The Green Disconnect,, - tnsglobal.com...Apple vs. Tesco While there is no doubt [there is a]...

#GreenDisconnect

© TNS 28 Nov 2013

#GreenDisconnect

© TNS 28 Nov 2013

Introduction

#GreenDisconnect

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Green Gauge

UK, Swe, Nor, Den, Ger, Fr, Ita

14,000 sample Sept 2013 15 categories

TNS BMRB qual

2 x consumer workshops

4 x filmed depths Plus 100s of other

groups!

The Green Disconnect Research

Eurobarometer

EU 25,568 sample Dec 2012

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33 40 57

77 81 81 82 82 104

121 132 133 138 140 148

Green Gauge Index (UK)

Top performing brands

196 180 172 184 276 205 228 124 223 119 133 137 103 90 63

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184 186 192 192 196 205 223 223 228

276

Top 10 performers across categories (UK)

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‘The consumer perspective’

Setting the scene ‘The consumer perspective’

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Concerned about the environment

95% say that protecting the environment is important to them personally

87% believe they can personally play a part in protecting the environment

4 out of 5 people buy EFPs

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Concerned about the environment

Water pollution

41% Growing waste

33% Air pollution

36%

Manmade disasters 42%

Climate change

34%

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But often distracted

Family Safety

Image

Health

Comfort

Money

often buys EFPs

Only 1 in 4 When I’m actually buying things, I must admit, the green aspect is kind of secondary or even tertiary to my considerations…

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Confused about how they can make a difference

When I go shopping I take my own bags but that’s the only thing I can think of. What else can I do? How can I help the environment?

Many believe the real power and responsibility lie elsewhere:

I think the onus is put on the people in the street too much. You know, we’re separating the rubbish while about 50 aeroplanes fly over within 10 minutes.

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Attitudes vary across the population

Concerned citizens Willing to pay; not 100% convinced

26%

Product sceptics Concerned; not convinced by EFPs

28%

Issue sceptics Dangers overstated

19%

Priced out Willing; price sensitive

27%

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Concerned citizens

Spain

33%

UK

26%

Germany

40%

Ireland

58% France

24%

Denmark

44%

Slovenia

58%

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Priced out

Portugal

35%

UK

27%

France

33% Spain

29%

Italy

31%

Germany

19%

Denmark

16%

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Product sceptics

Portugal

12%

UK

28% Ireland

18% France

22%

Netherlands

29% Spain

16%

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Issue sceptics

Spain

33%

UK

19%

Germany

23%

Ireland

18% France

22%

Poland

26%

Italy

15%

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‘The consumer perspective’

The role of information

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62 63 64 66 66 66 67 68 68 69

73 74 75 75

78

Lack of information a recurring theme

% of consumers saying ‘Not enough/want more information

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11

5

-27

-5

-5

-6

-2

-13

0

0

The information gap

Supermarkets

Breakfast cereals

Utilities

Airlines

Fuel

Mobile phones

Tea & coffee

Paper products

Toiletries

Soft drinks/water

Detergents

Auto

Cleaning products

Crisps/snacks

Confectionery

13

Enough information +

‒ Not enough information

-14

-10

-15

-23

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Little cut through with consumers (UK)

6.0

6.0

5.9

5.9

5.8

5.8

5.8

5.7

Commitment to reducing environmental impact

Source: Q11. Where do you think these companies fit on this scale: “Committed to reducing its impact on the environment – Does little manage its impact on the environment” ? (1-10 point scale)

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Little cut through with consumers

Tweets about sustainability:

55% 2% Re-tweet rate:

5.8 9.8

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Perceptions distorted by usage

Fuel Utilities Confectionery

Auto Breakfast cereals Mobile phones

Green Gauge score

Brand usage

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Where do green brands pull apart?

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UK Green Stars

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Overall European Green Stars And some ‘green stars’ score consistently well across Europe

Auto Detergents Toiletries Soft drinks/water Mobile phones

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Where do ‘green’ brands pull apart?

