{
  "docId": "019dd923-5ca1-7489-b638-72a6353bc4af",
  "docSlug": "25c94d8ef55c1960",
  "documentTitle": "Consumers’ sustainability sentiment and behavior before, during and after the COVID-19 crisis",
  "authorId": "McKinsey",
  "authorName": "McKinsey",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.294,
  "pageNumber": 3,
  "pageCount": 26,
  "prevPage": 2,
  "nextPage": 4,
  "slideType": "executive_summary",
  "function": "summarize",
  "density": "balanced",
  "nDataPoints": 2,
  "notes": "McKinsey & Company branding present.",
  "elementsJson": [
    "headline_text",
    "numbered_list"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5ca1-7489-b638-72a6353bc4af/3",
  "deckHref": "/decks/019dd923-5ca1-7489-b638-72a6353bc4af",
  "deckJsonHref": "/decks/019dd923-5ca1-7489-b638-72a6353bc4af.json",
  "deckAnchorHref": "/decks/019dd923-5ca1-7489-b638-72a6353bc4af#slide-3",
  "components": [
    {
      "bbox": {
        "h": 0.58,
        "w": 0.91,
        "x": 0.045,
        "y": 0.28
      },
      "kind": "list",
      "text": "1. Half of consumers were willing to pay up to 20% more for sustainable products during COVID-19 compared to before with a further increase to be expected after the pandemic – half of consumers were not willing to pay more\n2. During the pandemic consumers consciously aimed to reduce their environmental and societal impact, with around 1/4 of consumers also switching products or brands more often if they are labelled as sustainable\n3. In general, women, Gen Z consumers, people with high income and online shoppers are more willing to pay a premium for sustainable products\n4. Consumer groups differ in their willingness to pay a price premium for sustainable products, e.g., Gen Z consumers are willing to pay more for sustainable snacks, ready meals and personal care products\n5. Overall, consumers are mostly willing to pay a price premium for sustainable fresh food as well as skin care products – not equally as much for sustainable home care products\n6. The willingness to pay a price premium for sustainable products is driven primarily by environmental and social aspects rather than personal health aspects\n7. Fair pay of employees is the single most important driver of willingness to pay for sustainable products during the COVID-19 crisis; \"free from\", low GHG emissions, raw material conservation and avoidance of packaging are the top environmental drivers\n8. The importance of specific sustainability aspects varies across categories, e.g., the avoidance of packaging is more important in fruit & vegetables, personal care and home care – but not as important for meat & fish as well as dairy products\n9. CPG companies and retailers should view the COVID-19 crisis as an opportunity to focus even more on sustainability, calling for dedicated strategies and operations incl. bold changes of assortment, pricing, channel, marketing, manufacturing and logistics",
      "attrs": null,
      "subkind": "numbered",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "5cb6f219-e275-44e5-895b-5fbf511cc75b",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "willingness to pay: 20%",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd951-cded-738a-abb6-f722db90af46",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.04,
        "w": 0.45,
        "x": 0.045,
        "y": 0.195
      },
      "kind": "title",
      "text": "Executive summary: 9 key takeaways for you",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "f4ad30d5-800f-4b77-aaf5-2f35be5e882c",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [
    {
      "metricRaw": "willingness to pay",
      "numberRaw": "20%",
      "numberKind": "percent",
      "actionTitle": null,
      "calloutText": null,
      "numberScale": null,
      "numberValue": 20,
      "metricFamily": "survey_sentiment",
      "numberCurrency": null
    }
  ],
  "tools": [],
  "frameworks": [
    {
      "name": "list-presentation",
      "slug": null,
      "matchId": "120ff508-4f86-420a-9ac9-ed3235c57842",
      "evidence": "Numbered list of key takeaways",
      "confidence": 1
    }
  ],
  "arcBeats": [
    {
      "to": 3,
      "from": 1,
      "beatId": "a8e54088-9a20-472f-a3da-c120937d6d63",
      "arcName": "Monroe's Motivated Sequence",
      "arcSlug": "monroes-sequence",
      "beatName": "Attention",
      "beatSlug": "monroes-sequence-attention",
      "evidence": "The cover and executive summary grab attention.",
      "position": 0,
      "confidence": 0.8,
      "parentBeatName": "Hook",
      "parentBeatSlug": "hook"
    }
  ],
  "loops": [],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}