imagine better - futerra€¦ · being honest, even about problems, increases trust 13% 42% 45% 11%...
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IMAGINEBETTER
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Our mission is to make sustainability* so desirable
it becomes normal
*By sustainability, we mean brand purpose, social and environmental responsibility, citizenship, meaningful brands and any and all efforts to change the world for the better.
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A GUIDETO PRODUCT
TRANSPARENCY FORSUSTAINABILITY,
ETHICS ANDHEALTH
CGF&
FUTERRA
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Source: CGF/Futerra expert survey, July 2018. Respondents: Corporate experts from 70+ companies in 26 countries.
Consumers are most interested in transparency about
the products they buy.
I am most interested in hearing about the sustainability impacts of the products I buy.
73%Corporate
Experts
70%Consumers
Source: CGF/Futerra consumer research, October 2018. Respondents: 3,621 consumers in 7 countries.
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Consumers are very satisfied or quite satisfied with product transparency on sustainability.
Products provide the right amount of information
on sustainability.
86%Corporate
Experts
41%Consumers
Source: CGF/Futerra expert survey, July 2018. Respondents: Corporate experts from 70+ companies in 26 countries.
Source: CGF/Futerra consumer research, October 2018. Respondents: 3,621 consumers in 7 countries.
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Are you honest?
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Are brands honest?
60% 80% 100%
How their factoryworkers are treated
How environmentally-friendly their products are
How healthy theirproducts are
How safe theirproducts are
Source: Futerra consumer research, June 2019. Respondents: 615 consumers in US.
Perception that brands are never honest, or not honest enough, about:
USA
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Are brands honest?
57%
66%
62%
55%
0% 20% 40% 60% 80% 100%
How their factoryworkers are treated
How environmentally-friendly their products are
How healthy theirproducts are
How safe theirproducts are
Source: Futerra consumer research, June 2019. Respondents: 615 consumers in US.
MillennialsU
SAPerception that brands are never honest, or not honest enough, about:
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Are brands honest?
57%
66%
62%
55%
83%
82%
80%
72%
0% 20% 40% 60% 80% 100%
How their factoryworkers are treated
How environmentally-friendly their products are
How healthy theirproducts are
How safe theirproducts are
Source: Futerra consumer research, June 2019. Respondents: 615 consumers in US.
Millennials Gen ZU
SAPerception that brands are never honest, or not honest enough, about:
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Are brands honest?
69%
66%
60%
56%
84%
79%
75%
67%
0% 20% 40% 60% 80% 100%
How their factoryworkers are treated
How environmentally-friendly their products are
How healthy theirproducts are
How safe theirproducts are
Source: Futerra consumer research, June 2019. Respondents: 2,171 consumers in UK, US, South Africa and India.
Gen ZG
lobalMillennials
Perception that brands are never honest, or not honest enough, about:
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Do you think brands have a responsibility to make positive change in the world.
Source: Futerra consumer research, June 2019. Respondents: 2,400 consumers in UK, US, South Africa and India.
98%SAID YES
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Are you satisfied with the positive change brands are currently making in the world?
Source: Futerra consumer research, June 2019. Respondents: 2,400 consumers in UK, US, South Africa and India.
Millennials
Gen Z
USA UK India South Africa
Very SatisfiedSomewhatNot SatisfiedUnhappy
64%
6%
36%19%
46%
7%23%16%
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Are you satisfied with the positive change brands are currently making in the world?
Source: Futerra consumer research, June 2019. Respondents: 2,400 consumers in UK, US, South Africa and India.
64%
6%
USA
36%19%
46%
7%23%16%
12%27% 21%27% 31%
14% 15%12%
UK India South Africa
Millennials
Gen Z
Very SatisfiedSomewhatNot SatisfiedUnhappy
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Which type of brands do you think are most honest?
Source: Futerra consumer research, June 2019. Respondents: 2,171 consumers in UK, US, South Africa and India.
30%
70%
Millennials
Gen Z
42%58%
11%
89%
34%
66%
Small business brandsFamiliar, household name brands
USA UK India South Africa
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Which type of brands do you think are most honest?
Source: Futerra consumer research, June 2019. Respondents: 2,171 consumers in UK, US, South Africa and India.
30%
70%
Millennials
Gen Z
42%58%
11%
89%
34%
66%
65%
35%48%52%
19%
81%
39%
61%
USA UK India South Africa
Small business brandsFamiliar, household name brands
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What you would do if you discovered a product was NOT honest?
8%
6%
24%
44%
18%
10%
15%
21%
41%
14%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Buy it anyway
Buy it, but get in touchwith the company
Hold off buying anddo more research
Choose an honestalternative
Not buy it
Source: Futerra consumer research, June 2019. Respondents: 2,171 consumers in UK, US, South Africa and India.
Millennials Gen Z
If a product was NOT honest about a social, environmental, health or safety issue, would you be most likely to:
Global
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Please rank products based on how honest they they are about social, environmental, health and safety issues
25%
27%
13%
12%
10%
12%
0% 5% 10% 15% 20% 25% 30% 35%
Baby/Personal CareFood
Phones & TechHousehold CleaningBeauty & Cosmetics
Clothes & Fashion
Source: Futerra consumer research, June 2019. Respondents: 2,400 consumers in UK, US, South Africa and India.
This data shows the % of each generation who choose to rank an industry as MOST honest.
Millennials
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Please rank products based on how honest they they are about social, environmental, health and safety issues
25%
27%
13%
12%
10%
12%
32%
25%
11%
11%
11%
10%
0% 5% 10% 15% 20% 25% 30% 35%
Baby/Personal CareFood
Phones & TechHousehold CleaningBeauty & Cosmetics
Clothes & Fashion
Source: Futerra consumer research, June 2019. Respondents: 2,400 consumers in UK, US, South Africa and India.
Gen Z
This data shows the % of each generation who choose to rank an industry as MOST honest.
Millennials
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How much do you care about honesty?
89%
89%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Millennials
GenZ
Source: Futerra consumer research, June 2019. Respondents: 2,400 consumers in UK, US, South Africa and India.
Percentage of people ranking 7 or above on a scale of 1 (care the least) to 10 (care the most).
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How much do you care, and how much do you think brands care, about honesty?
89%
89%
66%
42%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Millennials
GenZ
Source: Futerra consumer research, June 2019. Respondents: 2,400 consumers in UK, US, South Africa and India.
Percentage of people ranking 7 or above on a scale of 1 (care the least) to 10 (care the most).
How much do you care?How much do brands care?
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What’s going on?
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The Honest Generation Millennials drove brands to be purposeful,
but Gen Z are demanding proof.
This generation were raised to question fake news, be suspicious of secrecy and hold sincerity as sacred.
They are the Honest Generation and they don’t expect brands to be perfect, but they do expect them to be truthful.
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How do we reach this Honest Gen?
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Being honest, even about problems, increases trust
13%
42%
45%
11%
40%
49%
0% 10% 20% 30% 40% 50%
Trust less
Trust the same
Trust more
Source: Futerra consumer research, June 2019. Respondents: 2,171 consumers in UK, US, South Africa and India.
Gen Z
How would it affect your trust of a brand if they were honest about a current issue they have with a product, such as the impact on the environment or the way their factory workers are treated?
Millennials
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The Honest Generation is here. Are you ready?.