Kantar Insights has released the findings of its Sustainability Sector Index (SSI) 2023 Study, which examines consumer expectations of brands’ environmental commitments. The study, based on data collected from 33 markets and 42 sectors, reveals that French consumers have particularly high expectations for brands to take action in favor of the environment. However, there is skepticism among French consumers regarding social and environmental responsibility, with 51% having encountered false or misleading information about corporate social responsibility (CSR) actions taken by brands. This skepticism can lead to a climate-skeptic position among consumers.
The study also reveals that only 26% of French consumers believe that brands are making significant efforts to address environmental issues. While French consumers demand more from brands in meeting their sustainability expectations, certain sectors, such as dairy alternatives and hybrid/electric vehicles, are acknowledged for their performance. In terms of the Luxury sector, the SSI indicates a relatively low score of -38, suggesting that it falls short of meeting the expectations of French consumers in terms of sustainability.
Despite this perception, Luxury Houses have legitimate reasons to be associated with a sustainable approach, given their emphasis on quality, longevity, and the use of noble materials. Many Luxury groups have committed to stringent procedures and innovative tools to measure and mitigate their environmental impact, such as Kering’s Environmental Profit & Loss tool. However, the Luxury sector as a whole tends to suffer from a general public perception influenced by the behaviors of certain brands and ultra-rich individuals.
It is important to put things into perspective, as consumers tend to have a more positive view when specifically evaluating the sustainability efforts of Luxury Houses. The study underscores the need for brands, including those in the Luxury sector, to retain the trust of consumers and take authentic actions to address environmental concerns.
Link 1: French consumers have high expectations for sustainable action from brands
Link 2: Kering sustainability initiatives
