Or:
How
I
learned
to
stop
worrying
and
love
climate
change!

Will
Villota


      AIGA
Portland

RESOURCE:
Green
Design
Expo

      April
22,
2010

•  Nonprofit
self‐funded
through
the
sale
of:

  –  Renewable
Energy
CerOficates
(RECs)

  –  Carbon
Offsets

  –  Water
Rest...
Today

•  Climate
Change
Concern


•  LOHAS
SegmentaOon


•  4
Lifestyle
Choice
Examples


•  Inspiring
consumers
to
acOon

Climate Change?
Concern
Over
Climate
Change
is
Declining 




                    NaOonal
MarkeOng
InsOtute
2009
LOHAS
Study

The
Problem
with
Climate
Change

    •  Lacks
a
Human
Face


    •  Does
Not
Violate
Moral
SensibiliOes



    •  Is
Not
P...
It’s
the
End
of
The
World
as
We
Know
It!

We
seem
to
have
a
“finite
pool
of
worry.”




                                                           It’s
the

        ...
Customer Segmentation
Lifestyle
of
Health
And
Sustainability

                      (LOHAS)





Source:
Natural
MarkeOng
InsOtute
2009
LOHAS
St...
Corporate
Social
Responsibility





Source:
Natural
MarkeOng
InsOtute
2009
LOHAS
Study

Sustainability
in
Purchase
Decisions

•  54%
of
shoppers
consider
sustainability
to
be
one
of

   their
decision‐making
fa...
“In
Which
product
categories
are
you

            searching
for
greener
products?”

    •  Home
cleaning
products:
75%


 ...
Me,
My
Family,
My
Pets,
My
Home

    Organic
Foods
                              Natural/Organic
Cleaners

    •  $24.9
bi...
In
2009,
there
were
about
1,500
new
product

launches
that
featured
claims
such
as
“sustainable”

“environmentally
friendl...
Renewable Energy
25%
of
uOliOes
servicing
50%
of
Americans
offer

         a
Green
Power
opOon…but…

NaOonal
Energy
Mix

                                Renewable

                                 Energy
=



              ...
Green
Power
ParOcipaOon
Rates





Source:
NREL

Even
LOHAS
Consumers
Lag





Source:
Natural
MarkeOng
InsOtute
2009
LOHAS
Study

Are
the
Benefits
Not
Clear?





Source:
Natural
MarkeOng
InsOtute
2009
LOHAS
Study

Is
Price
the
Problem?





Source:
Natural
MarkeOng
InsOtute
2009
LOHAS
Study

Energy Efficiency
If
given
$10,000
what
home

           improvements
would
you
make?

    Last
Year
                  This
Year

    •  Ene...
“Why
is
it
important
to
reduce
energy

                      consumpOon?”

     •  To
reduce
my
bills
          •  To
less...
Home
Energy
Audits




        20%
 10%


            Express
Interest
      Follow
Through





Source:
The
Shelton
Group

Barriers

    •  Dollar
savings
are
not
big
enough.


    •  Impact
they
can
make
is
so
small


    •  Future
benefits
to
t...
Transportation
10
Years
&
1.5
million
Hybrid…

                   but
sOll
only
3%





Source:
edmunds.com

Reported
Behavior
Changes





Source:
Natural
MarkeOng
InsOtute
2009
LOHAS
Study

How
Can
We
Inspire
More

Consumers
to
Take
AcOon?

4
Message
OpOons

Benevolence

Save
the
Environment

The
Single‐AcOon
Bias

        If
I
do
this
ONE
thing,
I’m
off
the
hook…

    •  The
mistake
is
to
perceive
or
communicate
...
Economic

Save
Money

Loss
is
a
Beber
MoOvator
than
Gain

     •  If
you
insulate
your
     •  If
you
fail
to
insulate

        home
fully
you
w...
Social
Norms

Don’t
Be
Leq
Out

Cialdini’s
5
Principles
of
Persuasion

•  Reciprocity


•  Scarcity


•  Authority


•  Commitment
&
Consistency


•  Cons...
Consensus


(DescripOve
Social
Norm)

We
follow
the
lead
of
others
like
us.

The
Power
of
Social
Norms

•  Benevolence

  –  Reuse
your
towels
to
help
save
the
environment.



