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2012 MEMBER BENCHMARK STUDY
Executive Summary12/12/2012
We Asked…
How is environmental or social impact playing a role at the corporate level, and at the product level in driving innovation for you?
How are you communicating about and measuring results of your sustainable innovation and what is the result?
How are you collecting consumer insight and is it enough?
Are you actively working to shift consumer demand/behavior, and if so, how?
Member Survey Responses to Date
Unilever Molson Coors Wilsonart MOM Brands Dell Target Nestle Purina Mars Coca-Cola Johnson & Johnson
Green Mountain Coffee Sprint UPS Kendall-Jackson eBay Williams-Sonoma Philips Consumer Lifestyle Caesars Entertainment 3M
Do You Currently Have a Formal Commitment at the Corporate Level to Include Sustainability as a Innovation Design Criteria?
72%
28%
What is Driving That Corporate Commitment to Sustainability
46%
31%
31%
77%
15%
31%
46%
54%
Do You Have a Formal Commitment at the Product/Service Level to Include Sustainability as Part of Your Innovation Design Criteria?
83% 17%
The example I cited related to an outlying product level brand
Some other brands at our company have, or are now looking at sustainability
Many other brands at our company have. or are now looking at sustainability
Most other brands at our company have, or are now looking at sustainability
How Pervasive is Sustainability Driven Product/Service Level Innovation?
64%
27%
9%
What is Driving Product/Service Level Drivers
46%
54%
69%
39%
31%
31%
8%
Measurable Impacts of External Corporate Communication
36%
64%
27%
46%
9%
Measurable Impacts of Internal Corporate Communication
100%
44%
0%
0%
0%
0%
Measurable Impacts of External Product/Service Level Communication
%: 79, 7, 14
%: 39, 0, 61
%: 42, 17, 42
%: 46, 0, 54
%: 69, 0, 31
%: 50, 8, 42
Measurable Impacts of Internal Product/Level Communication
71%
79%
0%
14%
21%
50%
0%
Are you measuring response to external communications, and if so, are you willing to share details of how you are measuring results and/or specific results with other members?
Yes, may be willing to share
Yes, not able to share
Yes, willing to share
No
What External Research Do You Currently Use to Understand Emerging Trends in Consumer Sentiment Related to Sustainability?
11%
56%
22%
22%
22%
44%
0%
22%
22%
Do You Do Proprietary Research on Customer Attitudes
53%
47%
Do You Have All Necessary Insight?
80%
20%
Are You Currently Fielding Any Behavior Change Initatives
40%
60%
Targeted Behavior Changes
64%
0%
46%
55%
18%
73%
46%
0%
0%
18%
64%
Are You Willing to Share Methodologies or Findings From Your Customer Research on Customer Attitudes/Behavior?
Are You Willing to Serve as a Resource For Other Members Who Are Looking to Establish a Sustainable Innovation Strategy?
To Discuss Results in Further Detail, or to Recommend Additions to Future Member Studies, please contact Patrick McCartan at [email protected]
