Market insights from top researchers the latest intelligence on customer attitudes behavior
•
0 likes•239 views
Market insights from top researchers the latest intelligence on customer attitudes behavior
Recommended
Recommended
More Related Content
Similar to Market insights from top researchers the latest intelligence on customer attitudes behavior
Similar to Market insights from top researchers the latest intelligence on customer attitudes behavior (20)
More from Sustainable Brands
More from Sustainable Brands (20)
Recently uploaded
Recently uploaded (20)
Market insights from top researchers the latest intelligence on customer attitudes behavior
- 1. Simon Mainwaring We First Branding @simonmainwaring Raphael Bemporad BBMG @rbemporad Whitney Dailey Cone Communications @WhitneyDailey Andy Last Salt @SaltyLast Maria Redin GOODcorps @luckystar Rosie Warin Global Tolerance @RosieWarin Nick Liddel Dragon Rouge @baronsauvage Mark Rossolo UL Environment @ulenvironment #SB15sd Market Insights from Top Researchers: The Latest Intelligence on Customer Attitudes Behavior
- 2. MARIA REDIN STRATEGY LEAD Sustainable Brands What makes a brand good? Early themes of expert conversations
- 3. What makes a brand good?
- 4. We work with companies to create programs that align business goals and create social good.
- 5. There is a disconnect between what people say and the purchase decisions they actually make.
- 6. We have developed our own language. But do these terms mean anything to consumers?
- 7. How do people think about “goodness” in a brand?
- 8. We had conversations with Early adopters of good brands Emerging leaders in the social enterprise space Professionals at the intersection of social good and business
- 9. We wanted to explore How do you think about your favorite brands? How do you think about brands you’d describe as doing or being good? How do you assess if a brand is being genuinely good?
- 10. We wanted to explore How do you think about your favorite brands? How do you think about brands you’d describe as doing or being good? How do you assess if a brand is being genuinely good?
- 11. We wanted to explore How do you think about your favorite brands? How do you think about brands you’d describe as doing or being good? How do you assess if a brand is being genuinely good?
- 12. PHASE 1 In-depth Interviews Emerging hypotheses Expert perspective Qualitative insights PHASE 2 Audience survey Refine hypotheses PHASE 3 General survey Validate our findings 3 Phrase Approach
- 13. What are the emerging themes so far?
- 14. Even among conscious consumers, “goodness” still comes second. 1/5
- 15. I was drawn to REI by the product, but I like that REI is a co-operative. This makes me go back. “ ”
- 16. What if “goodness” is a loyalty driver?
- 17. It is hard to see “goodness.” 2/5
- 18. …. Apple is not good for the earth and they mine their lithium somewhere crazy. But it’s too big for me to wrap my head around. “ ”
- 19. What if brands and consumers shared a language of “goodness”?
- 21. The leaders of Salesforce and Patagonia are willing to come out again and again and speak about the issues they care about. “
- 22. What if “goodness” needs a spokesperson?
- 23. People care about people 4/5
- 24. The fact that their direct employees are so well looked after means I imagine they treat other workers well and are likely to have good factory and contract worker practices. “
- 25. What if people are the new “green”?
- 26. Good brands are described as people 5/5
- 27. If companies want to be more good, it is just about being normal, being human. “ ”
- 28. What if the future of business culture is to be more human?
- 29. In Phase 2, we will explore:
- 30. What are the emerging themes so far? What if “goodness” is a loyalty driver? What if brands and consumers shared a language of “goodness”? What if “goodness” needs a spokesperson? What if people are the new “green”? What if the future of business culture is to be more human?
Editor's Notes
- Good morning and welcome! Thank you for coming to such an early morning meeting! It is great to have you here and share this presentation with you.
- Today we wanted to share some very early findings with you and gather your thoughts and feedback in this space. Over the past couple of months, we have been working on a research project that explores what makes a brand good.
- Surveys often speak to consumers’ willingness to pay more for brands that do good. But there is a disconnect between what people say and what they do The reality is that brands that have focus on sustainability, social impact etc. are rarely the leaders in their categories. So rather than ask people about their opinion on pre-existing programs or terms, we started this exploration by asking a basic open-ended question:
- As workers in this space, we have developed our own specific language for doing good with words and phrases like Sustainability, CSR, social impact, employee welfare, corporate citizenship. But do any of these terms actually mean anything to consumers? We took a human-centered design approach to understand what humans think about brands and goodness.
- How do people think about “goodness” in a brand?
