Presented by Stephen Cribbet and Nigel Roth, Further People are more concerned about the future survival of the planet and society than ever before, but this isn’t shifting the way people shop and consume as much as you think it is. This presentation explores the say-do gap and provides useful methods and techniques that researchers can deploy to surface it and set about changing it.

1. The Mindful Consumer’s Contradiction
Further
10 November 2021
Stephen Cribbett Nigel Roth

2. Sponsors
Communication

3. The MindfulConsumer’s
Contradiction
Stephen Cribbett
Founder/CEO
Stephen@go-further.co
Nigel Roth
Research Director
Nigel@go-further.co

5. The MindfulConsumer
We feel more vulnerable and
have become increasingly
mindful of our own health,the
wellbeing of family and that
of the planet, and we’re
reshaping how we shop, eat
and travel, and the brandswe
trust and let into ourlives.

6. The MindfulConsumer
Inclusive
Authentic
Transparency
Sustainability and
regeneration
Custome-led

7. Content strategy
There are some very real and
‘burning’ considerations for
brands, not least that researchby
GlobalData found that 48% of
consumers were making a
conscious effort to buy less stuff!

8. On average, 70%of consumers
globally say they are more worried
about the environment now than a
year ago and 72%agree that if
ordinary people do not act now to
combat climate change, they willbe
failing future generations. (Ipsos)

9. The Say-DoGap
(intention –behaviour)

11. But why noaction?
84% of UK consumers say that being environmentally
friendly is important to them, yet 68% cannot name a
single environmentally friendly brand

13. Keep it clean
• Virtual qual community of 50participants
in the UK
• Ethnographic, with peeks intotheir
cleaning closet
• Asked to show and describe products
they’re proud of
• Trade-off between green andother
factors
• Framework for what makes aproud
product, to reverse engineerinto
development
Online research community methodology

14. The roleof prideinpurchasingdecisions
They’llalso wantto
repeat that
purchase,because
when someone
feels a sense of
pride and
receives social
recognition for
their choice,
serotonin is
released
When someone is
proud of something
they tend to show it
off, talk with friends
about it and, without
beingcompensated,
becomean
ambassador forthe
brandandan
influencer oftheir
peergroup
Ogilvy’s Lovem©arks
work showed that brands
need high respect + high
love to thrive
12

15. My cleaningproducts
13

16. And the three words that were most used..
14
© 2021Further.

17. Strong and gentle, a duality of ability
My partner makes
popcorn suing kernels
and oil. These are the
only things I've found
that gets the stainsoff
the pans without
damaging.
Ireally enjoy using this leather
sofa surface cleaning product
as it instantly makes the
material to look and feel like
new and it also leaves a present
fragrance aftermath, without
leaving marks.
This Cillit Bang product is my
most preferred brand when
cleaning shower, sinks and
stainless-steel tap bases.Safe
on everything.
15
© 2021Further.

18. … oh, and finally, 1 out of 50 choices was a green one
‘This ecover product is
my first-choice when
cleaning the oven and
hob; as it defeats burned-
on food stuck on the
services quickly and also,
it's ethically-made (made
in a 'clean, green
factory'). Furthermore, it's
also very effective and
reliable on pans and pots’
16

19. Over-performance
• ‘Iwas [in] shock how quick itbought
the rust off’
• ‘Iwas that amazed Itried it on my
garden patio, and it bought thepaths
up like new’
• ‘Idon’t know if you’re supposed tobut
you can also use it on glass and even
plastic’
• ‘[Wipe] literally anysurface’
Overperformance is relative to
expectations
• Are green
cleaning
product’s claims
too high?
17
criteria for
Proud Products

20. Duality might be key to efficacy perceptions
• ‘Soft and strong at the same time’
• ‘Strong but not abrasive’
• ‘Doesn't scratch but cleans perfectly’
• ‘Power without the damage’
• Are green
cleaning
products missing a
connection?
Duality
18
criteria for
Proud Products

21. Off-label multi-uses drive capability
• ‘Smells great, cleans well, leaves a shine, I mean, perfect’
• ‘Had the whole lot; the fragrance, the power to get it clean,
no residue, no streaks’
• ‘Smell is fresh, and it cleans really well, and never fails’
• ‘It also makes your home smell fresh for hours ‘
• Are green products delivering across
dimensions?
Multi-dimensionality
19
criteria for
Proud Products

22. Relativity
- Against both price and efficacy, an overperformance is often
more valuable than meetingexpectations
- The Indian brand, Bisleri, built it’s brand on the line, ‘Less
Expensive Than You Think’, without really using any taste,
flavour, or purity cues
•
‘Itcost just £1.00and
to meit is the best
cleaning product out
there’
‘39p, and, it’s asgood
as anyother’
Are greenproducts getting this balance wrong?
20
© 2021Further.
criteria for
Proud Products

23. Fear of losing it made it more valuable
• ‘I have stock up on it as I am scared
to run out’
• ‘Couldn’t live without it’
• ‘I use it everywhere, don’t know what
I’d do without it, it’s like my cleaning
partner’
• ‘I keep it in the cupboard for
emergencies’
FO
LI
• There’s fear of losing a
cleaning product, but not
of losing the planet ..
© 2021 Further.
21
criteria for
Proud Products

24. A product you LIKE USING (overperforms,
duality, multidimensionality, you don’t want
to lose, etc) but isn’tGREEN
87%
13%
A product you DISLIKE
USING but which isGREEN
And, PRIDE trumps green
22
© 2021Further.
criteria for
Proud Products
13%

26. Recommendations
For research to understand the say-do gap, consider the
following:
1. Begin with a hypothesis that is non-green related – like pride;
2. Avoid questioning that reasons with consumers;
3. Reverse-engineer into a framework which allows you to
construct an optimal green product

27. Recommendations
For markets to change behaviours, consider..
1. Making the future more tangible in order to change our default
responses and rewards for the long-term as opposed to
immediately
2. Minimise the effort to make a different choice and change
product
3. Focus on the impact of change at an individual level

28. Visit our website at:go-further.co
Call: +44 (0) 20 35153301
© 2021 Further. Further is a division of Youmeus Limited.

29. Q & A
Ray Poynter Stephen Cribbett Nigel Roth

30. Sponsors
Communication