Author: Ettie Etela

Why get so hung up about hotel towels?

July 2024, by Damien Field

Recently, I’ve been doing a lot of international qualitative research. This has led me to travel widely across Asia, Australia, India, the Middle East and the Americas. (MM-Eye’s Ecologi carbon offsets have been working overtime to cover this)

Along with Starbucks and hand sanitiser, another ever-present during these trips was a little card in my hotel bathroom encouraging me to hang my towels up, use them another day, and save the environment.

Now, I don’t know about you, but at home, the towels get washed every week, so keeping them for 2-3 nights in a hotel is not a major hardship.

So, rather than chuck the towels into the bath and look forward to fluffy, neatly-folded fresh towels every day, I took to hanging them up.

Here’s where the problem started and where I get to the point. More often than not, I’d come back to my room (after a hard day of ethnos and groups) and discover that my limp-used towels had been replaced with fresh ones. On the odd occasion when I was in my room when room service called, they would see it as an affront to their hospitality not to provide me with clean towels despite my asking to keep my old ones.

This is a classic example of the Say Do gap within an organisation. The marketing department and operational team at HQ get together to devise a positive message for customers, endorsing eco credentials. A lovely customer message is created. Yet, operational staff at the coal face are not briefed, trained, and supported to deliver the product. The customer is left feeling perplexed and mildly irked. The business does not get the environmental (or financial) savings.

A small example, maybe, but one that speaks volumes about the challenges businesses face in converting good corporate intention into tangible environmental action – and the customer risks of failing to do so.

MM-Eye is a market research agency that is dedicated to delivering Insights That Power Positive Change, those nuggets of understanding about how customers want, expect and perceive brands to behave when it comes to the environment.

We’d love to hear more about your business, help you sharpen your plans for positive change and close the Say Do gap between your intentions and operational practices.

If you would like more information about the work we do helping businesses close the Say Do gap, explore the details of our latest Say Do Sustainability Study on our website. You can also contact us at info@mm-eye.com or use the form below to book a consultation.

HOW DOES LOCAL KNOWLEDGE DRIVE GLOBAL RESEARCH SUCCESS?

July 2024, by MM-Eye

When research agencies carry out global projects, local partners often remain the unsung heroes. Their important on-the-ground expertise is essential for a successful project. At MM-Eye, we recognise the instrumental role these experts play, particularly as we expand our qualitative projects into diverse regions such as Africa, Asia and the Middle East.

The way we conduct global research has evolved significantly over the past 15 years, moving away from a global top-down strategy toward more meaningful engagement with local teams. This evolution has been important in ensuring we provide our clients with insights that take account of the emotional and cultural fabric of each market, ensuring our research is globally consistent and locally relevant.

The Power of Local Expertise

Our partnerships with local researchers and agencies across various countries have enabled us to tap into deep cultural insights and consumer behaviours that would be otherwise inaccessible. These collaborations allow us to understand the unique characteristics of each market, from urban centres to rural areas, providing a comprehensive view that informs our clients’ strategies.

A Collaborative Approach

Some of our most important projects involve direct collaboration with local teams. These teams play a fundamental role in determining how our clients communicate with consumers in meaningful ways. We leverage these local insights to provide clients with insights to tailor marketing campaigns and reflect the specific needs of the markets they operate in, preferences, and cultural nuances.

We essentially balance universal brand values with market-specific opportunities, offering an edge in varied markets.

Voices from the Field

To bring these insights to life, we incorporate voices from the field— we work all over the globe, and our local partners in markets such as Africa, Asia, and the Middle East share their firsthand experiences and observations. Their invaluable contributions are important in adapting the relevance of our insights to specific markets, ensuring that our clients can make informed decisions that provide a global fit while being locally made.

Our Role and Perspective

At MM-Eye, we pride ourselves on our ability to integrate global consistency with local relevance. Our role is not just to gather data but to interpret it through the lens of local expertise, providing actionable insights that drive strategic decision-making. We believe that the future of global research lies in this collaborative partnership with local experts, allowing us to navigate the complexities of diverse markets effectively.

