ANDRA CONSTANTINESCU Uncovering emerging trends in sustainability and predicting the sales impact of sustainability advertising - SORMA
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Uncovering emerging trends in sustainability and predicting the sales impact of sustainability advertising An applied case of Digital Analytics and AI on the Romanian market ANDRA CONSTANTINESCU Account Director | Creative Domain Lead, Kantar Romania
Contents
1 Sustainability in the Current Context
2 Approach
3 Looking at Emerging Trends to Identify
Opportunities
4 Getting Sustainability Communication Right:
Romanian examples & Learnings
5 To Sum Up
2
Globally, sustainability remains a top priority that
people are worried about and believe need to be
tackled
% People mentioning big issues that need to be solved
35% 35%
28%
25%
17% 16%
21% Inflation
15% 13%
11% 11%
6%
Economy War Climate issues Social Work, Pay, Violence & Covid Health Government Resources / Education
problems Unemployment Crime Pandemic and Politics Energy related
Source: Kantar’s Global Issues Barometer – Wave 2, April 2022
Q5 What are some of the big issues that you think something needs to be done about? (OE)
Base: Total (19 countries)
Businesses are expected to take action on many
fronts, starting with climate - related ones
Whose responsibility is to help solve/tackle this issue? Businesses…
67%
47%
43%
35% 35% 33%
25% 24%
20% 18%
11%
Climate Work /Pay Resources Inflation Economy Social Health Covid-19 Political / Violence War
issues / Energy problems Governments & Crime
issues
Kantar’s Global Issues Barometer – Wave 2, April 2022
Q5a. Whose responsibility is to help solve/tackle this issue?
Base: Total (19 countries)
For the world's largest companies, "nearly 100%" of CEOs believe Sustainability is critical to their companies' future success. UN Global Compact - ACCENTURE
There are trillions of dollars of potential revenue
sitting in untapped opportunities
$382 $630 $12
billion billion trillion
Spending power of the In net material cost In four key
most sustainably savings if circular economic areas by
engaged in the FMCG economy* adopted in 2030*
sector alone manufacturing sectors
Better Business,
Kantar’s Ellen McArthur Better World
#WhoCaresWhoDoes Foundation WBCSD
1. The circular economy is based on three principles: Eliminate waste and pollution,
Circulate products and materials; Regenerate nature.
2. The four areas are: Energy, Cities, Food & Agriculture, Health & Well-being. 6
But becoming a sustainable business and taking advantage of it isn’t an
easy job, as the following stand in the way
ACCOUNTABILITY THERE ARE SOME AND OPPORTUNITIES
MUSTS TO SOLVE TO STAND OUT
People want to take Companies need to tackle …and also use ‘swords’ to
action, but they don’t see some issues first to ‘shield’ stand out from others
it as their job to lead themselves from complaints
CYNICISM VALUE-ACTION GAP
People are cynical about People have many barriers
brands jumping on preventing them from buying or
the bandwagon acting sustainably
7
3 of the ways in which we help in the sustainability
journey
Identifying consumer Identifying the sustainability Ensuring communication is
expectations topics that are hot and here effective
to stay
What consumers expect from companies Sustainability topics searched for Checking if it cuts through
Themes that fit with the industry: ‘swords Mass-market trends Checking if it builds affinity and/or
and shields’ Disruptor trends differentiation for the brand
Based on big data
1.Through the Sustainability Sector Index 2. Through Emerging Trends (Dx analytics) 3. Through advertising pretesting with Link/Link AI
Identifying opportunities by looking at topics that are hot and here to stay
People’s sustainability concerns are rooted in
what impacts their daily lives
Issues impacting…
THE WORLD
Concerned about issues that
impact the broader world.
MY WORLD
Concern for issues that
impact my life.
1 Experience of environmental issues and structural
social inequalities is increasingly real and raw.
2
ME
Concerned about issues that Global issues become most relevant when
impact me personally. framed in local context.
