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1 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia

CUSTOMER

ENGAGEMENT VIA

GLOBAL TRENDS ConsumerLife, Futurebuy findings

Norrelle Goldring, October 2015


Agenda: 6 global trends for today

Per trend:

What it is 1

How it plays out: ConsumerLife and Futurebuy proof points 2

Examples of companies leveraging the trend 3


Asia-Pacific

• Australia

• China

• Hong Kong

• India

• Indonesia

• Japan

• Malaysia

• Singapore

• South Korea

• Taiwan

• Thailand

• Vietnam

North America

• USA

• Canada

Western Europe

• Belgium

• France

• Germany

• Italy

• Netherlands

• Spain

• Sweden

• UK

Central/Eastern Europe

• Czech Republic

• Poland

• Russia

Latin America

• Argentina

• Brazil

• Mexico

• Peru

Middle East/Africa

• Egypt

• Ghana

• Kenya

• Nigeria

• South Africa

• Turkey

• 30,000+ consumers each year

• Running 20 years

• Consumers aged 15+

• Between 1,000 and 1,500 consumers

per market

• Covering c.84% GDP

• Data available for Oz 2009 onwards

“Largest, longest-standing and

most robust consumer trends

study in the world”

GfK Consumer Life | Overview


GfK Consumer Life | Topic coverage

Food and beverage

Aspirations, life attitudes

Technology and media

Health and personal care

Advertising & brands

Money & finance

Consumer mood

Travel and automotive

Influences & information

Retail & shopping Leisure and lifestyle

Personal Values

Environment & CSR …and more

Insights in to virtually all dimensions of life…

…providing a holistic view of consumers’ lives


GfK Futurebuy 2015 Overview

25 Countries … 15 Categories …

Australia

Canada

Mexico

US Romania

Germany Poland

Spain

France

Russia

Bulgaria

Columbia

Argentina

Brazil

Korea China Japan

Futurebuy is GfK’s proprietary survey of shopper attitudes and behaviours- run annually since

2009

FMCG Consumer Durables

Beauty and Personal Care

Packaged Food/Bev

Household Washing and

Cleaning products

OTC Healthcare

Consumer Electronics

Mobile Phones

Home Appliances

FMCG Consumer Durables

Financial Services

Healthcare Services

Meals at Restaurant

Automotive

Toys

Apparel

Home Improvement

Home and Garden

20

minute

Online Survey N = 1000 per country (18+)


6 global trends for today‘s presentation

Selected from 12 ConsumerLife ‘Trendkeys’


The 6 trends we’ve chosen for today’s presentation 12 Global Trends under 5 Themes that represent genuine, long-term shifts in the attitudes and behaviors that shape consumers’ needs

Sense of Well-being

Streamlined

Satisfaction We Are All Influencers

Eco-citizenship Identity

Considered

Consumption Instant Everywhere Experience Safe & Secure

House to Home Redefining Value

Prevention Engaging in proactive

and peace-of-mind

strategies

Conscientious Choices increasingly

influenced by social

considerations

@Home

Wherever Connecting with consumers

on their terms

Me-ism Brands channel self-

expression and

personal influence

Expectation More…is no longer

enough


Translation of global trends into some (not all) customer

engagement drivers

Trend Engagement Driver Translation

Instant Everywhere Micro-moments, mobile, omnichannel, shop & deliver anywhere,

convenience

Experience Collaboration, emotion, humanising retail, novelty & fun

We’re all influencers now Reviews, sharing economy, social media role

Identity Co-creation. Know me to tailor products, services & offers to me

Streamlined Efficient, easy, simple, one-tap/one-click, choice and complexity reduction

Safe & Secure Cyber privacy & security, risk mitigation eg guarantees


Some Caveats for what you’re about to see …

• There is some crossover with execution of the trends – a single application may

talk to more than one trend

• It’s rare to find a company doing everything well. Tends to be pockets of

excellence on certain things within certain companies

• Range of examples to cover the various industry sectors and interests of those in

the room.

10 © GfK November 13, 2015 | Customer Engagement Global Trends breakfast seminar Nov 2015 Australia “What do I want? Everything. When do I want it? Now!”

