Sustainable 6 - An Amárach Report June 2011 final
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Sustainable 6 - An Amárach Report June 2011 final

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A special guide to the six key features of a sustainable marketing strategy for Irish marketers and brand owners.

A special guide to the six key features of a sustainable marketing strategy for Irish marketers and brand owners.

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Sustainable 6 - An Amárach Report June 2011 final Sustainable 6 - An Amárach Report June 2011 final Presentation Transcript

  • Sustainable 6 How brands can sustain themselves into the future An Amárach Report June 2011Sustainable 6 1
  • Sustainable 6 AboutAmárach
  • Sustainable 6 Research Partners30 permanent staff UCD & ESRI+ 180 part time in cati/capi teamsFull Service Research+ field only+ consulting Clients in IrelandIrish management owned + UK, USA, GermanyGuaranteed Irish member 100,000+ interviews last year & over 400 focus groups
  • Six Sources of Sustainable Branding 1. strategy 2. 3. sentiment social 4. 5. science savvy 6. salesSustainable 6 4
  • Sustainable 61. Strategy
  • Sustainable 6 – Strategy: Good branding – and good marketing – has always been about sustainability…Sustainable 6 6
  • What Is Marketing? “The strategic business function that creates value by stimulating, facilitating and fulfilling customer demand. It does this by building brands, nurturing innovation, developing relationships, creating good customer service and communicating benefits. With a customer-centric view, marketing brings positive return on investment, satisfies shareholders and stakeholders from business and the community, and contributes to positive behavioural change and a sustainable business future.”Sustainable 6 7
  • Sustainable 62. Sentiment
  • Sustainable 6 Sustainable 6 – Sentiment: Sustainable brands must bealigned with our deepest needs and emotions…
  • Forget Maslow New insights from Evolutionary Psychology point to a greater importance for parenting and the family in life satisfaction than assumed in late 20th century „Old Maslow‟ „New Maslow‟Sustainable 6 10
  • Warm Feelings Too Too much little focus focus here hereSustainable 6 11
  • Sustainable 6
  • Sustainable 6
  • Sustainable 63. Social
  • Sustainable 6 Sustainable 6 – Social:The new world of social media and social networks will provide new pathways to sustainability…
  • Tipping PointsYear in which technology used by majority of Irish adults for first time: Home PC Broadband Smartphone landline 2005 2009 2012* 1980s 1990s 2000s 2010s Internet Facebook 2007 2011* Mobile 2000 * Amárach forecastSustainable 6 16
  • Facebook users in Ireland* Only Connect May 2011: 1,937,000 May 2009: 64% of internet users 627,000 42% of Irish adultsSustainable 6 17 * socialbakers.com
  • Net PromoterSustainable 6 18
  • NPS Indicators for IrelandSustainable 6 19
  • Sustainable 6
  • Sustainable 64. Science
  • Sustainable 6 Sustainable 6 – Science: We are going through arevolution in our understanding of human psychology, with long-term implications for sustainability & branding…
  • In the MindSustainable 6 23
  • Behavioural Economics “Behaviour is motivation filtered through opportunity.” Clay Shirky Capability: COM-B System psychological or physical ability to enact the behaviour Motivation: reflective and automatic mechanisms that activate or inhibit behaviour Opportunity: physical and social environment that enables Source: Prof. Susan Michie the behaviourSustainable 6 24
  • COM-B Action Plastic Bag Tax COM-B in & the Capability: psychological or physical ability to enact the behaviour = low rate of tax Motivation: Reflective and automatic mechanisms that activate or inhibit behaviour = tax + social norms Opportunity: physical and social environment that enables the behaviour = choice at checkoutSustainable 6 25
  • Sustainable 65. Savvy
  • Sustainable 6 – Savvy: Brands seeking sustainability will have to work with consumers – convincing them that sustainable is smart and not „stupid‟…Sustainable 6 27
  • Economising HabitsSustainable 6 28
  • Changing Habits 1Sustainable 6 29
  • Changing Habits 2Sustainable 6 30
  • Not Just Price Most Important Factors in Deciding where to Shop for Goods/ServicesSustainable 6 31
  • Eco-ShoppingSustainable 6 32
  • Sustainable 66. Sales
  • Sustainable 6 Sustainable 6 – Sales:Those brands that are alignedwith the long-term dynamics in 3. The Smart Future next wave capitalism Irish consumer markets will „double‟ their investment in sustainability…
  • Demography Is Destiny Not So Young 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% -5.0% 0-9 10-19 20-29 30-39 40-49 50-64 65-74 75+ total years years years years years years years years -10.0% -15.0% % Change 2000-2007 % Change 2007-2010Sustainable 6 35
  • Saved by SpendingSustainable 6 36
  • Sustainable 6 Towards aSustainable Recovery
  • Sustainable MarketingSustainable 6 38
  • This Time Is Different Unsustainable Sustainable New Is Better Better Is Better What Customers Want What Customers Value Features & Benefits Feelings & Experiences Be Cool Be Human Bells & Whistles Keep It Simple Personal Autonomy Family Integrity Part of the Problem Part of the SolutionSustainable 6 39
  • Sustainable 6 ResilienceResilience is generally defined as the ability to bounce backfrom disturbance and to cope with adversity. Resiliencebuilds upon foundations of sustainability, embracing thecore idea of not letting the demands of the present starve theneeds of the future.Faced with the inability to sustain our past, we reinventourselves for a new context. Resilience is intimatelyconnected to the practice of creating futures. It is not enoughsimply to bounce back: one has to bounce forward into hopeand purpose. Miriam Lueck Avery
  • Sustainable 6Call us on 01 410 5200 if you want your business to bounce forward to success: Mark Nolan Managing Director or Michael McLoughlin Chief Executive or Gerard O’Neill Chairmanfor a confidential discussion about your needs and toexplore how we can help you succeed through world class market research. e. gerard.oneill@amarach.com w. www.amarach.com b. www.amarach.com/blog t. twitter.com/AmarachResearch