9. A degree of willingness to pay extra
I am prepared to pay more for environmentally friendly products
Agree Neither agree nor Disagree
disagree
43% 34% 23%
Source: TGI Apr 06-Mar 07
11. More column inches than ever
Environment Editorial – All Press (Column Centimetres)
120,000
100,000
80,000
Ccms
60,000
40,000
20,000
0
09/02 Thru 08/03 09/03 Thru 08/04 09/04 Thru 08/05 09/05 Thru 08/06 09/06 Thru 08/07
Year
Source: NMR
12. But what constitutes green?
Recycling is But doesn’t
an important it just end up
part of being in landfills
green overseas?
What about If we “do our
Chinese and bit” we’ll make
Indian power a difference
stations?
Can any
Hybrid cars are driving be
more green green though?
than other cars
13. But what constitutes green?
Recycling is But doesn’t
an important it just end up
part of being in landfills
green overseas?
What about If we “do our
Chinese and bit” we’ll make
Indian power a difference
stations?
Can any
Hybrid cars are driving be
more green green though?
than other cars
Source:
14. And there’s already too
much to think about
There’s too much information to go through
when making a purchase decision
49% 57%
1999 2007
Source: NVision
16. Green Light objectives
To understand:
Where?
Media consumption
Digital behaviour
Brand purchasing Who?
17. Green Light objectives
To understand:
Where? What?
Media consumption Needs
Digital behaviour Lifestyle
Brand purchasing Who? Barriers/Triggers
18. Green Light objectives
To understand:
Where? What?
Media consumption Needs
Digital behaviour Lifestyle
Brand purchasing Who? Barriers/Triggers
How?
Interests
Emotions
19. Green Light objectives
To understand:
Where? What?
Media consumption Needs
Digital behaviour Lifestyle
Brand purchasing Who? Barriers/Triggers
≥ And provide a framework for
commercial communication
How?
≤
Interests
Emotions
20. The approach
Who and
where
Quantitative segmentation based
on attitudinal and behavioural
characteristics
Fused with TGI/TGI.Net and our
own Total Audience Research to What and how
give us: Depth qualitative
groups to explore
Media/brand/other lifestyle/ needs and lifestyle
shopping and spending data and stimuli testing
22. Onlookers
26%
• Lip service
• Issues are exaggerated
• Not my responsibility
• Disempowered
ª It’s not my responsibility to start
worrying about it. They’ll make me
be green – they’ll do it, I know it,
I often think it’s just one
whatever happens
big scam to squeeze
26% more out of you
º
23. Conveniently Conscious
• Aware and concerned
• The little things
• No sacrifices
35%
• Secondary consideration
ªI will make any
35% change that saves
me a bit of money
You do wonder what our small
island can do when there’s
China and India building new
26% power stations every week
º
24. Positive Choosers
•A serious issue
• Can make a difference
• Looking to broaden green horizons
31% • Not enough product choice
• Potentially primary consideration
ª
35%
I’m actively green because I don’t
want my grandchildren to grow up 31%
ª environment is a
in a desert, I see it as a moral issue
The
serious business for
26%
us all. It’s not just
beardie-weirdies º
25. Vocal Activists
4% • Taking a stand
• Getting involved
• Helping causes
31% • Primary
ª 4%
35% Too many companies think if
they put a green sticker on it
we’ll be convinced
It’s much too easy to pass the
buck, we’re all responsible and
26%
we all have to do our bit
º
26. Principled Pioneers
4%
4% • Exercising concerns
• Purchasing ethically
ª
I buy the right
• Living ethically things where they
31% • Knowledgeable
are available, like
looking for the
• Actively seeking out sustainable mark
on the fish I buy
º
35% ª
I enjoy finding out about what I can
do to help, I’ve fitted a water butt in
4%
my garden recently to use less water
º
26%
29. The young are well
represented at both ends
Aged 15-34 - % Profile
Total 32%
Onlookers 44%
Conveniently Conscious 30%
Positive Choosers 21%
Vocal Activists 38%
Principled Pioneers 42%
30. Neither is social grade a determinant
ABC1 - % Profile
Total 55%
Onlookers 49%
Conveniently Conscious 55%
Positive Choosers 61%
Vocal Activists 58%
Principled Pioneers 46%
31. Green as a badge
Dispelling the “beardie myth”
ªI’m not really one of those
people called Jeremy who
knits his own yoghurt
º
32. Green as a badge
Dispelling the “beardie myth”
Conspicuous consumption* –Index
ªI’m not really one of those
150
140
130
people called Jeremy who
knits his own yoghurt
º
120
110
100
90
80
70
60 Onlookers Conveniently Positive Choosers Committed
50 Conscious
Source: Green Light; Agree 2+
statements: I like to stand out
in a crowd, A designer label
improves a person’s image;
I like a car that stands out
34. We can now understand
their media choices
Onlookers Conveniently Positive Committed
Conscious Choosers
35. Understand and harness
their digital behaviour
Onlookers Conveniently Positive Committed
Conscious Choosers
Consuming Creating
Functional Immersed
Traditional Brands Digital
Entertainment Education
36. Understand and harness
their digital behaviour
Onlookers Conveniently Positive Committed
Conscious Choosers
Consuming Creating
