© 2009 by strategic business insights. all rights reserved. connecting consumer motivation and...

© 2009 by Strategic Business Insights. All rights reserved.© 2009 by Strategic Business Insights. All rights reserved.

Connecting Consumer Motivation and Green

Behavior

18 November 2009

David Sleeth-Keppler, PhDSenior Consultant

www.strategicbusinessinsights.com

2

Traditional Assumptions about Consumers

Consumers don’t think about how their consumption will affect their children’s and grandchildren’s future (their “Consumption Footprint”)

3

Understanding and Encouraging Green Behavior as Business Strategy

Concerns for children’s future drive some consumers’ choices

Signal of Change No.178: “The Carbon-Conscious Consumer”

See also:

4

Traditional Assumptions about Consumers

Consumers don’t care about where products come from or how products are made

5

Understanding and Encouraging Green Behavior as Business Strategy

Food and agriculture are under increased scrutiny with more consumers demanding healthy and organic options

Signal of Change No. 250: “Provenance in the Spotlight”

6

Traditional Assumptions about Consumers

Consumers just care about their bottom line

7

Understanding and Encouraging Green Behavior as Business Strategy

Some consumers are willing to pay more for green products. Others make savings from green products part of their bottom line (with higher up front investment)

Signal of Change No. 337: “Green Motives”

8

Traditional Assumptions about Consumers

Consumers just want to get ahead and show off their success

9

Understanding and Encouraging Green Behavior as Business Strategy

Conspicuous conservation is becoming a key lifestyle among some segments

Signal of Change No. 305: “Conspicuous Conservation”

10

Traditional Assumptions about Consumers

Consumers just want to have fun

Business Implication = Business As Usual

11

Understanding and Encouraging Green Behavior as Business Strategy

Consumers increasingly want to be part of a responsible solution to environmental problems

Signal of Change No. 347: “The U.S. Consumer and Global Warming”

12

Broad Opportunities for Change

Financial Services

Food and Agriculture

Healthcare

Manufacturing

Real Estate

Restaurants and Dining

Retail and Consumer Goods

Telecom and Information Technology

Transportation

13

Understanding and Encouraging Green Behavior as Business Strategy

Consumers are driven by diverse motivations:

“Work is important. But my family and friends is

what I live for”

“I feel a strong passion to help make this a better

world”

“I’m interested in the latest trends and fashions”

“I crave a lot of excitement in my

life”“Oh, I had that

dining table built for us at Linden Street”

“I’m concerned about the effects of

pollution on my family’s health”

14

属性・行動Demos & Behaviors

ハイブリッド車に乗っている

33 歳

iMac を持っている

女性

見ていなくてもいつも TV がついて

いる

態度・関心・意見Attitudes, Interests,

& Opinions

暢気に暮らしたい

好きなチームのためなら、弾丸ツアーも辞さない

野菜は毎日摂るべきだ

心理的特徴Psychological

Attributes

新しいもの好き衝動的

情報収集志向

WhatWhy

A Validated Approach To Understanding Consumers

15

The VALS System

What is VALS?

-A lens to distinguish consumers

-Empirical

-Replicable

-Validated

16

The Approach: Understanding Consumer Motivation

SA

TPPragmatic

LLaggard

Traditional

Achievement Self-Expression

CL

Change Leading

The Basic Contrasts in Motivation Around the World:

Basic Question: How do these contrasts translate into effective appeals that promote green behavior?

17

The US VALS System

SA

TPPragmatic

LLaggard

Traditional

Achievement Self-Expression

CL

Change Leading

18

Japan-VALSJapan-VALSTMTM

Innovator

Early Majority

Follower

Early Adopter

Integrator

Sustainer

Low Pragmatic

Traditional Innovator

Traditional Adopter

Ryoshiki Innovator

Ryoshiki Adopter

Self Innovator

Self Adopter

High Pragmatic

AchievementTradition

SelfExpression

19

How VALS Can Help Companies:

Strategic Marketing:

- Birds-eye view of the market

- Target selection/position (including new product development)

- In-depth profiling/Personas

- Messaging (appeals framing, channels, geo location)

Multiple Areas of Application

20

Motivational Characteristics of Types

Traditional Achievement Self-expression

Are

Make

Seek

Pursue

Resist

Ask what

• action-oriented

• choices thatemphasizeindividuality

• adventure

• self-reliance

• authority

• do I feel like doing?

