Research Panel: Untangling the ConsumerAttitude/Behavior Gap¡    Sally Uren, Deputy Chief Executive, Forum for the      F...
Research Panel: Untangling the ConsumerAttitude/Behavior Gap¡    Charlie Attenborough, Managing Director,      Internatio...
1
Participating Countries    20122
Greendex Structure with Weighting    In calculating the total Greendex scores, the sub-indices are weighted as follows:3
Greendex: Overall Rankings    Trends: 2008–20124
Changes in Overall Greendex Score    Trends: 2010–20125
I Feel Guilty about the Impact I Have    on the Environment    Percentage of Consumers in Each Country, 2012      The whit...
The Impact That Our Society Has on the Environment    Is So Severe That There Is Very Little Individuals    Can Do about I...
8
Research Panel: Untangling the ConsumerAttitude/Behavior Gap¡    Raphael Bemporad, Founding Partner & Chief      Strategy...
WHAT IS THE ROLE OF THECONSUMER IN ASUSTAINABLE ECONOMY?
REGENERATIONCONSUMER STUDY                  UK                       Germany   USA                                        ...
ENVIRONMENTALISM
66                %say “as a society, we need to consume a lot less toimprove the environment  for future generations.”
66                %say “as a society, we need to consume a lot less toimprove the environment  for future generations.”   ...
65                %say “I have a responsibility to purchase products that       are good for theenvironment and society.”
65                %say “I have a responsibility to purchase products that       are good for theenvironment and society.” ...
MATERIALISM
63             %  say “shopping for newthings makes me happy.”      %
63             %  say “shopping for newthings makes me happy.” 77   %              48    %Emerging    Developed Markets   ...
56                 %say “I care a lot abouthow I look, my style.”
56                 % say “I care a lot about how I look, my style.” 68   %                45    %Emerging      Developed M...
REGENERATIONCONSUMERSEGMENTATION
MEET THEASPIRATIONALS
CONSUMER SEGMENTATION
THE OPPORTUNITY
THE OPPORTUNITYENVIRONMENTALISM
THE OPPORTUNITYENVIRONMENTALISMMATERIALISM
THE OPPORTUNITYENVIRONMENTALISMMATERIALISMTHE POWER OF ‘AND’
RegenerationRoadmap.com
Research Panel: Untangling the ConsumerAttitude/Behavior Gap¡    Joseph Staton, Director & General Manager, GfK      Cons...
Green Gauge® Global GfK Consumer Trends for Sustainable Brands London© GfK 2012 | Source: GfK Consumer Trends, Roper Repor...
1 | Context    Concern for the   Companies face an A green behavioural      environment     increasing level of   divide s...
RR®W | Top Concerns Global 25                                                                                             ...
2 | Companies    Concern for the   Companies face an A green behavioural      environment     increasing level of   divide...
Pragmatism powers expectations of business                      Most important responsibilities of companies today (% ment...
3 | Consumers    Concern for the   Companies face an A green behavioural      environment     increasing level of   divide...
GG®G Segmentation | Who?   Segment                                                Description                             ...
GG®G Segmentation | Glamour Rising               % age 15+ who belong to specified Green Gauge Global segments, 2010-12   ...
GG®G Segmentation | Where?   Segment                                                Countries© GfK 2012 | Source: GfK Cons...
RR®W | Personal Values 2007-2012                                                                           Functional Need...
GG®G Segmentation | Values   Segment                                                Description                           ...
GG®G | Key Observations View Green through    Give people a                                                               ...
Research Panel: Untangling the Consumer Attitude/Behavior Gap
Research Panel: Untangling the Consumer Attitude/Behavior Gap
Upcoming SlideShare
Loading in …5
×

Research Panel: Untangling the Consumer Attitude/Behavior Gap

839 views

Published on

If consumers are becoming ever more aware of and interested in global environmental and social challenges, why is their behavior largely not reflective of this? How is it that those who buy the most stuff feel the least 'consumer guilt,' while still expressing the highest levels of awareness? Recent studies have found these and other perplexing contradictions between consumer beliefs, on the one hand, and purchasing behaviors on the other. To help us understand the consumer psyche on a deeper level, through hard facts and a healthy dose of empathy, we are joined by a stellar research panel of domain experts.

