2023中国可持续发展研究项目介绍.pdf

2023中国可持续行业指数联合发布计划233市场42行业1,170品牌26,000被访者凯度2023全球可持续行业指数研究，已覆盖：3联合发布将聚焦2023中国市场可持续趋势 横向对比2023全球市场可持续态势 纵向洞察中国可持续趋势变化 深入挖掘42个行业可持续指标 凯度BrandZ中国可持续发展指数行业标杆品牌4横向对比2023全球市场可持续态势2023中国市场与全球33市场对比United States*MexicoCanadaBelgiumCzech RepublicFinlandFranceGermanyGreeceItaly*NetherlandsPolandRomaniaSpainUnited KingdomArgentinaBrazilAustraliaIndia*IndonesiaJapanSouth KoreaPhilippinesTaiwanThailandAvailable with differences in methodologyChinaEgypt Saudi ArabiaKenyaNigeriaSouth AfricaSenegalTanzaniaUAE2023全球可持续行业指数已有报告不同国家消费者最关心的议题可持续价值-行动差对比分析可持续4类人群（倡行者、考虑派、观望派、漠视者）对比分析行业可持续对比分析5纵向洞察中国可持续趋势变化与中国市场2020年趋势对比消费者最关心全球议题趋势变化可持续价值-行动差趋势变化可持续4类人群（倡行者、考虑派、观望派、漠视者）趋势变化202020232020中国可持续报告6深入挖掘42个行业可持续指标（已有全球数据）1laundry,washing detergent and fabric care洗衣、洗涤剂和织物护理2beer,wine,alcoholic beverages啤酒、葡萄酒、酒精饮料3packaged biscuits,chips and snacks包装饼干、薯片和零食4coffee and tea咖啡和茶5cleaning and home care products 清洁和家居护理产品6milk or dairy products 牛奶或乳制品7non-dairy milk or non-dairy product alternatives非乳制品的替代品8chocolate and sweets巧克力和糖果9oil and gas 石油和天然气10clothing and footwear服装和鞋类11cigarettes or tobacco for roll/make your own香烟或卷烟/自制烟草12vaping,electronic cigarettes or tobacco heaters电子烟或加热烟草13over the counter medicine or pharmaceutical products or food supplements非处方药品或医药产品或食品补品14pet food宠物食品15luxury products 奢侈品16flavoured beverages 调味饮料17bottled water 瓶装水18skin care 护肤品19personal care 个人护理产品（例如口腔卫生，洗发水等）20cosmetics make-up化妆品21hygiene products 卫生用品22meat or products including meat肉类或含肉产品23protein products as a meat alternative作为肉类替代品的蛋白质产品24fresh fruit and vegetables新鲜水果和蔬菜25toys and games玩具和游戏26travel and hospitality 旅行和酒店27hygiene products for babies 婴儿卫生用品28online shopping sites 在线购物网站29supermarkets/hypermarkets/department stores超市/大卖场/百货商店30fast food/casual restaurants快餐/休闲餐厅31specialist retailers专业零售商32financial services,banking,and insurances金融服务、银行和保险33furniture/home furnishing家具/家居用品34motor vehicles 机动车辆35electric/hybrid vehicles 电动/混合动力车辆36telecom service provider(s)电信服务提供商37electronic devices or appliances 电子设备或家用电器38energy provider(s)能源供应商39property to buy or build房地产购买或建造40social media 社交媒体41car-based mobility services 汽车出行服务42in-home entertainment 室内娱乐7凯度BrandZ中国可持续发展指数行业标杆品牌凯度BrandZ中可持续发展指数ReputationZTOP10 品牌排名品牌ReputationZ指数1品牌A1222品牌B1203品牌C1063品牌D1065品牌E1036品牌F1026品牌G1028品牌H1018品牌I10110品牌K100全球最大的品牌价值评估平台54亿 数据点420万 全球消费者20,100 个品牌525 个品类54 个市场8报告拟定结构Part4.可持续4类人群行动1）环保4类人群占比与行为分析2）不同Demographic中4类人群占比Part3.可持续价值-行动差1）价值-行动差分析2）是什么阻止人们采取可持续行动Part1.报告介绍1）样本设计、分析方法等2）报告概述Part2.宏观趋势1）不同国家消费者最关心全球议题（社会和环境议题）2）消费者最关心议题趋势变化9报告拟定结构Part5.行业可持续性概览1)可持续议题与行业联系紧密度TOP3行业2)可持续性行业指数-跨行业对比3)消费者平均指数-跨行业比较4)行业可持续生活行为：各部门中类别用户之间的行为动态5)不同行业的价值-行动差6)行业“洗绿”排名Part6.