I’ve taken the Keen Greens here as our case study group as they are the most environmentally driven segment, and hopefully as it will become clear, a commercially very valuable group. Firstly, they are the biggest of the 6 segments representing over a fifth of the GB adult population. They span a wide range of age ranges, including most of the parents groups as well as unconstrained couples. They are well educated with just over 40% in the AB social grades and high family incomes. Also crucially, and as you would expect, two thirds are main shoppers. So an educated, well-off group, going to be more engaged in local communities and purchasing across all the major buying groups. These are people buying for themselves and for their families. What I want to prove to you now is that its not just their demographics that drive their consumer habits, but their attitudes as well. We can start to get an idea of this just by comparing their media consumption with one of the other clusters.
Out of all 300+ TGI lifestyle statements the statements Keens are most likely to agree with are all centred around purchasing behaviour being directly linked to environmental and ethical values. So their purchasing isn’t about convenience, following latest trends or fashions, or pricing, its entirely about ethical and environmental behaviour, whether that’s fairness, CSR or organic produce. And this feeds right through into the brands they’re most likely to buy…
So Waitrose, M&S, co-operative as we’ve shown in Kaye’s presentation all brands which have increased their market share in the last 5 years and are known for their green credentials. Interestingly sectors like alcoholic drinks are also in their shopping basket so maybe the likes of Bombay sapphire or even Lancome should be buying into the potential of green marketing. Even the travel sector which usually gets a bashing from green groups could perhaps tap into the commercial value of this group by concentrating more on eco-holidays or trips in Britain and Ireland perhaps and hotel breaks? Indeed whilst there has been a lot in the news recently about greenwashing and false marketing of green credentials there is certainly a demand out there for green goods… For example…
The new green questions on TGI were released on the Q2 dataset. As a reminder they include individual questions on knowledge of climate issues, purchasing behaviour and energy consumption as well as attitudes. Green behaviour hasn’t tailed off in the recession and brands with strong green credentials or environmental mission statements have continued to show growth. By analysing the overall response to the new questions we have been able to segment the whole population allowing quicker and more accurate profiling of the greenest consumers, but also providing an understanding of who is environmental unengaged and why, and how they can be reached. So hopefully throwing some light on the complex spectrum of green behaviour and attitudes.
KEENS Source: GB TGI 2010 Q2 Aged 25-64 Mixture of parent groups and unconstrained couples 4.2m in AB Social Grades Family income £50k+: Index 143 37% have degree or higher Two-thirds are main shoppers 20% of GB population
KEENS TOP LIFESTYLE STATEMENTS CENTRE AROUND SHOPPING Source: GB TGI 2010 Q2 I would be prepared to pay more for environmentally friendly products I am prepared to make lifestyle compromises to benefit the environment I only buy products from a company with whose ethics I agree I like to buy products from companies who give something back to society I buy fair trade products when available It’s worth paying more for organic food I am prepared to pay more for foods that don’t contain artificial additives