Market Insights from Top Researchers, Part 1: Customer Attitudes and Behavior

Moderator: Jo Confino The Guardian @joconfino
Panelists from: GoodGuide, Shelton Group, Continuum, GlobeScan,
Fashion Revolution Day, Cone Communications, Buycott, ecoAmerica,
Culture2, WeHateToWaste.com
Market Insights from Top Researchers, Part
1: Customer Attitudes and Behavior
#SB14sd

Introducing...
A Community of Influencers and Brands
Co-Creating a ‘No-Waste Lifestyle’

What will it take to get all consumers
to live less wastefully?

What does a no-waste lifestyle
that consumers might actually
like to live look like?

What’s the next cloth shopping bag?

Where will the inspiration come from?

Highlights include:
•  Identified unmet need
for more innovative
take-out bag designs
•  New business models
for the restaurant
industry
“Restaurant Food Waste: Insight and
Opportunities”

Jacquie Ottman
(212) 879-4160
Info @ wehatetowaste [dot] com
WeHateToWaste is a registered trademark of J. Ottman Consulting, Inc.
Copyright © 2014 J. Ottman Consulting, Inc. All rights reserved.

A global community of
influential consumers and
brands with a mission:
To come together online
to co-create ways to live
a no-waste lifestyle —
a “crowd in the cloud”
Mission

MEETTHEASPIRATIONALS
SHIFTING SUSTAINABILITY FROM
OBLIGATION TO DESIRE
#aspirationals
TheAspirationals.com
MEETTHEASPIRATIONALS
Shi ing Sustainability
from Obligation to Desire

Sustainability has reached a tipping point for consumers
FROM OBLIGATIONTO DESIRE

TIME
EASE
OBLIGATION
UBIQUITY
DESIRE
NOVELTY
THE MOMENT OF OPPORTUNITY
BBMG + GlobeScan 2014

CHANGING EXPECTATIONS
Consumer perceptions are changing
FROMORTOAND &SUSTAINABILITY
Performance
Accessibility
Style
Price

ASPIRATIONALS SEGMENTATION
Social and Environmental Values
Materialism

ASPIRATIONALS:BYTHE NUMBERS

ASPIRATIONALS GLOBAL PRESENCE

ASPIRATIONALS INTHEAMERICAS

Total Respondents 58%
Aspirationals 95%
Practicals 78%
Advocates 33%
Indifferents 18%
HAPPY SHOPPERS
95%
Shopping for new things excites me

Aspirationals 96%
Practicals 82%
Advocates 30%
Indifferents 10%
STYLEAND STATUS SEEKERS
96%
I want to stand out by the way I look, my style

I believe we need to consume less to preserve
the environment for future generations
RESPONSIBLE CONSUMERS
Aspirationals 95%
Practicals 47%
Advocates 92%
Indifferents 46%
95%

INFLUENCERS
I encourage others to buy from socially and
environmentally responsible companies
Aspirationals 90%
Practicals 42%
Advocates 90%
Indifferents 16%
90%

TRUST BY INDUSTRY SECTORS
Aspirationals vs Others, Global Average

WHYASPIRATIONALS?
A FORCE FOR CHANGE
+ Culture
+ Materialism
+ Sustainability
MATERIALISM
SUSTAINABLE
VALUES
CULTURAL
INFLUENCE

THE OPPORTUNITY:
RETHINKING CONSUMPTION
LOVETO
SHOP
CONSUME
LESS
HAPPINESS
BEYOND
STUFF
+ +

INSPIRING ENGAGEMENT &ACTION
1. Manifesto: Give them something to believe in
2. Badge: Give them a community to belong to
3. Megaphone: Amplify their voice and creativity
4. Currency: Give them share-worthy status
5. Rally: Give them a platform for impact

ERICWHAN
GlobeScan
eric.whan@GlobeScan.com
#aspirationals
TheAspirationals.com
THANKS!

