Making the Consumer + Sustainability Connection A global research project

Why Sustainability: A Series of Lexicons

Why Sustainability: Importance

Why Sustainability

Sustainability Challenges

Rainforest Alliance introduction

Wilson Griffin

Mission Statement

The Rainforest Alliance works to conserve biodiversity and ensure sustainable livelihoods by transforming land-use practices, business practices and consumer behavior.

Sustainable Shopping

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How do we talk about Sustainability?

‘When we refer to sustainability, we mean that crops are grown, wood is harvested and products are manufactured in ways that support the long-term health of the environment and the social and economic well-being of people everywhere.’

What is Sustainability?

Imagery and

Associations Emotions

Products and

Categories Brands

HOW

Visual

Associations

Words and

products

Projective

Techniques

We Help You Understand…

2000 interviews total

Markets Covered

Key Associations

Unaided Words Most Associated - Overview

Top Common Words

Recycle

Except for China

Nature/ Natural Green Environment

Top Unique Words

Health/ Healthy

Future Life

Responsibility Preservation

Economy

Clean Earth

Renewable Reuse Lasting

Growth Continuity

Energy

Dark green = Top tier Light green = Middle tier Gray = Third tier

Except for China Higher for Brazil Higher for US, UK

Developing

Conservation Support

Love Happiness

Unaided Words Most Associated

Larger font = higher mentions

Unaided Words Least Associated - Overview

Top Common Words

Pollution Waste/ Wasteful

Top Unique Words Garbage/

Trash

Greed Disposable

Oil

Money Weak Death Anger

Artificial

Destruction Damage Deforestation Selfishness Corruption

Dark red = Top tier Orange = Middle tier Gray = Third tier

Unaided Words Least Associated

Larger font = higher mentions

5 Word Most Similar to Sustainable

• Preserving (61%)

• Organic (51%)

• Moderate use of

materials/resources

(50%)

• Preserving (56%)

• Ethical (53%)

• Moderate use of

materials/resources

(53%)

• Healthy (67%)

• Balanced (56%)

• Fresh (56%)

• Preserving (82%)

• Healthy (75%)

• Organic (70%)

• Healthy (76%)

• Organic (67%)

• Additive free (67%)

Unique mentions by market

Common across all markets

Mentioned by ~65-85%

Environmentally friendly Mentioned by ~60-75%

Natural

Blue = common across 3 markets

Uncovering emotional and non-verbal insights

Only 5-20% of decision

making is conscious

- Zaltman, 1995 et al

Use of imagery helps improve

verbal dissonance - patients forgot 80% of verbal

communication

- graphical cues improve recall

± 80% of human

communication is non-verbal

- Weiser, 1998

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eCollageTM

Diverse Image Library

Top eCollage Images All countries

Images shown are selected by at least 10% of Total Respondents

Larger Images = More frequently selected

Images shown represent significantly more selections than all other countries.

Images shown are selected by at least 10% of respondents within the given country.

No

standout

images

Standout Images by Market

All countries

Green

Initiatives

Preserving

Nature

Environmental

Harm

Top Dimensions

“Sustainability means growing and eating foods that won't harm the environment and can be continued

year after year without depleting the supply. It's healthy, real food, no preservatives or chemicals, no

GMOs. It's taking care of our world and being responsible. It's working together to achieve health

and balance. It's fresh and environmentally friendly.” Female, Age 50, US

A Healthy Responsible World

“New ways to sustain the environment without harming nature. Recycling is the best way of generating

sustainable energy and thus not pollute our air and our waters. We will have clean land to plant and harvest

more food without pesticides and this will also improve health if we adopt healthy eating habits. Bicycles will

help us move around without polluting the air.” Female, Age 55, Brazil

Sustainability Now!

