The number of obstacles facing retailers and FMCG brands is bigger than ever. From global warming and plastic pollution to ethical supply chains, deforestation and biodiversity, the list keeps growing. With mounting pressure on retailers and consumer goods brands to take on the responsibility for addressing these challenges, knowing where your brand stands and how you compare to the competition has never been a higher priority.
WHAT CAN BE DONE?
Second only to doing the good itself, is to make sure your customers know it’s happening. Ensuring you capture that brand value and help them translate it into the ethical world we want to see, without the misstep of green-washing. One of the most important components in managing your brand perception is knowing who is painting it.
Whether it’s Waitrose reducing plastic in their stores, Unilever launching refillable Cif spray bottles or Iceland’s Christmas Advert being banned, below is a sneak peak of those brands and influencers who are driving the sustainability debate within the FMCG space.
This report aims to cover the following areas:
- How to reach Consumer Goods audiences on Climate & Environment issues?
- Who is influencing & driving the conversation?
- Which are the most prominent topics among the Consumer Goods community?
- Which Consumer Goods brands are most engaged by the Sustainability Community?
- Which Consumer Goods organisations are most engaged by the Sustainability Community?
The report below focusses on the period between 1st July 2018 to 30th June 2019.
WHO ARE THE PROFESSIONAL INFLUENCERS?
We identified the top 5 Consumer Goods & Retail Professionals driving the Environmental Sustainability – these are top global consumer goods influencers who are driving debate and engaging audiences when posting on climate and environmental issues. The full top 20 list is also available for download.
WHO ARE THE SOCIAL INFLUENCERS?
Additionally, we identified the top 5 global Consumer Goods & Retail Social Influencers who are driving the debate on Environmental Sustainability topics. The full top 20 list is also available for download.
WHICH ARE THE KEY TOPICS?
We analysed the top 205 global consumer goods influencers who are active on Environmental Sustainability to identify their hot topics. Overall, they generated 18,701 mentions on Environmental Sustainability topics from 1st July 2018 to 30th June 2019. The top 10 topics driving the debate among this community were identified below. Renewables was the most discussed topic among consumer goods influencers, generating 3,133 mentions (14% of the whole conversation) followed by Reducing emissions comprising 2,500 posts and Climate Action accumulating 2,398 posts (11% of the debate each).
WHICH CONSUMER GOODS & RETAIL BRANDS ARE MOST ENGAGED IN THE SUSTAINABILITY DEBATE?
In the Global English conversation on Environmental Sustainability, we identified the top 5 Consumer Goods & Retail brands influencing the climate & environmental debate. Tesco was the most engaged brand in the global environmental sustainability debate over the time period 1st July 2018 to 30th June 2019. The other top 4 brands generating conversations on the environmental sustainability topics were Unilever, PepsiCo, Sainsbury’s and Morrisons.
WHICH CONSUMER GOODS ORGANISATIONS ARE MOST ENGAGED IN THE SUSTAINABILITY DEBATE?
We also identified the top 5 Consumer Goods organisations (Government/Political institutions and non-profit organisations) influencing the climate & environmental debate. UN Climate Change was the most engaged brand in the global environmental sustainability debate from 1st July 2018 to 30th June 2019. The other top 4 organisations driving the discussion on environmental sustainability topics were UN Environment, CDP, Defra UK and World Resources Institute.
With consumers, media, regulators and trade bodies, politicians, competitors, employees and even your own mind all fighting for attention and attempting to steer the ship can be overwhelming at times. We are here to help you discover who you need to listen to, why they’re important, and illuminate which brands are getting it right, so you can become one of them. The full report with additional brands and influencers is available below.
Download the Full Report
Disclaimer: As ever with these lists, it must be stressed that the ranking correlates to a strong indication of influence – however no definitive measurement of influence exists. The individuals listed here are undoubtedly influential when it comes to driving discussion around FMCG & Sustainability. Onalytica’s PageRank based methodology is used to extract influential experts on a particular topic and takes into account the number and quality of contextual references that a user receives – this allows us to identify Topical Authority (reference) – our priority influence metric. We analyzed topical authority via their social engagement on Twitter and how much influential experts were referenced in association with FMCG & Sustainability on Instagram, Facebook, YouTube, Forums, Blogs, News and Tumblr content. These calculations also take into account a user’s resonance (topical engagement) relevance (number of posts on topic, and % relevance – the proportion of their social content on the topic) and reach (number of followers). If you want to learn more, please read our article that outlines How to identify your target influencers.
ABOUT THE AUTHOR
Sam is a Senior Insights Consultant at Onalytica. He helps brands discover their key insights and convert them into the clearest action to ensure success.