Case Study: a global consumer products company uncovers shifting sustainability attitudes during COVID-19 with C5i social listening

Impact of the COVID-19 Pandemic and Lockdown on the Sustainability Market (CPG) in the UK

A global consumer products company and leading oral care brand sought to understand how the COVID-19 pandemic and UK lockdown were shifting consumer behaviors and attitudes toward sustainability. They engaged C5i to leverage its social listening services, aiming to identify new consumer expectations from brands during this period and gauge the pandemic's impact on the sustainability market.

C5i implemented a comprehensive social listening analysis, aggregating and processing nearly 900,000 online conversations from before and during the pandemic. The study revealed that while overall sustainability conversations temporarily declined, consumer concern remained high, with specific insights into the increased acceptance of necessary plastic and a growing interest in at-home, natural treatments. The findings provided the client with valuable insights to shape its communications and marketing strategies around sustainability. C5i delivered such relevant intelligence that the client extended the study to other European countries.