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Explore how companies like Henkel are leading the way in sustainable business practices, focusing on the entire value chain from raw materials to distribution. Learn about initiatives like using sustainable palm kernel oil and monitoring surfactant loads in water bodies. Discover approaches to influence consumer choices, bridging the gap between attitudes and behaviors towards eco-friendly products. Gain insights into improvement options for energy sources, product design, and consumer behavior in laundry and home care sectors. Uncover the evolution of sustainability in laundry washing and the importance of delivering performance while emphasizing responsibility. Find out how innovation can drive smarter solutions that connect product quality with shared producer-consumer responsibility.
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Offering Consumer-Relevant Solutions and Influencing Consumer Choices Uwe BergmannOECD Corporate Responsibility RoundtableParis, June 15th, 2009
Our Business Sectors and Top Brands Laundry / Home Care Cosmetic / Toiletries Adhesives Technologies Quality with Brands and Technologies
Sustainability − a Focus for the total Company • Corporate Vision • Focal Areas • Corporate Values
A sustainable Business Model has to focus on the entire Value Chain Disposal Raw materials Use phase Transportation Manufacturingof ingredients Manufacturing of products and packaging Distribution
From Pioneering Certificates for Sustainable Palm Kernel Oil Henkel was the first company buying certificates for Sustainable Palm Kernel Oil within the RSPO scheme United Plantations, the Henkel supplier, was the first plantation getting endorsement from RSPO for their sustainability audit
Monitoring Surfactant Loads in Surface Waters (Rhine at Düsseldorf)
Great Potential to deliver added Value & contribute to Sustainable Development
Influencing Consumer Choices:Attitudes vs. Behaviour • There is a large gap between consumer attitudes, willingness and actual behavior change • The consumer will not compromise on performance, convenience or price Global retail consumers segmented by willingness to pay for products with environmental & social benefits – Survey of consumers in Brazil, Canada, China, France, Germany, India, the UK and the US. Source: The McKinsey Quarterly, March 2008.
Identify desirable Improvement Options & suitable Approach(es) Energy Source Hot-Water System Shower or Bath Installation Product Design Consumer behavior
Identify desirable Improvement Options & suitable Approach(es) Energy Source Washing Machine Product Design Consumer behavior
Cooperation to create a consistent Message: A.I.S.E. WashRight Campaign
Utilizing the Communication Portfolio to provide relevant Guidance
Sustainability in Laundry Washing: Progress from 1979 to 2008 Dosage (Grams per Wash Cycle) Water (Liters per Wash Cycle) Energy per Wash Cycle (1978=100)
Conclusions & Learnings • The roles of both business and consumers are intrinsically linked in terms of the sustainable use of products. • In the future, delivering performance based on both quality and responsibility will become increasingly important for consumer choices. • We need to influence consumers’ choices by communicating the top performance of our products, the added value of more sustainable choices and thus enabling behavioral changes. • This development offers great potential as a driver for innovative products - smarter consumer relevant solutions that link product quality to the shared responsibility of producers and consumers.
