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WELCOME TO the first-ever Pricing for the Planet Week - DAY 2

Forest Path

From Nov 4th to Nov 8th

Sustainability, where to start and what to do?

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DAY 2 - AGENDA

Welcome to Day 2 of the PricingForThePlanet Week!

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Here is your Day 2 One pager. You can explore the session summaries and key takeaways or dive into the full video by clicking the play button. We hope you find this content inspiring and that it encourages you to take even bigger steps toward sustainability.

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If you encounter any issues, feel free to reach out to us at info@pricingfortheplanet.com.

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Please use your free access to our Pricing For The Planet online community to ask questions and to network (see bottom section of this page)

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Enjoy!

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​Part 1 

Rountable: Market & Pricing Research for Sustainable Products and Services 

  • Speakers:​

    • Florence Corbasson - Strategic Insights Manager, Google LinkedIn

    • Audrey Courant - Managing Principal and Head of Research - Europe, Ducker Carlisle LinkedIn

    • Luc Anfray - Partner, Simon-Kucher & Partners LinkedIn

    • Noel Wang - Global Director CoE - RGM Pricing Promo Strategy - Decathlon (in partnership with EpicConjoint) LinkedIn

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Key Takeaways:​

1. Understanding Consumer Behavior through Data
Florence Corbasson (Google) shares that Google’s consumer data offers insights into actual behaviors, revealing a "say-do gap"—where what people claim about sustainability often differs from their actions. For instance, although many report reducing meat consumption, search data shows that interest in meat recipes remains high. This underscores the need for both declarative data (what people say) and behavioral data (what people do) for a complete picture.

 

2. Shift Toward Quality Over Cheap Pricing
Florence also notes a trend away from "cheap" towards "best" in online searches, reflecting a consumer focus on quality and value over low cost. Sustainability preferences vary, with consumers seeking both value and eco-consciousness, which complicates demands for companies to offer "cheap but sustainable" products.

 

3. The Demand Revolution in Sustainability
Luc Anfray (Simon-Kucher & Partners) discusses insights from their new book, The Demand Revolution, which examines how consumer expectations for sustainability are impacting pricing and business models. Survey findings reveal that 78% of consumers prioritize sustainability in purchasing decisions, influencing both loyalty and brand trust. This requires businesses to align sustainability with profitability and adopt a pricing strategy that resonates with eco-conscious consumers.

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4. Consumer Willingness to Pay and Segmentation
Luc explains that while 85% of consumers care about sustainability, willingness to pay for it varies. Simon-Kucher & Partners’ research has identified eight consumer archetypes based on sustainability attitudes. This segmentation helps companies understand which consumers are willing to pay a premium for sustainability and which view it as a basic expectation.

 

5. Decathlon’s Consumer-Centric Sustainability Research
Noel Wang (Decathlon) describes Decathlon’s conjoint analysis research with EpicConjoint to understand consumer willingness to pay for different sustainability attributes. Findings reveal that:

  • Consumers value sustainability aspects they can relate to (e.g., local production or eco-design).

  • Simplicity in sustainability messaging is crucial, as “green fatigue” can diminish consumer interest.

  • Decathlon prioritizes eco-design, with 40% of products now offering an improved environmental footprint.

 

6. Circular Business Models and Market Testing
Decathlon is advancing circular business models, offering rental, buyback, and subscription services. They emphasize that scaling a circular economy model presents challenges in inventory management and long-term planning, and AI can play a role in forecasting costs and streamlining circular processes.

 

7. Listening to Customers to Define Sustainability
Audrey Courant (Ducker Carlisle) stresses the importance of direct customer insights to understand sustainability expectations. Especially in B2B, where sustainability spans various dimensions (e.g., recycled materials, production processes, waste management), in-depth discussions with clients help identify the aspects that truly resonate.

 

8. Evolving Stakeholder Engagement in B2B
Luc Anfray highlights a shift in B2B relationships: companies now engage with multiple departments (e.g., R&D, procurement, sustainability teams) to align on sustainability goals. This adds complexity but also opportunities for differentiation and creating shared value with clients.

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Practical Advice for Companies Starting Sustainability Initiatives

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1. Start with Customer Insights
Each expert underscores the need to begin with customer expectations around sustainability. Understanding what sustainability means to various customer segments is essential to prioritize initiatives that will resonate most.

