B3W is Colmar Brunton’s investigation into all things sustainable from the consumers’ point of view.
It came about when we recognised that there was an almost total lack of metrics related to New Zealander’s attitudes toward sustainability in comparison to the US, UK and the rest of the Western world. We could not source local information to assist our business to make better sustainability decisions, let alone inform our clients.
B3W was therefore developed to fill a very real gap in information for New Zealand businesses. 2009 saw our benchmark measure, and our 2010 study is due to be released for July reporting.
There is little doubt that the buzz and public interest around the issue of sustainability is increasing rapidly, and so is the need for businesses to respond.
Whether consumers fully understand all the complex issues surrounding our impact on society and the environment, “doing your bit” for the future of the planet, and the quality of life of the next generation, is a powerful motivator.
Experts predict that in the next few years, thinking and behaving sustainably will shift into the mainstream and become an accepted part of popular culture.
Around the world, the consumers leading the charge on the sustainability agenda are society’s most influential and discerning – educated, sophisticated and affluent. They consider sustainable and ethically produced products to be worth more, and are prepared to pay more for them.
Brands that align themselves now and in the near future with sustainability stand to gain a substantial first mover advantage. And from a brand positioning perspective, being seen as “the cleanest, greenest and fairest” drives both consumer demand and respect.
So how are New Zealand consumers thinking and behaving when it comes to the sustainable issues in general? Is our behaviour in line with our desired global image as a country? The Colmar Brunton ‘Better Business, Better World’ Report answers these and many other questions around the issue of sustainability.
Over the next years, we aim to canvas and track the views and behaviours of 2,500 New Zealanders each year. As well as understanding where sustainability sits in relation to other economic and social issues consumers are concerned about, we will also be drilling down to identify how particular themes and issues affect consumer attitudes and behaviours at a category specific level. This is particularly important given that international research indicates consumers have a ‘credit-debit’ mentality on sustainable behaviour, and behaviour in one category may be ‘traded off’ with that in another.
The Colmar Brunton ’Better Business, Better World’ Report answers questions at an overall market level such as:
• How important is sustainability relative to other social and economic issues impacting on consumers’ lives?
• What is the level of concern and action on sustainability issues? Which issues are fading from the agenda and which are on the rise?
• How many consumers have been personally impacted by an issue or event related to the environment or climate change?
• What are the consumer segments in the market based on their commitment to reducing their impact on the environment and purchasing ethically? What are consumers currently doing, or intending to do to increase that commitment?
And in relation to specific categories:
• How relevant or important are sustainability credentials in your category, now and in the future?
• Which categories are the seen as the most sustainable? Which categories have the greatest opportunity for brands to seize sustainability leadership?
• Which brands have the strongest sustainability credentials in the category, and why?
• What drives these perceptions of leadership?
• What impact do sustainability perceptions have on attitudes, disposition and actual purchase behaviour?
• What are the upsides of stressing category specific environmental, ethical and social benefits vs the downsides of being left behind?
• Which brands are leading the way?
We invite interested businesses to become our partners in this study so that a tailored section for your category/sector/scene can be developed s that you can benchmark your actions against other “best in class” organisations and keep track of your success with consumers.
A FLEXIBLE RANGE OF SUBSCRIPTION OPTIONS
The Colmar Brunton ’Better Business, Better World’ Report offers a range of subscription options, so you can tailor your investment to your particular needs.
There are also benefits to being a Platinum or Gold Subscriber and signing up for two or three years of the report so that you can track changes and movements over time. You can purchase an Overall Summary Report, an Overall Summary Report plus a Detailed Summary of Your Category, and you can even add your own questions.
B3W is our sustainability commitment – we believe business needs to know more about the consumers’ attitudes and behaviours in order to make an impact that matters to people and the world.
For more information, or to set up a time for us to come and discuss this exciting opportunity personally with you, please contact your Colmar Brunton Account Director, or:
Jacqueline Ireland (MD) Auckland on direct dial: 09 919 9230 Email: firstname.lastname@example.org
Harry Pappafloratos (CEO) Wellingon on direct dial: 04 913 3000 Email: email@example.com
Level 1 Colmar Brunton House │6-10 The Strand Takapuna │Auckland
Phone: 09 919 9200 │Fax: 09 919 9201
Level 9 Sybase House │101 Lambton Quay │Wellington
Phone: 04 913 3000 │Fax: 04 913 3001
Web: www.colmarbrunton.co.nz Email: firstname.lastname@example.org