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Sustainability is the new IT for retailers

07 May '09
4 min read

The call for a more horizontal and holistic approach to sustainability was also supported by the Sustainable Futures research. When recording the willingness of consumers to endorse and reward brands who adopt sustainable practices Havas Media found that 80 percent would reward vs. 72 percent who would punish.

Not only should this act as a colossal incentive for retailers to continue to move forward and differentiate around sustainability, it also shows a more optimistic view on the opportunity available to companies – even as we move through these uncertain economic times. This move from mitigation to opportunity is also supported by the fact that 48 percent of those asked would be prepared to pay a notional premium for sustainable goods, with over 75 percent believing that they can actively influence brands and companies to make them behave more responsibly.

Champniss concludes,
“Taking a genuine, strategic and horizontal approach to understanding how each business area is best placed to deliver on sustainability - and understanding what the target consumer feels it should deliver - is the route to making sustainability good business.”

The report was conducted by Havas Media during the economic down turn in January 2009. Havas Media chose GlobeScan as the research partner for the project. GlobeScan are a strategic research company focusing on CSR/Corporate Governance/Ethics research.

World Retail Congress 2009

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