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
839
On SlideShare
0
From Embeds
0
Number of Embeds
470
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Research Panel: Untangling the Consumer Attitude/Behavior Gap

  1. 1. Research Panel: Untangling the ConsumerAttitude/Behavior Gap¡  Sally Uren, Deputy Chief Executive, Forum for the Future¡  David North, Executive Director, Sustainable Consumption Institute¡  Raphael Bemporad, Founding Partner & Chief Strategy Officer, BBMG¡  Joseph Staton, Director & General Manager, GfK Consumer Trends, GfK Group¡  Charlie Attenborough, Managing Director, International Advertising, National Geographic Sustainable Brands London Conference
  2. 2. Research Panel: Untangling the ConsumerAttitude/Behavior Gap¡  Charlie Attenborough, Managing Director, International Advertising, National Geographic Sustainable Brands London Conference
  3. 3. 1
  4. 4. Participating Countries 20122
  5. 5. Greendex Structure with Weighting In calculating the total Greendex scores, the sub-indices are weighted as follows:3
  6. 6. Greendex: Overall Rankings Trends: 2008–20124
  7. 7. Changes in Overall Greendex Score Trends: 2010–20125
  8. 8. I Feel Guilty about the Impact I Have on the Environment Percentage of Consumers in Each Country, 2012 The white space in this chart represents “3” (on a scale of 1 to 5 where 1 means “Strongly disagree” and 56 means “Strongly agree”) and “DK/NA.”
  9. 9. The Impact That Our Society Has on the Environment Is So Severe That There Is Very Little Individuals Can Do about It Percentage of Consumers in Each Country, 2012 The white space in this chart represents “3” (on a scale of 1 to 5 where 1 means “Strongly disagree” and 57 means “Strongly agree”) and “DK/NA.”
  10. 10. 8
  11. 11. Research Panel: Untangling the ConsumerAttitude/Behavior Gap¡  Raphael Bemporad, Founding Partner & Chief Strategy Officer, BBMG Sustainable Brands London Conference
  12. 12. WHAT IS THE ROLE OF THECONSUMER IN ASUSTAINABLE ECONOMY?
  13. 13. REGENERATIONCONSUMER STUDY UK Germany USA China India Brazil
  14. 14. ENVIRONMENTALISM
  15. 15. 66 %say “as a society, we need to consume a lot less toimprove the environment for future generations.”
  16. 16. 66 %say “as a society, we need to consume a lot less toimprove the environment for future generations.” % 76 57 %Emerging Developed Markets Markets
  17. 17. 65 %say “I have a responsibility to purchase products that are good for theenvironment and society.”
  18. 18. 65 %say “I have a responsibility to purchase products that are good for theenvironment and society.” % 82 49 % Emerging Developed Markets Markets
  19. 19. MATERIALISM
  20. 20. 63 % say “shopping for newthings makes me happy.” %
  21. 21. 63 % say “shopping for newthings makes me happy.” 77 % 48 %Emerging Developed Markets Markets
  22. 22. 56 %say “I care a lot abouthow I look, my style.”
  23. 23. 56 % say “I care a lot about how I look, my style.” 68 % 45 %Emerging Developed Markets Markets
  24. 24. REGENERATIONCONSUMERSEGMENTATION
  25. 25. MEET THEASPIRATIONALS
  26. 26. CONSUMER SEGMENTATION
  27. 27. THE OPPORTUNITY
  28. 28. THE OPPORTUNITYENVIRONMENTALISM
  29. 29. THE OPPORTUNITYENVIRONMENTALISMMATERIALISM
  30. 30. THE OPPORTUNITYENVIRONMENTALISMMATERIALISMTHE POWER OF ‘AND’
  31. 31. RegenerationRoadmap.com
  32. 32. Research Panel: Untangling the ConsumerAttitude/Behavior Gap¡  Joseph Staton, Director & General Manager, GfK Consumer Trends, GfK Group Sustainable Brands London Conference
  33. 33. 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
  34. 34. 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
  35. 35. 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
  36. 36. 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
  37. 37. 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
  38. 38. 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
  39. 39. 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
  40. 40. 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
  41. 41. GG®G Segmentation | Where? Segment Countries© GfK 2012 | Source: GfK Consumer Trends, Roper Reports® Worldwide, Green Gauge® Global 2012 for Sustainable Brands, London 9
  42. 42. RR®W | Personal Values 2007-2012 Functional Needs #2 Honesty Emotional Needs #5 Authenticity Personal “Being sincere, Values “Being true to Brand Values having integrity…” myself…” Emotional Benefits Functional Benefits 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
  43. 43. 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
  44. 44. 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

×