Editor’s note: This article first appeared in Consumer Goods Technology Magazine

Shifting work habits, more online shopping options, rising inflation, and stretched supply chains are just a few factors making it harder to discern what’s top-of-mind for shoppers today.

But we’re starting to get a clearer picture of what consumers say they value most right now. New Harris Poll research commissioned by Google Cloud reveals how U.S. shoppers are thinking about consumer goods brands in new ways—from apparel, electronics, and beauty products, to food and beverage.

While price unsurprisingly continues to be a major consideration in purchases, the average shopper is increasingly paying close attention to the values of consumer goods brands and how eco-friendly their products and practices are.

Shoppers want to buy from brands aligned with their values

COVID-19 drove people to reflect on their priorities, elevating concepts like community service, equity, and sustainability. A decade ago, most consumer goods companies would not have made these front-and-center, operational priorities. But today’s consumer not only wants savings and convenience, they also want that good feeling that comes from spending their money with a company that aligns with their values.

Our new research reveals that 82% of shoppers prefer a consumer brand’s values to align with their own, and they’ll vote with their wallet if they don’t feel a match. Three-quarters of shoppers reported parting ways with a brand over a conflict in values.

Even with their favorite consumer goods products, a majority of shoppers will not compromise on principles. If there’s a value mismatch, 39% of shoppers said they’d permanently boycott their favorite brand, and 24% would break ties at least temporarily. Most won’t be quiet about their concerns either: 28% of consumers that found their values at odds with a brand said they have shared their concerns with friends and family, and another 15% have shared their qualms on social media.

Consumer goods companies need to prioritize sustainability

A majority of today’s consumers (52%) are especially interested in supporting sustainable brands. They want to know how companies are managing their resources, specifically whether they are sourcing responsibly. These shoppers want to see meaningful, measurable efforts from CPG firms to save energy and reduce waste, like how Nuuly, URBN’s digital rental and resale business, has woven sustainability into its business operations, from its distribution centers to reusable packaging.

In fact, 66% of shoppers are now seeking out eco-friendly brands, with 55% saying they would pay more for more sustainable products. But these same shoppers are skeptical too: 72% think that companies and brands overstate their sustainability efforts. And they’re right to question brands’ practical application of their values. According to another Harris Poll survey recently commissioned by Google Cloud, 58% of executives polled across 16 countries admit that their organization has overstated its sustainability efforts.

Product availability is table stakes

A final point from the research: The global supply chain has stretched past its limits, and 60% of consumers are voicing some level of concern about it. At the end of the day, if a preferred brand isn’t actually on the shelves of a real or digital store, it doesn’t matter what the brand’s values or sustainability efforts are. A staggering 98% said they’d either buy from a different brand or search other stores or websites.

What’s a brand to do?

After more than 25 years working in the consumer goods industry in roles ranging from marketing and product development to business strategy and technology, at companies like Johnson & Johnson, Kimberly Clark, Carter’s, and now Google Cloud, I’ve seen successful brands do four things well when it comes to their values:

1. Don’t be generic.
   Your brand’s values need to be authentic, and they need to have teeth. But being too bold could run the risk of alienating some consumer segments. This is where technology can help. Personalizing your messages and outreach to specific shopper profiles is one way to ensure that your core values reach the right customers at the right time.
2. Make your values clear and consistent.
   When focusing on which values to highlight with your consumers and the world, make sure they make sense for your brand and that you’ll stick to them over time. For example, it’s painfully obvious when a brand is being opportunistic and inserting itself into conversations around values like sustainability or social justice, when it doesn’t have a history of voicing those values. The key to clear and consistent messaging of values is balancing authenticity with relatability and the appropriate amount of promotion.
3. Develop sustainability practices and communicate their impact to everyday people.
   How everyday people perceive a consumer goods brand’s sustainability initiatives is different from how an investor or general business audience does. Shoppers don’t read business sustainability plans or impact reports. To increase awareness of your brand’s sustainability efforts, consumers need to identify and interact with your brand and products directly. Some of my favorite examples are how I love that Google Maps gives me the choice of eco-friendly driving directions, and that I know I can buy low-waste, packaging-free cosmetics from a company like Lush.
4. Reward customer loyalty.
   Shoppers have more choices than ever before, and supply chain woes are testing preferences even further. But when someone chooses a specific brand because they feel aligned with their values or like their eco-friendly products, that shopper doesn’t always get recognized or thanked. Implementing a rewards program or following-up with customers after their purchases is one way you can make loyal shoppers feel appreciated while creating a lasting relationship that extends as long as possible.

In September 2001, the first-ever German Google employee switched on their computer in Hamburg. Since then, we’ve grown to more than 2,500 employees in four offices across Germany. Berlin, Frankfurt, Hamburg and Munich have long been our home, and we continue to invest in the growth of the local economy.

