Getting Our Labels Right. Key Findings From Quantitative Stage B2B International JN262-16, December 2016

Transcription

1 Getting Our Labels Right Key Findings From Quantitative Stage B2B International JN262-16, December 2016

2 A Little About The Target Audience Country: Gender: 2,013 Consumer Views Heard China (613) USA (746) Germany (654) 49% 51% Number Of Bedrooms: 36% 21% 27% 12% 4% Income: Average Age: 44 Years Home Location: Location % In a city 54% In the suburbs 18% In a town 15% In a village 8% ~26,000$ ~54,000$ ~39,000$ On its own in a rural area 4% In a small group of houses 1% 2

3 Awareness Of Labels Related To Sustainability

4 Younger Age Groups Are More Aware Of FSC Younger age groups are more aware of FSC. In Germany, where awareness of FSC is already augmented, awareness of FSC amongst year olds is 67%. There is no difference in levels of awareness across age groups. 43% 40% 31% 27% 20% 18% Sig. lower Sig. higher 4 All respondents Which of the following have you heard of or seen before today? Please select all of the logos you are aware of.

5 Those FSC Aware See Sustainability Labels As More Important & They Are More Likely To Influence Their Purchase Decisions Three quarters of consumers aware of FSC see sustainability labels as important and 9/10 state that displaying them on a product would make them more likely to purchase it. 24% 15% 33% 20% 36% Very important Makes me significantly more likely to purchase that brand / product 55% Quite important Neither important nor unimportant 55% 44% Makes me slightly more likely to purchase that brand / product Has no influence at all my purchasing decision 38% Unimportant 27% Makes me slightly less likely to purchase that brand / product 17% Aware of FSC 6% 5% Not Aware of FSC Not at all important 11% Aware of FSC 8% Not aware of FSC I do not notice / pay much attention to sustainability labels Sig. higher Sig. lower 5 Base: Varies How much attention do you pay to sustainability labels when purchasing a product, where 1 is no attention at all and 10 is a lot of attention. What influence does a product having a sustainability-label have on your purchasing decision?

6 Understanding & Views Of FSC & Its Labels

7 Up To A Third Of Respondents Know FSC Is A Certification & Labelling System Promoting Responsible Forest Management Younger respondents in China and Germany were significantly more likely to state that they knew about FSC. A slightly different picture was seen in the USA where those aged between were the age group most likely to have knowledge of FSC. Yes No Overall 36% 64% % 57% % 50% % 57% % 23% 70% 77% In the USA and Germany, males were more likely to state they knew the mission of FSC compared to females % 78% 7 With don t know/n/a removed The Forest Stewardship Council (FSC) is a certification and labelling system promoting responsible forest management worldwide, did you know this before today?

8 In Germany & The US, Around 1 In 10 State They Are Aware Of The Three FSC Label Categories Aware? Overall 20% 80% China 38% 62% Germany USA 9% 14% 91% 86% 8 Labels come under three categories, which describe the origin of FSC-certified material. Did you know that there were three different FSC label categories that can be found on products?

9 The MIX Label Is The Least Clear Overall At an overall level nearly three quarters of consumers stated that they believed that the 100% wood and Recycled labels were clear to understand. However, this was significantly lower for the MIX label. 74% 60% 73% NOTE: Target range as indicated by research agency is 70-75% 9 How clearly do you understand the meaning behind each of these labels?

10 Labels Generally Described In A Positive Manner All labels were seen to be good for the environment and sustainable, however, the MIX label was more often associated with being unclear and vague compared to other labels. Negative Neutral Positive 100% MIX REYCLED Good for the environment 41% Good for the environment 38% Good for the environment 50% Sustainable 31% Sustainable 27% Sustainable 37% Clear 20% Unclear 16% Reclaimed 22% Forest 18% Clear 15% Clear 22% Easy to understand 16% Easy to understand 15% Easy to understand 19% Ethical 13% Certified 13% Simple 12% Certified 12% Forest 13% Ethical 11% Simple 12% Ethical 13% Certified 10% Controlled 12% Vague 12% Forest 10% Timber 11% Simple 12% Useful information 9% 10 Which of the below would you use to describe each label? Please select up to three words or labels which indicated your view.

