#GreenDisconnect TNS 28 Nov 2013

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3 Introduction

4 The Green Disconnect Research Eurobarometer EU 25,568 sample Dec 2012 Green Gauge UK, Swe, Nor, Den, Ger, Fr, Ita 14,000 sample Sept categories TNS BMRB qual 2 x consumer workshops 4 x filmed depths Plus 100s of other groups!

5 Green Gauge Index (UK) Top performing brands

6 Top 10 performers across categories (UK)

7 The consumer perspective Setting the scene The consumer perspective

8 Concerned about the environment 95% say that protecting the environment is important to them personally 87% believe they can personally play a part in protecting the environment 4 out of 5 people buy EFPs

9 Concerned about the environment Water pollution 41% Growing waste 33% Air pollution 36% Climate change 34% Manmade 42% disasters

10 But often distracted Only 1 in 4 When I m actually buying things, I Family Safety must admit, the green aspect is kind of secondary Image Comfort or even tertiary to my considerations Health Money often buys EFPs

11 Confused about how they can make a difference When I go shopping I take my own bags but that s the only thing I can think of. What else can I do? How can I help the environment? Many believe the real power and responsibility lie elsewhere: I think the onus is put on the people in the street too much. You know, we re separating the rubbish while about 50 aeroplanes fly over within 10 minutes.

12 Attitudes vary across the population Concerned citizens Willing to pay; not 100% convinced 26% Product sceptics Concerned; not convinced by EFPs 28% Issue sceptics Dangers overstated Priced out Willing; price sensitive 19% 27%

13 Concerned citizens France 24% Ireland 58% Spain 33% UK 26% Denmark 44% Germany 40% Slovenia 58%

14 Priced out UK 27% Denmark 16% France 33% Portugal 35% Spain 29% Germany 19% Italy 31%

15 Product sceptics France 22% Ireland 18% Portugal 12% UK 28% Spain 16% Netherlands 29%

16 Issue sceptics France 22% Ireland 18% Spain 33% UK 19% Poland 26% Germany 23% Italy 15%

17 The consumer perspective The role of information

18 Lack of information a recurring theme % of consumers saying Not enough/want more information

19 The information gap Supermarkets 13 Tea & coffee Breakfast cereals Paper products Toiletries Soft drinks/water 0 Detergents Auto Cleaning products Crisps/snacks Utilities Confectionery Mobile phones Airlines Not enough information + Enough information Fuel -23

20 Little cut through with consumers (UK) Commitment to reducing environmental impact Source: Q11. Where do you think these companies fit on this scale: Committed to reducing its impact on the environment Does little manage its impact on the environment? (1-10 point scale)

21 Little cut through with consumers Tweets about sustainability: 55% 2% Re-tweet rate:

22 Perceptions distorted by usage Green Gauge score Fuel Utilities Confectionery Auto Breakfast cereals Mobile phones Brand usage

23 Where do green brands pull apart?

24 UK Green Stars

25 Overall European Green Stars And some green stars score consistently well across Europe Auto Detergents Toiletries Soft drinks/water Mobile phones

26 Where do green brands pull apart? Brand Halo effect Natural / healthy factor Positioning factor

27 Brand halo effect Less perceived as green More perceived as green

28 Apple vs. Tesco While there is no doubt [there is a] positive halo around the Apple brand it is hard to imagine that Apple s extreme Promoter position will last long term Lisa Jackson Apple, May 2013

29 Apple vs. Tesco It s a marketing con. Families are wasting an estimated 700 a year and we want to help them keeping that money in their pocket rather than throwing it in the bin? This is just rubbish

30 Natural/Healthy It s a wholesome product, nothing added, just the oats I don t really buy it to help the environment; I buy it to help myself to be truthful. I think if it s bad for the environment, it s bad for you generally speaking. With Simple, I don t know whether it s because it s called Simple. I d just prefer to buy that product over most.

31 Natural/Healthy

32 It s good for you and it s good for the planet The products that they use, the aloe, sea minerals and all those essential oils, peppermint Every one of their products has got something good for the environment

33 The positioning factor Fun-loving Carefree Spontaneous Bold Dynamic Independent Approachable Friendly Open Self-assured Assertive Forthright Careful Caring Sensitive Focused Competent Controlled

34 The positioning factor Careful Caring Sensitive Nivea my mother used to use it. It s got good ingredients. No kind of added ingredients more natural.

35 The positioning factor Bold Dynamic Independent 29 31

36 Summing up the opportunities to bridge the gap

37 Opportunities Better for consumers Better for business Better for the environment

38 5 opportunities to close the gap and score triple wins Align the goals Change the rules Manage the choice Power up consumers Be true to your brand

39 Align the goals Effectiveness & cost

40 Align the goals Cost These efficiencies they re creating, it makes products cheaper and more attractive as a consequence. That s what the average Joe wants to hear. They just want to get down to the nuts and bolts

41 Align the goals Effectiveness

42 Change the rules

43 Manage the choice The new aerosols represent a step change in the aerosol category and WRAP applauds Unilever s leadership role in evolving the format Richard Swannell, Director of Design & Waste prevention at WRAP

44 Manage the choice If supermarkets do more to decrease the amount of stock they have of what s already there, and then bring in more green products, I wouldn t have much choice

45 Power up consumers Nobody in this room could say how much worse it is to travel by air than car but those simple kinds of figures could give you something to base your decision on We need to have some sort of government stamp or official licensing system, like say with pharmaceuticals and medicines. Something along those lines in order for it to be in any way believable

46 Power up consumers

47 Power up consumers In the past, people have had no idea how much their appliances will add to their energy bills. Now consumers will be able to see clear, simple information on the lifetime electricity costs for appliances Edward Davey, MP

48 Be true to your brand The Enthusiast The Campaigner The Participator The Advocate The Caretaker The Theorist

49 Be true to your brand

50 Be true to your brand The Enthusiast The Campaigner The Participator The Advocate The Caretaker The Theorist

51 Summing up Don t expect consumers to reward the corporate for doing the right thing but don t assume they don t care Engage consumers at product level to make a difference with benefits that offer clear returns to the environment, to business and to the consumer Make the connection between CSR and innovation clearer and tangible to the consumer at the product level

52 Questions?

53 Further opportunities Today only provides a flavour of the data Data is available for 15 categories, 120 UK brands Across Europe (Denmark, France, Germany, Italy, Norway, & Sweden) providing rich multi-national comparison Plus UK qualitative findings For a bespoke presentation contact Phil Sutcliffe UK Board Director, TNS philip.sutcliffe@tnsglobal.com Desiree Lopez Head of Qualitative Research, TNS BMRB desiree.lopez@tns-bmrb.co.uk

54 Keep the debate going on Twitter using Follow Thank you

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