考研英语水平的进步，不仅要记单词，还需要阅读外语文献等资料。接下来，小编为2024考研者们，整理出——2024考研英语同源外刊:品牌如何做好环保营销大战，供考生参考。
2024考研英语同源外刊:品牌如何做好环保营销大战
In a world where climate change is increasingly apparent, we all encounter people who are changing their behavior to help protect the environment: People who cycle to work to avoid consuming fuel, carry their own cutlery to avoid using disposable plastic forks, or hang onto their recyclable waste, bypassing trash cans until they can find a proper place to recycle it. We call this group “Conscious Nonconsumers,” and they now represent about 32% of all U.S. consumers, according to recent Bain research. They have become something of a holy grail for large brands searching for new sources of growth.
在气候变化越来越明显的世界里，我们都遇到过那些用自己的实际行动保护环境的人：他们为避免使用化石燃料选择骑车去工作，为避免使用一次性塑料叉子选择自己携带餐具，或者一直带着他们的可回收垃圾，绕过普通垃圾桶，直到找到一个合适的回收它们的地方。我们称这一群体为“有意识的非消费者”，根据贝恩公司近期的研究，他们现在占到了美国消费者总数的32%左右。对于寻找新增长源的大品牌来说，这些人已成为某种“圣杯”。
Fully capturing this opportunity, however, will be a challenge for consumer goods companies because consumers’ growing concerns are not uniformly reflected in their purchasing behavior. There is an undeniable “say-do” gap between what consumers say they want and what they are actually putting in their baskets. Yet the rewards for narrowing this gap are huge. When consumers try and like a sustainable product, they are more likely to become vocal advocates.
然而，想要充分把握住这次机遇对消费品公司来说将是一个挑战，因为消费者对环境日益增长的担忧并没有一致地反映到购买行为中。不可否认，消费者说他们想要什么和他们实际买什么之间存在着“说-做”的差距。然而，缩小这一差距的回报是巨大的。当消费者尝试并喜欢上一种可持续产品时，他们更有可能变成口头宣传者。
Brands can help boost awareness and close the knowledge gap by highlighting specific, measurable ESG features that educate consumers while guiding choice. Beauty company Natura clearly spells out the specific, positive effects of its fair-trade practices with communities in Brazil’s Amazon rainforest. On its website, it reports: “By buying Natura EKOS products you are helping to improve the income of 2.000 families in these Brazilian farming communities — a total of almost 8.500 people. And it is also thanks to Natura EKOS products and the work of these communities that 1.8 million hectares of forest have been conserved for sustainable resource use and a better future for generations to come.”
品牌可以通过突出具体的、可衡量的ESG特征，在引导消费者做出选择的同时教育消费者，帮助他们加强意识，缩小理解上的差距。化妆品公司Natura清楚地列明了它与巴西亚马逊雨林社区开展的公平贸易的具体且积极的影响。这家公司在其网站上指出：“购买Natura EKOS产品，就是在帮助这些巴西农业社区的2000个家庭——总计近8500人——改善收入。
Consumers already balance competing priorities of quality, price, health, and convenience. Adding a new ESG dimension creates additional complexity that may force consumers not to choose sustainable options. The most effective companies weave ESG into those existing considerations.
消费者已经在权衡质量、价格、健康和便利性等优先级了。增加新的ESG维度会把问题复杂化，可能迫使消费者放弃可持续性的环保产品。效率较好的公司把ESG融入到现有的考虑中。
Our research found that Conscious Nonconsumers are likely to value same-but-better versions of products they love as long as they do not come with a significantly higher price tag. There are two fundamental approaches brands take: innovating on packaging design and adapting product formats or ingredients. As an example of the former, consider Unilever’s TRESemmé brand, with shampoo bottles made of 100% recycled and recyclable plastic. For its part, retailer Sainsbury’s sells meat and chicken in trayless packaging and has eliminated single-use plastic across its own-brand dip pots. As an example of adapting ingredients, Mustela introduced plant-based baby towels as a plastic-free version of its original baby towel.
我们的研究发现，有意识的非消费者可能会看重那些他们喜欢的类似但品质更好的产品，只要这些产品的价格贵的不是太多。品牌方通常会采取两种基本方法：对包装设计进行创新，调整产品版式或成分。一种方法的一个例子是联合利华的TRESemmé品牌，洗发水瓶身由100%可回收和可循环的塑料制成。就包装而言，零售商塞恩斯伯里销售的肉类和鸡肉采用的是非托盘直接包装，其自有品牌的浸锡炉也取消了一次性塑料包装。调整产品成分的一个例子是，Mustela在其原有的婴儿毛巾的基础上，推出了不含塑料的植物基婴儿毛巾。
词汇：
1. cutlery
/ˈkʌtlərɪ/
n. 餐具(刀、叉和匙); 刀具
2. bypass
/ˈbaɪˌpɑːs/
v. 绕过，避开; 对(动脉等)作分流术，为……作搭桥术; 不顾(规章制度)，不请示
n. 旁路，旁道; 分流术，搭桥手术; 旁通管，分流器
3. grail
/ɡreɪl/
n.杯;圣杯(传说中耶稣晚餐所用之杯);大盘;长期以来梦寐以求的东西
4. vocal
/ˈvəʊkəl/
adj. 嗓音的，发声的，歌唱的; 直言不讳的，大声表达的
n. (乐曲中的)歌唱部分，声乐部分
5. dimension
/dɪˈmɛnʃən/
n. 大小，尺寸; (空间的)维度; 范围，规模; 方面，部分
v. 切削(或制作)成特定尺寸; 标出尺寸
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