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1、Part 2 of a North American seriesUS vs.Canada ResponsesAugust 2023Dentsu Consumer Navigator:Sustainability 2023|Navigator|Navigatordentsu Consumer Navigator Sustainability 2023About this studyThis report digs into key differences and commonalities among US-vs-Canada views on Sustainability.It is a c
2、ompanion piece to a broader dentsu report that explored all-up North American views on Sustainability.The survey was conducted by dentsu via Toluna,an online research panel.Administered on May 30th,2023.Distributed among a random sample of 1,000 respondents in the US and 600 respondents in Canada.Di
3、stributed among respondents 18 years of age or older and controls for nationally representative populations in both the US and Canada.Contents0101Executive Summary of the Executive Summary of the North American ReportNorth American Report02Key Findings:US vs.CanadaKey Findings:US vs.Canada03Attitude
4、s Toward Attitudes Toward SustainabilitySustainability04Perceptions of BrandsPerceptions of Brands05Implications for MarketersImplications for Marketersdentsu Consumer Navigator-Sustainability 2023Younger North Americans are broadening their definition of sustainability.A distinct pattern emerges in
5、 our data:Boomers primarily emphasize environmental aspects in their definition of sustainability,whereas younger generations adopt a more comprehensive perspective encompassing equity and economy.Younger North Americans are more likely to feel their personal life is affected by environmental change
6、.Boomers are notably less likely than younger generations to acknowledge that the state of the environment affects factors in their personal lives,such as physical and mental health.North Americans see sustainability as equally a public,personal,and corporate responsibility.Respondents view individu
7、als(51%)as equally responsible for their everyday actions as national governments(51%)and global businesses(47%)are for their policies and practices.dentsu Consumer Navigator Sustainability 2023The bottom line:North American consumers want brands to make sustainability an easy choice.79%of responden
8、ts agree:Businesses should do a better job of making it easy for me to choose sustainable products.North American consumers expect sustainable brands to take action beyond their“carbon footprint.”To be viewed as a sustainable brand,consumers expect companies to take a holistic approach:affordability
9、,responsible sourcing,operations and production,and supporting natural ecosystems.North American consumers are tuning in to brands communications but wish for greater transparency.61%of respondents report that their purchases are influenced by brands communications about sustainability.However,71%al
10、so agree:businesses are not sufficiently transparent about how their practices affect climate and the environment.Executive Summary of the North American Report|Navigator|NavigatorKey Findings:US vs.Canadadentsu Consumer Navigator-Sustainability 2023|Navigator|NavigatorAttitudes Toward Sustainabilit
11、yAttitudes Toward SustainabilityPerceptions of BrandsPerceptions of BrandsCommonalityCommonalityBoth countries agree that the state of the environment has far-reaching effects.Both countries expect brands to build sustainability and transparency into their business practices.DifferenceDifferenceCana
12、dians primarily hold an environmental view of sustainability,while Americans hold a broader,more holistic definition.Americans more readily incorporate sustainability into daily decision making and possess a greater sense of hope than Canadians.Canadians have higher expectations for businesses to be
13、have sustainably and are less satisfied with how brands are living up to those expectations than Americans.Americans are more likely than Canadians to be influenced by communications about sustainability from brands and have a set of go-to sustainable products and services.Commonalities&Differences:
14、Commonalities&Differences:Attitudes Toward SustainabilityThe US and Canada agree on The US and Canada agree on the environments farthe environments far-reaching effects.reaching effects.|Navigator|Navigatordentsu Consumer Navigator-Sustainability 2023Both Canadians and Americans believe that the sta
15、te of the environment is contributing to large scale issues such as food and water security,immigration/refugees,and economic stability.C O M M O N A L I T YC O M M O N A L I T YNorth Americans agree that the state of the environment is having large-scale effects.While American respondents are sligh
16、tly more likely to agree that the state of the environment is impacting broad issues both Canadians and Americans see environment at the intersection of global issues.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Sustainability 2023879%79%77%77%76%
