1 
It’s Not Easy Being Green… 
…Or, Is It? 
Presented by: 
Charles L. Colby 
Joe Bates 
Joe Taliuaga 
Rockbridge Associate...
2 
A Little About Us…
3 
Rockbridge Overview 
Full Service Market Research Consultancy 
– Founded in 1992, based in Washington, DC area 
Our Pra...
4 
Background & Methodology 
Rockbridge’s National Technology Readiness Survey 
(NTRS) has gathered consumers’ opinions an...
5 
Why Does Green Matter?
6 
Americans Believe in 
Environmental Stewardship 
I want to protect the 
I want to protect the 
environment for the bene...
7 
Will The Green Trend Last?
8 
Chances Are Good 
California has been leading the way 
in enacting green laws: 
• Mandated recycling of TVs and monitor...
9 
Green Sentiment Runs High
10 
Is There An Environment “Problem”? 
% Who Agree With Statement 
69% 
85% 
The evidence of global warming 
is real 
Mor...
11 
Can Something Be Done? 
Consumers believe collective action will work 
And regulation will not hurt 
Source: National ...
12 
Can Technology Help? 
There is strong faith in technology 
Green tech helps the economy… 
The internet gives us a medi...
13 
What is the Potential for Green 
Products and Services?
14 
Service Technology Empowers 
Consumers to Be Green 
Recycle/refurbish old computer % Who Have Done 
33% 
34% 
Replace ...
There is an Emerging Market for Green 
Products 
Many include making homes and transportation 
greener 
43% 
41% 
33% 
39%...
Many Energy-Related Products and Services 
Have Potential for Long Range Growth 
A third of consumers are interested (or a...
Where is the Services Opportunity? 
We estimate $104 Billion annual market for 
green products 
Opportunities: 
– Green mo...
18 
Many Are Turning to the Web for Help 
5% 
4% 
8% 
18% 
17% 
17% 
16% 
23% 
21% 
24% 
27% 
% Who Have Done It In Past 1...
19 
Segmenting the Green Market
20 
Key Questions 
Who is driving the green movement? 
What is the role of innovativeness (if any) in 
driving the movemen...
21 
A “Green Segmentation” of the Market 
1 out of 10 adults – “Green Tech Leaders” – are influencers 
– They also embrace...
22 
Psychographic Profile of 6 Segments 
Commitment 
to Green Influence Absence of 
Skepticism 
Love of 
Tech 
Green Tech ...
23 
Commitment: “I Encourage Friends / Family to Be 
Environmentally Friendly” 
% Who Agree With Statement 
6% 
41% 
Green...
24 
Influence: “Others Come to Me For Advice 
on Being Green” 
% Who Agree With Statement 
2% 
0% 
22% 
9% 
Green Tech Lea...
25 
Influence: The Use of Social Media 
Green Tech 
Leaders influence 
others through 
social media 
Green Tech 
Leaders i...
26 
Skepticism: “There Is Nothing Anyone Can Do 
To Prevent Global Warming” 
% Who Agree With Statement 
7% 
Green Tech Le...
27 
Love of Tech: “Other People Come to Me for 
Advice on New Technology” 
% Who Agree With Statement 
28% 
1% 
31% 
58% 
...
28 
Profile of Green Segments
29 
Green Tech Leaders – 10% of Market 
How They Think Who They Are 
 Important to be green 
 Early Adopters 
 Technolo...
30 
Green Tech Followers – 18% of Market 
How They Think Who They Are 
 Adamant about protecting 
the environment 
 Peop...
31 
Other Relevant Green Segments 
Tech-Savvy Green 
Sympathizers (31%) 
 Care about the environment 
 Early adopters of...
32 
Segments Where Green is Less Relevant 
Naïve Consumers (22%) 
 Hold “socially acceptable” 
opinions, but no urge to a...
33 
Deploying a Green 
Services Marketing Strategy
Will Green Marketing Help a Company? 
Yes! …but they have to be sincere! 
% Who Agree With Statement 
68% 72% 
I like to d...
Example: Online Financial Statements 
78% 
60% 
63% 
31% 
35% 
56% 
85% 
70% 
65% 
40% 
45% 
56% 
Green Tech 
Leaders 
Gre...
Example: Green Investments 
13% 
6% 
2% 
0% 
Own Now 
Potential 
2% 3% 
32% 33% 
12% 
5% 
15% 
9% 
Green Tech 
Leaders 
Gr...
37 
To Sum It Up…
38 
To Sum It Up… 
Consumers care about the environment, even if some are only joining the 
bandwagon to be PC 
Embracing ...
39 
Questions?
Upcoming SlideShare
Loading in …5
×

It isnt easy being green, or is it?

