• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Starbrands go green trend

Starbrands go green trend



Summary of several key consumer trends worldwide and description of 2 of them: ethical consumerism and go green trends.

Summary of several key consumer trends worldwide and description of 2 of them: ethical consumerism and go green trends.



Total Views
Views on SlideShare
Embed Views



0 Embeds 0

No embeds



Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
Post Comment
Edit your comment

    Starbrands go green trend Starbrands go green trend Presentation Transcript

    • New Developments in Global Consumer Trends What is hot around the globe?
      • OBJECTIVE :
      • To help marketers to embrace and understand what will drive the consumers behavior over the next 10 years.
      • C ONTENT :
      • The deck presents key trends that will exert a powerful influence on consumers` lives across many different industries, social classes and age groups. This is because they are rooted in consumers` needs and/or socio-demographic circumstances.
      • Quick snapshot of the key emerging trends worldwide is presented in a comprehensive way:
      • What is it?
      • What is the evidence?
      • Why is it so important?
      • What are the implications for business in general?
      Source: Datamonitor, trendwatching.com
      • Trends are durable sociological evolutions that concern a large group of individuals and that are related to even more profound historical movements of a given society.
      • It is a manifestation of something that has unlocked or newly serviced an existing consumer need, desire, want, or value.
      • Trends are transversal , i.e. they express themselves in several areas of life at once.
      • They define what is both socially desirable and personally relevant to individuals.
      • They are influenced by culture and values.
      • Marketing uses trends to position brands, define their long and mid-term strategy, work on NPD. Understanding trends is also important from a corporate stand point of view.
      What Are Trends?
      • CULT OF BODY
      • STATUS
      • GO GREEN
      • AGE
      • INCOME
      • GENDER
      • Growing sales of cosmetics for `metro men` & pink segment.
      • Possible cross usage of cosmetics between men-women.
      • Boosting overlap of the fantasy and the real world i.e. Armani for Bruce Wayne Collection
      • Growing preference for locally sourced products.
      • Emergence of retro trend.
      • Emergence of adaptive skincare solutions
      • Emergence of cust o mized fragrance solutions
      • Time spent on personal appearance may decline w/ teleworking as people will not feel to conform to social ideal.
      • Consumers will learn & experience brands in the virtual world
      • Consumers will favor brands that they associate with strong family values.
      • Rise of the Naturally Ageless personal care.
      • Ethical consumerism will shift from niche to mass.
      • Growing `less packaging` trend.
      • Tap into the next generations of celebrities – experts and celebrity products.
      • `Hiving consumers`-new target for celebrity-based marketing.
      • Status consumers will spend more on life-changing experiences linking pleasure and health i.e. organic, natural and gourmet foods and products
      • Simplicity of merchandising and packaging info
      • Simplification/clarification of health claims `contains prebiotics – for a healthier gut`.
      • Consumers will buy into cosmetic brands that make them feel and look good – slim and fit.
      • Wellness / personal care will move beyond simple beauty concerns and focus also on physical and mental health i.e. stress-busting `me-time` products.
      • Proliferation of weight-loss, stress-decrease body care.
      • Women working full-time today are earning 31% more than they did in 1979 (US)
      • Growing popularity and usage of PC gaming
      World of Fantasy
      • Re-emergence of the old, local or domestic brands
      • Success of TV talent contests i.e. `Got Talent`, `Idol`.
      • 50% of EU and US consumers considers brands matching their attitudes as important.
      • Development of cohabitation amongst young people.
      Home Nesting
      • 44% of EU consumers report spending more time with friends.
      • 49% of EU and US consumers reported spending more time w/families in 2005-06.
      Re-discovery of family
      • 40% of US consumers avoided buying products harmful to the environment
      Go Green
      • 50% of Europeans worried about the welfare of farmed animals.
      Ethical Consumerism
      • Connectivity between celebrities and fans has been greatly enhanced by modern technology, fuelling celebrity-related discourse to a degree not seen previously.
      Era of New Celebrity
      • 30% of European and US consumers traded up more frequently to higher quality packaged goods in 2005-2006.
      • 21% of UK employees work more than 45h/week
      • Consumers have to choose on average 1 item for every 1000 SKUs
      • Globally, only 10% women (15-64) have never been concerned about their body shape or weight.
      Cult of Body
      • 76% of Europeans and US consumers is conscious of health and wellness issues on a daily basis.
      • Over 95% of Europeans consider obesity as a health danger.
      Health Obsession EVIDENCE TREND NAME
      • After many years of social and environmental degradation:
        • The shrinking ozone layer and climate changes,
        • Financial scandals: Enron
        • Manipulation or ignorance of public opinion i.e . on the war in Iraq
        • Social scandals i.e. Bill Clinton vs Monika Lewinsky
      • undermined the responsibility of institutions as well as the honesty of their top executives and brands.
      • Thus, honesty, humanity, sincerity are valued again and ethical life is meant as an aspiration to higher ethical standards.
      • Additionally consumers are also adopting a strong environmental stance as a part of the ethical life.
      • It is very likely that we see a massive transfer of responsibilities and roles, with commercial brands being increasingly in charge of diffusing and implementing ethical values.
      • 85% of EU citizens want policy-makers to consider the environment to be just as important as economic or social policies.
      • Over 50% of Europeans is worried about the welfare of farmed animals.
