1 / 61

2010: Rising Discontent

2010: Rising Discontent. What is Green Gauge?. About This Report. This report is a roadmap for understanding how to interpret and act on the environmental sensibilities of Americans based on prevailing attitudes and behaviors.

walden
Download Presentation

2010: Rising Discontent

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. 2010: Rising Discontent

  2. What is Green Gauge?

  3. About This Report This report is a roadmap for understanding how to interpret and act on the environmental sensibilities of Americans based on prevailing attitudes and behaviors. In this years report, we provide 5 current trends that organizations need to understand. In addition, we provide 4 emerging trends that organizations should start planning for and acting on now. Methodology This nationwide study was conducted using the GfK online consumer panel with adults aged 18 years of age or older. The study was fielded May 27, 2010 to June 21, 2010

  4. Green Gauge US 2010 Green Gauge Segmentation – Greenest Segments Show Decline %, total online population Most likely to think and act green -2 pts -2 pts Pro-green attitudes, behaviors moderate -3 -3 Green not a priority – focus on easy behaviors +1 Want and need the tools to be more green 0 Environment is important, but shouldn’t get in the way of business +2 Least green in thought and action +2

  5. Green Gauge US 2010 Interpreting the Green Gauge Segmentation Results • Based on this year’s segmentation results, the country’s overall eco-consciousness has degraded slightly. This is because of: • Decreased support for climate change • Increased criticism of green products

  6. Table of Contents 1 5 Current Trends 2 4 Emerging Trends 3 Summary of Implications

  7. 2010: 5 Current Trends What is happening right now • Fix the Products • Efficacy, cost, and standards • Prioritizing the Environment • Personal values, the economy, product considerations • Empowerment through the Environment • Self-directed consumers, increasing knowledge/savvy, let consumers lead • Motivations beyond pragmatism and altruism • Chic, badge of honor, guilt, feeling good by doing good • Connection Points • Social media, WOM, Government, and labels can ‘supercharge’ green

  8. 2010: 5 Current Trends What is happening right now • Fix the Products • Efficacy, cost, and standards • Prioritizing the Environment • Personal values, the economy, product considerations • Empowerment through the Environment • Self-directed consumers, increasing knowledge/savvy, let consumers lead • Motivations beyond pragmatism and altruism • Chic, badge of honor, guilt, feeling good by doing good • Connection Points • Social media, WOM, Government, and Labels can ‘supercharge’ green

  9. Fix the Products Strategy 1: Fix the ProductsFocus on Efficacy, Cost, and Standards 1 Efficacy – products need to work just as well as “non-green” alternatives. 2 Cost – Prices are certainly coming down, but more Americans are saying that sustainable products are too costly. 3 Standards and Credibility – A deluge of product claims have confused Americans.

  10. Fix the Products Increasing Dissatisfaction with Green Products Feelings towards environmentally friendly products (%, total online population, total agree)… Green Gauge 2010 Q30

  11. Fix the Products Dissatisfaction Helps Explain the Drop in Purchasing %, total online population Segments see decline in past 2 month purchasing as well Genuine Greens down 7 pts to 63% Not Me Greens down 8 pts to 41% Green Gauge 2010 Q22

  12. Fix the Products Setting Stricter Standards May Help 65% of the total online population say “the government should set higher standards for environmental labels on products” +28 pts for Genuine Greens "If you want green certification bad enough, you can get it," says Mr. Owsley, owner of Cleanpro USA LLC, a Scottsdale, Ariz., company that franchises carpet and upholstery cleaning businesses. "I joke and say, 'I could buy some of these companies a case of beer, and they'd give us a certification.' I'm very frustrated by that." “As Eco-Seals Proliferate So Do Doubts,” The Wall Street Journal, April 2, 2009 According to the website: ecolabelindex.org there are currently over 300 “ecolabels” in 207 countries and 50 industry sectors. This proliferation along with the many definitions of “green” has caused increasing consumer confusion. Green Gauge 2010 Q14

  13. 2010: 5 Current Trends What is happening right now • Fix the Products • Efficacy, cost, and standards • Prioritizing the Environment • Personal values, the economy, product considerations • Empowerment through the Environment • Self-directed consumers, increasing knowledge/savvy, let consumers lead • Motivations beyond pragmatism and altruism • Chic, badge of honor, guilt, feeling good by doing good • Connection Points • Social media, WOM, Government, and Labels can ‘supercharge’ green

  14. Priorities Prioritizing the Environment Give Thought to Where the Environment “Fits In” The Economy – Americans are generally more concerned about the state of the economy, then the state of the environment. 1 2 Personal Values – Americans’ top two personal values are Honesty and Protecting the Family. Organizations can use this knowledge to their advantage when addressing the environment. 3 Product Considerations – Different product categories have different levers.