• goal-oriented

• choices to enhance position

• approval fromvalued social group

• self-improvement

• risk

• are others like me doing?

• information seeking

• choices based on principles

• Understanding

• self-development

• impulse

• “should” I do?

21

Motivation & Green Behavior: Some Illustrative Examples

•Measures electricity one appliance at a time

•Cost: about $25.00

Monitoring = Information Sell (Traditional)

Kill-A-Watt™

22

Motivation & Green Behavior: Some Illustrative Examples

The initiative is supposed to promote energy-saving behavior through competition with neighbors

Incentives/Competition = Achievement Sell

23

Motivation & Green Behavior: Some Illustrative Examples

Young, trendy, action-oriented

Sustainable Clothing @ Target = Self-Expression Sell

Kill-A-Watt™

24

Recent VALS Studies on Green Topics

2006 The American Environmental Values Survey

2007 Calif. Depart. of Conservation Recycling Campaign

2008 The American Climate Value Survey

2008 Sacramento Municipal Utility Study

2009 Eco-Japan 2009 Program

25

2006

-How Can Environmentalists best message to the public (as opposed to themselves) about eco?

-What avenues exist for the diffusion of eco-awareness? (similar to innovation diffusion with products)

26

Definitions of “Environment” Vary:

Excitement outdoors

Hunting habitatCity parks and playgrounds

State historical park

Global concerns

Excitement outdoors

Hunting habitat

Family fun outdoors

27

2006 Insights

Change Leaders (Innovators) can be motivated to solve environmental problems with sophisticated messaging about financial and lifestyle trade-offs

— The “Rest of America” (ROA) requires a different approach that represents an incremental adaptation of their familiar lifestyles—and for some a “slow” adaptation of tradition

Achievers are the weak link in the chain because they don’t emotionally connect with the problem (and have too many competing priorities)— Have softer, less committed positive environmental attitudes— Follow the status quo; give more credit to big business— Don’t really get the health connection

28

2006 Insights

For Thinkers consumer behavior is the easier path; stronger hurdle with political behavior — Motivated by “Total Cost of Ownership” regardless of party

affiliation— Willing to make incremental changes; new evidence

provides motivation to reevaluate

Experiencers have an erratic profile consistent with their personalities

— The least motivated to engage in mainstream green behavior because lots of people do it and it’s ‘slow’

— Want to be inspired

29

2007

PROJECT GOALS

Raise the curb-side recycling rate from 65% to 80%

OBJECTIVES

Identify drivers for recycling

Match VALS consumer segments with recycling drivers

Identify and prioritize strategic options

Develop 1-3 specific actions for implementation

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Survey Finding: Achievers Recycle Primarily from the Car

15

25

35

45

Recycle ALL from car

Innovator = INThinker = THBeliever = BEAchiever = ACStriver = SVExperiencer = EXMaker = MKSurvivor = SU

Percent

IN TH AC SV EX MK SUBE

This makes sense relative to the time they spend on the road with family. Here, too, most groups could

improve their recycling.

31

Target = Achievers

31

• Seek positive evaluation from their peers

• Status conscious

32

“Brothers”MAN: My brother and me…not too much alike.

Like the other day when he was visiting, he was shocked to see me carry the recycling bin out to the curb. He asked if I had turned over a new leaf. I said no — I’m still the yin to your yang, brother. I just don’t like seeing all those empty bottles and cans sit there and become nothing. So I toss ‘em into the bin. Then I suggested he hop in there, too. And pointed out that he might actually become something one day.

ANNCR: Recycle. It’s in your hands. To learn more, visit bottlesandcans.com.

Ad created by

For CA Dept of Conservation

Radio Ad:

33

How Would You Target Action-Oriented Consumers?

34

2008

PROJECT GOALS

Diagnose global warming attitudes specifically

OBJECTIVES

Identify appeals to message about global warming to different consumer types

Identify and prioritize strategic options

35

Key Findings

The ACVS showed that only 18% of U.S. consumers strongly agreed that global warming is happening, is harmful, and is caused

by humans.

Why such low levels of support?

