Sustaining
your consumer
connections
Today
• A confused but willing marketplace
• Green Light – A media planning tool
  – Who to target
  – Where
  – What to s...
How big is the “ethical” ad market?
Estimated All Media Expenditure                                Estimated All Media Exp...
How big is the “ethical” ad market?
Estimated All Media Expenditure
     £160,000,000
                                    ...
And where’s it going?
Chasing a heavier
spending consumer
UK expenditure on green/ethical
goods and services - £bn
                             ...
Spending more across all categories
UK consumer spend - £bn
                                                              ...
Growing recognition of duty

                                  77%

                 66%                          2002 200...
A degree of willingness to pay extra
I am prepared to pay more for environmentally friendly products




                 ...
Disempowerment, confusion, willingness
                          confusion
Disempowerment
                         willing...
More column inches than ever
 Environment Editorial – All Press (Column Centimetres)
       120,000


   100,000


       ...
But what constitutes green?

Recycling is                  But doesn’t
an important                  it just end up
part o...
But what constitutes green?

 Recycling is                 But doesn’t
 an important                 it just end up
 part ...
And there’s already too
much to think about
There’s too much information to go through
when making a purchase decision



...
Green Light objectives
To understand:



                Who?
Green Light objectives
 To understand:

Where?
Media consumption
Digital behaviour
Brand purchasing    Who?
Green Light objectives
 To understand:

Where?                     What?
Media consumption          Needs
Digital behaviou...
Green Light objectives
 To understand:

Where?                          What?
Media consumption               Needs
Digita...
Green Light objectives
 To understand:

Where?                             What?
Media consumption                  Needs
...
The approach


Who and
where
Quantitative segmentation based
on attitudinal and behavioural
characteristics
Fused with TGI...
Segmenting the UK along
ethical parameters
Onlookers

                                                        26%
            • Lip service
            • Issues are ...
Conveniently Conscious
         • Aware  and concerned
         • The little things
         • No sacrifices



          ...
Positive Choosers
          •A  serious issue
          • Can make a difference
          • Looking to broaden green horiz...
Vocal Activists

  4%      • Taking a stand
          • Getting involved
          • Helping causes
 31%      • Primary


...
Principled Pioneers
  4%
  4%      • Exercising concerns
          • Purchasing ethically
                                ...
Busting some myths



Source:
Only slight differences in gender
%
100

90

80      51       43            52          60         41          45
70

60

...
The young are well
represented at both ends
Aged 15-34 - % Profile

                 Total           32%


            Onl...
Neither is social grade a determinant
ABC1 - % Profile

                   Total          55%


            Onlookers     ...
Green as a badge
Dispelling the “beardie myth”


        ªI’m not really one of those
              people called Jeremy w...
Green as a badge
Dispelling the “beardie myth”
Conspicuous consumption* –Index

                                  ªI’m not...
Where to communicate



Source:
We can now understand
their media choices
 Onlookers   Conveniently   Positive   Committed
              Conscious     Cho...
Understand and harness
their digital behaviour

 Onlookers        Conveniently   Positive   Committed
                   C...
Understand and harness
their digital behaviour

 Onlookers        Conveniently   Positive     Committed
                  ...
Segments represent
opportunities for all brands
 Onlookers   Conveniently   Positive   Committed
              Conscious  ...
What to communicate



Source:
Understanding “green” as a
purchase consideration

                              Consideration
     Tertiary              ...
Tackling a difficult category




         ≥
Targeting green messages
across the segments
  Onlookers         Conveniently           Positive         Committed
       ...
Targeting green messages
across the segments
  Onlookers           Conveniently            Positive         Committed
    ...
Targeting green messages
across the segments
  Onlookers            Conveniently           Positive         Committed
    ...
Targeting green messages
across the segments
  Onlookers            Conveniently             Positive               Commit...
Targeting green messages
across the segments
  Onlookers            Conveniently             Positive               Commit...
How to say it



Source:
Who’s responsible?