17、76%72%72%65%65%83%83%80%80%79%79%76%76%67%67%Food and water securityThe global economyHuman physical and mental healthEconomic securityMigration and the refugee crisis%Agree/Strongly Agree:“The State of the Environment and Climate is Affecting”CanadaUS|Navigator|Navigatordentsu Consumer Navigator-Su
18、stainability 2023Our survey finds that Canadians hold a more environmentally-focused definition of sustainability.Comparatively,Americans hold a slightly broader definition of sustainability that encompasses environment,equity,and economy.Beyond the environments far-reaching effects,the concerns tha
19、t run closer to home are more immediately experienced by Americans than Canadians.Definitions&experiences of Definitions&experiences of sustainability are nuanced by sustainability are nuanced by country.country.D I F F E R E N C ED I F F E R E N C EAmericans hold a slightly more holistic definition
20、 of sustainability than Canadians.Canadians are more likely to associate sustainability with typical environmental issues,whereas Americans are more likely to associate sustainability with a wider range of issues,including community,economic security,and well-being.Shopping Habits Through Exclusivit
21、y&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Sustainability 20231066%66%65%65%42%42%38%38%33%33%31%31%26%26%26%26%26%26%26%26%24%24%20%20%18%18%7%7%62%62%62%62%41%41%43%43%34%34%37%37%31%31%28%28%28%28%27%27%28%28%23%23%22%22%7%7%Reducing consumption&wasteUsing renewable energyLoo
22、king after the worldBeing connected to natureLooking after your countryLooking after your communityAddressing economic securityAddressing hungerAddressing mental healthAddressing povertyAddressing physical healthAddressing access to educationAddressing equity&civil rightsNone of the aboveActivities
23、Included in Consumers Definition of Sustainability CanadaUS-4 pts4 pts-3 pts3 pts+6 pts+6 pts+5 pts+5 pts+4 pts+4 pts+4 pts+4 pts+3 pts+3 ptsAmericans see environmental issues showing up in more immediate and intimate ways.Americans are more likely than Canadians to claim that the state of the envir
24、onment is affecting their health,wealth and well-being.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Sustainability 20231159%59%60%60%52%52%46%46%40%40%70%70%68%68%63%63%59%59%54%54%My local communityMy quality of lifeMy physical healthMy mental he
25、althMy job/financial security%Agree/Strongly Agree:“The State of the Environment and Climate is Affecting”CanadaUS+11 pts+11 pts+8 pts+8 pts+11 pts+11 pts+13 pts+13 pts+14 pts+14 pts|Navigator|Navigatordentsu Consumer Navigator-Sustainability 2023A distinct pattern emerges when examining integration
26、 of sustainability into daily habits and levels of hopefulness for the future by country.Our survey reveals that Americans exhibit a higher tendency to prioritize sustainability in their daily decision-making processes,accompanied by a greater sense of optimism towards the future of sustainability.C
27、onversely,Canadians display a lower inclination to consider sustainability in their everyday choices and are more prone to expressing concern about the future.Citizens daily approaches to Citizens daily approaches to sustainability and sense of sustainability and sense of agency differ by population
28、.agency differ by population.D I F F E R E N C ED I F F E R E N C EAmericans report more often thinking and acting sustainably than Canadians.While most respondents think about sustainability more often than three years ago,Americans are more likely to claim that the frequency has increased.A greate
29、r share also rank their daily life choices as highly sustainable.This corresponds to Americans placing a greater emphasis on everyday people to advance sustainability themselves.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Sustainability 202313Res
30、pondents who say how often they think about sustainability has increased in the past 3 years.Respondents who answered 7/10 or higher when asked to rate how sustainable their life choices are on an average day.On a scale of 1 to 10,with 1 being low and 10 being high.67%67%60%60%71%71%North AmericaCan
31、adaUS43%43%30%30%52%52%North AmericaCanadaUS+11 pts+11 pts+22 pts+22 ptsThe trend becomes crystal clear when looking at specific daily actions.Across the board,Americans are more likely than Canadians to say sustainability is a key influence on a range of daily actions from who they vote for to what
32、 they eat to how they travel.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Sustainability 202377%77%1434%34%31%31%27%27%26%26%25%25%24%24%23%23%23%23%22%22%22%22%18%18%17%17%14%14%14%14%12%12%56%56%53%53%45%45%49%49%47%47%44%44%46%46%44%44%45%45%45