© 2014 Continuum LLC 1
DESIGNING FOR GEN Y
Underleveaged Oppotunities for Sustainability

Continuum is a global design and innovation consultancy.
Our research is done as pat of eﬀots to come up with new ideas for products and
sevices that will improve people’s lives and grow businesses.
Continuum
INTRODUCTION

what’s good
for the
environment
My job is to ﬁnd these overlaps.
Because the best sustainable ideas are the ones that people will choose.
Continuum & Sustainability
INTRODUCTION
what
people
want
sustainable products and
sevices people will choose

There is a large overlap for Gen Y.
Regardless of how they see themselves, Gen Y’s values align with sustainability.
Geneation Y
INTRODUCTION
GEN Y (or Millennials) are the
geneation born between 1980
and the early 2000’s.
According to Pew Research Gen Y is the LEAST
likely to call themselves “Environmentalists”.
*Source: www.pewsocialtrends.org/2014/03/07/millennials-in-adulthood/

Gen Y’s Context
$$$
Gen Y has less but expects more.
•  Lower incomes than previous geneations
•  Less in savings than previous geneations
•  Gaduated and stated looking for jobs
during a recession
•  Less job security
•  High student debt
Still…they are optimistic!
According to PEW research 53% say they will
earn enough to live the kind of life they
want to live, in the future*.
♯
They are enabled by technology.
•  Grew up with technology
•  Use technology on a regular basis
Their phone is their most impotant
possession.
Zipcar research found that 39% of 18-34 year
olds felt that losing their mobile phone
would have the greatest negative impact on
their daily routines.** They were the only
geneation to choose their phone over their
car.
* Source: http://www.pewsocialtrends.org/2014/03/07/millennials-in-adulthood ** Source: http://www.slideshare.net/Zipcar_PR/millennials-2013-slide-share

Experiences over ownership

•  Opting out of car ownership in favor of public tanspotation, Zipcar and Uber
•  In 1985 adults age 21-34 purchased 38% of new vehicles sold in the US*
•  In 2012 the same age group purchased only 27% of new vehicles sold in the US*
•  Accessing, instead of owning , books, movies, and music
•  Collecting stories instead of status items
*Source: CNW Research via http://www.theatlantic.com/business/archive/2012/03/why-dont-young-americans-buy-cars/255001/

Jeremy, Eric
Investing in quality
GEN Y & SUSTAINABILITY
“I went through an IKEA phase after
college, with the cheap bureaus and
tables. Now I’m ready to buy higher quality
things. And actually that’s more sustainable
- higher quality products last longer, and so
I purchase fewer of them.” - Jeremy

GEN Y & SUSTAINABILITY
“I went through an IKEA phase after college. Now I’m ready to buy higher quaity things.
And actually that’s more sustainable - higher quaity products last longer, and so I
purchase fewer of them.”
“I just bought a Toyota Tacoma, which I know isn’t the greenest car because of gas
mileage. But I expect it to last me ten years. So if I buy a higher quaity product, it’s going
to last longer. I don’t have to replace it, and that’s being sustainable.”
“If you buy cheap, you buy twice.”
•  Willing to invest in the things they need, so they will last (12% disagree that
they should pay more for higher quality items*)
•  Like to feel prepared and self-suﬃcient (knowing how to repair, maker culture)
Jeremy, Eric
*Source: http://www.millennialinc.com

Seeking authenticity

“Most corpoations that say they’re green just aren’t. I just don’t beieve them. For me,
eveyone is so eager to declare themselves green. If you’re not green just don’t say you’re
green.”
•  Have grown up being able to find anything on the internet
•  Want to know who and what they are investing in – and are willing and able to
do the work to find out
•  Looking for a sense of connection - knowing where things come from is a way of
achieving that connection
Seeking authenticity
www.takeitoffsite.com

Belief in the power of the group

•  Gen Y is more aware of environmental issues and the challenge sometimes feels
ovewhelming, but they have also seen the power their social networks have to
make a diﬀerence
•  Text to Haiti
•  SOPA
•  Twitter campaigns
•  They trust each other more than they trust companies
•  48% say word-of-mouth inluences their product purchases more than TV ads*
Belief in the power of the group
*Source: http://www.millennialinc.com

