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BAM-video’s: sustainability en inclusion & diversity – virtual
marketing congress
Sustainability
Joke Claessen - Global track presentation (ENG)
o Sustainability is not only a climate and social problem, it’s also a business concern!
o The magnitude of this concern depends on our willingness to take action between now and 2030
o Now, this decade, is the moment for action! -> ‘the decade of action’
o That’s why business have to go all-in
What is sustainability?
The sustainability cake – made of 3 layers:
→ Biosphere: polution, water, … it’s about the planet itself.
And if we don’t take care of our planet, we’ll never be
able to eat the rest of the cake.
→ Society: the social aspects of sustainablity
→ Ecnomoy
The importance is to take care of the base, so later on we can
enjoy the rest. But if we don’t take care of the base there will be
nothing left to enjoy.
How can we act? 3 parties:
1. Citizen/consumer
Is he ready yet? Has he changed his behaviour? What can he do? What are his priorities? Does he know what
he wants?
There’re differences between generations – different generations want other things!
But there is still a say/do gap!
People say that they want to be more sustainable, but more often there behaviour is different! (f. ex.
young people say they want a more sustainable world, but they take the car more often than the bike)
Why is this gap there? Studies show that very often the consumer doesn’t know what is true, what the
impact is, being unaware what the impact is of their actions!
o Companies have to take that in account, offer the correct information! They have to guide
the consumer, convince him to act
It’s a cycle, a process where one can not act if they don’t have the information/possibility to act.
f.ex. there are so many labels on clothing, the consumer doesn’t receive the right information
anymore to take the right decision!
The citizens look at the government and companies to create a sustainable future, they’re trusted to do this.
2. Companies
Sustainabilty is not a contest. The issues are to important -> marketeers have to act now! Sustainability has to
be in the heart of the company. In the past it was on the side, but has to come from the core.
Companies have to know their consumers so they know how to interact with them
o They have to know their ‘will’: do I want to be more sustainable and change my behaviour?
o They have to know their ‘knowledge’: do I know how to do that?
These 2 aspects (will & knowledge) influence their behaviour: and it’s up to the companies to convince
them to change their behaviour and inform them how to do that
,Are Belgian consumers ready and have they already changed their behaviour?
There’re 3 types of Belgian consumers:
→ Convinced ecologists (59%): Voor hen is kwaliteit het belangrijkste criterium, gevolgd door de prijs en
de impact op hun gezondheid. Maar deze consumenten zijn wel gevoeliger voor duurzaamheid bij de
aankoop van voeding en dranken.
Vulnerable to the sutainable side of the product – 59% is a large number
→ Sceptic strugglers (23%): Die wel het belang van duurzaamheid erkennen, ergens ook wel geloven dat
ze zelf impact kunnen hebben, maar sceptisch zijn ten opzichte van producenten. Zij kijken vooral naar
de prijs, maar ook kwaliteit en smaak zijn voor hen van belang.
They realise action is needed and that they can play an important role for a sustainable
future. But they’re sceptic towards the producers. Prices/quality is their most important
→ Non-believers (20%): Duurzaamheid nauwelijks van belang wanneer ze voeding en dranken kopen. Dit
is dus de kleinste groep, met consumenten die niet echt geloven dat hun keuzes ook effectief impact
hebben. Hun voornaamste criterium bij de aankoop van voeding en dranken is de prijs en
duurzaamheid betekent volgens hen vooral: duurder.
Sustainablity is not important for them – or they believe their actions can not have a positive
impact on sustainability. They will buy what is cheap – and in their eyes sustainable product
are just more expensive
Purchase behaviour in full change modus:
+ 35% seizoensgebonden groenten en fruit
+ 34% verse voeding
+ 32% minder verpakkingen + 26% duurzame verpakkingen
+ 31% voedselverspilling verminderen
+ 31% lokale producten
- 38% changed their purchase behaviour over the last year
o Wal: 47% -> Wallonië voted politically more left, green in comparison to Vlaanderen
o Vl: 31%
There’s a difference in the speed of change in the North and South of Belgium
- 6% because of corona (more local shopping behaviour), 25% for the climate
37% want to pay more for sustainably produced food: Consumers are prepared to pay for sustainable produced
food. They know everything comes at a price.
o Which products are they willing to pay more for?
1. Everything with a direct link to the product
Organic, local food and the welfare for animals.
2. Packaging
It’s very visible (less plastic), there’s a big change needed
3. Impact on human and planet
, Fair price for farmers, the way products are transported, …
Define your sustainable transformation
In the past you were a profit or a non-profit organisation. Now there’s a gap between profit and non-profit
organisations -> there’s a large gap of different types of companies who do different business.
Being sustainable and growing as a company can go hand in hand
Organisations have to select their truthful positions, but how?
How can you transofrm? There’re 3 ways of doing this:
1. Keep the system – status quo
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