Slide 1

Connecting Consumer
Motivation and Green
Behavior
18 November 2009
David Sleeth-Keppler, PhD
Senior Consultant
www.strategicbusinessinsights.com
© 2009 by Strategic Business Insights. All rights reserved.
Traditional Assumptions about Consumers
Consumers don’t think about how their consumption will affect their
children’s and grandchildren’s future (their “Consumption Footprint”)
2
Understanding and Encouraging Green
Behavior as Business Strategy
Concerns for children’s future drive some consumers’ choices
See also:
Signal of Change No.178: “The Carbon-Conscious Consumer”
3
Traditional Assumptions about Consumers
Consumers don’t care about where products come from or how products
are made
4
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”
5
Traditional Assumptions about Consumers
Consumers just care about their bottom line
6
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”
7
Traditional Assumptions about Consumers
Consumers just want to get ahead and show off their success
8
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”
9
Traditional Assumptions about Consumers
Consumers just want to have fun
Business Implication = Business As Usual
10
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”
11
Broad Opportunities for Change
Financial Services
Food and Agriculture
Restaurants and Dining
Healthcare
Retail and Consumer Goods
Manufacturing
Real Estate
Telecom and Information
Technology
Transportation
12
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’m interested in the latest
trends and fashions”
“I feel a strong passion to
help make this a better
world”
“Oh, I had that
dining table built for
us at Linden Street”
“I crave a lot of
excitement in my
life”
“I’m concerned
about the effects of
pollution on my
family’s health”
13
A Validated Approach To Understanding
Consumers
Why
What
属性・行動
態度・関心・意見
心理的特徴
Psychological
Attributes
新しいもの好き
衝動的
情報収集志向
Demos & Behaviors
Attitudes, Interests,
& Opinions
女性
33歳
暢気に暮らしたい
iMacを持っている
好きなチームのためなら、
弾丸ツアーも辞さない
見ていなくても
いつもTVがついている
野菜は毎日摂るべきだ
ハイブリッド車に
乗っている
14
The VALS System
What is VALS?
-A lens to distinguish consumers
-Empirical
-Replicable
-Validated
15
The Approach: Understanding Consumer
Motivation
The Basic Contrasts in Motivation Around the World:
Change Leading
Achievement
Self-Expression
CL
Traditional
A
S
T
P
Pragmatic
L
Laggard
Basic Question: How do these contrasts translate into effective appeals that promote green
behavior?
16
The US VALS System
Change Leading
Achievement
Self-Expression
CL
Traditional
A
S
T
P
Pragmatic
L
Laggard
17
Japan-VALSTM
Tradition
Self
Expression
Achievement
Integrator
Innovator
Traditional Innovator
Ryoshiki Innovator
Self Innovator
Early
Adopter
Traditional Adopter
Ryoshiki Adopter
Self Adopter
Early
Majority
High Pragmatic
Follower
Low Pragmatic
Sustainer
18
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
19
Motivational Characteristics of Types
Traditional
Achievement
Self-expression
• information seeking
• goal-oriented
• action-oriented
Make
• choices based on
principles
• choices to enhance
position
• choices that
emphasize
individuality
Seek
• Understanding
• approval from
valued social group
• adventure
• self-development
• self-improvement
• self-reliance
• impulse
• risk
• authority
• “should” I do?
• are others like me
doing?
• do I feel like doing?
Are
Pursue
Resist
Ask what
20
Motivation & Green Behavior: Some
Illustrative Examples
Monitoring = Information Sell
(Traditional)
•Measures electricity one
appliance at a time
•Cost: about $25.00
Kill-A-Watt™
21
Motivation & Green Behavior: Some
Illustrative Examples
Incentives/Competition = Achievement Sell
The initiative is supposed to promote energy-saving behavior through
competition with neighbors
22
Motivation & Green Behavior: Some
Illustrative Examples
Sustainable Clothing @ Target = Self-Expression Sell
Kill-A-Watt™
Young, trendy, action-oriented
23
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
24
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)
25
Definitions of “Environment” Vary:
Global concerns
State historical park
City parks and playgrounds
Family fun outdoors
Excitement
outdoors
Excitement outdoors
Hunting
habitat
Hunting habitat
26
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
27
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
28
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
29
Survey Finding: Achievers Recycle Primarily
from the Car
This makes sense relative to the time they spend on
the road with family. Here, too, most groups could
improve their recycling.
