Offering ConsumerRelevant Solutions and Influencing Consumer Choices

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Offering Consumer-Relevant Solutions and
Influencing Consumer Choices

• Uwe BergmannOECD Corporate Responsibility
  RoundtableParis, June 15th, 2009

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Our Business Sectors and Top Brands
Laundry / Home Care
Cosmetic / Toiletries
Adhesives
Technologies
Quality with Brands and Technologies
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Sustainability - a Focus for the total Company

• Corporate Vision

• Focal Areas

• Corporate Values

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A sustainable Business Model has to focus on the
entire Value Chain
Disposal
Raw materials
Use phase
Transportation
Manufacturingof ingredients
Manufacturing of products and packaging

Distribution
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From Pioneering Certificates for Sustainable
Palm Kernel Oil
Henkel was the first company buying certificates
for Sustainable Palm Kernel Oil within the RSPO
scheme
United Plantations, the Henkel supplier, was the
first plantation getting endorsement from RSPO
for their sustainability audit
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Monitoring Surfactant Loads in Surface Waters
(Rhine at Düsseldorf)
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Great Potential to deliver added Value
contribute to Sustainable Development
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Influencing Consumer ChoicesAttitudes vs.
Behaviour
Global retail consumers segmented by willingness
to pay for products with environmental social
benefits Survey of consumers in Brazil,
Canada, China, France, Germany, India, the UK and
the US. Source The McKinsey Quarterly, March
2008.

• There is a large gap between consumer attitudes,
  willingness and actual behavior change
• The consumer will not compromise on performance,
  convenience or price

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Identify desirable Improvement Options suitable
Approach(es)
Energy Source
Hot-Water System
Shower or Bath Installation
Product Design
Consumer behavior
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Identify desirable Improvement Options suitable
Approach(es)
Energy Source
Washing Machine
Product Design
Consumer behavior
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Progress requires Time Continuity Persil
Advert 1982
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Cooperation to create a consistent Message
A.I.S.E. WashRight Campaign
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Utilizing the Communication Portfolio to provide
relevant Guidance
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Sustainability in Laundry Washing Progress
from 1979 to 2008
Dosage (Grams per Wash Cycle)
Water (Liters per Wash Cycle)
Energy per Wash Cycle (1978100)
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Conclusions Learnings

• The roles of both business and consumers are
  intrinsically linked in terms of the sustainable
  use of products.
• In the future, delivering performance based on
  both quality and responsibility will become
  increasingly important for consumer choices.
• We need to influence consumers choices by
  communicating the top performance of our
  products, the added value of more sustainable
  choices and thus enabling behavioral changes.
• This development offers great potential as a
  driver for innovative products - smarter consumer
  relevant solutions that link product quality to
  the shared responsibility of producers and
  consumers.