projeto emergent economies consumers behavior change workshop - fase 1 sustainable brands rio brasil
TRANSCRIPT
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Projeto Emergent EconomiesConsumers BehaviorChange
Workshop - Fase 1Sustainable Brands Rio
Brasil
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Projeto Emergent Economies Consumers BehaviorChange
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A Eight Sustainability Platform
• Plataforma global de sustentabilidade que trabalha com a construção de soluções de negócios através de parcerias
• Rede de parceiros (organizações e consultores)
• Busca ser um agente catalisador, de influência e impacto para a transformação dos modos atuais de produção e consumo.
• Trabalha por meio de projetos especiais e serviços de consultoria: busca de escala e velocidade
• Não reinventamos a roda
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Projeto Emergent Economies Consumers BehaviorChange
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Por que?
• Oportunidades e ameaças no contexto atual
• Influência no comportamento dos indivíduos (dentro e fora das empresas)
• Indivíduos como consumidores (e etc)
• B2C – escala e penetração x força das marcas
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Objetivos
• Trabalhar desafios e oportunidades para as empresas B2C: proposição de valor, acesso a mercados e novos perfis de consumo, sustainable branding e relacionamento com os consumidores.
• Construção de ferramentas de influência no comportamento do consumidor para um consumo e estilo de vida sustentáveis, em mercados emergentes (Fase 1 – Brasil)
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Fases
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Agenda
•Boas vindas•Por que influenciar comportamentos de consumo e hábitos de vida sustentáveis?•Behavior Change•Modelo 3 Ps – prática
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Solitaire Townsend- Futerra
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Akatu : pesquisa consumoe felicidade
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E por que empresas e marcas devem influenciar comportamentos de consumo e hábitos de vida sustentáveis?
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Fatores determinantesde influência no comportamento
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Emoções Normas sociais, culturais e morais Fatores estruturais (favoráveis ou desfavoráveis) Custo (de tempo, recursos financeiros ou esforço)
Curto x longo prazo
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Hábito
Aversão a perdas
Procrastinação Conhecimento e consciência (“predicably irrational”) Capacidade e habilidade
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Solitaire Townsend- Futerra