Instant Everywhere Global Trend | TrendKey


360º Convenience

On-demand

Stretched Lives

Empowerment

Immediacy

Flexibility

Service

Connectivity

Instant Everywhere | Insight & Keywords

I n s i g h t

I expect to have access to goods,

services and entertainment around-the-

clock and on-the-go, delivered wherever

and whenever I dictate, in a format I

demand. As I feel under more time

pressure than ever before, convenience

is a must, and products and services

that help me to save time and effort are

a real bonus. Anything that cuts down on

chores and leaves me with more leisure

time is also to be welcomed.

K e y w o r d s

88% Med-High Impact


Consumerlife proof points

It is important to always be

reachable wherever I am

Satisfaction with availability of

online ordering and home delivery

Innovation means … A faster

way of doing something

I really need the shops and services I use to be

available at all times

I'm willing to settle for an inferior product or

service if it's available when I need it

24/7

27% 50% 25%

20% 10%


In Australia, the continued growth of shopping tasks via mobile devices is at

the expense of PCs – we’re becoming more mobile in our shopping

Australia

88

24

23

15

Computer at home

Computer at work

Smartphone

Tablet

2013

81

17

34

24

2014

80

16

41

29

2015

%

Q12 Which of the following devices have you used to help you shop for a product in the past 6 months?

Source: Futurebuy 2015 Australia data


Shop en Route with ‘Click and Collect’ … anywhere

Boxeway, Argentina

Click & Collect lockers in high-traffic areas such as

gas stations and train terminals. Lockers are rented

out by retail brands who contact their customers via

text or email when the item has reached the locker.

InPost, UK

A network of 1,000 parcel lockers for

marketplace sellers and businesses

ParcelPod, UK

Parcel and mailboxes for unattended deliveries

– at your home or place of your choosing


Webcam enabled live chat with company staff

Source: Trendwatching.com

• Mumbai-based IndusInd Bank Video Branch: a

service that provides video conferencing with branch

managers. Via a free desktop or cellphone app,

customers can schedule and participate in video

calls, complete transactions and access a contact

centre

• Bank of America Express Branches feature ATMs

that allow live video chat with bank staff

And then there’s … US insurance company Esurance – webcam enabled vehicle accident appraisals via

smartphone.

http://www.indusind.com/content/home/personal-banking.html

http://newsroom.bankofamerica.com/press-releases/consumer-banking/bank-america-opens-new-generation-banking-centers

http://newsroom.bankofamerica.com/press-releases/consumer-banking/bank-america-opens-new-generation-banking-centers


Experience Global Trend | TrendKey

As consumers become more sophisticated, the focus turns from ‘what I’ve got’ to ‘what I do’.


Social & Cultural Capital

Shared Experiences

Novelty & Fun

Entertainment

Exploration

Sensory Stimulation

Excitement

Happiness

Experience | Insight & Keywords

I n s i g h t

I define myself by what I’ve done and

where I’ve been rather than by material

possessions and the stuff that surrounds

me. I am always on the look-out for

anything new and exciting as I like to

experience things first. I seek novelty

and fun even in everyday products and

services. Of course it’s not just about

thrill-seeking and excitement but also

shared experiences that my friends and

family can treasure.

K e y w o r d s

71% Med-High Impact



I am always looking for novelty

and fun, even in everyday products

My home is a social hub and I

often socialize there

My home is an entertainment centre

where I have fun and enjoy myself

Experiences are more important than

possessions

Innovation means … A more fun or exciting

way of doing things

15% 12% 29%

38% 18%


If experiences are more important than products,

then storytelling = storyselling

An incredible idea makes people believe. An emotional idea makes

people care. Right stories make people act.


BOQ – Humanising Retail Banking

If this looks or feels anything like a bank, I’ll

walk out!” - BOQ CEO, Stuart Grimshaw

Objective: deliver a customer experience that aligns

with new positioning -"It's possible to love a bank!"

Results:

* In its first week this

branch outperformed No.1

flagship store on Queen

St, Brisbane

* 75% of new business

written in the first 3 weeks

from customers who have

never had a BOQ product

before


Peach bum pants crack the Chinese fruit market

Objective: boost sales ahead of China’s version

of Valentine’s Day

What: fruit vendor in Nanjing dressed the fruits in

miniature versions of women’s lingerie and sold

them for a jaw-dropping 498 yuan (US$80) for

nine naughty peaches.

Result: The idea quickly became a hit, causing

the vendor’s online fruit sales to skyrocket and

inspiring copycats, despite the astonishingly high

price.