      • Nestle, Kraft, Sara Lee, P&G have all expanded their coffee offerings to include Fairtrade products in response to increased consumer demand.
      • 40% of US consumers indicated in 2006 that they avoided buying products whose packaging, when disposed of, causes potential harm to wildlife.
      • 72% EU consumers would sort waste so that it can be recycled, 39% reduce home energy consumption, 32% reduce waste by buying bigger sizes as their contribution to protecting the environment.
      • Consumers around the world are boycotting products from Asia that were produced by children or in a bad working conditions.
    • What Is It So Important?
      • Trust is a fundamental need of mankind, related to stability and safety.
      • Consumers increasingly attach importance to ethical consumerism i.e. 60% of US consumers believe it is important to buy ethical or socially responsible products.
      • Consumers are associating environmentalism and ethics with quality of life.
      • With more and more celebrities embracing environmentalism and other ethical causes – ethical purchases have become top-of-mind considerations and highly fashionable.
      • Consumer more and more often boycott brands/products that they perceive as lacking environmental or ethical credentials.
      • Honesty and integrity will be key desirables for consumers.
      • Ethical and environmental credentials of the company/brand will :
        • become differentiating factor when many brands lack clear performance based difference
        • deliver brand engagement
        • induce product trial
      • Ethical consumerism will shift from niche to mass.
      • Recyclable, reusable or made of biodegradable materials packaging will be more sought after.
      • Brands using environmental associations will be more persuasive when verified by certification from an independent body.
      • Green cleaning will take-off.
    • TRENDS: GO GREEN What Is It?
      • Nature is a hot topic everywhere in reaction to an excessive industrialization and global warming.
      • Growing social concern about the climate change due to mounting pollution fosters individuals, businesses and governments to confront and act upon that fact.
      • This massive interest in Nature, improving environment and natural things also reflects the universal focus on health. The food of industrial origin is not trusted anymore.
      • It is manifested by abundance of goods and services offered under the "green consumerism" umbrella all work towards the same goal – protecting the environment and minimizing the harm we inflict on plant earth as well improving our work/life balance thanks to green lifestyle.
    • What Is The Evidence? TRENDS: GO GREEN
      • Eco-related activities seem now vital to people in all countries
        • Green boycott of the road construction in the Rospuga river area in Poland
        • People around the world buy clothes made out of organic fabrics, wash dishes with environmentally friendly detergents, eat pesticide-free organic vegetables and drive a hybrid car.
      • Nature means a better quality of life and ethical behavior
        • Wealthy people by the most ‘natural’ and least habited settings.
        • Protests against companies which exploit workers and harm the environment
      • Natural products are synonymous of highest quality
        • Organic food and cosmetics rapidly growing in popularity.
        • Juice and salad bars getting popular.
      • Nature is also about authenticity and origin of products i.e. The Oscypek cheese.
      • Eco-friendly means products produced from re-usable materials
        • Nike Trash Talk shoes made from garbage
        • +1 Water bottle is made from certified biodegradable PLA, and is not only compostable but is also recyclable along with other plastics
      • In 21 European countries, beachgoers follow the ratings of the European Blue Flag campaign to find some 2,750 beaches and marinas with high environmental standards and sanitary and safe facilities.
      • Growing usage and popularity of cycling in the cities.
      • Growing usage of natural, recyclable, biodegradable products
        • Beauty Engineered Forever or Ecover cleaning products
        • Daub & Bauble personal care line
    • What Is It So Important? TRENDS: GO GREEN
      • With global warming on the rise, this trend is hotter than ever as people are willing to pay to help clear their eco conscience!
      • Ever since Al Gore sounded the alarm bell, people are re-focusing on the future of the planet.
      • Going green is a part of the social responsibility worldwide. Ecology taps into an aspiration to balance and well being in a stressful urban environment.
      • Eco-friendliness part of brands` relevance.
      • In the era of sameness ecology gives marketers another chance to differentiate their brands.
      • Consumers show higher willingness to pay more for green products and services, which are perceived as of higher quality, healthier/less harmful.
    • What Are The Implications? TRENDS: GO GREEN
      • Global warming may bring hunger, floods and water shortages , which will significantly increase insurance fees.
      • Green policy will become a part of corporate ethics and will be shaped by consumers i.e. Dell's Ideastorm platform.
      • Eco trend will enter new categories i.e. emergence of premium organic personal care ranges (Nude brand - s aid to be AA, kind to user and planet & Stella McCartney's Care brands in UK).
      • Appearance of the clothes made from organic cotton.
      • Greener choices will be more widely facilitated by eco-labels i.e. Timberland shoes .
      • Implementation of 3R (reduce, recycle and reuse) practices at the household level to reduce a carbon footprint.
      • Less-packaging and mass, public transport is back.
      • Shift to more eco-friendly products i.e.
        • Roll-ons deodorants instead of aerosols , metal as a raw material instead of plastic
      • Appearance of self-regulations to define natural/green products i.e.
        • Burt Bees `natural guidelines` - products must be made with min. 95% natural ingredients, no sulphates or parabens.
      • Appearance of industry standards on natural products and control over advertising practices or product naming i.e. `all natural`
      • Rise of the Naturally Ageless personal care lines containing antioxidants i.e. pomegranate, borage, evening primose oils.
    • Thank you www.starbrandsagency.com