In 2021, Mondelez World Journey Retail (WTR) launched ‘Journey Retail Made Proper’, a sustainability roadmap specializing in 4 key areas: Merchandise and Packaging; Moral Promotions; Individuals; and Trade Main Actions. We’ve a imaginative and prescient to guide the sustainability journey of the journey retail trade and encourage kinder practices for each folks and the planet, writes Jaya Singh.
As our newest trade main motion, we collaborated with analysis agency PI Perception to conduct a Sustainability Survey* to know present viewpoints on this key matter amongst travellers and the implications for journey retail. As a part of our ‘Journey Retail Made Proper’ philosophy, it was finished not just for our personal profit, however quite to encourage trade friends to embrace a sustainability mindset grounded in details.
It’s wonderful to see that our discovering confirmed that 70% of buyers could be extra doubtless to purchase an merchandise with sustainability credentials in place. Our purpose is to reveal how a brand new strategy to sustainability can’t solely have a optimistic influence on the world round us, however on our companies.
The preliminary a part of the survey delved into the affect of sustainable messaging as a purchase order driver. It discovered that 28% of confectionery consumers think about sustainability to be of excessive significance. Apparently, this share was notably larger amongst American, Indian, and Brazilian buyers, whereas these within the UK and Australia expressed much less enthusiasm.
This variance may very well be attributed to the novelty of sustainable ideas; markets the place this strategy is comparatively new could also be extra receptive to this messaging. In distinction, buyers in international locations the place sustainability is extra ingrained in every day life could view it as an ordinary follow.
Though sustainability was not the important thing buying driver it does have a task to play when different primary wants comparable to high quality, present worthiness, branding and value are met. The analysis confirmed that whereas sustainability can create a component of distinction, manufacturers can not depend on it alone to drive a profitable marketing campaign.
One other noteworthy remark was that, regardless of the goal profile being predominantly feminine led, the male viewers positioned larger significance on sustainability messaging (30% for males in comparison with 27% for females).
The affect of sustainable messaging on activations
When trying on the affect of the sustainable messaging of activations inside airports, the sustainable choices that have been examined outperformed their non-sustainable counterparts throughout all key areas together with attraction, relevance, and novelty. This distinction was significantly notable when how new and completely different the activations have been; the sustainable choices scored virtually 12% larger on this space.
These outcomes have been comparatively constant throughout all areas however have been once more pushed by buyers based mostly in Brazil and India. Though all activations have been thought of interesting, related, and new and completely different, the sustainable activations drove extra optimistic, stronger perceptions throughout every of the important thing measures. Solutions confirmed extra intent, for instance very doubtless quite than simply Possible, or robust relevance quite than simply related.
The affect of sustainable messaging on merchandise
When requested about packaging, sustainable choices outperformed the non-sustainable choices throughout all areas. Once more, this was led by buyers based mostly in India and Brazil who confirmed robust optimistic perceptions in the direction of sustainable messaging.
Nonetheless, within the instance the place iconic packaging and value modified the variation was lots decrease. This tells us that whereas sustainability ought to be a key consideration when growing packaging choices, the design and value ought to maintain as a lot weight within the improvement course of.
Sustainability areas of significance
Packaging initiatives have been thought of the main space of significance amongst confectionery buyers in journey retail, adopted by group tasks. As well as, 70% of buyers famous that they might be extra doubtless to purchase an merchandise with sustainability credentials in place.
Fostering a extra sustainable strategy via collaboration
Because the confectionery chief in world journey retail, Mondelez WTR continues to advance our Delighting Vacationers class imaginative and prescient to develop the phase for the good thing about all. We’re dedicated to driving accelerated conversion and rising penetration via three strategic pillars: A Successful Portfolio, Elevating Consciousness and Delivering Distinctive Experiences.
In October 2023, Mondelez WTR turned the Trinity Discussion board’s first ever Sustainability Associate. In the course of the two-day convention, organised by The Moodie Davitt Report and Airports Council Worldwide, I had the privilege of presenting delegates with the preliminary outcomes of our Sustainability Survey.
My hope is that it’s going to assist the Trinity to collaborate higher and will assist to beat a few of the challenges that we face at present collectively.
Throughout all classes, the inflationary atmosphere is leading to decrease spend, however that merely means we have to consider new and inventive methods to have interaction shoppers.
Contemplating the findings of our survey, there may be clear proof that sustainable initiatives are robust buy drivers in confectionery and that the subject has rising attraction in rising markets and throughout genders. That is certainly a part of the puzzle for us as we glance to the yr forward.
Now greater than ever, Mondelez WTR is devoted to bringing added worth to our profitable portfolio to fight at present’s challenges. However to foster a extra sustainable strategy, collaboration amongst all stakeholders is essential.
Let’s take these learnings as a name to motion to embrace sustainability – not as an obligation, however as a possibility. A chance to craft modern options, have interaction in significant conversations, and encourage change.
By aligning our pursuits and dealing collectively, we will drive a shift in the direction of sustainability, guaranteeing a more healthy planet and a thriving enterprise ecosystem for the long run.
*The Sustainability Survey was carried out by PI Insights on behalf of Mondelez World Journey Retail. This analysis was gathered via a ten-minute on-line research of 1,207 latest Mondelez consumers in airport responsibility free shops. The pattern contains 200 interviews per nationality (American, Australian, Brazilian, British, Chinese language and Indian), with all respondents aged 18+ and having travelled internationally within the final six months. ✈