Adam Elman
Global Head of Plan A Delivery

@adamelman
The problem.....

“

Traditional approaches to sustainability
aren’t sufficient – they’re not sufficiently
positive to be ...
We wanted to share our learning's....
Insights from experience
The report...
Key opportunity areas...
Shared value

More with less

Circular economy

New consumption models

Transparency and customer...
Innovate for efficiency & resilient supply chains...

Shared value

• Building a prosperous workforce and
community

More ...
Innovate to Engage the consumer..

New consumption
models

• Changing the customer proposition

Transparency and
customer
...
Capturing the prize – a framework for developing a strategy
Capturing the prize – a practical toolkit
Boardroom agenda
Trends and challenges
Key opportunities

Sales and Marketing
Op...
So what about M&S?
Where to go for more information?
MEET THE ASPIRATIONALS

SHIFTING SUSTAINABILITY FROM
OBLIGATION TO DESIRE

#aspirationals
@itsBBMG
Sustainability has reached a tipping point for consumers

FROM OBLIGATION TO DESIRE
THE MOMENT OF OPPORTUNITY

EASE

OBLIGATION

DESIRE
NOVELTY
UBIQUITY

TIME
CHANGING EXPECTATIONS
Consumer perceptions are changing

Performance

FROM OR TO AND

Accessibility
Style
Price

& SUSTAIN...
FUELED BY ASPIRATIONALS
ASPIRATIONALS SEGMENTATION
80%

36%

23%
Materialism

PRACTICALS

ASPIRATIONALS

24%
INDIFFERENTS

17%

ADVOCATES

10%
100...
ASPIRATIONALS: BY THE NUMBERS
Global
Population

Average
Age

36.4%
39

Top Market

37%
34%

OF SENIORS

52% FEMALE
48% MA...
ASPIRATIONALS GLOBAL PRESENCE
CANADA

RUSSIA

GERMANY

UK

GREECE

FRANCE SPAIN

USA

TURKEY

CHINA

MEXICO

PAKISTAN
AN
N...
HAPPY SHOPPERS
Shopping for new things excites me

78%

Total Respondents
Aspirationals

78%

Practicals

66%

Advocates

...
STYLE AND STATUS SEEKERS
I want to stand out by the way I look, my style

73%

Total Respondents
Aspirationals

78%

Pract...
RESPONSIBLE CONSUMERS
I believe we need to consume less to preserve
the environment for future generations

92%

Total Res...
INFLUENCERS
I encourage others to buy from socially and
environmentally responsible companies

88%

Total Respondents
Aspi...
WHY ASPIRATIONALS?
A FORCE FOR CHANGE
MATERIALISM

CULTURAL
INFLUENCE

+ Culture
+ Materialism
+ Sustainability

SUSTAINAB...
THE DYNAMIC TENSION:
RETHINKING CONSUMPTION

LOVE TO

CONSUME

HAPPINESS
BEYOND

+ LESS +
SHOP
STUFF
TAKEAWAYS
UNIVERSAL ASPIRATIONS:
BEYOND POSSESSIONS
+ Health
+ Voice
+ Meaning
+ Security
+ Status
+ Creativity
A NEW ROLE FOR BRANDS:
BEYOND PRODUCTS
SUSTAINABLE DESIGN: CONTINUOUS USE
A NEW ALCHEMY: COLLABORATION
+ Enterprise Strategy
+ Marketing
+ Sustainability
+ Product Development
+ Consumers
+ Makers
A NEW IMPERATIVE: DISRUPT & DELIGHT
BRAND
Purpose
Meaning
Culture
Values
Relationships

PERFORMANCE
Economic
Environmental...
THE ASPIRATIONALS PROJECT:
JOIN US
RAPHAEL BEMPORAD

CHRIS COULTER

@itsBBMG
rbemporad@bbmg.com

@GlobeScan
chris.coulter@...
How the Internet of Things, the
Makers Movement and 3D Printing
combine for sustainable change.

