RSPO Stakeholder Awarenessand Reputation Study
Wave 2: June 2024zechoresearch.com

Contents

01

About the study

02

Perceptions of RSPO

03

Perceptions of RSPO’s certiﬁcation

Page 3

Page 8Page 28

RSPO Stakeholder Awareness and Reputation Study 2024

04

Communications and engagement

05

Challenges & opportunities

06

Summary & recommendations

Page 39

Page 44

Page 47© Echo | 2

About the study
01

ABOUT THE STUDY

Introduction and objectives

RSPO commissioned global reputation research specialists, Echo Research, to conduct an annual
global reputation study across multiple stakeholder audiences.

Understand where
we are today

The objectives of the study are to:✔

Track familiarity, perceptions and reputation of RSPO✔

Track familiarity, perceptions and reputation of RSPO certiﬁcation✔

Track perceptions of RSPO’s communications and stakeholder engagement✔

Provide actionable insight for communications strategy and reputation management.

This is a report of ﬁndings from the second annual study conducted between February and June
2024.

Map where weneed to go

Determine how we
can get there

It follows the ﬁrst study carried out in 2023.
Track progressover time

RSPO Stakeholder Awareness and Reputation Study 2024

© Echo | 4

METHODOLOGY

Research approach
A multi-method approach was used to maximise engagement with hard-to-reach audiences.
Online survey

Telephone interviews❖

10-minute online survey available in 12 languages❖❖

Targeting all member and non-member stakeholder
categories

30-minute semi-structured telephone / video conferencing
interviews all conducted in English.

❖

Targeting ‘hard-to-reach’ audiences: Banks and investors,
Academics, research institutions, think tanks, IGOs❖

Fieldwork dates:❖

Fieldwork dates:❖

Wave 1: 01 February – 10 March 2023❖

Wave 2: 18 March– 10 June 2024

Wave 2551 completes via online survey

RSPO Stakeholder Awareness and Reputation Study 2024❖

Wave 1: 23 January – 15 February 2023❖

Wave 2: 12 February – 14 March 2024

Wave 220 telephone interviews© Echo | 5

ABOUT THE STUDY

Proﬁle of participants by stakeholder type and region

Asia &
PaciﬁcEuropeLatin America& Caribbean

Oil palm growers

52

2

19

3

0

76

Retailers

2

7

0

0

1

10

Consumer goods manufacturers

24

80

2

0

31

137

Palm oil processors & traders

52

35

17

4

13

121

Banks & investors
Environmental or nature conservation
organisations

4

2

0

0

0

6

7

0

0

0

1

8

Social or development organisations

1

4

0

0

0

5

Associate

Supply chain associate/supply chaingroup managers

52

84

4

1

16

157

Afﬁliate

Individuals/organisations/associations

11

11

5

0

2

29

Other

Academia, research institutions, think
tanks
IGOs

10

7

0

0

1

18

1

2

0

0

1

4

216

234

47

8

66

571

WAVE 2 2024: SAMPLE PROFILE

Ordinary

TOTAL PARTICIPANTS

RSPO Stakeholder Awareness and Reputation Study 2024

Africa &North America
Middle East

TOTAL

© Echo | 6

ABOUT THE STUDY

Navigating this report
For analysis purposes we have grouped participants into thefollowing categories.
Stakeholder group•

Oil palm growers•

Supply chain: Retailers, Consumer goods manufacturers,
Palm oil processors & traders, Supply chain associate/supply
chain group manager, afﬁliate
individuals/organisations/associations•

Inﬂuencers outside supply chain: Banks & investors,
Environmental or nature conservation organisations, Social ordevelopment organisations, Academia/ research
institutions/think tanks, IGOs

Membership•

RSPO members•

RSPO non-members

RSPO Stakeholder Awareness and Reputation Study 2024

Region•Asia & Paciﬁc•

Europe•Latin America & Caribbean•

North America

Note: sample size too small to report on Africa & Middle East
separately
Statistical signiﬁcanceDifferences between subgroups have been tested for statisticalsigniﬁcance at the 95% conﬁdence level. Signiﬁcant differences
are denoted by the following symbols:
Signiﬁcantly different compared to the overall total or signiﬁcantly
different wave-on-wave© Echo | 7

Perceptions of
RSPO02FAMILIARITY WITH THE ROUNDTABLE ON SUSTAINABLE PALM OIL (RSPO)The proportion of participants who know RSPO ‘very well’ is signiﬁcantly higher than a year ago% who know RSPO very well – by membership

Q. How familiar are you with the Roundtable on Sustainable Palm Oil (RSPO) as an organisation?
Base: All participants; Wave 1 2023 (n=657), Wave 2 2024 (n=571)

RSPO Stakeholder Awareness and Reputation Study 2024

Signiﬁcantly different
between waves© Echo | 9

FAMILIARITY WITH THE ROUNDTABLE ON SUSTAINABLE PALM OIL (RSPO)

