Table of Contents
Executive Summary
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- The insights
- The mindset is shifting: some forgo the basics in favour of ethical considerations
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- Figure 1: Importance of purchasing from ethical companies and willingness to pay more for products from socially responsible companies (% any agree), December 2019
- Consumers expect integrity, compassion and transparency
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- Figure 2: Expectations of corporate responsibility, December 2019
- Consumers question commitments to CSR
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- Figure 3: Brands only have social responsibility policies to make more money (% any agree), December 2019
- The opportunities
- Companies need not step too far from current actions to hold sway
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- Figure 4: Frequency of making purchases based on brand reputation for ethical practices, December 2019
- Targeting the long game for Gen Z means thinking about the transition
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- Figure 5: Select attitudes on choosing ethically reputable companies, 18-34 vs overall, December 2019
- Where possible, start the focus closer to home
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- Figure 6: TURF Analysis – Claims that would encourage purchase, December 2019
- What it means
The Market – What You Need to Know
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- Economic pressures will drive greater scrutiny
- The issue of inclusion and diversity is personal for Gen Z
- Young men and fathers are the least hopeful about the environment
Market Factors
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- Economic considerations may have more of an impact this year
- Consumers are feeling the pinch
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- Figure 7: Perception of financial health, January/February 2016-19
- Figure 8: Monthly movement in selected components of the Canadian Consumer Price Index, seasonally adjusted, January 2015-December 2019
- For the time being, price takes precedence above all
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- Figure 9: Factors influencing repeat purchases from a company, April 2019
- Inclusivity and diversity will feel more personal to Gen Z
- Immigration is literally changing the face of the nation
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- Figure 10: Distribution of foreign-born population in Canada, by region of birth, 1871 to 2036
- The biggest impact is seen on Gen Z
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- Figure 11: Self-identification of ethnicity, by generation, June 2019
- More diversity means a different face of mainstream Canada
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- Figure 12: I am part of mainstream Canada (% agree), by generation, January 2018
- Young men and fathers more likely to feel hopeless about the environment
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- Figure 13: My individual choices have little impact on the environment (% agree), men 18-34 and fathers with under-18s at home vs overall, December 2019
- Figure 14: Nothing can be done to save the environment at this point (% any agree), men 18-34 and fathers with under-18s at home vs overall December 2019
Key Players – What You Need to Know
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- Waste reduction, a priority for the government and the people
- The BPC sector helps sheds light on how products are made
- Gen Z is at the helm
- Canadians question brand motivation behind CSR policies
- The future will be filled with loop-based systems
What’s Working?
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- Eyes on waste reduction for both the government and the people
- Consumers have hope and feel brand actions can make a difference
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- Figure 15: Attitudes toward the potential impact of change, December 2019
- The federal government spotlights single-use plastics
- Canadian grocers take on the challenge
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- Figure 16: SOBEYS, January 2020
- And don’t forget that in some areas, it already pays to reduce waste
- Clean in BPC illuminates how products are made and what’s inside
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- Figure 17: Ethical and environmental claims that would encourage purchase, women vs men, December 2019
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- Figure 18: Lush How It's Made: Eggplant Soap, February 2020
- Figure 19: Lush Cosmetics North America Instagram post, January 2020
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- Figure 20: Sephora, June 2018
- Gen Z is already there and making a real impact
- Inspiring action in real life
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- Figure 21: TIME Instagram post, December 2019
- The data confirms that the mindset is different for Gen Z
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- Figure 22: Top five most important values Canadians should have, Gen Z vs Millennials vs older generations, June 2019
What’s a Challenge?
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- Consumers question commitment
- Brand efforts toward ethics aren’t seen as genuine by many
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- Figure 23: Brands only have social responsibility policies to make more money (% any agree), 18-34s vs over-35s, December 2019
- Targets set for the near future are on the rise but still feel intangible
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- Figure 24: Microsoft Instagram post, January 2020
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- Figure 25: Levi Strauss & Co. Instagram post, August 2019
- Figure 26: World Without Waste, January 2018
- Keep it real and keep them updated
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- Figure 27: Frank And Oak Instagram post, January 2020
- Figure 28: Frank And Oak Instagram post, January 2020
- Walking the walk, consumers seen accountability at all levels
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- Figure 29: Brands only have social responsibility policies to make more money (% any agree), December 2019
What to Watch?