Functional Immersed
Traditional Brands
Influence
Digital
Entertainment Education
39. Understanding “green” as a
purchase consideration
Consideration
Tertiary Secondary Primary
Motivated Peer pressure More positive
and a desire to Part of their
by other choices and
do their bit but identity
benefits mitigate guilt
no more
Onlookers Conveniently Positive Vocal Principled
Conscious Choosers Activists Pioneers
41. Targeting green messages
across the segments
Onlookers Conveniently Positive Committed
Conscious Choosers
Often Feel guilty
unrepentant No objection
to green motoring Will seek out about driving
about driving green cars but and seeking a car
and are looking but do not currently
desire green unaware of that gives them
for other options permission to
motivations alternatives
drive
42. Targeting green messages
across the segments
Onlookers Conveniently Positive Committed
Conscious Choosers
Often Feel guilty
unrepentant No objection
to green motoring Will seek out about driving
about driving green cars but and seeking a car
and are looking but do not currently
desire green unaware of that gives them
for other options permission to
motivations alternatives
drive
Cost saving
Saves on costs. And green too
43. Targeting green messages
across the segments
Onlookers Conveniently Positive Committed
Conscious Choosers
Often Feel guilty
unrepentant No objection
to green motoring Will seek out about driving
about driving green cars but and seeking a car
and are looking but do not currently
desire green unaware of that gives them
for other options permission to
motivations alternatives
drive
Cost saving
Saves on costs. And green too
No compromise
Green but no compromise
44. Targeting green messages
across the segments
Onlookers Conveniently Positive Committed
Conscious Choosers
Often Feel guilty
unrepentant No objection
to green motoring Will seek out about driving
about driving green cars but and seeking a car
and are looking but do not currently
desire green unaware of that gives them
for other options permission to
motivations alternatives
drive
Cost saving
Saves on costs. And green too
No compromise
Green but no compromise
Inform/Demystify
This is how we make a car green
45. Targeting green messages
across the segments
Onlookers Conveniently Positive Committed
Conscious Choosers
Often Feel guilty
unrepentant No objection
to green motoring Will seek out about driving
about driving green cars but and seeking a car
and are looking but do not currently
desire green unaware of that gives them
for other options permission to
motivations alternatives
drive
Cost saving
Saves on costs. And green too
No compromise
Green but no compromise
Inform/Demystify
This is how we make a car green
Permission
Drive – and be green
50. Who’s responsible?
Environmental damage 1%
Who is most at fault for causing:
Industries/Companies 17%
Government
Non government/
Non-profit Most
organisations/ responsible
Local community
groups
for causing
69%
51. Who’s responsible?
Environmental damage 1%
Who is most at fault for causing:
13%
Industries/Companies 17%
Government
Non government/
Non-profit Most
organisations/ responsible
Local community
groups
for causing
Individuals
69%
57. When to lead with “green”
✗ ✗ ✓✓
Leading with “green”
Onlookers Conveniently Positive Committed
Conscious Choosers
58. In conclusion
A communications planning tool
Onlookers
• Moderately concerned 26% Positive ª environment is a
The
Choosers seriousIt’s not just
business for
Conveniently
Conscious
35%
• Issues
are exaggerated us all.
• Aware and concerned
• Not my responsibility
•A serious issue
• Can make a difference
beardie-weirdies º • The little things
• Disempowered
ª
• No sacrifices
31%
• Looking to broaden green horizons
• Not enough product choice • Secondary
It’s not my responsibility to start • Potentially Primary
ª
worrying about it. They’ll make me
ª I will make any
Who?
be green – they’ll do it, I know it, You do wonder what our small
I often think it’s just one change that saves
whatever happens I’m actively green because I don’t island can do when there’s
big scam to squeeze me a bit of money
want my grandchildren to grow up China and India building new
more out of you
º in a desert, I see it as a moral issue
º
power stations ever week
º
Vocal Principled ª
Activists Pioneers I buy the right
things where they
• Takinga stand • Exercising concerns are available, like
• Purchasing ethically looking for the
• Getting involved
sustainable mark
4%
• Helping causes • Living ethically on the fish I buy
• Primary • Knowledgeable
• Actively seeking out
º
ªToo many companies think if
It’s much too easy to
pass the buck, we’re all ª
responsible and we all I enjoy finding out about what I can
º 4%
they put a green sticker on it
have to do our bit do to help, I’ve fitted a water butt in
we’ll be convinced
my garden recently to use less water
º
59. In conclusion
A communications planning tool
Onlookers
• Moderately concerned 26% Positive ª environment is a
The
Choosers seriousIt’s not just
business for
Conveniently
Conscious
35%
• Issues
are exaggerated us all.
