Green Marketing June 2010

Green Marketing
June 2010
1
Team Assignment
4u are the Marketing VP f4r a firm (y4ur ch4ice) that
is c4mmitted t4 Sustainable Devel45ment, has
im5lemented many Sustainable nitiatives, d4es
Sustainability Re54rting, etc.
4ur CEO has asked y4u t4 c4me t4 Executive Team
meeting with tw4 sets 4f rec4mmendati4ns as 5art 4f
a Green Marketing Plan:
Which Market Segments sh4uld y4ur firm target?
What are the Marketing Messages f4r the targeted
segments?
After the break, each team will have 15 minutes t4
5re5are and then 15 minutes t4 5resent their
rec4mmendati4ns.
2
SOURCES
An ntr4ducti4n T4 Green Marketing by
P4l4nsky, Michael Jay, University 4f
Newcastle, Australia, 1994
Vide4s:
The Effects 4f Green Marketing (4 minutes)
Six Sins 4f Green Washing (6 minutes)
t's N4t Easy Being Green..Or, s t? by
R4ckbridge Ass4ciates, US, 2008
3
Green or EnvironmentaI Marketing
C4nsists 4f all activities designed t4 generate
and facilitate any exchanges intended t4
satisfy human needs 4r wants, such that the
satisfacti4n 4f these needs and wants 4ccurs,
with minimal detrimental impact on the
natural environment. [P4l4nsky 1994b, 2]
nc4r54rates a br4ad range 4f activities,
including:
5r4duct m4dificati4n/inn4vati4n
changes t4 the 5r4ducti4n 5r4cess,
5ackaging changes,
as well as m4difying advertising.
4
Green or EnvironmentaI Marketing
44ks at h4w marketing activities utilize
limited natural resources, while satisfying
c4nsumers wants, b4th 4f individuals and
industry, as well as achieving the selling
4rganizati4n's 4bjectives.
5
GREEN MARKETING?
1. Organizati4ns 5erceive envir4nmental marketing t4 be an
4554rtunity that can be used t4 achieve its 4bjectives [Keller
1987, Shearer 1990];
2. Organizati4ns believe they have a m4ral 4bligati4n t4 be m4re
s4cially res54nsible [Davis 1992,Freeman and iedtka 1991,
Keller 1987, Mcnt4sh 1990, Shearer 1990];
3. G4vernmental b4dies are f4rcing firms t4 bec4me m4re
res54nsible [NAAG 1990];
4. C4m5etit4rs' envir4nmental activities 5ressure firms t4 change
their envir4nmental marketing activities [NAAG 1990]; and
5. C4st fact4rs ass4ciated with waste dis54sal, 4r reducti4ns in
energy and material usage f4rces firms t4 m4dify their behavi4r
[Azz4ne and Manzini 1994].
6
OPPORTUNITIES
A 1994 study in Australia f4und that 84.6% 4f
the sam5le believed all individuals had a
res54nsibility t4 care f4r the envir4nment.
A further 80% 4f this sam5le indicated that
they had m4dified their behavi4r, including
their 5urchasing behavi4r, due t4
envir4nmental reas4ns [EPA-NSW 1994].
As demands change, many firms see these
changes as an 4554rtunity t4 be ex5l4ited.
7
US FederaI Trade Commission
Firms using green marketing must ensure
that their activities are n4t misleading t4
c4nsumers 4r industry, and d4 n4t breach
any 4f the regulati4ns 4r laws dealing with
envir4nmental marketing.
Green marketing claims must;
Clearly state envir4nmental benefits;
Ex5lain envir4nmental characteristics;
Ex5lain h4w benefits are achieved;
Ensure c4m5arative differences are justified;
Ensure negative fact4rs are taken int4 c4nsiderati4n; and
Only use meaningful terms and 5ictures.
8
'ideos
The Effects of Green Marketing: Consumer
Trends Drive Profit (4:13 minutes)
www.y4utube.c4m/watch?v=xj1TqhJaQ&feature=related
Six Sins of Green ashing (6 minutes)
www.y4utube.c4m/watch?v=Fnh106DGCs&feature=related
9
10
It's Not Easy Being Green.
.Or, Is It?
!resented by:
Charles . C4lby
J4e Bates
J4e Taliuaga
R4ckbridge Ass4ciates, nc.