As we continue to expand our research initiatives in Africa, Asia and the Middle East, we remain committed to leveraging the invaluable expertise of our local partners. In embracing the power of local expertise, MM-Eye ensures that our clients understand and connect with their target audiences in meaningful ways.

If you are interested in learning more about our global research capabilities, contact us today at info@mm-eye.com or use the form below to book a consultation.

Are You Using Segmentation to Boost Your Business Insights?

July 2024, by MM-Eye

At MM-Eye, our journey to understanding consumers starts with understanding our client’s objectives. Often, this means delving into their markets and uncovering the diverse makeup of their consumer base. Whether grasping the nuances of sustainability engagement or identifying luxury consumer behaviours, segmentation is our key tool for driving deeper understanding and delivering actionable insights.

Why We Use Segmentation

Segmentation is important because it allows us to break down large, heterogeneous markets into smaller, more manageable groups. By doing so, we can identify specific consumer segments that share similar characteristics, behaviours, and needs. This enables businesses to understand the different facets of their market in a granular way, providing a clearer picture of who their consumers are and what drives them.

How Segmentation Provides Actionable Insights

Effective segmentation transforms raw data into meaningful, actionable insights. For instance, as part of our Say Do Sustainability Study (SDSS) study, we have analysed distinct consumer groups based on their engagement and attitudes towards sustainability. This segmentation highlighted critical differences in how consumers perceive and act on sustainability issues.

In identifying these distinct groups, businesses and brands can tailor their strategies to meet the specific motivations and needs of each segment, ensuring their initiatives are impactful and connect deeply with their target audience. For example, a segment that is highly engaged in sustainability may respond positively to eco-friendly product innovations and transparent corporate practices, while another segment might prioritise cost-saving measures that also happen to be sustainable.

MM-Eye Custom Segmentation Studies

At MM-Eye, we specialise in providing a comprehensive understanding of your market through advanced segmentation techniques. Here’s how we can assist your business:

We design our segmentation studies to your specific needs, whether you’re exploring consumer behaviour in sustainability, luxury, or any other area. We customise our approach to ensure that we capture the unique dynamics of your market.

MM-Eye Driving Actionable Insights

Our segmentation analysis offers deep insights that inform strategic decisions. We help you understand who your consumers are, what they value, how they behave, and why they make certain choices. Armed with our segmentation insights, you can develop more precise and effective marketing, product development, and customer engagement strategies. This targeted approach maximises your return on investment and enhances customer satisfaction.

Segmentation is a powerful tool that can unlock a deeper understanding of your market and drive more effective business strategies. At MM-Eye, we are dedicated to helping you harness this tool to its full potential. When you understand the distinct needs and motivations of your consumer segments, you can create more impactful and significant actions that drive success.

Ready to discover the power of segmentation? Contact us today at info@mm-eye.com or use the form below to book a consultation with us.

What Is An Impact Report?

June 2024, by MM-Eye

We recently released our interim impact report, which was well received by our clients and suppliers. Given the positive feedback, we thought it would be helpful to discuss impact reports, why companies produce them, and how they can be beneficial.

What is an Impact Report?

An impact report is a comprehensive document that outlines the effects of a company’s operations on various stakeholders, including the environment, society, and the economy. It goes beyond traditional financial reporting by focusing on the broader consequences of a company’s activities. These reports provide a holistic view of a company’s contributions and responsibilities, offering transparency and accountability.

Why Do Companies Produce Impact Reports?

• Companies produce impact reports to maintain transparency with their stakeholders. By clearly communicating the outcomes of their operations, they hold themselves accountable for their actions.
• These reports help engage stakeholders, including customers, employees, investors, and the community. They offer insights into the company’s commitment to social responsibility and sustainable practices.
• Impact reports serve as tools for measuring and assessing the effectiveness of a company’s strategies and initiatives. They highlight areas of success and identify opportunities for improvement.
• Companies build trust with stakeholders by showcasing their impact. Demonstrating a genuine commitment to positive change can enhance a company’s reputation and strengthen relationships.

The Benefits of Impact Reports

Impact reports offer several significant benefits, both for companies and their stakeholders.

