Read our press release on persoenlich.com

How sustainable are Swiss brands perceived to be?

Report
Summary

Publicis Groupe Switzerland, Grownate AG and the University of St. Gallen have agreed on a cooperation in the field of "Sustainability of Brands" in order to create a well-founded scientific study on the perceived sustainability of companies. Of the three dimensions of sustainability, the study will analyze the environmental and social dimension.

The goal is to conduct a benchmarking study and qualitative case studies that examine the sustainability image of 100 selected companies from the perspective of the Swiss population. In total, 5555 people in Switzerland will be surveyed.

Phases
Phases
Phases
Phases
Phases
Phases
Phases

01

2 people in a meeting doing a qualitative interview

QUAntiTATIVE PHASE

The companies included in the quantitative study are the result of a selection of about 700 companies, out of which 100 companies were chosen based on various criteria (advertisement spending, turnover, sector). In a two-step process, participants first select the companies that they are familiar with and on which they have an opinion regarding their sustainability. Then, participants answer detailed questions about two randomly selected companies out of the list created in the first step. Questions regarding sustainability are based on the UN Sustainable Development Goals and the environmental impacts along a product life cycle. In addition to the sustainability assessment, views on the brand personality and the overall impression of the company are also studied.

02

Person working on a computer

QUALITATIVE PHASE

Based on multiple case studies, we illustrate how sustainability has changed the branding landscape and become an integral part of (corporate) brand communication. Rich qualitative data, including semi-structured interviews with sustainability, brand, and communication representatives of selected firms, as well as archival and visual data, will provide insights into what successful sustainability communication looks like.

03

Two men in a workshop putting sticky notes on the wall

SYNTHESIS & Suggestion FOR ACTION

The study will initially be limited to Switzerland and include B2C (main focus) as well as B2B companies. The project will focus exclusively on perceived sustainability from the perspective of different stakeholder groups (end consumer focus). The assessment of actual or objective sustainability of companies and brands is not part of this project. Core findings of the study will result in the benchmarking of 100 companies, brand- and communication strategies, and in defining and prioritizing factors that are directly relevant for a company to be perceived as sustainable in the eyes of the Swiss population.

Initiators

Publicis Groupe Switzerland, Grownate AG and the University of St.Gallen have agreed on a cooperation in the field of "Sustainability of Brands" in order to create a well-founded scientific study on the perceived sustainability of companies.

«Sustainability efforts are an investment in everything.»

Peter van der Touw

«Consumer perception of what companies do on sustainability does not always align with reality. This study seeks to uncover what drives those differences.»

Prof. Dr. Judith Walls

«Sustainability will increasingly become one of the key drivers of brand value»

Prof. Dr. Sven Reinecke

«Today’s consumer loyalty to brands rests very much on relevant ESG commitments. Establishing a direct way to communicate this at the point of sale is crucial»

Dr. Willi Leimer
Forst with a river

Our report is currently only available in German. AN ENGLISH VERSION WILL FOLLOW IN EARLY OCTOBER. 

Thank you! Download the PDF below:
Oops! Something went wrong while submitting the form.
SCOPES @ Ringier | Advertising
SCOPES @ Ringier | Advertising
SCOPES @ Ringier | Advertising
SCOPES @ Ringier | Advertising
SCOPES @ Ringier | Advertising
SCOPES @ Ringier | Advertising
SCOPES @ Ringier | Advertising

SCOPES@ Ringier | Advertising

Am 17. Januar 2024 lädt Ringier Advertising zur Präsentation von SCOPES «Swiss Consumer Perception of Sustainability» ein – der Report zum Status Quo der Schweizer Nachhaltigkeitskommunikation. Die breit angelegte Untersuchung, die erste ihrer Art, ist eine Kooperation von Publicis Groupe Switzerland, Grownate und den Instituten für Marketing und Customer Insight sowie Wirtschaft und Ökologie an der Universität St. Gallen (HSG). Nach den beiden Impulsreferaten folgt eine Panel Diskussion, bevor der Abend durch einen Apéro Riche abgerundet wird.

Impulsreferate

Prof. Dr.

JudithWalls

Director Institute for Economy and the Environment,
Chair for Sustainability Management
Universität St. Gallen

Prof. Dr.

SvenReinecke

Executive Director Institute for Marketing & Customer Insight
Universität St. Gallen

Panel

CorneliaSpäth

Head of Marketing Communication Campagins,
SWISS International Air Lines

MarcelNiederberger

Head of Sustainability,
V-Zug AG

MartinKathriner

Strategieberater,
mk Consulting / digitalswitzerland

SusanneSinclair

Sustainability Manager Switzerland,
Nestlé Suisse SA

Moderation

Johannes Hapig

Ort

The Studio, Dufourstrasse 23, 8008 Zürich

Datum

17. Januar 2023

Empfang

17:30

Beginn

18:00

Apéro Riche

19:00

Wir freuen uns auf Ihre Teilnahme.

Besten Dank für Ihre Registierung. Weitere Infos zum Event erhalten Sie in den nächsten Tagen per Mail.
Oops! Something went wrong while submitting the form.

WIR SIND Ausgebucht. Alle Plätze sind bereits vergeben.