@mateoy
@mateoy
Authenticity

Community

Creativity

Transparency
First came the “nichefication” of media

POWer
to choose

POWer
To publish
Sucker punch for the music and other creative
industries
Power of social means a gathering storm for
the rest of business
The storm CLOUD in question

Storms have power to disrupt
Internet of Things and the POWER to connect
A connected back story to our devices
The 50 billion club

Source: Cisco
Forget recipes, how about sustainable living?
Adding sustainable design to the mix
Building on sustainable design
The POWER to Replicate
We’ve seen this before

The new Hewlett-Packard 9100A personal computer" is "ready,
willing, and able... to relieve you of...
The end of mass production?
End of the supply chain as we know it?
Put it altogether…..
A personal and sustainable wine experience
IoT connected
wine labels with a
sustainability
back story

3D containers to
re...
Wine racks that tell you when you’ve run out

…and when you’ve had enough!
Cheers!

Matthew Yeomans
Director – Custom Communication
www.customcommunication.co.uk
matthew@customcommunication.co.uk
@...
The Business Opportunity - New Highlights from Global and European Market Research
The Business Opportunity - New Highlights from Global and European Market Research
The Business Opportunity - New Highlights from Global and European Market Research
Upcoming SlideShare
Loading in...5
×

The Business Opportunity - New Highlights from Global and European Market Research

792

Published on

www.sustainablebrands.com/library

Published in: Business, Technology
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
792
On Slideshare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
0
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

The Business Opportunity - New Highlights from Global and European Market Research

