The twenty-third edition of the Findomestic Observatory, presented today in Milan, focuses on the concept of sustainability, examined both from the point of view of consumers and from that of companies. This is a topic on which Findomestic has invested for some time in terms of governance, transparency, product flexibility and closeness to its customers who are going through difficult times and which it therefore wanted to investigate with particular attention.
Consumers today have a very selective and demanding attitude: seven out of ten are willing to reward companies that invest in sustainability, paying more for their products. On the other hand, if a company proves to be evidently unsustainable, they are willing to boycott it by refraining from purchasing (in 64% of cases), or advising against it to relatives and friends (in 45%).
In fact, quality understood in a broad sense (61%) is today the guiding value of Italians when they make purchases in front of the price (58%) and promotions (40%), reversing a paradigm that often saw the economic factor as a discriminating element; the survey then reveals that as many as 87% of those interviewed choose trusted brands, possibly Italian, preferably with a good reputation.
For 53% of those interviewed, the concept of sustainability is intrinsically connected to the environmental variable: attention to limited resources is considerable, while sustainability is no longer a declaration, but an increasingly widespread lifestyle (87%). The factors that can guide citizens' behavior towards sustainability are: the need to protect future generations (33%), awareness of protecting the environment (28%) and economic savings (25%). It should be noted that the Observatory's survey identifies 31% of the sample as "opportunists", ie those who behave in a sustainable manner primarily to save money.
In terms of sustainability, the opinion of the sample tends to be critical of companies, believing that the latter declare that they are sustainable mainly on the back of customers, but not as a result of a profound choice of governance. 48% of Italians think that it is a facade commitment to adapt to a world of consumers today who are increasingly attentive to certain issues, 46% think that companies invest in sustainability only to improve their reputation. A belief that pushes them to adopt non-trustworthy attitudes regarding sources of information on these issues, but to go and verify their veracity on various channels, even alternatives to corporate ones: 45% of the sample inquires to verify the authenticity of the statements business and 36% believe it only if they know the company and know how it operates.
Production and distribution processes with low environmental impact, the promotion of conscious lifestyles, workers' rights and well-being, production in Italy without relocation, clear and transparent communication on products, combined with a good after-sales relationship, are the criteria adopted by consumers to evaluate whether a company is sustainable.
The sectors considered most virtuous are the food, energy and automotive sectors, also thanks to the massive product communication that has been carried out, focusing on sustainability issues. As far as the tertiary sector is concerned, and more specifically banks and insurance companies, sustainability is measured by proximity to customers going through difficult times (40%), by clear and transparent communication (35%), by the offer of products and services adequate and not oversized (33%).
On the corporate side, 97% of the companies interviewed make sustainability a reference value, which involves them more and more: in the last 5 years, in fact, 76% of companies have increased their commitment in this matter, while 24% have kept it constant .
30% of the sample examined said they invest in sustainability to improve their image, 21% to attract new customers. There is, however, 34% who do it out of a sense of responsibility towards future generations, to encourage product and service innovation (23%) or to contribute to sustainable development (25%).
Corporate initiatives mainly focus on governance, social and environmental sustainability. 80% of the companies interviewed state that the commitment to sustainability translates into better economic and financial performance in the medium/long term. However, the lack of immediate return combined with that of market incentives are elements that slow down the development of sustainability within companies, according to about one in four of those interviewed.
Communication itself is perceived as a dual weapon as it is capable of activating the attention of consumers who have by now acquired the habit of acting as severe censors of vaunted or unclear initiatives.
THE MARKETS
Total consumption is expected to grow by 2016% in value for 1,5, while those of durable goods continue to contribute significantly to growth (+5%). In 2015, the increase was 7%.
vehicles
The growth in overall household spending on vehicles remained good (over 9,3% in value). In 2015 it was +13%. The most dynamic sector is still that of the new car, even if motorcycles and campers follow closely.
