Presented by Stephen Cribbet and Nigel Roth, Further
People are more concerned about the future survival of the planet and society than ever before, but this isn’t shifting the way people shop and consume as much as you think it is. This presentation explores the say-do gap and provides useful methods and techniques that researchers can deploy to surface it and set about changing it.
5. The MindfulConsumer
We feel more vulnerable and
have become increasingly
mindful of our own health,the
wellbeing of family and that
of the planet, and we’re
reshaping how we shop, eat
and travel, and the brandswe
trust and let into ourlives.
7. Content strategy
There are some very real and
‘burning’ considerations for
brands, not least that researchby
GlobalData found that 48% of
consumers were making a
conscious effort to buy less stuff!
8. On average, 70%of consumers
globally say they are more worried
about the environment now than a
year ago and 72%agree that if
ordinary people do not act now to
combat climate change, they willbe
failing future generations. (Ipsos)
11. But why noaction?
84% of UK consumers say that being environmentally
friendly is important to them, yet 68% cannot name a
single environmentally friendly brand
12.
13. Keep it clean
• Virtual qual community of 50participants
in the UK
• Ethnographic, with peeks intotheir
cleaning closet
• Asked to show and describe products
they’re proud of
• Trade-off between green andother
factors
• Framework for what makes aproud
product, to reverse engineerinto
development
Online research community methodology
18. … oh, and finally, 1 out of 50 choices was a green one
‘This ecover product is
my first-choice when
cleaning the oven and
hob; as it defeats burned-
on food stuck on the
services quickly and also,
it's ethically-made (made
in a 'clean, green
factory'). Furthermore, it's
also very effective and
reliable on pans and pots’
16
19. Over-performance
• ‘Iwas [in] shock how quick itbought
the rust off’
• ‘Iwas that amazed Itried it on my
garden patio, and it bought thepaths
up like new’
• ‘Idon’t know if you’re supposed tobut
you can also use it on glass and even
plastic’
• ‘[Wipe] literally anysurface’
Overperformance is relative to
expectations
• Are green
cleaning
product’s claims
too high?
17
criteria for
Proud Products
20. Duality might be key to efficacy perceptions
• ‘Soft and strong at the same time’
• ‘Strong but not abrasive’
• ‘Doesn't scratch but cleans perfectly’
• ‘Power without the damage’
• Are green
cleaning
products missing a
connection?
Duality
18
criteria for
Proud Products
21. Off-label multi-uses drive capability
• ‘Smells great, cleans well, leaves a shine, I mean, perfect’
• ‘Had the whole lot; the fragrance, the power to get it clean,
no residue, no streaks’
• ‘Smell is fresh, and it cleans really well, and never fails’
• ‘It also makes your home smell fresh for hours ‘
• Are green products delivering across
dimensions?
Multi-dimensionality
19
criteria for
Proud Products
26. Recommendations
For research to understand the say-do gap, consider the
following:
1. Begin with a hypothesis that is non-green related – like pride;
2. Avoid questioning that reasons with consumers;
3. Reverse-engineer into a framework which allows you to
construct an optimal green product
27. Recommendations
For markets to change behaviours, consider..
1. Making the future more tangible in order to change our default
responses and rewards for the long-term as opposed to
immediately
2. Minimise the effort to make a different choice and change
product
3. Focus on the impact of change at an individual level