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For more information, contact: Joe Bates, VP 703-757-5213 ext. 14 jbates@rockresearch

It’s Not Easy Being Green … … Or, Is It? Presented by: Charles L. Colby Joe Bates Joe Taliuaga Rockbridge Associates, Inc. 17 th Annual Frontiers in Service Conference October 3, 2008. For more information, contact: Joe Bates, VP 703-757-5213 ext. 14 jbates@rockresearch.com.

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For more information, contact: Joe Bates, VP 703-757-5213 ext. 14 jbates@rockresearch

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  1. It’s Not Easy BeingGreen……Or, Is It?Presented by:Charles L. ColbyJoe BatesJoe TaliuagaRockbridge Associates, Inc.17th Annual Frontiers in Service ConferenceOctober 3, 2008 For more information, contact: Joe Bates, VP 703-757-5213 ext. 14 jbates@rockresearch.com

  2. A Little About Us…

  3. Rockbridge Overview • Full Service Market Research Consultancy • Founded in 1992, based in Washington, DC area • Our Practice Areas • Product Optimization & Concept Testing • Customer Satisfaction and Retention • Positioning and Communications Research • Market Segmentation • Website Usability Rockbridge specializes in services, technology and media sectors Corporate Partner Proud Member of Center for Excellence in Service

  4. Rockbridge’s National Technology Readiness Survey (NTRS) has gathered consumers’ opinions and usage of technology since 1999 The study is co-sponsored by the Center for Excellence in Service, R. H. Smith School of Business, University of Maryland Methodology: 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/phone access Background & Methodology

  5. Why DoesGreenMatter?

  6. Americans Believe in Environmental Stewardship I want to protect the environment for the benefit of future generations The Earth belongs to humanity to do with as it pleases Source: National Technology Readiness Study, Rockbridge Associates, December 2007

  7. Will The Green Trend Last?

  8. Chances Are Good • California has been leading the way in enacting green laws: • Mandated recycling of TVs and monitors • Requiring retailers to take back plastic bags • Almost outlawed incandescent light bulbs

  9. GreenSentiment Runs High

  10. Is There An Environment “Problem”? Source: National Technology Readiness Study, Rockbridge Associates, December 2007

  11. Can Something Be Done? • Consumers believe collective action will work • And regulation will not hurt Source: National Technology Readiness Study, Rockbridge Associates, December 2007

  12. Can Technology Help? • There is strong faith in technology • Green tech helps the economy… • The internet gives us a medium to work together • …while more efficient products and services help the wallet Source: National Technology Readiness Study, Rockbridge Associates, December 2007

  13. What is the Potential for GreenProducts and Services?

  14. Service Technology EmpowersConsumers to Be Green % Who Have Done % Maximum Potential Incidence Opportunities for financial services, utilities, IT firms, publishers Source: National Technology Readiness Study, Rockbridge Associates, December 2007

  15. There is an Emerging Market for Green Products • Many include making homes and transportation greener % Who Have Own % Maximum Potential Incidence

  16. Many Energy-Related Products and Services Have Potential for Long Range Growth • A third of consumers are interested (or already own) an alternative fuel vehicle and solar heating systems % Who Own % Maximum Potential is Unrealized

  17. Where is the Services Opportunity? • We estimate $104 Billion annual market for green products • Opportunities: • Green mortgages • Green home equity loan • Green vehicle financing • Partnerships with energy companies • Securities backed by these investments

  18. Many Are Turning to the Web for Help % Who Have Done It In Past 12 Months Opportunities for online content to help consumers find green solutions and network with other green-minded consumers Source: National Technology Readiness Study, Rockbridge Associates, December 2007

  19. Segmenting the Green Market

  20. Key Questions Who is driving the green movement? What is the role of innovativeness (if any) in driving the movement? ?

  21. A “Green Segmentation” of the Market 1 out of 10 adults – “Green Tech Leaders” – are influencers They also embrace technology and believe in its ability to solve problems Another 2 out of 10 – “Green Tech Followers” – are deeply committed to green issues and view technology as playing a role Source: National Technology Readiness Study, Rockbridge Associates, December 2007

  22. Psychographic Profile of 6 Segments

  23. Commitment: “I Encourage Friends / Family to Be Environmentally Friendly” Source: National Technology Readiness Study, Rockbridge Associates, December 2007

  24. Influence: “Others Come to Me For Adviceon Being Green” Source: National Technology Readiness Study, Rockbridge Associates, December 2007

  25. Influence: The Use of Social Media Green Tech Leaders influence others through social media Anti-Greens also use social media, and may influence others on their views

  26. Skepticism: “There Is Nothing Anyone Can DoTo Prevent Global Warming” Source: National Technology Readiness Study, Rockbridge Associates, December 2007

  27. Love of Tech: “Other People Come to Me for Advice on New Technology”

  28. Profile of Green Segments

  29. Green Tech Leaders – 10% of Market How 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 influence others on green products • Like doing business with green 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 “presence” and subscriptions to online music and video

  30. Green Tech Followers – 18% of Market How They Think Who They Are • Adamant about protecting the environment • People must reduce their impact on the environment • Green gadgets are fun • Like trying new green technologies • Research green products • Like dealing with green cos. • Green is good for the wallet • Older • Female • Higher home ownership rates • Lower incidence of cell-only households • Spend fewer hours online • Lower web “presence”

  31. Other Relevant Green Segments Tech-Savvy Green Sympathizers (31%) • Care about the environment • Early adopters of technology • NOT green activists or boosters, but sympathetic • Like doing business with green companies • Green is good for the wallet • Skew younger, male, heavy users of technology Enviro-Friendly Skeptics (12%) • Adamant about being green • Technophobic • Technology may worsen our problems, not sure what to do • Want proven technologies to help the environment • Research green products • Like dealing with green cos. • Green is good for the wallet • Skew older, less techy

  32. Segments Where Green is Less Relevant Naïve Consumers (22%) • Hold “socially acceptable” opinions, but no urge to act • More concerned with getting by on a day to day basis than being green • Many are technophobic • Low interest/awareness of green tech or products • Will avoid using green technologies until they are proven • Skew female, less techy Anti-Greens (7%) • Not committed to environmental issues • Don’t care about green technologies or products • More concerned with getting by on a day to day basis • Environmental activists are irresponsible; the Earth belongs to humanity • Oppose regulation • Skew younger

  33. Deploying a GreenServices Marketing Strategy

  34. Will Green Marketing Help a Company? Yes! …but they have to be sincere! Source: National Technology Readiness Study, Rockbridge Associates, December 2007

  35. Example: Online Financial Statements

  36. Example: Green Investments

  37. To Sum It Up…

  38. To Sum It Up… Consumers care about the environment, even if some are only joining the bandwagon to be PC Embracing technology and being green are not mutually exclusive ideologies When marketing green products and services, focus on the following messages: Your company cares about the environment (and you have to back this up with actions that show it) If we all work together, we can have an impact Your product is environmentally conscious Buying your product will not only help the environment, it is good for the consumers’ wallets Target Green Tech Leaders with your message They will evangelize on your behalf Social media is key

  39. Questions?

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