Consumer Goods

Global and Regional Mega-Trends: Understanding Consumer Attitudes and Behaviors in Ethics

  • CAN308635
  • 74 Pages
  • June 2015
  • Consumer Goods
Summary
Global and Regional Mega-Trends: Understanding Consumer Attitudes and Behaviors in Ethics examines how consumer attitudes towards ethical practices are evolving whilst at the same they are showing increasingly contradictory attitudes when it comes to the subjective of corporate and social responsibility. The report examines the importance of linking ethical products with luxury, health and value in order to make products more appealing.

Key Findings
- In order to appeal to the masses, brands and products positioned around ethicality have to offer some form of win-win benefit for both the consumer as well as the wider environment. This means that ethical claims need to be positioned around luxury, health or added value to appeal to the consumer

- Companies and brands need to position themselves as small and artisanal if they are going to reduce the risk of any claims made about ethical practice and be deemed more trustworthy when it comes to such practices. This is because consumers tend to be more trusting of smaller brands when it comes to ethical claims

- Industry players need to do more to educate consumers as to what constitutes an ethical product because of a lack of understanding related to certain product claims and varying levels of importance attached to these claims across different regions

Synopsis
This report examines how the concept of ethical and environmentally friendly behavior has evolved and is no longer something that businesses can make claims round to create competitive advantages but something that is a necessity. At the same time, whilst consumers are more demanding when it comes to organizations demonstrating ethical behavior, they are also reluctant to purchase such products for them. This report examines how to make ethical groceries more appealing to the masses.

Get access to:

- Exclusive analysis of a 48 country attitudes and behavior survey, presented to ensure that the content is applied and relevant to stake-holders across the supply-chain.

- Analysis of key attitude and behaviors influencing consumption patterns and recommendations of how best to target such consumption occasions.

- Regional comparisons granting unique insight into varying regional and country attitudes to levels of ethics

- Detailed matrixes exploring key recommendations for manufactures from a product, targeting and retail perspective; broken down by Food, Soft Drinks, Alcoholic Drinks, and Cosmetics and Toiletries.

Reasons To Buy
- Develop strategies to determine how to improve perceptions of value amongst consumers by positioning ethical products in a way that highlights there are benefits for both the buyer and the wider environment

- Understand which ethical and environmental issues are most important to consumers and ensure that new product development is aligned with these issues

- Develop product portfolios and strategies that help increase feelings of trust amongst consumers
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