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© 2009 by Strategic Business Insights. All rights reserved.© 2009 by Strategic Business Insights. All rights reserved.
Connecting Consumer Motivation and Green
Behavior
18 November 2009
David Sleeth-Keppler, PhDSenior Consultant
www.strategicbusinessinsights.com
2
Traditional Assumptions about Consumers
Consumers don’t think about how their consumption will affect their children’s and grandchildren’s future (their “Consumption Footprint”)
3
Understanding and Encouraging Green Behavior as Business Strategy
Concerns for children’s future drive some consumers’ choices
Signal of Change No.178: “The Carbon-Conscious Consumer”
See also:
4
Traditional Assumptions about Consumers
Consumers don’t care about where products come from or how products are made
5
Understanding and Encouraging Green Behavior as Business Strategy
Food and agriculture are under increased scrutiny with more consumers demanding healthy and organic options
Signal of Change No. 250: “Provenance in the Spotlight”
6
Traditional Assumptions about Consumers
Consumers just care about their bottom line
7
Understanding and Encouraging Green Behavior as Business Strategy
Some consumers are willing to pay more for green products. Others make savings from green products part of their bottom line (with higher up front investment)
Signal of Change No. 337: “Green Motives”
8
Traditional Assumptions about Consumers
Consumers just want to get ahead and show off their success
9
Understanding and Encouraging Green Behavior as Business Strategy
Conspicuous conservation is becoming a key lifestyle among some segments
Signal of Change No. 305: “Conspicuous Conservation”
10
Traditional Assumptions about Consumers
Consumers just want to have fun
Business Implication = Business As Usual
11
Understanding and Encouraging Green Behavior as Business Strategy
Consumers increasingly want to be part of a responsible solution to environmental problems
Signal of Change No. 347: “The U.S. Consumer and Global Warming”
12
Broad Opportunities for Change
Financial Services
Food and Agriculture
Healthcare
Manufacturing
Real Estate
Restaurants and Dining
Retail and Consumer Goods
Telecom and Information Technology
Transportation
13
Understanding and Encouraging Green Behavior as Business Strategy
Consumers are driven by diverse motivations:
“Work is important. But my family and friends is
what I live for”
“I feel a strong passion to help make this a better
world”
“I’m interested in the latest trends and fashions”
“I crave a lot of excitement in my
life”“Oh, I had that
dining table built for us at Linden Street”
“I’m concerned about the effects of
pollution on my family’s health”
14
属性・行動Demos & Behaviors
ハイブリッド車に乗っている
33 歳
iMac を持っている
女性
見ていなくてもいつも TV がついて
いる
態度・関心・意見Attitudes, Interests,
& Opinions
暢気に暮らしたい
好きなチームのためなら、弾丸ツアーも辞さない
野菜は毎日摂るべきだ
心理的特徴Psychological
Attributes
新しいもの好き衝動的
情報収集志向
WhatWhy
A Validated Approach To Understanding Consumers
15
The VALS System
What is VALS?
-A lens to distinguish consumers
-Empirical
-Replicable
-Validated
16
The Approach: Understanding Consumer Motivation
SA
TPPragmatic
LLaggard
Traditional
Achievement Self-Expression
CL
Change Leading
The Basic Contrasts in Motivation Around the World:
Basic Question: How do these contrasts translate into effective appeals that promote green behavior?
17
The US VALS System
SA
TPPragmatic
LLaggard
Traditional
Achievement Self-Expression
CL
Change Leading
18
Japan-VALSJapan-VALSTMTM
Innovator
Early Majority
Follower
Early Adopter
Integrator
Sustainer
Low Pragmatic
Traditional Innovator
Traditional Adopter
Ryoshiki Innovator
Ryoshiki Adopter
Self Innovator
Self Adopter
High Pragmatic
AchievementTradition
SelfExpression
19
How VALS Can Help Companies:
Strategic Marketing:
- Birds-eye view of the market
- Target selection/position (including new product development)
- In-depth profiling/Personas
- Messaging (appeals framing, channels, geo location)
Multiple Areas of Application
20
Motivational Characteristics of Types
Traditional Achievement Self-expression
Are
Make
Seek
Pursue
Resist
Ask what
• action-oriented
• choices thatemphasizeindividuality
• adventure
• self-reliance
• authority
• do I feel like doing?
