Shift Report- The New Variables

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Shift Report- The New Variables

  1. 1. THE SHIFT REPORT ™THE NEW VARIABLES™The New Variables that are defining success and drivingpeople’s lifestyle choices, purchase decisions and brandrelationships#THENEWVARIABLES © Conscientious Innovation Ltd. 2013. All rights reserved. www.ci-shift.com | +1 604 877-1277 | info@ci-shift.com
  2. 2. #THENEWVARIABLESTHE NEW VARIABLES CONTINUE TO EXPAND PERMEATINGCONSUMERS LIFESTYLE CHOICES, PURCHASE DECISIONS ANDBRAND RELATIONSHIPS REPRESENTING AN OPPORTUNITY FORBRANDS.On a consumer and cultural level, people continue to move towards an evolved set of variables that definesuccess and are guiding people’s lifestyle choices, brand relationships and purchase decisions. TheNew Variables™ of integrity, authenticity, connection, consciousness, community and social responsibilityare increasingly reflected in what people care about today, how they are evaluating brand relationships,making lifestyle choices and purchase decisions, according to The SHIFT Report. These New Variables are the hallmarks of the cultural shift to conscious consumerism, sustainability and social responsibility. Increasingly consumers are gravitating to brand, marketing and community experience that deliver them with both substance and style. What’s meaningful to people today continues to reflect The New Variables and peoples’ desire for a sustainable, conscious, connected thriving life. Those sustainability issues that are consistently most important fall into the social and personal sustainability pillars, versus being exclusive to the environmental sustainability pillars only.Copyright © 2013 Conscientious Innovation Ltd. 2
  3. 3. #THENEWVARIABLESThose sustainable life issues that fall in the Environmental Sustainability pillar only and are exclusive ofSocial, Personal and/or Spiritual Sustainability continue to rank lowest in importance for consumers. Whilethis by no means indicates that environmental sustainability issues such as global warming, or buyingenvironmentally friendly products are not important, when looked at in context of the lives people leadand what is meaningful to them, those issues that fall exclusively into the Environmental Sustainabilitypillar are continuously at the bottom of the hierarchy. The issues of importance to people today continueto reflect a desire for a conscious, connected, thriving sustainable life, not necessarily a green life.Sustainability: More than GreenCopyright © 2013 Conscientious Innovation Ltd. 3
  4. 4. #THENEWVARIABLESCopyright © 2013 Conscientious Innovation Ltd. 4
  5. 5. #THENEWVARIABLES The New Variables™ 95% 85% 69% 92% Treating people around me Feeling connected to Want to know about In messages about their ethically and with respect is my friends family and the socially responsible social responsibility efforts, a way I action my attitudes community is important behavior of brands whose brands need to make sure on sustainability and social products and services they they have the credibility to responsibility every day buy. make such claims 66% 57% 57% 69% Buying local and supporting Contributing to my Spiritual contentment and “What goes around comes locally based business is community in the real world, support versus material around, call it karma if you important not the internet is important contentment and support is like” is a driver behind important making sustainable and socially responsible lifestyle choices and purchase decisions Source: The SHIFT Report 2012-2013Copyright © 2013 Conscientious Innovation Ltd. 5
  6. 6. #THENEWVARIABLESYEAR-TO-YEAR CONSISTENCY IN HIERARCHY OFWHAT’S MEANINGFUL TO PEOPLE.IN SUSTAINABLE LIFE ISSUES OVERALL WOMEN LEAD THE WAY AND MILLENNIALS NOT THE MOSTENGAGEDThe SHIFT Report reveals that across both the general population and demographic groups, there isyear-to-year consistency in the hierarchy of what’s meaningful to people today. Over the past five yearsthere has been little variance in this hierarchy of what’s important to people, with those issues that fallinto the Personal, Social and/or Spiritual Sustainability Pillars being the most important and those thatare exclusive to the Environmental Sustainability falling at the bottom of the hierarchy in terms of whatis important to people. 61% to 66% 58% to 50% 58% 50% 61% 66% 2008-2009 2012-13 2008-2009 2012-13 BIGGEST DECREASE IN THE PAST 5 YEARS BIGGEST INCREASE IN THE PAST 5 YEARS GLOBAL WARMING GOES DOWN BUYING LOCAL AND SUPPORTING LOCALLY BASED FROM 58% to 50% BUSINESS FROM 61% TO 66% Source: The SHIFT Report 2012-2013 Source: The SHIFT Report 2012-2013Copyright © 2013 Conscientious Innovation Ltd. 6
