Brands need to tap into environmental and health issues to stay ahead, says Tetra Pak exec

28 Oct 2019 --- Consumer perceptions of the interaction between environment and health are becoming increasingly strong, but identifying the different ways this can manifest is key to successful marketing. This is according to Gisele Gurgel, Director Business Insights and Analytics at Tetra Pak, who tells PackagingInsights why the company is highlighting these topics in its 2019 Index, The Convergence of Health & Environment.

“With environmental issues becoming more evident in daily life, consumer concerns about the impact on their health is also growing. While health and environment have historically been seen – and communicated – as separate areas, this year’s Index report shows they are increasingly converging. Nearly 60 percent of consumers now believe that their health and wellbeing are strongly affected by environmental problems. Additionally, the more concerned about the environment consumers become, the more health-conscious they become too,” Gurgel explains. 

A 2018 Innova Market Insights survey found that 64 percent of US and UK consumers expect companies to invest in sustainability. The survey found that consumers’ environmental concerns outweigh social and ethical ones when considering the brands that they buy. This has been amplified throughout this year, with activists like Greta Thurberg and those involved in Extinction Rebellion bringing these issues into the mainstream.

Gurgel adds that as one of the only industries that can connect the environment at a personal level to the individual by also talking about health, food and beverage brands have an opportunity to drive change. This could be through the way they communicate with their consumers on these topics to meet this growing and pressing need.

Gisele Gurgel, Director Business Insights and Analytics at Tetra Pak.“Consumers believe they carry the responsibility for both their own health and the health of the planet. There is a growing belief that today’s lifestyles, particularly what we eat and drink, have a fundamental impact on both,” she adds. 

Consumer segmentation
The report breaks consumers down into six segments, each with its own beliefs, values and information sources, and its own ambitions and drivers for change. Gurgle explains that the segmentation model was developed and designed to support brands with navigating the changing consumer trends on these topics. 

“The six segments have different drivers and barriers, and they trust different sources for information. The implication is that a tailored approach is needed to communicate with the different consumer groups. While some seek fact-based information from scientists, others rely on input from friends and social media,” she explains. Ultimately, each group presents clear opportunities for targeted products and messaging for food and beverage brands in embracing the convergence of these topics. 

The key groups are:

• Active Ambassadors: Have high engagement in all aspects of health and environment and are motivated about animal welfare and future generations.
• Planet Friends: Aim to have a less negative impact on the environment. Engagement with health is more about peace of mind.
• Health Conscious: Are aware and engaged about the environment, but even more so about health. They are prepared to try new things and to pay more for healthy products.
• Followers: Have guilt about health and environmental issues but are not inclined to change behavior or try new things.
• Sceptics: Have low engagement with both health and environmental issues. They are cautious about technology and social media.
• Laggards: Do not have knowledge of or interest in any aspects of health and the environment. 

While the intersection of personal and planet health is generally on the rise globally, the level of the trend’s maturity varies between countries. According to Gurgel, in Brazil, consumers are more interested in eco-branded and natural products, marked with health, beauty and sustainable benefits alike. The environment holds a vital place in Brazilian culture, due to the vast scale and biodiversity of nature there.

“For the UK, it is younger consumers in particular who are connecting food, health and the environment, with many seeking different diets such as flexitarian, vegetarian and vegan. Consequently, there are many Planet Friends here, making up 14 percent of the population. Meanwhile, China cites air pollution as the number one consumer concern for both health and the environment (50 percent and 70 percent). As such, there is an over-index of Health Conscious consumers there, at 14 percent of the population,” says Gurgel.The most frequently cited reason given for buying environmentally sound products is to preserve the environment for future generations.

Looking ahead
With environmental issues becoming more evident in daily life, environment is the number one global concern, and urgency is growing, notes Gurgel. From an environmental perspective, global warming is the most worrying issue overall, with air and ocean pollution, microplastics and poor drinking water among the top concerns for today’s consumers.

“While consumers expect the industry to change action, they currently don’t trust brands to drive change on sustainability and therefore see themselves as most responsible for the environment (71 percent). Government and politicians come next in terms of those viewed responsible, while brands and retailers feature much lower down,” says Gurgel.

She predicts that going forward, the most successful brands will be those that can demonstrate purpose. They should also make the most positive contribution to society, beyond just providing services and products.

“Consumers are already changing their behavior to include greater environmental awareness in their purchasing decisions on multiple levels. The most frequently cited reason given for buying environmentally sound products is to preserve the environment for future generations, followed by doing something helpful for the community. Brands should tap into these trends in order to stay ahead,” Gurgel concludes.  

By Katherine Durrell