• goal-oriented
• choices to enhance position
• approval fromvalued social group
• self-improvement
• risk
• are others like me doing?
• information seeking
• choices based on principles
• Understanding
• self-development
• impulse
• “should” I do?
21
Motivation & Green Behavior: Some Illustrative Examples
•Measures electricity one appliance at a time
•Cost: about $25.00
Monitoring = Information Sell (Traditional)
Kill-A-Watt™
22
Motivation & Green Behavior: Some Illustrative Examples
The initiative is supposed to promote energy-saving behavior through competition with neighbors
Incentives/Competition = Achievement Sell
23
Motivation & Green Behavior: Some Illustrative Examples
Young, trendy, action-oriented
Sustainable Clothing @ Target = Self-Expression Sell
Kill-A-Watt™
24
Recent VALS Studies on Green Topics
2006 The American Environmental Values Survey
2007 Calif. Depart. of Conservation Recycling Campaign
2008 The American Climate Value Survey
2008 Sacramento Municipal Utility Study
2009 Eco-Japan 2009 Program
25
2006
-How Can Environmentalists best message to the public (as opposed to themselves) about eco?
-What avenues exist for the diffusion of eco-awareness? (similar to innovation diffusion with products)
26
Definitions of “Environment” Vary:
Excitement outdoors
Hunting habitatCity parks and playgrounds
State historical park
Global concerns
Excitement outdoors
Hunting habitat
Family fun outdoors
27
2006 Insights
Change Leaders (Innovators) can be motivated to solve environmental problems with sophisticated messaging about financial and lifestyle trade-offs
— The “Rest of America” (ROA) requires a different approach that represents an incremental adaptation of their familiar lifestyles—and for some a “slow” adaptation of tradition
Achievers are the weak link in the chain because they don’t emotionally connect with the problem (and have too many competing priorities)— Have softer, less committed positive environmental attitudes— Follow the status quo; give more credit to big business— Don’t really get the health connection
28
2006 Insights
For Thinkers consumer behavior is the easier path; stronger hurdle with political behavior — Motivated by “Total Cost of Ownership” regardless of party
affiliation— Willing to make incremental changes; new evidence
provides motivation to reevaluate
Experiencers have an erratic profile consistent with their personalities
— The least motivated to engage in mainstream green behavior because lots of people do it and it’s ‘slow’
— Want to be inspired
29
2007
PROJECT GOALS
Raise the curb-side recycling rate from 65% to 80%
OBJECTIVES
Identify drivers for recycling
Match VALS consumer segments with recycling drivers
Identify and prioritize strategic options
Develop 1-3 specific actions for implementation
30
Survey Finding: Achievers Recycle Primarily from the Car
15
25
35
45
Recycle ALL from car
Innovator = INThinker = THBeliever = BEAchiever = ACStriver = SVExperiencer = EXMaker = MKSurvivor = SU
Percent
IN TH AC SV EX MK SUBE
This makes sense relative to the time they spend on the road with family. Here, too, most groups could
improve their recycling.
31
Target = Achievers
31
• Seek positive evaluation from their peers
• Status conscious
32
“Brothers”MAN: My brother and me…not too much alike.
Like the other day when he was visiting, he was shocked to see me carry the recycling bin out to the curb. He asked if I had turned over a new leaf. I said no — I’m still the yin to your yang, brother. I just don’t like seeing all those empty bottles and cans sit there and become nothing. So I toss ‘em into the bin. Then I suggested he hop in there, too. And pointed out that he might actually become something one day.
ANNCR: Recycle. It’s in your hands. To learn more, visit bottlesandcans.com.
Ad created by
For CA Dept of Conservation
Radio Ad:
33
How Would You Target Action-Oriented Consumers?
34
2008
PROJECT GOALS
Diagnose global warming attitudes specifically
OBJECTIVES
Identify appeals to message about global warming to different consumer types
Identify and prioritize strategic options
35
Key Findings
The ACVS showed that only 18% of U.S. consumers strongly agreed that global warming is happening, is harmful, and is caused
by humans.
Why such low levels of support?
