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Sustainability & your business

Leverage our data and analyses to shape your brand’s strategies

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Even at the height of the pandemic, consumers continued to care about and buy sustainable products. But motives and actions around environmental issues are complex – even contradictory.

More than ever, brands need trusted insights on consumers’ changing sustainability behaviors and perceptions.

Bridging the gap from intention to action

The disconnect between good sustainable intentions and actual purchase behavior accounts for $806 billion in lost sales annually for FMCG alone but also has substantial impacts on tech and durable goods sales and other industries.

How can you build a green brand that has top-of-mind awareness – and drives real-world sales? GfK provides a full picture of consumer change, evaluating behavioral data alongside consumer attitudes and motivations

  • Sustainability and your brand: Consulting, trends, research, data & more Articles

    More energy efficiency, fewer organic stores: Where Germans buy sustainability and where they don't
    Consumers in Germany are still buying sustainably – despite inflation and the looming energy crisis. Nevertheless, changes in consumer behavior can be observed, especially in the food sector.
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  • Sustainability and your brand: Consulting, trends, research, data & more News

    Despite inflation: Consumers in Germany decide to buy sustainably
    The GfK Sustainability Index continuously examines the attitudes of German consumers regarding sustainability in a representative survey.
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  • Sustainability and your brand: Consulting, trends, research, data & more Articles

    Sustainability megatrend – German consumers’ expectations of the fashion industry
    A qualitative GfK survey of consumers confirms that sustainability has become an expression of a lifestyle and that conscious consumption has become a status symbol rather than renunciation.
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  • Sustainability and your brand: Consulting, trends, research, data & more Articles

    Q&A with Jutta Langer on how to shake-up your strategic planning
    Will the disruption and cost of transitioning your organization’s entire operation to a sustainable best-practice deliver significant ROI in terms of client loyalty and endorsement?
    Read more >>

  • Sustainability and your brand: Consulting, trends, research, data & more Articles

    How FMCG brands can capitalize on soaring eco-consumer spending power
    What are the four barriers to sustainable shopping & how do consumers act sustainably?
    Read the article >>

  • Sustainability and your brand: Consulting, trends, research, data & more Videos

    GfK Past, Present Purpose
    Get foresight on which sustainable shopping behaviors will stick in 2022 and beyond.
    Watch the video >>

  • Sustainability and your brand: Consulting, trends, research, data & more Reports

    Green Gauge® 2021 Report
    Understand how environmental concerns influence consumer attitudes and buying behaviors so you can meet their new expectations.
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  • Sustainability and your brand: Consulting, trends, research, data & more Videos

    Sustainability and your brand: Consulting, trends, research, data & more Premium

    Who Cares, Who Does 2021
    In our free on-demand-webinar we shared insights from the third edition of our Who Cares, Who Does multi-country report.
    Watch the video >>

  • Sustainability and your brand: Consulting, trends, research, data & more Videos

    Behavior Change Video Series
    GfK in interview with industry experts on their opinion on changing consumer behavior.
    Watch the videos >>
  • Features
    Interested in finding out exactly what RegioGraph can do?
  • Features
    Sustainability megatrend – German consumers’ expectations of the fashion industry
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Who cares? Who does?
Sustainability concern and action

Consumers are changing their values and shopping behavior based on environmental concerns. Know what actions to take to meet their needs with our annual insights.

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What we do as a company​

As a global technology and services company and good corporate citizen, our company is committed to establishing and maintaining systems to protect our company from negative impacts and to ensure we have a positive impact on our people, partners and planet.

That is why we are building and improving upon our sustainability approach – from local initiatives to global strategies.

  • Ecovadis Sustainability Rating
    GfK has been awarded a silver medal from EcoVadis, the leading provider of business sustainability ratings. This is in recognition of our efforts towards corporate social responsibility (CSR) and our serious commitment to continuous improvement of our environmental impact.
  • Reducing our server footprint
    Between January 2019 and the end of 2020, we reduced GfK’s total servers by 53%, including physical servers by 76%, and virtual servers by 46%. This reduced our energy consumption by approximately 170,000 kWh per annum – and we’re looking to do even more this year.
  • CO2 collection
    Measurement is the foundation of our improvement. We are measuring our corporate carbon footprint since 2019, to identify which areas we can improve, to take ever more responsibility for our environment and continuously reduce our carbon footprint.
  • Flexible working
    Our flexible workplace scheme allows all GfK employees to work from home more often - thereby reducing the amount of commuting and associated transportation emissions.
  • Subsidized public transport
    At GfK, we proudly support our employees with commuting options that are gentler on our planet. For example, we partner with various local transit authorities to give our staff discounted season tickets for public transport. It’s a win for our employees and a win for more environmentally friendly modes of transportation.
  • Insight Climate Collective Membership
    GfK UK is a proud member of the Insight Climate Collective, a group of representatives of the UK’s research industry. The aim of the collective is to create a space for debate, dialogue, resource-sharing, education - and activism in our industry.
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How we measure up

Read the 2021 annual Sustainability Report to learn more about the efforts undertaken by our company to follow and promote good sustainability practices.

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