This 1st part of the survey defines what the French think a responsible brand is. We also find out how they feel about brands' commitment to the economy, society and the environment.
Things to remember :
Responsible branding is more than just a marketing concept. It can clearly motivate a purchase, or not. What's more, at a time when the customer experience is a top priority for retailers, brands need to be close to their customers, particularly through their commitments. There's still work to be done, however, when more than one in two French people don't feel that brands are sufficiently committed.
The study segmented the French according to their vision of the responsible brand. 4 profiles emerge: the first profile is that of the convinced, French people strongly influenced by the concept, who represent 29% of the French population. The second profile groups together the demanding - also strongly influenced by the concept - who are less convinced by the current commitment of brands. They number 22%. Next come the detached, who are less influenced by the concept, but who don't question the companies' commitment. They represent 49% of the French population. Finally, 3% of the French population are skeptical.
The second section, decoded by Univers Retail & LSA, describes the 4 consumer profiles and their purchasing habits.
Things to remember :
There are some differences in the way the French view responsible branding according to socio-demographic criteria, but these differences are small. It would therefore be dangerous to focus communication efforts on a single socio-demographic category.
In this 3rd installment, find out which brands were cited by the sample in response to the question "If you had to name just one responsible brand, which would spontaneously spring to mind?", followed by the top 3 by sector.
Things to remember :
Of the 10 brands mentioned, 9 are from the food sector. It's true that consumers were first made aware of the need to eat healthily before dressing in organic cotton, for example. It is therefore in the retail sector's immense interest to exploit all avenues of brand responsibility, whether by guaranteeing transparency, service quality, business practices or the choice of French materials.
This final section answers the question posed at the start of the survey: what impact does brand responsibility have on purchasing decisions? 36% of French people surveyed are strongly influenced by brand responsibility, with CSP+ and couples with children in the lead.
Things to remember :
In view of the barometer's reports, CSR positioning is no longer an option for brands and retailers.
Price makes less and less of a difference, and the French really expect a commitment when they consume.
A handful of brands are holding out on the principle, notably in the "sweet grocery" division (such as Nutella or the giant Coca-Cola, ranked last in the responsible brands ranking, but first in terms of purchasing habits...!)