-The “Partisan Divide”
-Cultural Gender
36
A Frame of Reference
Feminine
女性的やさしい
Masculine
男性的タフな
High Status
Low Status
Positive Attitudes
Towards Global Warming Problem
Negative Attitudes
Towards Global Warming Problem
37
What Was Missing? Maker lifestyles
• Many males work in trades as carpenters, electricians, plumbers, and repair people
• The epitome of “do-it-yourselfers”
• Enjoy being helpful to neighbors and buddies
• Spend time in nature camping, hunting, and fishing
• Many live outside of urban areas where home prices are lower, home lots are larger, and where they can “build” the type of life they enjoy
• Prefer country music (story) and rock (masculine) music over classical music or public radio
38
ecoAmerica Responded:
39
The Alliance for Climate Protection Responded:
40
California Department of Conservation Campaign: “Stand For Less”
Target = Thinkers
41
California Department of Conservation Campaign: “Stand For Less”
Target = Achievers
42
2008
Identify Targets for Energy Efficiency Programs
43
2009 Eco Japan
Diagnose Environmental Attitudes (including Global Warming) in Japan
Identify Appeals to Message to Different Consumer Groups about the Environment
Find Opportunities for Green Business Growth
44
TrendyTrad
High Status
Low Status
Global warming is a traditional issue in Japanese society
日本の文化の中では、「地球温暖化」はトラッドな課題
45
女性的やさしい
男性的タフな
High Status
Low Status
日米双方の文化の中で、 「地球温暖化」は女性的な課題
Global warming is culturally feminine in Japan, too
46
Motivational Contrasts:
Integrators革新創造派
Can be actively green but hard to target as they constantly pursue change
積極的な「グリーン活動」を行う可能性はあるが、常に変化を追い求めるので、ターゲットには向かない
Ryoshki Innovators 社会達成派
Strongly motivated by green ideals and novel eco-living solutions
「グリーン活動」の理想や、新しいエコ生活の方法等によって、強く動機付けされる
Self Innovators自己顕示派
Self-interest is a strong barrier (e.g. I can’t be bothered with this stuff); emphasize ‘new and exciting’
自分の興味関心がエコ活動への障壁。(そんなことに関わっていられない) 新規性と刺激を強調するのが鍵。
Traditional Innovators伝統尊重派
Their “ideas” of being green are stronger than their behaviors
グリーン活動への「思い」の方が、実際のグリーン行動よりも強い。
JapanJapan--VALSVALS
自己顕示派
同調派
雷同派
つましい生活派
社会派
社会達成派
革新創造派
伝統尊重派
自己派伝統派
イノ
ベー
ショ
ン・パ
ワー
47
Agree to:
Sorting out garbage is an annoying chore 6/29
The constant reminders about sorting out garbage are driving me crazy 3/16
I am tired of being told to do good things for the environment 5/20
I get bored when people talk about environmental issues 5/20
EcoJapan, Winter 2009
Stop Bugging Me! うるさく言うのはやめてくれ
ゴミの分別は面倒な雑用だ。 6/29%
いつもいつもゴミ分別をするように言われると、イライラする。 3/16%
環境に良いことをしなさいと言われるのに、飽き飽きしている。 5/20%
環境問題についての話を聞くのは、飽き飽きしている。 5/20%
48
10
20
30
40
50
Type
Integrator
Trad-I
Trad-A
Ry-I
Ry-A
Self-I
Self-A
Hi Prag
Low Prag
Sustainer
Percent
Base = 25% of adults
Note: The graph represents the top 25% of the factor score distribution by JVALS
EcoJapan, Winter 2009
Self Innovators are more likely to reject being told what to do
革新 | 伝統 | 伝 A | 社会 | 社 A | 自己 | 自 A | 同調 | 雷同 | つましい
49
CSR Items:
Company funds the planting of trees to protect mountains and rivers
Company has reduced CO2 emission at their offices and factories.
Company uses clean energy to power their shops and/ or factory
Company spends money on innovation for environmental solutions
Company restrict itself with higher quality control standard than the regulation requires
Company collaborates with local community for eco-friendly activities.
