If consumers are becoming ever more aware of and interested in global environmental and social challenges, why is their behavior largely not reflective of this? How is it that those who buy the most stuff feel the least 'consumer guilt,' while still expressing the highest levels of awareness? Recent studies have found these and other perplexing contradictions between consumer beliefs, on the one hand, and purchasing behaviors on the other. To help us understand the consumer psyche on a deeper level, through hard facts and a healthy dose of empathy, we are joined by a stellar research panel of domain experts.

1. Research Panel: Untangling the Consumer
Attitude/Behavior Gap
¡ Sally Uren, Deputy Chief Executive, Forum for the
Future
¡ David North, Executive Director, Sustainable
Consumption Institute
¡ Raphael Bemporad, Founding Partner & Chief
Strategy Officer, BBMG
¡ Joseph Staton, Director & General Manager, GfK
Consumer Trends, GfK Group
¡ Charlie Attenborough, Managing Director,
International Advertising, National Geographic
Sustainable Brands
London Conference

2. Research Panel: Untangling the Consumer
Attitude/Behavior Gap
¡ Charlie Attenborough, Managing Director,
International Advertising, National Geographic
Sustainable Brands
London Conference

3. 1

4. Participating Countries
2012
2

5. Greendex Structure with Weighting
In calculating the total Greendex scores, the sub-indices are weighted as follows:
3

6. Greendex: Overall Rankings
Trends: 2008–2012
4

7. Changes in Overall Greendex Score
Trends: 2010–2012
5

8. I Feel Guilty about the Impact I Have
on the Environment
Percentage of Consumers in Each Country, 2012
The white space in this chart represents “3” (on a scale of 1 to 5 where 1 means “Strongly disagree” and 5
6 means “Strongly agree”) and “DK/NA.”

9. The Impact That Our Society Has on the Environment
Is So Severe That There Is Very Little Individuals
Can Do about It
Percentage of Consumers in Each Country, 2012
The white space in this chart represents “3” (on a scale of 1 to 5 where 1 means “Strongly disagree” and 5
7 means “Strongly agree”) and “DK/NA.”

10. 8

11. Research Panel: Untangling the Consumer
Attitude/Behavior Gap
¡ Raphael Bemporad, Founding Partner & Chief
Strategy Officer, BBMG
Sustainable Brands
London Conference

13. WHAT IS THE ROLE OF THE
CONSUMER IN A
SUSTAINABLE ECONOMY?

14. REGENERATION
CONSUMER STUDY
UK
Germany
USA
China
India
Brazil

15. ENVIRONMENTALISM

16. 66 %
say “as a society, we need
to consume a lot less to
improve the environment
for future generations.”

17. 66 %
say “as a society, we need
to consume a lot less to
improve the environment
for future generations.”
%
76
57 %
Emerging Developed
Markets Markets

18. 65 %
say “I have a responsibility
to purchase products that
are good for the
environment and society.”

19. 65 %
say “I have a responsibility
to purchase products that
are good for the
environment and society.”
%
82
49 %
Emerging Developed
Markets Markets

20. MATERIALISM

21. 63 %
say “shopping for new
things makes me happy.”
%

22. 63 %
say “shopping for new
things makes me happy.”
77 %
48 %
Emerging Developed
Markets Markets

23. 56 %
say “I care a lot about
how I look, my style.”

24. 56 %
say “I care a lot about
how I look, my style.”
68 %
45 %
Emerging Developed
Markets Markets

25. REGENERATION
CONSUMER
SEGMENTATION

26. MEET THE
ASPIRATIONALS

27. CONSUMER SEGMENTATION

28. THE OPPORTUNITY

29. THE OPPORTUNITY
ENVIRONMENTALISM

30. THE OPPORTUNITY
ENVIRONMENTALISM
MATERIALISM

31. THE OPPORTUNITY
ENVIRONMENTALISM
MATERIALISM
THE POWER OF ‘AND’

32. RegenerationRoadmap.com

33. Research Panel: Untangling the Consumer
Attitude/Behavior Gap
¡ Joseph Staton, Director & General Manager, GfK
Consumer Trends, GfK Group
Sustainable Brands
London Conference

34. Green Gauge® Global
GfK Consumer Trends for Sustainable Brands London
© GfK 2012 | Source: GfK Consumer Trends, Roper Reports® Worldwide, Green Gauge® Global 2012 for Sustainable Brands, London 1

35. 1 | Context
Concern for the Companies face an A green behavioural
environment increasing level of divide still exists
remains high – scrutiny from across the world –
Green continues to consumers – the emerging markets
be a globally rise of CSR are beginning to
relevant lead some green
mainstream trend trends
1 2 3
© GfK 2012 | Source: GfK Consumer Trends, Roper Reports® Worldwide, Green Gauge® Global 2012 for Sustainable Brands, London 2

