overcoming mass market resistance to green behaviors
15 November 2010 BECC conference
Carrie Hollenberg
senior consultant, VALS™the VALS™ consumer segmentation
VALS combines psychology and demographics
motivation to achieve and maintain status in a society can be an important
driver of consumption
two definitions of status in US society
Innovators (IN) are leading-edge consumers and a clear target for environmental
messaging
Innovators:
-digest complex ideas -can balance trade-offs
Achievers (AC) pursue the ‘American Dream’
and generally do not prioritize the environment
Achievers:
-prioritize work and family -follow a busy schedule
“I’m convinced global warming is happening.”
Strongly Agree
Source: California Climate Values Survey, (2008)
“I worry that we won’t have enough energy resources in the future if we don’t conserve now.”
Strongly Agree
Source: Utiiity Study, (2008)
“Our country is in more danger from environmental hazards such as air pollution and global warming than it is from
terrorists.”
Strongly Agree
Source: SBI/ecoAmerica American Climate Values Survey
(2008)
“I would be willing to accept a lower standard of living to conserve energy.”
Strongly Agree
Source: SBI/ecoAmerica American Climate Values Survey
(2008)
“I prefer to buy a brand associated with an environmental cause even if it costs more money.”
Strongly Agree
Source: SBI/ecoAmerica American Climate Values Survey
(2008)
Achievers: the weakest link…..
consistently rank the environment and climate change as a low priority
little to no interest in “conspicuous conservation”
little to no interest in “status signaling
with green products”
Achievers: why they are critical
Achievers often serve as a gateway to
the mass market , for products and ideas Achievers are a social influence hub
-
they look to respected peers for feedback, information
-
they serve as role models to their peers and to
lower resource (mass market) groups in society
2.5% 13.5% 34% 34% 16%
Innovators Early Adopters Early Majority Late Majority Laggards
Time
groups adopt new
products/behaviors at different rates
Believer
Percent of population in each adoption phase
Innovators are the early adopters
Order of other groups varies by product or behavior
Survivor Thinker
Maker Experiencer
Achiever Innovator
EXAMPLE
eBay diffusion:
Innovators early; Achievers were next
Ordered from eBay 2009
19%
6% 6% 9%
1%
13% 17% 11%
Ordered from eBay 2001
10%
1% 2% 2%
.5%
4% 4% 2%
Reads: 10 % of Innovators ordered from eBay.com
reaching Achievers
leveraging the Achiever Psychology -respected professionals
-community connection
-the role of family
-competition
-tangible rewards
case: California Department of Conservation
Recycling Project (2007)
the case of curbside recycling
in 2007 50% of California residents
participated in curbside recycling
Percent of VALS Groups Living in Geographic Areas of Interest EXAMPLE
execution with geoVALS™
Achiever media examples: Radio format
Radio Format
Vertical % (% of Achievers
that listen) Index Soft Adult
Contemporary
9 160
All Talk 6 151
Sports 6 145
Adult Contemporary 26 140
Source: MRI
Achiever radio ad
“Mrs. Busy”
WOMAN: Between packed lunches and piano lessons, between PTA meetings and MAYBE catching a Pilates class, I admit this Mom doesn’t think about recycling on a daily basis. Thankfully, I don’t have to. See, our community has curbside recycling. Which means once a week, someone in the family just has to take our recycle bin full of empty bottles and cans and put it on the curb.
Of course by “someone,” I mean
“anyone but Mom.” I’m too busy.
ANNCR: Recycle. It’s in your hands.
To learn more, visit bottlesandcans.com.
Achiever radio ad
“Brothers”
MAN: My brother and me…not too much alike. Like the other day when he was visiting, he was shocked to see me carry the recycling bin out to the curb. He asked if I had turned over a new leaf. I said no — I’m still the yin to your yang, brother. I just don’t like seeing all those empty bottles and cans sit there and become nothing. So I toss ‘em into the bin. Then I suggested he hop in there, too. And pointed out that he might actually become something one day.
ANNCR: Recycle. It’s in your hands.
To learn more, visit bottlesandcans.com.