We’re All Influencers Now! Global Trend | TrendKey

Technological developments have made it easier than ever for consumers to influence

one another.


Connected

Recommendation

Listening

Word of Mouth

Trusted Opinions

Advocacy

Real-Time Reviews

Crowdsourcing

We’re All Influencers Now! | Insight & Keywords

I n s i g h t

In a world of infinite choice and

information, it’s becoming harder for me

to make the right decision. I’m

increasingly skeptical of the claims

made by manufacturers and marketers,

so I look to the views and reviews of

fellow consumers to help me choose. At

the same time, I’m willing to let people

know what I think and to share my

perspectives with others, both good and

bad.

K e y w o r d s

85% Med-High Impact



I go out of my way to tell other people

about products and services I really like

I am interested in other people's opinions

about what products and services to buy

Interested in the use of

peer-to-peer services

18% 21% 28%

My friends and family really rely

on and trust my advice about

food and cooking.

Only 13.8% Don't ever

recommend products and

services

Technology helps to … Make me

feel connected

17% 13.8% 67% 27%

It is important to always be

reachable wherever I am


In shopping, opinions of family & friends, strangers and 3rd party

professionals are all ‘important’, and growing in importance

“IMPORTANT” AVE %

Opinions of family/friends/colleagues 39

Retailer websites 38

Product samples/demos 37

Brand websites 36

Online expert reviews 36

Price comparison/discount websites 35

Online reviews from other shoppers 35

Product packaging 34

Store circulars/flyers 33

Coupons 33

Consumer opinion websites 32

Brochures/flyers 32

TV or print advertising 31

Social is key to the future of

shopping.

31% say that social networks

have become as important as

other information sources to

make the best product choices.

This rises to 69% for ‘Leading

Edge Consumers’.


Q8 When shopping for [category] how important was each of the following factors in your shopping

decisions? Top 2 Box, average across categories


How do you love your Vegemite? 2008 … and still going as a platform

Background: In 2007-8 Vegemite HHPen was in

decline. Traditional target markets, and no

product innovation. But research yielded some

unexpected usage occasions.

What: Viral marketing campaign ‘How do you

love your Vegemite?’ inviting users to tell their

Vegemite usage stories in social media

Results: 262K+ hits to the ‘HDYLYV’ website

during the campaign. 31M+ digital ad

impressions. Sales up 5% vs best year. OOS.

Led to Cheesy Bite.


Restaurant provides perfect conditions for foodstagrams

Objective:

Enable El Burro restaurant customers to take

professional-style Instagrams of their meals.

How:

A small, portable lighting studio has been

placed inside the restaurant. The machine lets

diners place their meal inside and then select

various lighting options using the buttons on

the front. Once they’ve picked the perfect

ambient lighting, they can take a photo with

their smartphone and upload it to Instagram.


Identity Global Trend | TrendKey

“Carving out and protecting my identity, being free to be my own person.”


Individuality

Self-expression

Bespoke

Tailored

Targeted

Personality

Customized

Unique

Identity | Insight & Keywords

I n s i g h t

I am my own person and will live, act

and express myself accordingly.

I expect brands to treat me as an

individual and not define me by my age

or gender. I am not a stereotype.

Because of this, I am attracted to brands

and products that make a positive

statement about who I am, although I

don’t define myself by those brands.

K e y w o r d s

87% Med-High Impact



My individuality is reflected in how I look

and what I buy

I like to buy products that can

be tailored to my needs

20% 23%

Innovation means … Being unique and

really different

My home is an expression of myself

18% 29%


Loyalty getting harder to come by, but can be driven through

co-creation and collaboration with shoppers

63

61

46

63

59

59

60

42

56

60

I am now less loyal to any one brand as I need to shop around more to

find the best values

I am now less loyal to any one retailer, because I have to shop around

more to find the best values

I would be more loyal to a brand/retailer that lets me give input or help

shape the products/services I buy

It is important to me that the price of an item be the same whether I

buy it online or in-store

Shopping online saves money

Loyalty

Price

2015

2014

%

Q3A_14 Please indicate how much you agree or disagree with each statement as it relates to your shopping experiences in general across the many different kinds of products

and services you shop for



Target Australia’s next generation store free ‘Style Me’ service

Dedicated stylists:

• Talk to customers about the latest

fashion, style customers with what

looks good,

• Take them to a special area where

they will fit them

• Go through all fashionable pieces that

are on the floor

• Can be booked in or done on-the spot

Stores also have digital photo kiosks

which serve as tshirt printing stations for

one-offs and short runs.