Today, 20 years after the start of “Google Germany”, we are pleased to present one of our most important investment programs to date in this country. With the expansion of our Cloud Region in Frankfurt in a new Google-owned Hanau facility, a new Google Cloud region in Berlin-Brandenburg, and a broad investment plan in renewable energy, our commitment is clear: Google is investing in Germany’s potential and supporting the transition to a digital and sustainable economy. Between now (2021) and 2030, this investment in digital infrastructure and clean energy will total approximately 1 billion euros.

Expanding our Frankfurt cloud region to support growing demand from German businesses and organizations

In Hanau, only 20 kilometers from the DE-CIX Internet hub in Frankfurt, Google is proud to be nearing completion of an additional cloud facility that will be fully operational in 2022. This expansion of our existing Frankfurt Google Cloud region will serve the growing demand for Google Cloud services in Germany.

The 4-story building is ​​10,000 square meters and was sustainably constructed with energy efficient infrastructure and adherence to our circular economy model for waste. The symbolic handover of the keys from developer NDC-Garbe, together with local government officials, took place on site yesterday. 

A new cloud region in Berlin-Brandenburg

In addition to the Hanau expansion of our Google Cloud region in Frankfurt, we are pleased to announce that a new Google Cloud region will be located in Berlin-Brandenburg, further extending our ability to meet growing demand for cloud services in the country. When open, this will be our second Google Cloud region in Germany, providing enterprise customers with faster access to secure infrastructure, smart analytics tools and an open platform. Designed and dedicated to providing enterprise services and products for Google Cloud customers of all sizes and industries in Germany, the Berlin-Brandenburg region will have three zones to protect against service disruptions and join the existing network of 27 Google Cloud regions connected via our high-performance network. 

One of the cleanest clouds in the industry becomes even cleaner

Since 2017, Google has matched 100% of our global, annual electricity use with renewable energy. Last year, we set out to run our business on carbon-free energy everywhere and at all times by 2030, enabling us to offer cloud customers one of the cleanest clouds in the industry, while helping Europe achieve its ambitious climate goals.

Today, we’re excited to announce that ENGIE Deutschland has been selected as Google’s carbon-free energy supplier in Germany. Under the terms of the agreement, ENGIE will assemble and develop, on Google’s behalf, a 140 megawatt (MW) carbon-free energy portfolio in Germany that has the ability to flex and grow with us as our needs change. This includes a new 39MW solar Photovoltaic system, and 22 wind parks in five federal states that will see their lives extended so they continue to produce electricity instead of being dismantled. This portfolio will ensure that the energy delivered to Google’s German facilities will be nearly 80% carbon-free by 2022 when measured on an hourly basis. This is a first but important step on Google’s journey to reach our goal of full electricity decarbonization by 2030. 

This is the first energy supply of its kind in Europe, with a focus on sourcing carbon-free energy for every hour of Google’s operations. Not only will this new agreement draw the roadmap for the industry and more 24/7 carbon-free energy contracts in Europe, but it provides our cloud customers with two more regions where they can lower their carbon footprint. And importantly, by working with our energy suppliers to transform how clean energy is delivered to customers, Google is supporting the broader decarbonization of the German electricity grid.

What customers and partners are saying

As companies continue to grapple with changing customer demands, technology has played a critical role, and we’ve been fortunate to partner with and serve people, companies, and government institutions in Germany and around the world to help them adapt. The Google Cloud region in Berlin-Brandenburg and the expansion of our Google Cloud region in Hanau will help our customers — such as BMG, Delivery Hero, and Deutsche Bank — adapt to new requirements, new opportunities and new ways of working. 

“We are very pleased about the symbolic handover of the keys to the building here in Hanau to Google Cloud,” said Hanau Mayor Claus Kaminsky. “With Google, we have a strong partner at our side who is supporting us in setting up Hanau’s economic future, both digitally and sustainably. The data center facility of Google Cloud embodies this transformation: We bring the cloud to us in Hanau and thus support the digital transformation of companies and public authorities. Not only in our city and Hesse, but throughout Germany and Europe. The new building meets high sustainability standards and the clean energy initiative presented today by Google is in line with our aspirations for sustainable digitalization.”

“Sustainability is a central pillar of Deutsche Bank’s strategy and we have made strong public commitments to be part of the solution,” said Bernd Leukert, Chief Technology, Data and Innovation Officer and Member of the Management Board at Deutsche Bank. “We welcome the new Google Cloud region in Germany, which will enable us to deliver additional resilience and performance for our German client base.”

