1Sustainable 6

Sustainable 6How brands can sustain

themselves into the future

An Amárach Report

June 2011

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About

Amárach

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30 permanent staff

+ 180 part time in cati/capi teams

100,000+ interviews last year

& over 400 focus groups

Irish management owned

Guaranteed Irish member

Clients in Ireland

+ UK, USA, Germany

Research Partners

UCD & ESRI

Full Service Research

+ field only

+ consulting

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Six Sources of Sustainable Branding

1.strategy

6.

sales

5.

savvy

3.

social

4. science

2.sentiment

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1. Strategy

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Sustainable 6 – Strategy:

Good branding – and good

marketing – has always been

about sustainability…

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What Is Marketing?

“The strategic business function that

creates value by stimulating, facilitating

and fulfilling customer demand.

It does this by building brands, nurturing

innovation, developing relationships, creating

good customer service and communicating

benefits.

With a customer-centric view, marketing

brings positive return on investment, satisfies

shareholders and stakeholders from business

and the community, and contributes to

positive behavioural change and a sustainable

business future.”

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2. Sentiment

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Sustainable 6 – Sentiment:

Sustainable brands must be

aligned with our deepest needs

and emotions…

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New insights from Evolutionary Psychology point to a greater importance for parenting and

the family in life satisfaction than assumed in late 20th century

„Old Maslow‟

„New Maslow‟

Forget Maslow

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Warm Feelings

Too

much

focus

here

Too

little

focus

here

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3. Social

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Sustainable 6 – Social:

The new world of social media

and social networks will

provide new pathways to

sustainability…

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Tipping Points

1980s 1990s 2000s 2010s

Year in which technology used by majority of Irish adults for first time:

landlineHome PC

2005

Mobile

2000

Internet

2007

Broadband

2009

Facebook

2011*

Smartphone

2012*

* Amárach forecast

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Only Connect

May 2009:

627,000

May 2011:

1,937,000

Facebook users in Ireland*

* socialbakers.com

64% of internet users

42% of Irish adults

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Net Promoter

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NPS Indicators for Ireland

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4. Science

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Sustainable 6 – Science:

We are going through a

revolution in our understanding

of human psychology, with

long-term implications for

sustainability & branding…

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In the Mind

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Behavioural Economics

“Behaviour is motivation filtered through opportunity.”

Clay Shirky

COM-B System

Source: Prof. Susan Michie

Capability:psychological or physical

ability to enact the behaviour

Motivation:reflective and automatic

mechanisms that activate or

inhibit behaviour

Opportunity:physical and social

environment that enables

the behaviour

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COM-B in Action

Capability:psychological or physical

ability to enact the behaviour

= low rate of tax

Motivation:Reflective and automatic

mechanisms that activate or

inhibit behaviour

= tax + social norms

Opportunity:physical and social environment

that enables the behaviour

= choice at checkout

COM-B & the Plastic Bag Tax

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5. Savvy

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Sustainable 6 – Savvy:

Brands seeking sustainability

will have to work with

consumers – convincing them

that sustainable is smart and

not „stupid‟…

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Economising Habits

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Changing Habits 1

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Changing Habits 2

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Not Just Price

Most Important Factors in Deciding where to Shop for Goods/Services

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Eco-Shopping

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6. Sales

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3. The Smart Future

next wave capitalism

Sustainable 6 – Sales:

Those brands that are aligned

with the long-term dynamics in

Irish consumer markets will

„double‟ their investment in

sustainability…

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Demography Is Destiny

-15.0%

-10.0%

-5.0%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

0-9 years

10-19 years

20-29 years

30-39 years

40-49 years

50-64 years

65-74 years

75+ years

total

Not So Young

% Change 2000-2007 % Change 2007-2010

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Saved by Spending

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Towards a

Sustainable

Recovery

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Sustainable Marketing

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This Time Is Different

Unsustainable Sustainable

New Is Better Better Is Better

What Customers Want What Customers Value

Features & Benefits Feelings & Experiences

Be Cool Be Human

Bells & Whistles Keep It Simple

Personal Autonomy Family Integrity

Part of the Problem Part of the Solution

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Resilience is generally defined as the ability to bounce back

from disturbance and to cope with adversity. Resilience

builds upon foundations of sustainability, embracing the

core idea of not letting the demands of the present starve the

needs of the future.

Resilience

Faced with the inability to sustain our past, we reinvent

ourselves for a new context. Resilience is intimately

connected to the practice of creating futures. It is not enough

simply to bounce back: one has to bounce forward into hope

and purpose.

Miriam Lueck Avery

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Call us on 01 410 5200 if you want your business to

bounce forward to success:

Mark Nolan Managing Director

or Michael McLoughlin Chief Executive

or Gerard O’Neill Chairman

for a confidential discussion about your needs and to

explore how we can help you succeed through world

class market research.

e. gerard.oneill@amarach.com

w. www.amarach.com

b. www.amarach.com/blog

t. twitter.com/AmarachResearch