11 Labels Seen To Be Similar But Respondents Have Some Understanding Of The Differences Those who had less familiarity of sustainability labels and FSC were more likely to state that they did not fully understand the labelling system. There was little difference by age or gender. 3% There are no clear differences between the three labels 11% They are all similar and I do not understand the differences 28% They are distinctly different to one another and I fully understand the difference 58% They are similar but I do have some understanding of the differences 65% Germany 57% USA 54% China (Chinese respondents sig. more likely to state they fully understood the differences) 11 How differentiated are each of the three labels?

12 Views On The MIX Label

13 Certified Wood Seen To Indicate More Diligent Supply Chain Respondents in the USA were least clear about which phrase indicated the most diligent supply chain. No clear differences by age were seen. 58% of those aware of FSC stated Certified wood, compared to 44% of those unaware. Don t know / Not sure Controlled wood Certified wood Don t know / Not sure, 23% USA 37% 29% 34% Certified wood, 48% Germany 20% 49% 31% Controlled wood, 29% China 9% 70% 21% 13 In your opinion, which of these phrases indicates a more diligent supply chain?

14 When MIX Label Is Explained, Fewer Respondents State The Meaning Is Clear Males were significantly more likely than females to state that they felt that the meaning of the MIX label was clear. 65% of those previously aware of FSC stated the label was clear compared to 52% of those unaware. Not at all clear Unclear Neither / nor Clear Extremely clear Overall 5% 15% 24% 40% 16% MIX labels are used when the timber or fibre in the product or mixture of some / all of the following: a) Timber or fibre from an FSC certified well-managed forest USA Germany 7% 6% 17% 21% 27% 26% 36% 36% 12% 12% b) Reclaimed timber or fibre c) Timber or fibre from controlled sources that have been checked against minimum criteria China 6% 18% 48% 25% 14 How well does the current MIX label convey this?

15 Less Than Half Believe That It Is Important To Communicate Manufacturing Process In The Label It would be important to see this clearly in the label The current label provides enough information This makes no difference to me As long as this information is available on the website that is enough During the manufacturing of some MIX labelled products, the materials are mixed together and it is not always possible to state how much certified material an individual product contains. At a manufacturing level it is checked that sufficient amounts of certified materials are being used. Overall USA 40% 36% 29% 30% 14% 15% 22% 15% Germany 41% 31% 12% 17% China 46% 31% 19% 5% 15 With don t know/n/a removed Is this important to see in the label when shopping for forest based products?

16 All Age Groups Prefer Text, Wood- Responsible Use Of Forest Resources Whilst second and third choices vary across groups, this label remains most popular. MIX Text Options Wood supporting responsible forestry 3 rd =2 nd 3 rd =3 rd 4 th 3 rd Wood from responsible sources 2 nd =2 nd =2 nd =3 rd 3 rd 4 th Wood responsible use of forest resources 1 st 1 st 1 st 1 st 1 st 1 st Wood - from certified or controlled sources 4 th 3 rd =2 nd 2 nd 2 nd 2 nd 16 Please rank the text below in order of your preference of how you would like to receive the information about the meaning of the label.

17 Over Half Believe A Change In Wording Would Make It Simpler To Understand Younger respondents were significantly more likely to state that a change in the text would make the label easier to understand. Those previously aware of FSC would be more likely to state a wording change would be simpler to understand (71% of those aware compared to 59% unaware). Yes, it would be simpler to understand No, it would make no difference to me 37% 42% 44% 22% 63% 58% 56% 78% 17 Overall USA Germany China With don t know/n/a removed Base: 1,416 Would changing the text on the MIX label (wood from responsible sources) into your number one choice improve your understanding?

18 Views On The Wider Range Of Labels

19 Half State That Mini Labels Would Provide Enough Information In Most Cases This was particularly strong amongst the younger age group 20% of those aged under 35 stated that mini labels would always be enough information. Mini labels are particularly popular in China compared to other geographies. 17% 15% 13% 22% Yes this would always be enough information 36% 33% 29% In most cases this would be enough information 46% Sometimes this would be enough information This would rarely be enough information This would never be enough information 26% 28% 28% 14% 15% 18% 22% 8% 8% 12% 9% Overall USA Germany China 19 FSC labels are also available as mini labels with reduced information. Is there enough information on these labels to help you with purchase decisions?

