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The Mindful Consumer’s Contradiction

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The Mindful Consumer’s Contradiction

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Presented by Stephen Cribbet and Nigel Roth, Further

People are more concerned about the future survival of the planet and society than ever before, but this isn’t shifting the way people shop and consume as much as you think it is. This presentation explores the say-do gap and provides useful methods and techniques that researchers can deploy to surface it and set about changing it.

Presented by Stephen Cribbet and Nigel Roth, Further

People are more concerned about the future survival of the planet and society than ever before, but this isn’t shifting the way people shop and consume as much as you think it is. This presentation explores the say-do gap and provides useful methods and techniques that researchers can deploy to surface it and set about changing it.

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The Mindful Consumer’s Contradiction

  1. 1. The Mindful Consumer’s Contradiction Further 10 November 2021 Stephen Cribbett Nigel Roth
  2. 2. Sponsors Communication
  3. 3. The MindfulConsumer’s Contradiction Stephen Cribbett Founder/CEO Stephen@go-further.co Nigel Roth Research Director Nigel@go-further.co
  4. 4. The MindfulConsumer We feel more vulnerable and have become increasingly mindful of our own health,the wellbeing of family and that of the planet, and we’re reshaping how we shop, eat and travel, and the brandswe trust and let into ourlives.
  5. 5. The MindfulConsumer Inclusive Authentic Transparency Sustainability and regeneration Custome-led
  6. 6. Content strategy There are some very real and ‘burning’ considerations for brands, not least that researchby GlobalData found that 48% of consumers were making a conscious effort to buy less stuff!
  7. 7. On average, 70%of consumers globally say they are more worried about the environment now than a year ago and 72%agree that if ordinary people do not act now to combat climate change, they willbe failing future generations. (Ipsos)
  8. 8. The Say-DoGap (intention –behaviour)
  9. 9. But why noaction? 84% of UK consumers say that being environmentally friendly is important to them, yet 68% cannot name a single environmentally friendly brand
  10. 10. Keep it clean • Virtual qual community of 50participants in the UK • Ethnographic, with peeks intotheir cleaning closet • Asked to show and describe products they’re proud of • Trade-off between green andother factors • Framework for what makes aproud product, to reverse engineerinto development Online research community methodology
  11. 11. The roleof prideinpurchasingdecisions They’llalso wantto repeat that purchase,because when someone feels a sense of pride and receives social recognition for their choice, serotonin is released When someone is proud of something they tend to show it off, talk with friends about it and, without beingcompensated, becomean ambassador forthe brandandan influencer oftheir peergroup Ogilvy’s Lovem©arks work showed that brands need high respect + high love to thrive 12
  12. 12. My cleaningproducts 13
  13. 13. And the three words that were most used.. 14 © 2021Further.
  14. 14. Strong and gentle, a duality of ability My partner makes popcorn suing kernels and oil. These are the only things I've found that gets the stainsoff the pans without damaging. Ireally enjoy using this leather sofa surface cleaning product as it instantly makes the material to look and feel like new and it also leaves a present fragrance aftermath, without leaving marks. This Cillit Bang product is my most preferred brand when cleaning shower, sinks and stainless-steel tap bases.Safe on everything. 15 © 2021Further.
  15. 15. … oh, and finally, 1 out of 50 choices was a green one ‘This ecover product is my first-choice when cleaning the oven and hob; as it defeats burned- on food stuck on the services quickly and also, it's ethically-made (made in a 'clean, green factory'). Furthermore, it's also very effective and reliable on pans and pots’ 16
  16. 16. Over-performance • ‘Iwas [in] shock how quick itbought the rust off’ • ‘Iwas that amazed Itried it on my garden patio, and it bought thepaths up like new’ • ‘Idon’t know if you’re supposed tobut you can also use it on glass and even plastic’ • ‘[Wipe] literally anysurface’ Overperformance is relative to expectations • Are green cleaning product’s claims too high? 17 criteria for Proud Products
  17. 17. Duality might be key to efficacy perceptions • ‘Soft and strong at the same time’ • ‘Strong but not abrasive’ • ‘Doesn't scratch but cleans perfectly’ • ‘Power without the damage’ • Are green cleaning products missing a connection? Duality 18 criteria for Proud Products
  18. 18. Off-label multi-uses drive capability • ‘Smells great, cleans well, leaves a shine, I mean, perfect’ • ‘Had the whole lot; the fragrance, the power to get it clean, no residue, no streaks’ • ‘Smell is fresh, and it cleans really well, and never fails’ • ‘It also makes your home smell fresh for hours ‘ • Are green products delivering across dimensions? Multi-dimensionality 19 criteria for Proud Products
  19. 19. Relativity - Against both price and efficacy, an overperformance is often more valuable than meetingexpectations - The Indian brand, Bisleri, built it’s brand on the line, ‘Less Expensive Than You Think’, without really using any taste, flavour, or purity cues • ‘Itcost just £1.00and to meit is the best cleaning product out there’ ‘39p, and, it’s asgood as anyother’ Are greenproducts getting this balance wrong? 20 © 2021Further. criteria for Proud Products
  20. 20. Fear of losing it made it more valuable • ‘I have stock up on it as I am scared to run out’ • ‘Couldn’t live without it’ • ‘I use it everywhere, don’t know what I’d do without it, it’s like my cleaning partner’ • ‘I keep it in the cupboard for emergencies’ FO LI • There’s fear of losing a cleaning product, but not of losing the planet .. © 2021 Further. 21 criteria for Proud Products
  21. 21. A product you LIKE USING (overperforms, duality, multidimensionality, you don’t want to lose, etc) but isn’tGREEN 87% 13% A product you DISLIKE USING but which isGREEN And, PRIDE trumps green 22 © 2021Further. criteria for Proud Products 13%
  22. 22. Recommendations For research to understand the say-do gap, consider the following: 1. Begin with a hypothesis that is non-green related – like pride; 2. Avoid questioning that reasons with consumers; 3. Reverse-engineer into a framework which allows you to construct an optimal green product
  23. 23. Recommendations For markets to change behaviours, consider.. 1. Making the future more tangible in order to change our default responses and rewards for the long-term as opposed to immediately 2. Minimise the effort to make a different choice and change product 3. Focus on the impact of change at an individual level
  24. 24. Visit our website at:go-further.co Call: +44 (0) 20 35153301 © 2021 Further. Further is a division of Youmeus Limited.
  25. 25. Q & A Ray Poynter Stephen Cribbett Nigel Roth
  26. 26. Sponsors Communication

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