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It isnt easy being green, or is it?

Jul 02, 2015

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Environment

Market research on green technology consumers, including a "greenovator" segmentation and interest in green technology. Presented by Joe Bates, Charles Colby and Joe Taliuaga at the Frontiers in Services Conference, 2008.

  • 1. 1Its Not Easy Being GreenOr, Is It?Presented by:Charles L. ColbyJoe BatesJoe TaliuagaRockbridge Associates, Inc.17th Annual Frontiers in Service ConferenceOctober 3, 2008For more information, contact:Joe Bates, VP703-757-5213 ext. [email protected]

2. 2A Little About Us 3. 3Rockbridge OverviewFull Service Market Research Consultancy Founded in 1992, based in Washington, DC areaOur Practice Areas Product Optimization & Concept Testing Customer Satisfaction and Retention Positioning and Communications Research Market Segmentation Website UsabilityRockbridgespecializes inservices,technologyand mediasectorsProud Member of Corporate PartnerCenter for Excellence in Service 4. 4Background & MethodologyRockbridges National Technology Readiness Survey(NTRS) has gathered consumers opinions and usage oftechnology since 1999The study is co-sponsored by the Center for Excellencein Service, R. H. Smith School of Business, University ofMarylandMethodology: Representative survey of U.S. adults (18+ years) 1025 consumers surveyed in Fall 2007 500 by telephone (random-digit-dialing) 525 by a representative web panel Results weighted by demographics and by type of internet/phoneaccess 5. 5Why Does Green Matter? 6. 6Americans Believe inEnvironmental StewardshipI want to protect theI want to protect theenvironment for the benefit ofenvironment for the benefit offuture generationsfuture generationsThe Earth belongs to humanityThe Earth belongs to humanitySource: National Technology Readiness Study, Rockbridge Associates, December 2007to do with as it pleasesto do with as it pleases 7. 7Will The Green Trend Last? 8. 8Chances Are GoodCalifornia has been leading the wayin enacting green laws: Mandated recycling of TVs and monitors Requiring retailers to take back plastic bags Almost outlawed incandescent light bulbs 9. 9Green Sentiment Runs High 10. 10Is There An Environment Problem?% Who Agree With Statement69%85%The evidence of global warmingis realMore needs to be done to curbair and water pollution in ourcountrySource: National Technology Readiness Study, Rockbridge Associates, December 2007 11. 11Can Something Be Done?Consumers believe collective action will workAnd regulation will not hurtSource: National Technology Readiness Study, Rockbridge Associates, December 2007 12. 12Can Technology Help?There is strong faith in technologyGreen tech helps the economyThe internet gives us a medium to work togetherwhile more efficient products and services help the walletSource: National Technology Readiness Study, Rockbridge Associates, December 2007 13. 13What is the Potential for GreenProducts and Services? 14. 14Service Technology EmpowersConsumers to Be GreenRecycle/refurbish old computer % Who Have Done33%34%Replace paper financial statementswith electronicAccess online pub instead of printversionReplace paper utility statement withelectronicSwitch to electricity based onclean/renewable resourcesTelecommuteSource: National Technology Readiness Study, Rockbridge Associates, December 200758%58%46%52%52%44%53%21%31%42%51%73%Power company controlled airconditioner% Maximum Potential IncidenceOpportunities forfinancialservices, utilities,IT firms,publishers 15. There is an Emerging Market for GreenProductsMany include making homes and transportationgreener43%41%33%39%52%66%64%60%80%10%10%20%29%37%45%69%Energy savinglightingProgrammablethermostatHigh efficiencyheatingHigh efficiencycoolingHome waterpurification systemHigh MPG vehicleWeather stationEco-Friendly Home% Who Have Own% Maximum Potential Incidence 16. Many Energy-Related Products and ServicesHave Potential for Long Range GrowthA third of consumers are interested (or already own)an alternative fuel vehicle and solar heating systems17%23%29%27%35%34%34%32%4%4%3%4%7%3%8%3%Hybrid fuelvehicleSolar homeheatingNatural gas/electric vehicleSolar waterheaterTrashcompactorBio-poweredvehicleRemote homesystem controlGreen financialinvestments% Who Own% MaximumPotential isUnrealized 17. Where is the Services Opportunity?We estimate $104 Billion annual market forgreen productsOpportunities: Green mortgages Green home equity loan Green vehicle financing Partnerships with energy companies Securities backed by these investments 18. 18Many Are Turning to the Web for Help5%4%8%18%17%17%16%23%21%24%27%% Who Have Done It In Past 12 MonthsGot gas mileage infoResearched public transit optionsLooked up green tips for homeVisited site of environmental orgResearched candidates' enviro viewsGot recycling infoVisited co website for green viewsObtained appliance energy ratingsEnvironment forumsDonated to political campaignResearched car poolsOpportunities foronline content tohelp consumersfind greensolutions andnetwork withother green-mindedconsumersSource: National Technology Readiness Study, Rockbridge Associates, December 2007 19. 