The document segments the UK adult population into six "TGI Greenscape Clusters" based on their environmental engagement and behaviors. Cluster A, the "Keen", are strongly committed to environmental causes. Cluster B, the "Carefree", are not engaged with environmental issues. Cluster C, the "Pic'n'mix", are somewhat engaged but only where convenient. The document explains how understanding these clusters allows brands to more efficiently target consumers by matching green products to the most appropriate clusters. For example, Cluster A is almost three times more likely to buy environmentally friendly detergent. It also provides insights into which media are most efficient for reaching each cluster.
Self tracking, Sensors, and mHealth: Trends and Opportunitiesctorgan
Mobile health (mHealth) offers the perfect platform to merge self-tracking communities and sensor technologies. Toss in the power of social networking capabilities, and you've put the trifecta of instantaneous 'track, share, and compare' at people's fingertips.
The document discusses using mobile health (mHealth) technologies to improve maternal and child health outcomes. It describes the Text4Baby program, launched in 2010, which sends free text messages with health information to new mothers. The program aims to reach underserved groups and develop evidence on changing health behaviors. It also outlines a national evaluation framework for Text4Baby across several domains including reach, engagement, education, and sustainability.
Peter van Vooren (business developer at Remedus) and Bert Verbruggen (Project manager Verhaert) talk about the smartBEAT project. Verhaert innovation day 2015
Explore innovation and what fuels the fire for innovations. mHealth development, status and market opportunities for app developers. Learn why Innovating in mHealth will be an important market
Brought to you by the Mobile Collective, with the support of the ICT KTN, the CI KTN, and the Mobile Applications Centre at Imperial College.
Featuring: Patients Know Best, Wellnote, Epicollect, & MoDiSe
HealthCursor Consulting Group India- Distribution and Marketing- Mobile network operators in Africa have identified the growing demand for financial services and micro insurance . Airtel Africa has partnered with MicroEnsure for Mobile Micro Insurance. The range of Airtel-branded insurance products includes life, accident, health, agriculture, and other forms of cover.
Connecting intermediaries, customers and surveyors- ICICI Lombard India's mobile initiative started simply enough, with a set of basic applications that gave customers a consolidated view of all their policies, a reminder service to renew a policy, and a way to track the status of a claim. But as they matured with the mobile platform, they re-visited the paradigm and devised new ways to provide customers with more value-added and user-friendly features. This is however restricted to Auto insurance only.
Encryption, Transactions and handling customer grievance- Public sector general insurance company United India Insurance launched a mobile-based real-time fund transfer facility for payment of premium. M-Power enables customers to renew their policies and also remit the premium for approved proposals. To use this facility, one has to get an MMID (an identification number called - mobile money identifier) from his/her bank and enable one’s mobile with the application given by the bank. However, there are only 10 banks on board with this platform. This initiative follows the launch of its Internet-based sales, customer grievance portal and information-cum-sales kiosks.
Sales, awareness and providing access- Bima, a young Swedish microinsurance company, is using mobile phones to sell as many as three billion new insurance policies to the global poor. Bima, that has begun to access this untapped market, is now one of the largest mobile insurance platforms in the world. In just three years, Bima has acquired 4 million clients in Africa and Asia and is adding 400,000 new subscribers per month. Bima has been tackling many of the obstacles—education, pricing, premium collection—that prevent poor people from obtaining such benefits. For instance, Bima products such as life, accident and health insurance cost "as little as $0.20 to $6.00 a month. Last month, Leapfrog invested $4.25 million in Bima, which will allow the company to expand even further within Africa and Asia as well as reach into new markets in Latin America.
Digital Mobilities: The Innovation of mHealthdukesikac
The document discusses the innovation of mobile health (mHealth) technologies. It describes how mHealth, using mobile phones and other devices, can help make quality healthcare more accessible and affordable by enabling remote monitoring, prevention, and more efficient treatment. The document outlines benefits of mHealth for both patients and healthcare providers, such as automatic health monitoring, earlier interventions, and reduced costs. It provides examples of mHealth apps and the growing market for wearable fitness devices to track health metrics.