33、%45%43%43%41%41%42%42%40%40%38%38%The elected officials I vote forThe foods I eatThe ways in which I travelThe causes I support/volunteer forThe car I driveThe recreational activities I enjoyThe places I go(i.e.restaurants,shops)The places I travelThe clothes I wearThe beverages I drinkThe job I doT
34、he people I hang out withWhat I study/have studied in school or collegeThe influencers I followThe shows or podcasts I watch or listen to%Who Say Sustainability Factors Into the Following Choices to a“Large”or“Moderate Extent”CanadaUS+22 pts+22 pts+23 pts+23 pts+22 pts+22 pts+24 pts+24 pts+20 pts+20
35、 pts+23 pts+23 pts+21 pts+21 pts+23 pts+23 pts+28 pts+28 pts+25 pts+25 pts+23 pts+23 pts+26 pts+26 pts+26 pts+26 pts+18 pts+18 pts+22 pts+22 ptsAmericans are decidedly more hopeful about the future of sustainability than Canadians.There is a distinct split between the neighboring countries views of
36、the future of sustainability,with Americans more likely to claim they are hopeful vs.Canadians,who express more worry.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Sustainability 20231543%28%51%42%54%35%15%18%14%North AmericaCanadaUSHow Consumers F
37、eel About the Future When It Comes to SustainabilityHopefulWorriedDont think about it+23 pts+23 ptsCommonalities&Differences:Commonalities&Differences:Perceptions of Brands|Navigator|Navigatordentsu Consumer Navigator-Sustainability 2023Both Americans and Canadians have similar opinions about the re
38、sponsibility business holds regarding sustainability.Across the board,respondents agree that companies should embrace best practices in their approaches to sustainability.Both countries feel Both countries feel businesses should adopt businesses should adopt sustainable practices.sustainable practic
39、es.C O M M O N A L I T YC O M M O N A L I T YNorth Americans agree businesses should act with sustainability in mind.Both Canadian and American respondents agree that businesses should embrace transparency and make sustainable choices accessible and affordable.Shopping Habits Through Exclusivity&Con
40、venience:Consumer Sentiment Studydentsu Consumer Navigator-Sustainability 20231877%77%77%77%70%70%73%73%81%81%81%81%73%73%71%71%Agree/Strongly Agree with StatementCanadaUSBusinesses should make information about their sustainable practices more easily accessible.Businesses should do a better job of
41、making it easy for me to choose sustainable products.Businesses make a lot of future commitments to support the preservation of the environment,but dont take enough action in the present.Businesses are not sufficiently transparent about their operations and how their practices affect climate and the
42、 environment.|Navigator|Navigatordentsu Consumer Navigator-Sustainability 2023Canadians see national government as primarily responsible for advancing sustainable agendas.However,Canadians are hungry to see more corporate action.Respondents express a higher bar for how brands should behave and are l
43、ess satisfied with brand performance.Comparatively,Americans distribute responsibility more evenly across national government,everyday people,and global business.Respondents also report seeing more evidence of progress among brands.Perceptions of brand Perceptions of brand responsibility and progres
44、s responsibility and progress around sustainability differ by around sustainability differ by population.population.D I F F E R E N C ED I F F E R E N C ECanadians primarily place responsibility to advance sustainability on national governments,while Americans more evenly distribute responsibility a
45、cross govt,people,and business.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Sustainability 20232059%59%50%50%45%45%37%37%28%28%20%20%9%9%5%5%46%46%51%51%48%48%33%33%36%36%22%22%13%13%11%11%National governmentsEveryday peopleGlobal businessesLocal
46、governmentsInternational coalitionsLocal businessesNon-profit organizationsPhilanthropists/donorsEntities Most Responsible to Advance SustainabilityCanadaUSAmong Canadian respondents,national governments has a 9-point lead over the next ranked entity.Among Americans the race is closer,with a 6-point
47、 spread between the top 3 entities:national govt,people,and business.+13 pts+13 ptsHowever,Canadians express higher expectations of businesses compared to Americans.Across the data,more Canadians expect businesses to take a range of sustainable actions.Americans are most likely to expect brands to s
48、ource responsibly,followed by rethinking operations to reduce waste and support healthy ecosystems.They are on par with Canadians in expecting brands to promote equity in the workplace and educate consumers on issues.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Cons