And are willing to put in the work.
Impeative to do right, right now

And are willing to put in the work.
•  Experiencing severe weather conditions and seeing them as proof that climate
change is happening now (Hurricane Sandy)
•  Social networks are bringing them evidence of effects around the world, not just
in their backyard (air quality in China)
•  Worrying about the impact on their lives – not an abstract impact on future generations
Impeative to do right, right now

This is our chance!
THE OPPORTUNITY
•  Deliver experiences. (Forget about the thing.)
•  Provide solutions for the long-term and
let GEN Y to repair, maintain, and modify them.
•  Go ahead and ask them to share the work
just be sure to show them why the group
result is woth it.
•  Do something diﬀerent – they’ll be willing
to ty it they’ll spread the word for you if
you are for real.
•  Don’t ty to sell them sustainability. Sell them
quality, authenticity, experiences, stories, the
ability to be pat of something… let them call it
whatever they want.
GEN Y is giving us permission to do things diﬀerently.

For more information, contact:
Kristin Heist
Principal & Sustainability Community Lead
kheist@continuuminnovation.com
+1.617.928.9551 PHONE
Continuum
1220 Washington Street
West Newton, MA 02465

RESEARCH WORKSHOP

AMERICAN CLIMATEVALUES 2014
Sustainable Brands • June 2, 2014

!
How can we be more effective
engagement in climate and
sustainability solutions?
If climate change is so obvious
and important, why don’t people
get it?

KEY DEMO FINDINGS
Consensus, Politics
6

• Political affiliation produces the largest differences

• Democrats more likely to recognize and report being
affected

• Independents now tend to align more closely with
Republicans

• Strong support for clean energy: 75% of Reps, 85% of Dems

• And, believe increasing it is effective in stopping climate
change

• Neither believe that free market incentives to reduce carbon
pollution will be effective.
POLITICS CLIMATE CHANGE
8
• Political affiliation produces the largest differences

• Democrats more likely to recognize and report being
affected

• Independents now tend to align more closely with
Republicans

• Strong support for clean energy: 75% of Reps, 85% of Dems

• And, believe increasing it is effective in stopping climate
change

• Neither believe that free market incentives to reduce carbon
pollution will be effective.

PSYCHOGRAPHIC FINDINGS
Core Motivations,Abilities, and Addressable Audiences
10

VALS FRAMEWORK OVERVIEW
Using a proprietary algorithm,VALS places
individuals into eight primary segments based
on two dimensions:

!
1. PRIMARY MOTIVATION: strongly contrast
consumers

• Ideals

• Achievement

• Self Expression

!
2. RESOURCES: amplify or constrain expression
motivations in the marketplace

• Self Confidence

• Innovation Curiosity

• Health Energy

• Age, Income Education
11

WHY ?
• CONNECTS WITH OTHERVALUES: Broad context.

• EXPLAINS WHY: psychological motivations that drive attitudes
and behaviors.

• DESCRIBES PEOPLE: Rich consumer profiles.

• TARGETED MESSAGING: Focused by psychological types

• LINKED TO OTHER BEHAVIORS: national, local and
proprietary studies that include over 35,000 consumer behaviors
including product, media, attitudes, interests, and activities.

• YOU CAN LOCATE THEM: ZIP codes and block groups.

• DESIGNED FOR RESULTS: awareness, attitudes, behaviors
12

13
!
Private,
Moderate
Aspirational,
Hardworking
Physical
Assertive, Impulsive,
Energetic, Irreverent,
Physical
!
Practical
Hands On,
Independent,
Self-Reliant
!
Confident
Informed
Responsible
Traditional
Slow to change
!
Careful,
Literal,
Passive,
Neighborly
Complex,
Involved,
Proactive,
Sophisticated,
Successful

14
Parks playgrounds
State historical park
Global concerns
Excitement outdoors
Hunting habitat
Family fun outdoors

FINDING

–We rely on views from their trusted
tribes – family, pastor, political party leaders,
favoriteTV channels

–If their “tribes” don’t support climate
solutions, they won’t.

