Transcript Green Marketing June 2010

Green Marketing
June 2010
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Team Assignment
You are the Marketing VP for a firm (your choice) that
is committed to Sustainable Development, has
implemented many Sustainable Initiatives, does
Sustainability Reporting, etc.
Your CEO has asked you to come to Executive Team
meeting with two sets of recommendations as part of
a Green Marketing Plan:
– Which Market Segments should your firm target?
– What are the Marketing Messages for the targeted
segments?
After the break, each team will have 15 minutes to
prepare and then 15 minutes to present their
recommendations.
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SOURCES
“An Introduction To Green Marketing” by
Polonsky, Michael Jay, University of
Newcastle, Australia, 1994
Videos:
– The Effects of Green Marketing (4 minutes)
– Six Sins of Green Washing (6 minutes)
“It’s Not Easy Being Green……Or, Is It?” by
Rockbridge Associates, US, 2008
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Green or Environmental Marketing
Consists of all activities designed to generate
and facilitate any exchanges intended to
satisfy human needs or wants, such that the
satisfaction of these needs and wants occurs,
with minimal detrimental impact on the
natural environment. [Polonsky 1994b, 2]
Incorporates a broad range of activities,
including:
–
–
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product modification/innovation
changes to the production process,
packaging changes,
as well as modifying advertising.
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Green or Environmental Marketing
Looks at how marketing activities utilize
limited natural resources, while satisfying
consumers wants, both of individuals and
industry, as well as achieving the selling
organization's objectives.
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WHY GREEN MARKETING?
1. Organizations perceive environmental marketing to be an
opportunity that can be used to achieve its objectives [Keller
1987, Shearer 1990];
2. Organizations believe they have a moral obligation to be more
socially responsible [Davis 1992,Freeman and Liedtka 1991,
Keller 1987, McIntosh 1990, Shearer 1990];
3. Governmental bodies are forcing firms to become more
responsible [NAAG 1990];
4. Competitors' environmental activities pressure firms to change
their environmental marketing activities [NAAG 1990]; and
5. Cost factors associated with waste disposal, or reductions in
energy and material usage forces firms to modify their behavior
[Azzone and Manzini 1994].
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OPPORTUNITIES
A 1994 study in Australia found that 84.6% of
the sample believed all individuals had a
responsibility to care for the environment.
A further 80% of this sample indicated that
they had modified their behavior, including
their purchasing behavior, due to
environmental reasons [EPA-NSW 1994].
As demands change, many firms see these
changes as an opportunity to be exploited.
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US Federal Trade Commission
Firms using green marketing must ensure
that their activities are not misleading to
consumers or industry, and do not breach
any of the regulations or laws dealing with
environmental marketing.
Green marketing claims must;
 Clearly state environmental benefits;
 Explain environmental characteristics;
 Explain how benefits are achieved;
 Ensure comparative differences are justified;
 Ensure negative factors are taken into consideration; and
 Only use meaningful terms and pictures.
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Videos
The Effects of Green Marketing: Consumer
Trends Drive Profit (4:13 minutes)
www.youtube.com/watch?v=xj1TqhJLaQI&feature=related
Six Sins of Green Washing (6 minutes)
www.youtube.com/watch?v=Fnh1Y06DGCs&feature=related
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It’s Not Easy Being Green…
…Or, Is It?
Presented by:
Charles L. Colby
Joe Bates
Joe Taliuaga
Rockbridge Associates, Inc.
17th Annual Frontiers in Service Conference
October 3, 2008
For more information, contact:
Joe Bates, VP
703-757-5213 ext. 14
[email protected]
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A Little About Us…
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Rockbridge Overview
Full Service Market Research Consultancy
– Founded in 1992, based in Washington, DC area
Our Practice Areas
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Product Optimization & Concept Testing
Customer Satisfaction and Retention
Positioning and Communications Research
Market Segmentation
Website Usability
Proud Member of
Rockbridge
specializes in
services,
technology
and media
sectors
Corporate Partner
Center for Excellence in Service
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Background & Methodology
Rockbridge’s National Technology Readiness Survey
(NTRS) has gathered consumers’ opinions and usage of
technology since 1999
The study is co-sponsored by the Center for Excellence
in Service, R. H. Smith School of Business, University of
Maryland
Methodology:
– Representative survey of U.S. adults (18+ years)
– 1025 consumers surveyed in Fall 2007
• 500 by telephone (random-digit-dialing)
• 525 by a representative web panel
– Results weighted by demographics and by type of internet/phone
access
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Why Does Green Matter?
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Americans Believe in
Environmental Stewardship
I want to protect the
environment for the benefit of
future generations
The Earth belongs to humanity
to do with as it pleases
Source: National Technology Readiness Study, Rockbridge Associates, December 2007
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Will The Green Trend Last?
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Chances Are Good
California has been leading the way
in enacting green laws:
• Mandated recycling of TVs and monitors
• Requiring retailers to take back plastic bags
• Almost outlawed incandescent light bulbs
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Green Sentiment Runs High
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Is There An Environment “Problem”?
% Who Agree With Statement
85%
69%
The evidence of global warming
is real
More needs to be done to curb
air and water pollution in our
country
Source: National Technology Readiness Study, Rockbridge Associates, December 2007
