digging in deep round 1, thursday, certification, jan kees vis
Post on 08-Jun-2015
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What do consumers want?
Certification or transparency?
Jan Kees VisGlobal Director Sustainable Sourcing Development Unilever
Unilever’s Sustainable Living Plan (USLP)
what does it mean?
a sustainable business is a growing and profitable business
that delivers positive social, economicaland environmental outcomes
Sustainability
• fuels innovation & growth, with huge
potential in developing & emerging markets• builds consumer preference - consumers
won’t compromise• ensures you win with customers
and shareholders• reduces waste - reduce, reuse, recycle
Why?
SWEET SPOT
CONSUMERQuality
ValueConvenience
PLANETReduced impact
Drive GROWTH and BRAND preference by hitting the consumer sweet spot
SWEET SPOT
CONSUMERQuality
ValueConvenience
PEOPLEBetterLivelihoods
Drive GROWTH and BRAND preference by hitting the consumer sweet spot
Logo’s inspire confidence
Logo’s inspire confidence, but where is the evidence?
There is evidence, no doubt
DATASTORIES PICTURES
Communication has to meet different needs
LogoOn Pack
URL on PackStories on web site
Stories on web site& data, graphs, trends
Average consumer
Green
KOF
Can certification serve mainstream market?
• Unit of certification is individual farm (or mill, factory)
• Cost of auditing is high• Cost of monitoring and data collection is high• Proliferation of logo’s
• Consumers want transparency• Evidence of improved sustainability is required• This can be integrated in brand communication
Thank You
Discussion statement
• Certification is currently not transparent (and will never be)
Discussion statement
• Marketing is the solution to transparency
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