Overview
Catalyst
Summary
Peak stuff a result of economic conditions
Raw material consumption has fallen significantly in the UK
A shift towards low paid-services economy is a factor
Manufacturing decline reduces industrial consumption
UK employment relatively stable, but zero hours contracts increasing
Technological advances have opened up the sharing economy
Digital products have led to a decline in physical demand
Tech innovators reducing promoting the sharing economy
Trends are shifting towards experiences rather than goods
Concern other industries could soon be peaking
Many consumer products continue to grow
Automotive continues to grow
Apparel retail continues to grow due to Fast Fashion
Peak stuff offers innovation opportunities
Engaging consumers on sustainability improves sales
Sustainable business helps improve supply side margins
Being pioneers in sustainability improves brand reputation
Heineken's moderate drinkers wanted campaign attracted huge interest
Adopting early avoids regulation
Mars Foods Health and Wellbeing warns against pasta sauces
Companies are also attempting to tackle consumer habits
Ikea and Heineken invest in sustainability
Heineken trying to make moderation aspirational
Moderating millennials main reason for Heineken's new campaign
Expanding the non-alcoholic range for improved consumer choice
Heineken also promoting sustainable supply
Ikea hoping to achieve sustainability while doubling sales
Ikea affected by generation rent
Trends in living also increasing demand for self-assembly furniture
Ikea wants to grow sustainable range revenues fourfold
Ikea brings hydroponics to the mainstream
Ikea trialing buyback policy in Denmark
Ikea's future designs have sustainability in mind
Ikea championing sustainable living through its employees and customers
Ikea's supply chain also improving in sustainability
Conclusions
Sustainable business can win over younger demographic
Appendix
Definitions
Sources
Further Reading
Ikea Group- Marketline Company Profile
Unilever: Proving that sustainability and profitability can coexist- Marketline Case Study
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