-The “Partisan Divide”

-Cultural Gender

36

A Frame of Reference

Feminine

女性的やさしい

Masculine

男性的タフな

High Status

Low Status

Positive Attitudes

Towards Global Warming Problem

Negative Attitudes

Towards Global Warming Problem

37

What Was Missing? Maker lifestyles

• Many males work in trades as carpenters, electricians, plumbers, and repair people

• The epitome of “do-it-yourselfers”

• Enjoy being helpful to neighbors and buddies

• Spend time in nature camping, hunting, and fishing

• Many live outside of urban areas where home prices are lower, home lots are larger, and where they can “build” the type of life they enjoy

• Prefer country music (story) and rock (masculine) music over classical music or public radio

38

ecoAmerica Responded:

39

The Alliance for Climate Protection Responded:

40

California Department of Conservation Campaign: “Stand For Less”

Target = Thinkers

41

California Department of Conservation Campaign: “Stand For Less”

Target = Achievers

42

2008

Identify Targets for Energy Efficiency Programs

43

2009 Eco Japan

Diagnose Environmental Attitudes (including Global Warming) in Japan

Identify Appeals to Message to Different Consumer Groups about the Environment

Find Opportunities for Green Business Growth

44

TrendyTrad

High Status

Low Status

Global warming is a traditional issue in Japanese society

日本の文化の中では、「地球温暖化」はトラッドな課題

45

女性的やさしい

男性的タフな

High Status

Low Status

日米双方の文化の中で、 「地球温暖化」は女性的な課題

Global warming is culturally feminine in Japan, too

46

Motivational Contrasts:

Integrators革新創造派

Can be actively green but hard to target as they constantly pursue change

積極的な「グリーン活動」を行う可能性はあるが、常に変化を追い求めるので、ターゲットには向かない

Ryoshki Innovators 　社会達成派

Strongly motivated by green ideals and novel eco-living solutions

「グリーン活動」の理想や、新しいエコ生活の方法等によって、強く動機付けされる

Self Innovators自己顕示派

Self-interest is a strong barrier (e.g. I can’t be bothered with this stuff); emphasize ‘new and exciting’

自分の興味関心がエコ活動への障壁。（そんなことに関わっていられない）　新規性と刺激を強調するのが鍵。

Traditional Innovators伝統尊重派

Their “ideas” of being green are stronger than their behaviors

グリーン活動への「思い」の方が、実際のグリーン行動よりも強い。

JapanJapan--VALSVALS

自己顕示派

同調派

雷同派

つましい生活派

社会派

社会達成派

革新創造派

伝統尊重派

自己派伝統派

イノ

ベー

ショ

ン・パ

ワー

47

Agree to:

Sorting out garbage is an annoying chore 6/29

The constant reminders about sorting out garbage are driving me crazy 3/16

I am tired of being told to do good things for the environment 5/20

I get bored when people talk about environmental issues 5/20

EcoJapan, Winter 2009

Stop Bugging Me! 　うるさく言うのはやめてくれ

ゴミの分別は面倒な雑用だ。　 6/29%

いつもいつもゴミ分別をするように言われると、イライラする。　 3/16%

環境に良いことをしなさいと言われるのに、飽き飽きしている。　 5/20%

環境問題についての話を聞くのは、飽き飽きしている。　 5/20%

48

10

20

30

40

50

Type

Integrator

Trad-I

Trad-A

Ry-I

Ry-A

Self-I

Self-A

Hi Prag

Low Prag

Sustainer

Percent

Base = 25% of adults

Note: The graph represents the top 25% of the factor score distribution by JVALS

EcoJapan, Winter 2009

Self Innovators are more likely to reject being told what to do

革新 | 伝統 | 伝 A | 社会 | 社 A | 自己 | 自 A | 同調 | 雷同 | つましい

49

CSR Items:

Company funds the planting of trees to protect mountains and rivers

Company has reduced CO2 emission at their offices and factories.

Company uses clean energy to power their shops and/ or factory

Company spends money on innovation for environmental solutions

Company restrict itself with higher quality control standard than the regulation requires

Company collaborates with local community for eco-friendly activities.

