consumer market research on sustainability - mindclick
DESCRIPTION
Presentation on market research regarding people's attitudes and feelings toward sustainability, by Mindclick. Learn more about Sustainable Business & Design at: http://sustainablelifemedia.comTRANSCRIPT
Consumers v. Business:Crossing the Green Chasm
JoAnna AbramsJohn BurshekMindclick Group
PROPRIETARY & CONFIDENTIAL2
Are Consumers There?
2
1928
2004
Do they know where you are?
PROPRIETARY & CONFIDENTIAL3
Over 60% Are Believers
And they account for $522 Billion in discretionary spending:
Importance Beliefs to Reduce Global Warming
Con
cern
for G
loba
l War
min
g
NonBelievers
Indifferents
PassiveAwares
Enthusiasts Alarmists
ActiveAwares
Market SizeTotal Annual Expenditures:$3.3 Trillion*
Discretionary Expenditures:$522 Billion*
*Source: US Dept of Labor Statistics 2005
Source: © 2008 MindClick Consumer Global Warming Monitor™3
PROPRIETARY & CONFIDENTIAL4
Consumers Are Engaged Regardless of Beliefs
Average Number of “Green” Actions
% T
akin
g “G
reen
” Ac
tions
Non-Believers
Indifferents
PassiveConcerns
ActiveConcerns
Enthusiasts Alarmists
Source: © 2008 MindClick Consumer Global Warming Monitor™
6 -7 green actions 10-11 green actions
4
PROPRIETARY & CONFIDENTIAL5
60 58
4944 43
36 3531
26
13
4
0
10
20
30
40
50
60
70
Recycledpaper, glassand plastic
Installedenergyefficient
lights/bulbs
Washedclothes incold water
Switched offelectronics at
night
Recycledtechnological
wasteproducts
Receivedstatements
online
Reducedbottled
water/singleserve drinkpurchases
Switched tore-usablebags forgrocery
shopping
AdoptedReduce,Reuse,Recycle
approach forfamily
Composted Calc envirfootprint
Action/Product can be Mass Market Successful (36%)Action/Product can be Niche Market Successful (15%)Current U.S. Market penetration of the Internet
Proven By Their Actions
Source: © 2008 MindClick Consumer Global Warming Monitor™
5
PROPRIETARY & CONFIDENTIAL6
37 3632
19 1915
9 61
0
10
20
30
40
50
60
70
Purchasedhigher
concentratelaundry
detergent
Purchased inbulk vs single
serving
Purchasedproduce from
farmer'smarket or
locally grownoutlets
Purchasedorganic
cleaningsupplies
Purchasedorganic Milk
Purchasedorganic
health andbeauty
products
Purchased anew vehiclethat is morefuel efficient
Purchasedorganic
clothing,towels,
sheets, etc
Purchased ahybridvehicle
And Their Purchases
Action/Product can be Mass Market Successful (36%)Action/Product can be Niche Market Successful (15%)Current U.S. Market penetration of the Internet
Source: © 2008 MindClick Consumer Global Warming Monitor™6
PROPRIETARY & CONFIDENTIAL7
Engaged--Despite Lack of Belief In Impact
Only 17% believe what they’re doing is making a difference!
Source: © 2008 MindClick Consumer Global Warming Monitor™ 7
PROPRIETARY & CONFIDENTIAL8
And Willing To Go Farther
Will consumers respond to simple yet radical ideas and concepts? They say YES!!
To reduce waste and take care of the environment, 55% are highly likely to switch to another milk brand that offered reusable glass bottles.
44% are highly likely to purchase coffee from a different brand than their usual if it offered a reusable mug program vs. disposable cups.
Source: © 2008 MindClick Consumer Global Warming Monitor™8
PROPRIETARY & CONFIDENTIAL9
Regardless of Belief In Global Warming
• Why are you likely to purchase coffee from Brand X based on a reusable mug program?
Source: © 2008 MindClick Consumer Global Warming Monitor™
– “...shows the company is taking global warming seriously...it gives every day people something they CAN do easily. There would be no excuse not to make that little bit of effort to carry your mug.”
– “Sounds like a good initiative, even though i don't buy into all this global warming mumbo-jumbo, i still like to do things that are good for the environment.”
– “Don't give a crap about recycling, but it creates a bond between all the customers and the staff at Brand X.”
– “better for the environment and easier on my conscience”
– “i like their idea and their initiative. its nice to see a company go out on a limb a bit to help the environment”
– “Not because it's reusable or earth friendly, but because it sounds like a good program assuming that there is NO extra cost to the consumer.”
– “Why not, we drink out of coffee cups in restaurants that have been used before, what's the difference? AND, of course it would create less garbage!”
– “sounds cool and very customer-oriented on top of caring for the environment”
9
PROPRIETARY & CONFIDENTIAL10
Consumers Believe We’re All Accountable
Consumers hold government, business and individuals equally responsible for changing behavior, habits and practices :
Source: © 2008 MindClick Consumer Global Warming Monitor™ 10
PROPRIETARY & CONFIDENTIAL11
And Don’t Believe Business Is Delivering
Only 16% believe that businesses are working to address the problems of global warming.
Source: © 2008 MindClick Consumer Global Warming Monitor™ 11
PROPRIETARY & CONFIDENTIAL12
“Green” terms are failing to connect with consumers.
Why The Disconnect?
Source: © 2008 MindClick Consumer Global Warming Monitor™ 12
PROPRIETARY & CONFIDENTIAL13
Too Much Jargon
Homes will truly “fit” here, blending ecologically and
naturally into the unmatched pristine setting and will be
built of concrete (www.polysteel.com) with
sustainable, energy-efficient designs and the newest eco-
density™ concepts.
All the consumer “gets” in this ad is: Another place on the coast to live. The rest . . . confusion.
13
PROPRIETARY & CONFIDENTIAL14
And Lack of Innovation
Slapping A “Green” Label On An Existing Product Doesn’t Fool Anyone
Go “green” this summer!
Ride any of these ZERO-emission vehicles & have fun
reducing your carbon footprint!
14
PROPRIETARY & CONFIDENTIAL15
The Great Green Chasm
Expectations vs. Beliefs66% Believe Business Needs to Change 16% Believe Businesses Are Doing so
Actions vs. Attitudes77% Engaged in “Green” Activities/Purchases 40% Don’t Believe
Language vs. JargonReduce, Reuse, Recycle Certified, Sustainable, Carbon Neutral
Consumer “Green” Concepts vs. Business “Green” ConceptsInnovation, Simple, Easy Green Labels/Minor Product Changes
15
PROPRIETARY & CONFIDENTIAL16
Is Anyone Getting There?
While differences in awareness, image and influence exist in consumer’s minds between companies, NO company or product is a real overall leader:
16
PROPRIETARY & CONFIDENTIAL17
Toyota & Whole Foods
17
PROPRIETARY & CONFIDENTIAL18
Bridging The Chasm
Push the envelope on product development and innovation and see how far your target
audience is willing to go
Create “green” messages that are understandable, believable, trustworthy and
relevant
Be mindful of balance between delivering basic expected benefits and “green”
Position/package based on understanding the “green” perspective of your target audience
18
PROPRIETARY & CONFIDENTIAL19
MindClick’s Sustainability Practice
19
Designed and created to give companies a definitive understanding of the success potential of current green initiatives.
Provides a competitive positioning map of a company’s green initiatives against primary industry competitors.
Answers the question, is your company a true leader or simply riding the wave of changing consumer’s behavior and attitudes?
Establishes a benchmarked protocol for testing creative messaging, advertising and other marketing communication to maximize effectiveness.