Consumers want to socially and environmentally responsible management

Study by Roland Berger Strategy Consultants to Corporate Responsibility (CR)

• New study "Socially responsible management and sustainability - potential for manufacturers and retailers?" by Roland Berger Strategy Consultants in cooperation with GfK Panel Services Germany examines attitudes and purchasing behavior regarding CR based on 40.000 households
• Research identifies five types of consumers that differ in terms of their CR affinity and CR topic interests.
• In order to reach CR-savvy consumers, companies must make CR part of their core business. It is crucial to address the specific CR needs of your target groups in a differentiated manner - then CR offers great potential

Consumers want a socially and environmentally responsible management and take the evidence indicates a higher price. This is the result of a new study by Roland Berger Strategy Consultants in cooperation with GfK Panel Services Germany. The study analyzes consumer attitudes toward CR and compares them with the actual purchasing behavior. The result: consumers with high CR claims are a strong audience. It is worthwhile for companies, CR holistically integrate into their business model: Properly implemented, can earn good money.

"The topic of CR has become too important for society to ignore. Companies must therefore develop a holistic CR strategy in their own interest and integrate it into their corporate strategy," says Regina Schmidt, partner in the Competence Center Consumer Goods&Retail at Roland Berger Strategy Consultants. Together with GfK Panel Services Germany, the international strategy consultancy surveyed consumers' attitudes towards the subject of CR and compared them with actual purchasing behavior. The basis are 20.000 households analyzed in the GfK household panels (GfK Consumer Scan and Consumer Scope). The surveys resulted in five consumer types, which differ in terms of their CR attitudes and requirements: the "Responsible Committed", the "Critical Consumer", the "Progressive Doer", the "Me-centred Connoisseur" and the "Responsible Family Man". ". "While the "responsible, committed person" feels more attracted to classic CR topics such as the environment, ethical standards and human rights, the "independent family person" is more interested in topics such as nutrition and health," explains Schmidt.

Attitudes influence purchasing decisions

"We found out that consumer attitudes are actually reflected in purchasing behavior," says Carolin Griese-Michels, Principal at Roland Berger's Competence Center Marketing&Sales. For example, the agreement with the question "Do you buy environmentally friendly products?" among the "Responsibly Committed" at 58 percent and among the "Critical Consumers" at 59 percent above average. Accordingly, these two consumer groups spend an above-average amount on ecological detergents and cleaning agents, for example. "So they consciously choose ecologically compatible products as well as providers with a corresponding holistic CR approach and accept higher prices for this," says Griese-Michels. Example organic products: 32 percent each of the "Responsibly Committed" and the "Critical Consumers" state that they prefer to buy organic products when it comes to food. Not only are they above the average of the population in terms of their attitude (21 percent), but they also actually spend a larger proportion of their food expenses on organic products.

The different types of consumers not only buy different products, they also shop differently. The total expenditures of the "Responsibly Committed" and the "Critical Consumers" are the highest compared to the other CR consumer types with 25.573 euros and 24.332 euros per year respectively.

CR offers potential for manufacturers and retailers

 Regina Schmidt: "It is important for companies to know the different types of consumers and the wishes of their buyers in order to be able to integrate them into their CR strategy." The conclusion of the study: Corporate responsibility offers considerable potential for manufacturers and dealers. "But CR can only really work if it is perceived as a profitable part of the core business and no longer as a cost factor or a gimmick," says Regina Schmidt. Carolin Griese-Michels: "A CR strategy with the watering can does not lead to the goal. It is crucial to know the specific CR needs of your target groups and to address them in a targeted manner as part of the corporate and brand strategy. It is time to make money with corporate responsibility to earn."

Order study

You can order the full study free of charge at:

https://www.rolandberger.com/services/form/com_rb_3907397684

Do not be confused by the English form, the study is in German.

Source: Munich [RBSC]