When you have the Thunbergs of the world to the Trumps, and many in between, how do you find a common ground for sustainability to win?
90% of people in Asia want brands to do something about the issues they care about. But what do they care about? And what exactly do they want brands to do? Let us tell you more.
This paper explores the topic of sustainable tourism, making the case that it is the next big opportunity for Latin America. It does this by first introducing sustainable tourism as a concept and identifying key stakeholders who can be impacted by and responsible for its implementation. Then, through the use of case studies, the paper examines how the tourism industry is already embracing and implementing sustainability within Latin America, which helps to tease out key learnings and best practices for expanding the practice in the region. Finally, taking into account successful experiences from other parts of the world, the paper highlights areas in which the Latin America tourism industry can become even more sustainable going forward, ensuring that it continues to take full advantage of this growing trend.
Consumers love innovation, but most brand's innovations are not innovative nor relevant. Uncover how to successfully innovate by hearing consumer's perspective and thinking beyond your category.
The work of a market researcher can be a truly Sisyphean task: you conduct your project, craft your insights, present them to marketers, only to be confronted with similar research question months later. You're back to the bottom of the hill. That is because the consumer insights which could guide brand strategy in a meaningful way are not yet used sustainably. The Salon Insight Compass is PBI's and KAO's attempt to change this: a toolkit which renders insight into the departure point for all marketing and innovation activities while providing inspiration and clear guidance in an application-focused format. PBI and KAO are going to shed light on the SIC in theory and practice, and on whether it has helped our Sisyphus to live happily ever after.
Sustainability is the buzzword of the century, commonly used by all sectors globally. It is a big word with a magnitude of dimensions behind it, and a word that still means little to most. Sustainability often calls for behaviour change, which is why we began our journey by defining what the word means and how to make it inspirational and actionable for all. We ultimately de?ned sustainability as a set of actions demonstrating âsustainable livingâ, and explored the frequency of these actions to map the Turkish nation across four quadrants. This became the framework for identifying the right strategy on who and how to approach in the quest for making the world a better place.
This work goes back to political and economic factors that led to the emergence of a new middle class in Brazil, as well as the development of the Brazilian and global debate on sustainability and conscious consumption. It shows the effect of this new middle class consumption behavior related to indicators of Brazilian consumers' conscious consumption and the challenges that this large and important segment brings on in terms of building a more sustainable economy and society.
Sustainability is the buzzword of the decade. Companies feel scrutinised for 'ethical behaviour' and feel compelled to act. General topics like sustainability are issues to address for every marketing plan, thus the research is designed as a multi-client study which allows a most cost effective way of elaboration a specific topic of general interest. All participants can share general parts of the study and discuss them at a round table. Product and brand specific parts which they like to get exclusively are presented only the specific company. This paper illustrates how the sustainability trend marks a revival of virtues in research and results.
This presentation addresses several significant questions: To what extent do consumers in emerging markets like Brazil and Argentina face the marketplace as a new voting arena to express identities and interests, as well as beliefs about the common good? How has political consumerism and CSR in this region feed backed each other to legitimate ethics and sustainability as the center stage of business relationships between individual consumers, products and corporations, and what limits and constraints does that mean for corporate cutbacks in private social spending in times of crisis? How much tolerance does the public, living in unstable social mobility conditions, have for sudden reversals in socially responsible behaviour by companies and what threats and opportunities might that imply for corporate Latin America?
This presentation describes the results of basic research regarding the relation between sustainability and brands in general and the relevance of sustainability for brand equity in particular. The understanding of social comparison processes and the method of conceptualising and measuring attitudes by applying the models of Fishbein and Ajzen, lead to basic findings about the importance of the perception and evaluation of sustainability in the social environment of customers. The psychological impact of a brand, and thereby the impact of sustainability on the purchasing decision, is the basis whereby one calculates the Brand Equity by using a certain formula and so to sustainability as a monetary brand value.