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2. Emphasize Clarity and Simplicity in Messaging
Consumers value clear, simple language around sustainability. Terms like “eco-design” and “second life” are effective because they communicate tangible actions, as opposed to abstract concepts.

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3. Use AI and Data Analytics to Support Circularity
AI can enable circular business models by predicting inventory needs, setting pricing for refurbished goods, and forecasting demand—all essential for companies scaling sustainable solutions.

 

4. Pilot New Business Models
For companies transitioning to circular models or new pricing strategies, Luc Anfray recommends testing key use cases before full-scale implementation. This approach allows for quick adjustments based on real market feedback.

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5. Collaborate Across Departments
Embedding sustainability across various departments (e.g., R&D, sales, supply chain) ensures that sustainability becomes an integrated part of the company culture rather than a siloed initiative.

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Watch the full video:​​​

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WEBINAR

Deep dive on Google Trends around Sustainability with Florence Corbasson

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Key Takeaways:

1. Contradictions in Sustainability: The Say-Do Gap
Florence examines the disconnect between what consumers claim to value in sustainability and what they actually search for and purchase. While surveys indicate a growing interest in frugality and responsible consumption, Google search data reveals that:

  1. Meat-related recipes are searched far more than vegetarian recipes, despite consumers claiming to reduce meat consumption.

  2. Searches for “made in France” and locally sourced products are lower than expected, while fast fashion remains highly popular.

  3. This gap, known as the "say-do gap," highlights how sustainable intentions often struggle to translate into everyday choices.

 

2. Frugality as an Aspiration vs. a Necessity

Florence and BETC’s research shows that 80% of surveyed consumers believe they could embrace a happier, more frugal lifestyle, viewing frugality as progressive rather than regressive. However, many consumers see frugality as something they adopt primarily under economic pressure, reflecting a struggle between aspirations for sobriety and the reality of consumer temptations.

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3. Price Sensitivity and Financial Literacy

Price is a significant concern for French consumers:

  1. Searches for “price” show high consumer engagement with price comparisons and discounts, indicating price sensitivity.

  2. There is a rising interest in financial literacy and budgeting tools on YouTube and Google, with trends like "cash stuffing" and “no-buy challenges” helping consumers manage their budgets.

 

4. The Belief-Truth Gap: Misaligned Efforts in Sustainability
Florence discusses the gap between what consumers believe has an impact on sustainability and what actually does:

  1. For instance, recycling searches are more frequent for items like bottle caps or pens rather than impactful items like electronics.

  2. Consumers are drawn to sustainable-looking items like reusable water bottles and tote bags, often unaware that these products require repeated use to offset their environmental cost.

 

5. Challenges in Communication: The Semantics Gap
There is often a mismatch between the vocabulary companies use for sustainability (e.g., future targets, large-scale concepts) and the personal, relatable language consumers use (e.g., “pre-loved,” “second life”). To be effective, companies should shift to simpler, more relatable messaging that aligns with consumers' daily actions and real-life applications.

 

6. Complex Expectations: Sustainability and Convenience
Even when consumers seek sustainable products, they maintain high expectations for convenience:

  1. Searches often include contradictory phrases, such as “thrift store open near me now” or “reusable cup personalized, delivered within a day.”

  2. This indicates that consumers want sustainability without sacrificing speed, customization, or accessibility, presenting a challenge for businesses.

 

7. The Role of Companies in Supporting Sustainable Behavior
Nearly all consumers express a desire for companies to help guide them toward more sustainable choices. Florence suggests companies can:

  1. Leverage familiar marketing tools but shift the focus toward sustainable options.

  2. Align marketing language and metrics with consumers' expectations to make sustainability more desirable.

 

Aha Moments and Final Reflections

Florence’s analysis reveals several key insights:

  1. The Complexity of Frugality as Happiness: Although consumers aspire to frugality, it remains difficult to embrace wholeheartedly without economic necessity.

  2. Practical Communication for Lasting Impact: Companies should focus on accessible, action-oriented language rather than abstract goals to resonate with consumers.

  3. Creating Desirable, Sustainable Futures: Companies should use insights like these to inspire consumers toward sustainable choices while meeting their demands for convenience and personalization.

