As we embark on this new decade, we face two important crises that will undoubtedly impact us all – the Covid-19 pandemic and climate change. Both are changing the way we shop, the way we consume, how we commute, work and inter-connect with each other in our daily lives. Both crises are creating a heightened concern about the future of our natural resources and how we should collectively work towards a sustainable future. Your customers are acutely aware of the ways in which not only individuals but also corporations impact the world we live in. As consumers seek to live their values, so too will they buy and consume based on those values. As a result, the majority of Fortune 500 companies have sustainability policies that articulate their commitment to being socially and environmentally conscious including reducing their global carbon footprint, improving manufacturing & distribution processes, and implementing smart supply sourcing.
Ultimately these efforts will impact the final goods and services delivered to the marketplace: the formulas, forms, benefits and packaging your customers see in stores, research online and experience in their lives. How do you ensure that the product, service and/or pack experience delivers holistically against consumer expectations from a functional standpoint but also with respect to one’s sustainability related values.
Executing pack and product research in the context of sustainability initiatives requires thoughtful research design including who you talk to, the stimuli and content you share with them and the varied type of feedback you request.
[WEBINAR] Why digital analysis is critical for pharma marketers
Join us for a complimentary webinar as Ipsos VP of Healthcare Digital Strategy Steve Reeves will take you through a pragmatic, detailed process for understanding how to think about digital readiness and the utilization of social and other digital data sources for insights gathering in healthcare.