Defining Sustainability activation program
Scope: Global
Category: Home Care
Client: Confidential
Business Issue: What activation program across our brands would change consumer habits towards more sustainable behaviors (when using our brands) ?
1. Analytical phase
- Extensive analysis of the behaviors most likely to drive sustainability impact, and corresponding barriers (quanti & quali research)
- Identification of most relevant triggers that can address behaviors and barriers
- Eliciting relevant conditions of the change model
- Extensive competitive analysis with 15 case studies
2. Ideation Phase:
- From/To behavior we want to influence
- Barrier
- Trigger
- Right to play
- Change model conditions
3. Engagement phase:
- Ideas refined & shaped in successive workshops with key stakeholders
- Pre selection of most promising ideas with project team
- Visualization
4. Consumer Research :
- Objective:
- •Stimuli development and testing in 6 countries
- •Results analysis
- •Activation ideas fine tuning
5. Executive Committee alignment:
- •Clear decision on 1 relevant direction