Presentation on market research regarding people's attitudes and feelings toward sustainability, by Mindclick. Learn more about Sustainable Business & Design at: http://sustainablelifemedia.com

1. Consumers v.
Business:
Crossing the Green Chasm
JoAnna Abrams
John Burshek
Mindclick Group

2. Are Consumers There?
Do they know where you are?
1928
2004
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3. Over 60% Are
Believers
And they account for $522 Billion in discretionary spending:
Market Size
Total Annual Expenditures: Enthusiasts Alarmists
$3.3 Trillion*
Discretionary Expenditures: Active
$522 Billion*
Awares
Concern for Global Warming
*Source: US Dept of Labor Statistics
Passive
2005
Awares
Indifferents
Non
Believers
Importance Beliefs to Reduce Global Warming
Source: © 2008 MindClick Consumer Global Warming Monitor™
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4. Consumers Are Engaged
Regardless of Beliefs
Enthusiasts Alarmists
% Taking “Green” Actions
Passive Active
Concerns Concerns
Indifferents
Non-
Believers
6 -7 green actions 10-11 green actions
Average Number of “Green” Actions
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Source: © 2008 MindClick Consumer Global Warming Monitor™
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5. Proven By Their Actions
70
60
60 58
49
50
44 43
40 36 35
31
30 26
20
13
10
4
0
Recycled Installed Washed Sw itched off Recycled Received Reduced Sw itched to Adopted Com posted Calc envir
paper, glass energy clothes in electronics at technological statem ents bottled re-usable Reduce, footprint
and plastic efficient cold w ater night w aste online w ater/single bags for Reuse,
lights/bulbs products serve drink grocery Recycle
purchases shopping approach for
fam ily
Action/Product can be Mass Market Successful (36%)
Action/Product can be Niche Market Successful (15%)
Current U.S. Market penetration of the Internet
Source: © 2008 MindClick Consumer Global Warming Monitor™ 5 PROPRIETARY & CONFIDENTIAL
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6. And Their Purchases
70
60
50
40 37 36
32
30
19 19
20 15
9
10 6
1
0
Purchased Purchased in Purchased Purchased Purchased Purchased Purchased a Purchased Purchased a
higher bulk vs single produce from organic organic Milk organic new vehicle organic hybrid
concentrate serving farmer's cleaning health and that is more clothing, vehicle
laundry market or supplies beauty fuel efficient towels,
detergent locally grown products sheets, etc
outlets
Action/Product can be Mass Market Successful (36%)
Action/Product can be Niche Market Successful (15%)
Current U.S. Market penetration of the Internet
Source: © 2008 MindClick Consumer Global Warming Monitor™ 6 PROPRIETARY & CONFIDENTIAL
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7. Engaged--Despite Lack
of Belief In Impact
Only 17% believe what they’re doing is making a difference!
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Source: © 2008 MindClick Consumer Global Warming Monitor™
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8. And Willing To Go
Farther
Will consumers respond to simple yet radical ideas and
concepts? They say YES!!
To reduce waste and take care of the 44% are highly likely to purchase coffee
environment, 55% are highly likely to from a different brand than their usual if
switch to another milk brand that offered it offered a reusable mug program vs.
reusable glass bottles. disposable cups.
Source: © 2008 MindClick Consumer Global Warming Monitor™ 8 PROPRIETARY & CONFIDENTIAL
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9. Regardless of Belief In
Global Warming
• Why are you likely to purchase coffee from Brand X based on a reusable mug
program?
– “...shows the company is taking global warming seriously...it gives every day people something they
CAN do easily. There would be no excuse not to make that little bit of effort to carry your mug.”
– “Sounds like a good initiative, even though i don't buy into all this global warming mumbo-jumbo,
i still like to do things that are good for the environment.”
– “Don't give a crap about recycling, but it creates a bond between all the customers and the staff at
Brand X.”
– “better for the environment and easier on my conscience”
– “i like their idea and their initiative. its nice to see a company go out on a limb a bit to help the
environment”
– “Not because it's reusable or earth friendly, but because it sounds like a good program assuming
that there is NO extra cost to the consumer.”
– “Why not, we drink out of coffee cups in restaurants that have been used before, what's the difference?
AND, of course it would create less garbage!”
– “sounds cool and very customer-oriented on top of caring for the environment”
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Source: © 2008 MindClick Consumer Global Warming Monitor™
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10. Consumers Believe We’re
All Accountable
Consumers hold government, business and individuals equally
responsible for changing behavior, habits and practices :
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Source: © 2008 MindClick Consumer Global Warming Monitor™
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11. And Don’t Believe
Business Is Delivering
Only 16% believe that businesses are working to address the problems
of global warming.
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Source: © 2008 MindClick Consumer Global Warming Monitor™
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12. Why The Disconnect?
“Green” terms are failing to connect with consumers.
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Source: © 2008 MindClick Consumer Global Warming Monitor™ 12

13. Too Much Jargon
All the consumer “gets” in this ad is: Another place on
the coast to live. The rest . . . confusion.
Homes will truly “fit” here,
blending ecologically and
naturally into the unmatched
pristine setting and will be
built of concrete
(www.polysteel.com) with
sustainable, energy-efficient
designs and the newest eco-
density™ concepts.
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14. And Lack of
Innovation
Slapping A “Green” Label On An Existing Product Doesn’t Fool Anyone
Go “green” this summer!
Ride any of these ZERO-
emission vehicles & have fun
reducing your carbon footprint!
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15. The Great Green Chasm
Expectations vs. Beliefs
66% Believe Business Needs to Change 16% Believe Businesses Are Doing so
Actions vs. Attitudes
77% Engaged in “Green” Activities/Purchases 40% Don’t Believe
Language vs. Jargon
Reduce, Reuse, Recycle Certified, Sustainable, Carbon Neutral
Consumer “Green” Concepts vs. Business “Green” Concepts
Innovation, Simple, Easy Green Labels/Minor Product Changes
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16. Is Anyone Getting
There?
While differences in awareness, image and influence exist in consumer’s
minds between companies, NO company or product is a real overall leader:
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17. Toyota & Whole Foods
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18. Bridging The Chasm
Push the envelope on product development and
innovation and see how far your target
audience is willing to go
Position/package based on understanding the
“green” perspective of your target audience
Create “green” messages that are
understandable, believable, trustworthy and
relevant
Be mindful of balance between delivering
basic expected benefits and “green”
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19. MindClick’s
Sustainability Practice
Designed and created to give companies a definitive understanding of the
success potential of current green initiatives.
Provides a competitive positioning map of a company’s green initiatives
against primary industry competitors.
Answers the question, is your company a true leader or simply riding the
wave of changing consumer’s behavior and attitudes?
Establishes a benchmarked protocol for testing creative messaging,
advertising and other marketing communication to maximize effectiveness.
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