eBay’s Social Innovation team had the opportunity to participate in a panel discussion this last week at a conference hosted by L’Oreal titled “Reimagining Consumption Summit: Sustainability as a Desirable Choice for All.” The session focused on ways in which the business case for sustainability is changing and how brands can influence consumers to make more sustainable choices.
We’ve been having similar conversations with other companies throughout the year as part of a BSR and Futerra Sustainable Lifestyles Frontier Working Group. Together with companies like Disney, Johnson & Johnson, L’Oreal, Hilton Hotels, Carlsberg and others, we’ve been discussing the line between encouraging sustainable behaviors and simply offering more sustainable products and services. What is a company’s role in pushing an overall lifestyle change vs. focusing solely on cleaning up its own operations and supply chain?
The group released a survey in September titled “Value Gap – The changing value of changing consumer behaviors” which outlines the transformation expected by 2018. Of the 54 business leaders surveyed, results showed that companies are expecting both growth in consumer interest in sustainability, and growth in business action to encourage more sustainable lifestyles. At the same time, it’s clear that companies continue to struggle to articulate the potential and value of investment in this area. To address this challenge, the working group is developing a “Business Case Builder” tool and series of case studies, which will be released later this Fall.
Read the full survey results here.