Tory Burch staff ‘client book’ ipads aid customer

recommendations instore

Provides information on customer’s prior purchases and

online lists to store associate

The average order for Client Book customers is 62%

higher than the typical Tory Burch customer


3D printed spectacles fit wearer’s face perfectly

Protos Eyewear using crowdfunding is a

new startup that uses 3D printing to tailor

each pair of glasses to the shape of an

individual’s face.

Protos currently offers 24 different styles of

frame that can be altered on the fly to cater

for each customer’s needs.

Customers send two photographs of

themselves when ordering a pair – one

head-on and one side profile, which helps

the team to adjust each design to fit the

customer’s face perfectly.


Izzy’s Ice Cream (2 stores) – ‘Flavor Up’ updated every 3

mins – they SMS you when your favourite flavour is in store


Streamlined Global Trend | TrendKey

‘Less is more’ for some, but many just want to bring a little order to their cluttered lives.


Simplicity

De-cluttered

Uncomplicated

Minimalist

Innovation

Rationalisation

Choice Curation

Stress Reduction

Streamlined | Insight & Keywords

I n s i g h t

In a world of complexity, change and

choice, I look for brands and services

that can make my life simple,

manageable and uncomplicated. I

appreciate the benefits that technology

brings, but at the same time I don’t want

these developments to take over my life.

I’d like a calm, ordered, and pared-down

lifestyle to help me face the increased

stress of modern life and to focus on the

essentials.

K e y w o r d s

90% Med-High Impact



I am always looking for ways to

simplify my life If a new technology product

is not simple to use, I lose

interest in it

Innovation means … An

easier way of doing

something

27% 28% 41% 21%

I am prepared to pay more for

products that make my life

easier

Having less choice makes it easier

for me to make a purchase decision

I often feel overwhelmed with

information when I am making a

large purchase

Technology helps to … Make life

easier

20% 19% 71% 29%

I lose interest in any product or

service that is too complicated to use

Innovation means …

Simplifying something that

was too complex

27%


For shopping, Australians use mobile devices first and foremost to make the

sourcing task easier, quicker and more efficient with less wasted time

‘running around’

26

26

17

17

16

To search for information about the product/service

To compare prices or request price match

To locate a store

To check availability of a product in store

To access reviews of the product/service

Top – info, price, location, avail

To search for information about the product/service

To compare prices or request price match

To locate a store

To check availability of a product in store

To access reviews of the product/service

Q16 Let’s focus on the last time you used your device to help you shop. In which of the following ways did you use your device when you were shopping



Australia is the 4th most cashless nation in the world*

More than half of our sub-$100 credit card transactions are tap & go.

37

27

28

4

4

Cash

Credit Card

Debit Card

Mobile device

Other

35

28

30

4

4

Cash

Credit Card

Debit Card

Mobile device

Other

2014 2015

Q18B Thinking about all of the products and services you buy on a regular basis, what percentage of transactions do you estimate you pay for using each method below?

To the extent we currently find mobile payment apps clunky and want just one easy-to-use system, not

multiple platforms.

*Source: RBA CapGemini 2015 Source: Futurebuy 2015 Australia data


Paying with their faces

Description

Consumers who shop at 100% Genuine Imported Food

Chain Stores in Shanghai now need only to present

their faces and hands to complete a financial

transaction.

The ‘face pay’ technology measures and records the

capillary network data of customer’s faces and hands

using the registers. Each head and pair of hands have a

unique network of tiny blood vessels. Using an

algorithm and specialized devices, thermal scanning

can record the information much like a fingerprint.

Transactions using this technology are expected to be

not only more convenient but more secure.


Multi-purposism: Add-on turns bike helmets into a lock

Description

Belgium-based sportswear company Lazer

has developed the Cappuccino Lock, a

helmet strap add-on that enables bike

owners to use their helmet to quickly lock

both.

The pocket-sized device works with any

helmet that uses a typical buckle fastener.


Safe & Secure Global Trend | TrendKey

A willingness to exchange money and time for peace of mind.