At a regional level, familiarity with RSPO is highest in Latin America & Caribbean. Familiarity with RSPOin Europe increases year-on-year% who know RSPO very well - by region

Q. How familiar are you with the Roundtable on Sustainable Palm Oil (RSPO) as an organisation?
Base: All participants; Wave 1 2023 (n=657). Wave 2 2024 (n=571) - Africa & Middle East not shown due to low base size

RSPO Stakeholder Awareness and Reputation Study 2024

Signiﬁcantly different
between waves© Echo | 10

FAMILIARITY WITH THE ROUNDTABLE ON SUSTAINABLE PALM OIL (RSPO)

Familiarity with RSPO remains highest among oil palm growers% who know RSPO very well - by stakeholder group

Q. How familiar are you with the Roundtable on Sustainable Palm Oil (RSPO) as an organisation?
Base: All participants; Wave1 (n=657), Wave 2 2024 (n=571)

RSPO Stakeholder Awareness and Reputation Study 2024

Signiﬁcantly different
between waves© Echo | 11

OVERALL REPUTATION OF RSPOOver three quarters of those familiar with RSPO consider it to have a good or excellent reputation, citing it as
the global standard for sustainable palm oil
Excellent / good reputation (76%)

Neither good nor poor (20%)• Sustainability / environmental impact• Certification challenges and costs• Global standard and recognition• Transparency and information sharing“A project that supports sustainable palm oil
production, benefiting the ecosystem, environment,
community, and society.”
Oil palm grower, Asia Pacific“They are the global standard around palm oilsustainability in terms of international recognition. It isa benchmark that is globally recognised.”“I am not clear on the process to secure thecertification and updates of progress. Very lowtransparency on the website.”
Supply chain associate/ manager, Europe

Poor / very poor reputation (3%)

Bank / investor, Asia Pacific• Market perception and credibility“Currently the only certification system recognised in
the EU and has good practices for human rights.”
Consumers goods manufacturer, Europe“In the media, RSPO is almost always portrayednegatively, as the measures in the palm regions are
said to be insufﬁcient.”
Supply chain associate/ manager, Europe

Q.

Based on your own opinions and everything you have seen, read or heard, how would you rate the overall reputationof RSPO as an organisation? Q. Why do you say that?
Base: All participants who know at least a little about RSPO (n=560)

RSPO Stakeholder Awareness and Reputation Study 2024

© Echo | 12

OVERALL REPUTATION OF RSPORSPO’s reputation has increased signiﬁcantly in the last year, speciﬁcally among RSPO members% rating RSPO’s reputation as excellent / very good – by membership

Q. Based on your own opinions and everything you have seen, read or heard, how would you rate the overall reputation of RSPO as an organisation?
Base: All participants who know at least a little about RSPO (n=560)

RSPO Stakeholder Awareness and Reputation Study 2024

Signiﬁcantly different
between waves© Echo | 13

OVERALL REPUTATION OF RSPORSPO’s reputation remains strong by region, though this strength has dropped year-on-year in Latin America& the Caribbean% rating RSPO’s reputation as excellent / very good – by region

Q. Based on your own opinions and everything you have seen, read or heard, how would you rate the overall reputation of RSPO as an organisation?
Base: All participants who know at least a little about RSPO (n=560) - Africa & Middle East hidden due to low base sizes

RSPO Stakeholder Awareness and Reputation Study 2024

Signiﬁcantly different
between waves© Echo | 14

OVERALL REPUTATION OF RSPORSPO’s reputation has signiﬁcantly increased among stakeholders in the supply chain; RSPO’s reputation
remains strongest among oil palm growers% rating RSPO’s reputation as excellent / very good – by stakeholder group

Q. Based on your own opinions and everything you have seen, read or heard, how would you rate the overall reputation of RSPO as an organisation?
Base: All participants who know at least a little about RSPO (n=560)

RSPO Stakeholder Awareness and Reputation Study 2024

Signiﬁcantly different
between waves© Echo | 15

ADVOCACY TOWARDS RSPORSPO continues to have excellent advocacy scores, driven in part by recognition of its positive work
regarding sustainability and the environment
Advocates (67%)

Neutral (25%)• Lack of knowledge• Commitment to sustainability and environmental
Protection• Criticism of effectiveness• Positive impact on business and farmers“I don't have enough expertise to speak in favour oragainst it.”

