how can behavioural economics improve policies affecting consumers? brussels, 28 th november 2008 v....
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How can behavioural economics improve policies affecting
consumers?
Brussels, 28th November 2008
V. ScailteurProcter & Gamble – Government Relations Europe
The Consumer is Boss!
Understanding consumer needs- desires-aspirations
R&D /innovation
Building trusted brandsOver 300 brands in over 180 countries
Present in every market in Europe
Influencing consumer behaviour?
A sustainability example
Consumer segmentation studies
….will buy environmental products only if the products first
meet key consumer needs such as quality,
performance, convenience and price.
Sources: NMI, ROPER, MORI, IGD (WBCSD - Case Study 2008)
Consumers highlight:
1. Packaging
2. Chemicals
3. Product Use
R&D : Detergent as effective at lower temperature
AND
Communication/ education (advertising campaigns, Energy Government bodies, NGO’s…)
Communication
Brilliant Cleaning at
low temperature …
AND
Energy Savings …
30° and lower
Ariel
users28 %
2007 (market) 17%
2002 3%
People are turning to 30°
Source: IPSOS Habit & Practices Study 2002 & 2007
A building business opportunity!
Find a way for consumers to have performance, value, AND sustainability – not Either…or
To gain consumer engagement
• Real societal benefit• Communicated clearly/understood
AND • No trade offs
To appeal to the mainstream “sustainability consumer”
Value…
Consumer expectation for the best solution at the best price….
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