chris arnold green unp
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Chris Arnold 2010
www.creativeorchestra.com
Chris Arnold
Chris Arnold 2010
Chris Arnold 2010
IN THE M IND OF THEETHICAL CONSUMER
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Survey - 1200 shoppers across the UK
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If you were offered twoidentical products…
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PeoplePlanet
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People 69%Planet 31%
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TNS (World Panel Fashion)
Growing concern with ethics and fashion
To be ‘ethical’
1. No sweatshops used2. Child labour NOT used3. Decent wage
4. No environmental damage
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Do you trust green/ethical claims in ads?
YesNo
Pacific Gas and Electric Company
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Do you trust green/ethical claims in ads?
Yes 27%No 73%
Pacific Gas and Electric Company
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US Survey - Burst Media
only 17% - trust ads only 14% - trust green ads
Burst Media online survey in US about perception of environmental marketing
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Do you trust green/ethical claims on packaging?
YesNo
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Do you trust green/ethical claims on packaging?
Yes 63%No 37%
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Do you trust green/ethical claims on packaging?
Yes 63%No 37%
Consumers don’t understand logos.
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Will consumers pay more forethical products?
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65% - would pay 20% or more
29% - 30% or more
11% - 40% or more
9% - 50%
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1. Fairtrade (46% pay 20p or more)
2. Donate to charitable causes (43% pay 20p or more)
Environment (32% pay 20p or more)
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Who do you feel isresponsible for savingthe planet?
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Us the people
41%
Politicians & Corporations
59%
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Us the people
41%
Politicians & Corporations
59%
Chris Arnold 2010Is this your idea of the ethical consumer?
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G R E E N T Y P E S
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Forget green, think people
Forget A,B,C1, think mindsets
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A few examples of ethical consumer types
Eco warriorLives it , breathes it.Radicals.Will join a protest. Rebellious.Needs to make a social statement.Spends little. May be a social isolate.
FREEGANS(dumpster diving)
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A few examples of ethical consumer types
Ethical Idealists(evangelists)Believes it’s right, sees it like a soft religion, tends to seek to convert others. Knows their stuff. Noisy!Probably has a blog. Talks a lot.Reads the Guardian, Ecology magazine and visits all the websites.Influences others.
Ecoworld
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A few examples of ethical consumer types
Good LifersRomantics.Back to nature, love organics & fair tradeBig on sustainability and local.Rebels against corporates - loves ‘anti-preneurial and Blackspot brands’. Older 45+, empty nesters.
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A few examples of ethical consumer types
Conscientious ConsumerProtecting the next generations heritage. Feels responsible for what we are doing to the planet and people. Strong values, especially family values.Feel they should do the right thing.Values a better future.
Two key types:Family with kidsGrandparents
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A few examples of ethical consumer types
Seen to be GreenInto the image of it all. Self aware.One type is shallow, trend followers, very image conscious - Ethics is fashionable.
The other sees it almost as status, keeping ahead of the Jones. Like’s to advertise their greeness.
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A few examples of ethical consumer types
Informed ConsumerCommon sense ethics. Converted by the facts. Intelligent. Influential - opinion formers. Very rational. Knows their stuff. Sees the logic of why we need to be ethical but also feels it’s right thing to do.Example: someone who works in CSR.
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A few examples of ethical consumer types
Suburban Off-settersWants the nice life, with minimum change but prefers to offsets their guilt.Likes the image of it, by spending money on ethical products and services at M&S or Waitrose they feel they can excuse driving a Chelsea Tractor. They are ‘doing their bit.’ Image key. Big on recycling. Ironic - have long haul trips, drives a lot, lots of electronics left on standby.
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A few examples of ethical consumer types
People & community typesBelieves in community values. Buys local. Supports social enterprises like Fairtrade. Supports charity. Animal welfare important. Family values important. May be religious. People before planet.
Andrew Thornton
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A few examples of ethical consumer types
Health & body consciousEthics is an extension of their healthy lifestyle.
Exercise a lot, probably gym members.Like outdoors. Into activities and sports.Cares about their bodies - inside and out - so care about what they put into it - big buyers of healthy options and organics. Hates McDonalds.However, it’s all about them so less concerned about others.
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The RedsThe Global Fund to Fight Aids in Africa by selling RED products
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A few other consumers:
Ethical intent:Would buy ethical if affordable.
Low income so can’t afford ethics.
Slobs:Don’t care about themselves, let alone others or
the planet. Like fattening food, TV, football, fags and
Have few values. Eats hamburgers, crisps and cares little
for the healthy option. Low incomes. Holiday at Butlins.
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• Honesty (trust)• Health • Supply chain - people• Data• Environmental issues • Ethos
Ethical Reputation Index
www.fraserconsultancy.com
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ASA ruling against ad. Voted one of the top greenwash ads.
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The power of the consumer - Birth of Brand Terrorism.“The consumer is using their beliefs to pick brands and are using
the pound in their pocket to make a point, not just a purchase.”
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WHO DO YOU TRUST MORE?
Ben & Jerrys or Haagen Dazs
Virgin or BA
M&S or Tesco
Body Shop or L’Oreal
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WE TRUST PEOPLE NOT CORPORATIONS
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www.creativeorchestra.com
0207 272 2297
THANK YOU