In their view, they distinguish 4 types of consumers:
Ego | 38% | Is focused on the individual (and especially on themselves), has traditional values and is mainly motivated to make sustainable choices when it simultaneously serves personal goals such as price or health.
Moderate | 28% | Are happy with things as they are, but become interested in sustainability when it is trendy or becomes the norm.
Smart | 17% | More actively seeks email contact lists uk combinations in solutions that are good for both themselves and the planet.
Dedicated | 17% | Has sustainability as a core value and is well informed about corporate initiatives in this area.
What do you get out of this information? It helps you realize:
That encouraging sustainable behavior works in different ways for different people.
That your target groups are also divided into their motives and you need to understand them in order to communicate effectively.
And who ended up at number 1 of that index? Then you can look it up in the report yourself .
A nice insight: go for the light green consumer
An odd duck in this article about research, but I didn't want to keep this view from you. During the Nima Marketing Day, Marcel, from Marcel's Soap, presented his market approach. He focuses on the 'light green' consumer. By light green he means the consumer who is prepared to make concessions for the sake of sustainability, but not all concessions.
For example: a 'dark green' consumer demands that his products are perfume-free. But that would mean losing so many buyers that his total impact on the environment would be smaller. Marcel started his soap production with the idea of offering the consumer more sustainable options with a low threshold. So that they stay away from the more polluting cleaning products. Making a difference in the total with relatively small steps.