#WhoCaresWhoDoes sustainability study and the impact of new product launches

This week we look at further questions from our #WhoCaresWhoDoes sustainability study – that few brands or retailers are instantly recognised by consumers for their environmental credentials.

The third question concerns the choice impact of new product launches – this week the ‘compromise’ effect.

1. And for individual brands or retailers, the percentages are tiny. Despite all the activity and communication, this message isn’t getting through.
2. Effective communication of sustainable attributes is most marked on brands with an environmental purpose, whilst only just over one third of mentions are multi-nationals.
3. We all tend to compromise on our choices rather than go for the extremes – a wine list is a good case in point! Below is an example of a new large size and that the previous large size now becomes a compromise choice.