The document discusses the consumer attitude-behavior gap regarding green practices, highlighting the increasing scrutiny of companies' environmental responsibilities. It outlines the various consumer segments ranging from those willing but unable to engage in green behaviors to those who are skeptical yet participate occasionally. Additionally, it emphasizes the importance of businesses addressing social issues while aligning their brand values with consumer motivations for sustainability.

1. Research Panel: Untangling the Consumer
Attitude/Behavior Gap
¡ Joseph Staton, Director & General Manager, GfK
Consumer Trends, GfK Group
Sustainable Brands
London Conference

2. Green Gauge® Global
GfK Consumer Trends for Sustainable Brands London
© GfK 2012 | Source: GfK Consumer Trends, Roper Reports® Worldwide, Green Gauge® Global 2012 for Sustainable Brands, London 1

3. 1 | Context
Concern for the Companies face an A green behavioural
environment increasing level of divide still exists
remains high – scrutiny from across the world –
Green continues to consumers – the emerging markets
be a globally rise of CSR are beginning to
relevant lead some green
mainstream trend trends
1 2 3
© GfK 2012 | Source: GfK Consumer Trends, Roper Reports® Worldwide, Green Gauge® Global 2012 for Sustainable Brands, London 2

4. RR®W | Top Concerns Global 25
Recession & Unemployment
Enough Money/Pay the Bills
Inflation & High Prices
Crime & Lawlessness
Environmental Pollution
Educational Quality
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
© GfK 2012 | Source: GfK Consumer Trends, Roper Reports® Worldwide, Green Gauge® Global 2012 for Sustainable Brands, London 3

5. 2 | Companies
Concern for the Companies face an A green behavioural
environment increasing level of divide still exists
remains high – scrutiny from across the world –
Green continues to consumers – the emerging markets
be a globally rise of CSR are beginning to
relevant lead some green
mainstream trend trends
1 2 3
© GfK 2012 | Source: GfK Consumer Trends, Roper Reports® Worldwide, Green Gauge® Global 2012 for Sustainable Brands, London 4

6. Pragmatism powers expectations of business
Most important responsibilities of companies today (% mentioning)
Providing good jobs for people
Being environmentally responsible
Protecting the health and safety of its workers
Producing good quality products or services
Charging reasonable prices for products and services
Paying a fair share of taxes
Investing in research and technology
Advertising honestly
Having programs that address social issues and causes
Helping to educate people
Supporting the local community
Being involved with charities
Providing a good return to shareholders
© GfK 2012 | Source: GfK Consumer Trends, Roper Reports® Worldwide, Green Gauge® Global 2012 for Sustainable Brands, London 5

7. 3 | Consumers
Concern for the Companies face an A green behavioural
environment increasing level of divide still exists
remains high – scrutiny from across the world –
Green continues to consumers – the emerging markets
be a globally rise of CSR are beginning to
relevant lead some green
mainstream trend trends
1 2 3
© GfK 2012 | Source: GfK Consumer Trends, Roper Reports® Worldwide, Green Gauge® Global 2012 for Sustainable Brands, London 6

8. GG®G Segmentation | Who?
Segment Description
“Willing but not able – need the tools…”
“Green is a status symbol…”
“The most active in thought and action…”
“Pro-environmental attitudes, but focus
mostly on ‘easy’ behaviours…”
“Sceptical and cynical, but participate
sometimes…”
© GfK 2012 | Source: GfK Consumer Trends, Roper Reports® Worldwide, Green Gauge® Global 2012 for Sustainable Brands, London 7

9. GG®G Segmentation | Glamour Rising
% age 15+ who belong to specified Green Gauge Global segments, 2010-12
2010 2011 2012
© GfK 2012 | Source: GfK Consumer Trends, Roper Reports® Worldwide, Green Gauge® Global 2012 for Sustainable Brands, London 8

10. GG®G Segmentation | Where?
Segment Countries
© GfK 2012 | Source: GfK Consumer Trends, Roper Reports® Worldwide, Green Gauge® Global 2012 for Sustainable Brands, London 9

11. RR®W | Personal Values 2007-2012
#2 Honesty #5 Authenticity
“Being sincere, “Being true to
having integrity…” myself…”
Value Rank Description
“Wanting to explore & learn about new
Curiosity +10
things”
Wisdom +5 “Having a profound understanding of life”
Knowledge +5 “Being well-educated about things”
“Respecting ethnic, religious & racial
Social Tolerance +4
differences
Preserving the
+2 “Helping to preserve nature”
Environment
© GfK 2012 | Source: GfK Consumer Trends, Roper Reports® Worldwide, Green Gauge® Global 2012 for Sustainable Brands, London 10

12. GG®G Segmentation | Values
Segment Description
“Duty”, “Faith”
& “Respecting Ancestors”
“Status”
& “Being Youthful”
“Open-mindedness”
& “Social Tolerance”
“Learning”
& “Internationalism”
“Material Security”, “Thrift”
& “Traditional Gender Roles”
© GfK 2012 | Source: GfK Consumer Trends, Roper Reports® Worldwide, Green Gauge® Global 2012 for Sustainable Brands, London 11

13. GG®G | Key Observations
View Green through Give people a Understand the
the prism and social outlet for Green barriers (but
motivations of Green – make it focus first on the
innate Personal visible, think about need your brand
Values… the role of social addresses)…
signalling and
status…
1 2 3
© GfK 2012 | Source: GfK Consumer Trends, Roper Reports® Worldwide, Green Gauge® Global 2012 for Sustainable Brands, London 12