jon cope students talk 2
TRANSCRIPT
THE ETHICAL CONSUMER & 7 WAYS TO MARKET TO THEM
73% OF GLOBAL MILLENNIALS WILLING TO PAY MORE TO BUY FROM THOSE MAKING A POSITIVE SOCIAL OR ENVIRONMENTAL IMPACT (VS 50%, 2014)
“Consumers in developing markets are often closer to and more aware of the needs in their surrounding communities as they are reminded daily of the challenges around them, which leads to a desire to give back and help others.”
Rates were lower in North America and Europe than in the Middle East, Africa, Asia, and Latin America.
Nielsen Global Survey on Corporate Social Responsibility
Millennials 3x more favourable to Sustainable brands than 35-49 year olds
GLOBAL GENERATION GAP
3x 12xNielsen Global Survey on Corporate Social Responsibility
Millennials 12x more favourable to Sustainable
brands than 50-65 year olds
0 20 40 60 80 100
CHINA
CANADA
INDIA
BRAZIL
AUSTRALIA
UK
USA
TURKEY
S KOREA
NIGERIA
MEN & WOMEN SHOULD BE TREATED EQUALLY
0 20 40 60 80 100
BRAZIL
INDIA
TURKEY
INDONESIA
CHINA
NIGERIA
USA
AUSTRALIA
UK
S KOREA
IT'S IMPORTANT TO MAKE A WIDER CONTRIBUTION TO SOCIETY
0
10
20
30
40
50
60
USA EUROPE APAC MENA
% WILLING TO PAY A PREMIUM FOR EACH HEALTH ATTRIBUTE
ALL NATURAL GLUTEN FREE MADE FROM FRUITS VEGETABLES SUSTAINABLY SOURCED ORGANIC
“Consumers seek comfort from modernised updates of age old formulations, flavours and formats.” (Nielsen, 2016 Food Trends)
MARKETSMAKING
REMEDIESBUTTER
ARTISANAL BICYCLESTEA
LOCAL
(Across 16 markets) in natural/organic skin care by country India, Indonesia and China scored the highest.
With China and India having a history of skin care remedies including medicinal and natural plant extracts or herbal ingredients, this is not surprising.
Local brands including Inoherb and Herborist have benefited from such a consumption trend. Herborist was in the global top 10 fastest-growing brands in 2014, with 17% growth.
Euromonitor International’s Online Survey on Personal Appearances
ETHICAL MARKETING 1. TRANSPARENCY & TRUTH
“Sainsbury's Holme Farm' is actually a packing plant on an industrial estate.”DAILY MIRROR
Shoppers might be expecting this, and not a flat roofed industrial plant
2. POLITICAL SOLIDARITY
'We used to joke and say, God please destroy the school ... and he did.'
3. ETHICAL CONSUMPTION
PEAK STUFFACCORDING TO STEVE HOWARD HEAD OF SUSTAINABILITY AT IKEA WE MAY HAVE REACHED
4. CORPORATE RESPONSIBILITY
BRANDS SEEN AS CAUSING MANY PROBLEMS IN MODERN SOCIETY
CURINGJUST IMAGINE....
By 2020 we will help more than a billion people take action to improve their health and well-being. By 2030 our goal is to halve the environmental footprint of the making and use of our products as we grow our business. By 2020 we will enhance the livelihoods of millions of people as we grow our business.
5. COPING WITH STRESS
INFORMATION TECHNOLOGYSide Effects may include: Anxiety, Weight Gain, Sleeplessness, Addiction, Headaches, Tension and Inability to Concentrate.
TEXT
THE FRENCH GOVERNMENT IS REGULATING AGAINST OUT OF HOURS EMAIL
39% OF US EMPLOYERS OFFER SLEEP CLASSES
6. BEHAVIOUR CHANGE
IT’S NOT ABOUT MAKING NORMAL THINGS SEEM GREENIT’S ABOUT MAKING GREENTHINGS SEEM NORMAL
7. PRODUCT SERVICE SYSTEMS
CONCLUDING THOUGHTS
NOW THE QUESTION IS
CAN WE AFFORD TO BE NICE?
CAN WE AFFORD NOT TO BE NICE?
THE QUESTION USED TO BE
IN THE UK, MCDONALDS HAS EMBRACED HEALTHIER EATING WITH SALADS AND FRUIT BAGS, SUSTAINABLE SOURCING, ORGANIC, FREE RANGE, LOCAL, RECYCLING... CREATED FRESH MODERN CAFE DESIGN & EARNED 'BEST PLACE TO WORK' AWARDS
CONSECUTIVE QUARTERS OF UK GROWTH
40IN THE USA, MCDONALDS DID NONE OF THIS AND IS IN STEEP DECLINE LOSING 1/8 OF ITS VISITS BY YOUNG MILLENNIALS IN LAST 3 YEARS
Technomic Data, 2014
WHY BE MEAN WHEN YOU CAN
BE MEANINGFUL?
THE WELLBEEING REVOLUTIONAND HUMAN−FRIENDLY BUSINESS
BY JOHN GRANT