325 views
272 views

Published on

Market research on green technology consumers, including a "greenovator" segmentation and interest in green technology. Presented by Joe Bates, Charles Colby and Joe Taliuaga at the Frontiers in Services Conference, 2008.

Published in: Environment
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
325
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Protect the environment trend increases with age and with education.
    Men - 77 Women - 89
    HS or less - 78 College degree or some college - 85 At least some grad school - 91
  • Covered Electronic Devices
    The following video display devices containing a screen greater than four inches, measured diagonally, are considered to be Covered Electronic Devices under the Act:
    Cathode ray tube-containing devices (CRT devices)Cathode ray tubes (CRTs)Computer monitors containing cathode ray tubesLaptop computers with liquid crystal display (LCD) screens LCD-containing desktop monitorsTelevisions containing cathode ray tubesTelevisions containing LCD screensPlasma televisions
    Covered Electronic Waste Recycling Fee
    Beginning January 1, 2005, Covered Electronic Devices sold in California are subject to recycling fees in the following amounts:
    Six dollars ($6) for each Covered Electronic Device with a screen size of less than 15 inches, measured diagonally.Eight dollars ($8) for each Covered Electronic Device with a screen size greater than or equal to 15 inches but less than 35 inches, measured diagonally.Ten dollars ($10) for each Covered Electronic Device with a screen size greater than or equal to 35 inches, measured diagonally.
  • About 30% of the population are “greenovators” – out of this, 9% are Greenovator Leaders and 21% are Greenovator Followers.  Both groups are highly committed to the environment and combating problems with global warming, etc., but they also believe that technology is a solution to the problem.   They use and have an interest in green technologies, believe in networking on green issues with information technology, and believe that green tech has more positive side effects (saving money, helping economy) than negative side effects.  The Greenovator Leaders influence others on green issues and technology issues in general; they also are more likely to think green tech is fun and “cool”.  
     
    Other segments:
    Tech-savvy Green Sympathizers (31%) – like technology but not as committed to being green or green tech
    Enviro-Friendly Skeptics (11%) – care about the environment and like green tech, but aren’t sure much can be done
    Naïve Consumers (21%) – care about the environment, but consider themselves uninformed and not very high-tech
    Anti-Greens (7%) – high level of doubt that we have environmental problems or need to act
  • It isnt easy being green, or is it?

