Results of the yearly C-Change New Consumer research.
Consumers are in search of solutions to new problems in energy, food and transport.
They demand leadership from brands in these matters.
Unexpected segments take the lead.
Results of our yearly consumption behaviour research.
Get to know your new consumers to increase your chances for successTuesday 28 August 12
We believe transforming the climate crisis into a restorative economy is urgent, smart and proﬁtable. Futureproofed presentationTuesday 28 August 12
We deliver bold, sustainable business solutions for energy, transport and food creating value today and tomorrow.Tuesday 28 August 12
Connect and Cocreate with those consumers who drive changing consumption behaviour. • Anticipate the changing needs and aspirations • Futureproof your brand afﬁnity. • Improve your product & services innovation.Tuesday 28 August 12
proofed Large scale consumption mapping covering 74% CO2 impacts households and 43% budget CO2 Budget Energy 27% 6% Transport 31% 17% Food 16% 20% 74% CO2 households 43% budget householdsTuesday 28 August 12
Understand ... • the changing consumer behaviour for energy, food & retail, mobility and ﬁnance • mass market demand ànd early signs of shifting consumption • quantiﬁed market potential of product and service innovations • changing consumers segmentation • business opportunity for sustainability and role for brands ... and forecast relevant consumption shifts and become aware of what drives them. Yearly large scale consumption behaviour mappingTuesday 28 August 12
The research question 1. Can we identify a cross-sector segmentation of “New Consumers” based on actual concretely changing behaviour ? 2. Where is current and future concrete market demand ? 3. In what level does sustainability really form a signiﬁcant concern, at least at same level of other concerns ? Text Management question : strategically integrating sustainability ?Tuesday 28 August 12
70% of the market will determine your brand afﬁnity over the coming years Changing consumption scale 0 5 10 30% Conservatives 49% Future Switchers 21% New Consumers 0-3 6-8 8-10 Kick off the change Are open for change if secure Hold on to existing Will change when everyone else hasTuesday 28 August 12
New Consumers Future Switchers Conservatives ConservativesTuesday 28 August 12
30% conservatives • Anxious, poor self-conﬁdence - identity comes from the group Socio • Focus on myself, ego-centric attitudes, escapism, Demographics • Status quo, avoid risks, safety, Gender : 55% Female Age : 28% 35-44 yo routine ... Language : 68% Dutch Region : 67% Nielsen 1-2 • The world is ending ... but it is not my fault : withdrawal, uninvolved • Status, security, luxury, materialism The typical conservative is a young insecure Flemish girl, holding on to what she has.Tuesday 28 August 12
30% conservatives Personality traits Values they live by • negative self-image : • Safety – routine – anxious introverted, predictability suspicious, insecure • Home – Family • Indifferent - uninvolved • Status quo- tradition • Risk avoider • Convenience • Yearning for status & • Luxury – Show-off security • Withdrawal attitudes As the typical conservative is yearning for conﬁrmation, offering safety and security will be key.Tuesday 28 August 12
30% conservatives DO DO NOT • take away all risks of losing • believe it is the young who comfort or status will drive the change • add service or drop price • refer to own opinions or • play on conformism, own initiative belonging to group, use status, impact on personal • ask to give up comfort, image material things • focus on personal comfort, • use rational, factual family, close group language • focus on status quo • play on feelings of • build on small feasible steps responsibility Strictly respect their comfort zone Apply traditional marketing principles : add service or lower priceTuesday 28 August 12
13% 23% 30% 10% 12% 16% 12% 18% 22% 29% 35% 40% % Past Behaviour % Current Behaviour % Future Behaviour Even if signiﬁcantly less effective behaviour changes, still important potential of this group requires new products as wellTuesday 28 August 12
Minor actions – 51% Improve the isolation- 42% Take drastical actions -25% Use public transport-31% Read the labels-41% Cheap supermarket brands-58% Choosing solid institution-52% Simple transparent services- 49% Top 2 key consumer actions of the 30% conservatives Answering these demands form the hygiene factors for brand afﬁnity in these sectors.Tuesday 28 August 12
49% Future Switchers • Group, bonding, human, social • Still with distinct sense of direction, on Socio the move, open minded, conﬁrmation Demographics • Security, routine, evidence, proof Gender : mixed Little push in the back, take away the Age : 19% 55-65 yo risk, labels Language : 54% Dutch Region : 20% Nielsen 3 • Family, home, simplicity, at ease and 5 • Conscious, involved, responsibility Future Switchers want to make the difference as a group. Take away all risks and you will get them to act.Tuesday 28 August 12
