Offering Consumer-Relevant Solutions and

Influencing Consumer ChoicesUwe Bergmann

OECD Corporate Responsibility RoundtableParis, June 15th, 2009

2

Quality with Brands and Technologies

Laundry / Home Care

AdhesivesTechnologies

Cosmetic / Toiletries

Our Business Sectors and Top Brands

3

Corporate Vision Corporate Vision

Corporate Values Corporate Values

Focal Areas Focal Areas

Sustainability − a Focus for the total Company

4

A sustainable Business Model has to focus on the entire Value Chain

DisposalDisposal

DistributionDistribution

Use phaseUse phase

Raw materialsRaw materials

TransportationTransportation

Manufacturingof products and packaging

Manufacturingof products and packaging

Manufacturingof ingredientsManufacturingof ingredients

5

From Pioneering Certificates for Sustainable Palm Kernel Oil

Henkel was the first company buying certificates for

Sustainable Palm Kernel Oil within the RSPO scheme

United Plantations, the Henkel supplier, was the first

plantation getting endorsement from RSPO for

their sustainability audit

6

0

100

200

300

400

500

600

1958 1963 1968 1973 1978 1983 1988 1993 1998 2003 2008

MB

AS

, L

AS

[g

/sec

]

0

20

40

60

80

100

120

140

BiA

S [

g/s

ec]

MBAS

LAS

BiAS

Monitoring Surfactant Loads in Surface Waters (Rhine at Düsseldorf)

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Great Potential to deliver added Value & contribute to Sustainable Development

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Influencing Consumer Choices:Attitudes vs. Behaviour

There is a large gap between consumer attitudes, willingness and actual behavior change

The consumer will not compromise on performance, convenience or price

Global retail consumers segmented by

willingness to pay for products

with environmental & social benefits – Survey of consumers in Brazil,

Canada,China, France,

Germany, India, the UK and the US.

Source: The McKinsey Quarterly, March 2008.

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Identify desirable Improvement Options & suitable Approach(es)

Shower or Bath Installation

EnergySource

ProductDesign

Hot-WaterSystem

Consumer behavior

10

Identify desirable Improvement Options & suitable Approach(es)

EnergySource

ProductDesign

WashingMachine

Consumer behavior

Progress requires Time & Continuity: Persil Advert 1982

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Cooperation to create a consistent Message: A.I.S.E. WashRight Campaign

Utilizing the Communication Portfolio to provide relevant Guidance

Sustainability in Laundry Washing: Progress from 1979 to 2008

Dosage (Grams per Wash Cycle)Water (Liters per Wash Cycle)

Energy per Wash Cycle (1978=100)

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Conclusions & Learnings

The roles of both business and consumers are intrinsically linked in terms of the sustainable use of products.

In the future, delivering performance based on both quality and responsibility will become increasingly important for consumer choices.

We need to influence consumers’ choices by communicating the top performance of our products, the added value of more sustainable choices and thus enabling behavioral changes.

This development offers great potential as a driver for innovative products - smarter consumer relevant solutions that link product quality to the shared responsibility of producers and consumers.