  7. 7. #THENEWVARIABLESThe sustainability issue with the biggest decrease in importance over the last five years is Global Warming.The SHIFT Report shows that 58% of people indicated Global Warming as an important sustainabilityissue in the 2008-2009 SHIFT Report quantitative study, compared with 50% in the 2012-2013 SHIFTReport quantitative study. The sustainability issue with the biggest increase in importance over the lastfive years is Buying Local and Supporting Locally Based Business. The SHIFT Report shows that 61%of people indicated Buying Local and Supporting Locally Based Business as an important sustainabilityissue in the 2008-2009 SHIFT Report quantitative study, compared with 66% in the 2012-2013 SHIFTReport quantitative study. Both studies were fielded online with a 5,000 sample across the US (4,000) andCanada (1,000) representative of the adult (18+) General Population.Copyright © 2013 Conscientious Innovation Ltd. 7
  8. 8. #THENEWVARIABLES WOMEN DRIVE THE NEW VARIABLES The SHIFT Report has tracked increasing marketplace chatter on the focus on women and sustainability, CSR and positive impact. An increasing number of women targeted brands position themselves around The New Variables™, in particular authenticity, such as Dove (which was one of the first to do so). The SHIFT Report validates this marketplace chatter revealing a significant difference in how women rate sustainability issues as important, then men. Across all sustainable life and CSR issues, women are more attitudinally engaged then men. Furthermore, women are more behaviourally engaged. They are significantly more likely to link attitude with action in making sustainable and socially responsible lifestyle choices and purchase decisions across all consumption categories.Copyright © 2013 Conscientious Innovation Ltd. 8
  9. 9. #THENEWVARIABLES WOMEN DRIVE THE NEW VARIABLES Women are significantly more like to connect attitudes with action when it comes to making sustainable and socially responsible lifestyle choices and purchase decisions. According to The SHIFT Report, across all consumption categories women are on average, 12% more likely than men to have already made sustainable and socially responsible lifestyle choices and purchase decisions. The category with the most significant difference between men’s and women’s engagement is skin/beauty care. 57% of women say they have made sustainable and socially responsible choices relative to their skin/beauty care versus to 34% of men. The top categories when looking at either the general population, women only or men only are consistent across all groups. My food, my home cleaning and my home energy are the top performing categories. This is because they represent the lowest barriers to entry for consumers, considering Consumer Four Barriers to Conscious Consumption™: Time, Knowledge, Price and Pressure.Copyright © 2013 Conscientious Innovation Ltd. 9
  10. 10. #THENEWVARIABLESThought leadership opportunity: skin and beauty care brandsWhile it’s not surprising that women lead in this category, it is a category where consumers indicatethey don’t see any social responsibility leadership. The SHIFT Report reveals that across a selectionof mass market skin and beauty brands including Avon, L’Oreal, Olay, Johnson & Johnson and others,the majority of consumers do not feel these brands are socially responsible. Regardless of some of thesocial responsibility initiates of these brands, the initiatives are not connecting to brand and resulting insocial responsibility as perceived brand attribute for market leaders in the skin/beauty care sector.There is a big opportunity in the skin/beauty care sector for thought leadership in the cultural shiftto conscious consumerism and social responsibility. The cultural and relevance leaders of tomorrowwill be brands that define and tell their Integrity Brand® story by aligning what’s meaningful to theirstakeholders with their brand. This is the strategic springboard to deliver a brand experience - internallyand externally - that connects with what’s meaningful to consumers today.Regardless of changing marketplace buzzwords, the majority of people consistently want toknow about the social responsibility of brands they buyAccording to The SHIFT Report 2012-2013, 69 percent of the North Americans want to know aboutthe socially responsible behaviour of brands whose products and services they buy, This number hasremained consistent over the last five years with an incremental 2 percent increase for the 2012-2013study.Looking at consumers’ desire to know about what’s going on behind closed corporate doors acrossdemographic groups validates again the increasing cultural conversation about women leading the wayfor positive change. According to The SHIFT Report, women are significantly more likely than men towant to know what’s going on behind closed doors at companies whose products and services they buy.Integrity Brand® is a registered trademark of Conscientious Innovation Ltd, All rights reserved.Copyright © 2013 Conscientious Innovation Ltd. 10
