Skip to content

Driving the Sustainability Message Home

Coates’ presentation at TMRE, “Recycling Revolution: Leveraging the VoC to Shape the Public Debate on Molecular Recycling,” examines the industry and consumer demand for molecular recycling solutions. Eastman must also work with governments and NGOs globally to ensure that molecular recycling is an accepted form of recycling. To do this, Eastman has been leveraging the voices of consumers around the world to showcase acceptance and enthusiasm for what molecular recycling can enable.

“I think my session is really about how do you leverage insights to enable sales collateral, engaging with customers, making them believe in a solution and helping them position it in the market,” says Coates. “But it’s also about using insights to really change the world and make it a better place—to help brands bring sustainable solutions to the market and translate their goals to real things that real consumers can touch, can buy, and ultimately feel good about consuming.”

The session also touched on the governmental and legislative side. Just how do you enact change that will allow different technologies to come to pass, and to drive sustainability across many different fronts including plastic circularity?

“Some of the audience might be familiar with the FTC Green Guides, which are currently in review,” Coates points out. “Eastman and many other companies are intimately involved in advocating for certain topics such as molecular recycling. We’re using consumer research to show that consumers see this new type of recycling as a form of recycling. They appreciate and understand the benefits. That’s very powerful information when the FTC is considering what do they include in the Green Guide because their job is to make sure consumers aren’t green washed or tricked. Coming up with robust consumer research that explains the issue and how people feel about it is the strongest proof to get them to make a change.”

Recently, All Things Insights partnered with Coates to roll out a monthly sustainability column on the website, which focuses on exploring some of the top myths of sustainability, and how insights leaders can leverage the subject for their enterprise’s efforts in the category (see “Exploring 10 Myths About Global Consumers & Sustainability”).

“I appreciate the opportunity to create this column. I’ve had about 15 years of experience in consumer research, sustainability, working with brands all over the world,” says Coates. “I commonly hear a lot of misconceptions about what consumers think about sustainability, what they believe is true or not. And I wanted to write this blog series to kind of debunk those myths, just kind of going one by one, explaining what we see in our own research at Eastman, sharing real data with our audience, but also a few stories from my experience working with some of the world’s largest brands. But ultimately the column is tailored to the insights professional. How can you as an insights professional get a seat at the table and drive sustainable change for your own company?”

See the full video for Seth Adler’s conversation with Justin Coates at TMRE, as they chat about the outlook for 2024, the sustainability commitment, bringing insights to the table, stakeholder engagement and more.

Contributors

  • Seth Adler

    Seth Adler heads up All Things Insights & All Things Innovation. He has spent his career bringing people together around content. He has a dynamic background producing events, podcasts, video, and the written word.

  • Matt Kramer

    Matthew Kramer is the Digital Editor for All Things Insights & All Things Innovation. He has over 20 years of experience working in publishing and media companies, on a variety of business-to-business publications, websites and trade shows.

Related Content

 
 

More Related Content

consumer mindset

Thinking Through the Perception Perspective

All Things Insights’ Seth Adler discussed a variety of subjects with author and journalist David McRaney at this year’s TMRE. McRaney gave a keynote p…

consumer behavior

Infusing the Behavioral Insights Mindset

During the “Behavioral Insights” session of the Road to TMRE Gathering, Seth Adler explored “Activating Behavioral Insights: Team & Consumer Themes” w…

actionable insights

Reaching the Consumer

Insights are being generated but in some cases are not being used. The first assumption is that these insights aren’t actionable. Which of course migh…

ethics

Charting A Sustainable Way Forward

Call it an eco-awakening, as more global consumers gravitate to sustainable products or at least indicate their growing awareness and even desire for…

consumer trends

Harnessing the Pulse of Trends

These consistently disruptive times have ensured us that it’s never been more important to stay on top of the pulse of the market. That’s true for pat…

changing consumer

A Changing Consumer Shapes Media Evolution

All Things Insights’ Seth Adler caught up with Edwin Wong, SVP Insights & Innovation, Vox Media, at the Media Insights & Engagement Conference earlier…

consumer focus
consumer focus

Driving Consumer Focus

Putting the customer first is a time-honored tradition that remains current and relevant to this day. Consumer focus is a strategy that focuses on und…

consumer insights

Collaboration Around The Consumer

The consumer is now in the driver’s seat, and James Petretti is no stranger to that fact. Success is not possible if the consumer is not buying into w…

consumer insights

Fan Insights

Thanks to the advent of social media and streaming services, the world of television today looks nothing like it did a few decades ago. All industries…

media insights

Live Sports Insights

Programming across the board is looking to develop content that appeals to an audience that engages increasingly with user-generated content (UGC) and…

media insights

Content Marketing Insights

In the past decade, SVOD (Subscription Video-On-Demand) companies have revolutionized how we consume our favorite shows and discover new ones. As medi…

media insights

Media Behavioral Insights

Analytical minds will always benefit from more complete data from farther-reaching sources. Even more fundamentally, Pepe says the questions everyone…

consumer insights

Path To Purchase Insights

Insights leaders are responsible for connecting all of the information gleaned from a multitude of different sources, and creating usable data that wi…

digital twins

Digital Twin Insights

If there’s one thing we know for certain, it’s that there is a major shift happening in tech, specifically in the ways we quantify the human self, and…

media insights

Media Insights Report

The All Things Insights Media Insights community completed an extensive survey covering what folks are thinking, how they’re spending and the issues t…

consumer insights

Ripple Effects on Insights

For many of us the pandemic brought along with it a series of impactful changes that honestly, none of us could have predicted. Everything regarding w…

media insights

Media Past Is Media Prologue

“Whatever the modern technology of the day, it was a force for disruption, it was a force for change, and it was a force for enchantment, joy, and lea…

media insights

Representative Insights

A great story starts with a single word. From there, the story is subject to its characters, plots, and the conflict presented by the content, all of…

media insights

Super Insights

Talking with Peter Leimbach, Senior Vice President, Ad Sales Research at FOX Sports, it’s clear that pro football teams aren’t the only ones competing…

consumer trends

Gen Z Insights

“Ultimately Gen Z demands a new media plan. The previous ways of thinking in terms of length being a precursor of the efficacy of advertising content…

consumer

LGBTQ+ Insights

Reports indicate that only about 7% of the population is categorized as LGBTQ+, but reports aren’t always accurate. As Angel Bellon Senior Director of…

foresights culture

UX Insights

Shilpi Sinha is not only speaking at TMRE but joining the pre-event Innovating Insights Workshop as a table co-host. Both the session on the agenda an…

consumer

DEI Insights

What if a key set of insights could drive revenue, help the business run more effectively, make the business seem to be leading edge and make current…

business resilience

Behavioral Insights

We continue to spin forward into a next paradigm for global corporate enterprise and society in general. Within a rapidly paced evolution, certainties…

consumer

A Better, More Difficult Experience

Through a traditional lens- ease of use, automation, amazonification- are the ends, not the means. But what if making something more difficult was act…

insights

The State of the Consumer (2022)

eBook by Remesh | 21 Apr 2022 About This Report 2021 has been a transformative year for every industry and organization in the world; from more perman…