Percent
45
Innovator = IN
Thinker = TH
Believer = BE
Achiever = AC
Striver = SV
Experiencer = EX
Maker = MK
Survivor = SU
35
25
15
IN
TH BE AC
SV EX MK SU
Recycle ALL from car
30
Target = Achievers
• Seek positive
evaluation from their
peers
• Status conscious
3
31
1
Radio Ad:
“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
32
How Would You Target Action-Oriented
Consumers?
33
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
34
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
35
A Frame of Reference
High Status
Positive
Attitudes
Towards Global
Warming
Problem
Masculine
男性的
タフな
Negative
Attitudes
Towards Global
Warming
Problem
Feminine
女性的
やさしい
Low Status
36
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
37
ecoAmerica Responded:
38
The Alliance for Climate Protection Responded:
39
California Department of Conservation Campaign:
“Stand For Less”
Target = Thinkers
40
California Department of Conservation
Campaign: “Stand For Less”
Target = Achievers
41
2008
Identify Targets for Energy Efficiency Programs
42
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
43
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
High Status
Trendy
Trad
Low Status
44
Global warming is culturally feminine in
Japan, too
日米双方の文化の中で、「地球温暖化」は女性的な課題
High Status
女性的
やさしい
男性的
タフな
Low Status
45
Motivational
Contrasts:
JapanJapan-VALS
革新創造派
伝統尊重派
社会達成派
自己顕示派
伝統派ｱﾀﾞﾌﾟﾀ社会派ｱﾀﾞﾌﾟﾀ自己派ｱﾀﾞﾌﾟﾀ
同調派
雷同派
つましい生活派
イ
ノ
ベ
ー
シ
ョ
ン
・
パ
ワ
ー
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。
Integrators
革新創造派
46
Stop Bugging Me!
うるさく言うのはやめてくれ
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
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%
EcoJapan, Winter 2009
47
Self Innovators are more likely to reject
being told what to do
Percent
Integrator
Trad-I
50
Trad-A
Ry-I
Ry-A
40
Self-I
Base =
25% of
adults
Self-A
Hi Prag
30
Low Prag
Sustainer
20
10
Type
革新 | 伝統 | 伝A | 社会 | 社A |自己 | 自A | 同調 | 雷同 | つましい
Note: The graph represents the top 25% of the factor score distribution by JVALS
EcoJapan, Winter 2009
48
Pro-Active and Environmentally Focused 1/2
CSR Items:
Company funds the planting of trees to protect
mountains and rivers
山や水源の保護のための植林に資金を提
供している。
Company has reduced CO2 emission at their
offices and factories.
自社のオフィスや工場でＣＯ２の削減を行
っている。
Company uses clean energy to power their
shops and/ or factory
自然エネルギーを店や工場で使っている。
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
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。
49
Pro-Active and Environmentally Focused 2/2
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
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。
Company contributes funds to people in need
(for instance, poor or sick)
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。
Company funds/support environmental
education for children
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）。
Company creates jobs for their local
communities
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。
EcoJapan, Winter 2009
50
RI’s most strongly relate to Pro-Active CSR,
RA’s follow their lead
Percent
50
High Prags needs
a reason to care.
40
Integrator
Trad-I
Trad-A
Ry-I
Ry-A
Self-I
Self-A
Hi Prag
30
Base =
25% of
adults
Low Prag
Sustainer
20
10
Type
革新 | 伝統 | 伝A | 社会 | 社A |自己 | 自A | 同調 | 雷同 | つましい
Note: The graph represents the top 25% of the factor score distribution by JVALS
EcoJapan, Winter 2009
51
No Sacrifice/No Compromise
妥協なし/犠牲なし
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
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%
EcoJapan, Winter 2009
52
No Sacrifice is polarizing; TI, RI and
Integrators lead on seeing the upside
Percent
Likely SI’s will relate to this perception if
packaged in way they can uniquely own.
50
Integrator
Trad-I
Trad-A
Ry-I
Ry-A
40
Self-I
Self-A
Hi Prag
30
Low Prag
Base =
25% of
adults
Sustainer
20
10
革新 | 伝統 | 伝A | 社会 | 社A |自己 | 自A | 同調 | 雷同 | つましい
Type
Note: The graph represents the top 25% of the factor score distribution by JVALS
EcoJapan, Winter 2009
53
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
54
Appendix
55
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
56
Thinker Lifestyles
• 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
57
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
58
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
59

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