Intrinsically linked: The role ofconsumers & the role of business
Christine SchneiderDecember 08, 2009
CSCP conference Brussels: Give consumers a voice –
How to influence consumers to uptake sustainable innovations
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Quality with Brands and Technologies
Laundry /Home Care
AdhesivesTechnologies
Cosmetic /Toiletries
Our Business Sectorsand Top Brands
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Performance based on Sustainability:From Corporate Vision to Product Development
Corporate visionCorporate vision
Corporate valuesCorporate values
Focal areasFocal areas
Sustainability – A total company focus
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A sustainable Business Modelhas to focus on the entire Value Chain
DisposalDisposal
DistributionDistribution
Use phaseUse phase
Rawmaterials
Rawmaterials
TransportationTransportation
Manufacturingof productsand packaging
Manufacturingof productsand packaging
Manufacturingof ingredientsManufacturingof ingredients
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Influencing Consumer Choices:Attitudes vs. Behaviour
There is a large gap between consumer attitudes,willingness and actual behavior changeThe consumer will not compromise on performance,convenience or price
Global retail consumerssegmented by
willingness to pay forproducts
with environmental &social benefits – Surveyof consumers in Brazil,
Canada,China, France,
Germany, India, the UKand the US.
Source: The McKinseyQuarterly, March 2008.
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The Role of the Consumer:Key Learnings
Consumers are confusedabout which productsare more sustainable
On pack claims do notexplain the complexitiesof life cycle analysis andglobal supply chains
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Identify desirable ImprovementOptions & suitable Approach(es)
EnergySource
ProductDesign
WashingMachine
Consumer behavior
Progress requires Time & Continuity:Persil Advert 1982
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Persil: 50 Years Laundry Care-Compass1959 and 2009
1959 – first detailed instruction,how to use laundry detergents in thenew automatic washing mashines
2009 – detailed recommendations onlaundry care for sustainable product use
Sustainability in Laundry Washing:Progress from 1979 to 2008
Dosage (Grams per Wash Cycle)Water (Liters per Wash Cycle)
Energy per Wash Cycle (1978=100)
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Performance based on Sustainability:Our Message to the Consumer
For more than 130 years, our brands have combinedtop quality with respect for people and the environ-ment. Our branded products offer both high perfor-mance and ecological compatibility. We manufacturethem using as little water and energy as possible,under good working conditions, for resource-conserv-ing use in the home. This is what we stand for-worldwide, today and tomorrow.
Quality &Responsibility
Utilizing the Communication Portfolioto provide relevant Guidance
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The business perspective:Statement of Intent
…efficiency gains and technologicaladvances alone will not be sufficient tobring consumption to a sustainable level …
… changes will also be required to consumerlifestyles and the ways in which consumers use andchoose products and services…
…business needs to play a leadership rolein fostering more sustainable levels ofconsumption …to achieve moresustainable lifestyles.
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The Role of Business:Mainstreaming sustainable consumptionInnovation: developmentof new and improvedproducts, services andbusiness modelsincorporating provisions fordelivering maximumsocietal value at minimumenvironmental cost
Choice-Influencing: the useof marketing communicationsand awareness-raisingcampaigns to enable andencourage consumers tochoose and use productsmore efficiently andsustainably
Choice-Editing: the removal of “unsustainable” products,product components and services from the marketplace.
In partnership with other actors in society such as policy makers and retailers
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Sustainability as innovation driver
= Innodriver
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QR Code – a variable technical platform
ingredients, biodegradability
sustainability profile (focal area)
CO2 / energy calculator / LCA
what Henkel as sender stands for
Interface to POS-activities / CRM
link to retailer cooperation
information & engagement at POS and in-home
branded content
(part of brand communication mix)
digital media involvement
interactive added consumer value
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QR Code – presentation 06.11.2009
presented to public at
Deutscher Nachhaltigkeitstag
Düsseldorf, November 6, 2009
Henkel booth:
- sustainability @ Henkel
- QR-code
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Outlook:Interactive Consumer Informationen
“Clever compared“:
60 degree Celsius result in ca. 1100 g CO2 and 0,24 EURper wash load, 20 cycles per month 58 EUR per year
30 degree Celsius result in ca. 600 g CO2 and 0,11 EURper wash load, 20 cycles per month 27 EUR per year
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Performance based on SustainabilityLeading in Consumer Information for InnovativeSustainable Consumption
softwareon mobile
scanningcode
interactivemobi-website
Information-panelon our products