Leveraging what buyers care about to move the market forward August 7, 2012 Changing the game for...
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Leveraging what buyers care about to move the market forwardAugust 7, 2012
Changing the game for biobased:
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We help companies define and leverage their sustainability commitment to gain a market advantage.
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Our Clients – We Know Sustainability
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Level setting
The market opportunity
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2009
2010
2011
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In which product categories are you searching for greener products?
70.8% 60.7% 59.2% 58.0% 46.5% 46.0%Light
bulbs/fixtures
Home cleaning
Laundry/dishwashin
g
Paper Food/beverages
Personal care
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How do you know that a product is green?
48.8% 39.7% 31.0% 25.0% 22.8%Ingredients,
content, energy
savings details
Label says so
Company has green reputation
Certified by 3rd party
Advertising says so
27.0%Researched on the internet
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Activities that enhance your corporate environmental reputation:
21.8% 21.5% 18.2% 17.1% 16.9% 15.8%Manufactur
e in the U.S.
Recycle Make recyclable products
Remove chemicals of concern
Make all-natural
products
Create no chemical
waste
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The best thing to read about a product’s packaging
27.7% 17.4% 14.7% 6.9% 5.9%Recyclable Biodegradabl
eMade ofrecycled content
Don’t know 30% less packaging
8.4%Made from renewable resources
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So why aren’t products labeled biobased flying off the shelves?
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Compared to other claims, the market doesn’t “get” the value
proposition
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Laundry Detergent Product Attributes
Brand Tide®
Arm & Hammer®
Seventh Generation®
Water conservation Low-water (HE) formulaTraditional (non-HE) formula
Price 150 oz./96 loads for $7.97150 oz./96 loads for $12.99150 oz./96 loads for $17.97
Formula Stain-fighting formulaCold water formulaBiodegradable formulaPlant-based formula
Sensitivity Free of perfumesFresh, clean scentFree of dyes and brighteners
Packaging Traditional, plastic bottleBiobased, non-petroleum bottleBottle-made with 50% post-consumer recycled content2x concentrated formula in a smaller bottle
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Green Pea Product Attributes
Brand Green Giant®
Birds Eye®
Cascadian Farm®
Production Traditionally grownGrown from non-genetically modified seeds/plants (no GMOs)USDA Certified OrganicProduced with no pesticides or chemical fertilizers
Source Produced in the USAProduced in ChinaProduced in Chile
Price $1.00$1.30$1.60
Packaging Plastic microwave steamer bagTraditional coated paperboard packagePaperboard package made with 30-percent post-consumer recycled fiberBiobased, non-petroleum plastic packaging
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So how can you help the market see the value
proposition and leverage the affinity for biobased?
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A Case Study
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Initial Request:We must get Americans to understand the vital
importance of water conservation.
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To create real behavior change we must:
• Move people from automatic behaviors to conscious choices
• Make the problem visual• Make the problem uncomfortable• Give them a specific, simple action step
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Aha!Wake people up to the moment when using water becomes wasting water.
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121 markets290 stations
432 million impressions
29% who saw it said it moved them to change
their water usage habits.
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Lessons Learned
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You don’t have to go it alone.
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You can make a bigger impact together.
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You can take greater creative
risks.
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Takeaways
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Don’t try to scare the market into buying
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Don’t try to educate the market into buying
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Connect them to the real, underlying benefits of biobased they actually care
about
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To create real behavior change you must:
• Move people from automatic behaviors to conscious choices
• Make the problem visual• Make the problem uncomfortable (in a light way)• Give them a specific, simple action step
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Together, you can drive demand for biobased products
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Discussion