better brands empathic branding 2021
Post on 13-May-2022
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Consumers in Germany have two basic demands: They expect the best quality at the lowest price. It‘s increasingly difficult for brands to set themselves apart from the competition through improved performance alone. They must be seen as taking actions that increase value – and they so often mention the buzzword “sustainability” that companies can no longer ignore it.
Empathic branding in the New Normal
Better Brands
2021
The unfettered consumer society is a thing of the past. Issues like climate change, the Black Lives Matter movement and the conoravirus pandemic are changing the way we think and act.
At first glance, all these topics are vying for our attention. Upon closer examination the big picture comes into focus: On a larger scale, it’s all about ethical behavior.
Within this context brands are coming under particular scrutiny. They are facing the same demands and expectations as government and scientific institutions. At the same time, they are deeply mistrusted.
We wanted to find out what distinguishes a good brand from a better one, and what consumers really expect from brand design. We surveyed more than 5000 people in Germany. Here’s an overview of our findings.Lu
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Fresh goods1003 respondents
The “Better Brands 2021” study examines the possibilities of empathic brand management and takes a detailed look at five sectors and their leading brands. In collaboration with the quantilope market research agency, we surveyed 5012 consumers representative of the population of Germany.
Beauty care1000 respondents
Snacks & Sweets1008 respondents
Alcoholic beverages1000 respondents
Insurance1001 respondentsB
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1Everyone loves a heroConsumers want brands to act conscientiously, but most of all they are looking for role models. So there is a lot to be achieved by companies with a pioneeringspirit. This is your opportunity to set new standards within your industry!
2It takes a human touch Sustainability is more than just an ecological buzzword, and social issues are often of more concern to consumers than the health of the planet. Take a multi-dimensional view of sustainability and adopt a broader stance on ethical issues!
3It’s OK to have funEven serious topics can be addressed in a light-hearted way – that’s the challenge for brand design and communication. Create new brand codes and keep your design innovative! It’s OK to spread good cheer while doing a good deed.
4Individuality mattersThere is no one-size-fits-all recipe for success when it comes to reconciling commercial interests and ethical responsibility. But our report provides basic recommendations for companies and brands.
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Sustainabilityhas been long
common sense.
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Welcome to the new normal.Brands can no longer avoid addressing the topic of sustainability.
Sustainability is not just a trending topic among “Generation Greta” but a subject of interest to a wide majority of the population.
Noticeable differences can only be found when it comes to income, education and political leanings.
Gender
Age
Education
Place of residence
Income
Political leanings
MenWomen
> 39 18–39
No college degreeCollege degree
RuralUrban
Lower incomeHigher income
More to the rightMore to the left
Responses in top 3%; n= 5.012
Nearly three-quarters of all Germans are interested in the topic of sustainability.
Sustainability is not just green,it’s also social and economic.Sustainability is about more than the environment. The survey respondents are concerned with much more than just the ecological aspects.
The highest approval level was given to a statement against racism that is representative of the social aspects of sustainability. Other core statements revealed a generally positive and open-minded attitude, also regarding economic aspects.
Skeptical statements are much farther down the list – even though we live in a country that obviously has some catching up to do in terms of sustainability.
The results make it clear that brands need to take a much broader position when it comes to sustainability.
Agreement with statements about sustainability (excerpt), Responses in top 2%; n= 5.012
All people should be treated equally, regardless of skin color.
Without climate and environmental protection our planet will perish.
Sustainability is more than just a “green,” environmental issue.
Waste of resources is the biggest problem of our time.
Respect for human rights is more important than securing prosperity.
Only a few people can afford to maintain a sustainable lifestyle.
Living sustainable requires doing without a lot of things.
In the current crisis there is nothing more important than sustainability.
When it comes to sustainability, Germany is a role model for the rest of the world.
If you manage your business sustainably, you’ll never get rich.
Sustainability is just a passing trend that will end soon.
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If you want to convey a message of sustainability, do you have to print “green” illustrations on uncoated, recycled paper? Those days are over! The positive attitude toward sustainability has an impact on design. Designs can be colorful, bold, loud and humorous – and a major of respondents will still associate them with sustainable values.
A contemporary interpretation of the topic of sustainability relies on renunciation and conscientiousness and more on optimism and a lust for life.
If you are courageous enough to create new aesthetic codes, you can become a design pioneer!
58%“Sustainability and
loud, funny advertising go
together for me.”
59%
Laughter is allowed! Joie de vivre beats a moralistic attitude.
“Sustainability and bold colors go
together for me.”
Responses in top 3%; n= 5.012
It’s up to each of us.That also means each brand!Sustainability is not just a “nice add-on” –consumers in Germany expect brands to stake a clear position and take decisive action. In fact, they hold brands even more responsible than they do the science and research community.
Examining the data by age group shows that sustainable entrepreneurship is something not only Millennials expect, but also (and primarily) consumers over the age of 39.
Especially when it comes to sustainability, brands should keep an eye on older target groups and align their purpose with age-independent values.
Excerpt of place 1-5, Responses in top 2 %; n = 5.012
1st place: Each individual person
2nd place: Government/Politics
3rd place: Companies/Brands
4th place: Science/Research
5th place: Marketing/Advertising
66%Age 18–39
77%Age 39 +
Who or what do you hold responsible for sustainability?
Older respondents in particular hold companies/brands responsible for sustainability:
Sustainability by sector:room for improvement.The Better Brands study examines the specific expectations respondents have of the various sectors. The data make it possible to derive concrete recommendations for ethical brand management.
Just a quick glance makes it clear that currently none of the sectors is living up to consumers’ high expectations.
