BLUE Sustainability Segmentation
Brand Activation
June 16, 2009
Please save trees by keeping this document electronic, or recycle.
CONFIDENTIAL, DO NOT DISTRIBUTE
22
2007 Blue Diamond
Core BluesRegularly buy green
Light BluesSometimes buy green
DisengagedNever buy green
12%
68%
Pure BluesOnly buy green*, regardless of efficacy
<1%
19-20%
N=1000 US ADULTS
33
N=2200 US ADULTS WITH INTERNET ACCESS
Dark BluesRegularly buy green
Light BluesSometimes buy green
DisengagedNever buy green
27%
54%
Core BluesAlmost always buy green
8%
10-11%
Pure BluesOnly buy green,regardless of efficacy
<1%2009 Blue Diamond
2007 2009
12%
27%
54%
8%
11%
<1%
68%
19%
Light Blues
Dark Blues
Core Blues
Disengaged
Pure Blues <1%Pure Blues
Core Blues
Light Blues
Disengaged
The “sustainable mainstream” has grown from 68% to 81% since 2007.
So who are they?
Disengaged
Light Blues
Dark Blues
Core Blues
Pure Blues
Let’s start with the sustainable mainstreamDark Blues
Regularly buy green
Light BluesSometimes buy green
Core BluesAlmost always buy green
My Lifestyle is Blue
Views sustainability as part of her identity
Dreams of a world where she can ALWAYS buy sustainable products
Believes she is leveraging consumerism to participate in a larger cause
Incorporates sustainable products into her life at all levels, from asparagus to shampoo to solar panels
My Actions Are Blue …for Me, My Family, My Community and the Planet
Possesses confidence and pride around her depth of knowledge and engagement in the world of sustainability
Sees the regular purchase of green products as taking better care of her family
Understands the environmental impact of some of her actions and teaches her children about it
Considers herself a spokesperson for the mission of sustainability
The Health and Wellbeing of My Family Comes First
Believes in Climate Change and is intrigued by “going-green”
Isn’t often familiar with the term “sustainability”
Has purchased the “low hanging fruit” like green cleaners, compact fluorescent light bulbs
Needs to encounter green products at her regular retailer at an affordable price
Sees sustainability as shrouded in mystery, and doesn’t think she’ll ever understand
Dark Blues
Light Blues
Core Blues
I am deeply committed to a
sustainable lifestyle and almost always purchase
green products whenever possible
My lifestyle is BLUE
Core Blues
Core Blues
Women
Age 35 - 54
Liberal or very liberal
Highest % with grad school*
61%
54%
10
Identifies with healthy
living
Influences her communityHer Beliefs and Values
as a Human Being
Sustainability is part of her identity
Sees few barriers to behaving ‘green’
Core Blues
Core Blues
Driven by her values when she shops
When shopping green, a company’s values and environmental commitment are more important than price and long-run savings
She is less skeptical about the environmental claims companies make about their products than the Dark Blues or Light Blues
She buys exclusively products she trusts, and has no reason do doubt their transparency
Her Beliefs and Values as a Consumer
Core Blue Behaviors…
13
Dark Blues
I actively and conscientiously
participate in the sustainability movement by regularly purchasing
green products
My actions are BLUE
…for me, my community, and
the planet
14
Dark Blues
Women
No skew for age
Highest % of college grads*
Skews Married 54%
57%
Politically moderate to liberal
15
Healthy living is a core value
Volunteers in her
community
Concerned about the
economy and the
environment
Her Beliefs and Values as a Human Being
Dark Blues
16
Making purchase decisions is how she expresses her values. But she must balance ideals with convenience when she shops.
When buying green, a company’s values and environmental commitment are more important than price and long-run savings.
Segment most skeptical about companies’ “green” claims. She is on the watch for ‘greenwashing’ and seeks answers on the internet.
Dark Blues
Her Beliefs and Values as a Consumer
Dark Blue attitudes and behaviors….
18
Light Blues
I have some interest in ‘going green’ and I
sometimes purchase green products
The health and wellbeing of my
family comes FIRST
19
Light Blues
No skew for gender
Younger: under 34
Highest % with no college
Highest % with children living at home
Skews unmarried
38%
54%
20
Strives for a healthy lifestyle
through diet and exercise
Believes she has a
relatively small ‘sphere of influence’ - about the size of her family
Her Beliefs and Values as a Human Being
Light Blues
Her family comes first
Her Beliefs and Values as a Consumer
Light Blues
May have tried to buy local, but it’s probably not a viable every day solution due to time, money and location
Will not go out of her way to purchase green products; she isn’t engaged deeply enough with the cause to compromise on time and energy
Looks to Core Blue-focused brands for guidance on trends to follow
Light Blue attitudes and behaviors….
23
But what about…
Light Blues
Dark Blues
Pure Blues
Disengaged
Core Blues
…the fringe segments
Pure BluesOnly buy green,regardless of efficacy
DisengagedNever buy green
25
I am sustainability
Pure Blues
He is sustainability and his role in life is to save the planet—it’s his life’s mission
He is important because Pure Blues are the innovators, the NGOs and the gatekeepers of the perceived truth
Has dedicated his career to saving and changing the planet
Does not commute—he lives close to where he works so he can ride a bike or walk
If he has a car, it runs on bio diesel he makes himself
Grows his own food or belongs to a community garden
Can be as young as college grads and as old as the “hippie generation”
Examples of Pure Blue Characteristics:
DisengagedI am intentionally not a part of sustainability and really never buy
green products
Found at all age groups
High representation of Caucasian, African American
“Not really concerned” with issues such as the environment and social wellbeing
No less likely to be familiar with the term “sustainability” than Dark or Light Blues (48% vs. 58%); It’s a matter of opinion, politics or priority, not education or awareness
Not skeptical about companies’ green claims
Trusts companies and governments to make decisions for him
Important because his values will diminish in the marketplace as the population grows into sustainability
27
Methodology
In 2007, Saatchi & Saatchi S created a model we call the “Blue Diamond” to segment values and behaviors across the spectrum of sustainability in the US:
• We used the 2006 Mintel Green Living Report to identify the segments and their population sizes based on one simple question: Do you regularly, sometimes or never try to buy green products when available?
• In order to understand who our sustainability segments are, we overlaid additional third party segmented research including the Hartman Group Sustainability Report, Roper Green Gauge Study, BBMG Conscious Consumer Study, Saatchi & Saatchi X Sustainability Shopping Study as well as data from Natural Marketing Institute and other various sources.
• In addition to the Core Blues, we carved out <1% of the population we defined as “Pure Blues,” a segment deeply steeped in BLUE that should be called out as it’s own segment with different values and behaviors.
All of this data has been refreshed for 2009.
28
A Refresh for 2009
Using the recently released 2009 reports from Mintel and Hartman, alongside additional 3rd party research from 2008/2009, we refreshed our model to more accurately reflect shifts in the sustainability consumer landscape since 2006/2007.
The data coming out of these two studies, which were conducted at the end of 2008, showed some significant changes that are reflected in the updated Blue Diamond:
• The Mintel study added a fourth response, “Almost Always Buy Green,” which allowed us to further segment the Blue Diamond
• Hartman further subdivided Light Blues, providing insight into attitudes and behaviors at each end of the Light Blue spectrum
• Both Mintel and Hartman showed an marked increase in affinity for green and green purchasing between 2006/2007 and 2008/2009
29
Works Cited• BBMG Conscious Consumer Report, 2007
• The Hartman Group Sustainability Report, 2009
• The Hartman Group Sustainability Report, 2007
• Mintel Green Living Report, 2009
• Mintel Green Living Report, 2006
• Natural Marketing Institute Lifestyles of Health and Sustainability Trends Database 2008 (Environmental Leader)
• Roper Green Gauge Study 2009
• Saatchi & Saatchi X Sustainability Shopper Study
• Wal-Mart Sustainability, Power Category Study
30
Media ConsumptionCore Blues
Most likely to frequently purchase green products through the internet (23%)
1
Consults a variety of information sources for insight on the ingredients, packaging and manufacturing of a given product, and uses this knowledge as the primary barrier or motivation for purchase 2
Pre-teens are a vocal influencer group, especially in their relationship to their parents’ purchase decisions 2
Light Blues
Educates herself passively through TV 4
– Not an active searcher and learner when it comes to sustainability
Dark Blues
She is an influencer 1
– Both online and in her social network
More likely to be engaged and active in online communities like Facebook and MySpace 4
Relies on expert opinions from many sources in her purchasing decisions 2
– When in doubt she looks to Pure Blue media such as Gaiam or Treehugger as a trusted source on sustainability questions