3 Less notion of abstract ‘sustainability’, more
focus on specifics.
Source: Kantar Global MONITOR 2022Survey data reveals that Romanians are primarily
concerned with social issues. Climate action &
water pollution are also big topics….
4.4
4.1 3.9 3.7 3.7
3.4 3.4 3.4 3.3 3.3
Child labour and Poverty Access to Air pollution Water pollution Access to jobs Improper disposal Lack of safe waterRights at work and Business
worker exploitation healthcare with a sufficient of hazardous living wage corruption and tax
living wage waste evasion
DECENT WORK AND ECONOMIC NO POVERTY GOOD HEALTH AND WELL-BEING CLIMATE ACTION CLEAN WATER AND SANITATION DECENT WORK AND ECONOMIC RESPONSIBLE CONSUMPTION AND CLEAN WATER AND SANITATION DECENT WORK AND ECONOMIC PEACE, JUSTICE AND STRONG
GROWTH GROWTH PRODUCTION GROWTH INSTITUTIONS
Environmental concern Social concern
Top concerns on sustainability (out of 43 topics – Max Diff mean score of importance)
Note: please refer to our “How to interpret Max Diff results?” slide in the appendix for information on how to interpret the results
Source: Kantar Sustainability Sector Index 2022 Q16. Which of the following environmental or social issues should companies be most concerned about
tackling and least concerned about? (Max Diff) Base n =1000…and, in searches, we see a growing interest
towards the environment (e.g. Climate Change,
ESG, Carbon Footprint)
Topic by trend Increase 2022 Size
Climate Change 169% 63,602
Environmental, Social and Corporate 165% 5,766
Governance (ESG)
Carbon Footprint 83% 3,241
Inflation 74% 86,919
Solar Energy 71% 407,887
Renewable Energy 57% 10,552
Disposable Product 54% 3,986
Solar Power 50% 17,286
Circular Economy 44% 3,939
Diversity 41% 5,598
Wind Turbine 41% 49,386
Animal Testing 38% 2,375
Women’s rights 38% 3,684
Unemployment benefits 37% 3,164
Waste container 37% 43,331
Emerging Trends Study on Sustainability -2022, RomaniaSocial and economic aspects (such as taxes, minimum wage,
inflation) remain important, as they are impacting life directly.
But we see an additional focus on alternative energy &
reducing waste, which gain their place in becoming mass
market in our country
Topic by size Increase 2022 Size
Discounts -7% 1,040,804
Credits -7% 811,578
Tax 7% 478,159
Solar Energy 71% 407,887
Minimum Wage 25% 224,794
Car Rental -3% 184,715
Herbicide 15% 136,841
Waste 6% 129,270
Recycling 16% 119,975
LED Lamp 17% 112,961
Packaging and Labeling 4% 112,806
Veganism 16% 91,978
Inflation 74% 86,919
Health Insurance -2% 74,584
Climate Change 169% 63,602
Emerging Trends Study on Sustainability -2022, RomaniaZoom in:
Renewable Energy
14Romania – Interest in Alternative Energy topics
over 2021 & 2022
(Potential demand & % growth)
Energy options are of major
interest during this period: solar, 407887
Solar Energy +71
wind, renewable: driving the
change towards more 112961 LED Lamp +17
sustainable resources in
49386 Wind Turbine +41
Romania.
49021
Wind Power +34
17284
Solar Power +6
This is connected with two areas: 14929 Electric Energy Consumption +50
climate action and reducing the
carbon footprint; and increasing 10552 Renewable Energy +57
cost of traditional energy 6409 Geothermal Energy +16
sources and their scarcity. 2595 Natural Gas Prices +23
* Selection of topics/brands/markets of focus 2397 Alternative Energy +13
Emerging Trends Study on Sustainability -2022, RomaniaInterest in solar energy rises more in Romania than globally,
showing the potential of the renewable energy industry locally….
