Consumer Market Research on Sustainability - Mindclick

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?


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


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

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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


5


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



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


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.



Regardless of Belief In Global Warming

• Why are you likely to purchase coffee from Brand X based on a reusable mug program?


– “...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”

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Consumers Believe We’re All Accountable

Consumers hold government, business and individuals equally responsible for changing behavior, habits and practices :



And Don’t Believe Business Is Delivering

Only 16% believe that businesses are working to address the problems of global warming.



“Green” terms are failing to connect with consumers.

Why The Disconnect?



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.

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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

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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

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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:

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Toyota & Whole Foods

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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

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MindClick’s Sustainability Practice

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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.

http://sustainablelifemedia.com/�

Consumer Market Research on Sustainability - Mindclick

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Transcript of Consumer Market Research on Sustainability - Mindclick