Visual executive summary by Craftscurator of the CBI report on Sustainable Design in the EU market for home decoration and home textiles. Report identifies 3 segments of conscious consumers, and describes attitudes, motivation to buy sustainable goods, key players and key products. Includes link to the complete CBI report to read and download. Although the report is made to inform exporters in developing countries who want to target the EU market, it is equally interesting for importers, retailers and brand owners in the EU, who want to know more about Sustainable Design.

1. Sustainable Design
The Conscious Consumer 1Crafts
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Who is the Conscious Consumer? photo

2. Sustainable Design
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Who is the Conscious Consumer?
> And who is asking
> Is sustainability important to consumers in the EU?
!
> How is sustainability perceived in the market?
> Are market players focusing on sustainability?
> Are there sustainable market opportunities for exporters in developing countries?

3. Sustainable Design
The Conscious Consumer 3Crafts
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What is Sustainability?
> In the market
Eco
> Raw Material
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> Production Process
> Product Life Cycle
> Product Use
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Social
> Fair Trade
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> Cultural Trade
> Cause Trade

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What is The EU Market for Sustainable Design?
> The Facts
> EU Market for Home Decoration and Home Textiles in 2010 roughly € 40 billion
> Very little statistical information available on consumption of sustainable goods
> No generally accepted certification or categorization for Sustainable Design
> Based on statistics of ethical fashion and organic food, market share of Sustainable
Design is estimated at 1% of the total market

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What is The EU Market for Sustainable Design?
> The Forecast
> substantial growth in consumption of sustainable goods in the last 5-10 years
> raised awareness and knowledge amongst consumers
> market players practicing sustainability and making it a core strategy
> sustainable product innovations will convince consumers

6. Sustainable Design
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Now, who really is the Conscious Consumer?
> The finger-pointing
> no mainstream consumer yet
> is aware of sustainability and is informed
> is motivated to buy sustainable goods (go an extra mile and spend a bit more)
> has a high design sensibility
> this niche consumer is an early adopter and will drive the market

7. Sustainable Design
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What type(s) of consumers are interested in
Sustainable Design?
> 3 segments of early adopters identified
> Trendy Creatives
> Smart Affluents
> Design Purists

8. Sustainable Design
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Key Segments - Trendy Creatives
Recycled paper bowls by As’Art
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Trendy Creatives
> Looking for enjoyment and fun in life
> Sensitive to fashion and product trends
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> Expressive style
> Value stories
> Attracted to social aspects
> Like recycling
> Mid market consumers

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Key Players - Trendy Creatives
Po-Paris Recycled Materials, Small Scale Production in Communities
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10. Sustainable Design
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Key Players - Trendy Creatives
One World Interiors Origin is Showing, Recycled Materials, Natural Materials
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11. Sustainable Design
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Key Players - Trendy Creatives
Anthropologie Globally Sourced, Inspired by Craftsmanship
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12. Sustainable Design
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Key Products - Trendy Creatives
DedonPol’s Potten Woo Bottle CandleAnthropologie
Roche Bobois Zara Home BloomingvilleFair Trade Original
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13. Sustainable Design
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Key Segments - Smart Affluents
Inventive products by Artecnica - Design With Conscience
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Smart Affluents
> Mature and experienced consumers
> Want solutions for everyday needs
> Modern and basic style
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> Value quality and convenience
> Expect transparency from brands
> Interested in environmental aspects
> Shops at low-mid market chain retailers

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Key Players - Smart Affluents
Ikea Ikea PS 2012- sustainable versions of bestseller designs
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15. Sustainable Design
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Key Players - Smart Affluents
Royal VKB Multifunctional Tops That Screw Onto Used Jars
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16. Sustainable Design
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Key Players - Smart Affluents
Zuperzozial Renewable Material, Bamboo and Corn, Clean Production
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17. Sustainable Design
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Key Products - Smart Affluents
ArtecnicaEkobo Vij5Perigot
Subtitle number twpoSubtitle number twpo Subtitle number twpoSubtitle number twpoHumadeKettal Jonathan AdlerMoMa
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18. Sustainable Design
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Key Segments - Design Purists
The Ultimate Investment-Buy by Hans Wegner
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Design Purists
> ‘Best of the best’ consumers
> Make very conscious buying decisions
> Timeless and minimal style
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> Values aesthetics and quality
> Cares about environmental aspects
> Values skillfully and locally made products
> Buys at department- and concept stores

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Key Players - Design Purists
Fair Trade Original - Piet Hein Eek Fair Trade Baskets Made Of Left Over Material
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20. Sustainable Design
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Key Players - Design Purists
Ay Illuminate Made of Renewable, Organic and/or Recycled Materials
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21. Sustainable Design
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Key Players - Design Purists
Coco-Mat Organic, Natural, Recycled Materials, Community Production
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22. Sustainable Design
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Key Products - Design Purists
AlephJohannes Foersom Ay IlluminateFair Trade Original
Subtitle number twpoSubtitle number twpo IittalaSubtitle number twpoWhen Objects WorkCoyuchi Hay
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23. Sustainable Design
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Who made this report?
> And for whom
> CBI, Centre for the Promotion of Imports from Developing Countries commissioned this
market report
> CBI is an Agency of the Ministry of Foreign Affairs of The Netherlands
> Exporters in developing countries, the target group of CBI, receive tailored market
intelligence to get informed on developments and opportunities in the EU market
> Find - and download - the complete report on the CBI website
> This presentation by Craftscurator is an executive visual summary of the report