  1. 1. Adam Elman Global Head of Plan A Delivery @adamelman
  2. 2. The problem..... “ Traditional approaches to sustainability aren’t sufficient – they’re not sufficiently positive to be motivating and don’t provoke the level of change required Ian Cheshire, Group Chief Executive, Kingfisher plc ”
  3. 3. We wanted to share our learning's....
  4. 4. Insights from experience
  5. 5. The report...
  6. 6. Key opportunity areas... Shared value More with less Circular economy New consumption models Transparency and customer engagement
  7. 7. Innovate for efficiency & resilient supply chains... Shared value • Building a prosperous workforce and community More with less • Driving productivity through resource efficiency Circular economy • Closing the loop
  8. 8. Innovate to Engage the consumer.. New consumption models • Changing the customer proposition Transparency and customer engagement • Building customer dialogue
  9. 9. Capturing the prize – a framework for developing a strategy
  10. 10. Capturing the prize – a practical toolkit Boardroom agenda Trends and challenges Key opportunities Sales and Marketing Operations Procurement Leading and communicate the change Enable action Re-enforce the change Trends Case studies
  11. 11. So what about M&S?
  12. 12. Where to go for more information?
  13. 13. MEET THE ASPIRATIONALS SHIFTING SUSTAINABILITY FROM OBLIGATION TO DESIRE #aspirationals @itsBBMG
  14. 14. Sustainability has reached a tipping point for consumers FROM OBLIGATION TO DESIRE
  15. 15. THE MOMENT OF OPPORTUNITY EASE OBLIGATION DESIRE NOVELTY UBIQUITY TIME
  16. 16. CHANGING EXPECTATIONS Consumer perceptions are changing Performance FROM OR TO AND Accessibility Style Price & SUSTAINABILITY
  17. 17. FUELED BY ASPIRATIONALS
  18. 18. ASPIRATIONALS SEGMENTATION 80% 36% 23% Materialism PRACTICALS ASPIRATIONALS 24% INDIFFERENTS 17% ADVOCATES 10% 100% 20% Social and Environmental Values
  19. 19. ASPIRATIONALS: BY THE NUMBERS Global Population Average Age 36.4% 39 Top Market 37% 34% OF SENIORS 52% FEMALE 48% MALE Average Education 49.4% OF BABY BOOMERS 29% Gender OF GENERATION X 46.8% Primary Shopper in Household 40% OF MILLENNIALS 59.1% Parents with Kids Under 17 CHINA Live in Urban Areas HIGH SCHOOL Married 57.6%
  20. 20. ASPIRATIONALS GLOBAL PRESENCE CANADA RUSSIA GERMANY UK GREECE FRANCE SPAIN USA TURKEY CHINA MEXICO PAKISTAN AN N GHANA NA A SOUTH KOREA INDONESIA INDIA NIGERIA BRASIL PERU AUSTRALIA ARGENTINA 21 COUNTRIES N=21,492 25% – 39% 40% – 49% ASPIRATIONALS ASPIRATIONALS
  21. 21. HAPPY SHOPPERS Shopping for new things excites me 78% Total Respondents Aspirationals 78% Practicals 66% Advocates 75% Indifferents 63% 51%
  22. 22. STYLE AND STATUS SEEKERS I want to stand out by the way I look, my style 73% Total Respondents Aspirationals 78% Practicals 66% Advocates 75% Indifferents 63% 51%
  23. 23. RESPONSIBLE CONSUMERS I believe we need to consume less to preserve the environment for future generations 92% Total Respondents Aspirationals 92% Practicals 52% Advocates 94% Indifferents 75% 59%
  24. 24. INFLUENCERS I encourage others to buy from socially and environmentally responsible companies 88% Total Respondents Aspirationals 88% Practicals 39% Advocates 87% Indifferents 63% 33%
  25. 25. WHY ASPIRATIONALS? A FORCE FOR CHANGE MATERIALISM CULTURAL INFLUENCE + Culture + Materialism + Sustainability SUSTAINABLE VALUES
  26. 26. THE DYNAMIC TENSION: RETHINKING CONSUMPTION LOVE TO CONSUME HAPPINESS BEYOND + LESS + SHOP STUFF
  27. 27. TAKEAWAYS
  28. 28. UNIVERSAL ASPIRATIONS: BEYOND POSSESSIONS + Health + Voice + Meaning + Security + Status + Creativity
  29. 29. A NEW ROLE FOR BRANDS: BEYOND PRODUCTS
  30. 30. SUSTAINABLE DESIGN: CONTINUOUS USE
  31. 31. A NEW ALCHEMY: COLLABORATION + Enterprise Strategy + Marketing + Sustainability + Product Development + Consumers + Makers
  32. 32. A NEW IMPERATIVE: DISRUPT & DELIGHT BRAND Purpose Meaning Culture Values Relationships PERFORMANCE Economic Environmental Social Shared Value INNOVATION DISRUPT & DELIGHT Business Models Products Packaging Platforms Marketplaces SUSTAINABILITY Materiality Biodiversity Waste Resilience Equality
  33. 33. THE ASPIRATIONALS PROJECT: JOIN US RAPHAEL BEMPORAD CHRIS COULTER @itsBBMG rbemporad@bbmg.com @GlobeScan chris.coulter@globescan.com #aspirationals
  34. 34. How the Internet of Things, the Makers Movement and 3D Printing combine for sustainable change. @mateoy
  35. 35. @mateoy
  36. 36. Authenticity Community Creativity Transparency
  37. 37. First came the “nichefication” of media POWer to choose POWer To publish
  38. 38. Sucker punch for the music and other creative industries
  39. 39. Power of social means a gathering storm for the rest of business
  40. 40. The storm CLOUD in question Storms have power to disrupt
  41. 41. Internet of Things and the POWER to connect
  42. 42. A connected back story to our devices
  43. 43. The 50 billion club Source: Cisco
  44. 44. Forget recipes, how about sustainable living?
  45. 45. Adding sustainable design to the mix
  46. 46. Building on sustainable design
  47. 47. The POWER to Replicate
  48. 48. We’ve seen this before The new Hewlett-Packard 9100A personal computer" is "ready, willing, and able... to relieve you of waiting to get on the big computer.
  49. 49. The end of mass production?
  50. 50. End of the supply chain as we know it?
  51. 51. Put it altogether…..
  52. 52. A personal and sustainable wine experience IoT connected wine labels with a sustainability back story 3D containers to reduce supply chain costs Chateau Plonk cave de Matthew Connected customers and winemakers to produce more sustainable wines
  53. 53. Wine racks that tell you when you’ve run out …and when you’ve had enough!
  54. 54. Cheers! Matthew Yeomans Director – Custom Communication www.customcommunication.co.uk matthew@customcommunication.co.uk @mateoy

×