Marketing Sustainability to Women
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Marketing Sustainability to Women
Diane MacEachernBig Green Purse
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Diane MacEachern www.BigGreenPurse.com
Girlfriend
Mandy• 40’s• 3 kids• Bethesda, MD
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Diane MacEachern www.BigGreenPurse.com
Girlfriend
Susan• 60’s• 2 daughters• WDC
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Diane MacEachern www.BigGreenPurse.com
Girlfriend
Robyn• 30’s• Single• WDC
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Diane MacEachern www.BigGreenPurse.com
Girlfriend
Sue• 40’s• 2 kids• Suburban MD
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Diane MacEachern www.BigGreenPurse.com
Me
Diane (Me)• 50’s• 2 kids• Suburban MD
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Diane MacEachern www.BigGreenPurse.com
Question
Who are we?
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Diane MacEachern www.BigGreenPurse.com
Who Are We?
CPO’s of the home• 80-85% of all retail consumer purchases• 92% - Groceries• 80% - Home improvements• 55% - Consumer electronics• 52% - New vehicle sales• 50% - Stock market investments(Tom Peters, 2004; Consumer Electronics Assoc., 2004; Road & Travel Web, 2004, Allianz 2006)
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Diane MacEachern www.BigGreenPurse.com
Who Are We?
CPO’s at work• 51% - Professional, manager position• 53% - Purchasing managers, buyers• 58% - Wholesale, retail buyers• 50%+ - Human Resource, Admin dept. heads
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Diane MacEachern www.BigGreenPurse.com
Women – Biggest Spenders By Far
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90211 296 340 581
646785
6,144
Trendsight
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Diane MacEachern www.BigGreenPurse.com
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Diane MacEachern www.BigGreenPurse.com
Who Are We?
Concerned Caretakers• Toxins in utero• Body burden• Victims of environmental disasters• More heart attacks
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Diane MacEachern www.BigGreenPurse.com
Who Are We?
Green Consumers• 50% want more green choices (Frank About Women, G&G, 2007)
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Diane MacEachern www.BigGreenPurse.com
Goal
Use purse to protect the planet
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Diane MacEachern www.BigGreenPurse.com
Question
Will we buy?
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Diane MacEachern www.BigGreenPurse.com
Obstacles – What?
Cost:• Greener products too
expensive for 74%(GfK Roper 2007)
• I don’t have enough money!
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Diane MacEachern www.BigGreenPurse.com
Obstacles – What?
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Susan• 60’s• 2 daughters• WDC
Cost:• Greener products too
expensive for 74%(GfK Roper 2007)
• I don’t have enough money!
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Diane MacEachern www.BigGreenPurse.com
The Money Pit
The Biggest Concerns• Money, health and body image• 54% worry about losing house
or not being able to pay rent(Publicis)
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Diane MacEachern www.BigGreenPurse.com
Quality:• “Greener products don’t
work well” say 61%(GfK Roper 2007)
Obstacles – What?
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Diane MacEachern www.BigGreenPurse.com
Obstacles – What?
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Robyn• 30’s• Single• WDC
Quality:• “Greener products don’t
work well” say 61%(GfK Roper 2007)
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Diane MacEachern www.BigGreenPurse.com
• CFLs• Organic cotton clothes• Paper
Green STINKS!
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Diane MacEachern www.BigGreenPurse.com
Obstacles – What?
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Confusion:• Vast majority don’t really know what to do
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Diane MacEachern www.BigGreenPurse.com
It’s Confusing!
• “As much as terms have been tossed around, many people … are unclear as to what they mean.”
• “Eco-friendly, fuel-efficient, biodegradable, natural are used in different categories to emphasize green, but can confuse and cloud the mind of consumers.”
(Landor Study)
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Diane MacEachern www.BigGreenPurse.com
Obstacles – What?
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(In)convenience:• Supply not available
• Organic food: 3.5%• Shade coffee: 2%• Efficient cars: 5%
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Diane MacEachern www.BigGreenPurse.com
Obstacles
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Comfort/Completeness:• All or nothing at all• Women feel more guilty (Yale, UK)
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Diane MacEachern www.BigGreenPurse.com
Obstacles – Why?
Producers’ Credibility Gap“Almost all companies are saying that they are
environmentally-friendly, and it’s hard to know who’s telling the truth.”
• General Public – 77%• LOHAS Consumers – 88%(NMI – 2007 LOHAS Consumer Trends Database)
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Diane MacEachern www.BigGreenPurse.com
Obstacles – Why?
Producers’ Credibility Gap• Over promise / Under deliver
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“Compostable” water bottles?I don’t think so!!
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Diane MacEachern www.BigGreenPurse.com
Obstacles – Why?
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Producers’ Credibility Gap• Over promise / Under deliver• Myths percolate, perpetuate
“Compact fluorescent bulbs could kill me!”
