Sources of growth for businesses in 2022 and beyond
Futureful is a brand consultancy: helping brands to stay relevant in a changing world
Our analysis of corporate reports from over 20 big global businesses in 2022 points to one common ambition across most businesses… a conscious shift towards doing business more responsibly.
However, this in the backdrop of a number of business risks:
The impact of a macro-economic downturn on consumer spend and business margins: caused by the cost-of-living crisis; COVID; energy and food prices; inflation; unemployment; and war
How businesses navigate climate change responsibly and profitably: a key priority of governments, financial markets, businesses and citizens around the world. Identifying the need to remedy current business models and shape climate-friendly future business models to reduce further temperature increases, biodiversity loss, pollution and adverse weather events
The on-going impact of the Covid Pandemic: the disruption to shopper behaviours and business models. The need for businesses to rethink distribution, propositions and how they do business to stay relevant to consumers
The rise in protectionism: global brands recognising rising consumer desire for a more local or regional approach, and the erosion of market share by both local and other multi-national players
Businesses need to adapt to these risks and continue to drive profits. Our business growth audit of 20+ major FMCG, retail and services businesses has identified 5 common strategies for growth:
Growth through new business models
Growth through increasing penetration and frequency of consumption
Growth through introducing new benefits (often premiumising at the same time)
Growth through market entry or further market expansion
Growth through positive impact
We have identified numerous micro-strategies underneath these, with supporting case studies that can be used as inspiration for how to overcome the business risks and fuel positive growth.
For example:
Focusing on impact: investing in communities as Danone has done with their Margarita Project in Mexico to create a sustainable dairy farming model; or new ownership models such as Circos which rents clothes for kids and expecting mothers …
Focusing on high growth markets: Coca Cola’s launch of AHA in the USA to capitalise on a new wave of healthier sodas, taking 8% market share in its launch year; Reckitt’s increased market share of Harpic in India, increasing penetration by 30m homes since 2019 through a purpose-led behaviour change campaign.
Do you want to find out more?
Futureful runs 2-hour workshops to share the business strategies for growth that we have identified in our audit, with case studies and an opportunity to capture implications for your brand.
To book a free discovery call click here