The Post-Corona consumer might not be green [engl.]
Five million data points can’t be wrong. During the pandemic, ecology has lost much of its appeal on consumer preference and purchase decisions. It is true that we all dream of a better world. Sustainability, ecology and ethics are the hot topics in research and marketing. But for brands it is not without risk to get carried away by this hype. Data collected on four continents – for some of the world’s biggest brands – prove that the vast majority of consumers is not sufficiently motivated to adopt sustainable alternatives – a reality, often in strong contrast with statements by these same consumers. Join this webinar to discover how two brand leaders (home and body care) altered their post corona sustainability strategy and why you should integrate and combine the explicit & implicit when looking for the consumer truth.