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Copyright GfK, 2010. Proprietary and Confidential

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A Global View Rooted in Research Heritage

Green Gauge 2010

Green Gauge

US since 1992

Roper Reports

Worldwide

since 1997

EnterGreen

Gauge Global

in 2010

+ =

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Latin AmericaArgentinaBrazilMexico

North AmericaCanadaUSA

Western EuropeFranceGermanyItalySpainSwedenUK

Central/Eastern EuropeCzech RepublicPolandRussia

Developed AsiaAustraliaJapanSouth KoreaTaiwan

Developing AsiaChinaIndiaIndonesiaThailand

MiddleEast/AfricaEgyptSouth AfricaTurkey

Studying 25 Markets Around the World

Green Gauge 2010

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ary of indings

There Are Global Truths

There Are Global Differences

Green Is Not One Size Fits All

The Green Ga ge Global seg entationhelps s reconcile what nites anddivides s

Desire for corporate involvement Focus on conservation Product Issues

ConcernsKnowledgeEconomics vs. the Environment

Green Gauge 2010

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Truth Consumers Want Companies to Take Action

Green Gauge 2010

71

80

7176 77 76

Norer a

La ner a

Deve o ea

Deve o nga

We ernuro e

en rauro e

I or an a o an e akeenv ron en a y re on b e a on (%)

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Truth Consumers Try to Conserve

Green Gauge 2010

76 76

61

76 79

59

Nor

er a

La n

er a

Deve o e

a

Deve o ng

a

We ern

uro e

en ra

uro e

I on erve nergy n e Ho e

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Truth Consumers Have Issues With Green Products

Green Gauge 2010

66

5357 55

64

51

Nor

er a

La n

er a

Deve o e

a

Deve o ng

a

We ern

uro e

en ra

uro e

T e env ron en a y r en y a erna ve or any o ero u I u e are oo ex en ve

Sun Chips hasbeen criticizedbecause the100%

compostablebag is tooloud.

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Difference The Intensity of Concern Varies By Market

Green Gauge 2010

53

93

71 69 6961

Nor

er a

La n

er a

Deve o e

a

Deve o ng

a

We ern

uro e

en ra

uro e

G oba a e ange/G oba war ng an ex re e y or veryer ou rob e

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Difference Knowledge is a Barrier in the Developing World

Green Gauge 2010

36

72

49

64

41

50

Norer a

La ner a

Deve o ea

Deve o nga

We ernuro e

en rauro e

I wou o ore or e env ron en , bu Ion' know ow

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Difference Economics vs. the Environment an Issue for Some

Green Gauge 2010

5243 40

59

34

45

Nor

er a

La n

er a

Deve o e

a

Deve o ng

a

We ern

uro e

en ra

uro e

F r o e e ono e ur y, en we an worry abouenv ron en a rob e

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Green is Not One Size Fits All:A View of the World Through Green Tinted Glasses

15

19

17

26

22

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1513

24

19

8

25

11

Total NA Latam Dev'ed

Asia

Dev'ing

Asia

WE CE

Key Facts:

Are Influential and seek out influence

Most likely to complain if a productdoesnt work

Most excited about technology

% of population in segment

The Most Active in Thought and Action

Green Gauge 2010

65% travel in an environmentally friendly way when possible28 pts higher than the total population

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19

25

14

24

11

29

12

Total N

Latam D

d

a

D

g

a

WE E

Key Facts:

Most likely to shop for groceries

Most likely to use a coupon, buyprivate label

Influence is defined by helpfulness,knowledge


Gr Gaug 2010

High Attitudes, Focus on Easy Behaviors

90% Recycle paper, plastics, metal, etc34 pts higher than the total population

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Key Facts:

They stick to the familiar when itcomes to food

Most interested in parenting,religion

Most likely to be blue collar

17

5

33

2

27

3

35

T

a NA La

a Dev'ed

Asia

Dev'ing

Asia

WE E


Green Gauge 010

Willing, But Not Able Need the Tools

65% say they would do more for the environment, but they dont know how13 pts higher than the total population

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26

1923

2833

18

29

Tot

t

!

"

d

#i

!

"i

$g

#i

%

E CE

Key Facts:

Most likely to be young, urban men

Important for brands to be wellknown, prestigious

Like people to notice how they look

Think influence is derived fromwealth, connections


Gr G ug 2010

Green Is a Status Symbol

29% talk to others about environmental issues10 pts higher than the total population

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22

37

5

24

19

24

13

Tot & l '(

Lata m De v'ed

As ) a

Dev') 0 1

As ) a

WE CE

Key Facts:

The wealthiest segment

Think people share too muchinformation online

Most concerned about recession,immigration


Green Gau e2010

Skeptical, Cynical But Participates Sometimes

37% say environmental pollution is a serious issue37 pts lower than the total population

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USA v Brazil

11

23

5

20

38

2117

42

15

4

Gr ninD

ar nCul ur

Gr n inN

Gla urGr ns

ja

% distribution

Similarities Critical of green products

Economic Development overEnvironmental protection

Differences

Brazil exuberant, US Skeptical

US has the tools, Brazil wants the tools

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USA v Brazil

In the US, you have to address skepticism; bring itto the personal level

In the Brazil, you have to educate

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Summation

When Understanding Green Globally

Start by examining the global truths these give insightinto innate motivations

Next, move onto differences market nuances help to craftcommunications and product offerings

Lastly, always draw it back to the personal level by focusingon honesty, simplicity, benefits, and context

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