Reassurance

Protection

Trust

Security

Fear Negation

Assuagement

Anxiety

Risk Aversion

Safe & Secure | Insight & Keywords

I n s i g h t

I want to be kept safe and secure in a

world of increasing uncertainty, threats

and danger (both real and perceived).

As I become more risk-averse and

anxious about my world, I need constant

and timely reassurance that the brands

and services I choose are safe for me

and my family. All institutions and

companies will need to work harder to

earn and keep my trust in a world of few

sureties and more choice.

K e y w o r d s

71% Med-High Impact



Only half are satisfied with the security of their personal

info and identity

Most concerned about ...Crime and

lawlessness

Most concerned about

...Terrorism

27% 31%

I am always concerned about my

safety and security

It is very important to actively

manage my online identity and

personal information

Technology helps to … Make me

feel safe

25% 38% 42% 60%

My home is a place where I feel

safe and secure from the

outside world

7% 42% 34% 12% 5%

Completely Satisfied Fairly Satisfied

Neither Satisfied nor Dissatisfied Not Too Satisfied

Not At All Satisfied

But ironically …


Privacy is big and getting bigger as an issue, but conversely shoppers

increasingly like tailored recommendations based on their purchase

behaviour (identity)

Control is linked to both of these – tailored recommendations means greater efficiency.

69

37

66

66

66

35

62

63

I am more concerned about the security of my personal information

when shopping online than I am when shopping in a store

I like it when a website keeps track of my visits and then recommends

things to me

I’m learning how to shop more efficiently and better than before

I feel like I am in more control than ever before when choosing the

best products to buy

Privacy

Control

2015

2014

%

Q3A_14 Please indicate how much you agree or disagree with each statement as it relates to your shopping experiences in general across the many different kinds of products and

services you shop for



Whilst mobile payments have positives around speed, convenience

and efficiency, more than half have security and privacy concerns

28

28

26

25

21

20

Making payments with mymobile device is faster than…

Having all my payment methodstogether in one place on my…

Making payments on my mobiledevice makes my shopping…

Making payments with mymobile device is easier than…

Making payments with mymobile device is more secure…

I prefer to make payments withmy mobile device whenever…

59

44

23

I’m worried about my personal information when using a mobile

payment app

Mobile payment is more of agimmick today than a major part

of how I pay

I am confident that my mobiledevice payments are 100%

secure

Making payments with my mobile device is

faster than other methods

Having all my payment methods together in

one place on my mobile device is a major

convenience for me

Making payments on my mobile device

makes my shopping more efficient


easier than other methods


more secure than other methods

I prefer to make payments with my mobile

device whenever possible

I’m worried about my personal information

when using a mobile payment app

Mobile payment is more of a gimmick

today than a major part of how I pay

I am confident that my mobile device

payments are 100% secure

Positives Negatives

Q18F Thinking about your experience with mobile payments in general, how much do you agree or disagree with…

“I look forward to being able to pay for more and more transactions from my mobile device.”

2015 = 30% vs 2014 28% … creeping up slowly



BMW i3 : Electric car owners get access to petrol vehicles to ease

‘travel range anxiety'

• When BMW launched electric i3, owners

would also get reduced rate, on-demand

access to a gas-powered car.

• BMW partnered with car rental service Sixt

to offer i3 owners a 20% discount when

hiring a BMW car through Sixt.

• The BMW i3 has an approximate driving

range of 160km, and the Add-on Mobility

service is intended for motorists planning a

trip beyond that range.

Source: Trendwatching.com

http://www.bmw.com/com/en/insights/corporation/bmwi/add_on_mobility_landingpage.html


Smog couture marries high fashion with protection

What:

Fashion meets protection as China battles toxic air in

its major cities.

How:

Presented by designer QIAODAN Yin Peng during

Mercedes-Benz China Fashion Week in late 2014,

the sports wear line accents its futuristic looks with a

wide array of breathing masks that match the

clothing. Masks vary from full-face cover, eg a

fencing mask, to angular lightweight mouth-covering

designs to compliment running gear.


Summary


Instant Everywhere

• Be where your shoppers are, with what they need at that journey stage

• Mobile devices will become the pivot for omnishopping

Experience

• Make customers feel good about their choice

• How can you make customers’ experience entertaining, fun, stimulating, positively emotional?

• Sell to need states and experiences, not products and categories

We’re all influencers

• Given low levels of loyalty, retailers need to harness their advocates.