49、umer Navigator-Sustainability 202377%77%2163%63%61%61%60%60%60%60%57%57%51%51%49%49%48%48%46%46%43%43%40%40%38%38%35%35%6%6%50%50%49%49%55%55%52%52%51%51%41%41%44%44%45%45%43%43%37%37%34%34%39%39%38%38%6%6%Consumers Expectations for How Sustainable Businesses Should BehaveCanadaUSMake sustainable op
50、tions more affordableReduce their carbon emissionsSource products in ways that support the environment Rethink their operations and production to reduce waste,toxicity,etc.Support the health of ecosystems Update their product lines to offer sustainable choices to consumersReward customers who take a
51、ction to preserve the environment Source products in ways that do not cause harm to workersOffer sustainable shipping optionsEncourage and support the second-hand/resale marketDonate to charitable causes that support the the environmentPromote equity in the workplace Produce educational content that
52、 raises awarenessNone of the above+13 pts+13 pts+12 pts+12 pts+5 pts+5 pts+6 pts+6 pts+8 pts+8 pts+6 pts+6 pts+10 pts+10 pts+5 pts+5 pts+6 pts+6 pts+3 pts+3 pts+3 pts+3 pts-1 pts1 pts-3 pts3 ptsCanadians are less satisfied with brands performance against their expectations.Americans are more likely
53、to have their expectations met when it comes to sustainable brand activity,while Canadians are less likely to rate companies favorably.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Sustainability 202377%77%2251%51%48%48%47%47%47%47%45%45%45%45%45%4
54、5%44%44%39%39%39%39%39%39%39%39%37%37%67%67%65%65%66%66%59%59%68%68%66%66%63%63%59%59%63%63%61%61%60%60%60%60%55%55%How well brands are living up to expectations,Top 2 BoxCanadaUSMake sustainable options more affordableReduce their carbon emissionsSource products in ways that support the environment
55、 Rethink their operations and production to reduce waste,toxicity,etc.Support the health of ecosystems Update their product lines to offer sustainable choices to consumersReward customers who take action to preserve the environment Source products in ways that do not cause harm to workersOffer susta
56、inable shipping optionsEncourage and support the second-hand/resale marketDonate to charitable causes that support the the environmentPromote equity in the workplace Produce educational content that raises awarenessNone of the above+16pts+16pts+17 pts+17 pts+19 pts+19 pts+22 pts+22 pts+12 pts+12 pts
57、+23 pts+23 pts+21 pts+21 pts+18 pts+18 pts+21 pts+21 pts+24 pts+24 pts+15 pts+15 pts+21 pts+21 pts+18 pts+18 pts|Navigator|Navigatordentsu Consumer Navigator-Sustainability 2023Our survey reveals a notable disparity between the US and Canada when it comes to holding brands accountable for their prom
58、ises and messages.In the US,there exists a stronger culture of actively monitoring brands sustainability messaging and business practices,subsequently influencing purchase decisions.Moreover,Americans are more likely than Canadians to say they have a set of preferred sustainable brands they rely on.
59、This trend can be attributed,in part,to the prevalent consumerist culture in the US.Sustainability shapes each Sustainability shapes each countrys purchase journeys countrys purchase journeys uniquely.uniquely.D I F F E R E N C ED I F F E R E N C EAmericans are more likely than Canadians to agree th
60、at they often investigate brands long-term commitments to sustainability and sourcing practices.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Sustainability 202377%77%24Agree:When I hear about a business making a commitment to support the environme
61、nt,I often check in later to see whether that commitment was fulfilled.55%55%45%45%61%61%North AmericaCanadaUSAgree:I often check how a product was made and sourced as part of my purchase decision.53%53%42%42%60%60%North AmericaCanadaUS+16 pts+16 pts+18 pts+18 ptsAmericans are more likely than Canad
62、ians to say that branded communications about sustainability have“a lot”of influence on their purchasing decisions.While respondents overall are clearly influenced by brand communications,Canadians tend to claim that marketing influences them“some”or“a little,”whereas Americans are more likely to be
63、 influenced“a lot.”Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Sustainability 20232529%17%36%31%37%28%23%28%20%16%18%15%North AmericaCanadaUSHow Much Brand Communications About Sustainability Influence PurchaseA lotSomeA littleNot at all+19 pts+1
64、9 ptsAmericans are more likely to feel they have sustainable options in most categories.While Canadians are more likely than Americans to say they have sustainable options available to them at a reasonable price in the energy sector,Americans are more likely to feel they have sustainable options in