- To answer these questions, we first turned to our expert community. We held in-depth interviews with… (adopters,leaders, etc.) We did this because we believe this community has the most developed sensibilities around what a good brand means but they are also everyday consumers. We all have to buy shampoo at the end of the day. With them we wanted to explore (these three questions)
- The in-depth interviews are the first part of a 3 phase approach and is what we will covering today. This initial exploration with leaders and early adopters was designed to help us listen and discover emergent themes. In phase 2, we plan to refine those themes with an audience that self-identifies with these values. In phase 3, we plan to validate these findings or understand how widely held they are in the general population. So you are getting a preview of the themes we are hearing from phase 1.
- When we asked our extreme users, enthusiasts and professionals, about their favorite brands We were surprised that the traditional factors of, price, convenience, quality and self identity were main still the main purchase drivers.
- I like that REI are a co-operative. I was drawn to REI by the product, but knowing this makes me go back….. I don’t seek it out, but if I am patronizing a good business it makes me feel happy with my purchase decision. For this person, they found out about REI’s co-operative model in communications he received after joining their rewards program… ---- (deleted slide) I can’t wear a style of bag that doesn’t look professional, even if it has been made by a woman in a developing country…... and I support the company’s cause philosophy. Becuase it just doesn’t fit. That kind of aesthetic creates a barrier with the mainstream. Hippie says good is a niche. For this person - they were not prepared to compromise what fits with their self identity to support a good cause. Goodness comes second.
- What if the story of the impact is important to keep a consumer’s interest, after the initial purchase? How can we use subsequent marketing touchpoints to make sure customers come back? Loyalty is a big driver to lifetime customer value and this may be a great ---- baby shower with “honest company products preferred”
- Our interviewees often attempted to research goodness, But they are faced with overwhelming and contradicting information about what is good, with new factors emerging all the time. Food and fashion were easiest to get to grips with - but others were simply too complex to understand, or too opaque to research. As a result People were looking for shortcuts, such as certification and endorsements to help them navigate the space - or they simply compartmentalized the choices that they made, choosing not to think about it..
- “Technology companies are hard, computers are so far out of my knowledge… Apple is not good for the earth and they mine their lithium somewhere crazy. But it’s too big for me to wrap my head around.” -For this person, - they were easily able to understand the journey to market for clothes and food products, but technology felt overwhelmingly complex We found that people could only make judgements about certain product categories where processes are well documented and understood. (deleted slide) “On Everlane’s website you can see their products through the whole lifecycle, the factories, where everything is made. There are real names, faces and stories - I wish I could see that for J Crew and Madewell” We heard: There is this desire for transparency, for brands to open up and show how everything works behind the scenes. This openess and storytelling helps people feel confident that they are buying from a brand that is good.
- What if we could give people the language and tools to make more informed choices - across product categories? What if we could help people see what was going on behind the scenes…?
- Voices of leaders always matter in any business. But for brands who want to be authentically good, their leaders have to be passionate and knowledgeable about their cause. outspoken about it, and willing to take the lead in showing how it can be tackled consistent about everything they say and do
- leadership is about commitment - being willing to champion an issue over time The Voice of the Leader matters. (deleted slide This quote about is about a high end fashion company founded on vegan and cruelty free principles. “She is hardcore about her mission, sometimes you have a company that’s cruelty free but they are not considering the ecosystem. The founder of Vaute Couture covers both angles, seeing her bring these issues into mainstream culture from an area that’s kind of hidden is cool” The founder is being hailed in the fashion world in equal part for her design aesthetic and her companies’ principles. Many consumers are drawn by the fashion and find out about the cause as a result. She is seen as pioneering a cruelty free approach, and bringing these issues to a broader audience both with consumers and within the fashion industry.
- What if their leadership ensured that they were drawing attention to; creating solutions for; and offering consumer choice, in that space?
- We were surprised that when people spoke about how they evaluate goodness in a brand, most of them talked first about how companies treated people, before they mentioned more traditional factors like sustainability, donations etc. We heard that Consumers make judgements based on whether employees appear happy - for example in stores or in factories. And whether companies were trying to support the communities within which they operated, at home or abroad.
- This quote is about a grocery chain in the South West called Publix “ I like Publics because its motives and practices are less profit driven, and more about giving back to the community. I think that comes from employee ownership. The fact that their direct employees are so well looked after means I imagine they treat other workers well and are likely to have good factory/contract worker practices” When this person talked about Publix they said: They have great staff who seem happy and motivated to provide good service. A bit like at Trader Joes And the employees had voted to have a community policy that give out generic drugs from its pharmacy for free.
- What if the next consumer trend to be popularized in the same way as sustainability is employee welfare, or community policy?
- People judge good brands as they would good people. They used human traits and characteristics to describe they way they evaluated whether brands were good. They talked about motives, about integrity, honesty and trustworthiness…
- what we heard people were looking for was humanity
- What if businesses could be the kind of person you want to go for a drink with?
- They are leading us to think about exploring these kinds of questions and hypotheses in our subsequent rounds of research.