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Can Something Be Done?
Consumers believe collective action will work
And regulation will not hurt
Source: National Technology Readiness Study, Rockbridge Associates, December 2007
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Can Technology Help?
There is strong faith in technology
Green tech helps the economy…
The internet gives us a medium to work together
…while more efficient products and services help the wallet
Source: National Technology Readiness Study, Rockbridge Associates, December 2007
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What is the Potential for Green
Products and Services?
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Service Technology Empowers
Consumers to Be Green
Recycle/refurbish old computer
58%
% Who Have Done
% Maximum Potential Incidence
Replace paper financial statements
with electronic
51%
58%
Access online pub instead of print
version
46%
52%
Replace paper utility statement with
electronic
42%
52%
Switch to electricity based on
clean/renewable resources
33%
53%
Opportunities for
financial
services, utilities,
IT firms,
publishers
31%
Telecommute
Power company controlled air
conditioner
73%
44%
21%
34%
Source: National Technology Readiness Study, Rockbridge Associates, December 2007
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There is an Emerging Market for Green
Products
Many include making homes and transportation
greener Energy saving % Who Have Own
69%
lighting
Programmable
thermostat
45%
66%
High efficiency
heating
37%
64%
High efficiency
cooling
33%
60%
Home water
purification system
29%
52%
20%
High MPG vehicle
Weather station
Eco-Friendly Home
80%
% Maximum Potential Incidence
43%
10%
41%
10%
39%
Many Energy-Related Products and Services
Have Potential for Long Range Growth
A third of consumers are interested (or already own)
an alternative fuel vehicle and solar heating systems
Hybrid fuel
vehicle
Potential is
Unrealized
Solar home
heating
34%
8%
34%
3%
32%
Trash
compactor
Bio-powered
vehicle
Remote home
system control
Green financial
investments
35%
3%
Natural gas/
electric vehicle
Solar water
heater
% Who Own
% Maximum
4%
7%
29%
4%
27%
3%
23%
4%
17%
Where is the Services Opportunity?
We estimate $104 Billion annual market for
green products
Opportunities:
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Green mortgages
Green home equity loan
Green vehicle financing
Partnerships with energy companies
Securities backed by these investments
Fidelity’s strategy in this area?
Many Are Turning to the Web for Help
% Who Have Done It In Past 12 Months
27%
Got gas mileage info
Opportunities for
online content to
help consumers
find green
solutions and
network with
other greenminded
consumers
24%
Researched public transit options
23%
Looked up green tips for home
21%
Visited site of environmental org
18%
Researched candidates' enviro views
Got recycling info
17%
Visited co website for green views
17%
16%
Obtained appliance energy ratings
8%
Environment forums
Donated to political campaign
Researched car pools
5%
4%
Source: National Technology Readiness Study, Rockbridge Associates, December 2007
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Segmenting the Green Market
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Key Questions
Who is driving the green movement?
What is the role of innovativeness (if any) in
driving the movement?
?
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A “Green Segmentation” of the Market
1 out of 10 adults – “Green Tech Leaders” – are influencers
– They also embrace technology and believe in its ability to solve problems
Another 2 out of 10 – “Green Tech Followers” – are deeply committed to
green issues and view technology as playing a role
7%
Green Tech Leaders
10%
18%
22%
Green Tech Followers
Tech Savvy Green Sympathizers
Enviro-Friendly Skeptics
Naïve Consumers
12%
Anti-Greens
31%
Source: National Technology Readiness Study, Rockbridge Associates, December 2007
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Psychographic Profile of 6 Segments
Commitment
to Green
Influence
Absence of
Skepticism
Love of
Tech
Green Tech Leaders
High
High
High
High
Green Tech
Followers
High
Low
High
Medium
Medium
Low
Medium
High
High
Low
Skeptical
Low
Medium
Low
Medium
Low
Low
Low
Skeptical
Medium
Tech-Savvy
Sympathizers
Enviro-Friendly
Skeptics
Naïve Consumers
Anti-Greens
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Commitment: “I Encourage Friends / Family to Be
Environmentally Friendly”
% Who Agree With Statement
98%
Green Tech Leaders
89%
Green Tech Followers
Tech Savvy Green
Sympathizers
50%
88%
Enviro-Friendly Skeptics
Naïve Consumers
Anti-Greens
41%
6%
Source: National Technology Readiness Study, Rockbridge Associates, December 2007
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Influence: “Others Come to Me For Advice
on Being Green”
% Who Agree With Statement
50%
Green Tech Leaders
26%
Green Tech Followers
Tech Savvy Green
Sympathizers
9%
22%
Enviro-Friendly Skeptics
Naïve Consumers
Anti-Greens
2%
0%
Source: National Technology Readiness Study, Rockbridge Associates, December 2007
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Influence: The Use of Social Media
% Who Agree With Statement
50%
Green Tech Leaders
Green Tech Followers
17%
Tech Savvy Green
Sympathizers
Enviro-Friendly Skeptics
Naïve Consumers
Anti-Greens
Green Tech
Leaders influence
others through
social media
35%
Anti-Greens also
use social
media, and may
influence others
on their views
21%
20%
53%
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Skepticism: “There Is Nothing Anyone Can Do
To Prevent Global Warming”
% Who Agree With Statement
Green Tech Leaders
Green Tech Followers
Tech Savvy Green
Sympathizers
7%
2%
25%
46%
Enviro-Friendly Skeptics
Naïve Consumers
17%
Anti-Greens
63%
Source: National Technology Readiness Study, Rockbridge Associates, December 2007
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Love of Tech: “Other People Come to Me for
Advice on New Technology”
% Who Agree With Statement
96%
Green Tech Leaders
21%
Green Tech Followers
Tech Savvy Green
Sympathizers
58%
31%
Enviro-Friendly Skeptics
Naïve Consumers
Anti-Greens
1%
28%
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Profile of Green Segments
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Green Tech Leaders – 10% of Market
How They Think