The document segments the UK adult population into six "TGI Greenscape Clusters" based on their environmental engagement and behaviors. Cluster A, the "Keen", are strongly committed to environmental causes. Cluster B, the "Carefree", are not engaged with environmental issues. Cluster C, the "Pic'n'mix", are somewhat engaged but only where convenient. The document explains how understanding these clusters allows brands to more efficiently target consumers by matching green products to the most appropriate clusters. For example, Cluster A is almost three times more likely to buy environmentally friendly detergent. It also provides insights into which media are most efficient for reaching each cluster.
Self tracking, Sensors, and mHealth: Trends and Opportunitiesctorgan
Mobile health (mHealth) offers the perfect platform to merge self-tracking communities and sensor technologies. Toss in the power of social networking capabilities, and you've put the trifecta of instantaneous 'track, share, and compare' at people's fingertips.
The document discusses using mobile health (mHealth) technologies to improve maternal and child health outcomes. It describes the Text4Baby program, launched in 2010, which sends free text messages with health information to new mothers. The program aims to reach underserved groups and develop evidence on changing health behaviors. It also outlines a national evaluation framework for Text4Baby across several domains including reach, engagement, education, and sustainability.
Peter van Vooren (business developer at Remedus) and Bert Verbruggen (Project manager Verhaert) talk about the smartBEAT project. Verhaert innovation day 2015
Explore innovation and what fuels the fire for innovations. mHealth development, status and market opportunities for app developers. Learn why Innovating in mHealth will be an important market
Brought to you by the Mobile Collective, with the support of the ICT KTN, the CI KTN, and the Mobile Applications Centre at Imperial College.
Featuring: Patients Know Best, Wellnote, Epicollect, & MoDiSe
HealthCursor Consulting Group India- Distribution and Marketing- Mobile network operators in Africa have identified the growing demand for financial services and micro insurance . Airtel Africa has partnered with MicroEnsure for Mobile Micro Insurance. The range of Airtel-branded insurance products includes life, accident, health, agriculture, and other forms of cover.
Connecting intermediaries, customers and surveyors- ICICI Lombard India's mobile initiative started simply enough, with a set of basic applications that gave customers a consolidated view of all their policies, a reminder service to renew a policy, and a way to track the status of a claim. But as they matured with the mobile platform, they re-visited the paradigm and devised new ways to provide customers with more value-added and user-friendly features. This is however restricted to Auto insurance only.
Encryption, Transactions and handling customer grievance- Public sector general insurance company United India Insurance launched a mobile-based real-time fund transfer facility for payment of premium. M-Power enables customers to renew their policies and also remit the premium for approved proposals. To use this facility, one has to get an MMID (an identification number called - mobile money identifier) from his/her bank and enable one’s mobile with the application given by the bank. However, there are only 10 banks on board with this platform. This initiative follows the launch of its Internet-based sales, customer grievance portal and information-cum-sales kiosks.
Sales, awareness and providing access- Bima, a young Swedish microinsurance company, is using mobile phones to sell as many as three billion new insurance policies to the global poor. Bima, that has begun to access this untapped market, is now one of the largest mobile insurance platforms in the world. In just three years, Bima has acquired 4 million clients in Africa and Asia and is adding 400,000 new subscribers per month. Bima has been tackling many of the obstacles—education, pricing, premium collection—that prevent poor people from obtaining such benefits. For instance, Bima products such as life, accident and health insurance cost "as little as $0.20 to $6.00 a month. Last month, Leapfrog invested $4.25 million in Bima, which will allow the company to expand even further within Africa and Asia as well as reach into new markets in Latin America.
Digital Mobilities: The Innovation of mHealthdukesikac
The document discusses the innovation of mobile health (mHealth) technologies. It describes how mHealth, using mobile phones and other devices, can help make quality healthcare more accessible and affordable by enabling remote monitoring, prevention, and more efficient treatment. The document outlines benefits of mHealth for both patients and healthcare providers, such as automatic health monitoring, earlier interventions, and reduced costs. It provides examples of mHealth apps and the growing market for wearable fitness devices to track health metrics.
