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The Oxymoron of Sustainable Consumption

An exploration of green consumerism and whether we should be doing more in this arena, with a focus on engaging awakening consumers and promoting smart consumption. Discussion on the role of government and independent validation programs.

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The Oxymoron of Sustainable Consumption

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  1. The Oxymoron of Sustainable Consumption Tish Lascelle Johnson & Johnson May, 2007

  2. Disclaimer • This talk is not.... • -- a bashing of consumerism • -- the opinion of J&J or it’s Consumer Companies • But it is.... • -- an exploration of green consumerism • -- a look at whether we should be doing more in this arena, and if so, what?

  3. “Most of the environmental issues we see today can be linked to consumption.” “Unprecedented consumer appetite is under-mining the natural systems we all depend on, and making it even harder for the world’s poor to meet their basic needs.” Worldwatch Institute, 2004

  4. ...so you might as well vote with your dollars and buy the right stuff.” CEO Graham Hill www.treehugger.com “Unless you are doing the loincloth thing, you need stuff....

  5. Who is the Green Consumer and how do we make more of them?

  6. The Tree Huggers -- Personal values actually translate into purchasing. -- Sustainability is more than an aspirational ideal. The Menu Environmentalists Profess a commitment to environment, and it does drive some behavior, but not all. ~ 25% of Americans The Selfish It’s not a matter of education. They know better and they don’t care. The Unable Personal or community circumstances make it impossible/difficult. ~10% of Americans ~20 - 60% of Americans

  7. The Menu Environmentalists

  8. 53% Female 47% Male Median Age – 42.3 Median household income -- $59.4K Highly educated (college plus) 37% top 10 markets – Pacific/West 51% Suburban 34% City Willing to pay more to be green Have run for or held office, or attended a rally or have written to a politician. Life-long learners Charitable Physically active – keep fit and have fun Technologically “with it” / even geeks Lifestyle: authentic, inspired, creative Mindset: curious, vocal, self-confident Belong to environmental group or signed environmental petition The Menu Environmentalists “The Awakening Consumer” (awakening to the power they wield in the marketplace)

  9. Stop vilifying the imperfects greens. • Guilt doesn’t make anyone feel good. How do we engage the awakening consumers and shift them further green? The desire to be green doesn’t always translate into behavior.

  10. Do more point-of-purchase education. • Help consumers make informed choices and sort out environmental issues. Without information, they tend to default to other differentiators (e.g., price/brand recognition)

  11. Some companies aggressively promote their environmental policies. • Combine education with credibility. Some companies use independent sources of evaluation.

  12. OUTCOME DESIRED:Save energy when washing clothes. APPROACH: Detergent makers can talk about switching to low temperature laundry soaps because it’s good for your clothes. • Motivate by emotion and persuade by reason. OUTCOME DESIRED:Sustainable coffee bean plantations. APPROACH: Talk about fluffy birds. 80% of migratory birds comefrom coffee bean plantations.

  13. Motivate by emotion and persuade by reason. OUTCOME DESIRED:CO2 reduction. Energy conservation. APPROACH: Motivate by reason: “Environmental Health is Human Health.” (We are the world’s largest health care company.) Motivate by emotion: We linked our ClimateCare literacy campaign to polar bears.

  14. Is there a role for government/EPA? Most marketing promotes over-consumption. Can the government do more to promote smart consumption? Independent validation / credibility.... programs like Energy Star and Performance Track Other ideas?

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