Marketing Sustainability to Women
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The document discusses strategies for marketing sustainable products to women. It notes that women control the majority of consumer spending and outlines obstacles to green purchasing like cost, quality concerns, confusion, and lack of availability. It then provides solutions for brands, such as making sustainability claims transparent and third-party verified, explaining higher costs and benefits, and funding initiatives for the environment. Overall brands that authentically promote sustainability while addressing women's priorities could find financial success in the growing green market.
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Marketing Sustainability to Women
- 1. Marketing Sustainability to Women Diane MacEachern Big Green Purse
- 2. Girlfriend Mandy • 40’s • 3 kids • Bethesda, MD Diane MacEachern www.BigGreenPurse.com 2
- 3. Girlfriend Susan • 60’s • 2 daughters • WDC Diane MacEachern www.BigGreenPurse.com 3
- 4. Girlfriend Robyn • 30’s • Single • WDC Diane MacEachern www.BigGreenPurse.com 4
- 5. Girlfriend Sue • 40’s • 2 kids • Suburban MD Diane MacEachern www.BigGreenPurse.com 5
- 6. Me Diane (Me) • 50’s • 2 kids • Suburban MD Diane MacEachern www.BigGreenPurse.com 6
- 7. Question Who are we? Diane MacEachern www.BigGreenPurse.com 7
- 8. Who Are We? CPO’s of the home • 80-85% of all retail consumer purchases • 92% - Groceries • 80% - Home improvements • 55% - Consumer electronics • 52% - New vehicle sales • 50% - Stock market investments (Tom Peters, 2004; Consumer Electronics Assoc., 2004; Road & Travel Web, 2004, Allianz 2006) Diane MacEachern www.BigGreenPurse.com 8
- 9. Who Are We? CPO’s at work • 51% - Professional, manager position • 53% - Purchasing managers, buyers • 58% - Wholesale, retail buyers • 50%+ - Human Resource, Admin dept. heads Diane MacEachern www.BigGreenPurse.com 9
- 10. 6,144 Women – Biggest Spenders By Far 785 646 340 581 296 211 90 Trendsight Diane MacEachern www.BigGreenPurse.com 10
- 11. Diane MacEachern www.BigGreenPurse.com
- 12. Who Are We? Concerned Caretakers • Toxins in utero • Body burden • Victims of environmental disasters • More heart attacks Diane MacEachern www.BigGreenPurse.com 12
- 13. Who Are We? Green Consumers • 50% want more green choices (Frank About Women, G&G, 2007) Diane MacEachern www.BigGreenPurse.com 13
- 14. Goal Use purse to protect the planet Diane MacEachern www.BigGreenPurse.com 14
- 15. Question Will we buy? Diane MacEachern www.BigGreenPurse.com 15
- 16. Obstacles – What? Cost: • Greener products too expensive for 74% (GfK Roper 2007) • I don’t have enough money! Diane MacEachern www.BigGreenPurse.com 16
- 17. Obstacles – What? Cost: • Greener products too expensive for 74% (GfK Roper 2007) • I don’t have enough money! Susan • 60’s • 2 daughters • WDC Diane MacEachern www.BigGreenPurse.com 17
- 18. The Money Pit The Biggest Concerns • Money, health and body image • 54% worry about losing house or not being able to pay rent (Publicis) Diane MacEachern www.BigGreenPurse.com 18
- 19. Obstacles – What? Quality: • “Greener products don’t work well” say 61% (GfK Roper 2007) Diane MacEachern www.BigGreenPurse.com 19
- 20. Obstacles – What? Quality: • “Greener products don’t work well” say 61% (GfK Roper 2007) Robyn • 30’s • Single • WDC Diane MacEachern www.BigGreenPurse.com 20
- 21. Green STINKS! • CFLs • Organic cotton clothes • Paper Diane MacEachern www.BigGreenPurse.com 21
- 22. Obstacles – What? Confusion: • Vast majority don’t really know what to do Diane MacEachern www.BigGreenPurse.com 22
- 23. It’s Confusing! • “As much as terms have been tossed around, many people … are unclear as to what they mean.” • “Eco-friendly, fuel-efficient, biodegradable, natural are used in different categories to emphasize green, but can confuse and cloud the mind of consumers.” (Landor Study) Diane MacEachern www.BigGreenPurse.com 23
- 24. Obstacles – What? (In)convenience: • Supply not available • Organic food: 3.5% • Shade coffee: 2% • Efficient cars: 5% Diane MacEachern www.BigGreenPurse.com 24
- 25. Obstacles Comfort/Completeness: • All or nothing at all • Women feel more guilty (Yale, UK) Diane MacEachern www.BigGreenPurse.com 25
- 26. Obstacles – Why? Producers’ Credibility Gap “Almost all companies are saying that they are environmentally-friendly, and it’s hard to know who’s telling the truth.” • General Public – 77% • LOHAS Consumers – 88% (NMI – 2007 LOHAS Consumer Trends Database) Diane MacEachern www.BigGreenPurse.com 26
- 27. Obstacles – Why? Producers’ Credibility Gap • Over promise / Under deliver “Compostable” water bottles? I don’t think so!! Diane MacEachern www.BigGreenPurse.com 27
- 28. Obstacles – Why? Producers’ Credibility Gap • Over promise / Under deliver • Myths percolate, perpetuate “Compact fluorescent bulbs could kill me!” Diane MacEachern www.BigGreenPurse.com 28