  11. 11. #THENEWVARIABLESDo you want to know about the socially responsible behaviour of brands whoseproducts and services you buy? 2015 onwards 2008/2009 2010/2011 2012/2013 69% 80% 67% 67% 2009 2010 2011 2012 2013 2014 2015 2016 Source: The SHIFT Report 2012-2013 Women vs Men 74% 35% 65% 26% Source: The SHIFT Report 2012-2013 Yes Source: The SHIFT Report 2012-2013 NoCopyright © 2013 Conscientious Innovation Ltd. 11
  12. 12. #THENEWVARIABLESHIERARCHY OF WHAT’S IMPORTANT CONSISTENTACROSS AGE GROUPS.MILLENNIALS CONNECT MOST WITH ENVIRONMENTAL SUSTAINABILITY ISSUES BUT GREEN STILLFALLS AT THE BOTTOM OF THE IMPORTANCE LADDER FOR THEMAcross age groups there is consistency in the hierarchy of what’s important to people today, with thosesustainable life issues falling in the Social and Personal Sustainability Pillars exceeding in importancethose that are exclusive to the Environmental Sustainability Pillar only. While the hierarchy of what’simportant is consistent with other age groups, Millennials are more likely than any other group to ratethose issues exclusive to environmental sustainability (and which are often perceived as outside one’simmediate life) as important. These include as Climate Change and Organic Products. 53% of 25-34 yearolds feel that Climate Change is an important issue, more than any other age group except those 60-65.43% of 25-34 year olds feel Organic Products are important, more than all other age groups.Whether Millennials see the bigger picture or are simply the generation that came of age when Al Gore’sAn Inconvenient Truth injected the importance of green into the zeitgeist, thus connecting to ClimateChange to Millennials’ cultural identity, is debatable.Copyright © 2013 Conscientious Innovation Ltd. 12
  13. 13. #THENEWVARIABLESTHE OPPORTUNITY IN BOOMERSThose aged 60-65 are more likely than any other age group to want to know about the socially responsiblebehaviour of brands according to The SHIFT Report. This combined with their balanced and holisticrelationship with Sustainability Issues, and their spending power makes them an ideal target for brandstoday. Those aged 60+ are more likely than any other age group to feel a range of sustainability issuesacross all Four Pillars of Sustainability are important including the following:• Fair Trade (77%)• A sense of well-being (92%)• Buying local and supporting locally based business (74%)• The products and services I buy are made in an environmentally conscious fashion (56%)• A higher purpose in life is meaningful to me (75%)• Feeling connected to my friends, family and community (90%)The SHIFT Report shows that, with the exception of a few environmental sustainability issues, as peopleget older they connect more with sustainability issues and evolve to a more holistic definition of what’smeaningful to them, rating a sustainable life overall as what is important to them.Copyright © 2013 Conscientious Innovation Ltd. 13
  14. 14. #THENEWVARIABLESThe Rules of Integrity Brand® MarketingSignificant Increases In Consumer Demands for Credibility, Specific Detailsand Community ImpactConsumers continue to want to see authenticity and honestyin brand claims, and have remained relatively consistent in INTEGRITY BRAND®the qualities they seek in marketing communications if theyare going to buy into and believe a brand’s claims about the MARKETING RULESgood things it does in the world, though they don’t expectbrands to be Mother Teresa. The SHIFT Report reveals thatthe top rule for brands packaging and serving up positive 1 Be Credibleimpact in their marketing communications is “Be Credible”.Regarding brand messaging about social responsibilityclaims, The SHIFT Report reveals that 92% of people say that 2 Be Speciifcbrands have to make sure they have the credibility to makesuch claims to be believable. This is nearly twenty percenthigher than The SHIFT Report 2008-2009 survey, when 3 Show Up in73% of people said the same. People are significantly more My Backyardengaged with and demanding the Integrity Brand® marketingrules than they were five years ago. 20 percent more agreethat brands need to provide concrete evidence in their socialresponsibility marketing messages and 13 percent moreagree that they need to see direct results in their community Source: The SHIFT Report 2012-2013from a brand’s social responsibility efforts.Brands not only need to define and tell their Integrity Brand® story, they need to follow specific rules ofengagement if they want their customers to buy into their messages.Integrity Brand® is a registered trademark of Conscientious Innovation Ltd, All rights reserved.Copyright © 2013 Conscientious Innovation Ltd. 14
  15. 15. #THENEWVARIABLESThe New Variables™ in CultureCopyright © 2013 Conscientious Innovation Ltd. 15
