Betterment Brands
Brands and products for a Better World
A powerful shift is being observed in consumers' eco-consciousness. People are becoming increasingly more aware of the environment, impact of their choices, and are seeking ways to align their purchasing decisions with their values and habits.
Enter the rise of Betterment Brands – businesses that embrace sustainability and responsibility as core values, offering guilt-free consumption.
Betterment Brands will play an even more pivotal role in the consumer landscape during 2024. This shift is not merely a passing trend but a fundamental change in consumer expectations. In the next year, the Betterment Brands trend will continue to shape how consumers perceive and engage with brands as they strive to create a positive impact on the world.
81%
of people believe that social media has increased pressure on businesses for ESG accountability (Source: Sprout Social)
63%
of consumers believe high prices are the main obstacle to adopting sustainability (Source: Deloitte)
+90%
of S&P 500 companies now report on ESG (Source: McKinsey Sustainability Report)
Tracking the trend
Brands that need a way in to Betterment Brands can embrace these principles and empower individuals to make planet-positive choices
The growth of Betterment Brands conversations: July 2021-June 2023
Conversations
Growth rate
Ways in
Brands that need a way in to Betterment Brands can embrace these 'microtrends' and drive positive change for the environment, society, and communities
Net Zero & Sustainability
Consumers are looking beyond products to consider the entire value and supply chain when making purchases. In response, innovative brands are rethinking how their products and packs are sourced, made, delivered and re-inserted into a circular economy.
Conversations
July '21 - June '23
Growth Rate YOY
July '21–June '22 vs. July '22–June '23
Most Discussed:
(Highest volume, with steady growth)
Growing:
(High volume, with high growth rate)
Emerging
(Growing volume, with high growth rate)
What are the regional conversation growth rates?
What are the regional conversation growth rates?
What are the regional conversation growth rates?
What are the regional conversation growth rates?
What are the regional conversation growth rates?
-
-
Asia Pacific
+64%
-
-
-
Africa
+63%
-
-
-
North America
+30%
-
-
-
Latin America & Carribean
+27%
-
-
-
Europe
+18%
-
Local Wealth
People are more aware than ever of social disparities globally and are looking for brands that demonstrate a genuine commitment to tackling key social inequality.
Conversations
July '21 - June '23
Growth Rate YOY
July '21–June '22 vs. July '22–June '23
Most Discussed:
(Highest volume, with steady growth)
Growing:
Emerging
(Growing volume, with high growth rate)
What are the regional conversation growth rates?
What are the regional conversation growth rates?
What are the regional conversation growth rates?
What are the regional conversation growth rates?
What are the regional conversation growth rates?
-
-
Asia Pacific
+18%
-
-
-
Africa
+40%
-
-
-
North America
+14%
-
-
-
Latin America & Carribean
+36%
-
-
-
Europe
-3%
-
Social Change & Ethics
Increasingly consumers are looking to support local businesses and economies; brands that prioritise community impact and contribute to the wellbeing of their local areas through creating jobs, sourcing from local suppliers and community or charity partnerships.
Conversations
July '21 - June '23
Growth Rate YOY
July '21–June '22 vs. July '22–June '23
Most Discussed:
(Highest volume, with steady growth)
Growing:
Emerging
(Growing volume, with high growth rate)
What are the regional conversation growth rates?
What are the regional conversation growth rates?
What are the regional conversation growth rates?
What are the regional conversation growth rates?
What are the regional conversation growth rates?
-
-
Asia Pacific
+41%
-
-
-
Africa
+16%
-
-
-
North America
+76%
-
-
-
Latin America & Carribean
+98%
-
-
-
Europe
+34%
-
Regional Conver Stations
Explore below how Betterment Brands conversations differ around the world
North America
- North America
- Europe
- Africa
- Asia Pacific
- Latin America & Carribbean
YOY Regional Conversation
Growth Rate
Europe
Trending Topics
- +82% Recycling
- +67% Carbon Footprint
- +49% Affirmative Action
- Organisations suggested innovative ways to achieve circular economy, such as refills, industrial waste mapping and digital passport products
- The large carbon footprints of household products and businesses, particularly in the UK, and initiatives to reduce waste were discussed
- Renewable energy is seen as an obvious answer to reducing carbon emissions
- North America
- Europe
- Africa
- Asia Pacific
- Latin America & Carribbean
YOY Regional Conversation
Growth Rate
Africa
Trending Topics
- +65% Waste Management
- +57% Local businesses
- +34% Recycling
- Waste management is seen as a major issue, with private waste collectors asked for their support and fashion brands using tech to cut down on fabric waste
- Initiatives and grants by organisations and governments were highlighted, including Kwara State governor’s grant to at least 4000 artisans to support their businesses
- Recycle and reuse was discussed heavily, including business initiatives around recycling bottles and cans
- North America
- Europe
- Africa
- Asia Pacific
- Latin America & Carribbean
YOY Regional Conversation
Growth Rate
Asia Pacific
Trending Topics
- +83% Gender Equality
- +81% Disposal of Waste
- +73% Local Businesses
- The inclusion of women and upholding their rights in Pakistan and India was widely discussed, with brand-led initiatives highlighted
- Single-use plastic became a key talking point in India after Prime Minister Narendra Modi wore a jacket made from single-use plastic
- Government schemes in India were set up to aid and boost local economies and communities
- North America
- Europe
- Africa
- Asia Pacific
- Latin America & Carribbean
YOY Regional Conversation
Growth Rate
Latin America & Carribbean
Trending Topics
- +92% Affirmative Action
- +89% Recycling
- +82% Gender Equality
- There are growing calls to adopt company recycling initiatives, from increasing recyclability of packaging to programmes around recycling glass bottles
- Consumers are increasingly switching out plastic bottles, single use plastics, and plastic waste.
- Company initiatives for gender equality across the region, including increasing representation of women in the workforce, were welcomed
- North America
- Europe
- Africa
- Asia Pacific
- Latin America & Carribbean
YOY Regional Conversation
Growth Rate
- North America
- Europe
- Africa
- Asia Pacific
- Latin America & Carribbean
Case Study
The Tequila Don Julio Fund
Tequila Don Julio was founded nearly 80 years ago by Don Julio González, an entrepreneur devoted to taking care of his own within his hometown of Atotonilco El Alto, which is where the brand still farms its tequila today. It is deeply rooted in the brand that continues to celebrate Don Julio González's legacy, and the local communities that brought it to life. The Tequila Don Julio Fund was established in 2021 with the ambition of taking care of the brand’s ‘own’ and investing in the communities that have built the spirit brand to what it is today.
In 2022 its ‘Hispanic Heritage Month’ programme extended this commitment to Hispanic entrepreneurs across the world that are following their heart like Don Julio González did, or as the brand calls it: ‘por amor’. The programme awarded five business owners with a $20,000 grant and business support, including Vamigas, a beauty company that uses ancestral secrets and local, natural ingredients to counter the disproportionate exposure that Latinas face to harmful chemicals in beauty products.
Don Julio is dedicated to empowering the next generation of ‘Dons’ and ‘Doñas’, ensuring that it gives back to the thriving Hispanic community that has given the brand so much.
As well as its commitment to championing local communities, Don Julio is working hard to making a positive water impact across Mexico, and received an ARA certification in 2021 for its work in making its tequila production free from deforestation.
You can read more about Don Julio and its commitment to Diageo’s ESG agenda here:
Trending Topics