• How can you tap into customers’ word of mouth? How can you generate it?

• Embrace both the good and bad feedback – and act on it transparently

Summary (1)


Identity

• Retailers and manufacturers will collaborate with customers and competitors to raise the bar in retail

• Organisations should consider more collaboration and co-creation programs with customers to increase loyalty.

Streamlined

• How can you make it one click/one tap?

• How can you help customers simplify their lives?

• How can you curate what customers see?

Safe & Secure

• Trust can be built using customer data in relevant ways to overcome privacy concerns

• How can you take the risk out of a customer’s decision or purchase?

• Do you know what your customers are worried about with the products you sell?

Summary (2)


THANK YOU

Ask us about:

• Customised Futurebuy 2015

report for your category

• ConsumerLife and Trendkey

reports

[email protected]

Norrelle Goldring

Regional Shopper Lead, APAC

P: +61 2 9900 2888 | M: +61 437 335 686

Further retail-related reading:

• Deloitte ‘Navigating the Digital

Divide’, 2015

• IBM ‘Smarter Consumer Study,

2015

• Deloitte ‘Mobile Retail Influence

Factor’, 2012


Appendices: TrendKey Definitions


Heritage

Provenance

Conscious Consumption

Transparency

Integrity

Respect

Authenticity

Fair Trade

Considered Consumption | Insight & Keywords

I n s i g h t

Every purchase decision I make says

something about me. I value companies

that are honest and transparent in

everything they do and say and have

nothing to hide. I want to make

purchases with a clear conscience in the

knowledge that I’m doing the ‘right’ thing.

K e y w o r d s


Critical Consumers

Quality

Choice

Best Value

Durability

Guarantee

Cost/Benefit (Value Equation)

Savvy Shopper

Redefining Value | Insight & Keywords

I n s i g h t

As a price-conscious, critical and savvy

consumer, best value, as opposed to

just best price, is top-of-mind for me and

shapes my shopping behaviour and

brand choice. I demand and expect to

receive quality and value at all price

points. This doesn’t mean that I’m only

going to buy prestigious brands. I will

consider any options that offer me

quality without compromise.

K e y w o r d s


Indulgence

Fulfillment

Gratification

Reward

Extravagance

Surprise & Delight

Exceed Expectations

Best-in-Class

Satisfaction | Insight & Keywords

I n s i g h t

I want to have fun and feel special with

every activity and purchase. I expect to

be indulged, excited and rewarded by

everything I buy and every activity I

choose to do. Fail to deliver and I will

happily look elsewhere for a brand or

service that can meet and exceed my

expectations. After all, I and my loved

ones are worth it, and both our time and

money are precious commodities.

K e y w o r d s


Sanctuary

Habitat

Investment

Status Symbol

Nesting

Cocoon

Professional Quality

Entertainment Hub

House to Home | Insight & Keywords

I n s i g h t

My home is my haven of peace, my

fortress and protection from an unstable

world. My home is a reflection of who I

am and what I value, a place where I

can care for and entertain my friends,

family and neighbours. Spending time at

home shouldn’t mean that I miss out on

what’s going on in the world, so I

appreciate products and services that

augment my in-home experience.

K e y w o r d s


Pursuit of Wellbeing

Inner & Outer Beauty

Nutrition

Healthy Options

Health Gap

Balance

Youthfulness

Be-Your-Best

Sense of Wellbeing | Insight & Keywords

I n s i g h t

It is important for me to look good and

feel great at all times in both mind and

body. My outward appearance reflects

my inner peace and satisfaction.

However, given all the pressures on my

time and pocket, I find this hard to

manage. I actively seek out brands,

products and services that can help me

achieve my goals.

K e y w o r d s


Corporate Citizenship

Eco-friendly

Green Guilt

Eco-conscious

Greenwashing

Sustainability

Green Awakening

Reduce, Reuse, Recycle

Eco-Citizenship | Insight & Keywords

I n s i g h t

Increasingly I think about the impact that

environmental pollution and global

warming is having on my life and that of

my children. When choosing which

products to buy and services to use, I

consider the consequences that my

actions have on the planet; and I expect

companies and brands to act on my

behalf. Wherever possible I will do what

I can to reduce my impact even if that

means consuming differently or

consuming less.

K e y w o r d s

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