                 ≥
Who’s responsible?
Environmental damage
Who is most at fault for causing:

    Industries/Companies



                   ...
Who’s responsible?
Environmental damage
Who is most at fault for causing:

    Industries/Companies            17%
    Gov...
Who’s responsible?
Environmental damage                      1%
Who is most at fault for causing:

    Industries/Companie...
Who’s responsible?
Environmental damage                      1%
Who is most at fault for causing:

                       ...
Acknowledge your responsibility




          Joint Effort                      Empathy

  Onlookers       Conveniently   ...
Don’t lecture




              Pushback                   Feedback

  Onlookers        Conveniently   Positive      Commi...
Keep it upbeat




              Disempowered                Confirmation

  Onlookers     Conveniently   Positive       C...
Provide a simple action




     No compromise necessary

                    Empowered                Empathy

  Onlooker...
Avoid one-upmanship




                                            Invite
                                           scru...
When to lead with “green”




  ✗ ✗ ✓✓
                    Leading with “green”

  Onlookers   Conveniently         Positi...
In conclusion
A communications planning tool
Onlookers
• Moderately concerned                      26%                    ...
In conclusion
A communications planning tool
Onlookers
• Moderately concerned                      26%                    ...
In conclusion
A communications planning tool
Onlookers
• Moderately concerned                      26%                    ...
In conclusion
A communications planning tool
Onlookers
• Moderately concerned                      26%                    ...
There’s more to see…
Database available for free
Contact your relevant GNM
sales representative
Or
Drop your business card...
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D6359 D Green Light Pres