• Stakeholders can make informed decisions based on the detailed information provided in impact reports. This can influence consumer choices, investment decisions, and policy-making.
• Organisations that produce thorough and honest impact reports are often viewed more favourably. This can lead to increased customer loyalty, investor confidence, and overall market reputation.
• By regularly assessing their impact, companies can identify areas for improvement and develop strategies to enhance their positive contributions over time.

Can We Help You with Your Impact Report?

As a B Corp, employee-owned business, we understand the importance of impact reporting and the challenges that come with it. We went to use our own experience to help other organisations produce detailed and accurate impact reports that resonate with their stakeholders.

Partnering with MM-Eye means you can effectively showcase your company’s contributions, build trust with stakeholders, and drive continuous improvement in your operations. Let us help you create impactful reports that demonstrate your commitment to positive change and sustainability. Contact MM-Eye today at info@mm-eye.com or use the form below to book some time with the team.

Proud to be Employee Owned – a personal perspective

June 2024, by MM-Eye

Today is Employee Ownership Day, when companies across many sectors in the UK celebrate and showcase the benefits of being employee-owned. Here at MM-Eye, we are incredibly proud to be a member of the growing employee-owned business community and want to mark today by reflecting on the benefits and impacts of being partners in a business we collectively own.

MM-Eye became 100% employee-owned in January 2023.  At the time, we were all excited about the transition and what this would mean for our business and for us individually.  Now, we are 18 months into this new chapter for MM-Eye, and we are proud of the culture of empowerment and ownership which is embedded in our business.  Along with our B Corp certification, which we secured in September 2023, we feel our employee-owned status reflects our values here at MM-Eye of being empowered, being supportive and acting with integrity.

But how does it really feel to be an employee-owner? How different is it from being just an employee?

Our colleague Katie joined MM-Eye 9 months ago, coming from a large company.  Her recent experiences here at MM-Eye give great insight into the benefits of working in an employee-owned business to the individual.

Katie says ‘Since joining MM-Eye and becoming a partner in an employee-owned company, I can confidently say the experience is incredibly rewarding compared to working for a large limited company.’

Picking up on the sense of ownership and motivation this brings, Katie goes on to say, ‘Here at MM-Eye, we all have a direct stake in the success of the business, which encourages joint responsibility and collaboration. I’ve always been motivated by a job well done, and this is now even more apparent.  Knowing that my efforts directly impact the company’s performance motivates me to go the extra mile.’

Katie’s sense of empowerment as an employee-owner shines through when she says ‘Unlike in a large limited company, where decisions are made by a distant board of directors, we have a say in major decisions, which has increased my sense of belonging and pride for the company.’

Reflecting on the supporting culture here at MM-Eye and opportunities for personal development, Katie concludes, ‘We are a close-knit workforce, and we are all working towards a common goal and really support each other. In my 9 months at MM-Eye, I have been involved in so many different areas of the business that I would never have had the chance to be part of previously. My knowledge has grown, and the experience has been eye-opening, rewarding, challenging, but most of all, fulfilling. I am so pleased I made the move.’

According to the Employee Owners Association, the number of employee-owned businesses in the UK is growing exponentially, with over 1,700 in the last count.  Research shows that the EO sector punches well above its weight across multiple dimensions of impact for employees, communities, and the wider economy.  Our own experience as a business and as individuals supports this.  If you think employee ownership could be the right path for your business, we would be very happy to share our experiences.

Co-Streaming Research: The key to increased esports viewership

June 2024, by Matias Van der Heijden

What is “Co-Streaming”? Many people, especially those unfamiliar with esports (if you’re unfamiliar with esports I recommend reading my previous article) won’t have heard the term “Co-Streaming” before. “Co-Streaming” is when a content creator or streamer broadcasts an event live alongside the official broadcast. It has been growing more and more popular over the last few years and is really starting to show now. Many large creators, especially higher-level players, are utilising their knowledge and entertaining broadcasts to increase overall viewership of live events.

This was shown recently in the League of Legends mid-season invitational, where one creator, “Caedrel,” co-streamed the event and surpassed the viewership figures of the official English broadcast. Many fans look to streams like his to watch the broadcasts as the creators add their own commentary over the official streams. But some fans will watch co-streams for different reasons.

