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TOC | Order
Report |
The Five Foundations of Marketing Sustainability in the New Economy
Summary
Consumers around the world breathed a collective sigh of relief when
the “oughts” passed into history on January 1, 2010. A rough decade
characterized with bubbles popping, political, corporate, sports
star scandals, terrorism becoming part of the daily news cycle,
and international turmoil concluded with the worst financial crisis
since the Great Depression. Americans have every reason to be
exhausted, bitter, and skeptical.
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However, while there is evidence of that downbeat sentiment among
consumers, NMI sees many reasons to be optimistic:
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We are in the midst of the most meaningful debates on health care
and climate change that America has ever seen, both of which have
the possibility of reshaping market sectors of the economy.
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Companies are taking greater responsibility for their actions
in the marketplace – internalizing externalities without regulation.
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Consumers are making small but meaningful changes in their day-to-day
lives to both lighten their footprint on the environment and to
be physically healthier.
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Mainstream consumers are awakening
to sustainability and identifying points of relevance
to their lives.
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Meanwhile, LOHAS
consumers (the environmental stewards) continue to evolve
and push for greater accountability – demanding ever-greener
products and deeper behavioral commitment on their part.
- As the world gets more challenging, Americans persistently
pursue the ideals that our country was built on – a
Puritan work ethic and the concept of American exceptionalism.
We are making the most out of the cards we’ve been dealt,
and believe that we can rise above and beyond the current
status quo.
This year, we have changed our reporting structure in two significant
ways:
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We migrated to a presentation-style format to ease integrating these
data into your internal presentations.
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We structured the report around five key topics we believe are
foundational to the current sustainability marketplace:
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Will Sustainability Survive the Recession?
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The Rise of
Consumer Responsibility
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Transparency 2.0 – The Next Evolution
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A Redesign of Consumer Targeting and CSR Communications
- Taking Action and Communicating Across the Product Lifecycle
This year’s report also includes an updated calculation of consumer
spending in the US LOHAS marketplace (Chapter 6)
NMI pioneered quantifiable consumer research on the sustainability, environment,
and social issues space in 2002, long before it was mainstream, covered
in the daily news, or commonly discussed in Fortune 50 boardrooms.
Despite the challenges of the past decade, and 2009 in particular,
it is as clear as ever that sustainability is here to stay, that it
drives business strategy, returns positive results to shareholders,
and appeals to consumers across the green spectrum.
Methodology
NMI first designed the LOHAS Consumer Trends Database® (LCTD) in 2002
to measure and describe the marketplace for LOHAS products/services,
the consumers that use them, consumers’ expectations of corporate behavior,
and attitudes toward environmental and social issues. Particular attention
is paid to consumers’ attitudes, behaviors, psychographics, lifestyle
activities, and product/service usage patterns in order to provide
readers with the information they need to capitalize on growing sustainability
and corporate responsibility initiatives.
In many ways, this project scope has evolved beyond a typical market
research study that focuses solely on buying behavior and product benefits.
Because consumers are increasingly “voting with their dollars” and
aligning their personal values with the brands they buy, companies
need to understand consumers’ expectations beyond simply the product.
And, they need to articulate and demonstrate their own values – what
the brand and the company stand for (beyond basic product attributes
and benefits) and how they manifest what they really stand for.
Undertaken by NMI on behalf of its sponsor clients, this research was
fielded in July 2009 via a primary consumer survey of 4,033 U.S. general
population adults. The results of this survey are nationally projectable
to the U.S. adult population and statistically valid at the 95% confidence
level +/- 1.2%. The data have been post-weighted to match multiple
U.S. Census demographic measures. The study utilized a leading online
research firm, and was designed, managed, and analyzed by NMI.
Development of NMI’s unique and proprietary consumer segmentation model
began with evaluating over 170 different attitudinal and behavioral
variables, later narrowed to approximately 15. Cluster centers were
defined as dense regions in the multivariate space based on a k-means
segmentation of the attitudinal variables from the LOHAS survey.
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This segmentation can be used to identify and predict LOHAS segment
membership as part of a quantitative extrapolative analysis of
future consumer behavior.
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Each segment is mutually exclusive and is designed to have the
maxi-mum differentiation between consumer groups and the maximum
homogeneity within each consumer group. The predictive accuracy
is high at 80%.
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NMI routinely reviews the segmentation to ensure that it is an
accurate representation of the consumer marketplace.
NMI conducts LOHAS research in more than 20 countries around the world,
including Europe, Canada, Asia, and Pacific regions. For more details
on other LCTDs, please contact NMI.
For information on NMI’s European LOHAS report, click
here.
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