Offering Consumer-Relevant Solutions and Influencing Consumer ...

jabgoldfishAI and Robotics

Oct 19, 2013 (3 years and 9 months ago)

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Offering Consumer
-
Relevant
Solutions and

Influencing Consumer Choices

Uwe Bergmann

OECD Corporate Responsibility Roundtable

Paris, June 15
th
, 2009

2

Quality with Brands and Technologies

Laundry /
Home Care

Adhesives

Technologies

Cosmetic /
Toiletries

Our Business Sectors

and Top Brands

3


Corporate Vision


Corporate Values


Focal Areas

Sustainability −

a Focus for the total Company

4

A sustainable Business Model

has to focus on the entire Value Chain

Disposal

Distribution

Use phase

Raw materials

Transportation

Manufacturing

of products and
packaging

Manufacturing

of ingredients

5

From Pioneering Certificates

for
Sustainable Palm Kernel Oil

Henkel was the first company
buying certificates for
Sustainable Palm Kernel Oil
within the RSPO scheme

United Plantations, the
Henkel supplier, was the first
plantation getting
endorsement from RSPO for
their sustainability audit

6

Monitoring Surfactant Loads in
Surface Waters (Rhine at Düsseldorf)

7

Great Potential to deliver added Value &
contribute to Sustainable Development

8

Influencing Consumer Choices:

Attitudes vs. Behaviour


There is a large gap between consumer attitudes,
willingness and actual behavior change


The consumer will not compromise on performance,
convenience or price

Global retail consumers
segmented by
willingness to pay for
products

with environmental &
social benefits


Survey
of consumers in Brazil,
Canada,

China, France,
Germany, India, the UK
and the US.

Source: The McKinsey
Quarterly, March 2008.

9

Identify desirable Improvement
Options & suitable Approach(es)

Shower or

Bath Installation

Energy

Source

Product

Design

Hot
-
Water

System

Consumer behavior

10

Identify desirable Improvement
Options & suitable Approach(es)

Energy

Source

Product

Design

Washing

Machine

Consumer behavior

Progress requires Time & Continuity:

Persil Advert 1982

12

Cooperation to create a consistent
Message: A.I.S.E. WashRight Campaign

Utilizing the Communication Portfolio
to provide relevant Guidance


Sustainability in Laundry Washing:


Progress from 1979 to 2008

Dosage (Grams per Wash Cycle)

Water (Liters per Wash Cycle)

Energy per Wash Cycle (1978=100)


15

Conclusions &
Learnings


The roles of both business and consumers are intrinsically
linked in terms of the sustainable use of products.


In the future, delivering performance based on both quality
and responsibility will become increasingly important for
consumer choices.


We need to influence consumers’ choices by
communicating the top performance of our products, the
added value of more sustainable choices and thus enabling
behavioral changes.


This development offers great potential as a driver for
innovative products
-

smarter consumer relevant solutions
that link product quality to the shared responsibility of
producers and consumers.