progressive consumers: 12 ways into their hearts and carts

PROGRESSIVE CONSUMERS: 12 INNOVATIVE WAYS INTO THEIR HEART & CARTS

Who We Are

Part of the Publicis Groupe

What You’ll See Today •  6 Key insights from our proprietary study that identified a new group of

progressive consumers – The Choicefuls – who eat, shop and live their values

•  Retail innovations and approaches that appeal to this group

•  Perceptions of brands by The Choicefuls vs. perceptions of same brands non-Choicefuls

•  Implications for your brands

Methodology

Amazon fielded a proprietary quantitative study identifying a new segment of progressive consumers Sample •  1294 respondents •  Adults (ages 18+) •  National sample

26 29

17 13 14

27

16

22 16 18

0

10

20

30

40

50

18-34 35-44 45-54 55-64 65+

Gender Age

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49% 92 51% 109

Income Education

Everyone else

The Choicefuls

5 20

74

13 25

62

0 20 40 60 80

100

Some HS, HS Grad

Some College

College Grad

31

15 23

31

45

19 18 18

0 10 20 30 40 50

< $45K $45K- $64,999

$65K- $99,999

$100K + 21% of population

The Choicefuls

% people, index to general population (<80, >120)

1. They Live Their Values

•  The Choicefuls live a value driven lifestyle, and their purchases reflect it.

•  Even when it means spending more time researching a product or brand

77% more likely to out of my way to buy brands and products that have the same values as I do

89% more likely to typically do a lot of research on a product prior to making a purchase

Over 2X more likely to say it’s important to me to seek out products and brands that are produced using fair trade practices

They Live Their Values. Compared to everyone else, they are:

Tillamook: A Cheese that Cares

Slogan - “All natural, Farmer owned, Award winning Cheese”

Choiceful Values: •  Clean food •  Authentic •  Quality

See video here: h1p://www.youtube.com/watch?v=7@MHi59qQw

Tesco: Farm to Fork

Contact [email protected] for video

7 Eleven

2. They don’t see their healthy choices as a compromise •  The Choicefuls know what they want, and are willing to

do a little extra work to get it.

95% more likely to say that living a healthy lifestyle is definitely a commitment of time and energy, but the benefits are worth it

10x more likely to prioritize exercise in my life even when that means making daily compromises in my schedule to make it happen

51% more likely to believe that healthy living may cost a little more, but the results are worth it

2. They don’t see their healthy choices as a compromise

See video here: h1p://vimeo.com/64916480

Kashi: The Joy of Eating Well

The Choiceful Shopper Journey

92% happier with my current weight

30% happier with my professional success

42% happier with my work/life balance

3x happier with my fitness level

3. The Choicefuls know what they want, and are willing to do a little extra work to get it…. And they are happier for it.

42% happier with my sex life

4. Their values driven lifestyle goes beyond food

•  To categories like pet care, personal care, household

products

35% more likely to be willing to pay more for earth-friendly household products and/or products with fewer chemicals

56% more likely to believe my approach to health is holistic – it’s about mind, body & spirit.

80% more likely to feed my pet in line with my own diet and lifestyle

4. Their values driven lifestyle goes beyond food

Mudd & Wyeth: Share the puppy love

Greenworks: A cleaner, greener world

5. They are also open to new experiences

•  They’re trying new healthy behaviors and products

•  As well as new digital services and technologies

5. They are also open to new experiences.

Over 2X more likely to always be on the look out for new, exciting and cutting-edge approaches to health and wellness

32% more likely to use mobile banking apps to deposit checks via photo, do online bill pay or check balances

46% more likely to Use almond milk, rice milk, coconut milk, or hemp milk products

Chase: Tools for What Matters

See video here: h1p://www.youtube.com/watch?v=1o__uF80erw

Adidas uses NFC to embed rich content

6. They are great connectors

•  They like to share information and advice

•  They’re active online

59% more likely to upload and share photos via Instagram

Over 3X more likely to say that people often ask my advice when it comes to making healthy lifestyle choices

50% more likely to regularly comment online, write online reviews, or blog about my life or about a topic that I’m interested in

2X more likely to like sharing information about living a healthy lifestyle with others

6. They are great connectors. Compared to everyone else, they are:

Kotex: Pin It to Win It

Marc Jacobs: Pop-Up Tweet Shop

B r a n d P e r s o n a s & T h e C h o i c e f u l s

How do The Choicefuls perceive brands in the marketplace?

•  Within various categories, we selected two brands

•  Respondents were then assigned a brand from the list and asked to imagine that brand had come to life and had a personality

•  Next, they rated that brand on 24 statements describing various personality

traits

•  Utilized Brand Persona tool to better understand how The Choicefuls perceive brands

Brand Persona Wheel

Inner Directed

Outer Directed

Competitive Takes Charge Likes Spotlight

Decisive Confident Assertive

Sensitive Team Player

Good Listener Understanding

Kind Generous

Brand Persona Wheel Spontaneous

Structured

Outer Directed

Idea Centered Creative

Spontaneous Risk Taker

Flexible Big Picture

Cautious Prepared Logical

Structured Traditional

Stable





Kind Generous

Inner Directed

Archetypes Prophet

Guardian

Director Team Player

Maverick

Broker

Idealist

Good Guy






Stable

Powerful Wealthy Stylish

Upper Class Luxurious

Elite



Free Spirit Rebellious Hip & Fun

Adventurous Rule Breaker

Carefree

Charismatic Heroic

Inspirational Enthusiastic

Idealistic Visionary



Kind Generous

Responsible Dependable

Virtuous Polite Loyal Fair

Non-Choicefuls Brand Perceptions






Stable



Elite





Carefree

Charismatic Heroic





Kind Generous



Director

Maverick

Broker

Idealist

Good Guy

Prophet

Guardian

Team Player

The Choicefuls’ Brand Perceptions






Stable



Elite





Carefree

Charismatic Heroic





Kind Generous



Director

Maverick

Broker

Idealist

Good Guy

Prophet

Guardian

Team Player

Implications for connecting with The Choicefuls

1.  Embrace your “why”, not just your “what”

2.  Authenticity is key

3.  Work from the positive

4.  Recognize that they like to research

5.  Clap along if you feel like happiness is the truth

6.  Catch their attention with unique innovation

7.  They are quality seekers, look to prove quality in an innovative way

8.  This group is more open to technology, make the most of it

9.  Inspire and educate the Choicefuls to get to a next level

10. Give The Choicefuls an active role in communicating who you are and what you stand for

11. Mobilize them as your brand ambassadors

12.  Identify and understand how Choicefuls perceive your brand persona

We’d love to help you better connect with progressive consumers

Liz Paul Nick Jones Director of Strategy Retail Practices Lead Amazon Advertising Arc Worldwide [email protected] [email protected] 415-655-7282 312-220-4533

progressive consumers: 12 ways into their hearts and carts

Marketing

healthy lifestyle

group perceptions of

healthy choices

healthy living

values retail innovations

little extra work

proprietary study

college college grad