36. RR®W | Top Concerns Global 25
Recession & Unemployment
Enough Money/Pay the Bills
Inflation & High Prices
Crime & Lawlessness
Environmental Pollution
Educational Quality
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
© GfK 2012 | Source: GfK Consumer Trends, Roper Reports® Worldwide, Green Gauge® Global 2012 for Sustainable Brands, London 3

37. 2 | Companies
Concern for the Companies face an A green behavioural
environment increasing level of divide still exists
remains high – scrutiny from across the world –
Green continues to consumers – the emerging markets
be a globally rise of CSR are beginning to
relevant lead some green
mainstream trend trends
1 2 3
© GfK 2012 | Source: GfK Consumer Trends, Roper Reports® Worldwide, Green Gauge® Global 2012 for Sustainable Brands, London 4

38. Pragmatism powers expectations of business
Most important responsibilities of companies today (% mentioning)
Providing good jobs for people
Being environmentally responsible
Protecting the health and safety of its workers
Producing good quality products or services
Charging reasonable prices for products and services
Paying a fair share of taxes
Investing in research and technology
Advertising honestly
Having programs that address social issues and causes
Helping to educate people
Supporting the local community
Being involved with charities
Providing a good return to shareholders
© GfK 2012 | Source: GfK Consumer Trends, Roper Reports® Worldwide, Green Gauge® Global 2012 for Sustainable Brands, London 5

39. 3 | Consumers
Concern for the Companies face an A green behavioural
environment increasing level of divide still exists
remains high – scrutiny from across the world –
Green continues to consumers – the emerging markets
be a globally rise of CSR are beginning to
relevant lead some green
mainstream trend trends
1 2 3
© GfK 2012 | Source: GfK Consumer Trends, Roper Reports® Worldwide, Green Gauge® Global 2012 for Sustainable Brands, London 6

40. GG®G Segmentation | Who?
Segment Description
“Willing but not able – need the tools…”
“Green is a status symbol…”
“The most active in thought and action…”
“Pro-environmental attitudes, but focus
mostly on ‘easy’ behaviours…”
“Sceptical and cynical, but participate
sometimes…”
© GfK 2012 | Source: GfK Consumer Trends, Roper Reports® Worldwide, Green Gauge® Global 2012 for Sustainable Brands, London 7

41. GG®G Segmentation | Glamour Rising
% age 15+ who belong to specified Green Gauge Global segments, 2010-12
2010 2011 2012
© GfK 2012 | Source: GfK Consumer Trends, Roper Reports® Worldwide, Green Gauge® Global 2012 for Sustainable Brands, London 8

42. GG®G Segmentation | Where?
Segment Countries
© GfK 2012 | Source: GfK Consumer Trends, Roper Reports® Worldwide, Green Gauge® Global 2012 for Sustainable Brands, London 9

43. RR®W | Personal Values 2007-2012
Functional Needs
#2 Honesty Emotional Needs
#5 Authenticity
Personal
“Being sincere, Values
“Being true to
Brand Values
having integrity…” myself…”
Emotional Benefits
Functional Benefits
Value Rank Description
“Wanting to explore & learn about new
Curiosity +10
things”
Wisdom +5 “Having a profound understanding of life”
Knowledge +5 “Being well-educated about things”
“Respecting ethnic, religious & racial
Social Tolerance +4
differences
Preserving the
+2 “Helping to preserve nature”
Environment
© GfK 2012 | Source: GfK Consumer Trends, Roper Reports® Worldwide, Green Gauge® Global 2012 for Sustainable Brands, London 10

44. GG®G Segmentation | Values
Segment Description
“Duty”, “Faith”
& “Respecting Ancestors”
“Status”
& “Being Youthful”
“Open-mindedness”
& “Social Tolerance”
“Learning”
& “Internationalism”
“Material Security”, “Thrift”
& “Traditional Gender Roles”
© GfK 2012 | Source: GfK Consumer Trends, Roper Reports® Worldwide, Green Gauge® Global 2012 for Sustainable Brands, London 11

45. GG®G | Key Observations
View Green through Give people a Understand the
the prism and social outlet for Green barriers (but
motivations of Green – make it focus first on the
innate Personal visible, think about need your brand
Values… the role of social addresses)…
signalling and
status…
1 2 3
© GfK 2012 | Source: GfK Consumer Trends, Roper Reports® Worldwide, Green Gauge® Global 2012 for Sustainable Brands, London 12