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’

‘Junky Jacquie’

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?

‘Waste Haters

Brands

Empowerment

Culture

Influence

No-Waste Lifestyle

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”

A Crowd in the Cloud

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
BBMG + GlobeScan 2014

FUELED BYASPIRATIONALS

ASPIRATIONALS SEGMENTATION
Social and Environmental Values
Materialism
BBMG + GlobeScan 2014

ASPIRATIONALS:BYTHE NUMBERS
BBMG + GlobeScan 2014

ASPIRATIONALS GLOBAL PRESENCE
BBMG + GlobeScan 2014

ASPIRATIONALS INTHEAMERICAS
BBMG + GlobeScan 2014

Total Respondents 58%
Aspirationals 95%
Practicals 78%
Advocates 33%
Indifferents 18%
HAPPY SHOPPERS
95%
Shopping for new things excites me
BBMG + GlobeScan 2014

Total Respondents 58%
Aspirationals 96%
Practicals 82%
Advocates 30%
Indifferents 10%
STYLEAND STATUS SEEKERS
96%
I want to stand out by the way I look, my style
BBMG + GlobeScan 2014

I believe we need to consume less to preserve
the environment for future generations
RESPONSIBLE CONSUMERS
Total Respondents 75%
Aspirationals 95%
Practicals 47%
Advocates 92%
Indifferents 46%
95%
BBMG + GlobeScan 2014

INFLUENCERS
I encourage others to buy from socially and
environmentally responsible companies
Total Respondents 66%
Aspirationals 90%
Practicals 42%
Advocates 90%
Indifferents 16%
90%
BBMG + GlobeScan 2014

BBMG + GlobeScan 2014

TRUST BY INDUSTRY SECTORS
Aspirationals vs Others, Global Average
BBMG + GlobeScan 2014

THETAKEAWAYS

WHYASPIRATIONALS?
A FORCE FOR CHANGE
+ Culture
+ Materialism
+ Sustainability
MATERIALISM
SUSTAINABLE
VALUES
CULTURAL
INFLUENCE
BBMG + GlobeScan 2014

THE OPPORTUNITY:
RETHINKING CONSUMPTION
LOVETO
SHOP
CONSUME
LESS
HAPPINESS
BEYOND
STUFF
+ +
BBMG + GlobeScan 2014

INSPIRING ENGAGEMENT &ACTION
BBMG + GlobeScan 2014
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

© 2014 Continuum LLC 2
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

© 2014 Continuum LLC 3
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

© 2014 Continuum LLC 4
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/

© 2014 Continuum LLC 5
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

© 2014 Continuum LLC 6
Experiences over ownership
© 2014 Continuum LLC 6

© 2014 Continuum LLC 7
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
Experiences over ownership
*Source: CNW Research via http://www.theatlantic.com/business/archive/2012/03/why-dont-young-americans-buy-cars/255001/
© 2014 Continuum LLC 7

© 2014 Continuum LLC 8
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
Investing in quality
© 2014 Continuum LLC 8

© 2014 Continuum LLC 9
Investing in quality
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
Investing in quality
*Source: http://www.millennialinc.com
© 2014 Continuum LLC 9

© 2014 Continuum LLC 10
Seeking authenticity
© 2014 Continuum LLC 10

© 2014 Continuum LLC 11
“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
© 2014 Continuum LLC 11

© 2014 Continuum LLC 12
Belief in the power of the group
© 2014 Continuum LLC 12

© 2014 Continuum LLC 13
• 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
© 2014 Continuum LLC 13
*Source: http://www.millennialinc.com

© 2014 Continuum LLC 14
And are willing to put in the work.
Impeative to do right, right now
© 2014 Continuum LLC 14

© 2014 Continuum LLC 15
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
© 2014 Continuum LLC 15

© 2014 Continuum LLC 16
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.

© 2014 Continuum LLC 17
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?

Making
Climate
Relevant

ACV2014 PARTNERS