“RSPO is performing its role in promoting
environmental sustainability to the best of its abilities
within certain constraints.”
Academia/research institution/think tank, Asia PacificSupply chain associates/manager, Europe“We don't see any improvement since 2022… there seems to

be backsliding on its principles and criteria.“
Social or Development Organisation, Asia Pacific

Critics (7%)“RSPO is related to environment conservation thatminimised negative impact to ecosystems, protect
endangered species, and climate change mitigation.”
Oil Palm Grower, Asia Pacific“As an organization that works with smallholder
farmers towards RSPO certification, we have felt thepositive impact and benefits of RSPO.”
Oil Palm Grower, Asia PacificQ. Which of the following statements best describes your overall opinion of RSPO?
Q. Why do you say that?
Base: All participants who know at least a little about RSPO (n=560)

RSPO Stakeholder Awareness and Reputation Study 2024

• Standards and processes• Impact and effectiveness“Criticisms regarding the effectiveness of its standards,
enforcement mechanisms, and inclusivity indecision-making processes.”Palm oil processors & trader, Europe

RSPO’s net advocacy score (advocates minus
critics) is 60% - this outperforms the average
seen across Echo clients (38%)© Echo | 16

ADVOCACY TOWARDS RSPO

Advocacy remains strongest among members, but has softened among non-members% advocates – by membership

Q. Which of the following statements best describes your overall opinion of RSPO?
Base: All participants who know at least a little about RSPO (n=560)

RSPO Stakeholder Awareness and Reputation Study 2024*% advocates is ‘would speak highly if asked’or ‘would speak highly if not asked’*There were no signiﬁcantdifferences wave-on-wave© Echo | 17

ADVOCACY TOWARDS RSPO

North America has the lowest proportion of advocates with a high proportion of neutrality% advocates – by region

Q. Which of the following statements best describes your overall opinion of RSPO?
Base: All participants who know at least a little about RSPO (n=560) – Africa & Middle East not shown
due to low base size

RSPO Stakeholder Awareness and Reputation Study 2024*% advocates is ‘would speak highly if asked’or ‘would speak highly if not asked’*There were no signiﬁcantdifferences wave-on-wave© Echo | 18

ADVOCACY TOWARDS RSPOOil palm growers have the largest proportion of advocates, reﬂective of their high familiarity and overall
positive perceptions surrounding RSPO’s reputation% advocates – by stakeholder group

Q. Which of the following statements best describes your overall opinion of RSPO?
Base: All participants who know at least a little about RSPO (n=634)

RSPO Stakeholder Awareness and Reputation Study 2024*% advocates is ‘would speak highly if asked’or ‘would speak highly if not asked’*There were no signiﬁcantdifferences wave-on-wave© Echo | 19

PERCEPTIONS OF RSPO AS AN ORGANISATIONOf the attributes, RSPO is rated most highly for its relevance, positive impact and trust
RSPO…
% Agree *
86%
85%
81%
80%
75%
69%
68%
64%
61%

Q. To what extent do you agree or disagree with the following statements about RSPO as an organisation?
Base: All participants who know at least a little about RSPO (n=560)*% agree is ‘strongly
agree’ or ‘tend to agree’

RSPO Stakeholder Awareness and Reputation Study 2024

© Echo | 20

PERCEPTIONS OF RSPO AS AN ORGANISATION

Perceptions of RSPO’s support and responsiveness marginally weaker than the other attributes,
perceptions have not changed year-on-year% agree with statements about RSPO – 2024 vs 2023

“There is little to no support for us as amember. When RSPO is reached out tofor advice the response is very slow, if
one is received at all. I have reached out
a number of times and had no
acknowledgement.“
Palm oil processor & trader, Europe

Q. To what extent do you agree or disagree with the following statements about RSPO as an organisation?
Base: All participants who know at least a little about RSPO (n=560)

RSPO Stakeholder Awareness and Reputation Study 2024*% agree is ‘strongly
agree’ or ‘tend to agree’“The user's
demands are
evolving quickly,
and they (RSPO)
cannot keep up
with it.“Palm oil processor &trader, Asia Paciﬁc*There were no signiﬁcantdifferences wave-on-wave© Echo | 21

PERCEPTIONS OF RSPO AS AN ORGANISATION

Oil palm growers rate most attributes more positively than other stakeholder audiences, inﬂuencers outside thesupply chain are least likely to agree that RSPO is responsive% agree with statements about RSPO – by stakeholder groups“Because there is a lot ofdelay in response times forrequests to RSPO.”
Palm oil processor & trader,
Latin America & Caribbean

Q. To what extent do you agree or disagree with the following statements about RSPO as an organisation?
Base: All participants who know at least a little about RSPO (n=560)

RSPO Stakeholder Awareness and Reputation Study 2024*% agree is ‘strongly
agree’ or ‘tend to agree’“it can take a very longtime for them to make adecision and then to
respond to you..“
Academia/research
institution, Europe

Signiﬁcantly different comparedto the overall total© Echo | 22

PERCEPTIONS OF RSPO’s WORK

There is strong agreement among participants that RSPO is the primary standard and certiﬁcation
organisation, with positive impact and global recognition% Agree *
90%
87%
80%
75%
74%
71%
68%
65%
61%

Q. To what extent do you agree or disagree with the following statements about RSPO’s work?
Base: All participants who know at least a little about RSPO (n=560)

RSPO Stakeholder Awareness and Reputation Study 2024*% agree is ‘strongly
agree’ or ‘tend to agree’© Echo | 23