  16. 16. #THENEWVARIABLESTHE NEW VARIABLES SEGMENTATION: A PREDICTIVE ANDCONSISTENT MODEL The 109 Million Market Opportunity Those that engage most with The New Variables™ and care most about sustainability and CSR issues are more loyal, more optimistic, more committed, more engaged in their communities and with brands, and shop more. If you know how to address them, and they care about you they will buy more, commit more and share more about you with their friends, family and community than any other segment of the population. The SHIFT Report reveals that there are 109 million of them in the US alone. For national and Vocal Globalist 109 Million global brands, this segment likely makes up a third of their workforce. They are called the Vocal Globalist.Attitude and Behaviour Consistency Over Past 5 YearsThis audience revealed by The SHIFT Report’s proprietary segmentation model (The SustainabilityPassion Index or “SPI”) – along with other segments in the SPI - has been consistent in size, attitudes,shopping behavior, media behavior and lifestyle behavior over the past five years. The consistencyrevealed over five years of tracking The Sustainability Passion Index presents an audience that isboth stable and predictive in their how they respond to brands, brand experiences and marketingcommunications. The Sustainability Passion Index The Vocal Globalist The Casual Spectator The Pragmatic Believer The Hyper Local The Self Serving Non Believer Source: The SHIFT Report 2012-2013Copyright © 2013 Conscientious Innovation Ltd. 16
  17. 17. #THENEWVARIABLESTHE NEW VARIABLES SEGMENTATION: A PREDICTIVE ANDCONSISTENT MODEL The Vocal Globalist or 109 Million audience makes up 35% of the North American population and is an ideal target for their size, influence, openness to marketing and brands, their propensity to shop and to connect attitude with action in their lifestyle choices and purchase decisions. Unlike common perceptions of the conscious or “mindful” consumer as niche or higher income earners, The SHIFT Report shows that this is not an exclusively young or high-income audience. They are consistently represented as over a third of Vocal Globalist demographic groups, including age groups and income groups. 109 Million The Sustainability Passion Index Age GroupsCopyright © 2013 Conscientious Innovation Ltd. 17
  18. 18. #THENEWVARIABLESTHE NEW VARIABLES SEGMENTATION: A PREDICTIVE ANDCONSISTENT MODELOther New Variables segments include:The Casual Spectator who makes up 27% of the general population and makes up the second largestaudience. Relative to other segments they are ambivalent and not highly engaged in sustainable lifeissues, in their community and in the world in general.The Hyper Local makes up 11% of the population but while small in numbers are active in theircommunities and have distinct Yin Yang with shopping and lifestyle choices. McDonalds’ and theFarmer’s Market.The Pragmatic Believer makes up 19% of the population and they are particularly passionate aboutspiritual sustainability issues, which does not necessarily mean religious.The Self Serving Non Believer makes up 9% of the population and their name represents theirbehaviour. They are highly practical. They don’t connect with external issues that don’t impact themdirectly but the basics of people, community and respect do matter.Those with children under age 18 at home are significantly more likely to be a Vocal Globalist,than those who do not.Copyright © 2013 Conscientious Innovation Ltd. 18
  19. 19. #THENEWVARIABLESTHE NEW VARIABLES SEGMENTATION: A PREDICTIVE ANDCONSISTENT MODEL The Vocal Globalist They are passionate about social and environmental issues. They are more concerned about global warming than any other group, but also about CSR issues in general. They are very much connected with their community, talking amongst friends and writing blogs. They take the time to be aware of the issues, and know what they don’t know. They are simultaneously anxious and confident about the future. They are active shoppers both online and offline.What Makes the Vocal Globalist Unique? CARE MORE SHOP MORE ENGAGE MORE• 34% of the population • Brand yin yang: Wal Mart and • Know what they don’t know• Consuming and creating Whole Foods, Farmers Market • More concerned about others content online, they are and the Mall and see themselves as part a vehicle for sharing • Optimistic, not cynical - yet of something bigger information and Tweet more still concerned • Both selfish and altruistic regularly than any other • Looking outward and seeking • Conscious of brand group to improve themselves - experience characteristics• Digitally engaged - digital more likely to take a class that communicate integrity is an extension of life: Most online or offline and responsibility likely to download music • They try the latest thing - online and watch videos more likely to use Google online Plus than any other groupCopyright © 2013 Conscientious Innovation Ltd. 19
