1、Simon-Kucher approach towards working strategically&commercially with sustainabilitySustainability:A strategic opportunityiStock/KuzmichstudioiStock/onurdongeliStock/MarioGutiiStock/Marcus-LindstromCOLOURBOX/Pavel TimofeeviStock/ZffotoiStock/DKosig2Source:Simon-Kucher,Simon-Kucher Sustainability Stu

2、dy 2022,across North America and Europe(Global N=7,852)Sustainability has evolved from incremental,step-wise developments at the fringes to become the 21st centurys biggest CONSUMER MOVEMENT78%of consumers have sustainability as a top 5 value driver in at least oneproduct category75%of consumers hav

3、e changed their habits to be more sustainable 2 out of 3consumers consider sustainability during purchasing decisionsSustainability ranks highest in Consumer goodsSimon-Kucher|Sustainability:A strategic opportunity|March 2025Source:Simon-KucherYet,many companies fail to capitalize on this shift,leav

4、ing significant growth opportunities untappedSeven failure modes observed over the past few years are leading to a perception gap with untapped potentialEarly adopters Early minorityLate minorityLaggardsTimeCompaniesConsumersPullPushGreat commercial opportunityLarge opportunity lostStatus quo arithm

5、etic growthPerception gapCONSUMER ADOPTION CURVEGreen Is GoldLets bump up the price now that we can sell it as sustainable.If Its Green,Its Good Enough As long as its sustainable,consumers will buy it.Its Only About the MessageWe just need to write it,no one will look deeper into it.Talking Gibberis

6、h to ConsumersWith this purchase you save 109.142 CO,gram.We Can Niche Our Way to Success Lets start small and test the waters to see if it works.Looking to Win the Compliance Game Compliance team is in charge,sustainability is all about reducing risks.Playing the Waiting GameLet others make the fir