Key Takeaways From Checkout Conference 2020

 

We were at the Checkout Conference this week in the InterContinental, Dublin where sustainability was the hot topic (isn’t it always right now?). Here are a few thoughts from an excellent day spent with some very smart and brave people.

Regan Leggett from Nielsen kicked of the day with some interesting global and local insights where he looked at global drivers of change that will influence the challenges and opportunities for FMCG companies for the next decade.

Checkout 2020 conf.png

  • Europe’s population will decline from 747m to 745m by 2025 whereas Ireland’s population will grow from 4.9m to 5.1m

  • 44% of Irish people consider themselves to be better off now than previously

  • By 2028 women will control 75% of discretionary spending globally

  • Women over index on health, convenience and sustainability

  • 68% of Irish people believe technology will save them time and simplify their lives this year

  • 43% of Irish people (51% globally) would be willing to interact with a brand using AR/VR

Regan finished out discussing how gamification, AR and VR will be the big emerging technology trends in the coming years. We are rolling out our first AR/VR campaign of the year for a global client so will keep you posted on the first hand results.

Zuck v Greta

Hannah Phang from Futerra gave us an interesting head to head. The man who defines millennials, Mark Zuckerberg, versus the girl who is defining Gen Z, Greta Thunberg. It’s a battle of digital natives versus digital sceptics. Billionaire Zuckerberg has had trust issues. Greta is spearheading the honest generation. They want transparency from corporations. It will be interesting to see how this evolves.

checkout2.png

What is for sure is that Gen Z cares about the environment. Sustainability id vital. And honesty about your environmental efforts is a must. If you want to connect with the Honest Generation you are going to have to change your efforts and your communication. Look at how KFC and Chipotle have addressed their own shortcomings so far…

checkout3.png

Sustainability is a journey not a destination

We finished up with a panel discussion with Pat Kane (Reuzi), Eleanor Meade (Meade Potato Company), Naomi Sheridan (NOMS) and Sian Young (Britvic Ireland) and it was incredibly insightful to see the passion and knowledge for sustainability and environmental protection up on the stage. It genuinely felt like brands are pushing sustainability right to the forefront of their thinking. And not just because they have to. Because it makes sense. Because it makes commercial sense.

Traceability through technology was a thread throughout the discussion. It is clear that if you can’t measure you can’t manage.

Education will be crucial to the future success of sustainability programs. Education for companies and also for consumers. We have to ensure that the chain is strong throughout the process. 

Overall it seems that the sustainability journey is an opportunity for companies to innovate. We love this thinking at H+B and are very happy to be on a sustainable journey with our clients. If you want some inspiration you can download our own Pollination guide here. We genuinely believe we can deliver commercial results while lessening the environmental impact of the work. Let’s get it done and enjoy the journey.

 

- JD

 
Guest User