  4. Final Gap – The "Now You Know" Gap: Florence concludes by challenging the audience to consider how they can use these insights to make a meaningful impact on sustainable consumer behavior.

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Watch the full video:​​​

WEBINAR

Sustainability, where to start and what to do? The True Pricing Concept with Michel Scholte - Co-founder, True Price Foundation and CSRDAcademy

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Key Takeaways:

 

The Urgency of True Prices for a Sustainable Economy

Michel Scholte underscores that achieving a truly sustainable economy requires pricing that reflects not just market value but also the environmental and social costs involved. As long as it's cheaper to exploit natural resources and human labor, sustainability remains unattainable. True pricing integrates these hidden costs, pushing the market toward fair and responsible practices.

 

A Journey Rooted in Realizations

Scholte shares his early experiences that led to the creation of True Price. His teenage efforts to combat poverty and support communities in Ghana revealed systemic issues in global trade that perpetuated exploitation. His shift from direct aid to focusing on market structures exposed how existing norms and fiscal systems fail to incorporate costs related to human rights and environmental impacts.

 

True Pricing Methodology:

A Three-Step Approach True Price employs a structured approach to recalibrate pricing:

  1. Mapping Value Chains: Identifying the components and origins of products.

  2. Assessing Social and Environmental Impacts: Measuring underpayment, labor exploitation, resource extraction, pollution, and more.

  3. Monetizing the Impacts: Assigning costs to these externalities to present a comprehensive true price.

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Early Resistance and Breakthroughs

Initial responses to True Price were met with skepticism from major accounting firms and businesses, seeing it as impractical or contrary to competition laws. This changed when Tony’s Chocolonely reached out to collaborate on assessing the true price of their chocolate, illustrating significant cost gaps despite fair trade efforts. This partnership demonstrated that true pricing can influence real business decisions and catalyze meaningful change.

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Consumer Behavior Insights:

Price Elasticity and Norm Sensitivity Scholte highlights the misconception that increasing prices for sustainability will automatically reduce demand. In reality, brands like Tony’s Chocolonely and supermarkets that introduced true pricing experienced stable or even increased sales. Experiments showed that when true pricing was set as the default, conversion rates soared to 95%, revealing that people are norm-sensitive and willing to adapt when sustainable practices become the standard.

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The Role of Education in Normalizing True Pricing

A landmark achievement for the True Price Foundation is the inclusion of true pricing in the Dutch high school curriculum starting in 2027. This initiative is a significant step in shaping future consumers and professionals who understand and advocate for sustainability-integrated market norms.

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Implementation Steps for Entrepreneurs and Consumers

Michel emphasizes that businesses looking to adopt true pricing should start by mapping their value chains, engaging with suppliers, and leveraging open-source databases to estimate social and environmental impacts. On the consumer side, he encourages questioning brands and advocating for transparent pricing that incorporates these broader costs.

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Aha Moments and Final Reflections

Michel's talk leaves the audience with thought-provoking insights:

  1. The Power of Norms: Making true pricing a standard practice transforms consumer behavior and business strategy.

  2. Beyond Abstract Goals: Businesses should move away from complex, jargon-heavy language and adopt clear, relatable communication to align with consumer expectations.

  3. Action as the Next Step: Sustainability requires concrete steps that involve recalibrating our understanding of value, from individual purchases to corporate strategies.

 

Explore Further: Visit trueprice.org for more information on methodologies and resources. Follow Michel Scholte on LinkedIn for ongoing insights into sustainability and the true pricing movement.

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Watch the full video:​​​

BONUS

Decathlon's experience around Conjoint Analysis for Sustainability (in partnership with EpicConjoint)​​

  • Speakers:​

    • Andy O'Brien - Pricing Director FMCG and Retail - EPIC Conjoint LinkedIn

    • Candice Cardock - Head of customer engagement for sustainability - Decathlon LinkedIn 

    • Noel Wang - Global Director CoE - RGM Pricing Promo Strategy - Decathlon LinkedIn

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Key Takeaways:

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Decathlon’s Holistic Approach to Sustainability

Candice Cardock emphasizes Decathlon's unique position as a company that oversees the entire product lifecycle—from design to sales and second-hand offers. Decathlon’s sustainability strategy, launched two years ago, focuses on reducing carbon footprints, creating circular products, and scaling up business models that promote reuse and repair. With 40% of their product range eco-designed by 2023, Decathlon aims to elevate market standards for sustainable sports products.

