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What do consumers want?
Certification or transparency?
Jan Kees VisGlobal Director Sustainable Sourcing Development Unilever
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Unilever’s Sustainable Living Plan (USLP)
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what does it mean?
a sustainable business is a growing and profitable business
that delivers positive social, economicaland environmental outcomes
Sustainability
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• 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?
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SWEET SPOT
CONSUMERQuality
ValueConvenience
PLANETReduced impact
Drive GROWTH and BRAND preference by hitting the consumer sweet spot
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SWEET SPOT
CONSUMERQuality
ValueConvenience
PEOPLEBetterLivelihoods
Drive GROWTH and BRAND preference by hitting the consumer sweet spot
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Logo’s inspire confidence
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Logo’s inspire confidence, but where is the evidence?
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There is evidence, no doubt
DATASTORIES PICTURES
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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
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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
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Thank You
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Discussion statement
• Certification is currently not transparent (and will never be)
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Discussion statement
• Marketing is the solution to transparency