That means brands that take the initiative now can position themselves as pioneers and shape the way their sector is perceived.
Energy/Home appliances
Food/Beverages
Culture/Education
Cosmetics/Personal care
Pharmaceuticals/Medicine
Cleaning supplies
Fashion/Apparel
Telecommunications
Automotive/Mobility
Media/Journalism
Luxury foods/Alcoholic beverages
Games/Entertainment
Travel/Tourism
Finance/Insurance
How do you rate the sustainability of these industries?
Responses in Top2 %; n = 5.012
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BEAUTY CARE Adidas Care • Alverde • Art Deco • Axe • Balea • Brillance • Catrice • Clinique • Diadermine • Dove •
Dr. Hauschka • Duschdas • Estée Lauder • Fa • Florena • Garnier • Gliss Kur • Got2b • Guhl • Head & Shoulders • Kneipp •
Lancôme • Lavera • M.A.C. • Maybelline • Nature Box • Nivea • Palmolive • Pantene Pro-V • Rituals • Schauma • Shiseido •
Syoss • Tabac Original • Taft • Weleda
INSURANCE Allianz • AOK • ARAG • AXA • Barmenia • Barmer • CosmosDirekt • DAK • Debeka • DEVK •
Die Bayerische • ERGO • Generali • Gothaer • Hamburger Feuerkasse • Hannover Rück • HanseMerkur • HDI • HUK-Coburg •
Munich RE • Nürnberger Versicherung • Ottonova • Provinzial • R+V Versicherung • Signal Iduna • Talanx • Techniker
Krankenkasse • Versicherungskammer Bayern • Württembergische • Wüstenrot • Zurich
SNACKS & SWEETS Bahlsen • Balisto • Chio • Crunchips • Duplo • Funny Frisch • Goldfischli • Hanuta • Haribo • Katjes •
Kinder • Knoppers • Leibniz • Lindt • Mars • Milka • NicNac‘s • Nimm 2 • Oreo • Pick up! • Prinzen Rolle • Ritter Sport •
Saltletts • Schogetten • Snickers • Soft Cake • Toffifee • Trolli • Tuc • Ültje
FRESH GOODS Activia • Almette • Almkäse • Aoste • Bärenmarke • Bauer • Bavaria Blue • Berchtesgadener Land •
Bergbauern Käse • Bonifaz • Bresso • Ehrmann • Exquisa • Géramont • Grünländer • Gutfried • Herta • Hochland • Landliebe •
Meggle • Meica • Milram • Müller • Philadelphia • Reinert • Rougette • Rügenwalder • Weihenstephan • Wiesenhof • Zott
ALCOHOLIC BEVERAGES Aperol • Bacardi • Beck‘s • Berentzen • Bitburger • Bree • Campari • Cinzano Asti • Erdinger •
Faber • Feigling • Freixenet • Fürst von Metternich • Henkell • Jack Daniel’s • Jägermeister • Jim Beam • Käfer • Klopfer •
König Pilsener • Krombacher • Kuemmerling • Mumm • Rotkäppchen • Sierra Tequila • Söhnlein • Three Sixty Vodka •
Veltins • Warsteiner • Wodka Gorbatschow
Leading the way or pulling up the
rear?– Where are you?
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Way ahead in terms of sustainability
Weleda is the brand that is most strongly perceived as sustainable across all industries. As an organic cosmetics brand, Weleda carries ecological awareness in its DNA – but no brand comes close to Weleda in social and ecological aspects either.
In-house brands show no sign of weakness
In-house brands like Alverdeeasily hold their own against “real” manufacturer brands in the area of cosmetics and personal care. The positive image of the DM umbrella brand also creates a “halo effect” in terms of ethics.
AOK is the most sustainable insurance company
Is it the brand’s green color or the tree in its logo? Probably neither. AOK is valued for its strong social and corporate commitment and is thus a pioneer in the insurance industry.
Initiatives introduced by Katjes pay off
Especially among female consumers, the brand is anchored as ecologically sustainable. However, there is a need for them to catch up on social factors and design.
Leading brandsin the Better Brands study
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.Where does your brand stand – and where do your competitors stand?
The “Better Brands 2021” study provides an exclusive insight into the sustainability image of industries and brands.
In a brief presentation we summarize the central influencing factors and core findings for your industry.
To what extent does your brand’s design convey an impression of sustainability?
Sustainability can be seen in very different aesthetic details. For many brands it is worthwhile to overcome learned viewing habits and define new codes.
Use our data and our expertise for a quick check of your brand appearance!
What does “empathic brand management” mean for your company?
Credibility is essential when it comes to ethical values and initiatives.
In a workshop, we discuss with you which statements can credibly represent your brand – and where greenwashing begins.
Would you like more information about Better Brands 2021?
Contact us today if you have any questions about the study and make an appointment for a personal meeting.
strategie@peter-schmidt-group.de
Lukas CottrellManaging PartnerTel +49 69 850993 – 0
Peter Schmidt Group was founded in 1972 and is currently Germany’s top-selling brand and design agency. As a partner for positive change, we combine meaningful ideas with a fascination for design to create solutions that are both highly effective and easy to use.
We advise our clients on the possibilities of sustainable design – both in consumer branding and consumer design. We are the lead agency for Deutsche Bahn and Mercedes-Benz, and we also work for Henkel, the REWE Group, international beauty brands and medium-sized businesses.
The topic of sustainability is firmly anchored in the everyday life of our agency and leads year after year to special projects that provide ecological, social and societal impulses.
www.peter-schmidt-group.deYou
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