Réalisé en partenariat avec les régies Altice Medias Ads & Connect, Deezer, Lagardère Publicité News, NRJ Global, Spotify et TargetSpot, le Baromètre de l’Audio Digital présente l’activité publicitaire sur les webradios et plateformes de streaming musical.
N'HESITEZ PAS A NOUS CONTACTEZ POUR RECEVOIR :
- LE CLASSEMENT PAR SECTEUR
- ET UN FOCUS SUR LE SECTEUR DE VOTRE CHOIX
Pour nous contacter, c'est ici : https://www.kantar.com/fr/contact
Réalisé en partenariat avec les régies Altice Medias Ads & Connect, Deezer, Lagardère Publicité News, NRJ Global, Spotify et TargetSpot, le Baromètre de l’Audio Digital présente l’activité publicitaire sur les webradios et plateformes de streaming musical.
N'HESITEZ PAS A NOUS CONTACTEZ POUR RECEVOIR :
- LE CLASSEMENT PAR SECTEUR
- ET UN FOCUS SUR LE SECTEUR DE VOTRE CHOIX
Pour nous contacter, c'est ici : https://www.kantar.com/fr/contact
Grâce à AdScope, plateforme de veille des créations publicitaires, Kantar vous aide à analyser la prise de parole de vos concurrents afin d’optimiser vos propres stratégies de communications. Visionnez notre teaser vidéo pour découvrir notre sélection des publicités les plus créatives de Noël cette année !
TGI Global Quick View Report : Usage des réseaux sociaux dans le monde en 2020Kantar
Plus de 7 adultes connectés sur 10 utilisent les réseaux sociaux au moins une fois par jour. En quelques années, les réseaux sociaux sont devenus présents dans toutes les sphères de notre vie quotidienne.
Dans ce rapport, nous explorons :
Quels sont les réseaux sociaux les plus utilisés dans le monde ?
Dans quels pays l'engagement vis à vis des médias sociaux est le plus important ?
Qui sont les grands utilisateurs de médias sociaux ? Quelles sont leurs habitudes et centres d’intérêts ?
2020 global trends in social media - Latest insights from TGI Global Quick Vi...Kantar
This document provides insights into global social media trends in 2020 based on a survey of over 67,000 internet users in 25 markets. Some key findings include:
- More than 7 in 10 connected adults use social media daily, with Facebook, YouTube, and Instagram being the most widely used platforms globally.
- Heavy social media users, who engage daily, tend to be younger (16-34), interested in technology, and enjoy pursuing novelty.
- Countries vary significantly in their social media engagement and dependence. For example, Chinese consumers report feeling they couldn't live without social media, while Norwegians feel they could live without it.
2020 global trends in social media - Latest insights from TGI Global Quick Vi...Kantar
More than 7 out of 10 connected adults use social media at least once a day, highlighting how big a part of our lives social media has become.
In this report we explore:
- What are the most used social networks globally?
- Which countries are particular hotspots for social media engagement?
- Who are the heavy social media users? What are their habits and interests?
2020 global trends in social media - Latest insights from TGI Global Quick Vi...Kantar
More than 7 out of 10 connected adults use social media at least once a day, highlighting how big a part of our lives social media has become.
In this report we explore:
- What are the most used social networks globally?
- Which countries are particular hotspots for social media engagement?
- Who are the heavy social media users? What are their habits and interests?
Les études indispensables pour booster votre croissance à la rentréeKantar
Insights, c’est une équipe d’experts des études et de passionnés de la communication et des médias, qui vous accompagnent dans toutes les étapes de votre stratégie de communication. Afin de vous accompagner dans la reprise que nous espérons tous, nous vous proposons 6 études indispensables pour booster votre croissance à la rentrée !
Les études indispensables pour booster votre croissance à la rentréeKantar
Insights, c’est une équipe d’experts des études et de passionnés de la communication et des médias, qui vous accompagnent dans toutes les étapes de votre stratégie de communication. Afin de vous accompagner dans la reprise que nous espérons tous, nous vous proposons 6 études indispensables pour booster votre croissance à la rentrée !