PERCEPTIONS OF RSPO’s WORK

Perceptions of RSPO’s work have not changed year-on-year, there continues to be less recognition
that RSPO ‘engages in dialogue at the highest level’% agree with statements about RSPO’s work – 2024 vs 2023

Q. To what extent do you agree or disagree with the following statements about RSPO’s work?
Base: All participants who know at least a little about RSPO (n=560)

RSPO Stakeholder Awareness and Reputation Study 2024*% agree is ‘strongly
agree’ or ‘tend to agree’*There were no signiﬁcantdifferences wave-on-wave© Echo | 24

PERCEPTIONS OF THE ROLE OF RSPO

There is some disconnect between stakeholder audiences regarding aspects of the effectiveness of RSPO’s work
% agree with statements about RSPO’s work – by stakeholder group

Q. To what extent do you agree or disagree with the following statements about RSPO’s work?
Base: All participants who know at least a little about RSPO (n=560)

RSPO Stakeholder Awareness and Reputation Study 2024*% agree is ‘strongly
agree’ or ‘tend to agree’

Signiﬁcantly different comparedto the overall total© Echo | 25

RSPO MEMBERSHIP

Almost all members are likely to continue with their membership going forward, with 80% stating
they are ‘very likely’
Membership of RSPO

Length of membership

Likelihood to continue membership

RSPO Members

Q. Are you / your organisation a member of theRoundtable on Sustainable Palm Oil (RSPO)? Base:All participants (n=571)

Q. For how many years have you / your organisation beena member of RSPO?
Base: All members of RSPO (n=528)

RSPO Stakeholder Awareness and Reputation Study 2024

Q. How likely are you to continue your membershipwith RSPO?
Base: All members of RSPO (n=528)© Echo | 26

RSPO MEMBERSHIP: REASONS FOR CONSIDERATION / NON-CONSIDERATION

Reasons for not considering RSPO membership include lack of relevance and lack of awareness of the
beneﬁts of membership
Reasons for considering becoming a member
of RSPO

Membership of RSPO

Reasons for not considering becoming a member
of RSPO“It is just not relevant for our organisation.”
IGO, Europe“Given that RSPO has thousands of members and I
assume that Malaysian NGOs are a tiny minority
now, so I think it’s good to have representation.”
Non-Member: Academia/research institutions/think tank,
Asia Paciﬁc“I am not directly involved in the production ofpalm oil. I am a concerned citizen from
Malaysia and will join if an avenue allows me
to come.”Academia/research institution/think tank, Asia Paciﬁc“To be able to more closely follow the process ofstandard adjustments and politics.”
Palm oil processor & trader, North America“I do not know what the beneﬁts are for ourcompany.”
Palm oil processor & trader, Europe

Q. What interests you about potentially becoming a member
of RSPO?
Base: Non-members of RSPO considering membership(n=4*) *Caution low base size

Q. Are you / your organisation a member of theRoundtable on Sustainable Palm Oil (RSPO)?
Base: All participants (n=571)

RSPO Stakeholder Awareness and Reputation Study 2024

Q. Why are you not currently considering RSPO
membership?
Base: Non-members of RSPO not considering membership(n=28*) *Caution low base size

© Echo | 27

Perceptions of
RSPO’scertiﬁcation
03

FAMILIARITY WITH RSPO CERTIFICATION

Overall familiarity with RSPO’s certiﬁcation is high among all stakeholder groups; there is an
opportunity to further educate supply chain associates/managers
Familiarity with RSPO certiﬁcation: Principles and Criteria (P&C), Independent Smallholder Standard (ISH) or Supply Chain
Certiﬁcation Standard (SCCS)% Familiar *
91%
99%
92%
96%
81%
100%
95%

Q. How familiar are you with the following…
Base: All participants (n=571)

RSPO Stakeholder Awareness and Reputation Study 2024*% familiar is ‘know a lot’or ‘know a little’© Echo | 29

FAMILIARITY WITH RSPO CERTIFICATION

Familiarity with the criteria required for certiﬁcation is lower than awareness of the certiﬁcation
itself, emphasising the need for further communication
Familiarity with the social and environmental criteria required to qualify for RSPO certiﬁcation% Familiar *
87%
100%
83%
90%
82%
97%
85%

Q. How familiar are you with the following…
Base: All participants (n=571)

RSPO Stakeholder Awareness and Reputation Study 2024*% familiar is ‘know a lot’or ‘know a little’© Echo | 30

PERCEPTIONS OF RSPO CERTIFICATION

Almost 90% of RSPO members report that their organisation has RSPO certiﬁcation

RSPO membersclassiﬁed as:
•
•
•

•
•

Oil Palm Growers
Consumer Good
Manufacturers
Palm Oil
Processors &Traders
Supply Chain
Associates
Supply ChainGroup Manager

