overcoming mass market resistance
TRANSCRIPT
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© 2010 by Strategic Business Insights. All rights reserved.
overcoming mass market resistance to green behaviors
15 November 2010
BECC conference
Carrie Hollenberg senior consultant, VALS™www.strategicbusinessinsights.com
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the VALS™ consumer segmentation
VALS combines psychology and demographics
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motivation to achieve and maintain status in a society can be an important
driver of consumption
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two definitions of status in US society
Innovators (IN) are leading-edge consumers and a clear target for environmental messaging
Innovators:-digest complex ideas-can balance trade-offs
-show flexibility in problem-solving-often think on a global scale
Achievers (AC) pursue the ‘American Dream’ and generally do not prioritize the environment
Achievers:-prioritize work and family
-follow a busy schedule-hold moderate attitudes
-reject untested ideas
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“I’m convinced global warming is happening.”
Strongly Agree
Source: California Climate Values Survey, (2008)
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“I worry that we won’t have enough energy resources in the future if we don’t conserve now.”
Strongly Agree
Source: Utiiity Study, (2008)
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“Our country is in more danger from environmental hazards such as air pollution and global warming than it is from terrorists.”
Strongly Agree
Source: SBI/ecoAmerica American Climate Values Survey
(2008)
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“I would be willing to accept a lower standard of living to conserve energy.”
Strongly Agree
Source: SBI/ecoAmerica American Climate Values Survey
(2008)
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“I prefer to buy a brand associated with an environmental cause even if it costs more money.”
Strongly Agree
Source: SBI/ecoAmerica American Climate Values Survey
(2008)
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Achievers: the weakest link…..
consistently rank the environment and climate change as a low priority
little to no interest in “conspicuous conservation”
little to no interest in “status signaling with green products”
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Achievers: why they are critical
Achievers often serve as a gateway to the mass market, for products and ideas
Achievers are a social influence hub- they look to respected peers for feedback,
information- they serve as role models to their peers and to
lower resource (mass market) groups in society
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2.5% 13.5% 34% 34% 16%
Innovators Early Adopters Early Majority Late Majority Laggards
Source: Everett Rogers, 1983 and SBI’s VALS™; www.strategicbusinessinsights.com/vals
Time
groups adopt new products/behaviors at different rates
Believer
Percent of population in each adoption phase
Innovators are the early adopters
Order of other groups varies by product or behavior
SurvivorThinkerMakerExperiencer
AchieverInnovator
EXAMPLE
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eBay diffusion: Innovators early; Achievers were next
Ordered from eBay 2009
19%
6% 6% 9%
1%
13% 17% 11%
Ordered from eBay 2001
10%
1% 2% 2%
.5%
4% 4% 2%
Source: VALS™/GfK MRI, Spring 2001 and Spring 2009
Reads: 10 % of Innovators ordered from eBay.com
2.89% of US adults ordered from eBay 10.11% of US adults ordered from eBay
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reaching Achievers
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leveraging the Achiever Psychology
-respected professionals
-community connection
-the role of family
-competition
-tangible rewards
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case: California Department of Conservation Recycling Project (2007)
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the case of curbside recycling
in 2007 50% of California residentsparticipated in curbside recycling
Source: SBI/CDOC Recycling Project (2007)
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Percent of VALS Groups Living in Geographic Areas of Interest
Source: geoVALSTM 2008
EXAMPLE
execution with geoVALS™
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Achiever media examples: Radio format
Radio Format
Vertical % (% of
Achievers that listen) Index
Soft Adult Contemporary
9 160
All Talk 6 151Sports 6 145Adult Contemporary 26 140Source: MRI
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Achiever radio ad“Mrs. Busy”
WOMAN: Between packed lunchesand piano lessons, between PTAmeetings and MAYBE catching aPilates class, I admit this Momdoesn’t think about recycling ona daily basis. Thankfully, I don’thave to. See, our community hascurbside recycling. Which meansonce a week, someone in thefamily just has to take ourrecycle bin full of empty bottlesand cans and put it on the curb.Of course by “someone,” I mean“anyone but Mom.” I’m too busy.
ANNCR: Recycle. It’s in your hands. To learn more, visit bottlesandcans.com.
Ad created by For CA Dept of Conservation
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Achiever radio ad“Brothers”
MAN: My brother and me…not toomuch alike. Like the other daywhen he was visiting, he wasshocked to see me carry therecycling bin out to the curb. Heasked if I had turned over a newleaf. I said no — I’m still the yinto your yang, brother. I just don’tlike seeing all those emptybottles and cans sit there andbecome nothing. So I toss ‘eminto the bin. Then I suggested hehop in there, too. And pointedout that he might actuallybecome something one day.
ANNCR: Recycle. It’s in your hands. To learn more, visit bottlesandcans.com.
Ad created by For CA Dept of Conservation
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focused Achiever campaign inMonterey, CA
recycling of bottles and cans in
Monterey increased
15% in 3 months
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overcome mass market resistance
-use research to inform audience selection
-all segmentations are not created equal
-consider diffusion process
-identify program barriers and benefits
-frame program communications for your audience; not for everyone
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Contact
Carrie HollenbergSenior Consultant, VALS ™Strategic Business Insights
333 Ravenswood AveMenlo Park, CA 94025