The language barrier is a longstanding issue for fans trying to watch live events. Many tournaments are doing well with providing coverage of different languages for their broadcasts, but it isn’t perfect. Co-streaming tackles that issue perfectly. Many fans who don’t speak an officially covered language can now find a creator from their region covering the event, from Romanian to Tagalog (which saw 20x more viewership compared to last year); in MSI 2024, 19 languages were covered by a wide range of Co-streamers.

Many different games have been using this now, with League of Legends and Counter Strike being two of the big names implementing it. In Counter Strike, the Brazilian content creator “Gaules” has been around for a while, streaming the events and drawing in massive viewership. Covering a language such as Portuguese, he has been able to become the go-to for Portuguese broadcasts. In 2022, he received a viewership of 684,000 vs the official broadcast’s 114,000 in the PGL Antwerp major. Gaules really showcases the way that a streamer can boost the viewership by covering languages that have little to no coverage.

On the industry’s side, Co-streaming is a win-win: the streamers get increased viewership, and the hosts get to claim those as viewership numbers in their overall totals, likely increasing sponsorship revenue and bringing more attention to the scene in general. However, with as much success as co-streaming has been showing, many tournament organisers seem to be unsure as to the way to go with it. Some events have tested opening co-streaming to the public, but with the number of rules around the sponsorship having to be covered, it’s almost impossible to moderate.

The general way it works is by paying for the broadcast rights or signing an agreement with the tournament organiser. Many millions have been spent on rights in the past, but it appears to be shifting more toward a contract. As long as people don’t have sponsors competing against the tournament sponsors and abide by the rules set out ahead of the broadcast, the organisers seem open to letting people co-stream.

Understanding the public’s sentiment towards co-streaming is central to its future success. Market research can provide valuable insights into how different demographics perceive co-streaming, helping organisations tailor their strategies effectively. For instance, do fans prefer content from specific creators, or is there a demand for broader accessibility, allowing more creators to join in? Are there particular content features, such as in-depth analysis or entertainment-focused commentary, that fans find more engaging?

Identifying which markets desire official language coverage over co-streamer coverage can help organisers make informed decisions. For example, understanding the primary language preferences can optimise broadcast strategies in regions where multiple languages are spoken. Market research can also uncover nuances in viewing habits, such as peak viewing times and preferred platforms, which can further enhance the reach and impact of co-streamed content. Consumer sentiment analysis is another critical aspect. By gathering feedback from viewers, we can assess their satisfaction with current co-streaming options and identify areas for improvement. This feedback can guide organisers on potential partnerships with new streamers, regions to target for expansion, and content formats that resonate most with the audience.

At MM-Eye, we specialise in uncovering these insights through comprehensive market research. By analysing viewer preferences and behaviours, we can help esports organisations and content creators better understand their audiences. Our research can guide decisions on whether to expand co-streaming opportunities and how to optimise language coverage to maximise engagement. To explore these questions further, please reach out to our team @MM-Eye using the form below or email us at info@mm-eye.com.

From Insight to Impact: How can Market Research be a Catalyst for Sustainability?

May 2024, by Ben Davis

As a market research agency positioned at the crossroads of various industries, we have a unique opportunity and responsibility to ensure sustainability remains a key focus for our clients. On World Environment Day, we delve into market research’s crucial role in shaping sustainable business practices and driving positive environmental impact, highlighting how MM-Eye drives change through our latest Say Do Sustainability Study (SDSS).

Uncovering Hidden Opportunities for Sustainable Innovation

In recent years, sustainability has evolved from a niche concern to a central aspect of consumer behaviour. Today’s shoppers are increasingly vigilant about the environmental and social impact of their purchases. Our market research capabilities are essential in identifying these shifts and helping businesses capitalise on them.

Through advanced data analytics, surveys, and focus groups, we reveal emerging trends that can drive sustainable innovation. Our innovative tool, ThoughtScape™, leverages AI-powered text analytics to delve into consumers’ subconscious motivations, revealing trends that other research methods might miss. This insight enables businesses to innovate, whether it’s developing biodegradable materials, enhancing energy efficiency in production, or creating products that support a circular economy.