Q. Is your organisation RSPO certiﬁed?
Base: All members of RSPO within key stakeholder groups (n=474)

RSPO Stakeholder Awareness and Reputation Study 2024

© Echo | 31

PERCEPTIONS OF RSPO CERTIFICATION

There is strong agreement that RSPO’s certiﬁcation is credible, that standards are implementable andcertiﬁcation bodies are competent
Perceptions of RSPO certiﬁcation among those familiar% Agree *
87%
80%
78%
77%
77%
76%

Q. To what extent do you agree or disagree with the following statements about RSPO’s Certiﬁed Sustainable Palm Oil (CSPO) certiﬁcation?
Base: All participants at least a little familiar with RSPO certiﬁcation (n=522)

RSPO Stakeholder Awareness and Reputation Study 2024*% agree is ‘strongly
agree’ or ‘tend to agree’© Echo | 32

PERCEPTIONS OF RSPO CERTIFICATION

Agreement with statements regarding RSPO’s certiﬁcation is strongest among oil palm growers, andlowest among those outside the supply chain% agree* with statements about RSPO’s certiﬁcation – by stakeholder groups

Q. To what extent do you agree or disagree with the following statements about RSPO’s certiﬁcation?
Base: All at least a little familiar with RSPO certiﬁcation (n=522)

RSPO Stakeholder Awareness and Reputation Study 2024*% agree is ‘strongly
agree’ or ‘tend to agree’

Signiﬁcantly different comparedto the overall total© Echo | 33

REASONS WHY DISAGREE WITH STATEMENTS ABOUT RSPO CERTIFICATION

A small minority are critical of RSPO’s certiﬁcation, citing ambiguity in the wording of the standards, concerns
about the audit process and competency of certiﬁcation bodies
Standards are clear andaccessible
8% DISAGREE

Standards, certiﬁcation andprocedures are enforced
effectively and consistently
7% DISAGREE

Certiﬁcation bodies arecompetent and knowledgeable
5% DISAGREE

Standards are implementable
4% DISAGREE“There were several requirements
where the wording was unclear and we
required external consultant support,
which we had to pay for, in order to help
us interpret the requirements correctly.”
Consumer goods manufacturer, North
America“Auditors have collusive relations withthe companies that pay them to beaudited. Audit teams are notindependent when visiting estates,
workers and communities.”
Social/development organisation, Europe“The capacity of the certiﬁcationcompanies needs to be further
enhanced. They need to be more criticaland better trained on what the RSPO
standard actually means.”
Palm oil processor/ trader, Asia Paciﬁc“Full supply chain certiﬁcation is notpossible to achieve. The task is toomuch and the ask from suppliers anddistributors is too high to become
members and under the audit process.”
Supply chain associate/ manager, Europe“In the interpretation of somestandards, requirements, or guidelines,
there are things that are not speciﬁc andgive rise to different criteria.”
Afﬁliate organisation, Latin America &Caribbean“There is extensive evidence that social
criteria and indicators are routinely
violated by certiﬁed operations andthese non-compliances are not
identiﬁed by auditors.”
Social/development organisation, Europe“In the LATAM region there is a lack ofcertifying bodies and those that do exist
do not necessarily know the standard in
depth.”
Oil palm grower, Latin America &Caribbean“Standards that demand things that are
not relevant in our countries…they havecopied the standards from Asia to
America without taking into account thecontext of our countries.”
Oil palm grower, Latin America &Caribbean

Q. Why do you disagree that [PIPE IN STATEMENT]?
Base: Those who know RSPO certiﬁcation at least a little and disagree with the statement shown (base sizes vary for each statement)

RSPO Stakeholder Awareness and Reputation Study 2024*% disagree is ‘strongly disagree’or ‘tend to disagree’© Echo | 34

PERCEIVED IMPACT OF RSPO CERTIFICATIONRSPO certiﬁcation is recognised for its impact in reducing deforestation and minimising the negative
impact of palm oil cultivation, less so for reducing investment risk in the sector
RSPO certiﬁcation…

% Agree*
81%
79%
77%
72%
68%
64%
56%

Q. To what extent do you agree or disagree that RSPO’s Certiﬁed Sustainable Palm Oil (CSPO) certiﬁcation scheme has the following impact?
Base: All at least a little familiar with RSPO certiﬁcation (n=522)

RSPO Stakeholder Awareness and Reputation Study 2024*% agree is ‘strongly
agree’ or ‘tend to agree’© Echo | 35

PERCEIVED IMPACT OF RSPO CERTIFICATION

There is a consistent pattern wave-on-wave in the level of agreement regarding the impact of RSPO
certiﬁcation% agree with statements about perceived impact of RSPO certiﬁcation – 2024 vs 2023

Q. To what extent do you agree or disagree that RSPO’s Certiﬁed Sustainable Palm Oil (CSPO) certiﬁcation scheme has the following
impact?
Base: All at least a little familiar with RSPO certiﬁcation (n=522)