Company currently donates money to environmental causes

EcoJapan, Winter 2009

山や水源の保護のための植林に資金を提供している。

自社のオフィスや工場でＣＯ２の削減を行っている。

自然エネルギーを店や工場で使っている。

環境対策の革新のために、資金投資している。

法律で規制されているよりも高い品質管理基準で、自社を管理している。

地域コミュニティと協力して環境活動を行っている。

環境のために寄付をしている。

Pro-Active and Environmentally Focused 1/2

50EcoJapan, Winter 2009

CSR Items (continued):

Company collaborates with customers for eco-friendly acts (for instance, asking

customers to bring their own eco-friendly bag)

Company has no regulation violations

Company uses less natural resources in their manufacturing than competitors

Company contributes funds to people in need (for instance, poor or sick)

Company funds/support environmental education for children

Company creates jobs for their local communities

お客様と協力して、環境に優しい活動をしている（たとえば、お客様に自分のエコバックを持ってくるようにお願

いする）。

法律（規範や規則）を守ることを徹底している。

競合企業よりも、製造工程で天然資源を少なく使っている。

困っている人たちに資金支援を行っている（貧困や病気など）。

子供を対象とした環境教育を支援・資金提供している。

地域の雇用創出に貢献している。

Pro-Active and Environmentally Focused 2/2

51

10

20

30

40

50

Type

Integrator

Trad-I

Trad-A

Ry-I

Ry-A

Self-I

Self-A

Hi Prag

Low Prag

Sustainer

Percent

Base = 25% of adults

Note: The graph represents the top 25% of the factor score distribution by JVALS

EcoJapan, Winter 2009

RI’s most strongly relate to Pro-Active CSR, RA’s follow their lead

High Prags needs

a reason to care.

革新 | 伝統 | 伝 A | 社会 | 社 A | 自己 | 自 A | 同調 | 雷同 | つましい

52

Agree to:

I believe that prevention of global warming and comfortable temperature at home go

together 15/64

Exporting green technology is the best way for Japan to get ahead in the global economy

25/57

Environmental jobs will boost the economy 12/56

Environmentally friendly lifestyle sounds like a good way to live, not a sacrifice 12/54

EcoJapan, Winter 2009

地球温暖化への対応と家で快適に暮らすことは両立できると思う。　

15/64%

環境技術（太陽電池、風力発電など）を世界に広めることが、日本が世界経済で先んじるための最善の道だ。　

25/57%

環境関連の仕事が、経済を活性化させるだろう。 13/56%

「環境に優しい生活スタイル」とは、犠牲を払うことではなく、気分良く生

活することだと思う。　 13/54%

No Sacrifice/No Compromise 　妥協なし /犠牲なし

53

No Sacrifice is polarizing; TI, RI and Integrators lead on seeing the upside

10

20

30

40

50

Type

Integrator

Trad-I

Trad-A

Ry-I

Ry-A

Self-I

Self-A

Hi Prag

Low Prag

Sustainer

Percent

Base = 25% of adults

Note: The graph represents the top 25% of the factor score distribution by JVALS

EcoJapan, Winter 2009

Likely SI’s will relate to this perception if packaged in way they can uniquely own.

革新 | 伝統 | 伝 A | 社会 | 社 A | 自己 | 自 A | 同調 | 雷同 | つましい

54

Current Plans for Eco Japan 2010

Multi-Client effort with private workshops

Follow-ups and refinements of 2009 data and insights

Open Questions:-Which of the appeals/strategies implemented in your company

worked?-Are companies gaining further momentum with green activities?

-Anticipating future eco needs and consumer attitudes-Developing deeper profiles of lifestyle contents that are in

competition with green behaviors

55

Appendix

56

Innovator Lifestyles

• Engage in a wide range of activities

• Committed to life-long learning; avidly read literary, scientific, and business magazines

• Travel frequently for pleasure and business

• Support the arts and public-funded media

• Contact public policy makers and elected officials

57

• Equally smart but less sophisticated than Innovators

• Value substance over aesthetics; less concerned about fashion and style than utility and value

• Enjoy process, discussion, and debate

• Avid readers of non-fiction books, scientific, and topical magazines

• Listen to, and support, public radio

• Volunteer and contribute to social organizations

• Exercise for health

Thinker Lifestyles

58

Achiever Lifestyles

• Set goals and have agendas; run everything right on time

• Buy products that increase efficiency and productivity of work and family life

• Dress fashionably but not fashion-forward

59

Experiencer lifestyles

• Youngest VALS group; over half are single

• Have large social networks

• Want to look good—personal packaging; form over substance

• Can express themselves “loudly”

• Are impulsive buyers

• Look for settings and activities that are unusual, fun, or exciting

• Want to be first