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D6359 D Green Light Pres

  1. 1. Sustaining your consumer connections
  2. 2. Today • A confused but willing marketplace • Green Light – A media planning tool – Who to target – Where – What to say – How to say it • Debate
  3. 3. How big is the “ethical” ad market? Estimated All Media Expenditure Estimated All Media Expenditure £160,000,000 Estimated All Media Expenditure £160,000,000 £160,000,000 C02/Environmental/Emissions C02/Environmental/Emissions £140,000,000 £140,000,000 £140,000,000 Environmental/Ethical/CO2/Carbon emission/Organic/Recycle/Recyclable/quot;fair tradequot;/Biodegradeable/Sustainable/CSR/quot;corporate social responsibilityquot; £120,000,000 £120,000,000 £120,000,000 £100,000,000 £100,000,000 £100,000,000 £80,000,000 £80,000,000 £75m (YTD) £80,000,000 £60,000,000 £60,000,000 £60,000,000 £40,000,000 £40,000,000 £20,000,000 £20,000,000 £40,000,000 £0 £0 £20,000,000 2002 2002 2003 2003 2004 2004 2005 2005 2006 2006 2007 2007 Source: Thomson Intermedia £0 2002 2003 2004 2005 2006 2007
  4. 4. How big is the “ethical” ad market? Estimated All Media Expenditure £160,000,000 Estimated All Media Expenditure Estimated All Media Expenditure £160,000,000 Estimated All Media Expenditure £160,000,000 £160,000,000 C02/Environmental/Emissions C02/Environmental/Emissions £136m (YTD) C02/Environmental/Emissions £140,000,000 £140,000,000 £140,000,000 £140,000,000 Environmental/Ethical/CO2/Carbon Environmental/Ethical/CO2/Carbon emission/Organic/Recycle/Recyclable/quot;fair emission/Organic/Recycle/Recyclable/ Environmental/Ethical/CO2/Carbon emission/Organic/Recycle/Recyclable/quot;fair tradequot;/Biodegradeable/Sustainable/CSR/quot;corporate social responsibilityquot; tradequot;/Biodegradeable/Sustainable/CSR/quot;corporate social responsibilityquot; ”fair trade”/Biodegradeable/Sustainable/ £120,000,000 £120,000,000 £120,000,000 CSR/”corporate social responsibility” £120,000,000 £100,000,000 £100,000,000 £100,000,000 £100,000,000 £80,000,000 £80,000,000 £75m (YTD) £80,000,000 £80,000,000 £60,000,000 £60,000,000 £60,000,000 £60,000,000 £40,000,000 £40,000,000 £20,000,000 £40,000,000 £20,000,000 £40,000,000 £0 £0 £20,000,000 £20,000,000 2002 2002 2003 2003 2004 2004 2005 2005 2006 2006 2007 2007 £0 Source: Thomson Intermedia £0 2002 2003 2004 2005 2006 2007 2002 2003 2004 2005 2006 2007
  5. 5. And where’s it going?
  6. 6. Chasing a heavier spending consumer UK expenditure on green/ethical goods and services - £bn 29.3 26.4 24.7 19.9 £ 13.9 £ 2001 £ £ 2002 2003 £ 2004 2005 2006 2007 Source: Mintel current prices
  7. 7. Spending more across all categories UK consumer spend - £bn 11.6 10.6 2004 2005 5.4 5.1 4.6 4.5 3.8 4.1 £ £ £ £ 1.7 £ 1.8 £ £ £ ££ Ethical food Green home Eco-travel Community Ethical finance Source: Mintel
  8. 8. Growing recognition of duty 77% 66% 2002 2007 People have a duty to recycle Source: TGI
  9. 9. A degree of willingness to pay extra I am prepared to pay more for environmentally friendly products Agree Neither agree nor Disagree disagree 43% 34% 23% Source: TGI Apr 06-Mar 07
  10. 10. Disempowerment, confusion, willingness confusion Disempowerment willingness confusion ≥ confusion willingness willingness Disempowerment
  11. 11. More column inches than ever Environment Editorial – All Press (Column Centimetres) 120,000 100,000 80,000 Ccms 60,000 40,000 20,000 0 09/02 Thru 08/03 09/03 Thru 08/04 09/04 Thru 08/05 09/05 Thru 08/06 09/06 Thru 08/07 Year Source: NMR
  12. 12. But what constitutes green? Recycling is But doesn’t an important it just end up part of being in landfills green overseas? What about If we “do our Chinese and bit” we’ll make Indian power a difference stations? Can any Hybrid cars are driving be more green green though? than other cars
  13. 13. But what constitutes green? Recycling is But doesn’t an important it just end up part of being in landfills green overseas? What about If we “do our Chinese and bit” we’ll make Indian power a difference stations? Can any Hybrid cars are driving be more green green though? than other cars Source:
  14. 14. And there’s already too much to think about There’s too much information to go through when making a purchase decision 49% 57% 1999 2007 Source: NVision
  15. 15. Green Light objectives To understand: Who?
  16. 16. Green Light objectives To understand: Where? Media consumption Digital behaviour Brand purchasing Who?
  17. 17. Green Light objectives To understand: Where? What? Media consumption Needs Digital behaviour Lifestyle Brand purchasing Who? Barriers/Triggers
  18. 18. Green Light objectives To understand: Where? What? Media consumption Needs Digital behaviour Lifestyle Brand purchasing Who? Barriers/Triggers How? Interests Emotions
  19. 19. Green Light objectives To understand: Where? What? Media consumption Needs Digital behaviour Lifestyle Brand purchasing Who? Barriers/Triggers ≥ And provide a framework for commercial communication How? ≤ Interests Emotions
  20. 20. The approach Who and where Quantitative segmentation based on attitudinal and behavioural characteristics Fused with TGI/TGI.Net and our own Total Audience Research to What and how give us: Depth qualitative groups to explore Media/brand/other lifestyle/ needs and lifestyle shopping and spending data and stimuli testing