行业深入洞察1）品牌需要重点关注的关键议题2）可持续行业指数与指标3）可持续指数与行业“进步商业模式”4）消费者行为态度变化5）导致行业行动-价值差的因素6）行业可持续市场成熟度7）行业标杆品牌（ReputationZ排名TOP10的品牌）Part7.NeedScope1）Needscope品牌分析2）Needscope案例10样本设计样本设计访问方式线上访问地域城市Tier1:Tier2:Tier3+4=40:40:20年龄18-24:25-34:35-44:45-64=20:30:30:20性别男性:女性=50:50样本总数N=900Kantar Sustainability Sector Index 2023Q12.Which of the following environmental or social issues are you most concerned about?Q27.Please indicate which of the following social and environmental issues,if any,you associate most with pipe in LOOP category.Base:Global=25017 respondentsTOP 10 MOST RELEVANT SECTOR CONCERNSAnimal cruelty and abuseLife on LandIntensive farming practicesLife on LandOverpackaging,single-use,non-recyclable packagingResponsible Consumption and ProductionOverproduction and overconsumptionResponsible Consumption and ProductionWasteResponsible Consumption and ProductionQuality of food degradationZero hungerPlastic and microplastics pollutionResponsible Consumption and ProductionFood shortagesZero hungerRelease of greenhouse gas emissionsClimate ActionWater pollutionClean water and SanitationFood shortagesQuality of food degradationWater pollutionAnimal cruelty and abuseOver-exploitation of our planets natural resourcesWasteOverpackaging,single-use,non-recyclable packagingOverproduction and overconsumptionLack of ethical and environmentally friendly business operationsPlastic and microplastics pollutionIntensive farming practicesDegradation of soil health due to agricultural practicesLoss of biodiversity on landHigh carbon footprint of products and servicesRelease of greenhouse gas emissionsClimate changeSector relevanceConcerns importance 12行业深入洞察1需要重点关注的议题High Impact Brand DriversKey Category IssuesLow Impact Brand DriversDefensive play牛奶/乳制品行业2023全球数据Kantars Sustainability Sector Index 2023Q33.Based on what you have seen,heard,or experienced,how would you rate brands in this sector on the following dimensions?Index built using average scores across the 6 diagnostics,indexed vs.all sectors.Base:Sample size n=c.140 per category.SUSTAINABILITY SECTOR INDEXMilk or dairy products70Positive ratingsNeutralNegative ratingsDK49%40%40%36%43%38%37%34%14%14%16%16%18%17%16%17%23%28%25%30%24%26%27%28%15%17%18%18%16%19%20%21%STRATEGYVs.averageINNOVATIONVs.averageACTIVATIONVs.averageIMPACTVs.averageMilk or dairy productsPackaged biscuits,chips,snacksBottled waterCoffee,teaMeat or products including meatNon-dairy alternativesMeat alternative protein productsChocolate,sweetsFresh Fruit,vegetablesFlavoured beveragesFast food,casual restaurants7012345678910-100010014行业深入洞察2可持续行业指数与指标牛奶/乳制品行业2023全球数据行业深入洞察3可持续指数与行业“进步商业模式”表现Kantars Sustainability Sector Index 2023Q34.Based on what you have seen,heard,or experienced,how would you rate brands in this sector on the following dimensions?Score built using average scores across the 5 diagnostics.Base:Sample size n=c.140 per category.Consumer licence to operate score50%36%42%40%40%Vs.35%AVERAGEVs.36%AVERAGEVs.35%AVERAGEVs.38%AVERAGEVs.33%AVERAGE16牛奶/乳制品行业2023全球数据行业深入洞察4消费者行为态度变化Kantar Sustainability Sector Index 2023Q29.In the last year,have you stopped buying/using certain category products/services because of their negative environmental