Mainstream Green: Moving Sustainability from Niche to Normal
•
1 gefällt mir•225 views
The document summarizes the findings of a study on closing the "green gap" between environmental beliefs and behaviors. The study found that most Americans are open to sustainable living but face barriers like higher costs, social stigma, and complexity. To mainstream sustainability, the study recommends making it a normal part of everyday life, eliminating price premiums, using incentives and disincentives, continuing product innovation, and appealing to self-interest over altruism. The presentation concludes that mainstream marketing can drive mainstream adoption of sustainable behaviors.
Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (10)
Andere mochten auch
Andere mochten auch (7)
Mehr von Sustainable Brands
Mehr von Sustainable Brands (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
Mainstream Green: Moving Sustainability from Niche to Normal
- 1. Mainstream Green Moving sustainability from niche to normal Freya Williams and Graceann Benne: Ogilvy earth
- 2. Mainstream Green Moving sustainability from niche to normal Graceann Bennett & Freya Williams Thursday, June 2, 2011
- 3. Agenda Study Genesis & Methodology Selected Insights Selected Implications Panel Discussion Q&A* Thursday, June 2, 2011
- 4. Study Genesis & Methodology Thursday, June 2, 2011
- 5. Genesis for our Study Lots of research on evidence that the Green Gap exists, but no real insight on how to close it U.S. and China are the two largest consuming countries on planet earth Thursday, June 2, 2011
- 6. What we set out to learn Who’s green and who’s not? What separates the doers from the mere believers and skeptics? Why does the gap exist? What are the secrets of closing the gap? What does this mean for all of us trying to close the gap? Thursday, June 2, 2011
- 7. Here’s how we did it Expert Ethnographic Quantitative Interviews Research Research Thursday, June 2, 2011
- 8. Selected Insights: U.S. Study Thursday, June 2, 2011
- 9. The massive Middle Green Super Greens % Followers Upper Middle Greens Mainstream consumers Middle Greens Believe in living sustainably Lower Middle Greens Do a few green actions Green Rejectors Thursday, June 2, 2011
- 10. Paradise Lost It Isn’t Easy Being Green Generation Part of S the Club The Costs of Green Guilt Offsets Green Is the New The Pleasure Eco-suspicion Pink Principle & Eco-confusion Thursday, June 2, 2011
- 11. “I feel guilty ... … giving up on natural cleaning supplies because I’m selfish and more health-driven than environmental.” … because I don’t embrace technology as much as the regular person so I go through way more paper than most. No Kindle for this girl.” Thursday, June 2, 2011
- 12. The costs of green Social Financial Functional Practical Vital Thursday, June 2, 2011
- 13. It isn’t easy being green “We’ll have some mud for you at the barbeque!” Thursday, June 2, 2011
- 14. It isn’t easy being green Thursday, June 2, 2011
- 15. Half of Americans think green products are targeted to: Rich elitist snobs Crunchy granola hippies Thursday, June 2, 2011
- 16. Gendering green: is green more masculine or feminine? 82% responded feminine responded masculine Thursday, June 2, 2011
- 17. Michael from New Jersey “Feels girly” carrying around a canvas bag. Thursday, June 2, 2011
- 18. So, green really is the new pink Thursday, June 2, 2011
- 19. The No. 1 barrier holding Americans back from green products is money price premium $. $. price premium $. $. price premium price premium price premium price premium Thursday, June 2, 2011
- 20. Why are we taxing sustainability? Thursday, June 2, 2011
- 21. 73% of American opt for known mainstream brands vs 73% of Americans would rather purchase an environmentally responsible product line of a mainstream brand that they are familiar with (such as Clorox’s Greenworks) than purchase the product from a company who specializes in being green and environmentally responsible (such as Seventh Generation). Thursday, June 2, 2011
- 22. Eco-suspicion and Eco-confusion abound Thursday, June 2, 2011
- 23. Eco-Suspicion Thursday, June 2, 2011
- 24. Would you rather … Save the Cure cancer 70% 30% environment U.S. Thursday, June 2, 2011
- 25. Would you rather … Cure cancer 22% 78% Save the environment China Thursday, June 2, 2011
- 26. Thursday, June 2, 2011
- 27. Taking a page out of the cancer marketing playbook Personal “One out of every two men and one out of every three women will be diagnosed with cancer in their lifetime.” Plausible “We’ve cured other diseases before, why not cancer?” Positive Thursday, June 2, 2011
- 28. 11 ways we propose on closing the gap Make it normal Make it personal Create better defaults Eliminate the sustainability tax Bribe shamelessly Punish wisely Don’t stop innovating Lose the crunch Turn eco-friendly into male ego-friendly Make it tangible and easy to navigate Tap into hedonism over altruism Thursday, June 2, 2011
- 29. No. 1 Make it normal — normal is sustainable Thursday, June 2, 2011
- 30. Triggers energy savings in 80% of targeted households Thursday, June 2, 2011
- 31. No. 4 Eliminate the sustainability tax Thursday, June 2, 2011
- 32. Stop taxing virtuous behavior $ = $ First mover advantage is open Thursday, June 2, 2011
- 33. No. 5 Bribe shamelessly Thursday, June 2, 2011
- 34. Cash, kudos, and treats Thursday, June 2, 2011
- 35. Thursday, June 2, 2011
- 36. No. 6 Punish Wisely Thursday, June 2, 2011
- 37. Thursday, June 2, 2011
- 38. No. 7 Don’t stop innovating. Thursday, June 2, 2011
- 39. Make better stuff Levi’s Waterless Denim Reduces water usage Saves 500 billion liters of water in by up to 96% per pair Asia and South Africa every year China U.S. Thursday, June 2, 2011
- 40. No. 8 Lose the crunch Thursday, June 2, 2011
- 41. Just because the product is green doesn’t mean it should be packaged in burlap Thursday, June 2, 2011
- 42. vs Thursday, June 2, 2011
- 43. Psssst, we’re sustainable.... Thursday, June 2, 2011
- 44. No. 9 Turn eco-friendly into male ego-friendly Thursday, June 2, 2011
- 45. Testosterone not tree-hugging vs Thursday, June 2, 2011
- 46. No. 11 Tap into hedonism over altruism Thursday, June 2, 2011
- 47. Thursday, June 2, 2011
- 48. Closing our presentation (and the Green Gap) Thursday, June 2, 2011
- 49. A lot of green marketing has gotten it all wrong. Thursday, June 2, 2011
- 50. Thursday, June 2, 2011
- 51. There is an assumption that action will follow awareness and motivation Thursday, June 2, 2011
- 52. Embrace the middle Super Greens Upper Middle Greens Lower Middle Greens Green Rejectors % % % % The masses are the key to massive change Thursday, June 2, 2011
- 53. Don’t forget human nature We all just want to belong Thursday, June 2, 2011
- 54. We know how to do this Thursday, June 2, 2011
- 55. Mainstream marketing drives mainstream behavior vs Niche Normal Thursday, June 2, 2011
- 56. Normal is sustainable Thursday, June 2, 2011
- 57. Download a copy of our report Find out more at www.ogilvyearth.com/thoughtleadership freya.williams@ogilvy.com graceann.bennett@ogilvy.com twitter: graceann or freya1 Thursday, June 2, 2011
- 58. Panel Discussion Mitch Faigan, Citizen Brand/Kimberly Clark Abigail Rodgers , Coca-Cola Ian Yolles, Recycle Bank Thursday, June 2, 2011
- 59. Questions? Thursday, June 2, 2011