The Road Less Travelled: New Paths to Mainstream Consumer Engagement
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These slides were presented at the Sustainable Brands London 2013 Conference, to view the associated video or listen to the audio of the presentation please visit http://www.sustainablebrands.com/digital_learning/brand_innovation/road-less-travelled-new-paths-mainstream-consumer-engagement
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The Road Less Travelled: New Paths to Mainstream Consumer Engagement
- 2. The Road Less Travelled New Paths to Global Mainstream Consumer Engagement November 18th 2013
- 3. Inger Kærgaard The world’s forests meet the social, ecological, and economic rights and needs of the present generation without compromising those of future generations.
- 4. We’ve reached a tipping point
- 5. Yet we haven’t spoken to consumers
- 6. Is the problem that there are too many? Or is it that they lack ‘true meaning’?
- 7. New Metrics What if we measured our impact in a different way?
- 8. The Challenge: Crossing the chasm Connect to mainstream with meaning and personal relevance without alienating dark greens THE BIG CHASM (little in common SMALL CHASM INNOVATORS EARLY ADOPTERS Dark/Super Green EARLY MAJORITY LATE MAJORITY Upper Middle Green Lower Middle Green LAGGARDS (GFK: ‘Jaded’ segment)
- 9. Study design
- 11. Consumers are concerned: Global level
- 12. Consumer actions: Everyday life
- 13. Responsibility and barriers to being green
- 16. Trust in the FSC label
- 17. gpointstudio What we’ve seen in ’Merica
- 18. Universal truths can unite across segments US positioning: strong appeal for mainstream consumers as well as for dark greens. THE BIG CHASM (little in common SMALL CHASM INNOVATORS EARLY ADOPTERS Dark/Super Green VERY OR EXTREMELY APPEALING 88% EARLY MAJORITY LATE MAJORITY Upper Middle Green Lower Middle Green LAGGARDS (GFK: ‘Jaded’ segment) 70% Source: Roundpeg consulting quantitative 2011
- 19. Parenthood a driver of green values
- 20. Companies are moving from compliance to inspiration
- 22. Five Step Summary 1 Don’t mime: Help others when you see it happening 2 It is your responsibility: Build it, they will come and be more loyal 3 4 5 Don’t go to the party alone: Choose friends Cross the chasm: Universal insights build bridges Seek: Uncommon collaborations