Catalyst

The science behind the demand signal. Research, benchmarks, and case studies from Global Market Signals.

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Research / 7 MAY 2024

Program Awareness: The Multiplier Most Brands Are Missing

The single most consistent finding across three markets and four years of SRS data is this. Consumer awareness of a brand's specific ESG programs dramatically amplifies the SRS score. The Cadbury data shows a 94% differential. The implication applies to almost every brand with an active sustainability program.
Case Study / 9 APR 2024

The Cadbury Equation: $500k/Month from a 5-Point SRS Lead

Since beginning its SRS tracking program in 2022, Cadbury has built and maintained a 5-point SRS leadership position in its Australian snacking category. At category scale, that position equates to approximately $500,000 per month in sales advantage, and a structural benefit to unit economics through reduced promotional depth.
Research / 19 MAR 2024

Anti-ESG Backlash: What the Consumer Data Actually Shows

Prominent anti-ESG voices have argued that sustainability considerations are losing consumer relevance. The November 2023 survey data across 3,000 US adults tells a different story. 58% say sustainability is more influential on their purchases than a year ago. 12% say it is less.
Signal Watch / 5 MAR 2024

Pension Funds and the Demand Signal Most Brands Ignore

Pension funds rank second only to food and grocery in total sustainability-driven switching value, $6.17 billion annually. 22% of pension fund holders say sustainability is the single most important factor in choosing a provider. The implications extend beyond financial services.
Signal Watch / 20 FEB 2024

$44 Billion Is Switching Hands Annually. Here Is the Industry Breakdown.

In November 2023, Glow, 3BL, TriplePundit, and Cint surveyed 3,000 US adults across 12 industries to calculate the dollar value of sustainability-driven brand switching. The total is $44 billion. Food and grocery alone accounts for $9.38 billion.
Case Study / 21 NOV 2023

Brita's Baseline: What a 3-Month Sustainability Diagnostic Revealed

Brita engaged Glow to establish a baseline sustainability diagnostic in the UK market, comparing perception against bottled water alternatives. The engagement combined a tracking foundation with two fast-turn custom studies, both fielded within a week of briefing.
Case Study / 30 OCT 2023

Earth Animal: What a 65%-Above-Benchmark SRS Score Looks Like Commercially

Earth Animal holds the strongest sustainability credentials in the US pet care industry, with an SRS 65% above the industry benchmark. The engagement with Glow was designed to answer six specific questions about where that advantage sits, who it resonates with, and where it is most at risk.
Research / 12 APR 2023

Claim Stacking: Why Top SRS Brands Carry 50% More On-Pack Claims

NielsenIQ analysis shows that the top 10 SRS brands carry 50% more on-pack sustainability claims than brands ranked 11 to 30. 40% of top 10 brands have claims across all four major claim types. The pattern suggests claim breadth and depth are structural features of ESG leader positioning.
Research / 29 MAR 2023

On-Pack Claims That Actually Move Revenue: The NielsenIQ Breakdown

NielsenIQ analysis of over 30 product categories shows that products with ESG-related on-pack claims grow revenue at 6.4% CAGR versus 4.7% for those without, a 1.7 percentage point annual difference. But not all claims are equal.
Research / 15 MAR 2023

The Cost-of-Living Paradox: Why Sustainability Stops Consumers Trading Down

Almost 7 in 10 US consumers are actively switching F&G brands to save money. But sustainability is functioning as a countervailing signal, stopping a meaningful segment from trading down, particularly in Baby Care and among Millennials.
Signal Watch / 28 FEB 2023

1 in 2 US Consumers Have Switched F&G Brands for Sustainability Reasons

In the 2023 US F&G benchmark, 1 in 2 consumers report having started or stopped using a food and grocery brand based on the brand's social and environmental behaviour. For Millennials and consumers with children, the rate runs to 7 in 10.
Industry / 14 FEB 2023

US Food and Grocery Sustainability Benchmark 2023: Dawn Leads, Dove Proves Social Works

The 2023 US Food and Grocery sustainability benchmark covers 165 brands and over 33,000 consumer opinions. The average SRS is 45. Dawn holds the
Research / 10 JAN 2023

Packaging Beats Social: Where UK Consumers Actually Want to Hear Your Sustainability Story

UK consumers currently learn about brand sustainability through news and media. When asked where they would prefer to learn, product packaging moves from second to first. The gap between current and preferred channels is larger in the UK than in Australia, and the packaging opportunity is clearer.
Research / 13 DEC 2022

When Sustainability Perception Becomes a Barrier to Purchase

The leading UK F&G brands show very small SRS differentials between buyers and non-buyers. Newer brands with strong programs but lower market penetration show much larger differentials. The gap identifies whether ESG perception is driving acquisition or only reinforcing retention.
Signal Watch / 29 NOV 2022

The 16% Penalty: Why Gen Z and Boomers Rate Even Leading Brands Lower

Across both the UK and Australian F&G markets, Gen Z and Boomers rate brand sustainability credentials 14-16% lower than other generations. The causes differ. The implication for brand strategy is the same.
Industry / 15 NOV 2022

UK Food and Grocery Sustainability Benchmark 2022: Ecover Leads, Gen Z Still Sceptical

The 2022 UK Food and Grocery sustainability benchmark measures consumer perception across 102 brands and 16,000 respondents. The average brand SRS is 38. Ecover sits 57% above that. Gen Z and Boomers apply a consistent 16% discount even to leading brands.
Research / 27 OCT 2022

Where Consumers Learn About Brand Sustainability (And Where They'd Rather)

Australian consumers currently learn about brand sustainability primarily through news and media. They would prefer to learn through product packaging and company-owned channels. The gap is the communications opportunity.
Case Study / 12 OCT 2022

The 94% Effect: What Cadbury's ESG Awareness Data Reveals

In an SRS driver analysis conducted with Mondelez, awareness of six key Cadbury ESG programs was assessed alongside SRS scores. Consumers aware of at least one program rated Cadbury's SRS 94% higher than those aware of none. The implication for sustainability communications is direct.
Methodology / 22 SEPT 2022

The Confirmation Bias Effect in Sustainability Perception

Consumers who have recently purchased a brand rate its ESG credentials significantly higher than those who have not. This confirmation bias effect is measurable, consistent, and must be accounted for in any credible sustainability benchmark.
Signal Watch / 8 SEPT 2022

Who Gives A Crap Is

Who Gives A Crap holds the
Industry / 25 AUG 2022

Australia's Food and Grocery Sustainability Benchmark 2022

The first Australian Food and Grocery sustainability benchmark covers 118 brands and 120,000+ consumer opinions collected between March and July 2022. F&G ranks second of 21 industries, but the top brands are pulling away fast.
Research / 18 AUG 2022

2 SRS Points = 1% Revenue Growth: The NielsenIQ Study

A Glow analysis of over $1 trillion in US food and grocery sales data identified a statistically significant relationship between the Social Responsibility Score and annual revenue growth. The finding: every 2-point improvement in SRS corresponds to 1 percentage point more in revenue growth per year.
Methodology / 5 JUL 2022

What Is the Social Responsibility Score?

The Social Responsibility Score is a bipolar consumer perception metric that converts sustainability sentiment into a single comparable number. Here is how it works and why the methodology matters.