Globally
Romania
Emerging Trends Study on Sustainability -2022, Romania…as well as Romanians’ pragmatism to finding solutions to
lower the costs of traditional energy sources
Solar energy is becoming mainstream as
a popular and attractive alternative to
other sources.
Mainstream
• What elements are people focusing on?
photovoltaic panels, solar panels, solar lamp,
pressurized solar panel, solar battery, solar
invertor, solar boiler, solar streetlamp
• What brands connected?
Dbsolar, Dedeman
• What specific needs?
Hot water, boiler
• Is interest likely to stick?
Yes, we are likely to see growth in 2023 also.What is of interest when it comes to alternative energy?
Top 10 by growth, 2021-2022
Disruptors & Mainstream
Wind Turbine, Wind Power LED Lamp, Alternative Energy, Renewable
Pragmatic and concrete interest in Electric Energy Consumption Energy
wind turbines & plants, also LED alternative also increasing, Boosting interest in all types of
considering pricing and house reaching for more energy energy/resources renewable and
needs. reduction. funds for accessing such sources.
Searches: AFM (environment fund administration),
Searches: Romstal (brand), eolian, eolian
Searches: led bulps, led, lamp, h7 bulb, Osram, green energy, solar energy, renewable energy,
energy, eolian/wind turbine, eolian price, eolian
led lamp, e27 light bulb, eMag eolian, NERO Renewables (brand), renewable
for the house, turbines, wind power plants,
resources
eolian 3 kw, 5 kw, wind farm, wave power plant,
eolian plant advantages and disadvantagesWhat is of interest when it comes to climate change?
Top 10 by growth, 2021-2022
Disruptors & Mainstream
Air quality, air pollution Carbon Footprint, Climate Change, Global
People wishing to understand Greenhouse Gas Warming
more about pollution and desire Personal or product, service Growing knowledge and
for quality air, connected also to footprint, connected also to popularity also boosted by the
quality life global warming. recent pandemic.
Searches: what is air pollution, air quality Searches: what is climate change,
Searches: carbon footprint, footprint calculator,
Bucharest, environmental pollution, pollution Antarctica, Greta Thunberg (activist), global
global warming, greenhouse effect, greenhouse
sources, air quality map, air quality sensor, air warming, global warming causes
gases
pollution effects, air hygieneGetting communication right
Brand ‘Power Contribution’
Simply talking about
brand purpose and
79% 27%
sustainability
doesn’t equal
success With 'Purpose' With 'Purpose' but
AND fits with brand weak fit with brand
Source: Kantar Link DatabaseIn fact, both authenticity and emotional storytelling are key in
the success of purpose/sustainability ads
Authenticity
StorytellingAds with social or environmental messages can
evoke strong emotions
Ads with social/environmental
messaging make people feel …but also
PROUD INSPIRED AFFECTIONATE GUILTY SAD
+26 +21 +19 +18 +17
Source: Kantar Link Database – average percentile difference for ads with social/environmental messages vs. ads without such messagingTop performing ads with sustainable or social
messaging have a more emotionally positive and
uplifting tone
Facial responses to Top performers
sustainability/social Bottom performers
messaging ads
Top performers elicit Bottom performers more
more positive emotions likely to be above average on
⁻ Valence (overall ⁻ Sadness
emotional positivity) ⁻ Downturned mouth
⁻ Smiles ⁻ Brow furrow
⁻ Joy ⁻ Confusion
Smiles Joy Valence Sadness Downturned Brow furrow Confusion
mouthBoth top and bottom performers evoke feelings of
guilt…
Average percentile Top performers
84
80 78 Bottom performers
76
64
56
43
39
Annoyed Guilty Inadequate Sad
Difference -41 -14 -33 -28
Base: 295 ads – Top & Bottom 25% of ads with environmental/social messages, based on overall effectiveness on Kantar Link projects…but top performers are better at leaving people
feeling confident, inspired, despite the difficult