17
th
Annual Fr4ntiers in Service C4nference
Oct4ber 3, 2008
For more information, contact:
Joe Bates, VP
703-757-5213 ext. 14
jbates@rockresearch.com
11
A LittIe About Us.
12
Rockbridge Overview
Full Service Market Research C4nsultancy
F4unded in 1992, based in Washingt4n, DC area
Our Practice Areas
Pr4duct O5timizati4n & C4nce5t Testing
Cust4mer Satisfacti4n and Retenti4n
P4siti4ning and C4mmunicati4ns Research
Market Segmentati4n
Website Usability
#ockbridge
specializes in
services,
technology
and media
sectors
Proud Member of
Corporate Partner
Center for Excellence in Service
13
R4ckbridge's Nati4nal Techn4l4gy Readiness Survey
(NTRS) has gathered c4nsumers' 45ini4ns and usage 4f
techn4l4gy since 1999
The study is c4-s54ns4red by the Center f4r Excellence
in Service, R. H. Smith Sch44l 4f Business, University 4f
Maryland
Meth4d4l4gy:
Re5resentative survey 4f U.S. adults (18+ years)
1025 c4nsumers surveyed in Fall 2007
500 by tele5h4ne (rand4m-digit-dialing)
525 by a re5resentative web 5anel
Results weighted by dem4gra5hics and by ty5e 4f internet/5h4ne
access
Background & MethodoIogy
14
hy Does Green Matter?
15
S4urce: ational Technology Readiness Study, R4ckbridge Ass4ciates, December 2007
I want to protect the
environment for the benefit of
future generations
I want to protect the
environment for the benefit of
future generations
The Earth beIongs to humanity
to do with as it pIeases
The Earth beIongs to humanity
to do with as it pIeases
Americans BeIieve in
EnvironmentaI Stewardship
16
iII The Green Trend Last?
17
Chances Are Good
Calif4rnia has been leading the way
in enacting green laws:
Mandated recycling 4f TVs and m4nit4rs
Requiring retailers t4 take back 5lastic bags
Alm4st 4utlawed incandescent light bulbs
18
Green Sentiment Runs igh
19
Is There An Environment "ProbIem"?
% ho Agree ith Statement
69%
85%
The evidence of gIobaI warming
is reaI
More needs to be done to curb
air and water poIIution in our
country
20
Can Something Be Done?
C4nsumers believe c4llective acti4n will w4rk
And regulati4n will n4t hurt
21
Can TechnoIogy eIp?
There is str4ng faith in techn4l4gy
Green tech hel5s the ec4n4my.
The internet gives us a medium t4 w4rk t4gether
.while m4re efficient 5r4ducts and services hel5 the wallet
22
hat is the PotentiaI for Green
Products and Services?
23
Service TechnoIogy Empowers
Consumers to Be Green
34%
44%
53%
52%
52%
58%
21%
31%
33%
42%
46%
51%
58%
73%
Power company controIIed air
conditioner
TeIecommute
Switch to eIectricity based on
cIean/renewabIe resources
RepIace paper utiIity statement with
eIectronic
Access onIine pub instead of print
version
RepIace paper financiaI statements
with eIectronic
RecycIe/refurbish oId computer
% ho ave Done
% Maximum PotentiaI Incidence
O554rtunities f4r
financial
services, utilities,
T firms,
5ublishers
There is an Emerging Market for Green
Products
39%
41%
43%
52%
60%
64%
66%
80%
10%
10%
20%
29%
33%
37%
45%
69%
Eco-FriendIy ome
eather station
igh MPG vehicIe
ome water
purification system
igh efficiency
cooIing
igh efficiency
heating
ProgrammabIe
thermostat
Energy saving
Iighting
% ho ave Own
% Maximum PotentiaI Incidence
Many include making h4mes and trans54rtati4n
greener
17%
23%
27%
29%
32%
34%
34%
35%
4%
3%
4%
7%
3%
8%
3%
4%
Green financiaI
investments
Remote home
system controI
Bio-powered
vehicIe
Trash
compactor
SoIar water
heater
NaturaI gas/
eIectric vehicIe
SoIar home
heating
ybrid fueI
vehicIe
Many Energy-ReIated Products and Services
ave PotentiaI for Long Range Growth
% ho Own
% Maximum
A third 4f c4nsumers are interested (4r already 4wn)
an alternative fuel vehicle and s4lar heating systems
PotentiaI is
UnreaIized
here is the Services Opportunity?