Global trends in social media - Latest insights from TGI Global Quick View Co...Kantar
82% of connected consumers in the world’s 22 largest markets today claim to use social media, according to TGI Global Quick View consumer data. Three quarters use social media at least once a day, highlighting how big a part of our lives social media has become.
In this report we will explore:
- What are the most used social networks globally?
- Which countries are particular hotspots for social media engagement?
- How are social networks used across different markets?
TGI Global Quick View Report : Usage des réseaux sociaux dans le mondeKantar
82% des consommateurs connectés des 22 plus grands marchés au monde déclarent utiliser les réseaux sociaux, selon les données TGI Global Quick View. 3 sur 4 utilisent les réseaux sociaux au moins une fois par jour. En quelques années seulement, les réseaux sociaux sont devenus présents dans toutes les sphères de notre vie quotidienne.
Quels sont les 10 réseaux sociaux les plus utilisés au monde ? Quel pays détient la palme du nombre d’utilisateurs actifs sur les réseaux sociaux ? Quelles sont leurs principales fonctions pays par pays ? Kantar vous propose un état des lieux complet sur l'usage des réseaux sociaux à travers le monde, réalisé avec TGI Global Quick View, solution mondiale de profilage des consommateurs et d'aide au pilotage média.
La consommation de cigarettes en Europe et l'essor de la cigarette électroniqueKantar
Quelle consommation de cigarette en France, Espagne, Alllemagne et UK ? Les fumeurs, quel âge ont-ils ? Qui tente d'arrêter de fumer ? Quelles méthodes pour arrêter de fumer ? ...
Une étude inédite sur les mutations du secteur de la communication. 5 000 consommateurs et 40 dirigeants interrogés sur 5 pays. Téléchargez l'étude complète ici : www.kantar.com/dimension
> Le ciblage excessif, un danger pour l'industrie publicitaire ? Quel équilibre entre mass media et hyper personnalisation ?
> RP, brand content, marketing d'influence... : comment communiquer avec ses publics avec sincérité ? A quelles sources d'information les consommateurs font-ils confiance ?
> Modèle publicitaire vs abonnement : quelle évolution pour les modèles économiques des médias ?
DIMENSION 2018 - Momentum towards IntegrationKantar
Now in it's second year, Kantar Media explores the key communication planning, buying and measurement issues faced by the industry from the twin perspectives of the industry’s leaders, and the consumers they are trying to reach.
Keynote presentation from Kantar Media CEO Andy Brown at asi 2017Kantar
Take a look through the key points from Kantar Media's DIMENSION 2017 study identifying the challenges - and opportunities faced by today's media industry.
La croissance exponentielle des adblockers force de nombreuses marques à réinventer leurs efforts publicitaires. La stratégie la plus actuelle, vous la connaissez : faire appel au marketing d’influence. Mais l’écosystème est massif et complexe. Contexte, outils, stratégies et tendances, Kantar Media vous livre les clés pour naviguer dans l’influence et ne plus être à la traîne.
Une étude inédite sur les mutations du secteur de la communication. 5 000 consommateurs et 40 dirigeants interrogés sur 5 pays. Téléchargez l'étude complète : http://bit.ly/2qsRQpE
The Political Ad Wars: Navigating a Turbulant AirscapeKantar
This document discusses the political advertising landscape for the 2016 election cycle. It notes that 8 of the 10 key presidential battleground states will also have competitive Senate and/or gubernatorial races. It provides data showing that political advertising makes up an increasingly large share of advertising in important primary states like Iowa and New Hampshire in the months leading up to those states' primaries. As political advertising rises, shares for other major advertising categories like auto and retail tend to decline. The document outlines a busy political calendar for 2016 and makes predictions about how the election may impact Senate races.
This document contains summaries of survey results from Kantar Media on topics related to personal appearance, media consumption habits, demographics, product/brand interactions, and alcohol and cosmetic brands. It includes data on where immigrants have lived in the UK, attitudes towards things like tanning and makeup, which on-demand streaming services people use, how people respond to different types of advertising, and consumption of specific beverage and cosmetic brands by demographic. The document provides an overview of new survey measures and research from Kantar Media on consumer behaviors and preferences.
