a guIde for sustaInaBle marketIng
THIS IS A PRACTICAL GUIDE FOR MARKETERS
CONSUMER BEHAVIOUR TO BE MORE SUSTAINABLE
ThisguideistheresultofcollaborationbetweensixmajorUKand globalcompanieswhohavesharedtheirconsumerinsightand marketexperience:B&Q,KraftFoods,EDFEnergy,Marks&Spencer, UnileverandWaitrose.Itdrawsoninsightsfromanextensive literaturereviewofmorethan100documents–frombusiness, academia,governmentandnon-governmentalorganisations– andconversationswithmorethan50marketers. IwouldliketothankallmembersoftheSteeringGroupandour partners,InsightExchangeandRKCR/Y&R,forallyourtremendous support.SincerethankstoourMarketplaceLeadershipTeam, pastandpresent,whosepassionhasdriventhisprojectfollowing thelaunchof‘Howcanmarketersbuildsustainablesuccess?’ Influencingconsumerstobemoresustainableisanecessarystep toensureweallmovetowardscreatingasustainablefuture– Ihopethisguidehelpsyoufocusyourapproachandaccelerate thepaceofchange.
1. WHATDOWEMEANBYINFLUENCINGCONSUMERBEHAVIOUR? 2. WEAREALLPEOPLE 3. WHYAREN’TPEOPLEACTING? 4. WHYINFLUENCECONSUMERS? 5. IDENTIFYINGYOURAREAOFOPPORTUNITY 6. LEARNINGBYDOING–COMPANYCASESTUDIES 7. ANDREMEMBER…
AND PEOPLE SEEKING TO INFLUENCE
ThankstomembersoftheMarketplaceLeadershipTeam: JeremyHicks AndyFennell NickBunker RichardReid DavidCheyne HughBurkitt RichardExon SteveMcintyre AmurLakshminarayanan GavinNeath DavidJones CEO ChiefMarketingOfficer President,UK&Ireland LondonChairman SeniorPartner CEO CEO GroupMarketingDirector CEO GlobalSeniorVP,Sustainability SupplyChainDirector AudiUK Diageo KraftFoods KPMG Linklaters MarketingSociety RKCR/Y&R SpeedyHire TateConsultancyServicesEurope Unilever Waitrose
JoDaniels MarketplaceDirector BusinessintheCommunity
wHAT DO wE MEAN
Enabling consumers to choose products and services with improved social and environmental benefits Influencing consumers to use products and services in a more sustainable way Encouraging positive behaviour change in everyday living
consumers, employees, citizens…
throughout this guide we refer to consumers. ultimately though, consumers are people and we aim to recognise the interconnection and expand our definitions. In order to achieve mass behaviour change we need to understand how we function as individuals. Psychology and sociology have shown we are more irrational than rational in our decision making. our habits help us to avoid too much thinking, sometimes adapting our attitudes to suit our behaviours, rather than the other way around.We have different motivations and beliefs and these help form our identities. When trying to increase your consumer insight, traditional segmentation models can provide a starting point. however, these may be of limited use without also understanding the underlying motivations of consumers. Bearing these both in mind though one fairly clear conclusion can be drawn: that approximately 10-15 percent of the population are already acting (what we would call ‘deep greens’), another 10-15 percent will never act (the ‘unpersuadables’), leaving approximately 70 percent of the population who would adopt more sustainable behaviours, if taking action was made easy. It is the behaviour of this mainstream consumer that we are seeking to influence.
We have selectIve hearIng… We block out what we don’t want to hear. every day, we’re...