We estimate $104 Billi4n annual market f4r
green 5r4ducts
O554rtunities:
Green m4rtgages
Green h4me equity l4an
Green vehicle financing
Partnershi5s with energy c4m5anies
Securities backed by these investments
Fidelity's strategy in this area?
27
Many Are Turning to the eb for eIp
4%
5%
8%
16%
17%
17%
18%
21%
23%
24%
27%
Researched car 544ls
D4nated t4 54litical cam5aign
Envir4nment f4rums
Obtained a55liance energy ratings
Visited c4 website f4r green views
G4t recycling inf4
Researched candidates' envir4 views
Visited site 4f envir4nmental 4rg
44ked u5 green ti5s f4r h4me
Researched 5ublic transit 45ti4ns
G4t gas mileage inf4
% ho ave Done It In Past 12 Months
O554rtunities f4r
4nline c4ntent t4
hel5 c4nsumers
find green
s4luti4ns and
netw4rk with
4ther green-
minded
c4nsumers
28
Segmenting the Green Market
29
Key Questions
Wh4 is driving the green m4vement?
What is the r4le 4f inn4vativeness (if any) in
driving the m4vement?
?
30
A "Green Segmentation" of the Market
1 4ut 4f 10 adults Green Tech eaders are influencers
They als4 embrace techn4l4gy and believe in its ability t4 s4lve 5r4blems
An4ther 2 4ut 4f 10 Green Tech F4ll4wers are dee5ly c4mmitted t4
green issues and view techn4l4gy as 5laying a r4le
10%
31%
12%
22%
7%
18%
Green Tech Leaders
Green Tech FoIIowers
Tech Savvy Green Sympathizers
Enviro-FriendIy Skeptics
Nave Consumers
Anti-Greens
31
Commitment
to Green
InfIuence
Absence of
Skepticism
Love of
Tech
Green Tech Leaders igh igh igh igh
Green Tech
FoIIowers
igh Low igh Medium
Tech-Savvy
Sympathizers
Medium Low Medium igh
Enviro-FriendIy
Skeptics
igh Low SkepticaI Low
Nave Consumers Medium Low Medium Low
Anti-Greens Low Low SkepticaI Medium
Psychographic ProfiIe of 6 Segments
32
Commitment: "I Encourage Friends / FamiIy to Be
EnvironmentaIIy FriendIy"
6%
41%
88%
50%
89%
98%
Anti-Greens
Nave Consumers
Tech Savvy Green
Sympathizers
Green Tech Leaders
33
InfIuence: "Others Come to Me For Advice
on Being Green"
0%
2%
22%
9%
26%
50%
Anti-Greens
Nave Consumers
Tech Savvy Green
Sympathizers
Green Tech Leaders
34
Green Tech
eaders influence
4thers thr4ugh
s4cial media
Green Tech
eaders influence
4thers thr4ugh
s4cial media
Anti-Greens als4
use s4cial
media, and may
influence 4thers
4n their views
Anti-Greens als4
use s4cial
media, and may
influence 4thers
4n their views
InfIuence: The Use of SociaI Media
53%
20%
21%
35%
17%
50%
Anti-Greens
Nave Consumers
Tech Savvy Green
Sympathizers
Green Tech Leaders
35
Skepticism: "There Is Nothing Anyone Can Do
To Prevent GIobaI arming"
63%
17%
46%
25%
2%
7%
Anti-Greens
Nave Consumers
Tech Savvy Green
Sympathizers
Green Tech Leaders
36
Love of Tech: "Other PeopIe Come to Me for
Advice on New TechnoIogy"
28%
1%
31%
58%
21%
96%
Anti-Greens
Nave Consumers
Tech Savvy Green
Sympathizers
Green Tech Leaders
37
ProfiIe of Green Segments
38
Green Tech Leaders - 10% of Market
H4w They Think Wh4 They Are
m54rtant t4 be green
Early Ad45ters
Techn4l4gy can save us
Green gadgets are c44l
ike trying new green tech
D4 research and influence
4thers 4n green 5r4ducts
ike d4ing business with
green c4m5anies
Green is g44d f4r the wallet
4unger
M4re likely t4 have kids
Tech 5r4fessi4ns
Higher incidence 4f
w4rk PC use
h4me netw4rks
high-s5eed h4me nternet
access nternet 4n the g4
Higher web 5resence
and subscri5ti4ns t4
4nline music and vide4
39
Green Tech FoIIowers - 18% of Market
H4w They Think Wh4 They Are
Adamant ab4ut 5r4tecting
the envir4nment
Pe45le must reduce their
im5act 4n the envir4nment
Green gadgets are fun
ike trying new green
techn4l4gies
Research green 5r4ducts
ike dealing with green c4s.
