Companies who want to become leaders in sustainable change now have a new evaluation tool called Sustainable Futures 09. Created by Havas Media, Sustainable Futures 09 is targeted for “progressive and engaged companies.”
Guy Champniss, Director of Business Insights, Havas Media Intelligence characterizes Sustainable Futures 09 as, “a huge step forward in allowing us to help progressive and forward-looking brands manage their sustainable communications more effectively. It directs brands so that they can meet and surpass consumer expectations, ensuring their endeavours in this area help build durable brand value.”
The Sustainability Futures Quotient (SFQ) is a “cross-sector measurement tool” that tracks and compares companies’ performances in regards to sustainability. According to Champniss, the SFG is “key in helping companies maximise their advantage.” It can help companies in the long-term to “take a corporate temperature check.”
Sustainability is important to consumers
Despite the economic recession, 48 percent of consumers are willing to pay a ten percent premium for goods or services produced in an environmentally and socially responsible way. According to Alfonso Rod√©s, CEO of Havas Media, consumers will increasingly care more about how a company practices sustainability. Rod√©s says consumers will make purchasing decisions “based more and more on environmental and social criteria.”
Consumers want companies to behave in sustainable ways and produce sustainable products, according to Sustainable Futures 09. Over 80 percent claim to respect companies that are being responsible. Eighty percent claim to reward companies who engage in sustainable practices. The same amount think companies should be actively involved in sustainability. Almost 75 percent believe they can influence brands and companies to act more responsibly.
The majority of consumers (70 percent) think it is the responsibility of business to find sustainable solutions. Only 30 percent think it is the government’s responsibility. Almost 75 percent believe they can influence brands and companies to act more responsibly.
Over half of consumers, 64 percent, think companies who practice sustainability do it only as a marketing tool. Perhaps companies need to use the term sustainability more in their advertising. Only 21 percent of U.S. consumers hear the term often. In contrast, 89 percent of Chinese consumers claim to hear the term often.
The term has positive associations for consumers. Seventy percent associate it with “balance, integrity, health, community, opportunity and the future.” Less than thirty percent associate it with “high prices, sacrifice, guilt, and the past.”