This document provides an overview of new items and sections added to the GB TGI 2015 Q4 Update Deck. It includes data on response to outdoor advertising, types of outdoor ads seen, favorite TV channels, new brands of toiletries and cosmetics, mobility aids, health products, and lifestyle statements related to mail and bills. The majority of the document displays data in tables and charts with percentages and figures from the GB TGI 2015 Q4 report.
Réalisé en partenariat avec les régies Altice Medias Ads & Connect, Deezer, Lagardère Publicité News, NRJ Global, Spotify et TargetSpot, le Baromètre de l’Audio Digital présente l’activité publicitaire sur les webradios et plateformes de streaming musical.
N'HESITEZ PAS A NOUS CONTACTEZ POUR RECEVOIR :
- LE CLASSEMENT PAR SECTEUR
- ET UN FOCUS SUR LE SECTEUR DE VOTRE CHOIX
Pour nous contacter, c'est ici : https://www.kantar.com/fr/contact
Réalisé en partenariat avec les régies Altice Medias Ads & Connect, Deezer, Lagardère Publicité News, NRJ Global, Spotify et TargetSpot, le Baromètre de l’Audio Digital présente l’activité publicitaire sur les webradios et plateformes de streaming musical.
N'HESITEZ PAS A NOUS CONTACTEZ POUR RECEVOIR :
- LE CLASSEMENT PAR SECTEUR
- ET UN FOCUS SUR LE SECTEUR DE VOTRE CHOIX
Pour nous contacter, c'est ici : https://www.kantar.com/fr/contact
Grâce à AdScope, plateforme de veille des créations publicitaires, Kantar vous aide à analyser la prise de parole de vos concurrents afin d’optimiser vos propres stratégies de communications. Visionnez notre teaser vidéo pour découvrir notre sélection des publicités les plus créatives de Noël cette année !
TGI Global Quick View Report : Usage des réseaux sociaux dans le monde en 2020Kantar
Plus de 7 adultes connectés sur 10 utilisent les réseaux sociaux au moins une fois par jour. En quelques années, les réseaux sociaux sont devenus présents dans toutes les sphères de notre vie quotidienne.
Dans ce rapport, nous explorons :
Quels sont les réseaux sociaux les plus utilisés dans le monde ?
Dans quels pays l'engagement vis à vis des médias sociaux est le plus important ?
Qui sont les grands utilisateurs de médias sociaux ? Quelles sont leurs habitudes et centres d’intérêts ?
2020 global trends in social media - Latest insights from TGI Global Quick Vi...Kantar
This document provides insights into global social media trends in 2020 based on a survey of over 67,000 internet users in 25 markets. Some key findings include:
- More than 7 in 10 connected adults use social media daily, with Facebook, YouTube, and Instagram being the most widely used platforms globally.
- Heavy social media users, who engage daily, tend to be younger (16-34), interested in technology, and enjoy pursuing novelty.
- Countries vary significantly in their social media engagement and dependence. For example, Chinese consumers report feeling they couldn't live without social media, while Norwegians feel they could live without it.
2020 global trends in social media - Latest insights from TGI Global Quick Vi...Kantar
More than 7 out of 10 connected adults use social media at least once a day, highlighting how big a part of our lives social media has become.
In this report we explore:
- What are the most used social networks globally?
- Which countries are particular hotspots for social media engagement?
- Who are the heavy social media users? What are their habits and interests?
2020 global trends in social media - Latest insights from TGI Global Quick Vi...Kantar
More than 7 out of 10 connected adults use social media at least once a day, highlighting how big a part of our lives social media has become.
In this report we explore:
- What are the most used social networks globally?
- Which countries are particular hotspots for social media engagement?
- Who are the heavy social media users? What are their habits and interests?