  21. 21. Segmenting the UK along ethical parameters
  22. 22. Onlookers 26% • Lip service • Issues are exaggerated • Not my responsibility • Disempowered ª It’s not my responsibility to start worrying about it. They’ll make me be green – they’ll do it, I know it, I often think it’s just one whatever happens big scam to squeeze 26% more out of you º
  23. 23. Conveniently Conscious • Aware and concerned • The little things • No sacrifices 35% • Secondary consideration ªI will make any 35% change that saves me a bit of money You do wonder what our small island can do when there’s China and India building new 26% power stations every week º
  24. 24. Positive Choosers •A serious issue • Can make a difference • Looking to broaden green horizons 31% • Not enough product choice • Potentially primary consideration ª 35% I’m actively green because I don’t want my grandchildren to grow up 31% ª environment is a in a desert, I see it as a moral issue The serious business for 26% us all. It’s not just beardie-weirdies º
  25. 25. Vocal Activists 4% • Taking a stand • Getting involved • Helping causes 31% • Primary ª 4% 35% Too many companies think if they put a green sticker on it we’ll be convinced It’s much too easy to pass the buck, we’re all responsible and 26% we all have to do our bit º
  26. 26. Principled Pioneers 4% 4% • Exercising concerns • Purchasing ethically ª I buy the right • Living ethically things where they 31% • Knowledgeable are available, like looking for the • Actively seeking out sustainable mark on the fish I buy º 35% ª I enjoy finding out about what I can do to help, I’ve fitted a water butt in 4% my garden recently to use less water º 26%
  27. 27. Busting some myths Source:
  28. 28. Only slight differences in gender % 100 90 80 51 43 52 60 41 45 70 60 50 40 30 Female 49 57 48 40 59 55 20 Male 10 0 Total Onlookers Conveniently Positive Vocal Principled Conscious Choosers Activists Pioneers
  29. 29. The young are well represented at both ends Aged 15-34 - % Profile Total 32% Onlookers 44% Conveniently Conscious 30% Positive Choosers 21% Vocal Activists 38% Principled Pioneers 42%
  30. 30. Neither is social grade a determinant ABC1 - % Profile Total 55% Onlookers 49% Conveniently Conscious 55% Positive Choosers 61% Vocal Activists 58% Principled Pioneers 46%
  31. 31. Green as a badge Dispelling the “beardie myth” ªI’m not really one of those people called Jeremy who knits his own yoghurt º
  32. 32. Green as a badge Dispelling the “beardie myth” Conspicuous consumption* –Index ªI’m not really one of those 150 140 130 people called Jeremy who knits his own yoghurt º 120 110 100 90 80 70 60 Onlookers Conveniently Positive Choosers Committed 50 Conscious Source: Green Light; Agree 2+ statements: I like to stand out in a crowd, A designer label improves a person’s image; I like a car that stands out
  33. 33. Where to communicate Source:
  34. 34. We can now understand their media choices Onlookers Conveniently Positive Committed Conscious Choosers
  35. 35. Understand and harness their digital behaviour Onlookers Conveniently Positive Committed Conscious Choosers Consuming Creating Functional Immersed Traditional Brands Digital Entertainment Education
  36. 36. Understand and harness their digital behaviour Onlookers Conveniently Positive Committed Conscious Choosers Consuming Creating Functional Immersed Traditional Brands Influence Digital Entertainment Education
  37. 37. Segments represent opportunities for all brands Onlookers Conveniently Positive Committed Conscious Choosers
  38. 38. What to communicate Source:
  39. 39. Understanding “green” as a purchase consideration Consideration Tertiary Secondary Primary Motivated Peer pressure More positive and a desire to Part of their by other choices and do their bit but identity benefits mitigate guilt no more Onlookers Conveniently Positive Vocal Principled Conscious Choosers Activists Pioneers
  40. 40. Tackling a difficult category ≥
  41. 41. Targeting green messages across the segments Onlookers Conveniently Positive Committed Conscious Choosers Often Feel guilty unrepentant No objection to green motoring Will seek out about driving about driving green cars but and seeking a car and are looking but do not currently desire green unaware of that gives them for other options permission to motivations alternatives drive
  42. 42. Targeting green messages across the segments Onlookers Conveniently Positive Committed Conscious Choosers Often Feel guilty unrepentant No objection to green motoring Will seek out about driving about driving green cars but and seeking a car and are looking but do not currently desire green unaware of that gives them for other options permission to motivations alternatives drive Cost saving Saves on costs. And green too
  43. 43. Targeting green messages across the segments Onlookers Conveniently Positive Committed Conscious Choosers Often Feel guilty unrepentant No objection to green motoring Will seek out about driving about driving green cars but and seeking a car and are looking but do not currently desire green unaware of that gives them for other options permission to motivations alternatives drive Cost saving Saves on costs. And green too No compromise Green but no compromise