Ralf Bernhard, Senior Originator Renewables, ENGIE, said: “ENGIE is excited to collaborate with Google based on a first-of-a-kind agreement which will support the company with its sustainability goals and ambitious carbon-free energy target. Thanks to our expertise in energy and risk management, we can seamlessly integrate renewable energy from existing plants and develop new assets to design a tailor made product that meets Google’s needs and plans to go even greener.”

20 years since Google first touched down in Germany, our commitment to helping Germany continue to lead in technical innovation is stronger than ever. We are excited to continue working with our partners in Hesse, Berlin and Brandenburg and across Germany to advance infrastructure and clean energy projects, help accelerate digital transformation, and secure a sustainable future for German and European companies and organizations.

About Tencent Africa

Tencent Africa is dedicated to making every day easier for customers and brands. Opening its doors in 2013 as WeChat Africa, the company is responsible for WeChat operations on the continent.

Industries: Technology

Location: South Africa

About Siatik Systems

Founded in 2008, South Africa-based Siatik Systems is a leading Google Cloud Platform solutions provider with a focus on cloud integration services, information technology consulting services, and bespoke software engineering solutions.

Industries:

Location:

As one of Africa’s leading technology companies, Tencent Africa is responsible for WeChat operations on the continent. WeChat Africa has successfully launched a number of features including the WeChat Wallet, a mobile payment service for smartphones, which enables seamless and secure transactions for friends to send money to one another, cash money out at Standard Bank ATMs, use at accredited retailers, and make purchases from any SnapScan merchant in South Africa. Under the new name, Tencent Africa recently launched two new mobile products, JOOX, a mobile music streaming application, and VOOV, a social live streaming application.

When China’s Tencent brought its hugely popular instant messaging service WeChat to South Africa, it faced a near saturated market. To gain traction, Tencent Africa had to showcase WeChat’s versatility as a platform that goes far beyond just instant messaging. Engaging with local financial partners helped WeChat launch a WeChat Wallet to facilitate electronic payments, while providing exclusive content from South African cultural figures helped bring the platform extra publicity.

As WeChat started to grow its customer base, its on-premises infrastructure was stretched beyond its limits and the company looked for a cloud-based solution. After evaluating all its options, Tencent Africa found Google Cloud Platform best suited its needs.

“We’re a growing business and constantly upgrading our infrastructure. Getting new servers was becoming quite expensive so we wanted a cloud-based solution to reduce costs,” says Christoff Albertyn, Head of Technology at Tencent Africa. “When we did some latency testing, Google came out on top, so it made sense to go with them. Everybody loves Google, it’s a great brand. Just knowing a company like Google is behind it gives you peace of mind.”

Building a platform to scale

Instant messaging services need a stable infrastructure, the ability to scale at speed, and lightning fast performance. When Tencent Africa built an Official Accounts API to run a number of services on WeChat, to help companies engage with users on the platform, latency was its main concern. The Official Accounts services had to deliver replies over WeChat in under five seconds or the connection would drop.

Between the API on-premises servers in South Africa and WeChat’s main servers in China, Tencent Africa’s services regularly hit the limits of the permissible response time. In addition, by 2015, WeChat was starting to garner more customers across South Africa and Tencent Africa had to provision more servers. The on-premises servers were simply being asked to do too much, and expansion was proving expensive, so the company looked for a cloud-based solution.

Before committing to anything, Tencent Services did a thorough latency test of several cloud-based solutions. Google Cloud Platform came top. Tencent also engaged the help of Siatik, a Google Partner, to gauge what solutions best fit the company’s needs and help implement them. Siatik customers span both the public and private sectors and its consultants are regularly engaged in the health care, education, financial and technology industries. In order to provide leading technology solutions, it partners with industry leaders, such as Google, to provide best-of-breed infrastructure and cloud platform solutions to its customers.

“Siatik was a great partner to work with,” says Christoff. “Any questions I had, I could just pick up the phone and whatever it was they’d help me out. They were also able to get some of the team from Google to come to our offices and see how we worked, which was really good.”

With a simple, clean interface in Google Compute Engine, the company was able to spin up virtual instances very quickly and begin migrating its stack to Google. When it became more comfortable with Google Cloud Platform features, Tencent used Google Cloud SQL and Google BigQuery to manage its data streams, and Google Cloud Storage to store them safely.

From day one, it was very smooth. The interface was amazing—Google must have spent a long time perfecting it because it was so easy to use says Christoff. “I set up the first virtual machine in no time without any struggles.”

In addition to powerful hardware from Google Compute Engine, the fast, global network from Google helped to speed up performance. With the infrastructure ported over to Google, Tencent also brought in G Suite as an office productivity solution, which eased the pressure on its servers even more. Throughout the process, Siatik were on hand to advise and provide technical guidance whenever any issues came up.

What I really like is how quickly you can spin servers up. There’s no messing about and the interface is really easy to use, says Christoff. “You can have a virtual machine running in just a few minutes. It’s very impressive.”