    1. 1. 1 It’s Not Easy Being Green… …Or, Is It? Presented by: Charles L. Colby Joe Bates Joe Taliuaga Rockbridge Associates, Inc. 17th Annual Frontiers in Service Conference October 3, 2008 For more information, contact: Joe Bates, VP 703-757-5213 ext. 14 jbates@rockresearch.com
    2. 2. 2 A Little About Us…
    3. 3. 3 Rockbridge Overview Full Service Market Research Consultancy – Founded in 1992, based in Washington, DC area Our Practice Areas – Product Optimization & Concept Testing – Customer Satisfaction and Retention – Positioning and Communications Research – Market Segmentation – Website Usability Rockbridge specializes in services, technology and media sectors Proud Member of Corporate Partner Center for Excellence in Service
    4. 4. 4 Background & Methodology Rockbridge’s National Technology Readiness Survey (NTRS) has gathered consumers’ opinions and usage of technology since 1999 The study is co-sponsored by the Center for Excellence in Service, R. H. Smith School of Business, University of Maryland Methodology: – Representative survey of U.S. adults (18+ years) – 1025 consumers surveyed in Fall 2007 • 500 by telephone (random-digit-dialing) • 525 by a representative web panel – Results weighted by demographics and by type of internet/phone access
    5. 5. 5 Why Does Green Matter?
    6. 6. 6 Americans Believe in Environmental Stewardship I want to protect the I want to protect the environment for the benefit of environment for the benefit of future generations future generations The Earth belongs to humanity The Earth belongs to humanity Source: National Technology Readiness Study, Rockbridge Associates, December 2007 to do with as it pleases to do with as it pleases
    7. 7. 7 Will The Green Trend Last?
    8. 8. 8 Chances Are Good California has been leading the way in enacting green laws: • Mandated recycling of TVs and monitors • Requiring retailers to take back plastic bags • Almost outlawed incandescent light bulbs
    9. 9. 9 Green Sentiment Runs High
    10. 10. 10 Is There An Environment “Problem”? % Who Agree With Statement 69% 85% The evidence of global warming is real More needs to be done to curb air and water pollution in our country Source: National Technology Readiness Study, Rockbridge Associates, December 2007
    11. 11. 11 Can Something Be Done? Consumers believe collective action will work And regulation will not hurt Source: National Technology Readiness Study, Rockbridge Associates, December 2007
    12. 12. 12 Can Technology Help? There is strong faith in technology Green tech helps the economy… The internet gives us a medium to work together …while more efficient products and services help the wallet Source: National Technology Readiness Study, Rockbridge Associates, December 2007
    13. 13. 13 What is the Potential for Green Products and Services?
    14. 14. 14 Service Technology Empowers Consumers to Be Green Recycle/refurbish old computer % Who Have Done 33% 34% Replace paper financial statements with electronic Access online pub instead of print version Replace paper utility statement with electronic Switch to electricity based on clean/renewable resources Telecommute Source: National Technology Readiness Study, Rockbridge Associates, December 2007 58% 58% 46% 52% 52% 44% 53% 21% 31% 42% 51% 73% Power company controlled air conditioner % Maximum Potential Incidence Opportunities for financial services, utilities, IT firms, publishers
    15. 15. There is an Emerging Market for Green Products Many include making homes and transportation greener 43% 41% 33% 39% 52% 66% 64% 60% 80% 10% 10% 20% 29% 37% 45% 69% Energy saving lighting Programmable thermostat High efficiency heating High efficiency cooling Home water purification system High MPG vehicle Weather station Eco-Friendly Home % Who Have Own % Maximum Potential Incidence
    16. 16. Many Energy-Related Products and Services Have Potential for Long Range Growth A third of consumers are interested (or already own) an alternative fuel vehicle and solar heating systems 17% 23% 29% 27% 35% 34% 34% 32% 4% 4% 3% 4% 7% 3% 8% 3% Hybrid fuel vehicle Solar home heating Natural gas/ electric vehicle Solar water heater Trash compactor Bio-powered vehicle Remote home system control Green financial investments % Who Own % Maximum Potential is Unrealized
    17. 17. Where is the Services Opportunity? We estimate $104 Billion annual market for green products Opportunities: – Green mortgages – Green home equity loan – Green vehicle financing – Partnerships with energy companies – Securities backed by these investments
    18. 18. 18 Many Are Turning to the Web for Help 5% 4% 8% 18% 17% 17% 16% 23% 21% 24% 27% % Who Have Done It In Past 12 Months Got gas mileage info Researched public transit options Looked up green tips for home Visited site of environmental org Researched candidates' enviro views Got recycling info Visited co website for green views Obtained appliance energy ratings Environment forums Donated to political campaign Researched car pools Opportunities for online content to help consumers find green solutions and network with other green-minded consumers Source: National Technology Readiness Study, Rockbridge Associates, December 2007
    19. 19. 19 Segmenting the Green Market
    20. 20. 20 Key Questions Who is driving the green movement? What is the role of innovativeness (if any) in driving the movement??
    21. 21. 21 A “Green Segmentation” of the Market 1 out of 10 adults – “Green Tech Leaders” – are influencers – They also embrace technology and believe in its ability to solve problems Another 2 out of 10 – “Green Tech Followers” – are deeply committed to green issues and view technology as playing a role 10% 31% 22% 12% 7% 18% Source: National Technology Readiness Study, Rockbridge Associates, December 2007 Green Tech Leaders Green Tech Followers Tech Savvy Green Sympathizers Enviro-Friendly Skeptics Naïve Consumers Anti-Greens