‘Brand Halo’ effect

Natural / healthy factor

Positioning factor

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‘Brand halo’ effect

Less perceived as green

More perceived as green

200 140 160 180 120 0 40 60 80 20

76

106

192

174 193

17 74

90 22

103 91

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Apple vs. Tesco

While there is no doubt [there is a] positive halo around the Apple brand… it is hard to imagine that Apple’s extreme Promoter position will last long term

“

Lisa Jackson – Apple, May 2013

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Apple vs. Tesco

It’s a marketing con. Families are wasting an estimated £700 a year and we want to help them keeping that money in their pocket rather than throwing it in the bin’? This is just rubbish

“

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Natural/Healthy

It’s a wholesome product, nothing added, just the oats…I don’t really buy it to help the environment; I buy it to help myself to be truthful.

I think if it’s bad for the environment, it’s bad for you generally speaking.

With Simple, I don’t know whether it’s because it’s called Simple. I’d just prefer to buy that product over most.

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48 59 186 205 96 143 156

Natural/Healthy

45 88 223 276

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It’s good for you and it’s good for the planet

The products that they use, the aloe, sea minerals and all those essential oils, peppermint… Every one of their products has got something good for the environment

“

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The positioning factor

Fun-loving Carefree

Spontaneous

Bold Dynamic

Independent

Self-assured Assertive Forthright

Approachable Friendly Open

Careful Caring

Sensitive

Focused Competent Controlled

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Nivea… my mother used to use it. It’s got good ingredients. No kind of added ingredients – more natural.

“

124 147

179 148

Careful Caring

Sensitive

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31 29

Bold Dynamic

Independent

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Summing up the opportunities to bridge the gap

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Better for business

Better for the environment

Opportunities

Better for consumers

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5 opportunities to close the gap and score triple wins

Align the goals Change the rules Manage the choice

Power up consumers Be true to your brand

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Align the goals

Cost

These efficiencies they’re creating, it makes products cheaper and more attractive as a consequence. That’s what the average Joe wants to hear. They just want to get down to the nuts and bolts

“

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Manage the choice

The new aerosols represent a step change in the aerosol category and WRAP applauds Unilever’s leadership role in evolving the format

“

Richard Swannell, Director of Design & Waste prevention at WRAP

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Manage the choice

If supermarkets do more to decrease the amount of stock they have of what’s already there, and then bring in more green products, I wouldn’t have much choice “

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Power up consumers

Nobody in this room could say how much worse it is to travel by air than car but those simple kinds of figures could give you something to base your decision on

“

We need to have some sort of government stamp or official licensing system, like say with pharmaceuticals and medicines. Something along those lines in order for it to be in any way believable

“

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Power up consumers

In the past, people have had no idea how much their appliances will add to their energy bills. Now consumers will be able to see clear, simple information on the lifetime electricity costs for appliances…

“

Edward Davey, MP

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Be true to your brand

The Participator The Advocate

The Campaigner The Enthusiast

The Caretaker The Theorist

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The Participator The Advocate

The Campaigner The Enthusiast

The Caretaker The Theorist

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Summing up…

Don’t expect consumers to reward the corporate for doing the right thing …but don’t assume they don’t care Engage consumers at product level to make a difference …with benefits that offer clear returns to the environment, to business and to the consumer Make the connection between CSR and innovation clearer and tangible to the consumer at the product level

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Further opportunities

Data is available for 15 categories, 120 UK brands Across Europe (Denmark, France, Germany, Italy, Norway, & Sweden) providing rich multi-national comparison Plus UK qualitative findings

Today only provides a flavour of the data

Phil Sutcliffe UK Board Director, TNS [email protected]

Desiree Lopez Head of Qualitative Research, TNS BMRB [email protected]

For a bespoke presentation contact

mailto:[email protected]

mailto:[email protected]

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Thank you

Keep the debate going on Twitter using #GreenDisconnect Follow us @TNS_UK & @TNSBMRB

The Green Disconnect,, - tnsglobal.com...Apple vs. Tesco While there is no doubt [there is a]...

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