Les études indispensables pour booster votre croissance à la rentréeKantar
Insights, c’est une équipe d’experts des études et de passionnés de la communication et des médias, qui vous accompagnent dans toutes les étapes de votre stratégie de communication. Afin de vous accompagner dans la reprise que nous espérons tous, nous vous proposons 6 études indispensables pour booster votre croissance à la rentrée !
Les études indispensables pour booster votre croissance à la rentréeKantar
Insights, c’est une équipe d’experts des études et de passionnés de la communication et des médias, qui vous accompagnent dans toutes les étapes de votre stratégie de communication. Afin de vous accompagner dans la reprise que nous espérons tous, nous vous proposons 6 études indispensables pour booster votre croissance à la rentrée !
Global trends in social media - Latest insights from TGI Global Quick View Co...Kantar
82% of connected consumers in the world’s 22 largest markets today claim to use social media, according to TGI Global Quick View consumer data. Three quarters use social media at least once a day, highlighting how big a part of our lives social media has become.
In this report we will explore:
- What are the most used social networks globally?
- Which countries are particular hotspots for social media engagement?
- How are social networks used across different markets?
TGI Global Quick View Report : Usage des réseaux sociaux dans le mondeKantar
82% des consommateurs connectés des 22 plus grands marchés au monde déclarent utiliser les réseaux sociaux, selon les données TGI Global Quick View. 3 sur 4 utilisent les réseaux sociaux au moins une fois par jour. En quelques années seulement, les réseaux sociaux sont devenus présents dans toutes les sphères de notre vie quotidienne.
Quels sont les 10 réseaux sociaux les plus utilisés au monde ? Quel pays détient la palme du nombre d’utilisateurs actifs sur les réseaux sociaux ? Quelles sont leurs principales fonctions pays par pays ? Kantar vous propose un état des lieux complet sur l'usage des réseaux sociaux à travers le monde, réalisé avec TGI Global Quick View, solution mondiale de profilage des consommateurs et d'aide au pilotage média.
La consommation de cigarettes en Europe et l'essor de la cigarette électroniqueKantar
Quelle consommation de cigarette en France, Espagne, Alllemagne et UK ? Les fumeurs, quel âge ont-ils ? Qui tente d'arrêter de fumer ? Quelles méthodes pour arrêter de fumer ? ...
Une étude inédite sur les mutations du secteur de la communication. 5 000 consommateurs et 40 dirigeants interrogés sur 5 pays. Téléchargez l'étude complète ici : www.kantar.com/dimension
> Le ciblage excessif, un danger pour l'industrie publicitaire ? Quel équilibre entre mass media et hyper personnalisation ?
> RP, brand content, marketing d'influence... : comment communiquer avec ses publics avec sincérité ? A quelles sources d'information les consommateurs font-ils confiance ?
> Modèle publicitaire vs abonnement : quelle évolution pour les modèles économiques des médias ?
DIMENSION 2018 - Momentum towards IntegrationKantar
Now in it's second year, Kantar Media explores the key communication planning, buying and measurement issues faced by the industry from the twin perspectives of the industry’s leaders, and the consumers they are trying to reach.
Keynote presentation from Kantar Media CEO Andy Brown at asi 2017Kantar
Take a look through the key points from Kantar Media's DIMENSION 2017 study identifying the challenges - and opportunities faced by today's media industry.
La croissance exponentielle des adblockers force de nombreuses marques à réinventer leurs efforts publicitaires. La stratégie la plus actuelle, vous la connaissez : faire appel au marketing d’influence. Mais l’écosystème est massif et complexe. Contexte, outils, stratégies et tendances, Kantar Media vous livre les clés pour naviguer dans l’influence et ne plus être à la traîne.
Une étude inédite sur les mutations du secteur de la communication. 5 000 consommateurs et 40 dirigeants interrogés sur 5 pays. Téléchargez l'étude complète : http://bit.ly/2qsRQpE
The Political Ad Wars: Navigating a Turbulant AirscapeKantar
This document discusses the political advertising landscape for the 2016 election cycle. It notes that 8 of the 10 key presidential battleground states will also have competitive Senate and/or gubernatorial races. It provides data showing that political advertising makes up an increasingly large share of advertising in important primary states like Iowa and New Hampshire in the months leading up to those states' primaries. As political advertising rises, shares for other major advertising categories like auto and retail tend to decline. The document outlines a busy political calendar for 2016 and makes predictions about how the election may impact Senate races.
