63% of senior executives say sustainability leads to increased total revenue

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 13, 2020, 1:58 AM UTC

Capgemini surveyed 750 senior executives at consumer product and retail companies across the globe.

The report saw 77% of respondents noting that sustainability initiatives lead to improved consumer loyalty. 63% of participants believe that such initiatives improve total revenue, while 69% see sustainability initiatives increasing brand value.

Further, 42% of consumers from across the world have changed their purchasing preferences based on either social, economic or environmental impact. 37% of consumers are open to shifting their purchasing habits for similar reasons.

Keeping this in mind, PepsiCo plans to reduce the use of virgin plastic across its beverage portfolio by 35% in the next five years. Kees Jacobs, vice president of consumer goods and retail at Capgemini says, “Sustainability has the potential to entirely change an organisation’s relationship with its customers and partners”.

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