–Americans trust leaders in their daily
lives, and look to them for guidance

–Environmentalists not part of their tribe.

!
1.AMERICANS FOLLOW TRIBES,ARE AFRAID TO STRAY
15
IMPLICATIONS

• Form deep and lasting collaborations
with groups of leaders who connect with
Americans in their daily lives

• Empower them to speak and lead by
example in ways that support the needs
of their constituencies – personalize
climate, connect w/ solutions

• Tell “conversion” stories for authenticity,
and to bring others along

2. NOT READY TO ABANDON THE AMERICAN DREAM
17
FINDING

– Upwardly mobile, status-seeking
Americans strongly reject sacrifice or
doing with “less”

– These ‘keep up with the Jones” types
represent the core of American
consumers – advertiser targets

– They work hard and seek better
homes, cars, education and “things.”

– They have “earned” the right not to
be denied what others have
IMPLICATIONS

• Messages like “The Story of Stuff” do not
resonate with most Americans

• Don’t emphasize changes and new. They
are afraid of change and don’t want rules
changed/goal posts moved.

• Need extrinsic motivation: emphasize
rewards for good and avoiding bad

• They are followers. Need to show
success and being part of the group

3. MY FAMILY FIRST
18
FINDING

– Achievement oriented Americans
have a strong “me-and-my-family-first”
orientation

– Other groups hold these values, too

– Climate action currently conflicts
with their values

!
!
!
!
IMPLICATIONS

• These Americans are a key solutions
audience – they vote and influence the
rest of middle America

• Promote benefits:“smart”, responsible,
and protect children/family

• Empower these women with quick facts
and tips they can send via social media
(incl. voting reminders)

• Provide extrinsic motivation– rewards,
success stories, leadership, workplace
programs

4. COMPETING PRIORITIES
19
FINDING

– Climate change not a top priority for
any American

– Family, health, jobs, community, faith all
exert priority pressure

– Struggling with jobs, kids, aging
parents, financial pressures, facets of
daily life.

– Their focus is on immediate or near
future value.
IMPLICATIONS

• Start with their values: Acknowledge
their personal priorities

• Incorporate their needs into climate
solutions.

• Demonstrate how solutions can provide
tangible and immediate benefits

TOUGHVS.TENDER
21
FINDING

– Americans need bold solutions to
motivate bold action.

– Positive attitudes on the climate
(wind/solar) are passive and don’t
require immediate action.

– Sacrifice, reduce and “must do” are
passive and perceived as weak.

– Anti-green attitudes (drill, burn) are
masculine and action-oriented.
IMPLICATIONS

• Climate solutions should be framed by
big, bold and action.

• New technology can solve climate
without big sacrifice.

• We can solve it only through action!

• Conservationists vs. Environmentalists

6. PREPAREDNESS CAN MOTIVATE CLIMATE ACTION  

for traditional Americans
22

PREPAREDNESS CAN MOTIVATE CLIMATE ACTION  

for Americans holding traditional values
23
FINDING

– Local preparedness resonates with
white-collar information workers and
others who have not yet engaged on
climate.

– These Americans include many nurses,
lawyers, public administers, higher
education faculty

– Preparing is politically neutral and
evokes personal responsibility

!
IMPLICATIONS

• Preparedness taps into sensible and
practical action, now

• Preparedness can include actions and
policies that help prevent climate
change (mitigation)

• This audience enjoys information – will
support efforts to educate citizens

• Will support and engage in preparing
healthcare providers and the public to
deal with climate change effects

!
!

