NMI's Sustainability Consumer Trends Database® is the industry's most comprehensive tool to measure consumers' integration of personal and planetary health across their lifestyles - from food and beverage to home care to durables and lifestyle activities. For the past 13 years, a wide range of clients have leveraged this insight to better understand their consumer target, develop new targets, and measure scores of attitudes and behaviors for those groups.
This Sustainability report is packed full of trends and analysis to help companies understand how these major cultural shifts identify opportunities for their business. Profiling the hottest consumer trends, this new December 2014 report offers over 80 pages of data and analysis, including charts, graphs, and illustrations comparing and contrasting consumer segments, demographic groups, product users, and more!
South Africa 2014 ― Consumers and Sustainability is NMI's comprehensive report on the state of health and sustainability specifically in the country of South Africa. The research was conducted to gain a fuller understanding of consumer attitudes and behaviors in South Africa on the topics of health, environmental friendliness, sustainability, and corporate accountability.
This country report uncovers insights unique to the South African consumer base and examines the motivations and challenges which drive consumers to be more environmentally and socially responsible. In addition, the report reveals what they feel is their role and the role of those doing business in South Africa. Water conservation, access to clean drinking water, quality of education and poverty in South Africa are top of mind for these consumers. Find out what else is on their minds.
A glimpse into the report ...
The continued expansion of sustainability and environmental protection within South Africa
How segments within the South African population have differing points of view and how that understanding can help to formulate messaging
What types of products South African consumers want to see in an environmental version
What social and environmental issues are of utmost importance to South Africans
What are their health concerns and how do they influence desire for specific food attributes
What are South African consumers interested in learning about what companies are doing regarding their social and environmental commitments
South Africa – Sustainability Summary
South Africans are highly engaged in the environmental and sustainable space; environmental and social responsibility are not thought of as transient ideals, but as foundational principles.
Understanding which environmental and social issues resonate with South African consumers will allow industries to better communicate with this emerging target: water conservation, access to clean drinking water, quality of education and poverty in South Africa are high concerns.
Quality of and access to healthcare are also major 'health' concerns among South African consumers.
While South Africans have made a conscious effort to eat healthier than they used to, food safety and genetically engineered food create concern among the majority of South Africans.
Even though the country is experiencing industrialized growth and global investment, and South Africa continues to strive toward more equal distribution of the economic wealth, poverty and inequities continue to persist in South Africa.
South African consumers exhibit high information seeking behavior regarding the environment; implementing educational initiatives should help boost brand understanding and trial; however, while South Africans do care about the environment, price oftentimes dictates purchase.
South Africans show significant interest in environmentally-friendly versions of many products; understanding what specific benefits South Africans consumers seek from e-friendly products will help to create a more impactful marketing strategy.
The South African community is increasingly watchful of what companies are doing and how it affects the environment and society; having a strong and transparent corporate social responsibility strategy is crucial.
The South African consumer feels their own government, foreign governments and corporations should be doing a better job in protecting the environment.
Skepticism does exist among South Africans regarding the value of e-friendly products; even if quality, price and convenience are held equal, benefits will have to be made 'real' and relevant.
Eco-benefits should be clearly communicated on product packaging as product packaging is the second most used source to find out environmental information behind traditional media (TV, radio, newspapers, magazines).
Understanding segment similarities and differences within each country helps to align messaging to attract the best target segment.
Background & Methodology: South Africa
NMI's initial global study surrounding health and sustainability was conducted in 2005; this research was conducted in 2013 in South Africa.
The study was conducted online; data were weighted to age and gender.
Data were collected from approximately 1,500 respondents.
A k-means clustering method was used. Cluster centers were defined as dense regions in the multivariate space based on a k-means segmentation of the attitudinal variables from the LOHAS survey.
These solutions are mutually exclusive and identify in each consumer segment the levels of influence and specific motivational and behavioral drivers across a multitude of factors.