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GETTING BUY-IN 
Ksenia Benifand 
@KBenifand 
Marketing and Communications as a tool for Engagement and Behavior Change
CHALLENGE 
How do I engage customers in: 
1)Changing behaviors when using existing products (i.e. water usage reduction) 
2)Choosing more sustainable goods and services?
GETTING BUY-IN 
1) Know your Target Market (values, drives, and aspirations) 
2) Current Views on Sustainability (barriers to purchase) 
3) Use Communication that Inspires Action 
4) Connect Where it Matters 
5) Influence beyond the transaction: enable the spread of ideas
“SAY” VS. “DO” 
87% 
say: “We are concerned about environmental and social impacts of the products we buy” 
Source: Mckinsey & Co. Survey 7,750 consumers worldwide
“SAY” VS. “DO” 
87% 
say: “We are concerned about environmental and social impacts of the products we buy” 
25% 
Have actually bought a “green” product 
Source: Mckinsey & Co. Survey 7,750 consumers worldwide
HOW 
Do we bridge the gap between what consumers SAY and what they actually DO ?
Common Purchasing Barriers 
Green products are perceived as ineffective. 
#1
SOLUTION 
Create Awareness of Product Benefits and Value 
#1
Create Awareness of Product Benefits and Value 
Heating Water is Responsible for ¾ of Energy Use and GHG Emissions Associated with Washing a Load
Highlight Product Quality and Performance
Common Purchasing Barriers 
Consumers are feeling skeptical about sustainability claims. 
#2
SOLUTION 
Integrate with Brand Values 
#2
Integrate with Brand Values
Use Identifiers to Inform Purchasing Decisions
Common Purchasing Barriers 
Green products are perceived to always be more expensive than traditional goods. 
#3
SOLUTION 
Show “Green” Savings 
#3
Show “Green” Savings
MEDIA CHANNELS 
Strategically assess and understand the benefits and set backs of each opportunity for connection. 
Source: 2011 CONE / ECHO GLOBAL CR OPPORTUNITY STUDY
ENABLE THE SPREAD OF IDEAS 
•Leverage employees’ relationship with customers to influence the way customers use products. 
•Enable a two-way communication. 
•Socialize new behaviors.
QUESTIONS? 
CONTACT 
Ksenia Benifand 
ksenia@aeonstrategies.com 
www.twitter.com/KBenifand

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