•  Social
Norm

  –  Jo...
Summary

•  Avoid
ApocalypOc
Messages



•  Beware
the
single‐acOon
bias


•  Loss
outweighs
Gains


•  Leverage
social
no...
Will Villota: Market Research into Consumer Behavior on Sustainable Lifestyle Choices
Will Villota: Market Research into Consumer Behavior on Sustainable Lifestyle Choices
Will Villota: Market Research into Consumer Behavior on Sustainable Lifestyle Choices
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Will Villota: Market Research into Consumer Behavior on Sustainable Lifestyle Choices

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Will Villota: Market Research into Consumer Behavior on Sustainable Lifestyle Choices

  1. 1. Or:
How
I
learned
to
stop
worrying
and
love
climate
change!

  2. 2. Will
Villota
 AIGA
Portland
 RESOURCE:
Green
Design
Expo
 April
22,
2010

  3. 3. •  Nonprofit
self‐funded
through
the
sale
of:
 –  Renewable
Energy
CerOficates
(RECs)
 –  Carbon
Offsets
 –  Water
RestoraOon
CerOficates
(WRCs)
 •  100%
of
Net
Revenue
is
Reinvested
in:
 –  Watershed
RestoraOon

 –  Solar
4R
Schools
 •  Visit
www.b‐e‐f.org
to
measure
and
offset
 your
carbon
and
water
footprints


  4. 4. Today
 •  Climate
Change
Concern
 •  LOHAS
SegmentaOon
 •  4
Lifestyle
Choice
Examples
 •  Inspiring
consumers
to
acOon

  5. 5. Climate Change?
  6. 6. Concern
Over
Climate
Change
is
Declining  NaOonal
MarkeOng
InsOtute
2009
LOHAS
Study

  7. 7. The
Problem
with
Climate
Change
 •  Lacks
a
Human
Face
 •  Does
Not
Violate
Moral
SensibiliOes

 •  Is
Not
Perceived
as
an
Immediate
Threat
 •  Proceeds
at
a
Gradual
Rate
 Source:
Dan
Gilbert,
Hedonic
Psychology
Laboratory
at
Harvard
University

  8. 8. It’s
the
End
of
The
World
as
We
Know
It!

  9. 9. We
seem
to
have
a
“finite
pool
of
worry.”
 It’s
the
 Economy
 Stupid!
 Source:
Elke
Weber
and
Center
for
Research
on
Environmental
Decisions
(CRED)


  10. 10. Customer Segmentation
  11. 11. Lifestyle
of
Health
And
Sustainability
 (LOHAS)
 Source:
Natural
MarkeOng
InsOtute
2009
LOHAS
Study

  12. 12. Corporate
Social
Responsibility
 Source:
Natural
MarkeOng
InsOtute
2009
LOHAS
Study

  13. 13. Sustainability
in
Purchase
Decisions
 •  54%
of
shoppers
consider
sustainability
to
be
one
of
 their
decision‐making
factors

 –  2008
Deliobe
GMA
Sustainability
Consumer
study
 •  41%
of
consumers
have
chosen
a
parOcular
brand
 because
of
its
environmental
pracOces
 –  The
Climate
Group
 •  54%
of
“boomers”
(40
million
people)
–
have
actually
 purchased
environmentally‐safe
products
 –  Focalyst
and
AARP
 •  30%
of
consumers
avoid
buying
products
from
 corporaOons
they
don’t
feel
are
environmentally
 responsible

 –  2008
GfK
Roper
Green
Gauge
study

  14. 14. “In
Which
product
categories
are
you
 searching
for
greener
products?”
 •  Home
cleaning
products:
75%
 •  Food
&
Beverage:
65%
 •  Personal
Care
Products:
55%
 •  Appliances:
47%
 •  Home
Improvement:
46%
 •  Automobiles:
32%
 Source:
Eco
Pulse
2009
Report

  15. 15. Me,
My
Family,
My
Pets,
My
Home
 Organic
Foods
 Natural/Organic
Cleaners
 •  $24.9
billion
in
sales
in
2008

 •  Sales
up
35%
to
$737
 •  3.47%
of
U.S.
food
sales
 million
in
2008
 Source:
The
Organic
Trade
AssociaOon,
NutriOon
Business
Journal


  16. 16. In
2009,
there
were
about
1,500
new
product
 launches
that
featured
claims
such
as
“sustainable”
 “environmentally
friendly”
and
“eco‐friendly”

 
 
 
 
 
 
 
 
