This April 22nd marks International Earth Day. Many debates focus on the impact of consumption on the worsening environmental and social problems that have intensified in recent years. Therefore, it might seem pointless to consider the idea that market research could make positive contributions. However, we believe it’s possible to find such contributions without much difficulty.
Although complex, the mission of finding applications that solve problems is not without success stories. The market is made up of multiple sectors and types of consumers who have paid attention to legitimate concerns about the fate of our planet. While some efforts may be criticized, many others demonstrate a genuine commitment to making the future a viable one. That’s why today we’re listing four contributions from our industry to addressing pressing and delicate issues.
Streamlining processes. Innovation is a journey, not a destination. Every day, individuals and brands strive to be more competitive. Part of the motivation behind this mission is to highlight those processes and tasks that, while successful in the past, are now more of a burden for all stakeholders. With the world evolving, we must choose between maintaining activities that pose risks in many areas or embracing changes that may be uncomfortable to adopt at the moment. These transformations may be remembered tomorrow as the beginning of responsible habits.
Highlighting concerns. Today, consumers have made their purchasing decisions more complex. In the past, we could assert, across various regions and segments, that rationality was the primary motivator for choosing between one option or another. This tendency can be reinforced during times of crisis, especially in recent times when uncertainty assails our minds almost daily. Various studies show that people demand and demonstrate their determination to consume only those brands genuinely committed to ensuring a sustainable Earth.
Supporting NGOs. Those observing Market Research from the outside might be surprised to discover that there are organizations and companies dedicated to social impact. These companies rely on regular or occasional suppliers to achieve their goals of understanding environmental and social issues. In this way, market analysts can lend their skills and abilities to larger causes, aiming to make this planet a slightly better place.
Direct Impact. Agencies in our sector also actively seek to contribute to improving our place in the world. Whether through collective organizations or individual efforts, Market Research brands undertake proactive actions that have an impact in the places where they operate. Perhaps more can be done, but over the years, more voices are inspiring others to rethink the sector’s responsibility and role in the world around us.
The future looks increasingly uncertain. Perhaps that’s why more people are vigilant in preventing situations that, if allowed to continue, will only exacerbate the prevailing unease. In the absence of certainty, there remains a need, almost an instinct, to secure certainty through efficient, community-based, and sustainable actions. It is thanks to events like today’s that we are compelled to define our position on this matter and act accordingly. For this reason, it can be said that Market Research can and has contributed to solving various problems.
At Acertiva, we have over two decades of experience helping to meet requirements like those described in this blog post. If you are in the social impact sector, you can consider our team of analysts and strategic partners to address your concerns. We have a presence in Latin America through offices in Brazil and Mexico. We offer a free fifteen-minute consultation. Contact us right now and let’s make your next success story a reality.
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