The Lexicon of Recycling, Earth Day Canada Beyond Green workshop

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GreenShorts was proud to be invited to host a working session at this year's Earth Day Canada's Beyond Green youth summit. This presentation helped facilitate a conversation on green marketing, consumer expectations from brands and companies and how the topic of recycling can be used as a meaning conversation for brands. We reviewed a few pieces of advertising from Brita, Kijiji and Johnson & Johnson.

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  • So where does that leave us?
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  • So where does that leave us?
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  • What did people say and what they did. The ad made the connection between health and environment: the jogging girl shows how we are more apt to take care of our health and bodies, but not our planet. The water bottle challenge ad makes a connection between health and environment, and thus encourages people to change behaviour. Ethnography shows they do.
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  • The Lexicon of Recycling, Earth Day Canada Beyond Green workshop

    1. 1. Actionable & Timely Market Intelligence The Lexicon of Recycling GreenShorts Research October 27, 2013 © 2013 GreenShorts Inc. - All Rights Reserved - 1 www.greenshortsresearch.com
    2. 2. > This Morning Part presentation; Part Brainstorming Think about: What would you like to see as consumers? What would you tell brands? What would you like to test? © 2013 GreenShorts Inc. All Rights Reserved. www.greenshortsresearch.com 2
    3. 3. > Sustainability is an obvious three-way street; Could increased customer demand speed up the journey? Profitability Responsibility Innovation Business Government Policy Law Taxes © 2013 GreenShorts Inc. All Rights Reserved. www.greenshortsresearch.com Consumers Demanding Cynics Purchasing power 3
    4. 4. > How do we have meaningful conversations with consumers that may actually change their behaviour? © 2013 GreenShorts Inc. All Rights Reserved. www.greenshortsresearch.com 4
    5. 5. Uncover their … EXPECTATIONS EXPECTATIONS EXPECTATIONS EXPECTATIONS EXPECTATIONS © 2013 GreenShorts Inc. All Rights Reserved. www.greenshortsresearch.com 5
    6. 6. > Easier said then done. Consumers are difficult to understand, especially where “GREEN” is involved. Moral Dimension Religion, Exercise, Eating Healthy Attitude – Behavior gap Say vs. Do Inconsistent behavior Energy saving light bulbs and open windows in the winter © 2013 GreenShorts Inc. All Rights Reserved. www.greenshortsresearch.com 6
    7. 7. © 2013 GreenShorts Inc. All Rights Reserved. www.greenshortsresearch.com 7
    8. 8. > Understanding how to talk to consumers requires balance Quantitative Ethnography Social Media © 2013 GreenShorts Inc. All Rights Reserved. www.greenshortsresearch.com 8
    9. 9. By observing and listening to people we are able to better understand how they think and why they make decisions. © 2013 GreenShorts Inc. All Rights Reserved. www.greenshortsresearch.com 9
    10. 10. > But how do we explain smart choices when the reasons could be complicated? © 2013 GreenShorts Inc. All Rights Reserved. www.greenshortsresearch.com 10
    11. 11. > We could try to segment the universe and assume “greener customers” will understand us © 2013 GreenShorts Inc. All Rights Reserved. www.greenshortsresearch.com 11
    12. 12. Sorry, segmenting us is not a good use of time © 2013 GreenShorts Inc. All Rights Reserved. www.greenshortsresearch.com 12
    13. 13. Green is the new Pink [?] Nope, not really … > Shades of green from light to dark > Attitudes towards green from leader to cynic > Percentage of the population that do and don’t buy green > … the list goes on… Most segmentations describes or refers to some level of linear or progression. Frankly, eco-consumerism is far more random and thus we can’t assume certain consumers will have a larger eco-vocabulary then other. © 2013 GreenShorts Inc. All Rights Reserved. www.greenshortsresearch.com 13
    14. 14. © 2013 GreenShorts Inc. All Rights Reserved. www.greenshortsresearch.com 14
    15. 15. > One thing we found that ties us all together Recycle Recycled Recycling Recyclable Upcycle © 2013 GreenShorts Inc. All Rights Reserved. www.greenshortsresearch.com 15
    16. 16. Recycling in Advertising © 2013 GreenShorts Inc. All Rights Reserved. www.greenshortsresearch.com 16
    17. 17. Bottles © 2013 GreenShorts Inc. All Rights Reserved. www.greenshortsresearch.com 17
    18. 18. Exercise Plastic Bottles Heath Waste Greener Behavior Connections matter Eco decisions are not made in isolation and RECYCLING is a notion we all understand © 2013 GreenShorts Inc. All Rights Reserved. www.greenshortsresearch.com 18
    19. 19. Local Hero © 2013 GreenShorts Inc. All Rights Reserved. www.greenshortsresearch.com 19
    20. 20. > Rebranding a classified ad as an “environmental enabler” with the undertone of reuse Local hero who helped out a neighbor Ensures a new appliance wasn’t manufactured © 2013 GreenShorts Inc. All Rights Reserved. www.greenshortsresearch.com Planet thanked him. He can feel GOOD about it. 20
    21. 21. > Unique recycling insight put to use in a new brand campaign © 2013 GreenShorts Inc. All Rights Reserved. www.greenshortsresearch.com 21
    22. 22. Smallest Room © 2013 GreenShorts Inc. All Rights Reserved. www.greenshortsresearch.com 22
    23. 23. > What resonates most with you? What are your expectations from companies? © 2013 GreenShorts Inc. All Rights Reserved. www.greenshortsresearch.com 23
    24. 24. Packaging & Waste © 2013 GreenShorts Inc. All Rights Reserved. www.greenshortsresearch.com 24
    25. 25. > Innovative packaging. Does it make a difference? © 2013 GreenShorts Inc. All Rights Reserved. www.greenshortsresearch.com 25
    26. 26. > 33% lower carbon footprint then virgin plastics 60%+ reduction in fossil fuels © 2013 GreenShorts Inc. All Rights Reserved. www.greenshortsresearch.com 26
    27. 27. > What bothers you? What would you like to see changed? © 2013 GreenShorts Inc. All Rights Reserved. www.greenshortsresearch.com 27
    28. 28. Actionable & Timely Market Intelligence Thank You Thomas Accardo Co-Founder, GreenShorts Research thomas@greenshortsresearch.com © 2013 GreenShorts Inc. - All Rights Reserved - www.greenshortsresearch.com 28
    29. 29. > Recycling is part of Patagonia’s brand © 2013 GreenShorts Inc. All Rights Reserved. www.greenshortsresearch.com 29

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