  20. 20. #THENEWVARIABLESTHE NEW VARIABLES SEGMENTATION: A PREDICTIVE ANDCONSISTENT MODEL ME The Casual Spectator FIRST They are all about ME. They are not particularly passionate about any issues. Connecting with friends, family and community is important to them but they do not think its as important to make a contribution to community. They read blogs regularly but they don’t post comments on them, or write their own. Leading a balanced life, being paid a living wage and treating others with respect is important to them but no more than any one else. While they are defined by a ‘me first’ attitude they still show significant connection with The New Variables™, sustainability and CSR issues.What Makes the Casual Spectator Unique? It’s All About ME• 27% of the population • Defined by lack of • Specialty over department• Action versus attitude - while engagement with the world store: Least likely to regularly community is important, around them, relative to other shop ‘multi-purpose’ or they’re the least likely SPI segments department store brands to be engaged with their • While they are defined by • Unsatisfied: The least community on a daily basis lack of engagement and a satisfied with life of any other as a reflection of values ‘me first’ attitude, they still segment• Overall not particularly show significant connection • See a difference between motivated to make lifestyle with The New Variables, satisfaction and happiness: choices and purchase sustainability and CSR issues Show the biggest disconnect decisions that reflect the • Second highest level of between satisfaction and issues they care about regular gaming activity - happiness than any other• Self-focused, which can likely individual versus multi- group be positive for personal player • High opinion of themselves development: Second most in the world and how others likely group to take a class experience them once a month or moreCopyright © 2013 Conscientious Innovation Ltd. 20
  21. 21. #THENEWVARIABLESTHE NEW VARIABLES SEGMENTATION: A PREDICTIVE ANDCONSISTENT MODEL The Hyper Local FAST FOOD They are passionate about local but their life is a combination of opposites. They FARMERS MARKET shop both the Farmer’s Market and Wal-mart. Supporting local business and buying local is important to them but they also engage with fast food brands and the mall. They are active in their neighborhoods and engaged with what is going on. Family, friends and community are central to their lives but they are also realistic about the choices they make. They are generous in giving credit to brands that are trying to make a difference.What Makes the Hyper Local Unique? The Opposites Gang: McDonalds and the Farmers Market Illustration: Robin Koontz• 11% of the population • Overall the second highest • Not only shopping local:• They represent oxymoron - connecting segment on 64% are regular Wal-mart their life is a combination of the majority of social, shoppers opposites environmental and personal • Practical - more likely to pay sustainable life issues with cash and less likely to• Balance in the extremes - more frequent customers of • Pro-consumption - or not pay with credit cards than McDonald’s than any other anti-consumption - they have any other group and high farmers market no problem with consumption • Overall, they are the most engagement as part of a happy life active TV viewers• The second most digitally • Don’t shop as much as their engaged group, but not Vocal Globalist counterparts significantly different than the with the exception of mass other segments (excluding personal care brands: J&J, Vocal Globalist) P&GCopyright © 2013 Conscientious Innovation Ltd. 21
  22. 22. #THENEWVARIABLESTHE NEW VARIABLES SEGMENTATION: A PREDICTIVE ANDCONSISTENT MODEL The Pragmatic Believer They are distinctly passionate about spiritual issues. Having a higher purpose in life is important to them, yet at the same time they are grounded and practical. They look outside themselves and care about others and the world around them but don’t feel the need to announce it. Doing ‘good’ is not a social badge for them. They connect their attitudes to action in tangible ways – with money - being more likely to regularly donate to a charitable organization than any other group. While less engaged with environmental sustainability, they care about sustainable life and CSR issues overall. They rate family, friends and community highly, support locally based business and volunteer frequently but climate change and buying organic is not important to them.What Makes the Pragmatic Believer Unique? I care but I don’t shout it out. Doing good is not a social badge for me.• 19% of the population • Shopping as a transaction, • Significantly low on• Concerned about others and not an experience - the environmental sustainability the world around them, they second highest likelihood cares but still highly engaged think beyond themselves, to shop online and via in brand CSR: 71% want particularly when health and established digital brands like to know about the socially welfare is concerned Amazon and eBay responsible behavior of • Action connects to attitude: brands they buy• Not a cutting edge audience - like the Self Serving Non They give back to others • Satisfied with life. Overall the Believer, they are less likely in tangible ways - with majority are satisfied with to use the latest technology money. They are more likely their life, significantly more and digital tools than other to regularly donate to a satisfied than the general groups charitable organization than population any other group• Least likely to eat at fast food restaurantsCopyright © 2013 Conscientious Innovation Ltd. 22