Top Products Associated and Purchased

Coconut water

Veggies Fruits Fruit juices

Nuts

Tea

Dairy products

Coffee

Mineral water

Mentioned by ~75-80% Mentioned by ~70-80%

Mentioned by ~35-60%

Mentioned by ~55-80% Mentioned by ~50-65%

Mentioned by ~45-55% Mentioned by ~30-45%

Mentioned by ~45-75%

Mentioned by ~35-75%

Flags = Higher than 3-4 other markets

Top 5 Values Associated with Sustainability

• Health (50%)

• Consciousness (50%)

• Ethic (45%)

• Integrity (45%)

• Ethic (60%)

• Fair (45%)

• Health (75%)

• Trustworthy (60%)

• Consciousness (80%)

• Health (70%)

• Ethic (65%)

• Fair (55%)

• Trustworthy (50%)

Unique mentions by market

Common across all markets

Mentioned by ~70-80%

Responsibility Mentioned by ~65-80%

Social Responsibility

Blue = common across 3 markets %s are approximate

Mentioned by ~45-65% (Except for Brazil)

Moral

Top of mind values of brands purchased: Mostly in line with Sustainability values, but more respondents cite Integrity,

Trustworthy, Authenticity for Brand values

Brand Associations

(Yili Group)

Familiarity and Importance

Frequency of Seeing the Word

3% 3%

28% 24%

9% 8% 6%

53% 52%

38% 40% 37%

16% 21%

52% 51% 57%

US UK India Brazil China

Very often

Occasionally

Rarely

Never

=outscores both US and UK =outscores emerging markets (India, Brazil, and China)

Change Past 2 Years

5%

9% 8%

15%

5% 5%

42% 38% 24%

18% 19%

43% 51%

59%

77% 76%

US UK India Brazil China

I have seen the word more often

I have not seen a difference in howoften the word is used

I have seen the word used less often

I have not seen the word used at all

= Higher than 3-4 other markets

No unique

mentions Energy use Standard of living

Environmental

protection

Advertising, TV*

Environmental

protection

Unique mentions by market

Common across all markets

Mentioned by ~10-20%

The Environment

Mentioned by ~20% or more

• Energy use

• Agriculture, farming

• In relation to food

• Agriculture, farming • Long lasting

• Development, growth

• Standard of living

• Natural resources

• Business

• Advertising, TV

• Development, growth

• Textbooks, in school

Mentioned by 10-20%

*Mentioned by ~40%

Change in Context

Importance of Label To

p 2

Bo

x

Bo

tto

m 2

Bo

x

42% 40% 86% 87% 73%

15% 17% 2% 2% 5%

=outscores both US and UK =outscores emerging markets (India, Brazil, and China)

Label Impact on Purchase Intent

80%

2%

18%

79%

1%

20%

96%

2%

2%

96%

1%

3%

98%

0%

2%

=outscores both US and UK =outscores emerging markets (India, Brazil, and China)

No

Impact

More

Likely

Less

Likely

Communication of Initiatives

A stamp/seal on products

Advertising campaigns that inform about their

initiatives

By communicating company values

~60-70% ~50-80% ~35-60%

Flags = Higher than 3-4 other markets

So What Did we Learn?

‘When we refer to sustainability, we mean that crops are grown, wood is harvested and products are manufactured in ways that support the long-term health of the environment and the social and economic well-being of people everywhere.’

Back to the Beginning: How We Talk About Sustainability

Top of Mind Associations Personal Sustainability Values

Recycle Nature/

Natural Green

Responsibility

Social Responsibility

Moral

Closing the Gap

“So What” - Becoming Relevant

Becoming

Relevant

Impacting

Perceptions

73%

Percentage of brands

most consumers

would not care if they

disappeared

Creating

Differentiation

80%

Say they will be more

likely to purchase

products with a

sustainable label

Mindful

Consumers

Are increasingly buying

from brands that align

with their values and

beliefs

Now What? What are you struggling with for your brands?

Going beyond the

surface to understand

emotions

Using Projective

Techniques

Enabling

Techniques

http://www.buzzback.com/#tools

eCollage Blobs Thought Bubble

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