Ross Wyatt - Findings from the 'Green Shopper Survey' - Presenatation form the National Green Brands Forum, Melbourne 17th June 2010

by 3 Pillars Network on Jun 20, 2010

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Is the concept of the Green Shopper a myth or reality? How green are Australian shoppers? What do they buy? Ross Wyatt explores the findings of the Green Shopper Survey (Jun 2010) at the National Gr

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Is the concept of the Green Shopper a myth or reality? How green are Australian shoppers? What do they buy? Ross Wyatt explores the findings of the Green Shopper Survey (Jun 2010) at the National Green Brands Forum.

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Ross Wyatt - Findings from the ’Green Shopper Survey’ - Presenatation form the National Green Brands Forum, Melbourne 17th June 2010 — Presentation Transcript

Green Shopper – Myth, reality or just misunderstood

A word about segmentation

How many ways can we slice and dice green consumers?... Really?

A word about segmentation

Activating our “green centre”

Scale, Sensors, and Sensibilities

“ The key to becoming a contemporary corporate leader is to take on the responsibilities for externalities – what economists call the impacts you have on the world (like pollution) for which you are not called to account.”

Methodology

1,000 intercept interviews outside 4 Woolworths stores

Toorak

Dandenong

Marrickville

Plumpton

Respondents answered several questions and asked to dig in their trolleys for “green” products

Seek to examine the gap between intent and behaviour

Mind the gap

Just how concerned are they?

Quite a bit really…

50% are “a lot” or “quite a lot” concerned about the impact their purchasing decisions have on the world.

A further 34% acknowledge they are “a little concerned”.

Only 7% admit they are unconcerned.

Just how concerned are they?

About many things…

51% are “a lot” or “quite a lot” concerned about the lack of information and green labelling.

A further 29% acknowledge they are “a little concerned”.

Only 6% admit they are unconcerned.

Just how concerned are they?

Especially about truth…

74% are “a lot” or “quite a lot” concerned about the wrong environmental information (greenwash).

A further 15% acknowledge they are “a little concerned”.

Only 5% admit they are unconcerned.

What concerns them?

Who do they trust?

What’s important to them?

What are they prepared to give up?

What did the Green Shoppers buy?

Toilet paper – 23%

Dishwashing Liquid – 16%

Free Range Eggs – 16%

Laundry Liquid and Powder – 10%

Fresh Fruit and Vegetables – 9%

Tuna Salmon – 5%

Milk – 5%

Paper Towels – 4%

Chicken – 4%

Light Bulbs – 4%

Conclusions

There is a green shopper in all of us – the challenge is to activate it

No one’s responsibility? Or everyone’s

Gruen us Green

A shared, coordinated approach

The study is available at…

www.netbalance.org

Thank you

Ross Wyatt - Findings from the 'Green Shopper Survey' - Presenatation form the National Green Brands Forum, Melbourne 17th June 2010

by 3 Pillars Network on Jun 20, 2010

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Ross Wyatt - Findings from the ’Green Shopper Survey’ - Presenatation form the National Green Brands Forum, Melbourne 17th June 2010 — Presentation Transcript