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

  1. 1. The Road Less Travelled New Paths to Global Mainstream Consumer Engagement November 18th 2013
  2. 2. 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.
  3. 3. We’ve reached a tipping point
  4. 4. Yet we haven’t spoken to consumers
  5. 5. Is the problem that there are too many? Or is it that they lack ‘true meaning’?
  6. 6. New Metrics What if we measured our impact in a different way?
  7. 7. 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)
  8. 8. Study design
  9. 9. Consumers are concerned: Global level
  10. 10. Consumer actions: Everyday life
  11. 11. Responsibility and barriers to being green
  12. 12. Consumer trust varies
  13. 13. Trust in the FSC label
  14. 14. gpointstudio What we’ve seen in ’Merica
  15. 15. 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
  16. 16. Parenthood a driver of green values
  17. 17. Companies are moving from compliance to inspiration
  18. 18. ‘Uncommon Collaborations’
  19. 19. 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
  20. 20. Inger Kærgaard Thank you

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