RSPO Stakeholder Awareness and Reputation Study 2024*% agree is ‘strongly
agree’ or ‘tend to agree’*There were no signiﬁcantdifferences wave-on-wave© Echo | 36

PERCEIVED IMPACT OF RSPO CERTIFICATION

As was the case with perception of RSPO certiﬁcation, sentiment regarding the perceived impact of RSPO
certiﬁcation is strongest among oil palm growers% agree with statements about perceived impact of RSPO certiﬁcation – by stakeholder group

Q. To what extent do you agree or disagree that RSPO’s Certiﬁed Sustainable Palm Oil (CSPO) certiﬁcation scheme has the following
impact?
Base: All at least a little familiar with RSPO certiﬁcation (n=522)

RSPO Stakeholder Awareness and Reputation Study 2024*% agree is ‘strongly
agree’ or ‘tend to agree’

Signiﬁcantly different comparedto the overall total© Echo | 37

REASONS WHY DISAGREE THAT RSPO CERTIFICATION HAS A POSITIVE SOCIAL IMPACT

While real evidence of social impact is perceived as harder to demonstrate, there are also concerns regarding theconsistency of implementation and monitoring once certiﬁcation has been awarded
RSPO certiﬁcation has a positive widersocial impact (e.g., on human rights,
gender equity and local communities)
4% DISAGREE““I disagree with the statement that RSPO's certiﬁcation
scheme has a positive wider social impact based on
several factors: 1. Limited beneﬁts for local
communities…2. Challenges in implementation… 3.
Limited inclusivity…while RSPO certiﬁcation may havepositive intentions regarding social impact, there areconcerns about the effectiveness and inclusivity of its
implementation, which can hinder its ability to generatesigniﬁcant positive outcomes for wider social
well-being.”
Palm oil processor & trader, Europe“The weakness of RSPO is that the social things are
more difﬁcult to enforce…do they really look for it whengiving the certiﬁcation…how much do they scrutinize thehuman rights or gender issues or if the farmers and local
communities are happy?”
Academia/research institutions/think tank, Asia Paciﬁc“Certiﬁed companies do not demonstrate tangiblesocial impacts, it becomes only a plan to demonstrate
to an auditor with minimal efforts and not programmesthat beneﬁt communities.”
Palm oil processors & trader, Latin America & Caribbean“Because the standards, which are good, are notactually upheld.”Social/development organisation, Europe“There are other sustainability mechanisms that are
generating greater social impact, as they are moreclosely monitored by clients: NDPE, EUDR, due diligenceof compliance with sustainability policies of clientcompanies.”
Oil palm grower, Latin America & Caribbean

Q. Why do you disagree that RSPO’s certiﬁcation has a positive wider social impact?
Base: Those who know RSPO certiﬁcation at least a little and disagree with the statement ‘RSPO’s certiﬁcation has a positive wider social impact’

RSPO Stakeholder Awareness and Reputation Study 2024

“I have seen no evidence to prove it.”Supply chain associate/manager, Asia Paciﬁc*% disagree is ‘strongly disagree’or ‘tend to disagree’© Echo | 38

Communications,and engagement
04

RSPO GOVERNMENT ENGAGEMENT ACTIVITIES

Almost a third of participants are aware of RSPO’s government engagement, activities with the EU arecommonly referenced. Over three quarters believe RSPO’s engagement activities are effective
Awareness of RSPO’s government
engagement

Effectiveness of government engagement
activities

Government engagement activities awareofNo. mentions

EU

35

China

6

The new European Union
Deforestation Regulation (EUDR)
China Sustainable Palm Oil Supply
China Forum

Indonesia

4

General RSPO engagement with
the Indonesian government

Colombia

3

General work with the Colombian
government

Thailand3

The Path to Elevating the
Sustainable Palm Oil Market

77%
effective*Other markets mentioned in terms of engagement included India,
Honduras, Malaysia, Mexico, South Africa and the USA

Q. Are you aware of any engagement activities thatRSPO has undertaken with governments at a national
or international level in the last 12 months?
Base: All participants (n=571)

Q. What government engagement activities are you aware of?
Base: Participants aware of engagement activities (n=179)

RSPO Stakeholder Awareness and Reputation Study 2024

Q. How effective do you consider these activities have been inadvancing the interests of RSPO members?
Base: Participants aware of engagement activities (n=179)*% effective is ‘very effective
agree’ or ‘fairly effective’© Echo | 40

QUALITY OF RSPO COMMUNICATIONS AND ENGAGEMENT

73% of participants rate the quality of RSPO’s communications and engagement as good; members rate
communication and engagement more positively than non-members% Good*Overall quality of communication and engagement

Q. How would you rate the overall quality of RSPO’s communications and engagement with you?
Base: All participants (n=571)

RSPO Stakeholder Awareness and Reputation Study 2024*% good is ‘very good’or ‘fairly good’