  44. 44. Targeting green messages across the segments Onlookers Conveniently Positive Committed Conscious Choosers Often Feel guilty unrepentant No objection to green motoring Will seek out about driving about driving green cars but and seeking a car and are looking but do not currently desire green unaware of that gives them for other options permission to motivations alternatives drive Cost saving Saves on costs. And green too No compromise Green but no compromise Inform/Demystify This is how we make a car green
  45. 45. Targeting green messages across the segments Onlookers Conveniently Positive Committed Conscious Choosers Often Feel guilty unrepentant No objection to green motoring Will seek out about driving about driving green cars but and seeking a car and are looking but do not currently desire green unaware of that gives them for other options permission to motivations alternatives drive Cost saving Saves on costs. And green too No compromise Green but no compromise Inform/Demystify This is how we make a car green Permission Drive – and be green
  46. 46. How to say it Source:
  47. 47. Who’s responsible? ≥
  48. 48. Who’s responsible? Environmental damage Who is most at fault for causing: Industries/Companies Most responsible for causing 69%
  49. 49. Who’s responsible? Environmental damage Who is most at fault for causing: Industries/Companies 17% Government Most responsible for causing 69%
  50. 50. Who’s responsible? Environmental damage 1% Who is most at fault for causing: Industries/Companies 17% Government Non government/ Non-profit Most organisations/ responsible Local community groups for causing 69%
  51. 51. Who’s responsible? Environmental damage 1% Who is most at fault for causing: 13% Industries/Companies 17% Government Non government/ Non-profit Most organisations/ responsible Local community groups for causing Individuals 69%
  52. 52. Acknowledge your responsibility Joint Effort Empathy Onlookers Conveniently Positive Committed Conscious Choosers
  53. 53. Don’t lecture Pushback Feedback Onlookers Conveniently Positive Committed Conscious Choosers
  54. 54. Keep it upbeat Disempowered Confirmation Onlookers Conveniently Positive Committed Conscious Choosers
  55. 55. Provide a simple action No compromise necessary Empowered Empathy Onlookers Conveniently Positive Committed Conscious Choosers
  56. 56. Avoid one-upmanship Invite scrutiny Bandwagon Onlookers Conveniently Positive Committed Conscious Choosers
  57. 57. When to lead with “green” ✗ ✗ ✓✓ Leading with “green” Onlookers Conveniently Positive Committed Conscious Choosers
  58. 58. In conclusion A communications planning tool Onlookers • Moderately concerned 26% Positive ª environment is a The Choosers seriousIt’s not just business for Conveniently Conscious 35% • Issues are exaggerated us all. • Aware and concerned • Not my responsibility •A serious issue • Can make a difference beardie-weirdies º • The little things • Disempowered ª • No sacrifices 31% • Looking to broaden green horizons • Not enough product choice • Secondary It’s not my responsibility to start • Potentially Primary ª worrying about it. They’ll make me ª I will make any Who? be green – they’ll do it, I know it, You do wonder what our small I often think it’s just one change that saves whatever happens I’m actively green because I don’t island can do when there’s big scam to squeeze me a bit of money want my grandchildren to grow up China and India building new more out of you º in a desert, I see it as a moral issue º power stations ever week º Vocal Principled ª Activists Pioneers I buy the right things where they • Takinga stand • Exercising concerns are available, like • Purchasing ethically looking for the • Getting involved sustainable mark 4% • Helping causes • Living ethically on the fish I buy • Primary • Knowledgeable • Actively seeking out º ªToo many companies think if It’s much too easy to pass the buck, we’re all ª responsible and we all I enjoy finding out about what I can º 4% they put a green sticker on it have to do our bit do to help, I’ve fitted a water butt in we’ll be convinced my garden recently to use less water º
  59. 59. In conclusion A communications planning tool Onlookers • Moderately concerned 26% Positive ª environment is a The Choosers seriousIt’s not just business for Conveniently Conscious 35% • Issues are exaggerated us all. • Aware and concerned • Not my responsibility •A serious issue • Can make a difference beardie-weirdies º • The little things • Disempowered ª • No sacrifices 31% • Looking to broaden green horizons • Not enough product choice • Secondary It’s not my responsibility to start • Potentially Primary ª worrying about it. They’ll make me ª I will make any Who? be green – they’ll do it, I know it, You do wonder what our small I often think it’s just one change that saves whatever happens I’m actively green because I don’t island can do when there’s big scam to squeeze me a bit of money want my grandchildren to grow up China and India building new more out of you º in a desert, I see it as a moral issue º power stations ever week º Vocal Principled ª Activists Pioneers I buy the right things where they • Takinga stand • Exercising concerns are available, like • Purchasing ethically looking for the • Getting involved sustainable mark 4% • Helping causes • Living ethically on the fish I buy • Primary • Knowledgeable • Actively seeking out º ªToo many companies think if It’s much too easy to pass the buck, we’re all ª responsible and we all I enjoy finding out about what I can º 4% they put a green sticker on it have to do our bit do to help, I’ve fitted a water butt in we’ll be convinced my garden recently to use less water º Onlookers Conveniently Positive Committed Conscious Choosers Where?