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- Waste not, want not: giving less-desirable food a new life
- Refreshing the image of shelf-stable or frozen foods as a way to tackle food waste
- Apps point consumers toward food expiration dates
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- Figure 30: How to Flashfood LIKE A MOTHER, September 2019
- Hydrogen power is now a real thing
- Looking ahead, circular closed loop systems will be the norm
The Consumer – What You Need to Know
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- Some 70% Canadians consider themselves conscious shoppers
- Shoppers’ behaviours are shifting, increasingly favouring ethics
- Consumers expect integrity and compassion from corporations
- Consumers vote with their wallets and won’t support harm or dishonesty
- Canadian pride counts
Consumer Interest in Brand Ethics
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- Brand behaviours matter, as 70% claim to be conscious consumers
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- Figure 31: Importance of moral/ethical behaviours from companies, December 2019
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- Figure 32: Importance of purchasing from ethical companies and alignment of personal and brand values (% any agree), December 2019
- Brands symbolize the identity of Gen Z and Millennials
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- Figure 33: It is important that a company's values match my own (% any agree), 18-44s vs 45+, December 2019
- Gen Z and Millennials need proof
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- Figure 34: Everlane Instagram post, September 2019
- Fathers are also looking for a personal connection
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- Figure 35: It is important that a company's values match my own (% any agree), fathers vs overall, December 2019
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- Figure 36: #TakeTheTime | 5 Dads. 5 Weeks. | Dove Men+Care, May 2019
Impact of Brand Ethics on Shopping Behaviour
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- Shopping behaviours are shifting
- The basic factors outweigh brand reputation for ethical practices – for now
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- Figure 37: Frequency of making purchases based on brand reputation for ethical practices, December 2019
- Some are willing to make the trade-off for more ethical choices
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- Figure 38: Select attitudes on choosing ethically reputable companies, December 2019
- Those who often shop based on reputation are the main sway opportunity
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- Figure 39: Select attitudes on choosing ethically reputable companies (% any agree), often vs sometimes purchase based on brand reputation for ethical behaviour, December 2019
- For some sectors, start with labelling, as it is easy and obvious
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- Figure 40: Kettle Brand Sea Salt Potato Chips (Panama), January 2020
- Figure 41: Sephora, June 2018
- Taking inspiration from a refresh: spotlight on Adidas Futurecraft.loop Shoe
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- Figure 42: [FUTURECRAFT.LOOP] – Made to Be Remade, April 2019
- Figure 43: [FUTURECRAFT.LOOP] – Long Documentary, April 2019
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- Figure 44: Adidas Instagram post, November 2019
- 18-34s are the most inclined to forgo the basics in favour of ideals
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- Figure 45: Frequency of making purchases based on brand reputation for ethical practices, by age, December 2019
- Figure 46: Select attitudes on choosing ethically reputable companies (% any agree), 18-34 vs overall, December 2019
- Lifestage is a factor, companies must think about the transition
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- Figure 47: Chuck Taylor Renew Canvas, July 2019
- Figure 48: Converse Instagram post, January 2020
- Fathers are on-board, though need proof, as they’re doing homework
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- Figure 49: Select attitudes on choosing ethically reputable companies (% any agree), fathers with under-18s at home vs overall, December 2019
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- Figure 50: LEGO Instagram post, October 2019
- Chinese Canadians will pay more and are more apt to switch
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- Figure 51: Select attitudes on choosing ethically reputable companies (% any agree), Chinese Canadians vs overall, December 2019
- Encouraging better choices with tech will resonate
Expectations of Corporate Responsibilities
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- Consumers expect companies to act with integrity and compassion
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- Figure 52: Expectations of corporate responsibility, December 2019
- A significant gap exists between men and women under 45
- Men under 45 likely less inclined to hold expectations
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- Figure 53: Repertoire analysis of brand/company responsibilities chosen, men 18-44 vs overall, December 2019
- More category engagement leads to greater attentiveness for women
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- Figure 54: Expectations of corporate responsibility, men 18-44 vs women 18-44, December 2019
- Collaborative efforts may improve efficiency in connecting with women 18-44
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- Figure 55: P&G Presents: When We Come Together, an Interactive Super Bowl Party, America’s Choice, February 2020
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- Figure 56: Birchbox Instagram post, October 2019
- Addressing privacy appeals to Boomers
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- Figure 57: Select expectations of corporate responsibility, consumers aged 55 or older vs overall, December 2019
- Assuaging concerns is fast becoming a necessity
Deal Breakers
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- Remember, a good portion of consumers are considering values
- Consumers won’t support harm or put up with dishonesty
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- Figure 58: Expectations of corporate responsibility, December 2019
- Companies that lean into the mess fare better than those that do not
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- Figure 59: Vogue Italia Instagram post, January 2020
- Figure 60: Le sacamos el aire a las Lay's. ¡Miren lo que pasó!, June 2019
- Personal alignment matters to Gen Z women
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- Figure 61: Would stop purchasing from a brand/company if it supports a cause I disagree with, women 18-24 vs overall, December 2019
- Inclusivity is a must when connecting with Gen Z women
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- Figure 62: Lyft Instagram post, June 2019
- Fair pay is a priority for LGBTQ+
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- Figure 63: Would stop purchasing from a brand/company if it does not pay its employees a living wage, LGBTQ+ vs overall, December 2019
Interest in Claims
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- Oh Canada! Consumers are motivated by our home and natural land
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- Figure 64: Claims that would encourage purchase, December 2019
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- Figure 65: TURF analysis – claims that would encourage purchase, December 2019
- Focus on Made in Canada to sway Boomers
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- Figure 66: Local and Canadian-related claims that would encourage purchase, over 55s vs overall, December 2019
- Tapping into local pride matters to Quebecers
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- Figure 67: Motivated to buy products with “locally made” claim, Quebec vs overall, December 2019
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- Figure 68: It is important that a company's values match my own (% any agree), Quebec vs overall, December 2019
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- Figure 69: Caffé Bene Instagram post, December 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations
- Terms
Appendix – Turf Analysis
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- Methodology
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