Assessing the Effectiveness of Sustainable Business Practices through SDSS

Implementing sustainable practices and investing in sustainable innovation is crucial, but measuring the effectiveness of both is equally important. Market research provides the metrics needed to evaluate these initiatives comprehensively and assesses whether they have been effectively communicated to consumers. Companies can gauge the real-world impact of their sustainability efforts by tracking key performance indicators, though these don’t always reflect consumer perceptions.

Our latest SDSS offers an in-depth benchmark analysis option for businesses to compare their performance against industry standards. With fresh insights and consumer perspectives from 2024, this is the most comprehensive study of its kind in the UK, covering 55 brands across 11 industries and using 12 key metrics to assess the success of the brands’ sustainability initiatives and strategies. This comparative analysis highlights areas for improvement and showcases achievements, fostering a culture of continuous enhancement in sustainability. It also engages a representative sample of the UK population, helping our clients recognise what matters most to their target audience and understand the different targeting strategies available to ensure the most effective communication of their impact.

Enhancing Stakeholder Engagement through Data-Driven Insights

Market research helps craft targeted communication strategies that resonate with each stakeholder group by understanding the values, concerns, and expectations of consumers. Businesses can tailor their messages to demonstrate genuine commitment and progress in sustainability.

SDSS has revealed key trends in sustainability messaging, providing deep insights into how different groups perceive sustainability efforts. These insights help businesses refine their communication strategies to build trust and credibility with consumers. For a deeper dive into these insights, please follow this link to our Say Do Sustainability Study or read our recent article on how Zellenials view sustainability and brand efforts here.

Driving Behavioural Change for a Greener Future

Once a strategy is created to communicate a company’s sustainability initiatives and impact, ensuring the messaging effectively changes consumer behaviour remains a significant challenge. Market research can identify the behavioural barriers and motivators that influence sustainable choices. By leveraging behavioural science principles, we help businesses design interventions that nudge consumers towards more sustainable actions, thereby extending the positive impact of many businesses. We can then conduct projects that track behavioural change and the real-life impact of sustainability strategies, providing the evidence needed to drive further investment and impact in sustainability.

Celebrating World Environment Day

On this World Environment Day, we celebrate the indispensable role of market research in fostering sustainability. From uncovering hidden opportunities for innovation to driving behavioural change and ensuring effective marketing and communication of sustainability strategies, market research equips businesses with the insights needed to make informed, impactful decisions.

By harnessing the power of market research, businesses can enhance their sustainability strategies and contribute to a greener, more sustainable future.

Contact us or book an appointment to discover how MM-Eye can support your sustainability initiatives, help you achieve your environmental goals, and help you achieve your business goals.

Has the cost-of-living crisis killed the sustainability agenda?

May 2024, by Nicola Church

2021, the UK fell into a cost-of-living crisis; 3 years on and despite the slight reprieve in inflation over the last year, the crisis still impacts consumers on a daily basis. Food and non-alcoholic drink prices are now 30% higher than they were in April 2021, and between 2021 and 2023, the average weekly mortgage payment increased by almost 20%. As families struggle with debt and sacrifice essentials, has the drive for sustainability lost its momentum?

In the latest wave of our Say Do Sustainability Study (SDSS), we explore the impact that socioeconomic influences have on consumer engagement with sustainability. We found that only a fifth of UK consumers in lower income groups feel they are doing better than average in leading a sustainable lifestyle – significantly lower than their counterparts in higher socioeconomic groups, who have greater resources and financial flexibility to make sustainable choices. This gap reflects the real economic equation of our ability to act green; sustainable products often demand higher prices, and as disposable income drops, our ability to afford these products decreases.

So, does the cost-of-living crisis signify a setback for sustainability efforts?

A Collective Commitment

Despite the financial struggles many consumers are contending with, there remains a unified spirit of working together to do more. This desire transcends demographic differences and unifies consumers in a pursuit to improve the planet for future generations. Regardless of their income bracket, almost 90% of UK adults want to lead a more sustainable lifestyle, and active engagement in sustainability has increased, particularly amongst younger generations. Making sustainable choices isn’t an easy option – yet there is a clear acknowledgement that we must work together to make them.