20 Mini Labels Preferred By Those Looking To Do More For The Environment Those who are actively looking to do more for the environment were significantly more likely to state that mini labels would be enough information. 17% 20% 10% 31% Yes this would always be enough information 36% 31% 39% In most cases this would be enough information Sometimes this would be enough information 41% This would rarely be enough information 26% 25% 30% This would never be enough information 14% 14% 8% 10% Overall I am happy with what I do at the moment 15% 6% I d like to do a bit more to help the environment 17% 9% I d like to do a lot more to help the environment 20 FSC labels are also available as mini labels with reduced information. Is there enough information on these labels to help you with purchase decisions?

21 Mini Labels Generally Seen To Show Enough Information On Fast Moving Consumer Goods Across all countries a similar trend was seen, generally it is acceptable to have mini labels on all products except wooden furniture or wooden building materials when spend is typically more. Enough information Not enough information Paper 78% 22% Tissue 75% 25% Cosmetic packaging 68% 32% Food or beverage packaging 65% 35% Wooden household / office items 55% 45% Wooden furniture 38% 62% Wooden building materials 37% 63% 21 On what types of products would a mini label be enough information / not be enough information?

22 Into The Future

23 3 In 4 More Likely To Purchase A Product With FSC Label After Taking Part In The Research 29% 26% 24% 38% I would be significantly more likely to purchase the product I would be slightly more likely to purchase the product The label would have no impact on my decision 47% 42% 48% I would be slightly less likely to purchase the product I would be significantly less likely to purchase the product 53% 23% 31% 27% Overall USA Germany China 8% 23 After learning about FSC labels today, how likely are you to purchase a product with an FSC logo on it in the future?

24 Divided Opinions When It Comes To The Label Of The Future On an aggregated level there was little agreement on the best way forward for the label in China Less text and the web address options were most preferred options. In other geographies, no clear differences were seen. 1 2 Neither/nor 4 5 More text 15% 17% 39% 17% 13% Less text More general 9% 12% 33% 25% 21% More detail One label 24% 16% 24% 17% 19% Multiple labels QR code 16% 13% 36% 19% 16% More text More text 13% 15% 35% 20% 17% Web address 24 Thinking about improving the FSC labels for the future, which of the following changes would you like to make?

25 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Those Who See Themselves As Environmentally Friendly Believe It Is Important For FSC To Build Awareness Mean score Overall I don t really do anything that is environmentally friendly I do one or two things that are environmentally friendly I do quite a few things that are environmentally friendly I am environmentally friendly in most things I do I am environmentally friendly in everything I do 25 How important is it for FSC to build awareness of its labelling system amongst people such as you, where 1 is not at all important and 10 is extremely important.

26 Building FSC s Awareness: Directly On The Products & On Websites Will Be Most Effective On products directly 61% Preferred by older respondents On websites 47% TV 41% Product catalogues and promotions Posters in store 29% 28% Newspaper adverts Facebook 21% 19% Preferred by older respondents Magazine adverts 17% Twitter Instagram 7% 9% Preferred by under 35 s 26 How would you like to be told about FSC and the meaning of the labels? Please select all that apply to you.

27 Conclusions & Recommendations

28 What The Research Has Told Us Related To The Objectives Consumers have a poor understanding of the differences between each of the FSC labels, the majority were not aware that there was more than one variation of the label However, when the labels are explained to consumers, the general consensus that the labels are reasonably clear Changing the MIX wording would improve understanding, the preferred choice was Wood responsible use of forest resources Consumers are not typically looking for lots of information when looking at the FSC label. However additional information online would be useful for those who have a particular interest in knowing more. 28

29 M A N C H E S T E R L O N D O N N E W Y O R K C H I C A G O D Ü S S E L D O R F S I N G A P O R E B E I J I N G S H A N G H A I B2B International Bramhall House, 14 Ack Lane East, Bramhall, Stockport, Manchester SK7 2BY Tel: +44 (0) Fax: +44 (0) info@b2binternational.com Website: