These slides were presented at the Sustainable Brands London 2013 Conference, to view the associated video or listen to the audio of the presentation please visit http://www.sustainablebrands.com/digital_learning/brand_innovation/road-less-travelled-new-paths-mainstream-consumer-engagement

2. The Road Less Travelled
New Paths to Global Mainstream Consumer Engagement
November 18th 2013

3. Inger Kærgaard
The world’s forests meet the social, ecological, and
economic rights and needs of the present generation
without compromising those of future generations.

4. We’ve reached a tipping point

5. Yet we haven’t
spoken to
consumers

6. Is the
problem that
there are too
many?
Or is it that
they lack
‘true meaning’?

7. New Metrics
What if we
measured our
impact in a
different way?

8. The Challenge: Crossing the chasm
Connect to
mainstream with
meaning and personal
relevance without
alienating dark greens
THE BIG
CHASM
(little in
common
SMALL
CHASM
INNOVATORS
EARLY ADOPTERS
Dark/Super
Green
EARLY MAJORITY
LATE MAJORITY
Upper Middle
Green
Lower Middle
Green
LAGGARDS
(GFK: ‘Jaded’ segment)

9. Study design

11. Consumers are concerned: Global level

12. Consumer actions: Everyday life

13. Responsibility and barriers to being green

14. Consumer trust varies

16. Trust in the FSC label

17. gpointstudio
What we’ve seen in ’Merica

18. Universal truths can unite across segments
US positioning:
strong appeal for
mainstream
consumers as well as
for dark greens.
THE BIG
CHASM
(little in
common
SMALL
CHASM
INNOVATORS
EARLY ADOPTERS
Dark/Super
Green
VERY OR
EXTREMELY
APPEALING
88%
EARLY MAJORITY
LATE MAJORITY
Upper Middle
Green
Lower Middle
Green
LAGGARDS
(GFK: ‘Jaded’ segment)
70%
Source: Roundpeg consulting quantitative 2011

19. Parenthood a driver of
green values

20. Companies are moving from
compliance
to
inspiration

21. ‘Uncommon Collaborations’

22. Five Step Summary
1
Don’t mime: Help
others when you see it
happening
2
It is your responsibility:
Build it, they will come
and be more loyal
3
4
5
Don’t go to the party
alone: Choose friends
Cross the chasm:
Universal insights
build bridges
Seek: Uncommon
collaborations

23. Inger Kærgaard
Thank you