Consumers are calling out for help from brands, governments, and organisations. We need to work together to achieve our goals.

Seeking Economic Solutions

The affordability crunch presents hurdles for consumers and companies, grappling with rising costs of raw materials, utilities, and transportation. Delivering cost-effective, sustainable products isn’t a straightforward task. However, there is a strong feeling amongst consumers that the onus of making sustainable choices cannot be placed solely on them. We need to work together; brands need to do more. They need to drive change and create accessible, cost-effective, sustainable initiatives that demonstrate a commitment to environmental leadership. Brands that place sustainability at the heart of their proposition and actively engage with consumers on the subject have an opportunity to position themselves as champions of the collective effort towards achieving sustainability goals – gaining a competitive edge and building customer loyalty.

Within the Say Do Sustainability Study, we explore this topic further and deep dive into consumer perceptions of 55 brands across 11 categories. To explore further and gauge how brands in your category fare, we invite you to reach out and schedule a meeting with us using the form below or find out more at: www.mm-eye.com/SDSS

Are Value-Driven Careers the Key to Sustainable Business Growth?

May 2024, by Ben Davis

Why Value-Driven Careers Matter

Young professionals today are increasingly seeking careers that resonate with their core personal values. This shift towards value-driven career choices reflects a desire for work that fosters personal fulfilment and aligns with a deeper sense of purpose. This is an article which will take you through a presentation I gave at the MRS Conference in March, exploring the trend of value-driven career choices and the implications this has for employees, businesses, growth and positive change.

The Rise of Value-Driven Careers

Gone are the days of rigidly predefined career paths. Today’s young professionals are prioritising values such as sustainability, social impact, and work-life balance when making career decisions. A recent European Investment Bank survey found that 75% of under-30s in the UK consider a potential employer’s climate impact a significant factor during job hunting, and 1 in 5 say it is their top priority. This highlights the growing importance for businesses to demonstrate a commitment to ethical and sustainable practices when attracting and retaining future talent.

This focus on values goes beyond simply finding a job that pays the bills. Individuals are seeking work that aligns with their personal beliefs and allows them to contribute to a cause they believe in, which can lead to increased motivation, engagement, and overall job satisfaction for employees.  Businesses benefit through improved productivity, employee retention and growth. An increasing number of businesses lead by example by signing up to movements and certifications such as B Corp and commit to using their business as a force for good.

Understanding B Corps

The B Corp movement redefines business success by prioritising social and environmental impact alongside profit. Spearheaded in the UK by the nonprofit B Lab, it certifies companies that meet rigorous standards of performance, accountability, and transparency, ensuring they operate for the benefit of all stakeholders, not just shareholders.

By fostering a community of purpose-driven businesses that collaborate and share best practices, the movement aims to create a more sustainable and inclusive economy, demonstrating that businesses can be a force for good in the world. And with over 8,000 B Corps globally, the movement already has momentum, and it reflects the growing demand for businesses that operate with a higher purpose, beyond profit, instead committing to social responsibility and environmental sustainability as a business. Now more than ever, people like me are looking to support these brands, whether that be as a customer or a job seeker and value driven career choices are becoming more common. Therefore, it is those businesses that are clearly communicating their positive impact and sustainability strategies that are growing faster, recruiting easier and appealing more to today’s consumer, as we discovered in our recent Say-Do Sustainability Study.

Employee Ownership: Fostering Retention and Engagement

Attracting young talent with shared values through something like B Corp is crucial but retaining them requires an ongoing commitment. MM-Eye’s employee ownership structure has given us a sense of belonging and purpose here at MM-Eye. The Partner Council empowers younger employees to contribute fresh perspectives and participate in decision-making and the rewarding working environment has given us a sense of ownership that reflects in our work. This not only fosters growth and innovation but also creates clear career paths and a sense responsibility that ultimately improves employee retention.

A Mutually Beneficial Approach

By prioritising values and embracing movements like B Corp and employee ownership, companies can create a win-win scenario for both them and their employees. Employees who find purpose in their work are more engaged and productive. Businesses that prioritise ethical practices and social responsibility are better positioned to attract and retain top talent.  Ultimately, this value-driven approach can fuel positive social and environmental change while ensuring the long-term success of a business.