or social impact?Q30.And,thinking about your category choices would you sayBase:Sample size c.140 of category users/buyers per categoryLevels of rejectionLevels of adoption59%27%12%3%No,I havent changed anythingYes,I have bought lessI have stopped buying certainprodcuts/servicesI have stopped buyingproducts/services altogether35%26%18%26%13%I have tried or am open to tryingnew brands that have a positiveimpactI have go-to brands that arebetter than other brandsI have go-to brands that have apositive impactI dont know what environmental or social impact brands or products/services haveNone of these apply to me18牛奶/乳制品行业2023全球数据行业深入洞察5导致行业行动-价值差的因素To close the Value-Action gap,brands must address the fuels and frictions that influence peoples decision-making to overcome this gap.We used Kantars behaviour change wheel to identify what is stopping people from behaving more sustainably in your sector.This lens can be used as a lens to unlock strategic initiatives,unlock specific behaviours and boost your offering adoption rate.FRICTIONS383318171714141313131296It is too expensiveThere isnt enough information about itThere are no more sustainable alternatives I knowofIt is impossible to find out what environmental orsocial impact it hasIt doesnt occur to me in the momentIt feels too unfamiliarMy preferred brands dont offer itIt requires additional effort on my partIt feels like a compromise on quality or experienceI dont believe me changing what I currently dowould make a differenceIt requires too much timeSustainable alternatives dont feel for people likemeOtherKantar Sustainability Sector Index 2023Q32.And what are the reasons that make it difficult to be more sustainable when choosing Milk or dairy products,Food&Beverages?Base:Global,category users/buyers per category n=2684Kantars fuels and frictions model of decision-making influence 20牛奶/乳制品行业2023全球数据行业深入洞察6可持续市场成熟度Kantar Sustainability Sector Index 2023Sophistication classification built from Q28,Q29,Q30Base:Global,Milk or dairy products,users/buyers n=3482,regular buyers/users n=2727Unaware/disengagedBehaviour engagedBrand engagedSolution engagedProblem engagedTotal users/buyersRegular buyers/users18%34%10%13%24%20%37%10%10%23%22牛奶/乳制品行业2023全球数据23行业深入洞察7可持续标杆品牌排名品牌ReputationZ指数1品牌A1222品牌B1203品牌C1063品牌D1065品牌E1036品牌F1026品牌G1028品牌H1018品牌I10110品牌K100凯度BrandZ中可持续发展指数（ReputationZ）TOP10 品牌牛奶/乳制品行业，2022年，中国牛奶/乳制品行业2022中国BrandZ数据问卷执行完成11月12日问卷上线11月2日数据处理11月21日初版报告12月12日报告调整12月21日24联合发布日程规划报名截止时间：10月31日联合白皮书发布预计时间：2023年12月底或2024年1月初预计执行时间节点25参与方式1.提供品牌感兴趣的可持续发展研究问题2.提供品牌在可持续发展方面的观点与案例素材，并授权凯度宣传使用3.购买VIP会员获取报告品牌方报名方式若您与凯度已有合作:请联系您的凯度团队咨询详情。未有对接团队品牌客户:欢迎发送您的联系方式与品牌信息至 报名。媒体/机构报名方式邮件发送您的联系方式至：联合发布本年度白皮书，提升影响力*凯度会对问题和案例进行筛选，最终入选内容将进入白皮书*凯度将对媒体/机构进行评估，最终确认合作名单*最终解释权归凯度所有26购买凯度Marketplace中文官网VIP会员，尊享VIP超值权益，免费获赠价值万元的中国市场可持续发展完整报告！套餐A套餐B如需更多市场报告请邮件联系：7万元8万元-14万元（根据具体所选的海外市场变化）VIP会员（一年）中国市场完整报告一份 VIP会员（一年）中国市场完整报告一份 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