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Diane MacEachern www.BigGreenPurse.com
Obstacles
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Producers’ Credibility Gap• Over promise / Under deliver• Myths percolate, perpetuate• Intangible vs. tangible
“Better environment” vs. Packaging
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Diane MacEachern www.BigGreenPurse.com
Negative “Word of Mouth”
• “Brands better at figuring out what I want/need” – 53%
• “Advertisers don’t understand me” – 72%
(Publicis)
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Diane MacEachern www.BigGreenPurse.com
Negative “Word of Mouth”
• “Brands better at figuring out what I want/need” – 53%
• “Advertisers don’t understand me” – 72%
(Publicis)
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Mandy• 40’s• 3 kids• Bethesda, MD
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Diane MacEachern www.BigGreenPurse.com
• For average business, every 1 point increase in WOM advocacy = £8.2 mm sales increase
• 1% reduction in negative WOM = £24.84 mm in additional revenues
(London School of Economics)
Why Does “WOM” Matter?
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Diane MacEachern www.BigGreenPurse.com
Why Does “WOM” Matter?
• Brands with the most conversations in their category grow 4x faster than the category average (LSE)
• Increasing conversations by 12% doubles sales growth (Bain)
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Diane MacEachern www.BigGreenPurse.com
Look Who’s Talking!
Conversation is how women get, give information
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8,000 words per day
20,000 words per day
vs.
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Diane MacEachern www.BigGreenPurse.com
Look Who’s Talking!
Women• Not just in person:
36.2 million in the blogosphere (15.1 million write own blogs; 21.1 million read, comment)
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Diane MacEachern www.BigGreenPurse.com
What are we saying?
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Women• 84% tell others when they’ve
had a great brand experience• 75% “often or all the time” talk
about brands they feel strongly about
• 50% will tell people about brands they love even when not asked
(Publicis)
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Diane MacEachern www.BigGreenPurse.com
What Are We Saying?
Men• product reviews,
news reports
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Women• product advice,
lifestyle suggestions
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Diane MacEachern www.BigGreenPurse.com
Obstacles
WHAT?• Cost• Quality• Confusion• (In)convenience• All/Nothing at all
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WHY?• Credibility gap• Overpromise/underdeliver• Perpetuate myths• Stress intangibles
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Diane MacEachern www.BigGreenPurse.com
Solutions to make a green brand
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Diane MacEachern www.BigGreenPurse.com
Solutions
Be Bold!• Urge customers to buy 20% less
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Diane MacEachern www.BigGreenPurse.com
Solutions
Be Bold!• Urge customers to buy 20% less• “Miracle on 34th Street”
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Diane MacEachern www.BigGreenPurse.com
Solutions
Pay Attention• Buy Nothing Day
– 2002: Canada– 2007: 65 Countries
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Diane MacEachern www.BigGreenPurse.com
Solutions
Walk the walk
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Diane MacEachern www.BigGreenPurse.com
Solutions
Make choice easy • 3rd party certification
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Diane MacEachern www.BigGreenPurse.com
Solutions
Make choice easy • 3rd party certification• LCA sustainability standards
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Diane MacEachern www.BigGreenPurse.com
Solutions
Tell it like it is – at point of purchase, online
• Admit you’re better, not perfect• Explain higher costs…and
higher benefits
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Diane MacEachern www.BigGreenPurse.com
Solutions
Tell it like it is – at point of purchase, online
• Admit you’re better, not perfect• Explain higher costs…and
higher benefits
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Sue• 40’s• 2 kids• Suburban MD
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Diane MacEachern www.BigGreenPurse.com
Solutions
Fund the transition:• 1% for the planet?• 2% for the future?
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Diane MacEachern www.BigGreenPurse.com
Who’s Doing It Right?
Best Buy – “Jill” store, Eden Prairie• Re-designed store environment
– Earth-toned carpeting, toned-down music– Hired more female employees– Trained all employees how to talk with women
• Open-ended questions, aimed at creating conversations
• “Month after month, ranks top in nation, based on sales & profits”
• Expanded concept nationwide
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Diane MacEachern www.BigGreenPurse.com
Who’s Doing It Right?
Bon Ami • Cleans almost everything• Nothing toxic• Third-party verified• Affordable• Transparent communications
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Diane MacEachern www.BigGreenPurse.com
Who’s Doing It Right?
Stonyfield Farms• fossil-fuel free• third-party verified• satisfies real need• creates community• built-in philanthropy
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Diane MacEachern www.BigGreenPurse.com
Who’s Doing It Right?
Forbo Marmoleum Flooring •SMaRT Certified•Transparent info•Cost-effective (replace a tile vs. the whole floor)•Positive word-of-mouth
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Diane MacEachern www.BigGreenPurse.com
Make money• LOHAS market: $209 Billion• P&G: $20 Billion by 2013Save money• Wal-Mart: $10B through less packagingBrand Expansion & Consumer Loyalty• Clorox Green Works: Jan to Mar 2008 $6M
What’s In It For You?
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Diane MacEachern www.BigGreenPurse.com
What’s In It For Us?
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Diane MacEachern www.BigGreenPurse.com
How to make a green brand:
• Promote 20% less• Get certified• Walk the walk• Tell it like it is• Fund the transition
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