At MM-Eye, alongside customer research, we also specialise in conducting stakeholder and employee research that helps businesses understand and foster a positive culture.  As a certified B Corp, we are uniquely positioned to assist other companies working towards B Corp certification and we have developed a range of research-based tools to help other aspiring B corps, including our Materiality Assessment and B Corp data gathering surveys. Through insights on materiality, brand health and by feedback from customers, suppliers, employees, and wider stakeholders, MM-Eye can help you prioritise and amplify your positive impact and business growth.  If you think we can help you out, or you want to get in touch for a chat, please book a consultation using the form below.

Can The Alcohol Industry Pave The Way To A Greener Future?

May 2024, by Ben Davis

In today’s increasingly eco-conscious world, sustainability has become a critical factor influencing consumer perceptions and support of brands. From environmentally friendly production practices to ethical sourcing, consumers pay closer attention to the sustainability efforts of the brands they support. Our Say Do Sustainability Study (SDSS) has revealed UK consumers’ attitudes and perceptions of alcohol brands’ efforts to mitigate their negative environmental and social impacts.

Social and Environmental challenges facing the alcohol industry

The alcohol industry faces pressing sustainability challenges that are influencing consumer perceptions and support for some alcohol brands. Water scarcity is one of the industry’s primary challenges. High water consumption throughout the brewing or distillation process, farming crops such as barley or grapes, and cooling necessitate water-saving measures to avoid water conflicts with other stakeholders in local resources and to avoid scrutiny from ethical consumers and activists. To ensure this happens, Alcohol brands must be accountable for their usage and transparently report this in annual impact reports. Similarly, the alcohol industry has high energy usage levels, with long supply chains that use energy for refrigeration, brewing, farming, transportation and packaging to ensure that measures are taken and shown to limit energy usage too.

SDSS: Industry action, brands impact and consumer perceptions

SDSS shows consumers hold high expectations for the role of government, brands, and organisations in creating positive social and environmental change. They are acutely aware of the imminent and real climate crisis, which engages them, makes them active in conversations, and makes them want to make a positive impact with their purchasing power. Despite the challenges, this hopeful generation effectively wields their buying power and influence for good.​

With ethical consumers having an ever-growing influence on buying patterns and brands’ success, alcohol brands must address the aforementioned challenges and ensure they effectively communicate their efforts and positive change to consumers to remain competitive in their market.

SDSS has shown in some cases that despite brands creating a more sustainable brand offering, introducing new bottle designs made up of up to 85% recycled glass or setting targets such as having fully recyclable packaging by 2030 or achieving Net Zero by 2040, brands still face the challenge of conveying their commitments to their customers in a clear, compelling, and effective way.

Alcohol brands that have scored highest, including Johnnie Walker and BrewDog, have ensured consistency in their messaging and have successfully demonstrated their support for social causes and communicated their efforts towards sustainability. Both brands have committed to becoming Net Zero and are working hard to reduce emissions across their supply chains. BrewDog has been proactive, launching its ‘BrewDog Tomorrow’ initiative, which focuses on utilising wind energy, prioritising effective waste management, and promoting the circular economy. By sourcing all UK electricity from wind power, transforming spent grain into green energy, and introducing electric vehicles for delivery, BrewDog demonstrates to consumers its seriousness about making positive change, and SDSS shows that the messaging they have used to communicate this to consumers has been successful.

However, this has not been the case for all the brands in the SDSS Index. The Absolut Company is an example of this, with very limited publicly available information on their positive change initiative, creating the perception that they are not fully committed to these values. Other brands like Diageo and Gordons are already making significant efforts towards sustainability targets and for social initiatives however, consumers haven’t quite received the message.

Get in touch to find out more

By considering these insights, organisations and brands can create strategies that emphasise sustainability efforts more clearly and appeal more to ethical consumers, who will be encouraged to support brands that align their actions and claims in this area.

To learn more about our findings and how we can help your brand or organisation make a meaningful impact, explore the details of our latest Say Do Sustainability Study on our website and put some time in on the form below to talk to the team at MM-Eye.