Meet the Aspirationals: Innovating for Complex Consumers
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Meet the Aspirationals: Innovating for Complex Consumers Raphael Bemporad, BBMG Chris Coulter, Globescan Chris Guenther, SustainAbility Andrea Pinabell, Starwood Hotels Jeff Seabright, Coca-Cola
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Transcript of Meet the Aspirationals: Innovating for Complex Consumers
Meet the Aspirationals: Innovating for Complex Consumers
Raphael Bemporad, BBMG Chris Coulter, Globescan Chris Guenther, SustainAbility Andrea Pinabell, Starwood Hotels Jeff Seabright, Coca-Cola!
MEET THEASPIRATIONALSInnovating for Complex Consumers
• Welcome & Introductions• Meet the Aspirationals• Clorox: GreenWorks for All• Starwood Hotels: The Element Story• Open Discussion• Implications and Takeaways
AGENDA
REGENERATION CONSUMER STUDY
USA
UKGermany
Brazil
India
China
ASPIRATIONALSMEET THE
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CONSUMER SEGMENTATION
RETHINKING CONSUMPTION c2012
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CONSUMER SEGMENTATION
RETHINKING CONSUMPTION c2012
Total Respondents
Aspirationals
Practicals
Advocates
Indifferents
0% 10% 20% 30% 40% 50% 60%
27%
48%
34%
52%
41%
INFLUENCERSPeople often turn to me for recommendations about trends, brands and causes
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N=6,2241=STRONGLY DISAGREE, 5=STRONGLY AGREE (% WHO CHOSE 4 OR 5 ON 5 POINT SCALE SHOWN)
52%
RETHINKING CONSUMPTION c2012
Total Respondents
Aspirationals
Practicals
Advocates
Indifferents
0% 10% 20% 30% 40% 50% 60% 70%
47%
56%
51%
65%
56%
STYLE & IDENTITY
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65%
N=6,2241=STRONGLY DISAGREE, 5=STRONGLY AGREE(% WHO CHOSE 4 OR 5 SHOWN)
I care a lot about how I look, my style
RETHINKING CONSUMPTION c2012
SOCIAL STATUS
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Total
Aspirationals
Practicals
Advocates
Indifferents
0% 15% 30% 45% 60%
27%
42%
34%
52%
40%
52%
1=DOES NOT DESCRIBE ME AT ALL, 5=COMPLETELY DESCRIBES ME(% WHO CHOSE 4 OR 5 ON 5 POINT SCALE SHOWN)
I want to stand out and be noticed for my social status
RETHINKING CONSUMPTION c2012
Total Respondents
Aspirationals
Practicals
Advocates
Indifferents
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
38%
86%
61%
73%
65%
BUYING BETTER
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73%
N=6,2241=STRONGLY DISAGREE, 5=STRONGLY AGREE(% WHO CHOSE 4 OR 5 SHOWN) RETHINKING CONSUMPTION c2012
I believe that I have a responsibility to purchase products that are good for the environment and society
TRIBALYou would purchase more products that are environmentally and socially responsible if It connected you to a community of peers who share your values and priorities.
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Total Respondents
Aspirationals
Practicals
Advocates
Indifferents
0% 10% 20% 30% 40% 50% 60%
22%
50%
37%
53%
42%
53%
N=6,2241=STRONGLY DISAGREE, 5=STRONGLY AGREE(% WHO CHOSE 4 OR 5 SHOWN) RETHINKING CONSUMPTION c2012
Leading and influencing trends Seeking style and status Environmental values, practical actions Desire for belonging and community Ready to solve it together
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ASPIRATIONALS RECAP
June 2013
Some extreme parts of green have developed an ATTITUDE
It accepts nothing less than 100% commitment. Either you are all in or you don’t count.
It shuts out the regular folks who aren’t RICH enough, TRENDY enough or PERFECT enough to belong.