Wave 1
2023

Wave 2
2024

72%

73%

73%

75%

66%

59%

*There were no signiﬁcantdifferences wave-on-wave© Echo | 41

QUALITY OF RSPO COMMUNICATIONS AND ENGAGEMENT

The further down the supply chain participants are, the less likely they are to rate communication andengagement as highly% rating RSPO’s communications as fairly or very good
By region

By stakeholder groups*Not plotted on chart, Middle East & Africa,
due to low base size
Q. How would you rate the overall quality of RSPO’s communications and engagement with you?
Base: All participants (n=571)

RSPO Stakeholder Awareness and Reputation Study 2024

Signiﬁcantly different
compared to the overall total© Echo | 42

SUGGESTIONS FOR HOW RSPO COULD IMPROVE THEIR COMMUNICATON AND ENGAGEMENT

Suggestions to further enhance relationships focus on more proactive, timely, tailored and frequent
communications which consider individual stakeholder needs, including language
TIMELY RESPONSES TO EMAILS
AND ENQUIRIESFREQUENT, PERSONALISED &TAILORED TRAINING ANDENGAGMENTS

ENHANCED MULTILINGUALCOMUNICATION / LOCALCONTEXT CONSIDERATION“Act and respond quickly to allcomplaints.”“Personalize emails to sendcommunications specifically directedto the type of member.”“Communication is in English with themain offices, and not all of us speak
the language.”

Consumer goods manufacturer, Europe

Oil palm grower, Latin America & Caribbean

Consumer goods manufacturer, North
America

Individuals/ organisations/ associations,
Latin America & Caribbean“We need a Japanese version for the
manual and all other documents withmore accurate language.”“Be more transparent on a global levelbut also pay attention to the micro
details and macro details.”

Supply chain associate/ manager, Asia PacificSupply chain associate/manager, Europe“Improve turnaround time on thoseemails that are answered.”“Organize socialisation, seminars, andtraining regularly and for free.”Palm oil processor & trader, Europe

Palm oil processor & traders, Asia Pacific“Take local contexts into account.
Promote the implementation of interim
measures within reasonable
timeframes.”“Not only send data and betransparent to its members but all theactors surrounding the RSPO domain.”

Palm oil processor & trader, Asia Pacific“Improve response times to requests.”
Oil palm grower, Latin America & Caribbean“Greater dissemination of events in apersonalized manner, not just throughsocial networks.”

Oil palm grower, Middle East & Africa

INCREASED TRANSPARENCY
AND PROACTIVE OUTREACH“In nearly 10 years of membership, we
have NEVER had someone from RSPO
proactively reach out.”

Oil palm grower, Middle East & Africa

Q. How can RSPO improve their communication and engagement with you? OPEN QUESTION
Base: All participants (n=571)

RSPO Stakeholder Awareness and Reputation Study 2023

© Echo | 43

Challenges &opportunities
05

CHALLENGES FOR RSPO

Smallholder inclusion and compliance regulation are among the main challenges for RSPO

“Ensure that small producers are effectively included in the RSPO certiﬁcation process,recognizing their signiﬁcant role in the palm oil industry.”

Smallholder engagement & inclusion

Oil palm grower, Latin America & Caribbean“The update of the standards and support around the new regulations (e.g., EUDR) andever-changing landscape.”

Legislation and regulation compliance

Consumer goods manufacturer, Europe“Support the initiatives outlined in the UN Global Compact on environmental sustainability.”

Climate change and the environment

Cost & economic viability

Market access and demand

Palm oil processor & trader, Latin America & Caribbean“The high cost of certiﬁcation that creates reluctance for palm oil businesses to join the RSPO.”
Palm oil processor & trader, Asia Paciﬁc“Managing supply in the face of demand that is incompatible with sustainable cultivation principles.”Supply chain associate/manager, Europe

Q. What do you consider to be the main challenges for RSPO and sustainable palm oil certiﬁcation over the next ﬁve years? OPEN QUESTON
Base: All participants (n=571)

RSPO Stakeholder Awareness and Reputation Study 2024

© Echo | 45

OPPORTUNITIES FOR RSPO

Many of the challenges are also seen as opportunities for RSPO. Consumer awareness and education is also
seen as a key opportunity“Helping stakeholders demonstrate compliance with EUDR.”

Compliance with legislation & regulations

Supply chain associate/manager, Europe“Awareness and knowledge of the public about the importance of sustaining ourenvironment and forest”

Consumer awareness & education

Supply chain associate/manager, Asia Paciﬁc“RSPO has an opportunity to push through support to smallholder certiﬁcation as a way toensure smallholders are not excluded from supply chains.”

