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SB11 - Plenary - Raphael Bemporad

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SB11 - Plenary - Raphael Bemporad

  1. 1. Meet the New Consumers: Five Marketplace Trends That Will Shape the Green Economy and Change the Future of Branding<br />Raphael Bemporad, BBMG<br />Mitch Baranowski, BBMG<br />
  2. 2. UNLEASHED.<br />How New Consumers will Revolutionize Brandsand Scale Sustainability<br />JUNE 10, 2011 <br />
  3. 3. 3<br />3<br />
  4. 4. 4<br />4<br />
  5. 5. 5<br />So, who are <br />New Consumers? <br />And why are they so special, anyway?<br />
  6. 6.
  7. 7. 7<br />Activities...<br />In-Depth Surveys<br />Home Audits<br />Shopping Basket Exercises<br />Photo Journals<br />Product Testing<br />Campaign Co-Creation<br />2,650<br />Conversations<br />Introduction<br />
  8. 8. 8<br />THE NEW CONSUMER AT-A-GLANCEOLD CONSUMERS VS. NEW CONSUMERS<br />Meet The New Consumers<br />
  9. 9. 9<br />THE NEW CONSUMER AT-A-GLANCESEGMENTATION<br />Meet The New Consumers<br />
  10. 10. 10<br />THE NEW CONSUMER AT-A-GLANCEEARLY ADOPTERS<br />Meet The New Consumers<br />
  11. 11. 11<br />Meet the New Consumers<br />
  12. 12. 12<br />Meet the New Consumers<br />
  13. 13. 13<br />NEW CONSUMER MANIFESTO<br />The decisions I make each day have lasting effects. I think about the social and environmental consequences of what I buy, and try to purchase from brands that align with my values.<br />Meet the New Consumers<br />
  14. 14. 14<br />14<br />
  15. 15. 15<br />TAKEAWAY<br />15<br />
  16. 16. 16<br />SEEKING TOTAL VALUE<br />Bottom line: products have to work. Finding quality products that work well and limit their impact on the environment – that’s a bonus and a great win-win.<br />Jorge, New York, NY<br />Takeaway 1: Deliver Total Value<br />
  17. 17. 17<br /> INNOVATION FOR STYLE, SUSTAINABILITY ... AND DELIGHT<br />Takeaway 1: Deliver Total Value<br />
  18. 18. 18<br />DELIVER THE ‘TRIPLE VALUE PROPOSITION’<br />PRACTICAL<br />PracticalHow does this brand improve my life? <br />Social/EnvironmentalHow does this brand help me make a difference in the world? <br />TribalHow does this brand connect me to a community that shares my values, hopes and aspirations?<br />TRIPLEVALUEPROPOSITION<br />SOCIAL<br />TRIBAL<br />Takeaway 1: Deliver Total Value<br />
  19. 19. 19<br />TAKEAWAY<br />19<br />
  20. 20. 20<br />INTENTION: WHAT THEY CONSIDER<br />Health & Safety<br />Quality<br />Recyclable<br />Price<br />Fair Labor<br />Local<br />Convenience<br />Sarah, Kansas City, MO<br />Takeaway 2: Paint a Bigger Picture<br />
  21. 21. 21<br />EXTENSION: WHO THEY CONSIDER<br />Self<br />Family<br />Community<br />Nation<br />Planet<br />Takeaway 2: Paint a Bigger Picture<br />
  22. 22. 22<br />ASKING, ‘WHAT’S IN IT FOR we?’<br />From singular product to company purpose.<br />Thinking holistically. Seeing Interconnections. <br />Asking, ‘WIFW’?<br />Takeaway 2: Paint a Bigger Picture<br />
  23. 23. 23<br />TAKEAWAY<br />Takeaway 3:<br />Be Their Champion<br />New Consumers are taking control. In the context of economic challenge, New Consumers seek ways to declare their independence and create their own solutions.<br />23<br />
  24. 24. 24<br />SEEKING FREEDOM, AUTONOMY & SECURITY<br />We got some chickens at the county fair and get fresh eggs from them. They eat our leftovers and give a lot in return. It’s taught our children about other options than just going to the store and buying.<br />Joseph, CA<br />24<br />Takeaway 3: Be Their Champion<br />
  25. 25. 25<br />SAVING MONEY, LEARNING NEW SKILLS & CONNECTING WITH OTHERS<br />From singular product to company purpose.<br />Thinking holistically. Seeing Interconnections. <br />Asking, ‘WIFW’?<br />Takeaway 3: Be Their Champion<br />
  26. 26. 26<br />Takeaway 4:<br />Make More Out of Less<br />TAKEAWAY<br />New Consumers want simplicity and meaning -- redefining consumption toward collaboration, community and citizenship.<br />26<br />
  27. 27. 27<br />RETHINKING CONSUMPTION<br />I have too much stuff. I can feel it psychologically weighing me down. My basement is full and it’s so overwhelming. Experiences are a much better way to spend time and money than buying stuff.<br />Stephanie<br />27<br />Takeaway 4: Make More Out of Less<br />
  28. 28. 28<br />ACCESS OVER OWNERSHIP<br />Creating a Better World, One Couch At A Time<br />Takeaway 4: Make More Out of Less<br />
  29. 29. 29<br />TAKEAWAY<br />Takeaway 5:<br />Invite Them In<br />Participation is the new consumption. And New Consumers want brands to invite them in to imagine, invent and influence a new marketplace.<br />29<br />
  30. 30. 30<br />BEYOND CONSUMER TO CO-CREATOR & CITIZEN<br />Takeaway 5: Invite Them In<br />
  31. 31. 31<br />31<br />
  32. 32. 32<br />RECAPPING THE five takeaways<br />1. Deliver Total Value<br />2. Paint a Bigger Picture<br />3. Be Their Champion<br />4. Make More Out of Less<br />5. Invite Them In<br />
  33. 33. Thanks!<br />Raphael Bemporad <br />@itsBBMG @rbemporad<br />rbemporad@bbmg.com<br />Mitch Baranowski<br />@itsBBMG @whichmitch<br />mbaranowski@bbmg.com<br />