 

Key Objectives for Understanding Consumer Response

Decathlon sought to measure how consumers perceive and value sustainability claims. The core questions included evaluating consumer reactions to different materials, sourcing transparency, certifications, and the carbon footprint of products. These findings would guide their communication strategy and assess their impact on consumer willingness to pay for sustainable options.

 

Conjoint Analysis as a Research Tool

Andy O'Brien explains the advantages of conjoint analysis for testing sustainability claims. Unlike focus groups or A/B testing, conjoint analysis provides quantitative insights into consumer preferences by rotating variables (e.g., price, sustainability claims) across hundreds of respondents to isolate impactful features. This helps in understanding not just what consumers value but the price premium they are willing to pay for these features.

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​We also learned from Candice Cardock on being very selective with what you are testing from an ESG perspective to ensure clear outcomes. The Decathlon study was ambitious in how much we tried to evaluate in one study, leaving some of the elements overpowered by those features that matter most to the customer.

 

Findings: The Impact of ESG Claims on Consumer Choices The research revealed that:

  • Brand and Price Dominate Decision-Making: While brand and price were the top factors influencing consumer choices, sustainability claims still accounted for 30-35% of decisions in certain markets and age groups.

  • Locally Produced Products Lead: Claims of local production were the most compelling to consumers, showcasing an awareness of the benefits of reduced environmental impact.

  • Certification Trust: Labels like Fair Trade had varying impacts, with more detailed explanations of the certifications driving higher consumer trust and willingness to pay.

  • Consumer Fatigue from Overload: Too much technical information can overwhelm consumers, leading to decision fatigue. Keeping claims concise and educational is crucial for effective communication.

 

Surprising Consumer Insights

Candice notes an unexpected result: younger consumers were not as driven by sustainability claims as initially thought. Additionally, responses across European countries showed similar patterns, suggesting a consistent perception of sustainability across the region.

 

Actionable Steps and Business Implications

Noel Wang points out that the findings show sustainability claims can drive volume and pricing power if strategically communicated. The study highlighted the importance of simplicity and clarity, as too much detail can deter consumers. This implies that brands must balance transparency with digestible information and invest in consumer education to align with sustainability goals.

 

Challenges and Recommendations for Implementation

  • Balancing Regulatory and Consumer Needs: Candice highlights the difficulty of meeting regulatory demands while ensuring that information remains comprehensible and engaging to consumers.

  • Advice for Other Businesses: Noel emphasizes the importance of understanding specific consumer segments and finding a balance between sustainability efforts and financial viability. Candice suggests starting small and focusing on a few impactful claims to create a clear action plan.

 

The Role of Brands in Shaping Consumer Behavior

Noel concludes that brands hold a significant responsibility in leading sustainable change, as brand trust is the most influential factor in purchase decisions. He advocates for brands to offer a "shock of offer" that aligns their core values with sustainable practices, driving the market towards long-term environmental balance.

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Key Advice for Companies Starting Their Sustainability Journey

  • Consumer Preferences and Simplicity: Clear, relatable messaging around sustainability claims is more effective than technical jargon.

  • Education is Essential: Helping consumers understand what sustainability means and its different aspects (social, environmental) is necessary to drive informed choices.

  • Shared Insights for Collective Progress: Decathlon shares their findings to foster industry-wide collaboration and standardize sustainability communication, making it easier for consumers to make informed decisions.

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Watch the full video:​​​

Don't let the digital format hold you back from networking!

 

By joining this event, you have a free access to our Pricing For The Planet online community, where you can:

  • Ask live questions and respond to open discussions on the platform

  • Connect with others and start meaningful conversations

  • Access exclusive content throughout the week

So, no more excuses—head to our online platform, start networking, and ask your questions!

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Continue the journey with us!

 

We’re excited to launch our community-driven learning platform, The PricingForThePlanet Leanring Platform, designed to fill the critical skills gap at the intersection of business and sustainability.

Extensive research and conversations with leading headhunters have shown that the ability to monetize sustainability will be one of the most highly valued skills in the near future.

 

Join us as we empower professionals to turn sustainable practices into profitable strategies, driving both environmental impact and business growth.

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