 
‐
David
Almy,
Greenbiz.com

  17. 17. Renewable Energy
  18. 18. 25%
of
uOliOes
servicing
50%
of
Americans
offer
 a
Green
Power
opOon…but…

  19. 19. NaOonal
Energy
Mix
 Renewable
 Energy
=
 3% 
 Source:
EPA

  20. 20. Green
Power
ParOcipaOon
Rates
 Source:
NREL

  21. 21. Even
LOHAS
Consumers
Lag
 Source:
Natural
MarkeOng
InsOtute
2009
LOHAS
Study

  22. 22. Are
the
Benefits
Not
Clear?
 Source:
Natural
MarkeOng
InsOtute
2009
LOHAS
Study

  23. 23. Is
Price
the
Problem?
 Source:
Natural
MarkeOng
InsOtute
2009
LOHAS
Study

  24. 24. Energy Efficiency
  25. 25. If
given
$10,000
what
home
 improvements
would
you
make?
 Last
Year
 This
Year
 •  Energy‐efficient
 •  Refinish
kitchen
or
 improvements
were
the
 bathroom
37%
(compared
 most
common
answers.

 to
26%
last
year)
 •  Replace
carpet
or
add
 hardwood
or
Ole
33%
 (compared
to
25%
last
year)
 Source:
The
Shelton
Group

  26. 26. “Why
is
it
important
to
reduce
energy
 consumpOon?”
 •  To
reduce
my
bills
 •  To
lessen
my
impact
on
 the
environment

 73%
 26%
 Source:
Earthsense’s
Eco‐Insights

  27. 27. Home
Energy
Audits
 20%
 10%

 Express
Interest
 Follow
Through
 Source:
The
Shelton
Group

  28. 28. Barriers
 •  Dollar
savings
are
not
big
enough.
 •  Impact
they
can
make
is
so
small
 •  Future
benefits
to
their
children
are
so
small
 Source:
The
Shelton
Group,
Jonah
Lehrer,
author
of
“How
We
Decide”

  29. 29. Transportation
  30. 30. 10
Years
&
1.5
million
Hybrid…
 but
sOll
only
3%
 Source:
edmunds.com

  31. 31. Reported
Behavior
Changes
 Source:
Natural
MarkeOng
InsOtute
2009
LOHAS
Study

  32. 32. How
Can
We
Inspire
More
 Consumers
to
Take
AcOon?

  33. 33. 4
Message
OpOons

  34. 34. Benevolence
 Save
the
Environment

  35. 35. The
Single‐AcOon
Bias
 If
I
do
this
ONE
thing,
I’m
off
the
hook…
 •  The
mistake
is
to
perceive
or
communicate
the
 call
to
acOon
as
“Change
a
Light
Bulb.”
Really
 the
call
is
“Change
a
light
bulb
and
undertake
 a
dialog
with
your
neighbors
or
circle
of
 influence
about
changing
theirs
as
well.”

 Source:
Elke
Weber
and
Center
for
Research
on
Environmental
Decisions
(CRED)


  36. 36. Economic
 Save
Money

  37. 37. Loss
is
a
Beber
MoOvator
than
Gain
 •  If
you
insulate
your
 •  If
you
fail
to
insulate
 home
fully
you
will
save
 your
home
fully
you
will
 50
cents
per
day.
 lose
50
cents
a
day
 everyday.
 Source:
Robert
Cialdini,
Ph.D.

  38. 38. Social
Norms
 Don’t
Be
Leq
Out

  39. 39. Cialdini’s
5
Principles
of
Persuasion
 •  Reciprocity
 •  Scarcity
 •  Authority
 •  Commitment
&
Consistency
 •  Consensus
&
Liking

  40. 40. Consensus

 (DescripOve
Social
Norm)
 We
follow
the
lead
of
others
like
us.

  41. 41. The
Power
of
Social
Norms
 •  Benevolence
 –  Reuse
your
towels
to
help
save
the
environment.

 •  Social
Norm
 –  Join
your
fellow
guests
in
helping
to
save
the
 environment.
Almost
75%
parOcipate.
 –  The
majority
of
guests
that
stayed
in
this
room
 have
reused
their
towels.

  42. 42. Summary
 •  Avoid
ApocalypOc
Messages

 •  Beware
the
single‐acOon
bias
 •  Loss
outweighs
Gains
 •  Leverage
social
norms


×