Offering Consumer-Relevant Solutions and Influencing Consumer Choices Uwe Bergmann OECD Corporate Responsibility Roundtable Paris, June 15 th , 2009
Jan 05, 2016
Offering Consumer-Relevant Solutions and
Influencing Consumer ChoicesUwe Bergmann
OECD Corporate Responsibility RoundtableParis, June 15th, 2009
2
Quality with Brands and Technologies
Laundry / Home Care
AdhesivesTechnologies
Cosmetic / Toiletries
Our Business Sectors and Top Brands
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Corporate Vision Corporate Vision
Corporate Values Corporate Values
Focal Areas Focal Areas
Sustainability − a Focus for the total Company
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A sustainable Business Model has to focus on the entire Value Chain
DisposalDisposal
DistributionDistribution
Use phaseUse phase
Raw materialsRaw materials
TransportationTransportation
Manufacturingof products and packaging
Manufacturingof products and packaging
Manufacturingof ingredientsManufacturingof ingredients
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From Pioneering Certificates for Sustainable Palm Kernel Oil
Henkel was the first company buying certificates for
Sustainable Palm Kernel Oil within the RSPO scheme
United Plantations, the Henkel supplier, was the first
plantation getting endorsement from RSPO for
their sustainability audit
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0
100
200
300
400
500
600
1958 1963 1968 1973 1978 1983 1988 1993 1998 2003 2008
MB
AS
, L
AS
[g
/sec
]
0
20
40
60
80
100
120
140
BiA
S [
g/s
ec]
MBAS
LAS
BiAS
Monitoring Surfactant Loads in Surface Waters (Rhine at Düsseldorf)
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Great Potential to deliver added Value & contribute to Sustainable Development
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Influencing Consumer Choices:Attitudes vs. Behaviour
There is a large gap between consumer attitudes, willingness and actual behavior change
The consumer will not compromise on performance, convenience or price
Global retail consumers segmented by
willingness to pay for products
with environmental & social benefits – Survey of consumers in Brazil,
Canada,China, France,
Germany, India, the UK and the US.
Source: The McKinsey Quarterly, March 2008.
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Identify desirable Improvement Options & suitable Approach(es)
Shower or Bath Installation
EnergySource
ProductDesign
Hot-WaterSystem
Consumer behavior
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Identify desirable Improvement Options & suitable Approach(es)
EnergySource
ProductDesign
WashingMachine
Consumer behavior
Progress requires Time & Continuity: Persil Advert 1982
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Cooperation to create a consistent Message: A.I.S.E. WashRight Campaign
Utilizing the Communication Portfolio to provide relevant Guidance
Sustainability in Laundry Washing: Progress from 1979 to 2008
Dosage (Grams per Wash Cycle)Water (Liters per Wash Cycle)
Energy per Wash Cycle (1978=100)
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Conclusions & Learnings
The roles of both business and consumers are intrinsically linked in terms of the sustainable use of products.
In the future, delivering performance based on both quality and responsibility will become increasingly important for consumer choices.
We need to influence consumers’ choices by communicating the top performance of our products, the added value of more sustainable choices and thus enabling behavioral changes.
This development offers great potential as a driver for innovative products - smarter consumer relevant solutions that link product quality to the shared responsibility of producers and consumers.