tim kenyon
TRANSCRIPT
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Copyright GfK, 2010. Proprietary and Confidential
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Copyright GfK, 2010. Proprietary and Confidential
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A Global View Rooted in Research Heritage
Green Gauge 2010
Green Gauge
US since 1992
Roper Reports
Worldwide
since 1997
EnterGreen
Gauge Global
in 2010
+ =
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Latin AmericaArgentinaBrazilMexico
North AmericaCanadaUSA
Western EuropeFranceGermanyItalySpainSwedenUK
Central/Eastern EuropeCzech RepublicPolandRussia
Developed AsiaAustraliaJapanSouth KoreaTaiwan
Developing AsiaChinaIndiaIndonesiaThailand
MiddleEast/AfricaEgyptSouth AfricaTurkey
Studying 25 Markets Around the World
Green Gauge 2010
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ary of indings
There Are Global Truths
There Are Global Differences
Green Is Not One Size Fits All
The Green Ga ge Global seg entationhelps s reconcile what nites anddivides s
Desire for corporate involvement Focus on conservation Product Issues
ConcernsKnowledgeEconomics vs. the Environment
Green Gauge 2010
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Truth Consumers Want Companies to Take Action
Green Gauge 2010
71
80
7176 77 76
Norer a
La ner a
Deve o ea
Deve o nga
We ernuro e
en rauro e
I or an a o an e akeenv ron en a y re on b e a on (%)
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Truth Consumers Try to Conserve
Green Gauge 2010
76 76
61
76 79
59
Nor
er a
La n
er a
Deve o e
a
Deve o ng
a
We ern
uro e
en ra
uro e
I on erve nergy n e Ho e
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Truth Consumers Have Issues With Green Products
Green Gauge 2010
66
5357 55
64
51
Nor
er a
La n
er a
Deve o e
a
Deve o ng
a
We ern
uro e
en ra
uro e
T e env ron en a y r en y a erna ve or any o ero u I u e are oo ex en ve
Sun Chips hasbeen criticizedbecause the100%
compostablebag is tooloud.
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Difference The Intensity of Concern Varies By Market
Green Gauge 2010
53
93
71 69 6961
Nor
er a
La n
er a
Deve o e
a
Deve o ng
a
We ern
uro e
en ra
uro e
G oba a e ange/G oba war ng an ex re e y or veryer ou rob e
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Difference Knowledge is a Barrier in the Developing World
Green Gauge 2010
36
72
49
64
41
50
Norer a
La ner a
Deve o ea
Deve o nga
We ernuro e
en rauro e
I wou o ore or e env ron en , bu Ion' know ow
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Difference Economics vs. the Environment an Issue for Some
Green Gauge 2010
5243 40
59
34
45
Nor
er a
La n
er a
Deve o e
a
Deve o ng
a
We ern
uro e
en ra
uro e
F r o e e ono e ur y, en we an worry abouenv ron en a rob e
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Green is Not One Size Fits All:A View of the World Through Green Tinted Glasses
15
19
17
26
22
Green Gauge 2010
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24
19
8
25
11
Total NA Latam Dev'ed
Asia
Dev'ing
Asia
WE CE
Key Facts:
Are Influential and seek out influence
Most likely to complain if a productdoesnt work
Most excited about technology
% of population in segment
The Most Active in Thought and Action
Green Gauge 2010
65% travel in an environmentally friendly way when possible28 pts higher than the total population
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19
25
14
24
11
29
12
Total N
Latam D
d
a
D
g
a
WE E
Key Facts:
Most likely to shop for groceries
Most likely to use a coupon, buyprivate label
Influence is defined by helpfulness,knowledge
% of population in segment
Gr Gaug 2010
High Attitudes, Focus on Easy Behaviors
90% Recycle paper, plastics, metal, etc34 pts higher than the total population
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Key Facts:
They stick to the familiar when itcomes to food
Most interested in parenting,religion
Most likely to be blue collar
17
5
33
2
27
3
35
T
a NA La
a Dev'ed
Asia
Dev'ing
Asia
WE E
% of population in segment
Green Gauge 010
Willing, But Not Able Need the Tools
65% say they would do more for the environment, but they dont know how13 pts higher than the total population
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26
1923
2833
18
29
Tot
t
!
"
d
#i
!
"i
$g
#i
%
E CE
Key Facts:
Most likely to be young, urban men
Important for brands to be wellknown, prestigious
Like people to notice how they look
Think influence is derived fromwealth, connections
% of population in segment
Gr G ug 2010
Green Is a Status Symbol
29% talk to others about environmental issues10 pts higher than the total population
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22
37
5
24
19
24
13
Tot & l '(
Lata m De v'ed
As ) a
Dev') 0 1
As ) a
WE CE
Key Facts:
The wealthiest segment
Think people share too muchinformation online
Most concerned about recession,immigration
% of population in segment
Green Gau e2010
Skeptical, Cynical But Participates Sometimes
37% say environmental pollution is a serious issue37 pts lower than the total population
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USA v Brazil
11
23
5
20
38
2117
42
15
4
Gr ninD
ar nCul ur
Gr n inN
Gla urGr ns
ja
% distribution
Similarities Critical of green products
Economic Development overEnvironmental protection
Differences
Brazil exuberant, US Skeptical
US has the tools, Brazil wants the tools
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USA v Brazil
In the US, you have to address skepticism; bring itto the personal level
In the Brazil, you have to educate
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Summation
When Understanding Green Globally
Start by examining the global truths these give insightinto innate motivations
Next, move onto differences market nuances help to craftcommunications and product offerings
Lastly, always draw it back to the personal level by focusingon honesty, simplicity, benefits, and context