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

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www.sustainablebrands.com/library

www.sustainablebrands.com/library

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  • 1. Adam Elman Global Head of Plan A Delivery @adamelman
  • 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. We wanted to share our learning's....
  • 4. Insights from experience
  • 5. The report...
  • 6. Key opportunity areas... Shared value More with less Circular economy New consumption models Transparency and customer engagement
  • 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. Innovate to Engage the consumer.. New consumption models • Changing the customer proposition Transparency and customer engagement • Building customer dialogue
  • 9. Capturing the prize – a framework for developing a strategy
  • 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. So what about M&S?
  • 12. Where to go for more information?
  • 13. MEET THE ASPIRATIONALS SHIFTING SUSTAINABILITY FROM OBLIGATION TO DESIRE #aspirationals @itsBBMG
  • 14. Sustainability has reached a tipping point for consumers FROM OBLIGATION TO DESIRE
  • 15. THE MOMENT OF OPPORTUNITY EASE OBLIGATION DESIRE NOVELTY UBIQUITY TIME
  • 16. CHANGING EXPECTATIONS Consumer perceptions are changing Performance FROM OR TO AND Accessibility Style Price & SUSTAINABILITY
  • 17. FUELED BY ASPIRATIONALS
  • 18. ASPIRATIONALS SEGMENTATION 80% 36% 23% Materialism PRACTICALS ASPIRATIONALS 24% INDIFFERENTS 17% ADVOCATES 10% 100% 20% Social and Environmental Values
  • 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. 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. HAPPY SHOPPERS Shopping for new things excites me 78% Total Respondents Aspirationals 78% Practicals 66% Advocates 75% Indifferents 63% 51%
  • 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. 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. 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. WHY ASPIRATIONALS? A FORCE FOR CHANGE MATERIALISM CULTURAL INFLUENCE + Culture + Materialism + Sustainability SUSTAINABLE VALUES
  • 26. THE DYNAMIC TENSION: RETHINKING CONSUMPTION LOVE TO CONSUME HAPPINESS BEYOND + LESS + SHOP STUFF
  • 27. TAKEAWAYS
  • 28. UNIVERSAL ASPIRATIONS: BEYOND POSSESSIONS + Health + Voice + Meaning + Security + Status + Creativity
  • 29. A NEW ROLE FOR BRANDS: BEYOND PRODUCTS
  • 30. SUSTAINABLE DESIGN: CONTINUOUS USE
  • 31. A NEW ALCHEMY: COLLABORATION + Enterprise Strategy + Marketing + Sustainability + Product Development + Consumers + Makers
  • 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. THE ASPIRATIONALS PROJECT: JOIN US RAPHAEL BEMPORAD CHRIS COULTER @itsBBMG rbemporad@bbmg.com @GlobeScan chris.coulter@globescan.com #aspirationals
  • 34. How the Internet of Things, the Makers Movement and 3D Printing combine for sustainable change. @mateoy
  • 35. @mateoy
  • 36. Authenticity Community Creativity Transparency
  • 37. First came the “nichefication” of media POWer to choose POWer To publish
  • 38. Sucker punch for the music and other creative industries
  • 39. Power of social means a gathering storm for the rest of business
  • 40. The storm CLOUD in question Storms have power to disrupt
  • 41. Internet of Things and the POWER to connect
  • 42. A connected back story to our devices
  • 43. The 50 billion club Source: Cisco
  • 44. Forget recipes, how about sustainable living?
  • 45. Adding sustainable design to the mix
  • 46. Building on sustainable design
  • 47. The POWER to Replicate
  • 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. The end of mass production?
  • 50. End of the supply chain as we know it?
  • 51. Put it altogether…..
  • 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. Wine racks that tell you when you’ve run out …and when you’ve had enough!
  • 54. Cheers! Matthew Yeomans Director – Custom Communication www.customcommunication.co.uk matthew@customcommunication.co.uk @mateoy

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