Building sustainable consumer habits at Henkel
Henkel Consumer Brands (HCB) offers a wide range of consumer goods, represented by leading and well-known brands such as Persil, Schwarzkopf, and Dial. Committed to sustainability, HCB is transforming its product portfolio by integrating more sustainable solutions. The aim is to empower consumers to make sustainable choices not only in their purchase decisions but also in the usage of the products. To accelerate this journey, HCB collaborated with SparkOptimus to develop a comprehensive approach on shifting consumer behaviors and establishing sustainable choices as the new norm.
“It was a pleasure working with SparkOptimus. With their expertise, drive and enthusiasm they brought a great ‘spark’ and acceleration to our sustainability journey. We now have clear strategies for sustainable product introductions and are ready to take the next step.”
We began by conducting a comprehensive analysis of Henkel's ongoing sustainability initiatives and product innovations. This involved an in-depth data review and interviews across various Henkel business units at both global and local levels. Complementing this context with our industry expertise and best practices from other sectors, we formulated a strategic set of guidelines to effectively cultivate sustainable consumer habits.
Subsequently we brought these insights to life by focusing on a concentrate-to-dilute homecare solution, set to launch in various countries. Through collaborative working sessions with representatives from all relevant parts of the business, we developed a tailored approach to ensure a successful product introduction to the market. Building on this, we also created a broader guide for all HCB categories on how to effectively guide consumers into making sustainable choices.
Recognizing the challenge of shifting consumer behavior and the inherent SAY-DO gap in sustainable consumer behavior, we acknowledged that retailers and internal stakeholders also play a pivotal role in this transformation. As a result, we crafted strategies to secure the commitment and alignment of these essential partners.
Take the insights with you
Henkel Consumer Brands (HCB) and the Henkel Global Sustainability team now have two concrete sustainability methods accompanied by step-wise guidebooks. The first outlines a global home care sustainable product roll-out, providing actionable steps to position HCB to set new industry standards and influence consumer behavior positively. The second serves as the core knowledge document for generic future sustainable product launches, playing a crucial role in aligning HCB's operations with their sustainability objectives.
Want to find out how your business can benefit from our 1-week sustainability scan? Click here to get in touch with us.
Ready to transform your organization? Discover how with our 1-week scan.
In recent years, the energy sector has faced significant disruptions due to the energy crisis and the ongoing transition towards sustainability. Eneco, a leading producer and supplier of natural gas, electricity and heat in the Netherlands, recognized the need to not only adapt to these changing market dynamics but to take the initiative in fostering a shift towards more sustainable consumption behaviours. Their vision was not just to introduce a new product but to catalyze a profound behaviour change that benefits both consumers' wallets and the environment. Driven by a vision to empower consumers with greener, more cost-effective energy choices through dynamic pricing and a broad range of services and products, Eneco partnered with SparkOptimus to kickstart the transformation, set-up and delivery of these innovations.
Budget Thuis is a leading energy and telecom services provider in the Netherlands, committed to providing reliable services at affordable prices. Serving more than a million customers, Budget Thuis holds a prominent position in the industry. Recognizing the substantial potential of Generative AI to enhance internal processes and the customer experience, Budget Thuis faced challenges in realizing its value independently. Therefore, they asked SparkOptimus’ support in identifying and prioritizing company-specific use cases, rapidly testing and proving the value by collaboratively building, testing, and improving MVPs, and designing an organizational setup for long-term, sustainable (Gen) AI innovation.
Zijerveld (a subsidiary of FrieslandCampina) is one of the largest cheese wholesalers in Europe. Recognizing the vast potential AI can bring to their business, they approached SparkOptimus for a one-week data scan. The scan consisted of identifying and prioritizing potential AI use cases across Zijerveld’s business and creating a first view of business value for selected use cases.
Gamma Belgium is a top 3 player in the Belgian DIY market. Every week 160,000 customers shop at one of 80+ stores in Flanders or Wallonia. As part of the Intergamma cross-channel strategy, Gamma Belgium launched their webshop in early 2014. SparkOptimus was asked to help build an adaptive and self-learning e-commerce organization with a constant focus on growth and profit maximization.
