leveraging what buyers care about to move the market forward august 7, 2012 changing the game for...
TRANSCRIPT
Leveraging what buyers care about to move the market forwardAugust 7, 2012
Changing the game for biobased:
We help companies define and leverage their sustainability commitment to gain a market advantage.
Our Clients – We Know Sustainability
Level setting
The market opportunity
2009
2010
2011
In which product categories are you searching for greener products?
70.8% 60.7% 59.2% 58.0% 46.5% 46.0%Light
bulbs/fixtures
Home cleaning
Laundry/dishwashin
g
Paper Food/beverages
Personal care
How do you know that a product is green?
48.8% 39.7% 31.0% 25.0% 22.8%Ingredients,
content, energy
savings details
Label says so
Company has green reputation
Certified by 3rd party
Advertising says so
27.0%Researched on the internet
Activities that enhance your corporate environmental reputation:
21.8% 21.5% 18.2% 17.1% 16.9% 15.8%Manufactur
e in the U.S.
Recycle Make recyclable products
Remove chemicals of concern
Make all-natural
products
Create no chemical
waste
The best thing to read about a product’s packaging
27.7% 17.4% 14.7% 6.9% 5.9%Recyclable Biodegradabl
eMade ofrecycled content
Don’t know 30% less packaging
8.4%Made from renewable resources
So why aren’t products labeled biobased flying off the shelves?
Compared to other claims, the market doesn’t “get” the value
proposition
Laundry Detergent Product Attributes
Brand Tide®
Arm & Hammer®
Seventh Generation®
Water conservation Low-water (HE) formulaTraditional (non-HE) formula
Price 150 oz./96 loads for $7.97150 oz./96 loads for $12.99150 oz./96 loads for $17.97
Formula Stain-fighting formulaCold water formulaBiodegradable formulaPlant-based formula
Sensitivity Free of perfumesFresh, clean scentFree of dyes and brighteners
Packaging Traditional, plastic bottleBiobased, non-petroleum bottleBottle-made with 50% post-consumer recycled content2x concentrated formula in a smaller bottle
Green Pea Product Attributes
Brand Green Giant®
Birds Eye®
Cascadian Farm®
Production Traditionally grownGrown from non-genetically modified seeds/plants (no GMOs)USDA Certified OrganicProduced with no pesticides or chemical fertilizers
Source Produced in the USAProduced in ChinaProduced in Chile
Price $1.00$1.30$1.60
Packaging Plastic microwave steamer bagTraditional coated paperboard packagePaperboard package made with 30-percent post-consumer recycled fiberBiobased, non-petroleum plastic packaging
So how can you help the market see the value
proposition and leverage the affinity for biobased?
A Case Study
Initial Request:We must get Americans to understand the vital
importance of water conservation.
To create real behavior change we must:
• Move people from automatic behaviors to conscious choices
• Make the problem visual• Make the problem uncomfortable• Give them a specific, simple action step
Aha!Wake people up to the moment when using water becomes wasting water.
121 markets290 stations
432 million impressions
29% who saw it said it moved them to change
their water usage habits.
Lessons Learned
You don’t have to go it alone.
You can make a bigger impact together.
You can take greater creative
risks.
Takeaways
Don’t try to scare the market into buying
Don’t try to educate the market into buying
Connect them to the real, underlying benefits of biobased they actually care
about
To create real behavior change you must:
• Move people from automatic behaviors to conscious choices
• Make the problem visual• Make the problem uncomfortable (in a light way)• Give them a specific, simple action step
Together, you can drive demand for biobased products
Discussion