Key Insight: Extreme Green has evolved into !Eco-Snobbery"
Green Works: Ambassador to Green Accessibility
Green Works is perfectly positioned to be the Ambassador of Green Accessibility
We believe in a green where each person matters, where everyday efforts count. We’re not exclusionary or elitist. We believe in green for all people.
It’s time for green products that are simple, uncomplicated and without the attitude
It’s time for Green for Everyone
Green Works® Campaign Overview
Overall Strategy
Campaign Idea
Ongoing Tactics
Key Platforms
Drive Awareness Build Accessibility
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./01%23)#))/4#%5#"6#07%897"#:#%./;/0<-'<)%!"#$%"&'($)*+,$("$-,$...........("$-,$/0,,&$
Campaign Assets – January to April 2013
PR & Digital Campaign Results Three months into campaign
• 2x increase in online buzz (conversations) about Green Works with conversation
99% favorable • 50% increase in Time-on-Site and 64% increase in total engagement on Green
Works’ owned digital platforms • Achieved viral success with a 1:1+ ratio of paid media impressions to earned • Green Works association with “being green is for everyone” is 3 times the CPG
Industry benchmark for brand association
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Campaign has over-delivered Awareness measures to date!
©2012 STARWOOD HOTELS & RESORTS WORLDWIDE, INC. | Proprietary & Confidential
GLOBAL CITIZENSHIP
SUSTAINABLE BRANDS ’13 Consumer Insights & Behavior Change Meet the Aspirationals: Innovating for Complex Consumers June 5, 2013 !"#$$%&'()*++,%-+'./0%1%2.0+)'0%3+)/,*4,.5%6789%%://%24;<'0%2.0.)=.,9%>?@A6BC@D6:E%1%F2?F26CD:2G%%H(I%7+'%J.%).K)+,L8.,%+)%,40')4JL'.,%*4'<+L'%*)4M.7%K.)N4004+7%+O%&'()*++,%-+'./0%1%2.0+)'0%3+)/,*4,.5%6789%
GLOBAL CITIZENSHIP
Global Citizenship at Starwood
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The principal tenet of the Starwood Journey is to give people a better way to experience the world.
And we believe it is our responsibility to create a better world to experience.
Through our focus on Social Responsibility and Sustainability, we are addressing critical areas
system-wide, including human rights, climate change, disaster relief, conservation and resource depletion,
and community development.
GLOBAL CITIZENSHIP
Global Reduction as of 12/12: » Energy: -8% » Water: -14% » Utilizing 2011 validated data
Global Participation in Reporting: » 93.46% All properties » 99.63% Owned/Managed properties » 86.75% Franchise properties
30/20 by 20
Program Highlights: » Beginning in 2013 – all properties have an
energy and water reduction goal » 3rd Party Energy & Water Audits
mandated at all Owned & Managed Properties (Franchise in NAD) to inform properties as to what actions/capital improvements could be completed on site in order to achieve 30/20 by 20
» Foundational initiatives at over 80% compliance including low flow water fixtures, high efficiency lighting, and sustainability champions at every hotel.
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30% Energy Reduction Per Available Room across Owned, Managed & Franchised
Hotels by 2020 *
20% Water Reduction Per Available Room
across Owned, Managed & Franchised Hotels by 2020 *
ENERGY WATER
Our Goal:
* 2008 baseline year.
GLOBAL CITIZENSHIP
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GLOBAL CITIZENSHIP
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GLOBAL CITIZENSHIP
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GLOBAL CITIZENSHIP
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GLOBAL CITIZENSHIP
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GLOBAL CITIZENSHIP
GLOBAL CITIZENSHIP
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!At Starwood we have a special purpose. We live to give our guests a better way to experience the world. It is also why we are committed to being good global citizens across 100 countries and 1200 hotels. We want the world to be a better place."
Frits van Paasschen,
President & CEO Starwood
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A BETTER WAY
Q&A
CONTACTRaphael Bemporad
Shekinah Eliassen The Clorox Company
Andrea Pinabell Starwood Hotels
Chris CoulterGlobeScan
Chris GuentherSustainAbility