issues they tackle
Average percentile Top performers
91 91 Bottom performers
86
82
55
42
31 28
Confident Excited Inspired Proud
Difference +55 +54 +49 +36
Base: 295 ads – Top & Bottom 25% of ads with environmental/social messages, based on overall
effectiveness on Kantar Link projectsSuccessful sustainability ads often use psychological levers such as these
ones to close the value-action gap and elicit positive feelings
Nature Implementation A sense Mitigating present Social learning
connectedness intentions of control bias (DO IT NOW) (THIS IS HOW YOU DO IT)
People’s innate A strategy in the A sense of control People’s inclination Observing, modelling, and
predisposition to form of an ‘if-then is one of the levers to focus on the here imitating the behaviours,
connect and identify plan’ that can of people’s innate and now and prefer attitudes, and
with the natural increase the motivation for immediate rewards emotional reactions of
world chances of goal psychological growth at the expense of
people
achievement long-term benefitsCoca Cola – Focusing on the collective
Coca Cola - LadyBird
Enjoyment Psychological
Top 20 levers used:
Relevant Nature
Top 30 Connectedness
Affinity Implementation
Top 30 intention
Branding
Top 30 Giving a sense
of control
Link Pretesting resultsWe’ve tested 12 video ads with a sustainability
message from Romania
to predict their sales and equity impact
Kaufland – Local Carrefour – Little box of Fashion Days - Black Friday Ikea – Green Friday 2021
producers 2022 greens 2020 2020 - The common sense
edition
OMV – Cleaner energy Ariston – A sustainable Vodafone – Supernet gives Dorna – Supports cleaning
for a predictable future world starts at home 2022 forests a voice 2021 of Romanian rivers 2022
Pepsi – The Pepsi taste, Neumarkt – You can rely ING – Money can be BCR – For a financially
now in a 100% recycled on proper men to take taught – Expenses 2021 intelligent Romania 2022
PET care of nature 2022 Testing done with LinkAI, trained on the Link databasePerformance in driving impact and equity is
mixed. Most miss the chance to differentiate and
create brand affinity
Compared to country pretesting normsSustainability advertising is more about
impacting equity, but can have an impact on
incremental sales as well when coupled with a
motivating promo message
Fashion Days – Black Friday 2020 – The Common sense edition
Persuasion Psychological
Top 5% levers used:
Involvement ⁻ Mitigating
present bias
Top 35%
Short term ⁻ Social
sales learning
likelihood
88%
Compared to country pretesting normsVodafone manages to create differentiation through
this ad by showing how it helps rangers prevent
deforestation
Vodafone – Supernet gives forests a voice
Enjoyment Psychological
Top 40% levers used:
⁻ Nature
Involvement connectedness
Top 30%
⁻ Implementation
Difference intention
Top 35%
⁻ Giving a sense
Power
of control
Top 40%
Compared to country pretesting normsThe Ariston ad, although quite passive in style, is
well liked and well connected to the brand,
building positive emotions and affinity through
making nature feel like home
Branding Psychological
levers used:
Top 20%
⁻ Nature
Enjoyment connectedness
Top 35%
Meaningful ⁻ Giving a sense
of control
Top 10%
Different
Top 15%
Power
Top 15%
Compared to country pretesting normsNeumarkt engages through subtle humour,
ensures brand fit through humour and characters
Neumarkt – You can rely on proper men to take care of nature
Branding Psychological
Top 20% levers used:
Enjoyment ⁻ Nature
connectedness
Top 35%
Involvement ⁻ Giving a sense
Top 15% of control
Persuasion
⁻ Social learning
Top 35%
Compared to country pretesting normsWrap up
1. Innovate with value in mind 2. Think of the immediate 3. Take advantage of disruptive
benefits especially connected to trends
how people work or live
4. Stay true to your brand 5. Elicit positive emotions 6. Use psychological levers
to close the value-action
gapQ&A
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