SUMMARY RECOMMENDATIONS
• Focus on people vs. technology, policy, planet, bring them into
the fold (don’t belittle or preach)

• Engage groups, and empower local leaders to lead

• Understand and incorporate everyday concerns

• Emphasize solutions, benefits and success

• Deliver and position solutions as bold and effective

• Emphasize relevant reality, use “science” sparingly

• Make pragmatic appeals, such as being prepared, regaining
control, independence, and security

• Reinforce climate-health and climate weather

• Avoid connecting solutions with “new” or “change” – instead
focus on personal benefit, family values
24
• Focus on people vs. technology, policy, planet, bring them
into the fold (don’t belittle or preach)

• Engage groups, and empower local leaders to lead

• Understand and incorporate everyday concerns

• Emphasize solutions, benefits and success

• Deliver and position solutions as bold and effective

• Emphasize relevant reality, use “science” sparingly

• Make pragmatic appeals, such as being prepared, regaining
control, independence, and security

• Reinforce climate-health and climate weather

• Avoid connecting solutions with “new” or “change” –
instead focus on personal benefit, family values

25
FAITH HIGHER EDUCATION
COMMUNITIES HEALTH
BUSINESS

THANKYOU!
26
download the ACV 2014 report, recommendations, and webinar at:
ecoAmerica.org Research ACV2014

click:
www.conecomm.com/research
tweet:
@Cone
like:
www.facebook.com/conecomm
THE CHANGING !
GROCERY AISLE
Insights and Implications from
the 2014 Cone Communications
Food Issues Trend Tracker
1

© 2014 Cone Communications.
2
KEY TAKEAWAYS
IT HAS TO TASTE GOOD
While Americans are seeking out more sustainable
food options, they also prioritize family happiness
above all else
!
FOOD SAFETY FODDER
As food safety issues continue to make headlines,
consumers are becoming ever-more critical of what’s
in their food
!
GRAPPLING WITH GMOS
Consumers are confused about what GMOs are and
whether they are good or bad for them
!
MARKET NUANCES
Not all grocery shoppers prioritize the same issues or
buy for the same reasons. Understand your audience
when marketing to demographics
2

3
ABOUT THE RESEARCH
• Online survey conducted February 3-6, 2014 by ORC International
!
• 1,003 American adults (500 men and 503 women ages 18+)
!
• ± 3% margin of error at a 95% level of confidence (the margin of error for
multicultural segments is slightly higher)
!
• Some figures may not add up to 100% due to rounding
3

4
HEALTH, HAPPINESS AND
SUSTAINABILITY ON
GROCERY LISTS
Americans prioritize family
satisfaction over health and
sustainability, but still consider a
variety of issues as important
4

5
FAMILY SATISFACTION REIGNS SUPREME
AMERICANS PRIORITIZE FAMILY SATISFACTION, BUT MORE THAN 3/4 OF AMERICANS
SEE HEALTH AND SUSTAINABILITY AS IMPORTANT
TASTE TOPS THE LIST!
When asked to select just one priority, over
half of Americans said family satisfaction
topped the list when food shopping

6
FOOD SAFETY AND NUTRITION TOP PRIORITIES
TWO-THIRDS OF AMERICANS PRIORITIZE A VARIETY OF ISSUES WHEN DECIDING
WHICH ITEMS MAKE IT INTO THE GROCERY SHOPPING CART

7
SUSTAINABILITY,
LOCAL AND GMOS
Americans are shopping with
sustainability, local and non-GMO in
mind, but are driven to purchase for
different reasons
7

8
DUAL SUSTAINABILITY MOTIVATIONS
AMERICANS ARE JUST AS MOTIVATED BY A DESIRE TO HELP THE WORLD AS THEY ARE
BY MORE SELF-SERVING REASONS
CLARITY FROM COMPANIES!
Nearly 74% of consumers want companies
to do a better job explaining how
purchases impact the environment

9
SUPPORTING COMMUNITIES THROUGH LOCAL
89% OF AMERICANS CONSIDER WHERE A PRODUCT IS PRODUCED WHEN MAKING
FOOD PURCHASES
PRICE AND VARIETY!
66% of Americans said they’d pay more to
eat local while nearly half (46%) would
sacrifice variety

