progressive consumers: 12 ways into their hearts and carts
TRANSCRIPT
What You’ll See Today • 6 Key insights from our proprietary study that identified a new group of
progressive consumers – The Choicefuls – who eat, shop and live their values
• Retail innovations and approaches that appeal to this group
• Perceptions of brands by The Choicefuls vs. perceptions of same brands non-Choicefuls
• Implications for your brands
Methodology
Amazon fielded a proprietary quantitative study identifying a new segment of progressive consumers Sample • 1294 respondents • Adults (ages 18+) • National sample
26 29
17 13 14
27
16
22 16 18
0
10
20
30
40
50
18-34 35-44 45-54 55-64 65+
Gender Age
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49% 92 51% 109
Income Education
Everyone else
The Choicefuls
5 20
74
13 25
62
0 20 40 60 80
100
Some HS, HS Grad
Some College
College Grad
31
15 23
31
45
19 18 18
0 10 20 30 40 50
< $45K $45K- $64,999
$65K- $99,999
$100K + 21% of population
The Choicefuls
% people, index to general population (<80, >120)
1. They Live Their Values
• The Choicefuls live a value driven lifestyle, and their purchases reflect it.
• Even when it means spending more time researching a product or brand
77% more likely to out of my way to buy brands and products that have the same values as I do
89% more likely to typically do a lot of research on a product prior to making a purchase
Over 2X more likely to say it’s important to me to seek out products and brands that are produced using fair trade practices
They Live Their Values. Compared to everyone else, they are:
Tillamook: A Cheese that Cares
Slogan - “All natural, Farmer owned, Award winning Cheese”
Choiceful Values: • Clean food • Authentic • Quality
See video here: h1p://www.youtube.com/watch?v=7@MHi59qQw
2. They don’t see their healthy choices as a compromise • The Choicefuls know what they want, and are willing to
do a little extra work to get it.
95% more likely to say that living a healthy lifestyle is definitely a commitment of time and energy, but the benefits are worth it
10x more likely to prioritize exercise in my life even when that means making daily compromises in my schedule to make it happen
51% more likely to believe that healthy living may cost a little more, but the results are worth it
2. They don’t see their healthy choices as a compromise
92% happier with my current weight
30% happier with my professional success
42% happier with my work/life balance
3x happier with my fitness level
3. The Choicefuls know what they want, and are willing to do a little extra work to get it…. And they are happier for it.
42% happier with my sex life
4. Their values driven lifestyle goes beyond food
• To categories like pet care, personal care, household
products
35% more likely to be willing to pay more for earth-friendly household products and/or products with fewer chemicals
56% more likely to believe my approach to health is holistic – it’s about mind, body & spirit.
80% more likely to feed my pet in line with my own diet and lifestyle
4. Their values driven lifestyle goes beyond food
5. They are also open to new experiences
• They’re trying new healthy behaviors and products
• As well as new digital services and technologies
5. They are also open to new experiences.
Over 2X more likely to always be on the look out for new, exciting and cutting-edge approaches to health and wellness
32% more likely to use mobile banking apps to deposit checks via photo, do online bill pay or check balances
46% more likely to Use almond milk, rice milk, coconut milk, or hemp milk products
59% more likely to upload and share photos via Instagram
Over 3X more likely to say that people often ask my advice when it comes to making healthy lifestyle choices
50% more likely to regularly comment online, write online reviews, or blog about my life or about a topic that I’m interested in
2X more likely to like sharing information about living a healthy lifestyle with others
6. They are great connectors. Compared to everyone else, they are:
How do The Choicefuls perceive brands in the marketplace?
• Within various categories, we selected two brands
• Respondents were then assigned a brand from the list and asked to imagine that brand had come to life and had a personality
• Next, they rated that brand on 24 statements describing various personality
traits
• Utilized Brand Persona tool to better understand how The Choicefuls perceive brands
Brand Persona Wheel
Inner Directed
Outer Directed
Competitive Takes Charge Likes Spotlight
Decisive Confident Assertive
Sensitive Team Player
Good Listener Understanding
Kind Generous
Brand Persona Wheel Spontaneous
Structured
Outer Directed
Idea Centered Creative
Spontaneous Risk Taker
Flexible Big Picture
Cautious Prepared Logical
Structured Traditional
Stable
Competitive Takes Charge Likes Spotlight
Decisive Confident Assertive
Sensitive Team Player
Good Listener Understanding
Kind Generous
Inner Directed
Archetypes Prophet
Guardian
Director Team Player
Maverick
Broker
Idealist
Good Guy
Idea Centered Creative
Spontaneous Risk Taker
Flexible Big Picture
Cautious Prepared Logical
Structured Traditional
Stable
Powerful Wealthy Stylish
Upper Class Luxurious
Elite
Competitive Takes Charge Likes Spotlight
Decisive Confident Assertive
Free Spirit Rebellious Hip & Fun
Adventurous Rule Breaker
Carefree
Charismatic Heroic
Inspirational Enthusiastic
Idealistic Visionary
Sensitive Team Player
Good Listener Understanding
Kind Generous
Responsible Dependable
Virtuous Polite Loyal Fair
Non-Choicefuls Brand Perceptions
Idea Centered Creative
Spontaneous Risk Taker
Flexible Big Picture
Cautious Prepared Logical
Structured Traditional
Stable
Powerful Wealthy Stylish
Upper Class Luxurious
Elite
Competitive Takes Charge Likes Spotlight
Decisive Confident Assertive
Free Spirit Rebellious Hip & Fun
Adventurous Rule Breaker
Carefree
Charismatic Heroic
Inspirational Enthusiastic
Idealistic Visionary
Sensitive Team Player
Good Listener Understanding
Kind Generous
Responsible Dependable
Virtuous Polite Loyal Fair
Director
Maverick
Broker
Idealist
Good Guy
Prophet
Guardian
Team Player
The Choicefuls’ Brand Perceptions
Idea Centered Creative
Spontaneous Risk Taker
Flexible Big Picture
Cautious Prepared Logical
Structured Traditional
Stable
Powerful Wealthy Stylish
Upper Class Luxurious
Elite
Competitive Takes Charge Likes Spotlight
Decisive Confident Assertive
Free Spirit Rebellious Hip & Fun
Adventurous Rule Breaker
Carefree
Charismatic Heroic
Inspirational Enthusiastic
Idealistic Visionary
Sensitive Team Player
Good Listener Understanding
Kind Generous
Responsible Dependable
Virtuous Polite Loyal Fair
Director
Maverick
Broker
Idealist
Good Guy
Prophet
Guardian
Team Player
Implications for connecting with The Choicefuls
1. Embrace your “why”, not just your “what”
2. Authenticity is key
3. Work from the positive
4. Recognize that they like to research
5. Clap along if you feel like happiness is the truth
6. Catch their attention with unique innovation
7. They are quality seekers, look to prove quality in an innovative way
8. This group is more open to technology, make the most of it
9. Inspire and educate the Choicefuls to get to a next level
10. Give The Choicefuls an active role in communicating who you are and what you stand for
11. Mobilize them as your brand ambassadors
12. Identify and understand how Choicefuls perceive your brand persona
We’d love to help you better connect with progressive consumers
Liz Paul Nick Jones Director of Strategy Retail Practices Lead Amazon Advertising Arc Worldwide [email protected] [email protected] 415-655-7282 312-220-4533