璞砺营销咨询：2024年消费产品展望报告（中译版）（28页）.pdf

1、1Guide to Next.2024CONSUMER PRODUCTS ISSUE 32Guide to Next.How Consumer Products companies can create the most impact in the coming yearon their business and their shoppers.20243Guide to Next.041221Making Net Zero Goals ProfitableModernizing for AgilityPreparing for Artificial IntelligenceTABLE OF C

2、ONTENTS4Guide to Next.5Guide to Next.Making Net Zero Goals ProfitableCAN CPGS ACHIEVE PROFITABLE SUSTAINABILITY?Increasing global inflation has exposed the fragility of what Stephen Picard,vice president of strategy consulting at Publicis Sapient,deems“green pet projects”that is,sustainability or em

3、issions goals that do not create market value.How can consumer products(CP)companies,from electronics to consumer-packaged goods(CPG)to luxury,determine the difference between a green pet project and a sustainable company transformation that provides long-term value?6Guide to Next.As soon as compani

4、es engage in sustainable actions beyond compliance,which very few have done,their long-term value increases due to a perceived ability to mitigate reputational risk and bolster customer and employee loyalty.“”STEPHEN PICARD,VICE PRESIDENT OF STRATEGY CONSULTING AT PUBLICIS SAPIENTThere are three pil

5、lars of sustainable transformation:consumer behavior,data and action.When combined,these pillars will make sustainable efforts truly profitable.7Guide to Next.Engaging consumers in sustainabilityWhile consumer discourse around sustainability strengthened in 2023,consumer behavior has been slower to

6、change than many CP firms imagined.A Publicis Sapient survey found that 77 percent of U.S.adults say they would avoid retailers that arent sustainable,but only 54 percent also say they purchase products even if they know they arent sustainable.It seems that although most consumers care about sustain