  23. 23. #THENEWVARIABLESTHE NEW VARIABLES SEGMENTATION: A PREDICTIVE ANDCONSISTENT MODEL The Self Serving Non Believer They are distinctly dispassionate about issues that do not affect them directly. Sustainability issues such as pollution, global warming and buying environmentally conscious products are not important for them. Buying local or Fair Trade is not important to them. Instead they are quiet believers in social and personal sustainability issues such as connecting with friends and family, well-being and nurtured personal relationships. Broader issues that could also affect them such as employee treatment of being paid a living wage are also important to them. They are not active shoppers and feel they and the world are fine just the way they are. They are the least likely to seek self-learning and personal growth. They are highly unlikely to set foot in the Farmer’s Market.What Makes the Self Serving Non Believer Unique? I’m fine, the world’s fine. What’s the fuss?• 9% of the population • Don’t feel the need to share • Personal well being and• A ‘practicalness’: less likely their opinion with the world personal relationships matter to use Amex and less likely - but quiet believer in the the most, and the world to connect with modern, importance of well being, outside of that matters less irreverent brands (Jet Blue, personal relationships and • They feel they are fine the Virgin), together with the purpose way they are: the least likely Hyper Local, they are more • The basics matter, that have to seek self learning and likely to shop at Wal-mart always mattered: people enrichment regularly than other group matter, community matters • Not active shoppers - least• Not necessarily a non and treating others the way likely to shop overall believer overall - a non they want to be treated • Majority most likely to never believer in issues that don’t matters (the is the way this shop at Whole Foods or the impact them directly, i.e group expresses their values) Farmer’s Market extrinsic sustainable life and CSR issues and caresCopyright © 2013 Conscientious Innovation Ltd. 23
  24. 24. #THENEWVARIABLESAbout Ci:Ci is a strategy and research consultancy. Ci is the leading source of insight and intelligence on the culturalshift to conscious consumerism, sustainability and CSR. For over ten years our research and insight has helpedcompanies unlock opportunities in this shift.What we doWe align what is meaningful to your stakeholders with your brand, its attributes and its initiatives to drive brandexperience, purchase intent and reputation.The depth of our data and insight allows us to provide a snapshot of what’s happening today and foresightfor your company’s future business and brand planning. CI’s proprietary strategic research and analyticsproducts and services deliver comprehensive and actionable insight to your company on the culture in whichyour business is operating with direct implications for brand positioning, marketing communications, productdevelopment, brand experience, strategic partnerships/ad sales, employee engagement.About The SHIFT Report:Ci’s proprietary SHIFT Report is a unique research tool that delivers actionable insight to your company on thecultural shift to sustainability and corporate social responsibility or “CSR”.Our methodologyA multi-tiered methodology combining qualitative, cultural and quantitative research SHIFT is a continuallyupdated research tool that is always in the field to ensure best in class, cutting edge insights locally and globallyfor your brand. The SHIFT Report has been tracking and monitoring the cultural shift to sustainability for 10+years. Unmatched silo-free and holistic methodologyA typical research approach is to observe an individual factor – attitudes, values, drivers, shopping behavior,media behavior, brand reputation, lifestyle activities, demographics and psychographics – and then layer onestudy over another to get the right insights. The SHIFT Report’s methodology and holistic approach allows ourclients to get into the shoes of consumers, understand their life and what they care about today to gains insightsinto their existing habits, behaviors, beliefs, and unmet needs.All data and analytics in this report are from The 2012-13 SHIFT Report’s North American online study of 5,000general population adults 18+ field across the US and Canada. For more information and to find out how our analytics and insight can help your brand unlock opportunities in the cultural shift to sustainability and CSR, get in touch with Kierstin De West: @ Visit us at www.ci-shift.com Call us at +1-604-877-1277 kierstin@ci-shift.comCopyright © 2013 Conscientious Innovation Ltd. 24

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