GfK Insight Summit
Netherlands 2023

Sustainability:
new consumer demands in the Dutch market

With more than a decade of marketing experience at Sony Robbin has developed a proactive and pragmatic approach while always having focus on the customer and his team.

Robbin thrives in a challenging environment where the aim is to establish go-to-market strategies, achieve (commercial) growth, enable collaboration among his and other teams, and make fact-based decisions.

In 2016, after more than 25 years in the FMCG world (Unilever, Reckitt Benckiser, DE Masterblenders), Marcel decided to put a beautiful brand on the market of his own called Marcel's Green Soap. After first testing and improving the brand at smaller retailers, the brand hit the shelves at main retail from 2020. By now, Marcel's Green Soap is the largest ECO laundry and cleaning brand in the Benelux. How did they do it? "Niet lullen maar poetsen" is the secret of this success, according to Marcel.

Arnoud van Vliet has worked at Zeeman as Manager CSR & Quality since 2011. At Zeeman, we call sustainability thrifty and it is embedded in the strategy. We make good clothes and textiles for the lowest possible price by being thrifty. 'Zuinig' is a typically Dutch word: a combination of thrifty and caring at the same time. We care about people, the environment and society. It is important for us to be transparent, about our dilemmas, the origin of our products and how we work on making our business operations more sustainable. This is carried from the top of the family business. In doing so, we are always looking for partnerships to have the most impact, such as with Fair wear Foundation, Unicef, Solidaridad and charity shop Het Goed. In 2021, we were voted Sustainable retailer of the year.

Carola Volman is the lead of GfK's Marketing Effectiveness and Consumer Intelligence team. She has worked in research for over 20 years, both as a supplier and client, and from both roles always focuses on the combination of data and analytics and a deep and genuine understanding of customer behaviour. The synergy provides the best opportunities to build strong brands, improve customer experience and achieve commercial goals.

Immediately came into contact with market research during his master's degree in Economic & Consumer Psychology and here he found his passion for combining behaviour and research. Meanwhile, he has been working at GfK for 1.5 years and is involved in projects for various clients from mobile providers to insurance to personal care products. He is also particularly involved in price research using various methods, including pricing using the Conjunct method. He is the main person responsible in the Netherlands for GfK's new pricing tool 'Consumer Price Lab'.

Niels is a very experienced market researcher, with 20+ years of work experience at GfK. After his bachelor (Commercial Economics) and University (Social Cultural Sciences), Niels started working at GfK in 2002. Within GfK, Niels has had various roles, ranging from operational functions, commercial functions, and since mid-2019 he is responsible for the Point of Sales / Sales Tracking data for the Dutch Tech & Durables markets.

Having more than 18 years of experience in the full media spectrum Arjan knows what makes ‘it’ tic. An innovator, operating on the verge of technology, strategy and data – building on his view of the future of media.

The more complicated the task ahead, the better Arjan thrives – with an eye for commercial targets, market needs and social developments he enables growth.

Anya Pieroen is director of corporate affairs at Nestlé.  She has broad experience as head of communications in various industries and has been working in the food industry for the past 10 years including at Kraft Heinz, Jumbo and Nestlé. At these companies, her interest in sustainability grew enormously and she now sees the food chain as part of the problem but also part of the solution to live more sustainably together. She has been working at Nestlé for two years and is a huge fan of Nestlé's " Pets at Work policy", which means that her dog Mabel can frequently be found on the shop floor.

Before GfK Norman was a marketing professional for various FMCG / CPG companies. At some point, he decided to exchange his brands for clients. Now he is delivering research findings himself. Turning data into meaningful insights and practical execution, hereby contributing to challenges and goals of his clients.

Quirine de Weerd has held various positions within Lidl Netherlands in recent years. Since 2019, she has been working as head of corporate social responsibility & communications at the supermarket chain, where her responsibilities include sustainability strategy. For the mission to make a sustainable and healthy lifestyle affordable and accessible for everyone, she is committed every day. "You don't always have to wait for something to be imposed on you. Show what is possible. ", says Quirine de Weerd.