Cutting costs, raising expectations

Google Cloud Platform helped Tencent Africa to slash its latency. Before the migration, pings to the Chinese servers and back would regularly take 180 milliseconds. Afterwards, this fell to around 35 milliseconds, helping to ensure smooth service to Tencent’s South African customers. Google offers innovative pricing, such as per-minute billing and sustained use discounts, which helped significantly cut server costs compared to an equivalent on-premises solution.

As its customer base grew, and Tencent Africa began to release new products, the ease of use of Google Compute Engine meant that spinning up new servers took minutes instead of hours and allowed the company to scale up and down at speed. Exploring products such as Kubernetes for rapid deployment or TensorFlow for machine learning, Tencent Africa continues to evolve and experiment with new products to keep WeChat a growing success in South Africa.

“Initially, we just used per-minute billing, but when I saw how much work we were doing with Google BigQuery and Google Cloud SQL, we started to generate sustained-use discounts, which helped save us a lot of money,” says Christoff. “The other great thing is, Google Cloud Platform monitors how you’re using it and tells you what else you can do to reduce costs.”

About DB Corp

DB Corp is India’s largest newspaper publisher delivering 62 editions in four languages and selling about 62 million copies per day. The business also has an extensive online and mobile presence.

Industries: Media & Entertainment

Location: India

Headquartered in Bhopal, India, and listed on the Bombay Stock Exchange, DB Corp is India’s largest newspaper group. DB Corp publishes 62 editions in four languages and sells about 6 million newspaper copies per day. Beyond newspapers, DB Corp operates 29 radio stations, 13 portals and two mobile apps.

Like the media industry in general, DB Corp is having to adapt to readers’ increasing preference for accessing news content online – particularly on mobile devices. However, online advertising is yet to fill the gap left by the leakage of advertising revenues from print. Further disruption occurred when the Indian Government’s implemented a demonetization program in November 2016 that prompted a sharp surge in e-commerce transactions and online banking.

Facing a tsunami of change, DB Corp is developing and executing new strategies to engage consumers and build revenues. These plans include evolving from an IT-supported business to an IT enabled company, and finally to an IT-led business that complements its newspapers with online news and updates throughout the day. DB Corp is building e-commerce properties that leverage its print brands and is moving to increase advertising across its mobile services. Furthermore, the business is looking to capture information about readers and customers to tailor its publications and services more closely to their needs.

Expertise in managing large data volumes behind GCP selection

However, DB Corp’s on-premises infrastructure and traditional applications could not deliver the flexibility and agility needed to support the transition to real-time news delivery. In late 2015, DB Corp started evaluating public and private cloud services, including cloud-based application suites and platform as a service offerings. This process led the business to deploy G-Suite and start working with Google Cloud Platform (GCP). “We selected GCP due to Google’s experience in delivering cloud services, and because nobody else manages data volumes of the magnitude that they do,” says R D Bhatnagar, Chief Technology Officer, DB Corp. “We were also impressed by the fact GCP had a local team with the skills and expertise to educate us about how best to use its products.”

DB Corp is migrating its websites and key applications to GCP. The business is also upgrading its network to remove bandwidth restrictions that could impede the value provided by GCP services. The scale and scope of DB Corp’s G Suite and GCP projects has required the business to engage four partners and access technical expertise and support from Google itself. Technical and business experts from the platform as a service provider are providing monthly updates and training sessions with various groups within the organisation, including user communities and the board of directors.

The Google projects at DB Corp are driving a sharp increase in the speed, agility and performance of the business. “As a senior leader within the organisation, I see the key benefits of GCP and other technologies being lower cost; greater efficiency; and improved business continuity,” says Bhatnagar. “For example, the current data center team can be redeployed to other initiatives as the technical experts at GCP will be undertaking most of the management and maintenance tasks.

DB Corp is already making business and financial performance data available in real time from a single source, enabling business teams to make sound, consistent decisions about digital strategies and other key activities. These teams may also address issues or problems before they compromise the quality of content and services provided to consumers.

Deploying Chrome for Meetings across various offices has enabled teams to communicate and collaborate effectively in real time, breaking down geographic barriers, ensuring each member is on the same page and ensuring the business transformation proceeds smoothly. Sales teams are using Google Forms and Google Sheets to centralize and control tasks such as sales forecasting, reducing the time required to complete reports and updates from up to a week to two hours.

Furthermore, various teams are using calendars to improve organization and productivity. For example, editorial teams are using calendars to track Indian holidays and festivals and deliver relevant content to readers. Reporters are also using Google Cloud Speech API and Google Cloud Translation API services to capture and document interviews and source material for articles at accuracy rates of 95 percent for Hindi alone.