As every year, Univers Retail supports LSA in the analysis of the Responsible Brands Barometer. This study* enables us to understand consumer behavior with regard to corporate responsibility.
As we've seen since 2020, brand responsibility is a key issue when it comes to consumer behavior. Today, it's vital to understand how they work, so as to meet their needs as effectively as possible. Times change, and so do habits.
This 2023 edition shows some interesting movements in the overall and departmental rankings.
The criteria for determining stakeholder involvement are: transparency, product/service quality and safety in the first place, but also, just behind, the exogenous effects of a company's activity, the importance of national preference, the reduction of the carbon footprint and, finally, local employment.
The general assessment: we can do better! In fact, 55% of French people believe that consumer brands are not committed enough to the environment; 37% think the opposite, a figure that has risen by 2 points.
You will find the results of this study in 3 episodes:
In order to carry out this study, LSA selected a representative representative panel to take into account all categories of the French population (5000 people). It is important to understand that individuals will not behave in the same way depending on their age, sex, their professional social categorythe or where they live.
Things to remember :
Women aged between 66 and 72, inactive or CSP+., living aloneewithout children, reparties sur l'ensemble du territore are the most sensitives to brand responsibility.
The expert's opinion:
This year, we can observe two mainux changes. Firstly, the inactive are taking a stand and have become more sensitive to issues related local employmentproduct safety and national preferences. This deshows an evolution in awareness. In addition, there is less disparity between regions. The impact is felt across the whole of France. This proves that little regardless of one's place of residence or professional social category, lhe importance of brand responsibility is a strong marker among consumers.
The vision of the French:
The French all have a different view of responsibility. Whether in everyday life or in a more global sense, each individual forms his or her own opinion. Here, we're going to find out what the French think about brand responsibility. We'll be analyzing their feelings on the economic, social and environmental levels.
Things to remember :
According to the study, the French feel that brands are not sufficiently committed to quality, transparency, business practices, local employment, French resources and carbon footprint.
The expert's opinion:
The results were indisputable: none of the criteria received a majority of "yes" votes. This represents a real challenge for companies. Successfully convincing the French through action should be a priority for companies.
Things to remember :
76% of French people are influenced by corporate responsibility. Women in the south-west and north-west of France, aged 25-34, in couples with or without children, are the most sensitive.
The expert's opinion:
In 2022, 77% of French people were influenced by corporate responsibility when making a purchase. This year, the average is no lower. In fact, environmental and social responsibility issues are at the heart of the news and continue to fascinate the French.
As we've seen in previous episodes, brand responsibility is a real issue. Here, we take a look at the top companies in terms of image. It's important for the French to consume fairly. Here are the companies that made it into the ranking.
Things to remember :
As every year, the brand rankings vary widely. Once again, we can observex enterings but also strong movements ins positions. Take the following brands, for example brands: Patagonia winsto 4 places, while Intermarché lost 4 places. In the creamery sector in particular, we can see the impressive arrival of Intermarché in the rankings.e of Andros, up 6 places.
The expert's opinion:
What we have to conclude from this is that nothing is static.. Indeed, acompany can move in or out of the ranking from one year to the next. This means that thatto chains continue their efforts, linkedresponsibility, to continue French people's hearts.
* Online study by Infopro Digital Études and Univers Retail from March 16 to April 13, 2023 among 5,000 respondents representative of the French population.