This document contains summaries of survey results from Kantar Media on topics related to personal appearance, media consumption habits, demographics, product/brand interactions, and alcohol and cosmetic brands. It includes data on where immigrants have lived in the UK, attitudes towards things like tanning and makeup, which on-demand streaming services people use, how people respond to different types of advertising, and consumption of specific beverage and cosmetic brands by demographic. The document provides an overview of new survey measures and research from Kantar Media on consumer behaviors and preferences.
This document provides an overview of new items and sections added to the GB TGI 2015 Q4 Update Deck. It includes data on response to outdoor advertising, types of outdoor ads seen, favorite TV channels, new brands of toiletries and cosmetics, mobility aids, health products, and lifestyle statements related to mail and bills. The majority of the document displays data in tables and charts with percentages and figures from the GB TGI 2015 Q4 report.
3. KEENS Source: GB TGI 2010 Q2 Aged 25-64 Mixture of parent groups and unconstrained couples 4.2m in AB Social Grades Family income £50k+: Index 143 37% have degree or higher Two-thirds are main shoppers 20% of GB population
4. KEENS TOP LIFESTYLE STATEMENTS CENTRE AROUND SHOPPING Source: GB TGI 2010 Q2 I would be prepared to pay more for environmentally friendly products I am prepared to make lifestyle compromises to benefit the environment I only buy products from a company with whose ethics I agree I like to buy products from companies who give something back to society I buy fair trade products when available It’s worth paying more for organic food I am prepared to pay more for foods that don’t contain artificial additives
I’ve taken the Keen Greens here as our case study group as they are the most environmentally driven segment, and hopefully as it will become clear, a commercially very valuable group. Firstly, they are the biggest of the 6 segments representing over a fifth of the GB adult population. They span a wide range of age ranges, including most of the parents groups as well as unconstrained couples. They are well educated with just over 40% in the AB social grades and high family incomes. Also crucially, and as you would expect, two thirds are main shoppers. So an educated, well-off group, going to be more engaged in local communities and purchasing across all the major buying groups. These are people buying for themselves and for their families. What I want to prove to you now is that its not just their demographics that drive their consumer habits, but their attitudes as well. We can start to get an idea of this just by comparing their media consumption with one of the other clusters.
Out of all 300+ TGI lifestyle statements the statements Keens are most likely to agree with are all centred around purchasing behaviour being directly linked to environmental and ethical values. So their purchasing isn’t about convenience, following latest trends or fashions, or pricing, its entirely about ethical and environmental behaviour, whether that’s fairness, CSR or organic produce. And this feeds right through into the brands they’re most likely to buy…
So Waitrose, M&S, co-operative as we’ve shown in Kaye’s presentation all brands which have increased their market share in the last 5 years and are known for their green credentials. Interestingly sectors like alcoholic drinks are also in their shopping basket so maybe the likes of Bombay sapphire or even Lancome should be buying into the potential of green marketing. Even the travel sector which usually gets a bashing from green groups could perhaps tap into the commercial value of this group by concentrating more on eco-holidays or trips in Britain and Ireland perhaps and hotel breaks? Indeed whilst there has been a lot in the news recently about greenwashing and false marketing of green credentials there is certainly a demand out there for green goods… For example…
The new green questions on TGI were released on the Q2 dataset. As a reminder they include individual questions on knowledge of climate issues, purchasing behaviour and energy consumption as well as attitudes. Green behaviour hasn’t tailed off in the recession and brands with strong green credentials or environmental mission statements have continued to show growth. By analysing the overall response to the new questions we have been able to segment the whole population allowing quicker and more accurate profiling of the greenest consumers, but also providing an understanding of who is environmental unengaged and why, and how they can be reached. So hopefully throwing some light on the complex spectrum of green behaviour and attitudes.