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* Social Sustainability – The New Competitive Frontier Date Published: 31/07/2009 *
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Social Sustainability report  

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Exploring this new area of competitive differentiation by assessing the hopes, concerns and expectations of shoppers across a range of social criteria.

  
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Until very recently, social issues like ethical sourcing, charitable campaigns and urban regeneration were viewed as a part of Corporate Responsibility rather than a critical element of competition. But the intensity of media scrutiny, the march of ethical consumers and the success of industry trailblazers are completely reshaping this view.

Plan A at Marks and Spencer, the co-operative’s Blowin’ in the Wind campaign, Comic Relief at Sainsbury’s, Fairtrade at Tate & Lyle and Unilever’s Rainforest Alliance certified tea are just a few examples of successful differentiation through social commitment.

Initiatives like these are just the start of the journey. This research shows how important social programmes have become to shoppers and how eager they are for more. It shows which types of shoppers care most about which social issues and where they’re pitching their expectations of companies.

The front-running companies are fast pulling away from the slow starters but it’s not yet too late. With shopper attitudes evolving so quickly, this is still an area ripe with opportunity for forward thinking businesses.
 
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Social Sustainability – The New Competitive Frontier will help you to:

Get up to speed with this vital new area and fully appreciate why social issues are becoming central to competitive strategy

Identify areas of opportunity to get in advance of competitors

Gauge the risks for those companies lagging behind

Manage the trade off between price and social standards
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EXECUTIVE SUMMARY
 
RESEARCH OBJECTIVES AND KEY QUESTIONS
 
THE NEW COMPETITIVE FRONTIER
  • Why has social sustainability become such a hot topic?
  • Who is successfully differentiating over social responsibility?
  • Retailer differentiation
  • Manufacturer differentiation
  • How important is the fear of bad publicity?
  • Is recession slowing the momentum?
  • Is future momentum assured?
  • Implications
TRUST - THE FOUNDATION STONE
  • Why has trust been in decline?
  • Which industries are best trusted?
  • How well trusted are food & grocery companies?
  • Has trust towards food & grocery companies been rising or declining?
  • How has the recession impacted on trust in food and grocery?
  • Are companies trusted to minimise their prices?
  • How trusted are companies over social issues?
  • Implications
OVERVIEW OF INDUSTRY'S SOCIAL RESPONSIBILITIES
  • What do shoppers expect from food & grocery companies?
  • How highly does food & grocery rank for fulfilling its social responsibilities?
  • Implications
ETHICAL SOURCING
  • How important is ethical sourcing to shoppers?
  • What do shoppers expect from companies?
  • Who’s held responsible for working standards?
  • How do shoppers view their own responsibilities?
  • What represents a fair return for workers?
  • Who should decide about buying from oppressive regimes?
  • How well is industry responding to shopper concerns?
  • Are shoppers prepared to pay for ethical sourcing?
  • How do shoppers view Fairtrade?
  • How do shoppers approach Fairtrade when shopping?
  • How do shoppers view the Rainforest Alliance?
  • Is there an appetite for hearing more?
  • Implications
SOCIAL CHALLENGES AT HOME
  • Where is industry recognised for its social contribution?
  • How do shoppers feel about pay in the food and grocery sector?
  • Are shoppers prepared to pay extra for local sourcing?
  • What’s more important – ethical or local sourcing?
  • Implications
RETAILER ACTIVITIES
  • Tesco
  • Asda
  • Sainsbury’s
  • Morrisons
  • The co-operative
FUTURE CHALLENGES
  • Planning for a period of turmoil
  • Shopper priorities
  • Final thoughts
KEY INSIGHTS AND IMPLICATIONS
 
APPENDIX
  • Quantitative research methodology
  • National survey
  • Qualitative research methodology
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