{ "docId": "019dd923-5de0-76bd-a164-3b1ab087961a", "docSlug": "47c539ae0743a266", "documentTitle": "Global Sustainability Study 2021", "authorId": "SimonKucher", "authorName": "Simon-Kucher", "documentKindSlug": "consulting-deck", "documentKindLabel": "Consulting deck", "sourceTypeSlug": "strategy_consulting", "sourceTypeLabel": "Strategy consulting", "presentationDate": null, "orientation": "landscape", "aspectRatio": 1.777, "pageNumber": 3, "pageCount": 31, "prevPage": 2, "nextPage": 4, "slideType": "executive_summary", "function": "summarize", "density": "overcrowded", "nDataPoints": 16, "notes": "The slide uses a numbered list structure to organize findings into three thematic pillars.", "elementsJson": [ "headline_text", "numbered_list", "other" ], "metadataConfidence": 1, "imagePath": null, "slideHref": "/slides/019dd923-5de0-76bd-a164-3b1ab087961a/3", "deckHref": "/decks/019dd923-5de0-76bd-a164-3b1ab087961a", "deckJsonHref": "/decks/019dd923-5de0-76bd-a164-3b1ab087961a.json", "deckAnchorHref": "/decks/019dd923-5de0-76bd-a164-3b1ab087961a#slide-3", "components": [ { "bbox": null, "kind": "callout", "text": "To win with consumers, for-profit companies will need to act on growing sustainable trends if they have not done so already.", "attrs": null, "subkind": null, "toolName": "Visual emphasis", "toolSlug": "visual-emphasis", "confidence": null, "componentId": "019dd951-e591-76ed-beba-085cc3e1b1a7", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.25, "w": 0.83, "x": 0.14, "y": 0.48 }, "kind": "list", "text": "2.1 In a vacuum, sustainability is an important purchase criterion for: 1) Energy/utilities (74%); followed by 2) Construction/home (66%), Consumer goods (63%), Travel and tourism (62%), Automotive (61%); and 3) Financial services (44%). 2.2 50% of consumers rank sustainability as a top 5 value driver, which demonstrates its increasing relative importance during the purchase process and the role it plays as a key differentiator in the overall value proposition. Furthermore, those consumers that see themselves as drivers for change, rank the importance of sustainability even higher than those who do not. 2.3 A lack of in-depth education causes consumers to use defaults or proxies when making sustainable decisions. For example, consumers use the lifespan or durability of a product as a proxy for sustainability within consumer goods, automotive and construction/home. Similarly, they draw parallels to sustainability through raw materials used and emissions generated for energy/utilities, and the offsetting of emissions for travel and tourism.", "attrs": null, "subkind": "numbered", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "131f5f5b-db99-44d8-8f6f-35bea3121f77", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.15, "w": 0.83, "x": 0.14, "y": 0.75 }, "kind": "list", "text": "3.1 While the majority of consumers are not willing to pay more for sustainability, there is still a sizeable group where 34% of consumers self-reported that they are willing to pay more for sustainable products/services. A higher share of Gen. Z (39%) and Millennials (42%) are willing to pay for sustainability compared to Gen. X (31%) and Baby Boomers (26%). This ranges form 29-39% depending on the industry. 3.2 In terms of how much, Gen. Z (32%) and Millennials (31%) are willing to pay over twice as large of a premium for sustainability in their products/services relative to Baby Boomers (14%) and a third more relative to Gen. X (21%).", "attrs": null, "subkind": "numbered", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "a60c9bb1-1b30-4bbd-a54c-f3dadb476729", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.3, "w": 0.83, "x": 0.14, "y": 0.0018 }, "kind": "list", "text": "1.1 Across the globe, there is no difference in importance across the UN Sustainability Development Goals. Goals across social and environmental causes are equally important (77-78%). 1.2 Overall, 63% of consumers have made modest to significant shifts towards being more sustainable in the past five years (counting consumers that have also made minor changes, 85% have become 'greener' in their purchasing). However, this shift is not uniform across generations. 41% of Baby Boomers and 38% of Gen. X have not or have only made minor changes to their behavior whereas 32% of Millennials have significantly changed their behavior towards being more sustainable. 1.3 We see differences in how sustainability affects purchase decisions across generations. 33% of Millennials choose a sustainable alternative when available, whereas older generations are less likely to actively choose sustainable alternatives (24-29%). 1.4 Consumers see themselves as the number one actor towards bringing positive environmental change (29%), closely followed by for-profit companies (22%) and international political actors (22%), all of which play key roles in advancing sustainability. To win with consumers, for-profit companies will need to act on growing sustainable trends if they have not done so already.", "attrs": null, "subkind": "numbered", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "da5498fe-0072-4293-ae43-61cb0f93fecd", "frameworkName": null, "frameworkSlug": null }, { "bbox": null, "kind": "metric", "text": "Willingness to pay: 34%", "attrs": null, "subkind": "primary", "toolName": "Quantification", "toolSlug": "quantification", "confidence": null, "componentId": "019dd951-e591-76ed-beba-0f29756ee810", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.02, "w": 0.3, "x": 0.03, "y": 0.94 }, "kind": "source-note", "text": "Source: Simon-Kucher & Partners; Global Sustainability Study 2021 (N=10,281)", "attrs": null, "subkind": null, "toolName": null, "toolSlug": null, "confidence": null, "componentId": "e0658b50-8aff-4cde-9cca-8003633b9b7b", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.04, "w": 0.21, "x": 0.03, "y": 0.08 }, "kind": "title", "text": "Executive summary", "attrs": null, "subkind": "headline", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "50461694-d999-40b1-96fb-ddffdbda7dc4", "frameworkName": null, "frameworkSlug": null } ], "metrics": [], "tools": [ { "name": "Executive summary", "slug": "executive-summary", "agent": null, "layer": "slide", "matchId": "4aedb253-9482-4ba2-b7f2-6c5bcd1dc33c", "evidence": "title/headline: Executive summary", "confidence": 0.9 } ], "frameworks": [], "arcBeats": [], "loops": [], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }