GreenShorts was proud to be invited to host a working session at this year's Earth Day Canada's Beyond Green youth summit. This presentation helped facilitate a conversation on green marketing, consumer expectations from brands and companies and how the topic of recycling can be used as a meaning conversation for brands. We reviewed a few pieces of advertising from Brita, Kijiji and Johnson & Johnson.
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1. Actionable & Timely Market IntelligenceThe Lexicon of
Recycling GreenShorts ResearchOctober 27, 2013 2013 GreenShorts
Inc. - All Rights Reserved -1 www.greenshortsresearch.com
2. > This Morning Part presentation; Part Brainstorming Think
about: What would you like to see as consumers? What would you tell
brands? What would you like to test? 2013 GreenShorts Inc. All
Rights Reserved. www.greenshortsresearch.com2 3. >Sustainability
is an obvious three-way street; Could increased customer demand
speed up the journey? Profitability Responsibility
InnovationBusinessGovernment Policy Law Taxes 2013 GreenShorts Inc.
All Rights Reserved. www.greenshortsresearch.comConsumers Demanding
Cynics Purchasing power3 4. >How do we have meaningful
conversations with consumers that may actually change their
behaviour? 2013 GreenShorts Inc. All Rights Reserved.
www.greenshortsresearch.com4 5. Uncover their EXPECTATIONS
EXPECTATIONSEXPECTATIONS EXPECTATIONSEXPECTATIONS 2013 GreenShorts
Inc. All Rights Reserved. www.greenshortsresearch.com5 6.
>Easier said then done. Consumers are difficult to understand,
especially where GREEN is involved.Moral Dimension Religion,
Exercise, Eating HealthyAttitude Behavior gap Say vs.
DoInconsistent behavior Energy saving light bulbs and open windows
in the winter 2013 GreenShorts Inc. All Rights Reserved.
www.greenshortsresearch.com6 7. 2013 GreenShorts Inc. All Rights
Reserved. www.greenshortsresearch.com7 8. >Understanding how to
talk to consumers requires balanceQuantitativeEthnographySocial
Media 2013 GreenShorts Inc. All Rights Reserved.
www.greenshortsresearch.com8 9. By observing and listening to
people we are able to better understand how they think and why they
make decisions. 2013 GreenShorts Inc. All Rights Reserved.
www.greenshortsresearch.com9 10. >But how do we explain smart
choices when the reasons could be complicated? 2013 GreenShorts
Inc. All Rights Reserved. www.greenshortsresearch.com10 11. >We
could try to segment the universe and assume greener customers will
understand us 2013 GreenShorts Inc. All Rights Reserved.
www.greenshortsresearch.com11 12. Sorry, segmenting us is not a
good use of time 2013 GreenShorts Inc. All Rights Reserved.
www.greenshortsresearch.com12 13. Green is the new Pink [?] Nope,
not really > Shades of green from light to dark > Attitudes
towards green from leader to cynic > Percentage of the
population that do and dont buy green > the list goes on Most
segmentations describes or refers to some level of linear or
progression.Frankly, eco-consumerism is far more random and thus we
cant assume certain consumers will have a larger eco-vocabulary
then other. 2013 GreenShorts Inc. All Rights Reserved.
www.greenshortsresearch.com13 14. 2013 GreenShorts Inc. All Rights
Reserved. www.greenshortsresearch.com14 15. >One thing we found
that ties us all togetherRecycle RecycledRecycling Recyclable
Upcycle 2013 GreenShorts Inc. All Rights Reserved.
www.greenshortsresearch.com15 16. Recyclingin Advertising 2013
GreenShorts Inc. All Rights Reserved. www.greenshortsresearch.com16
17. Bottles 2013 GreenShorts Inc. All Rights Reserved.
www.greenshortsresearch.com17 18. ExercisePlastic
BottlesHeathWasteGreener BehaviorConnections matter Eco decisions
are not made in isolation and RECYCLING is a notion we all
understand 2013 GreenShorts Inc. All Rights Reserved.
www.greenshortsresearch.com18 19. Local Hero 2013 GreenShorts Inc.
All Rights Reserved. www.greenshortsresearch.com19 20.
>Rebranding a classified ad as an environmental enabler with the
undertone of reuse Local hero who helped out a neighbor Ensures a
new appliance wasnt manufactured 2013 GreenShorts Inc. All Rights
Reserved. www.greenshortsresearch.comPlanet thanked him. He can
feel GOOD about it.20 21. >Unique recycling insight put to use
in a new brand campaign 2013 GreenShorts Inc. All Rights Reserved.
www.greenshortsresearch.com21 22. Smallest Room 2013 GreenShorts
Inc. All Rights Reserved. www.greenshortsresearch.com22 23.
>What resonates most with you? What are your expectations from
companies? 2013 GreenShorts Inc. All Rights Reserved.
www.greenshortsresearch.com23 24. Packaging& Waste 2013
GreenShorts Inc. All Rights Reserved. www.greenshortsresearch.com24
25. >Innovative packaging. Does it make a difference? 2013
GreenShorts Inc. All Rights Reserved. www.greenshortsresearch.com25
26. >33% lower carbon footprint then virgin plastics 60%+
reduction in fossil fuels 2013 GreenShorts Inc. All Rights
Reserved. www.greenshortsresearch.com26 27. >What bothers you?
What would you like to see changed? 2013 GreenShorts Inc. All
Rights Reserved. www.greenshortsresearch.com27 28. Actionable &
Timely Market IntelligenceThank You Thomas Accardo Co-Founder,
GreenShorts [email protected] 2013 GreenShorts
Inc. - All Rights Reserved -www.greenshortsresearch.com 28 29.
>Recycling is part of Patagonias brand 2013 GreenShorts Inc. All
Rights Reserved. www.greenshortsresearch.com29
