European shoppers show high awareness of sustainability issues, and we know through previous research that consumers care about the environment and find sustainability claims appealing.

We also learned that at the same time, core product benefits remain the primary purchase motivators, and sustainability claims are 3x more impactful when associated with other benefits.

What does this mean? If sustainability is done right, it has huge advantages; if not, it is money left on the table. Consumers have specific preferences when it comes to sustainable products and claims – not everything that is green appeals to them! So what type of sustainable ideas across your value proposition and positioning would consumers find compelling enough, to make them buy a product?

At Nielsen BASES, we wanted to find out by measuring all possible sustainability claims that were out there – thousands of them across categories – and put them in front of hundreds of consumers.

By crowd-sourcing ideas and leveraging the power of real-time machine learning, we were able to get an understanding of what is it that really matters to consumers when it comes to sustainability.

In this latest report, we address several important considerations related to launching innovations with sustainability in mind:

  • How different are consumers across markets when it comes to sustainable products?
  • How open are consumers to alternative packaging?
  • What type of ingredient claims are most compelling to consumers?
  • What is the importance of local sourcing in today’s context?

good for me, good for we

COVID-19 has changed everything, hasn’t it? So why should businesses and marketers have sustainability on their agendas? While certain sustainability claims may not seem as relevant today, some, such as local sourcing, will become ever more important to consumers in the near future.

Read an article recently published by Smruti Kulkarni, our BASES expert on sustainable innovations, that explores these issues in more depth.


To learn more about BASES capabilities, click here.