Older
Female
Higher h4me
4wnershi5 rates
4wer incidence 4f
cell-4nly h4useh4lds
S5end fewer h4urs
4nline
4wer web
5resence
40
Other ReIevant Green Segments
Tech-Savvy Green
Sympathizers (31%)
Care ab4ut the envir4nment
Early ad45ters 4f
techn4l4gy
NOT green activists 4r
b44sters, but sym5athetic
ike d4ing business with
green c4m5anies
Skew y4unger, male, heavy
users 4f techn4l4gy
Enviro-FriendIy
Skeptics (12%)
Adamant ab4ut being green
Techn45h4bic
Techn4l4gy may w4rsen 4ur
5r4blems, n4t sure what t4 d4
Want proven techn4l4gies t4
hel5 the envir4nment
Research green 5r4ducts
ike dealing with green c4s.
Skew 4lder, less techy
41
Segments here Green is Less ReIevant
Nave Consumers (22%)
H4ld s4cially acce5table
45ini4ns, but n4 urge t4 act
M4re c4ncerned with
getting by 4n a day t4 day
basis than being green
Many are techn45h4bic
4w interest/awareness 4f
green tech 4r 5r4ducts
Will av4id using green
techn4l4gies until they are
5r4ven
Skew female, less techy
Anti-Greens (7%)
N4t c4mmitted t4
envir4nmental issues
D4n't care ab4ut green
techn4l4gies 4r 5r4ducts
M4re c4ncerned with getting
by 4n a day t4 day basis
Envir4nmental activists are
irres54nsible; the Earth
bel4ngs t4 humanity
O554se regulati4n
Skew y4unger
42
DepIoying a Green
Services Marketing Strategy
iII Green Marketing eIp a Company?
es! .but they have t4 be sincere!
68%
72%
I Iike to do business with
companies that are
environmentaIIy responsibIe
I resent companies that say they
care about the environment but
don't mean it
78%
60%
63%
31%
35%
56%
85%
70%
65%
40%
45%
56%
Green Tech
Leaders
Green Tech
FoIIowers
Tech-Savvy
Green
Sympathizers
Enviro-FriendIy
Skeptics
Nave
Consumers
Anti-Greens
Use Now
PotentiaI
ExampIe: OnIine FinanciaI Statements
ExampIe: Green Investments
13%
6%
2%
0%
2%
3%
32%
33%
12%
5%
15%
9%
Green Tech
Leaders
Green Tech
FoIIowers
Tech-Savvy
Green
Sympathizers
Enviro-
FriendIy
Skeptics
Nave
Consumers
Anti-Greens
Own Now
PotentiaI
46
To Sum It Up.
47
To Sum It Up.
C4nsumers care ab4ut the envir4nment, even if s4me are 4nly j4ining the
bandwag4n t4 be PC
Embracing techn4l4gy and being green are n4t mutually exclusive
ide4l4gies
When marketing green 5r4ducts and services, f4cus 4n the f4ll4wing
messages:
4ur c4m5any cares ab4ut the envir4nment (and y4u have t4 back this u5 with
acti4ns that sh4w it)
f we all w4rk t4gether, we can have an im5act
4ur 5r4duct is envir4nmentally c4nsci4us
Buying y4ur 5r4duct will n4t 4nly hel5 the envir4nment, it is g44d f4r the
c4nsumers' wallets
Target Green Tech eaders with y4ur message
They will evangelize 4n y4ur behalf
S4cial media is key
48
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