Broad MBA - MSU presentation: Attitudes Toward "Green" Efforts in Deloitte\'s event “Connecting with Gen Y: Making the Short List.”

1. GEN Y + sustainability + +

2. overview. Capture Voice of an Evolving Generation 2009 Deloitte Survey Findings Deep Dive on the Sustainability “Value Add” Key Takeaways

3. Sustainable business practices that meet the needs of the present without compromising the ability of future generations to meet their own needs. “ “ -United Nations, 1983

4. “ I don’t care [about the type of technology]. Give me good gas mileage without paying more. Figure out how to save the environment without charging me more, and I am all for it. “

5. “ The personal economic impact is the most important factor, but I wouldn’t mind paying a little more for an environmentally friendlier car… “

6. “ “I’m concerned more about efficiency in terms of fuel, for my own well being rather than the state of the environment. However, I guess I am a bit concerned about the environment… “

7. environmental social economical

9. Few understand “green” technologyJapanese > American + European

10. social. Social clout important Peer perceptions “ All else equal, I’d choose the car that said ‘hybrid’ because of how it looked in front of others. “

11. economical. Save Gen Y money “ Sustainability is a great thing but if it doesn't save me money, I'm not paying extra for it. “

12. “ I want to have a car that is good for the environment, but I wouldn’t put that above everything else. I guess I’m selfish like the rest of my generation when it comes down to it; we all want good looksand functionality, then saving the earth comes next, no matter what people try to say to the contrary. “

13. deep dive. conjoint analysis Benchmark importance of product features Market simulations for ‘value add’ of eco-features

14. product features. ! MPG Brand Price Maintenance Costs Engine Type Fuel Type Eco Feedback

15. value added. Hybrid = $1,500 +15 mpg = $8,000 +15 mpg & hybrid = $9,000 Standard Hybrid VS

16. conclusions. Understanding Consumer Tradeoffs is Critical Gen Y Needs an Incentive to “Go Green” Communication Strategies Need to Evolve