The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreAug 2018
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Looking at the longer term, with so much of the world‘s population subject to water scarcity crises, it is not just an opportunity but a duty for brands to be a part of the solution, investing in the R&D and logistics to bring low water and no water product solutions to market across toilet care, laundry care and personal hygiene - the three main water users of the home. Cape Town and the “Day Zero” story is something of a barometer of how well we are doing beyond the rarified atmosphere of CSR.
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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.
Water shares three common psychologies, namely, the often misguided psychology of abundance which is typical to many developed markets such as the UK. The psychology of compromise, in which consumers invest in products that help cut water usage and are in many cases prepared to make sacrifices to preserve their standard of living, California being a good example. Lastly crisis, where governments step in and there are heavy penalties for non-compliance with regulations, Cape Town being a recent example.
There are three key stakeholder groups who transition between the three psychologies of water scarcity (at least, in the case of home care, there are three most relevant stakeholders). These comprise government, business and consumers, all three having their part to play in negotiating the crisis landscape, but it has to be added, not always successfully or in unison.
In crisis there is often a lack of strategic and planned responses to this scenario. Until brands face the crisis phase and all focus turns to conservation and new or alternative water sources, there remain gaps -many brands are guilty of just paying lip service to a cohesive consumer story around water saving. This is seemingly at odds with well-defined and expansive central CSR plans which commonly have water as a key tenet.
When looking at the longer term, with so much of the world‘s population subject to water scarcity crises, it is not just an opportunity but a duty for brands to be a part of the solution, investing in the R&D and logistics to bring low water and no water product solutions to market for toilet care, laundry care and personal hygiene -the three main water users in the home.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.