Smallholder engagement & support

Consumer goods manufacturer, North America

Government collaboration & support

Market access and demand“Continuing to engage with the most inﬂuential industry associations, governments, and NGOs
as an input into RSPO's approach and to support positive reputation.”
Consumer goods manufacturer, North America“In the sales market, obtaining RSPO certiﬁcation is becoming essential as customers increasingly
demand certiﬁcation..”
Supply chain associate/manager, Asia Paciﬁc

Q. What do you consider to be the main opportunities for RSPO and sustainable palm oil certiﬁcation over the next ﬁve years? OPEN QUESTON
Base: All participants (n=571)

RSPO Stakeholder Awareness and Reputation Study 2024

© Echo | 46

Summary &recommendations
06

Key ﬁndings

1.

Familiarity with RSPO improves year-on year among members and non-members

2.

RSPO’s reputation improves on 2023 with over three-quarters of participants perceiving it as good or excellent; reputation is strongest
among oil palm growers

3.

RSPO maintains excellent advocacy levels with the proportion of advocates far outweighing critics

4.

There is strong agreement that RSPO is relevant, trustworthy, credible and has a positive impact. While still positive overall, member
support and responsiveness are5.

Oil palm growers score RSPO highest on all reputation attributes, inﬂuencers outside the supply chain the lowest

6.

Though still recognised by stakeholders are the primary standard and certiﬁcation organisation, perceptions are weaker that RSPO
provides an independent voice and is engaging stakeholders at the highest level

7.

RSPO certiﬁcation is perceived as being extremely credible but there is less agreement that monitoring and enforcement is enforced
effectively and consistently; this in particular is seen as a weakness by inﬂuential stakeholders outside the supply chain

8.

The impact of RSPO’s certiﬁcation in reducing the risk of deforestation and minimising the negative impact of palm oil cultivation is
widely recognised. There is less recognition that certiﬁcation reduces investment risk in the sector.

9.

Three quarters of participants rate the quality of RSPO’s communication and engagement positively, but there is room for improvementwith all stakeholders

10.

RSPO Stakeholder Awareness and Reputation Study 2024
© Echo | 48
A third of participants
are aware of RSPO’s government engagement activities, with over three quarters agreeing that it is effectiveRSPO SUMMARY DASHBOARD 2023 vs. 2024

REPUTATIONADVOCACYREPUTATION DRIVERS% excellent or
good% advocates% agreeNorth America

76%(71% 2023)

Oil palm
growers

Relevant

Supplychain

Positive
impactInﬂuencers
outside supply
chain

Trust
CredibleQUALITY OF COMMUNICATIONSEurope73%% good(67% 2023)

Accountable
Transparent
Inﬂuential

Asia Paciﬁc
Latin America &Caribbean

78%

78%(73% 2023)(88% 2023)

Supportive
Responsive

RSPO Stakeholder Awareness and Reputation Study 2024

© Echo | 49

RSPO reputational SWOT analysis
THREATSSTRENGTHSWEAKNESSES• Overall reputation, trust and advocacy levels• Responsiveness – speed, quality and clarity of
response• Relevance / focus on sustainability• Leading standard setter for sustainable palm oil• RSPO certiﬁcation monitoring and enforcement (for a
vocal minority)• Credibility of RSPO certiﬁcation• Impact on reducing deforestation and negative impact ofpalm oil cultivation• Quality of communications and effectiveness ofgovernment engagement

OPPORTUNITIES• Expand uptake of RSPO certiﬁcation

S

W

O

T

• Awareness of RSPO’s government engagement• Cost to growers of membership / compliance• More support for smallholders – training and cost
reduction mechanisms• Alignment with EU and other legislation• Promote the beneﬁts of sustainable palm oil• Lack of demand for sustainable palm oil outside
Europe and the US• More engagement at a governmental level• Achieving government recognition and support• Engage in more languages / locally and more
frequently

RSPO Stakeholder Awareness and Reputation Study 2024

© Echo | 50

Recommendations for RSPO’s communications and engagement

Responsiveness andfrequency ofengagement• Review resourcing /structure to improve
responsiveness• Ensure points ofcontact are clearly
ﬂagged• Explore opportunities
for more frequentengagement withstakeholders

1

Localised and targetedcommunication• Look at ways ofproviding more support
in local languages andlocal points of contact• Develop more targeted
and tailoredcommunications ande-shots

Engagement withnational governments
and IGOs• Continue to engage
effectively with national
governments• Tell your stakeholders
about this work asawareness is relatively
low2

RSPO Stakeholder Awareness and Reputation Study 2024

3

Educational andsupportive resources
Smallholder inclusion• Work with governments
to subsidise the cost of
RSPO certiﬁcation• Invest in training andcapacity building forsmallholders

4• Offer members training
sessions and webinars
including on
compliance and new
regulation• Look at more proactive
outreach and member
engagement sessions(online and ofﬂine)

5© Echo | 51

Catherine Grifﬁn | Head of Research+44 (0)20 8050 3613
Catherine.grifﬁn@echoresearch.com

Charlotte Gowen | Research Executive+44 (0)20 8050 3610
Charlotte.gowen@echoresearch.com

AIM FOR BETTER
echoresearch.com