  60. 60. In conclusion A communications planning tool Onlookers • Moderately concerned 26% Positive ª environment is a The Choosers seriousIt’s not just business for Conveniently Conscious Onlookers Conveniently Positive Committed Conscious Choosers 35% • Issues are exaggerated us all. • Aware and concerned • Not my responsibility •A serious issue • Can make a difference beardie-weirdies º • The little things • Disempowered ª • No sacrifices 31% • Looking to broaden green horizons • Not enough product choice • Secondary Often Feel guilty It’s not my responsibility to start • Potentially Primary ª unrepentant No objection to green motoring Seek out green about driving worrying about it. They’ll make me ª I will make any about driving cars but needs one and seeking a car Who? What? You do wonder what our small be green – they’ll do it, I know it, I often think it’s just one change that saves but do not currently whatever happens I’m actively green because I don’t me a bit of money island can do when there’s and are looking that meets all of that gives them big scam to squeeze want my grandchildren to grow up China and India building new desire green more out of you º in a desert, I see it as a moral issue º power stations ever week º for other motivations alternatives their needs permission to drive Cost saving Vocal Principled ª Saves on costs. And green too Activists Pioneers I buy the right things where they are available, like • Taking a stand • Exercising concerns • Purchasing ethically looking for the No Compromise • Getting involved sustainable mark Green but no compromise 4% • Helping causes • Living ethically on the fish I buy • Primary • Knowledgeable • Actively seeking out º Inform/Demystify ªToo many companies think if It’s much too easy to pass the buck, we’re all ª This is how we make a car green responsible and we all I enjoy finding out about what I can º 4% they put a green sticker on it we’ll be convinced have to do our bit do to help, I’ve fitted a water butt in Permission my garden recently to use less water º Drive – and be green Onlookers Conveniently Positive Committed Conscious Choosers Where?
  61. 61. In conclusion A communications planning tool Onlookers • Moderately concerned 26% Positive ª environment is a The Choosers seriousIt’s not just business for Conveniently Conscious Onlookers Conveniently Positive Committed Conscious Choosers 35% • Issues are exaggerated us all. • Aware and concerned • Not my responsibility •A serious issue • Can make a difference beardie-weirdies º • The little things • Disempowered ª • No sacrifices 31% • Looking to broaden green horizons • Not enough product choice • Secondary Often Feel guilty It’s not my responsibility to start • Potentially Primary ª unrepentant No objection to green motoring Seek out green about driving worrying about it. They’ll make me ª I will make any about driving cars but needs one and seeking a car Who? What? You do wonder what our small be green – they’ll do it, I know it, I often think it’s just one change that saves but do not currently whatever happens I’m actively green because I don’t me a bit of money island can do when there’s and are looking that meets all of that gives them big scam to squeeze want my grandchildren to grow up China and India building new desire green more out of you º in a desert, I see it as a moral issue º power stations ever week º for other motivations alternatives their needs permission to drive Cost saving Vocal Principled ª Saves on costs. And green too Activists Pioneers I buy the right things where they are available, like • Taking a stand • Exercising concerns • Purchasing ethically looking for the No Compromise • Getting involved sustainable mark Green but no compromise 4% • Helping causes • Living ethically on the fish I buy • Primary • Knowledgeable • Actively seeking out º Inform/Demystify ªToo many companies think if It’s much too easy to pass the buck, we’re all ª This is how we make a car green responsible and we all I enjoy finding out about what I can º 4% they put a green sticker on it we’ll be convinced have to do our bit do to help, I’ve fitted a water butt in Permission my garden recently to use less water º Drive – and be green Onlookers Conveniently Positive Committed Conscious Choosers Where? How?
  62. 62. There’s more to see… Database available for free Contact your relevant GNM sales representative Or Drop your business card in the box on your way out Source:

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