New cars – In 2016 there was another double-digit increase in registrations (+16,1%) supported, in addition to the recovery in incomes, by incisive promotional policies implemented by car manufacturers in the first part of the year. Unlike 2015, it was the companies that achieved the highest increase (+23%), thanks to the excellent dynamism of both direct and rental purchases, both supported by the presence of super-depreciation. Sales to private individuals also remained dynamic (+12%). Thanks to the good recovery of the last two years, the market has returned above 1.800.000 new pieces, still remaining well below the record level of 2007.
Used cars – this market, although with a positive connotation, is slowing down compared to 2015, as the improved economic situation and the greater availability of consumer spending have favored the new sector. The data indicate a +2.8% in volumes and a +4,4% in value, lower than in previous years.
Motorcycles – In 2016 the overall demand for motorcycles by volume saw a strengthening of its growth. The recovery is still being led by the sector of registered motorcycles (+12,1% in volumes), but finally the 1,4cc market has also shown a settlement on minimum volumes (-XNUMX%), interrupting its long phase of decline
Camper – the positive trend of 2015 is confirmed also thanks to the presence of incentives for the scrapping of "euro 2" and earlier vehicles. The data indicate a +12% in value and a +9,6% in volume.
Home
The spending on durable goods for the home confirms the recovery in turnover experienced last year (+3,1% in value). The leading sector is confirmed by telephony, with a good performance by large and small household appliances. The consumer electronics sector is growing, albeit slightly, while home comfort is experiencing a contraction after last year's brilliant performance.
Furnishings – In 2016, the recovery (+1,1% in volumes and +2% in value) of the furniture market continues to accentuate, thanks to the strengthening of income growth, the extension of the tax bonus and the recovery of the real estate market.
Major appliances – 2016 confirms its growth (+3,2% in volumes and +3% in value). Demand can benefit from the continuation of low inflation, tax incentives, the improvement of the real estate market, commercial supply policies aimed at encouraging the "combined" purchase of household appliances, leveraging overall savings. The best performance in terms of macro-aggregates is recorded in the washing sector, followed by the cooking sector.
The small appliances – The brilliant dynamics of the small household appliances market shows a slowdown (+1,7% and +3,6% in value). The good results of the "home care" and "personal care" sectors are accompanied by disappointing results for the "food preparation" sector, which marks a setback both in terms of value and volumes.
Consumer electronics – After the losses recorded in the last few years, the market is experiencing a growth in turnover, benefiting from the presence of important international sporting events and the pressing legislation on digital which requires from next year the sale only of devices equipped with second generation digital decoders (-0,1 .1,4% by volume and +XNUMX by value).
Photography – This year the sector is reinforcing the negative trend, but without experiencing the losses in value of the recent past, benefiting from the good performance of interchangeable lenses and cameras equipped with such lenses. ( -21,4% in volumes and -4,5% in value)
Telephony – The telephony market confirms the growth in turnover (+10,8%) while losing relative to volumes (-5,4%), thanks to the contraction in smartphone sales, which have probably reached good market saturation. The "wearable" devices contribute positively to the growth of the sector in terms of turnover and sales, becoming the protagonists of the market. The growth drivers of the sector continue to be technological innovation and design innovation, which are accompanied by product innovation.
IT – this sector experienced a slowdown in the decline in turnover in 2016, thanks to the increase in average prices, against a wider decline in volumes last year (-8,3% in volumes and +0,7% in value) Very positive the contribution to the sector of the multimedia sector, supported mainly by gateways, evidence of the preference accorded to products that allow multimedia access.
Home comfort – After the good performances, this sector records a setback in the middle of the year, which places the closing of the 2016 forecast with a negative sign (-8,9% in volumes and -4,3% in value), even if decidedly contained compared to the losses recorded in the two-year period 2013-2014. The adverse climatic conditions in the summer months hindered the growth of the sector which was able to benefit only from the good performance of the "fixed" version air conditioners.
Crafting – 2016 represents a year of recovery in the sector (+0,6% in volumes, +1% in value). Performance that has found support from the expansion of the specialized sales network, which is renewed in terms of format and services to intercept the growing "do-it-yourself" culture and its diffusion to various customer segments.
Attachments: The durable goods markets and new consumption trends - Findomestic Observatory