49% Future Switchers Personality traits Values they live by • Family values, concerned • Conscious but afraid of • Frugal – Show-off change • Wants to contribute to • Expecting, waiting society, without too much • Open-minded effort though • Looking for conﬁrmation • Routines, certitudes and support • Sociable Future Switchers want to make the difference as a group. Take away all risks and you will get them to act.Tuesday 28 August 12
49% Future Switchers DO DO NOT • give guarantees, support • ask too much effort, too with labels big steps • testimonials • focus on bio and fairtrade • stepped plans, realistically only, stretch too far achievable and accessible • only rational • fous on ‘we’ • clear, simple, delimited call to action • focus on concrete result that can be obtained Enable by taking away all risks and making the ﬁrst step very easy and tangible.Tuesday 28 August 12
29% 47% 83% 19% 21% 35% 23% 37% 48% 36% 47% 60% % Past Behaviour % Current Behaviour % Future Behaviour Vast majority will accelerate changed behaviour in energy. Also food is 1 out of2. For mobility, changes will be initiated by New Consumers ﬁrst.Tuesday 28 August 12
Green energy sold-58% Intelligent meters-55% Environmentally friendly car-46% Take drastical actions-43% Attention to environmental impact-51% Products from a local supplier-41% Simple transparent services-67% Make ethical investments-44% Focus is already on more evolved products and services to get these groups to act and build brand afﬁnity.Tuesday 28 August 12
21% New Consumers • Made it, ambition, can do and inﬂuence, change maker & driver Socio • Dynamism, positivism, extravert, Demographics outgoing, social >< internal locus of control Gender : 54% men Age : 23% 55-65 yo • Straightforward, requires Language : 53% French Region : 31% Nielsen 3 transparency, reliability, stability, and 5 responsibility, expertise • Realism, pragmatism, hands-on solidarity, rational planner New consumers are babyboomers who have made it, are convinced things need to change and will inﬂuence othersTuesday 28 August 12
21% New Consumers Personality traits Values they live by • Self-conﬁdent, active • Transparency, well informed • Autonomy • Straightforwardness, • Pragmatism & Realism • Dynamism & Ambition • Extravert-outgoing-social • Stability & reliability • Expertise - Criticism • Duty – responsibility • Active decision taker • Solidarity As New consumers are inﬂuencing people around them, their behaviour is predictive for mainstream market.Tuesday 28 August 12
21% New Consumers DO DO NOT • Approach rationally, direct • Preach, dream, idealism factual language • Emotional language • Interactive dialogue, viral • No ideological discourse : • Transparant info = 1/ beyond believer/non- correct, 2/ complete and believer 3/ relevant (box-turners) • Treehugger personiﬁcation • Best solution • Status • Newest solution A rational, pragmatic, hands-on and transparent attitude will get New Consumers to act ... and inﬂuence others.Tuesday 28 August 12
27% 70% 97% 17% 42% 72% 24% 57% 77% 42% 65% 77% % Past Behaviour % Current Behaviour % Future Behaviour This is less about inspiring and much more about engaging.Tuesday 28 August 12
Produce energy by myself-58% Helps me to save energy-89% New alternative transport-39% Different means of transportation-58% Attention to environmental impact-72% Read the labels-84% Simple transparent services-82% Ethical investments-61% Priorities for New Consumers show where you can differentiate your brand. Understanding them allows you to predict where the market will evolve.Tuesday 28 August 12
How to increase your chances for success ?Tuesday 28 August 12
Changing consumption scale 0 5 10 30% Conservatives 49% Future Switchers 21% New Consumers 0-3 6-8 8-10 Hold on to existing Are open for change Kick off the change Will change when everyone else has if secure Comply with Make it Seeing comfortzone simple, = Believing More service accessible, = Lower price low risk Doing Apply different market levers pending segment maturityTuesday 28 August 12
30% Conservatives 49% Future Switchers 21% New Consumers 0-3 6-8 8-10 You prescribe them You inspire them They screen you Adult-to-child Adult-to-adult Adult-to-adult communication communication co-creation Emotional Rational Opportunity Simple Transparant Necessity Mature Expertise Educational Open Pragmatic Guidance Analytic Nurturing Aspirational Security Social bonding Committed Reassurance Involvement Empowered Understand the levers for successful communicationTuesday 28 August 12
Move beyond inspiring to enabling Inspiring examples - far from typical greenwash suspicionTuesday 28 August 12
We deliver bold sustainable business solutions for energy, transport and foodTuesday 28 August 12