Company currently donates money to environmental causes
EcoJapan, Winter 2009
山や水源の保護のための植林に資金を提供している。
自社のオフィスや工場でCO2の削減を行っている。
自然エネルギーを店や工場で使っている。
環境対策の革新のために、資金投資している。
法律で規制されているよりも高い品質管理基準で、自社を管理している。
地域コミュニティと協力して環境活動を行っている。
環境のために寄付をしている。
Pro-Active and Environmentally Focused 1/2
50EcoJapan, Winter 2009
CSR Items (continued):
Company collaborates with customers for eco-friendly acts (for instance, asking
customers to bring their own eco-friendly bag)
Company has no regulation violations
Company uses less natural resources in their manufacturing than competitors
Company contributes funds to people in need (for instance, poor or sick)
Company funds/support environmental education for children
Company creates jobs for their local communities
お客様と協力して、環境に優しい活動をしている(たとえば、お客様に自分のエコバックを持ってくるようにお願
いする)。
法律(規範や規則)を守ることを徹底している。
競合企業よりも、製造工程で天然資源を少なく使っている。
困っている人たちに資金支援を行っている(貧困や病気など)。
子供を対象とした環境教育を支援・資金提供している。
地域の雇用創出に貢献している。
Pro-Active and Environmentally Focused 2/2
51
10
20
30
40
50
Type
Integrator
Trad-I
Trad-A
Ry-I
Ry-A
Self-I
Self-A
Hi Prag
Low Prag
Sustainer
Percent
Base = 25% of adults
Note: The graph represents the top 25% of the factor score distribution by JVALS
EcoJapan, Winter 2009
RI’s most strongly relate to Pro-Active CSR, RA’s follow their lead
High Prags needs
a reason to care.
革新 | 伝統 | 伝 A | 社会 | 社 A | 自己 | 自 A | 同調 | 雷同 | つましい
52
Agree to:
I believe that prevention of global warming and comfortable temperature at home go
together 15/64
Exporting green technology is the best way for Japan to get ahead in the global economy
25/57
Environmental jobs will boost the economy 12/56
Environmentally friendly lifestyle sounds like a good way to live, not a sacrifice 12/54
EcoJapan, Winter 2009
地球温暖化への対応と家で快適に暮らすことは両立できると思う。
15/64%
環境技術(太陽電池、風力発電など)を世界に広めることが、日本が世界経済で先んじるための最善の道だ。
25/57%
環境関連の仕事が、経済を活性化させるだろう。 13/56%
「環境に優しい生活スタイル」とは、犠牲を払うことではなく、気分良く生
活することだと思う。 13/54%
No Sacrifice/No Compromise 妥協なし /犠牲なし
53
No Sacrifice is polarizing; TI, RI and Integrators lead on seeing the upside
10
20
30
40
50
Type
Integrator
Trad-I
Trad-A
Ry-I
Ry-A
Self-I
Self-A
Hi Prag
Low Prag
Sustainer
Percent
Base = 25% of adults
Note: The graph represents the top 25% of the factor score distribution by JVALS
EcoJapan, Winter 2009
Likely SI’s will relate to this perception if packaged in way they can uniquely own.
革新 | 伝統 | 伝 A | 社会 | 社 A | 自己 | 自 A | 同調 | 雷同 | つましい
54
Current Plans for Eco Japan 2010
Multi-Client effort with private workshops
Follow-ups and refinements of 2009 data and insights
Open Questions:-Which of the appeals/strategies implemented in your company
worked?-Are companies gaining further momentum with green activities?
-Anticipating future eco needs and consumer attitudes-Developing deeper profiles of lifestyle contents that are in
competition with green behaviors
55
Appendix
56
Innovator Lifestyles
• Engage in a wide range of activities
• Committed to life-long learning; avidly read literary, scientific, and business magazines
• Travel frequently for pleasure and business
• Support the arts and public-funded media
• Contact public policy makers and elected officials
57
• Equally smart but less sophisticated than Innovators
• Value substance over aesthetics; less concerned about fashion and style than utility and value
• Enjoy process, discussion, and debate
• Avid readers of non-fiction books, scientific, and topical magazines
• Listen to, and support, public radio
• Volunteer and contribute to social organizations
• Exercise for health
Thinker Lifestyles
58
Achiever Lifestyles
• Set goals and have agendas; run everything right on time
• Buy products that increase efficiency and productivity of work and family life
• Dress fashionably but not fashion-forward
59
Experiencer lifestyles
• Youngest VALS group; over half are single
• Have large social networks
• Want to look good—personal packaging; form over substance
• Can express themselves “loudly”
• Are impulsive buyers
• Look for settings and activities that are unusual, fun, or exciting
• Want to be first
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