Kantar research finds that 88% of consumers want brands to help them be more sustainable. In this episode, Nicki Morley speaks to Catriona Ferris, Consumer Insight Director for Homecare (Europe) at Unilever, about the key aspects of successful sustainable innovation – and why the consumer (and their pain points) must be considered first and foremost. With product and packaging innovation examples, considerations for marketing and communications professionals, and top tips for getting ‘under the skin’ of your customer, Catriona shares elements of Unilever’s ‘learning journey’ and addresses some of the challenges brands might face in balancing cost, performance and environmental credentials.
Notes
Future Proof is the marketing podcast from Kantar and Saïd Business School, Oxford University.
In each episode, we have a frank discussion with industry experts, to help brands and business leaders navigate the changing landscape of marketing, sharing evidence and inspiration for the future.
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