10
CONSUMERS LOOK TO NON-GMO
60% OF AMERICANS LOOK FOR NON-GMO PRODUCTS WHEN MAKING FOOD SHOPPING
DECISIONS
CONFUSION PERSISTS!
55% of Americans said they don’t know
whether GMOs are good or bad for them
and 84% want companies to disclose
GMO information

11
INFORMATION AND
INFLUENCERS
As Americans navigate the changing
shopping aisle, they look to other
sources to verify their purchasing
decisions
11

12
FAMILY AND FRIENDS: KEY FOOD INFLUENCERS
CONSUMERS LOOK TO THOSE CLOSEST TO THEM FOR HELP MAKING DEICISIONS
WHEN PURCHASING FOOD
OTHER INFLUENCERS !
Americans consider companies and
healthcare providers to be equally
influential

13
ACCESSING INFO THROUGHOUT THE DAY
AMERICANS ARE ACCESSING INFORMATION RANDOMLY DURING THE DAY, RATHER
THAN BEFORE A SHOPPING TRIP
RECIPES AND COUPONS RULE!
Consumers are most likely to go online to
find recipes (39%) or download coupons
(37%)

14
THOUGHTFUL EATERS:
WOMEN AND MILLENNIALS
Women and Millennials have unique
drivers and concerns when it comes to
food purchases

15
WOMEN SHOP WITH ENVIRONMENT IN MIND
WHILE BOTH MEN AND WOMEN ARE SHOPPING FOR LOCAL AND SUSTAINABLE
OPTIONS, WOMEN ARE MORE LIKELY TO DO SO FOR SELFLESS REASONS
When it comes to food purchases, women are:!
• More likely to consider sustainability because they want to
do their part to protect the environment (50% vs. 36% of
men)!
• More likely to pay more (73% vs. 60% of men) and
sacrifice variety to eat local (52% vs. 38% of men)

16
MILLENNIALS PRIORITIZE DIFFERENT ISSUES
MILLENNIALS, AGES 18-24, HAVE A SOMEWHAT DIFFERENT TAKE ON THE MOST
IMPORTANT HEALTH AND SUSTAINABILITY FOOD ISSUES
Beyond food safety and nutrition, Millennials prioritize:
• 72% protect and renew natural resources (vs. 65% U.S.
average)!
• 66% organic (vs. 52% U.S. average)!
• 66% supports a social issue and/or charity (vs. 49%
U.S. average)!
• 61% locally produced (vs. 74% U.S. average)

17
WHAT COMPANIES
CAN DO
Understanding consumer concerns
and priorities can help companies
frame the conversation and build
stronger relationships with today’s
shoppers

18
IMPACT AND MOTIVATIONS
COMMUNICATE IMPACT
Show how individuals can have a positive
impact through purchases, but also how efforts
are laddering up to broader change
!
APPEAL TO DUAL INTERESTS
Clearly demonstrate the impact consumers’
purchases are having on the environment, while
reinforcing health, taste and quality attributes

19
INFORMATION AND NUANCES
BE A RESOURCE
Companies have consumer approval to be
trusted resources – be transparent and
approachable in providing information
!
UNDERSTAND NICHE NUANCES
Different consumer segments are motivated to
purchase for diverse reasons – know your target
consumer and customize marketing messages
to them
!
HARNESS SOCIAL MEDIA
Go beyond on-pack messaging and canned
responses – use social media as a way to answer
consumer questions and interact in real time

click:
www.conecomm.com/research
tweet:
@Cone
like:
www.facebook.com/ConeComm
THANK YOU.
Anne Fajon!
Senior Account Supervisor!
afajon@conecomm.com!
@annefajon
www.conecomm.com/research!

!1
REIMAGINE
REDESIGN
REGENERATE

Market Insights from Top Researchers, Part 1: Customer Attitudes and Behavior

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Market Insights from Top Researchers, Part 1: Customer Attitudes and Behavior