65、all other categories.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Sustainability 202377%77%2648%48%35%35%34%34%32%32%31%31%31%31%31%31%29%29%24%24%18%18%18%18%17%17%13%13%42%42%55%55%53%53%51%51%55%55%51%51%50%50%45%45%42%42%37%37%36%36%32%32%33%3
66、3%Energy and utilitiesHousehold essentialsClothing/apparelHealth and wellness productsGroceriesDiningBeauty/personal careEntertainmentElectronicsAutoTravelReal estateLuxury%Who Say Sustainable Options Are“Available At A Reasonable Price”in Each CategoryCanadaUS-6 pts6 pts+20 pts+20 pts+19 pts+19 pts
67、+19 pts+19 pts+19 pts+19 pts+24 pts+24 pts+20 pts+20 pts+19 pts+19 pts+18 pts+18 pts+18 pts+18 pts+16 pts+16 pts+15 pts+15 pts+20 pts+20 pts37%37%63%63%Canadians Who Have“Go-To”Brands They Trust When It Comes to SustainabilityAmericans are more likely than Canadians to say they have“go-to”sustainabl
68、e brands.There is a 22-percentage point difference between respondents in the two countries.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Sustainability 202377%77%2737%59%59%41%41%Americans Who Have“Go-To”Brands They Trust When It Comes to Sustaina
69、bility59%Tailor messaging and marketing Tailor messaging and marketing strategies to local perspectives:strategies to local perspectives:Marketers should adapt their messaging and marketing strategies to resonate with the specific priorities of each market.For Canadians,emphasizing the environmental
70、 aspects of sustainability and showcasing how products or services align with government-driven agendas can be effective.In the US,marketers should consider a broader approach that highlights not only environmental sustainability but also factors such as equity and economic impact.Implications for M
71、arketersdentsu Consumer Navigator-Sustainability 2023|Navigator|Navigator1.Leverage distinctions in attitudes and behaviors to make sustainability messaging more salient.Seize the opportunity to meet rising Seize the opportunity to meet rising Canadian expectationsCanadian expectations.Despite being
72、 less influenced by branded communications and having fewer established sustainable brands,Canadians express a strong desire for increased corporate action on sustainability.This presents a chance for marketers to proactively communicate and demonstrate a broad range of sustainable practices and com
73、mitments.By aligning with the values and expectations of Canadian consumers,marketers can build trust,enhance brand reputation,and establish a strong foothold in the Canadian market.Harness the link between agency Harness the link between agency and hope.and hope.By emphasizing the positive impact t
74、hat individual actions can have on sustainability,marketers can inspire consumers and instill optimism.Sharing success stories,featuring relatable role models,and providing practical tips and guidance can all help engage consumers in adopting sustainable behaviors.Additionally,marketers should focus
75、 on building a sense of collective responsibility and shared purpose to encourage individuals to see their contributions as meaningful and impactful.Prioritize transparent and consistent Prioritize transparent and consistent messaging and practices to meet US messaging and practices to meet US expec
76、tationsexpectations.With the stronger culture of holding brands accountable in the US,consumers are actively monitoring sustainability claims and making purchasing decisions accordingly.To resonate with American consumers,brands need to demonstrate their commitment to sustainability through clear an
77、d credible messaging,backed by tangible actions.By building trust and cultivating a reputation for sustainability,marketers can capture the attention and loyalty of the US audience.2.Meet consumers where they are in their expectations of brands;then exceed those expectations.Dentsu is the network de
78、signed for whats next,helping clients predict and plan for disruptive future opportunities and create new paths to growth in the sustainable economy.Taking a people-centered approach to business transformation,we use insights to connect brand,content,commerce and experience,underpinned by modern cre
79、ativity.As part of Dentsu Group Inc.(Tokyo:4324;ISIN:JP3551520004),we are headquartered in in Tokyo,Japan and our 65,000-strong employee-base of dedicated professionals work across four regions(Japan,Americas,EMEA and APAC).Dentsu combines Japanese innovation with a diverse,global perspective to dri
80、ve client growth and to shape society.Visit:;.About dentsuAs part of its commitment to serving clients in the business-to-business-to-society(B2B2S)capacity,Dentsu is pleased to offer Dentsu Good,a sustainability accelerator.With a team of subject matter experts and a suite of consultative services,Dentsu Good helps clients scale sustainable solutions and drive purpose-driven impact in the sustainable economy.Visit:https:/ Good