    22. 22. 22 Psychographic Profile of 6 Segments Commitment to Green Influence Absence of Skepticism Love of Tech Green Tech Leaders High High High High Green Tech Followers High Low High Medium Tech-Savvy Sympathizers Medium Low Medium High Enviro-Friendly Skeptics High Low Skeptical Low Naïve Consumers Medium Low Medium Low Anti-Greens Low Low Skeptical Medium
    23. 23. 23 Commitment: “I Encourage Friends / Family to Be Environmentally Friendly” % Who Agree With Statement 6% 41% Green Tech Leaders Green Tech Followers Tech Savvy Green Sympathizers Enviro-Friendly Skeptics Naïve Consumers Source: National Technology Readiness Study, Rockbridge Associates, December 2007 98% 88% 50% 89% Anti-Greens
    24. 24. 24 Influence: “Others Come to Me For Advice on Being Green” % Who Agree With Statement 2% 0% 22% 9% Green Tech Leaders Green Tech Followers Tech Savvy Green Sympathizers Enviro-Friendly Skeptics Naïve Consumers Source: National Technology Readiness Study, Rockbridge Associates, December 2007 26% 50% Anti-Greens
    25. 25. 25 Influence: The Use of Social Media Green Tech Leaders influence others through social media Green Tech Leaders influence others through social media Anti-Greens also use social media, and may influence others on their views Anti-Greens also use social media, and may influence others on their views % Who Agree With Statement 53% 21% 20% 35% 17% 50% Green Tech Leaders Green Tech Followers Tech Savvy Green Sympathizers Enviro-Friendly Skeptics Naïve Consumers Anti-Greens
    26. 26. 26 Skepticism: “There Is Nothing Anyone Can Do To Prevent Global Warming” % Who Agree With Statement 7% Green Tech Leaders Green Tech Followers Tech Savvy Green Sympathizers Enviro-Friendly Skeptics Naïve Consumers Source: National Technology Readiness Study, Rockbridge Associates, December 2007 63% 17% 46% 25% 2% Anti-Greens
    27. 27. 27 Love of Tech: “Other People Come to Me for Advice on New Technology” % Who Agree With Statement 28% 1% 31% 58% 21% 96% Green Tech Leaders Green Tech Followers Tech Savvy Green Sympathizers Enviro-Friendly Skeptics Naïve Consumers Anti-Greens
    28. 28. 28 Profile of Green Segments
    29. 29. 29 Green Tech Leaders – 10% of Market How They Think Who They Are  Important to be green  Early Adopters  Technology can save us  Green gadgets are cool  Like trying new green tech  Do research and influence others on green products  Like doing business with green companies  Green is good for the wallet  Younger  More likely to have kids  Tech professions  Higher incidence of • work PC use • home networks • high-speed home Internet • access Internet on the go  Higher web “presence” and subscriptions to online music and video
    30. 30. 30 Green Tech Followers – 18% of Market How They Think Who They Are  Adamant about protecting the environment  People must reduce their impact on the environment  Green gadgets are fun  Like trying new green technologies  Research green products  Like dealing with green cos.  Green is good for the wallet  Older  Female  Higher home ownership rates  Lower incidence of cell-only households  Spend fewer hours online  Lower web “presence”
    31. 31. 31 Other Relevant Green Segments Tech-Savvy Green Sympathizers (31%)  Care about the environment  Early adopters of technology  NOT green activists or boosters, but sympathetic  Like doing business with green companies  Green is good for the wallet  Skew younger, male, heavy users of technology Enviro-Friendly Skeptics (12%)  Adamant about being green  Technophobic  Technology may worsen our problems, not sure what to do  Want proven technologies to help the environment  Research green products  Like dealing with green cos.  Green is good for the wallet  Skew older, less techy
    32. 32. 32 Segments Where Green is Less Relevant Naïve Consumers (22%)  Hold “socially acceptable” opinions, but no urge to act  More concerned with getting by on a day to day basis than being green  Many are technophobic  Low interest/awareness of green tech or products  Will avoid using green technologies until they are proven  Skew female, less techy Anti-Greens (7%)  Not committed to environmental issues  Don’t care about green technologies or products  More concerned with getting by on a day to day basis  Environmental activists are irresponsible; the Earth belongs to humanity  Oppose regulation  Skew younger
    33. 33. 33 Deploying a Green Services Marketing Strategy
    34. 34. Will Green Marketing Help a Company? Yes! …but they have to be sincere! % Who Agree With Statement 68% 72% I like to do business with companies that are environmentally responsible Source: National Technology Readiness Study, Rockbridge Associates, December 2007 I resent companies that say they care about the environment but don't mean it
    35. 35. Example: Online Financial Statements 78% 60% 63% 31% 35% 56% 85% 70% 65% 40% 45% 56% Green Tech Leaders Green Tech Followers Tech-Savvy Green Sympathizers Enviro-Friendly Skeptics Naïve Consumers Anti-Greens Use Now Potential
    36. 36. Example: Green Investments 13% 6% 2% 0% Own Now Potential 2% 3% 32% 33% 12% 5% 15% 9% Green Tech Leaders Green Tech Followers Tech-Savvy Green Sympathizers Enviro- Friendly Skeptics Naïve Consumers Anti-Greens
    37. 37. 37 To Sum It Up…
    38. 38. 38 To Sum It Up… Consumers care about the environment, even if some are only joining the bandwagon to be PC Embracing technology and being green are not mutually exclusive ideologies When marketing green products and services, focus on the following messages: – Your company cares about the environment (and you have to back this up with actions that show it) – If we all work together, we can have an impact – Your product is environmentally conscious – Buying your product will not only help the environment, it is good for the consumers’ wallets Target Green Tech Leaders with your message – They will evangelize on your behalf – Social media is key
    39. 39. 39 Questions?

    ×