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.

1. The Lexicon of Recycling
October 27, 2013
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Actionable & Timely Market Intelligence
GreenShorts Research

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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?
This Morning
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Business
Government
Consumers
Sustainability is an obvious three-way street;
Could increased customer demand speed up the journey?
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Policy
Law
Taxes Demanding
Cynics
Purchasing power
Profitability
Responsibility
Innovation

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How do we have meaningful conversations with
consumers that may actually change their behaviour?
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Uncover their …
EXPECTATIONS
EXPECTATIONS
EXPECTATIONS
EXPECTATIONS
EXPECTATIONS

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Easier said then done. Consumers are difficult to
understand, especially where “GREEN” is involved.
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Moral Dimension
Religion, Exercise, Eating Healthy
Attitude – Behavior gap
Say vs. Do
Inconsistent behavior
Energy saving light bulbs and open windows in the winter

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Ethnography
Understanding how to talk to consumers requires balance
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Quantitative
Social Media

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By observing and listening to people we are able
to better understand how they think and why they make decisions.

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But how do we explain smart choices when the reasons
could be complicated?
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We could try to segment the universe and assume “greener
customers” will understand us
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Sorry, segmenting us
is not a good use of time

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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.

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One thing we found that ties us all together
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Recycle
Recycled
Recycling
Recyclable
Upcycle

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Recycling
in Advertising

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Bottles

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Connections matter
Eco decisions are not made in isolation and RECYCLING is a notion we all understand
Greener
Behavior
Exercise
Plastic
Bottles
Waste

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Local Hero

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Local hero who helped
out a neighbor
Planet thanked him.
He can feel GOOD about it.
Rebranding a classified ad as an “environmental enabler”
with the undertone of reuse
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Ensures a new
appliance wasn’t
manufactured

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Unique recycling insight put to use in a new brand campaign
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Smallest Room

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What resonates most with you?
What are your expectations from companies?
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Packaging
& Waste

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Innovative packaging. Does it make a difference?
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33% lower carbon footprint then virgin plastics
60%+ reduction in fossil fuels
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What bothers you?
What would you like to see changed?
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28. Thank You
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Actionable & Timely Market Intelligence
Thomas Accardo
Co-Founder, GreenShorts Research
thomas@greenshortsresearch.com

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Recycling is part of Patagonia’s brand
>