• Aware and concerned
• Not my responsibility
•A serious issue
• Can make a difference
beardie-weirdies º • The little things
• Disempowered
ª
• No sacrifices
31%
• Looking to broaden green horizons
• Not enough product choice • Secondary
It’s not my responsibility to start • Potentially Primary
ª
worrying about it. They’ll make me
ª I will make any
Who?
be green – they’ll do it, I know it, You do wonder what our small
I often think it’s just one change that saves
whatever happens I’m actively green because I don’t island can do when there’s
big scam to squeeze me a bit of money
want my grandchildren to grow up China and India building new
more out of you
º in a desert, I see it as a moral issue
º
power stations ever week
º
Vocal Principled ª
Activists Pioneers I buy the right
things where they
• Takinga stand • Exercising concerns are available, like
• Purchasing ethically looking for the
• Getting involved
sustainable mark
4%
• Helping causes • Living ethically on the fish I buy
• Primary • Knowledgeable
• Actively seeking out
º
ªToo many companies think if
It’s much too easy to
pass the buck, we’re all ª
responsible and we all I enjoy finding out about what I can
º 4%
they put a green sticker on it
have to do our bit do to help, I’ve fitted a water butt in
we’ll be convinced
my garden recently to use less water
º
Onlookers Conveniently Positive Committed
Conscious Choosers
Where?
60. In conclusion
A communications planning tool
Onlookers
• Moderately concerned 26% Positive ª environment is a
The
Choosers seriousIt’s not just
business for
Conveniently
Conscious Onlookers Conveniently Positive Committed
Conscious Choosers
35%
• Issues
are exaggerated us all.
• Aware and concerned
• Not my responsibility
•A serious issue
• Can make a difference
beardie-weirdies º • The little things
• Disempowered
ª
• No sacrifices
31%
• Looking to broaden green horizons
• Not enough product choice • Secondary Often Feel guilty
It’s not my responsibility to start • Potentially Primary
ª unrepentant
No objection
to green motoring Seek out green about driving
worrying about it. They’ll make me
ª I will make any about driving cars but needs one and seeking a car
Who? What?
You do wonder what our small
be green – they’ll do it, I know it,
I often think it’s just one change that saves but do not currently
whatever happens I’m actively green because I don’t
me a bit of money
island can do when there’s
and are looking that meets all of that gives them
big scam to squeeze want my grandchildren to grow up China and India building new desire green
more out of you
º in a desert, I see it as a moral issue
º
power stations ever week
º for other
motivations
alternatives their needs permission to
drive
Cost saving
Vocal Principled ª Saves on costs. And green too
Activists Pioneers I buy the right
things where they
are available, like
• Taking a stand • Exercising concerns
• Purchasing ethically
looking for the No Compromise
• Getting involved
sustainable mark Green but no compromise
4%
• Helping causes • Living ethically on the fish I buy
• Primary • Knowledgeable
• Actively seeking out
º Inform/Demystify
ªToo many companies think if
It’s much too easy to
pass the buck, we’re all ª This is how we make a car green
responsible and we all I enjoy finding out about what I can
º 4%
they put a green sticker on it
we’ll be convinced
have to do our bit do to help, I’ve fitted a water butt in Permission
my garden recently to use less water
º Drive – and be green
Onlookers Conveniently Positive Committed
Conscious Choosers
Where?
61. In conclusion
A communications planning tool
Onlookers
• Moderately concerned 26% Positive ª environment is a
The
Choosers seriousIt’s not just
business for
Conveniently
Conscious Onlookers Conveniently Positive Committed
Conscious Choosers
35%
• Issues
are exaggerated us all.
• Aware and concerned
• Not my responsibility
•A serious issue
• Can make a difference
beardie-weirdies º • The little things
• Disempowered
ª
• No sacrifices
31%
• Looking to broaden green horizons
• Not enough product choice • Secondary Often Feel guilty
It’s not my responsibility to start • Potentially Primary
ª unrepentant
No objection
to green motoring Seek out green about driving
worrying about it. They’ll make me
ª I will make any about driving cars but needs one and seeking a car
Who? What?
You do wonder what our small
be green – they’ll do it, I know it,
I often think it’s just one change that saves but do not currently
whatever happens I’m actively green because I don’t
me a bit of money
island can do when there’s
and are looking that meets all of that gives them
big scam to squeeze want my grandchildren to grow up China and India building new desire green
more out of you
º in a desert, I see it as a moral issue
º
power stations ever week
º for other
motivations
alternatives their needs permission to
drive
Cost saving
Vocal Principled ª Saves on costs. And green too
Activists Pioneers I buy the right
things where they
are available, like
• Taking a stand • Exercising concerns
• Purchasing ethically
looking for the No Compromise
• Getting involved
sustainable mark Green but no compromise
4%
• Helping causes • Living ethically on the fish I buy
• Primary • Knowledgeable
• Actively seeking out
º Inform/Demystify
ªToo many companies think if
It’s much too easy to
pass the buck, we’re all ª This is how we make a car green
responsible and we all I enjoy finding out about what I can
º 4%
they put a green sticker on it
we’ll be convinced
have to do our bit do to help, I’ve fitted a water butt in Permission
my garden recently to use less water
º Drive – and be green
Onlookers Conveniently Positive Committed
Conscious Choosers
Where? How?
62. There’s more to see…
Database available for free
Contact your relevant GNM
sales representative
Or
Drop your business card in the
box on your way out
Source: