imagine better - futerra€¦ · being honest, even about problems, increases trust 13% 42% 45% 11%...

IMAGINEBETTER

Our mission is to make sustainability* so desirable

it becomes normal

*By sustainability, we mean brand purpose, social and environmental responsibility, citizenship, meaningful brands and any and all efforts to change the world for the better.

A GUIDETO PRODUCT

TRANSPARENCY FORSUSTAINABILITY,

ETHICS ANDHEALTH

CGF&

FUTERRA

Source: CGF/Futerra expert survey, July 2018. Respondents: Corporate experts from 70+ companies in 26 countries.

Consumers are most interested in transparency about

the products they buy.

I am most interested in hearing about the sustainability impacts of the products I buy.

73%Corporate

Experts

70%Consumers

Source: CGF/Futerra consumer research, October 2018. Respondents: 3,621 consumers in 7 countries.

Consumers are very satisfied or quite satisfied with product transparency on sustainability.

Products provide the right amount of information

on sustainability.

86%Corporate

Experts

41%Consumers

Source: CGF/Futerra expert survey, July 2018. Respondents: Corporate experts from 70+ companies in 26 countries.

Source: CGF/Futerra consumer research, October 2018. Respondents: 3,621 consumers in 7 countries.

Are you honest?

Are brands honest?

60% 80% 100%

How their factoryworkers are treated

How environmentally-friendly their products are

How healthy theirproducts are

How safe theirproducts are

Source: Futerra consumer research, June 2019. Respondents: 615 consumers in US.

Perception that brands are never honest, or not honest enough, about:

USA

Are brands honest?

57%

66%

62%

55%

0% 20% 40% 60% 80% 100%

How their factoryworkers are treated

How environmentally-friendly their products are

How healthy theirproducts are

How safe theirproducts are

Source: Futerra consumer research, June 2019. Respondents: 615 consumers in US.

MillennialsU

SAPerception that brands are never honest, or not honest enough, about:

Are brands honest?

57%

66%

62%

55%

83%

82%

80%

72%

0% 20% 40% 60% 80% 100%

How their factoryworkers are treated

How environmentally-friendly their products are

How healthy theirproducts are

How safe theirproducts are

Source: Futerra consumer research, June 2019. Respondents: 615 consumers in US.

Millennials Gen ZU

SAPerception that brands are never honest, or not honest enough, about:

Are brands honest?

69%

66%

60%

56%

84%

79%

75%

67%

0% 20% 40% 60% 80% 100%

How their factoryworkers are treated

How environmentally-friendly their products are

How healthy theirproducts are

How safe theirproducts are

Source: Futerra consumer research, June 2019. Respondents: 2,171 consumers in UK, US, South Africa and India.

Gen ZG

lobalMillennials

Perception that brands are never honest, or not honest enough, about:

Do you think brands have a responsibility to make positive change in the world.

Source: Futerra consumer research, June 2019. Respondents: 2,400 consumers in UK, US, South Africa and India.

98%SAID YES

Are you satisfied with the positive change brands are currently making in the world?

Source: Futerra consumer research, June 2019. Respondents: 2,400 consumers in UK, US, South Africa and India.

Millennials

Gen Z

USA UK India South Africa

Very SatisfiedSomewhatNot SatisfiedUnhappy

64%

6%

36%19%

46%

7%23%16%

Are you satisfied with the positive change brands are currently making in the world?

Source: Futerra consumer research, June 2019. Respondents: 2,400 consumers in UK, US, South Africa and India.

64%

6%

USA

36%19%

46%

7%23%16%

12%27% 21%27% 31%

14% 15%12%

UK India South Africa

Millennials

Gen Z

Very SatisfiedSomewhatNot SatisfiedUnhappy

Which type of brands do you think are most honest?

Source: Futerra consumer research, June 2019. Respondents: 2,171 consumers in UK, US, South Africa and India.

30%

70%

Millennials

Gen Z

42%58%

11%

89%

34%

66%

Small business brandsFamiliar, household name brands

USA UK India South Africa

Which type of brands do you think are most honest?

Source: Futerra consumer research, June 2019. Respondents: 2,171 consumers in UK, US, South Africa and India.

30%

70%

Millennials

Gen Z

42%58%

11%

89%

34%

66%

65%

35%48%52%

19%

81%

39%

61%

USA UK India South Africa

Small business brandsFamiliar, household name brands

What you would do if you discovered a product was NOT honest?

8%

6%

24%

44%

18%

10%

15%

21%

41%

14%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Buy it anyway

Buy it, but get in touchwith the company

Hold off buying anddo more research

Choose an honestalternative

Not buy it

Source: Futerra consumer research, June 2019. Respondents: 2,171 consumers in UK, US, South Africa and India.

Millennials Gen Z

If a product was NOT honest about a social, environmental, health or safety issue, would you be most likely to:

Global

Please rank products based on how honest they they are about social, environmental, health and safety issues

25%

27%

13%

12%

10%

12%

0% 5% 10% 15% 20% 25% 30% 35%

Baby/Personal CareFood

Phones & TechHousehold CleaningBeauty & Cosmetics

Clothes & Fashion

Source: Futerra consumer research, June 2019. Respondents: 2,400 consumers in UK, US, South Africa and India.

This data shows the % of each generation who choose to rank an industry as MOST honest.

Millennials

Please rank products based on how honest they they are about social, environmental, health and safety issues

25%

27%

13%

12%

10%

12%

32%

25%

11%

11%

11%

10%

0% 5% 10% 15% 20% 25% 30% 35%

Baby/Personal CareFood

Phones & TechHousehold CleaningBeauty & Cosmetics

Clothes & Fashion

Source: Futerra consumer research, June 2019. Respondents: 2,400 consumers in UK, US, South Africa and India.

Gen Z

This data shows the % of each generation who choose to rank an industry as MOST honest.

Millennials

How much do you care about honesty?

89%

89%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Millennials

GenZ

Source: Futerra consumer research, June 2019. Respondents: 2,400 consumers in UK, US, South Africa and India.

Percentage of people ranking 7 or above on a scale of 1 (care the least) to 10 (care the most).

How much do you care, and how much do you think brands care, about honesty?

89%

89%

66%

42%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Millennials

GenZ

Source: Futerra consumer research, June 2019. Respondents: 2,400 consumers in UK, US, South Africa and India.

Percentage of people ranking 7 or above on a scale of 1 (care the least) to 10 (care the most).

How much do you care?How much do brands care?

What’s going on?

The Honest Generation Millennials drove brands to be purposeful,

but Gen Z are demanding proof.

This generation were raised to question fake news, be suspicious of secrecy and hold sincerity as sacred.

They are the Honest Generation and they don’t expect brands to be perfect, but they do expect them to be truthful.

How do we reach this Honest Gen?

Being honest, even about problems, increases trust

13%

42%

45%

11%

40%

49%

0% 10% 20% 30% 40% 50%

Trust less

Trust the same

Trust more

Source: Futerra consumer research, June 2019. Respondents: 2,171 consumers in UK, US, South Africa and India.

Gen Z

How would it affect your trust of a brand if they were honest about a current issue they have with a product, such as the impact on the environment or the way their factory workers are treated?

Millennials

The Honest Generation is here. Are you ready?.