Although official surveys, such as those conducted by Nielsen, have indicated that consumers will make sacrifices for the sake of the environment, Kasper Rorsted (pictured right), newly appointed Henkel CEO, says the reality is otherwise.

At ECR Europe’s opening session, Rorsted explained that customers want to be “green” but don’t necessarily want to give up quality or certain luxuries. He cited examples of US Governor Arnold Schwarzenegger driving a hybrid Hummer and another consumer using a solar-panelled jacket to power his iPod.

One division of Henkel includes cleaning products such as Persil laundry detergent. What Henkel found is that consumers want to use a detergent that works at 20°C, in order to save energy, but the product should deliver the same level of clean as one that works at 40°C.

Henkel went on to explain that manufacturers need to look at all modules of the supply chain: raw materials and ingredients, transportation, packaging, distribution, use and disposal. A product that saves energy during consumer use, but uses more in production, is not really saving anything at all. Consumers also need to be aware of this “big picture” as well.

He went on to cite headlines regarding China's ban on plastic bags which will save an estimated 37 million barrels of oil. Henkel commented: “This is only a good thing if the bags are not replaced by something even less sustainable than oil. Suppliers need to look at all aspects of the supply chain.”