19Segmenting the Green Market 20. 20Key QuestionsWho is driving the green movement?What is the role of innovativeness (if any) indriving the movement?? 21. 21A Green Segmentation of the Market1 out of 10 adults Green Tech Leaders are influencers They also embrace technology and believe in its ability to solve problemsAnother 2 out of 10 Green Tech Followers are deeply committed togreen issues and view technology as playing a role10%31%22%12%7%18%Source: National Technology Readiness Study, Rockbridge Associates, December 2007Green Tech LeadersGreen Tech FollowersTech Savvy Green SympathizersEnviro-Friendly SkepticsNave ConsumersAnti-Greens 22. 22Psychographic Profile of 6 SegmentsCommitmentto Green Influence Absence ofSkepticismLove ofTechGreen Tech Leaders High High High HighGreen TechFollowers High Low High MediumTech-SavvySympathizers Medium Low Medium HighEnviro-FriendlySkeptics High Low Skeptical LowNave Consumers Medium Low Medium LowAnti-Greens Low Low Skeptical Medium 23. 23Commitment: I Encourage Friends / Family to BeEnvironmentally Friendly% Who Agree With Statement6%41%Green Tech LeadersGreen Tech FollowersTech Savvy GreenSympathizersEnviro-Friendly SkepticsNave ConsumersSource: National Technology Readiness Study, Rockbridge Associates, December 200798%88%50%89%Anti-Greens 24. 24Influence: Others Come to Me For Adviceon Being Green% Who Agree With Statement2%0%22%9%Green Tech LeadersGreen Tech FollowersTech Savvy GreenSympathizersEnviro-Friendly SkepticsNave ConsumersSource: National Technology Readiness Study, Rockbridge Associates, December 200726%50%Anti-Greens 25. 25Influence: The Use of Social MediaGreen TechLeaders influenceothers throughsocial mediaGreen TechLeaders influenceothers throughsocial mediaAnti-Greens alsouse socialmedia, and mayinfluence otherson their viewsAnti-Greens alsouse socialmedia, and mayinfluence otherson their views% Who Agree With Statement53%21%20%35%17%50%Green Tech LeadersGreen Tech FollowersTech Savvy GreenSympathizersEnviro-Friendly SkepticsNave ConsumersAnti-Greens 26. 26Skepticism: There Is Nothing Anyone Can DoTo Prevent Global Warming% Who Agree With Statement7%Green Tech LeadersGreen Tech FollowersTech Savvy GreenSympathizersEnviro-Friendly SkepticsNave ConsumersSource: National Technology Readiness Study, Rockbridge Associates, December 200763%17%46%25%2%Anti-Greens 27. 27Love of Tech: Other People Come to Me forAdvice on New Technology% Who Agree With Statement28%1%31%58%21%96%Green Tech LeadersGreen Tech FollowersTech Savvy GreenSympathizersEnviro-Friendly SkepticsNave ConsumersAnti-Greens 28. 28Profile of Green Segments 29. 29Green Tech Leaders 10% of MarketHow They Think Who They Are Important to be green Early Adopters Technology can save us Green gadgets are cool Like trying new green tech Do research and influenceothers on green products Like doing business withgreen companies Green is good for the wallet Younger More likely to have kids Tech professions Higher incidence of work PC use home networks high-speed home Internet access Internet on the go Higher web presenceand subscriptions toonline music and video 30. 30Green Tech Followers 18% of MarketHow They Think Who They Are Adamant about protectingthe environment People must reduce theirimpact on the environment Green gadgets are fun Like trying new greentechnologies Research green products Like dealing with green cos. Green is good for the wallet Older Female Higher homeownership rates Lower incidence ofcell-only households Spend fewer hoursonline Lower webpresence 31. 31Other Relevant Green SegmentsTech-Savvy GreenSympathizers (31%) Care about the environment Early adopters oftechnology NOT green activists orboosters, but sympathetic Like doing business withgreen companies Green is good for the wallet Skew younger, male, heavyusers of technologyEnviro-FriendlySkeptics (12%) Adamant about being green Technophobic Technology may worsen ourproblems, not sure what to do Want proven technologies to helpthe environment Research green products Like dealing with green cos. Green is good for the wallet Skew older, less techy 32. 32Segments Where Green is Less RelevantNave Consumers (22%) Hold socially acceptableopinions, but no urge to act More concerned with gettingby on a day to day basis thanbeing green Many are technophobic Low interest/awareness ofgreen tech or products Will avoid using greentechnologies until they areproven Skew female, less techyAnti-Greens (7%) Not committed toenvironmental issues Dont care about greentechnologies or products More concerned with gettingby on a day to day basis Environmental activists areirresponsible; the Earthbelongs to humanity Oppose regulation Skew younger 33. 33Deploying a GreenServices Marketing Strategy 34. Will Green Marketing Help a Company?Yes! but they have to be sincere!% Who Agree With Statement68% 72%I like to do business withcompanies that areenvironmentally responsibleSource: National Technology Readiness Study, Rockbridge Associates, December 2007I resent companies that say theycare about the environment butdon't mean it 35. Example:

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