Three themes stood out for me in the midst of all the great presentations and discussions on the first day of the Sustainable Brands conference in London. First, we kept hearing about shifts in the relationship between brands and consumers and the opportunities that are opening up for marketers. James Goodman (Forum for the Future) reflected that brands need sustainability and that the relationship with consumers is moving from the linear to the circular. There’s also increasing complexity in channels of influence, … “Opportunities to Reimagine Brand Purpose: 3 Key Takeaways from Day One at Sustainable Brands London 2014”
As Fairtrade celebrates its 20th anniversary this month, what does the future look like in the hands of the generation who have grown up with Fairtrade? What is Generation Fairtrade? Generation Fairtrade represents a future cohort of citizens and consumers that have never known a world without Fairtrade and the eco-label movement that Fairtrade sparked. They are used to seeing the Fairtrade mark on mainstream products from Cadbury Dairy Milk to Nestle Kit Kats, from Starbucks lattes to Sainsbury’s basic … “Generation Fairtrade: Looking to the Future”
Sustainable consumer behavior has improved only incrementally, and remains stagnant or has become less sustainable in areas such as transportation, housing and consumer goods, according to the 2014 Greendex survey. Let’s examine some ways that consumers can change their behavior to increase their sustainable consumption. The fifth edition of this Greendex survey detects increasing concern about the environment, together with increasing awareness of human activity as the cause for climate change coupled with growing concern about how a changing climate will worsen people’s … “5 Ways to Whet Consumers’ Appetites for Sustainability”
Segmenting the Market Using the 2014 Greendex Data Welcome to the first of a series of four short articles that examine the potential for more sustainable consumer behavior within the food category. We draw on our recently published Greendex 2014 study of consumers in 18 countries, conducted with National Geographic, to mine for insights to help governments, companies and NGOs unlock further change. Find After launching the 2014 Greendex at the Sustainable Brands New Metrics conference, we are kicking off … “Changing Food Habits: Moveable Masses Greendex Segment”
LONDON, UK – 11 October 2014 – UK teenagers are not the apathetic, self-interested generation they’re often portrayed as – they care about global issues, want businesses to act more ethically, and are willing to take action to bring about change, according to a survey1 commissioned by the Fairtrade Foundation. Dubbed ‘Generation Fairtrade’ – because they have grown up with the FAIRTRADE Mark, which turns 20 this week – more than eight in 10 of the UK teens surveyed (82%) said … “‘Generation Fairtrade’: UK Teens Care About Ethics, Want Businesses To Act More Responsibly”
On September 26th, National Geographic’s Chief Science and Exploration Officer, Terry Garcia, and I were in Boston MA to publish the 2014 Greendex survey on the status of sustainable consumption across 18 countries, the fifth edition of this National Geographic / GlobeScan collaboration. If you are unfamiliar with it, the Greendex is a composite measure of sustainable (or not) consumer behavior consisting of 65 different types of choices and behaviors analyzed and tracked across four sub-indexes. Quite aptly, we chose … “New Metrics on Consumer Behavior Change”
Hundreds of special guests and participants around the world joined BT and GlobeScan on 1st July 2014 to tackle the key issues of using data for social good at the 2014 BT Better Future Forum.
LONDON – 2 July 2014 – Hundreds of special guests and participants around the world joined BT and GlobeScan on 1st July 2014 to tackle the key issues of using data for social good at the 2014 BT Better Future Forum. The unique conversation hosted by BT and moderated by GlobeScan cut across the latest thinking on influencing consumer behaviour, the increasing role of digital technology in making modern life more shareable and accountable, and how the deluge of data … “Highlights from the BT Better Future Forum – Making Waves: The Rising Tide of Data for Social Good”
On Wednesday, June 25th, along with our partners at BBMG, we hosted a webcast titled:The Aspirationals: Shifting Sustainability from Obligation to Desire. We had a lively conversation in which Raphael Bemporad of BBMG, Chris Coulter of GlobeScan, and Jennifer Kho of The Guardian Sustainable Business explored the demographics, psychographics, key sustainability behaviors and brand preferences of the influential Aspirational consumer segment and outlined five ways to reach, engage and unleash the Aspirationals to drive business growth and positive social impact. Watch Full Recording … “Webinar Recap: The Aspirationals – Shifting Sustainability from Obligation to Desire”
Over the past two years, GlobeScan and its colleagues at BBMG have tracked the emergence of a market segment that is driving sustainability toward a tipping point. It is one where consumer motives are shifting away from obligation to do the right thing to desire to consume both differently and better. Choice frameworks are transitioning from “Or,” the trade-off model, to “And,” the co-benefit model. We call this important market segment the Aspirationals. In this edition of Proof Points, we ask which brands will be … “Why Companies Must Win the Trust of Aspirational Consumers”