Important to be green
Early Adopters
Technology can save us
Green gadgets are cool
Like trying new green tech
Do research and influence
others on green products
Like doing business with
green companies
Green is good for the wallet
Who They Are




Younger
More likely to have kids
Tech professions
Higher incidence of
•
•
•
•

work PC use
home networks
high-speed home Internet
access Internet on the go
Higher web “presence”
and subscriptions to
online music and video
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Green Tech Followers – 18% of Market
How They Think

Adamant about protecting
the environment
 People must reduce their
impact on the environment
 Green gadgets are fun
 Like trying new green
technologies
 Research green products
 Like dealing with green cos.
 Green is good for the wallet
Who They Are
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




Older
Female
Higher home
ownership rates
Lower incidence of
cell-only households
Spend fewer hours
online
Lower web
“presence”
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Other Relevant Green Segments
Tech-Savvy Green
Enviro-Friendly
Sympathizers (31%)
Skeptics (12%)
 Care about the environment  Adamant about being green
 Early adopters of
 Technophobic
technology
 Technology may worsen our
 NOT green activists or
problems, not sure what to do
boosters, but sympathetic  Want proven technologies to
 Like doing business with
help the environment
green companies
 Research green products
 Green is good for the wallet
 Like dealing with green cos.
 Skew younger, male, heavy
 Green is good for the wallet
users of technology
 Skew older, less techy
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Segments Where Green is Less Relevant
Naïve Consumers (22%)
Anti-Greens (7%)
 Hold “socially acceptable”
 Not committed to
opinions, but no urge to act
environmental issues
 More concerned with
 Don’t care about green
getting by on a day to day
technologies or products
basis than being green
 More concerned with getting
 Many are technophobic
by on a day to day basis
 Low interest/awareness of
 Environmental activists are
green tech or products
irresponsible; the Earth
belongs to humanity
 Will avoid using green
technologies until they are  Oppose regulation
proven
 Skew younger
 Skew female, less techy
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Deploying a Green
Services Marketing Strategy
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Will Green Marketing Help a Company?
Yes! …but they have to be sincere!
% Who Agree With Statement
68%
I like to do business with
companies that are
environmentally responsible
Source: National Technology Readiness Study, Rockbridge Associates, December 2007
72%
I resent companies that say they
care about the environment but
don't mean it
Example: Online Financial Statements
85%
78%
70%
60%
63%
65%
Use Now
Potential
56% 56%
45%
40%
35%
31%
Green Tech
Leaders
Green Tech
Followers
Tech-Savvy
Green
Sympathizers
Enviro-Friendly
Skeptics
Naïve
Consumers
Anti-Greens
Example: Green Investments
33%
32%
Own Now
Potential
15%
13%
12%
9%
6%
5%
2%
2%
3%
0%
Green Tech
Leaders
Green Tech
Followers
Tech-Savvy
Green
Sympathizers
EnviroFriendly
Skeptics
Naïve
Consumers
Anti-Greens
To Sum It Up…
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To Sum It Up…
Consumers care about the environment, even if some are only joining the
bandwagon to be PC
Embracing technology and being green are not mutually exclusive
ideologies
When marketing green products and services, focus on the following
messages:
– Your company cares about the environment (and you have to back this up with
actions that show it)
– If we all work together, we can have an impact
– Your product is environmentally conscious
– Buying your product will not only help the environment, it is good for the
consumers’ wallets
Target Green Tech Leaders with your message
– They will evangelize on your behalf
– Social media is key
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Questions?
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