- 29. Obstacles Producers’ Credibility Gap • Over promise / Under deliver • Myths percolate, perpetuate • Intangible vs. tangible “Better environment” vs. Packaging Diane MacEachern www.BigGreenPurse.com 29
- 30. Negative “Word of Mouth” • “Brands better at figuring out what I want/need” – 53% • “Advertisers don’t understand me” – 72% (Publicis) Diane MacEachern www.BigGreenPurse.com 30
- 31. Negative “Word of Mouth” • “Brands better at figuring out what I want/need” – 53% • “Advertisers don’t understand me” – 72% (Publicis) Mandy • 40’s • 3 kids • Bethesda, MD Diane MacEachern www.BigGreenPurse.com 31
- 32. Why Does “WOM” Matter? • For average business, every 1 point increase in WOM advocacy = £8.2 mm sales increase • 1% reduction in negative WOM = £24.84 mm in additional revenues (London School of Economics) Diane MacEachern www.BigGreenPurse.com 32
- 33. Why Does “WOM” Matter? • Brands with the most conversations in their category grow 4x faster than the category average (LSE) • Increasing conversations by 12% doubles sales growth (Bain) Diane MacEachern www.BigGreenPurse.com 33
- 34. Look Who’s Talking! Conversation is how women get, give information 8,000 20,00 words vs. 0 words per day per day Diane MacEachern www.BigGreenPurse.com 34
- 35. Look Who’s Talking! Women • Not just in person: 36.2 million in the blogosphere (15.1 million write own blogs; 21.1 million read, comment) Diane MacEachern www.BigGreenPurse.com 35
- 36. What are we saying? Women • 84% tell others when they’ve had a great brand experience • 75% “often or all the time” talk about brands they feel strongly about • 50% will tell people about brands they love even when not asked (Publicis) Diane MacEachern www.BigGreenPurse.com 36
- 37. What Are We Saying? Men Women • product reviews, • product advice, news reports lifestyle suggestions Diane MacEachern www.BigGreenPurse.com 37
- 38. Obstacles WHAT? WHY? • Cost • Credibility gap • Quality • Overpromise/underdeliver • Confusion • Perpetuate myths • (In)convenience • Stress intangibles • All/Nothing at all Diane MacEachern www.BigGreenPurse.com 38
- 39. Solutions to make a green brand Diane MacEachern www.BigGreenPurse.com 39
- 40. Solutions Be Bold! • Urge customers to buy 20% less Diane MacEachern www.BigGreenPurse.com 40
- 41. Solutions Be Bold! • Urge customers to buy 20% less • “Miracle on 34th Street” Diane MacEachern www.BigGreenPurse.com 41
- 42. Solutions Pay Attention • Buy Nothing Day – 2002: Canada – 2007: 65 Countries Diane MacEachern www.BigGreenPurse.com 42
- 43. Solutions Walk the walk Diane MacEachern www.BigGreenPurse.com 43
- 44. Solutions Make choice easy • 3rd party certification Diane MacEachern www.BigGreenPurse.com 44
- 45. Solutions Make choice easy • 3rd party certification • LCA sustainability standards Diane MacEachern www.BigGreenPurse.com 45
- 46. Solutions Tell it like it is – at point of purchase, online • Admit you’re better, not perfect • Explain higher costs…and higher benefits Diane MacEachern www.BigGreenPurse.com 46
- 47. Solutions Tell it like it is – at point of purchase, online • Admit you’re better, not perfect • Explain higher costs…and higher benefits Sue • 40’s • 2 kids • Suburban MD Diane MacEachern www.BigGreenPurse.com 47
- 48. Solutions Fund the transition: • 1% for the planet? • 2% for the future? Diane MacEachern www.BigGreenPurse.com 48
- 49. Who’s Doing It Right? Best Buy – “Jill” store, Eden Prairie • Re-designed store environment – Earth-toned carpeting, toned-down music – Hired more female employees – Trained all employees how to talk with women • Open-ended questions, aimed at creating conversations • “Month after month, ranks top in nation, based on sales & profits” • Expanded concept nationwide Diane MacEachern www.BigGreenPurse.com 49
- 50. Who’s Doing It Right? Bon Ami • Cleans almost everything • Nothing toxic • Third-party verified • Affordable • Transparent communications Diane MacEachern www.BigGreenPurse.com 50
- 51. Who’s Doing It Right? Stonyfield Farms • fossil-fuel free • third-party verified • satisfies real need • creates community • built-in philanthropy Diane MacEachern www.BigGreenPurse.com 51
- 52. Who’s Doing It Right? Forbo Marmoleum Flooring •SMaRT Certified •Transparent info •Cost-effective (replace a tile vs. the whole floor) •Positive word-of-mouth Diane MacEachern www.BigGreenPurse.com 52
- 53. What’s In It For You? Make money • LOHAS market: $209 Billion • P&G: $20 Billion by 2013 Save money • Wal-Mart: $10B through less packaging Brand Expansion & Consumer Loyalty • Clorox Green Works: Jan to Mar 2008 $6M Diane MacEachern www.BigGreenPurse.com 53
- 54. What’s In It For Us? Diane MacEachern www.BigGreenPurse.com 54
- 55. How to make a green brand: • Promote 20% less • Get certified • Walk the walk • Tell it like it is • Fund the transition Diane MacEachern www.BigGreenPurse.com 55