  15. Priorities Economics vs. the Environment Increasingly on the Agenda First comes economic security, then we can worry about environmental problems (%, total online population, top 2 box) The key to changing sentiments is to let Americans know that sustainability and development are complementary. Even on the personal level – it is becoming somewhat cliché, but people, businesses, and organizations can save green by going green. Green Gauge 2010 Q14

  16. Priorities Americans Still Want Government Enforcement, But Intensity Decreases 70%of the total online populationagree we need to have stronger enforcement of current environmental regulations (down 3 pts from 2007) 30% agree “completely” (down 9 pts from 2007) 40% agree “mostly” (up 5 pts from 2007) Americans want government to play a role in protecting the environment, but during times of economic distress there is concern that increased government regulation will do harm to a recovery. Green Gauge 2010 Q14

  17. Priorities Personal Values Give Additional Insight Into Priorities Americans’ Top Ten Personal Values (Out of 54) Total Online Population 1. Honesty 2. Protecting the Family 3. Freedom 4. Self-Reliance 5. Stable Personal Relationships 6. Authenticity 7. Enjoying Life 8. Working Hard 9. Friendship 10. Learning When speaking green, think about how values define Americans. We are focused on honesty, transparency and how we treat ourselves and loved ones. http://www.youtube.com/watch?v=Mac8reC5O8U Clorox Greenwork’s TV spot speaks to protecting the family. Not only be keeping a clean house, but by using products that aren’t harmful. Roper Reports Worldwide 2010 QC1-2 (global mixed mode, 25 core countries)

  18. Priorities Different Product Categories Have Different Levers The notion of “green” is diverse in the minds of consumers. What are the main reasons you purchase… (total online population) BPA Free products Good for health of my family It is interesting to note that few consumers site “has a higher quality than alternatives” as a main purchase driver in all purchase categories. Energy saving appliances Saves me money Lawn and garden products Good for the environment Green Gauge 2010 Q24

  19. 2010: 5 Current Trends What is happening right now • Fix the Products • Efficacy, cost, and standards • Prioritizing the Environment • Personal values, the economy, product considerations • Empowerment through the Environment • Self-directed consumers, increasing knowledge/savvy, let consumers lead • Motivations beyond pragmatism and altruism • Chic, badge of honor, guilt, feeling good by doing good • Connection Points • Social media, WOM, Government, and labels can ‘supercharge’ green

  20. Empowerment Empowerment Through the Environment Increasingly Consumers Want to Lead Continuing Importance of Self-Direction – Americans continue to place high value on control and self-reliance -- even if this is increasingly an aspiration. 1 Get Out of the Way and Let Americans lead – Americans are looking less towards government and business for solutions and looking more to themselves. Look to partner with Americans. 2 3 Americans Are Increasingly Knowledgeable – Knowledge is Power.

  21. Empowerment Americans Increasingly Self-Directed, Desiring Control • 76%of the total populationsay the current economic situation has forced them to take more control over their lives How much control do you feel you have over your life in general? (%, total population) Taking control of energy usage – “good for the pocketbook and the environment” November 2009 TeleCell Q3, Q4

  22. Empowerment Entering an Era of Green Empowerment?Look to Partner With the Self-Directed American A minority of the total online population, 28% say “government should be addressing environmental problems, not individuals like me” (down 1 pt from 2008). Who should take the lead in addressing environmental problems? (%, total online population) Green Gauge 2010 Q14, 5

  23. Empowerment Americans May Be More Apt to Partner With Government – Majorities Have a Positive View of Agencies % who say the following agencies are fulfilling their responsibility to protect the environment very/moderately well (total online population) EPA may rank a lower than some agencies because of the perception that the agency is focused on regulation. Green Gauge 2010 Q49

  24. Empowerment The Green Knowledge Base Continues Its Steady Rise – Driven By Younger Americans Gen Y and X are leading the charge 20% of Gen Y says they know “A Lot” (+11 pts since 2007) 18% for Gen X (+7pts) Know a lot or fair amount about environmental issues and problems (%, total online population) A majority, 58% of the total online population is aware of ozone action days +18 pts for Influential Americans 54% in 2005 for total population, different methodology (in-person) Green Gauge 2010 Q2

  25. 2010: 5 Current Trends What is happening right now • Fix the Products • Efficacy, cost, and standards • Prioritizing the Environment • Personal values, the economy, product considerations • Empowerment through the Environment • Self-directed consumers, increasing knowledge/savvy, let consumers lead • Motivations beyond pragmatism and altruism • Chic, badge of honor, guilt, feeling good by doing good • Connection Points • Social media, WOM, Government, and Labels can ‘supercharge’ green

  26. Motivations Strategy 4: Recognize the Motivations Moving beyond Pragmatism, Altruism 1 Chic – More and more, green is about being sophisticated and stylish. Badge of honor – Some like to “show off” when it comes to green. 2 Guilt – Some respond to sustainability, because the alternative makes them feel bad, wasteful, uncaring, etc. 3 4 Feeling good, by doing good – It makes people feel good to help the environment.

  27. Motivations Green Behaviors Stable with Two Notable Positives Across 16 “trendable” behaviors (e.g. recycling, volunteering, conserving energy, reading labels), the average change between 2008 and 2010 was + 0.625 points – in other words, negligible. So despite increasing skepticism and a severe recession, Americans’ environmental behaviors have not changed much. This is not necessarily a bad thing, though; stability is good given the economic climate. In fact there were two areas that saw significant point gains: Drinking tap water instead of bottled – up 7 pts to 65% (do all or most of the time) Using your own bag at the supermarket – up 13 pts to 41% (do all or most of the time) Green Gauge 2010 Q18

  28. Motivations Why Tap Water, Reusable Bags Resonate There have been heavy campaigns by governments, non-profits, and businesses to influence behavior in both these areas. Why have they been successful? How can we apply these learnings? They play into pragmatic altruism. In other words, it makes sense to consumers. Drinking bottled water and using plastic bags seems wasteful. 1 It gives people a chance to show off. We like to be seen using our bags or carrying around our Nalgene bottles. 2 3 It is easy. There is little hassle or sacrifice involved. And in the case of drinking tap water, it saves money. 4 It makes us feel good. Green esteem is very important in influencing behaviors. We can feel good by doing good.

  29. Motivations Guilt and Badge of Honor as Motivators Of the total online population… 44%feel guilty when they do something that’s not environmentally responsible +19 pts for Not Me Greens 25% personally consider leading an environmentally friendly lifestyle to be a status symbol +8 pts for those with household income of $100K+ +7 pts for Business First Greens Green Gauge 2010 Q14, 51

  30. Motivations From Grunge to Chic Green as sophisticated and stylish has much broader appeal than the earthy feel of environmentalism in the 1990’s Green in the 1990’s Green today

  31. 2010: 5 Current Trends What is happening right now • Fix the Products • Efficacy, cost, and standards • Prioritizing the Environment • Personal values, the economy, product considerations • Empowerment through the Environment • Self-directed consumers, increasing knowledge/savvy, let consumers lead • Motivations beyond pragmatism and altruism • Chic, badge of honor, guilt, feeling good by doing good • Connection Points • Social media, WOM, Government, and Labels can ‘supercharge’ green

  32. Connection Points Connection Points WOM, Social Media, and Labels Supercharge Green 1 WOM – Americans are increasingly talking about green to each other. Organizations need to understand how to leverage influence. 2 Social Media – As Americans continue to connect online, information and action on the environment will spread quickly. 3 Government – Government is an important resource for Americans, but more can be done at the local level 4 Labels – Despite increasing confusion around labels, Americans still look to them for information on green.

  33. Connection Points WOM and Influence Are Important to Spreading the Green Gospel 38%of the total online population say word of mouth is a major source of environmental information +11 pts from 2007 Influentials’ feelings towards environmentally friendly products… Green Gauge 2010 Q30, 48

  34. Connection Points Social Media and the Internet Allows for Community and Quick Action % who say the following are major sources of information on the environment (total online population) The prankster/activist tweeter, @bpglobalpr, has satirized the BP PR response to the oil spill – with close to 200,000 followers. 43%, Online Articles +12 pts from 2007 26%, websites +7 pts from 2007 15%, social networking sites +6 pts for Gen Y Green Gauge 2010 Q48

  35. Connection Points Government Is An Important Resource 29%of the total online population say local, State, or federal government is a major source of environmental information Ranked 7th out of 18 sources +6 pts from 2007 Government is an important source of information for Americans. However more can be done to disseminate information at the local level: A minority, 43%, of the total online population say “I believe there is enough information to answer questions I have about environmental conditions in my community” (-2 pts from 2007) Green Gauge 2010 Q14, 48

  36. Connection Points Labels Are Important to Informing, But They are Hitting a Plateau % who say product/package labels are major source of information on the environment (total online population) • What makes a good eco-label? • Meaningful and verifiable • Consistent and clear • Transparent • Independent • Opportunities for public comment Green Gauge 2010 Q48

  37. Connecting with Consumers Awareness is Hitting a Plateau for Some Labels, But Energy Star Continues to Grow % of the total online population who have heard of the following labels… 44% of the total online population reads pesticide labels for safety (down 1 pt from 2008)

  38. Beyond 2010: Future Opportunities What trends will be important tomorrow • Green Is Changing • Smart choices, sustainability becomes a commodity, global becomes local • Who Will Drive Green in the Future? • Gen Y, new moms • Anticipating Reaction • Learning from oil spills, energy shortages, and climate change debate • Active, Instant Monitoring • Immediate behavior change, from passive to active engagement

  39. Beyond 2010: Future Opportunities What trends will be important tomorrow • Green Is Changing • Smart choices, sustainability becomes a commodity, global becomes local • Who Will Drive Green in the Future? • Gen Y, new moms • Anticipating Reaction • Learning from oil spills, energy shortages, and climate change debate • Active, Instant Monitoring • Immediate behavior change, from passive to active engagement

  40. Motivations Trend 1: Green is Changing What Is the Future for Brands, Consumers? 1 The Smart Choice– Americans will begin to see sustainable choices as “smart.” Sustainability Is Becoming a Commodity – In the future all brands and companies will have a focus on sustainability 2 The Global Becomes Local – With increasing global interconnectedness, environmental issues and problems will begin to affect Americans locally. 3

  41. Green is Changing Vast Majority of Americans Want Corporate Responsibility, Regardless of Demographic, Segment I think businesses are responsible for protecting the environment (%, total online population) Income Segments Green Gauge 2010 Q13

  42. Green is Changing Focus on “Smart” Sustainability

  43. Green is Changing In the Future, All Brands, Products Will Have a Sustainability Focus The future is in the products and messages as exemplified by P&G. The Corporation will become more important, not the brand. Corporations can no longer have niche brands that focus on sustainability, all brands will have to incorporate a sustainable focus. Future Friendly commercial: http://www.youtube.com/watch?v=w0xYDocnsK0

  44. Green is Changing Americans Are Becoming More Demanding of Companies Americans want companies to go beyond “Thinking Global and Acting Local.” How would you like to see companies get involved? Green Gauge 2010 Q7

  45. Beyond 2010: Future Opportunities What trends will be important tomorrow • Green Is Changing • Smart choices, sustainability becomes a commodity, global becomes local • Who will Drive Green in the Future? • Gen Y, new moms • Anticipating Reaction • Learning from oil spills, energy shortages, and climate change debate • Active, Instant Monitoring • Immediate behavior change, from passive to active engagement

  46. Advocates Who Will Drive Green in the Future? Gen Y and New Moms Are Driving Sustainability 1 Gen Y– Boomers have traditionally led the charge, but look for younger Americans to take the reins and redefine green. New Moms (women with children under three years old)*–Moms are a group to watch when it comes to sustainability. Driven by concerns for protecting their family, Moms will look to balance green with their everyday responsibilities. 2 * For purposes of this report, New Moms are defined as women of any age with children under 3 years old, including those who also have older children. (About 4 in 10 births are to first-time mothers, according to U.S. government data.)

  47. Advocates Gen Y Taking the Reins from Boomers Concern for the environment is very serious and should be a priority for everyone… (%, online population) Gen Y Boomers Boomers have gone from one of the most concerned groups to the least. Look for younger Americans to start leading the way in the green space. Green Gauge 2010 Q1

  48. Advocates Gen Y Becoming More Likely than Boomers to Follow the Issues Of the online population… 29% of Gen Y seek out information on the environment “often” (+13 pts from 2007) 18% of Gen Y follow the environmental practices of companies very closely (+14 pts from 2007) Vs. 20% of Boomers seek out information on the environment “often” (-4 pts from 2007) 7% of Boomers follow the environmental practices of companies very closely (unchanged from 2007) Green Gauge 2010 Q4, 6

  49. Advocates New Moms See Green Through A Different Lens – Their Children New Moms are not necessarily more concerned or more informed than the total population, but they are an important demographic to watch because they are increasingly seeking sustainable options to help protect their family. • New Moms (online population): • Seek out environmental information to protect their families health • (62%, +7 pts from total population) • Use environmentally friendly household cleaners • (60% have done so in the past year, +11 pts from total) • Use HEPA vacuum cleaners • (43% have done so in the past year, +8 pts from total) • Use water filters • (56% have done so in the past year, +8 pts from total) Green Gauge 2010 Q4, 6

  50. Advocates New Moms More Likely to Turn Their Attitudes into Purchasing Across a number of categories Moms (online population) are more likely to purchase: New Moms also more aware of labels…

More Related