Tim Kenyon

page 1
© Copyright GfK, 2010. Proprietary and Confidential

Green Gauge 2010 page 2
A Global View Rooted in Research Heritage
+ =
Green Gauge Roper Reports Enter Green
US since 1992 Worldwide Gauge Global
since 1997 in 2010

Studying 25 Markets Around the World
Western Europe North America Developed Asia

France Canada Australia
Germany USA Japan
Italy South Korea
Spain Latin America Taiwan
Sweden Argentina
UK Brazil Developing Asia
Mexico China
Central/Eastern Europe India
Czech Republic Middle East/Africa Indonesia
Poland Egypt Thailand
Russia South Africa
Turkey

Summary of Findings
 Desire for corporate involvement

There Are Global Truths  Focus on conservation
 Product Issues
Concerns
There Are Global Differences Knowledge
Economics vs. the Environment
The Green Gauge Global segmentation

Green Is Not One Size Fits All helps us reconcile what unites and
divides us…

Truth – Consumers Want Companies to Take Action
It is important that companies take

environmentally responsible actions (%)
80 77
76 76
71 71
North Latin Developed Developing Western Central

America America Asia Asia Europe Europe

Truth – Consumers Try to Conserve
I Conserve Energy in the Home
79
76 76 76
61 59


Truth – Consumers Have Issues With Green Products
The environmentally friendly alternatives for many of the

products I use are too expensive
Sun Chips has
been criticized
because the
100%
compostable
bag is “too
loud.”
66 64
57 55
53 51


Difference – The Intensity of Concern Varies By Market
Global climate change/Global warming is an extremely or very

serious problem
93
71 69 69
61
53


Difference – Knowledge is a Barrier in the Developing World
I would do more for the environment, but I

don't know how
72
64
49 50
41
36


Difference – Economics vs. the Environment an Issue for Some
First comes economic security, then we can worry about

environmental problems
59
52
43 45
40
34


Green is Not One Size Fits All:

A View of the World Through Green Tinted Glasses
15
19
17
26
22

The Most Active in Thought and Action
65% travel in an environmentally friendly way when possible

28 pts higher than the total population
% of population in segment
Key Facts:
24 25
• Are Influential and seek out influence
19
15
13
11 • Most likely to complain if a product
8
doesn’t work
• Most excited about technology

Total NA Latam Dev'ed Dev'ing WE CE
Asia Asia

High Attitudes, Focus on “Easy” Behaviors
90% Recycle paper, plastics, metal, etc

Carla,
41
% of population in segment Accou
Key Facts: ntant
29
25 24 • Most likely to shop for groceries
19
14 12 • Most likely to use a coupon, buy
11
private label

• Influence is defined by helpfulness,
Asia Asia knowledge

Willing, But Not Able – Need the Tools
65% say they would do more for the environment, but they don’t know how
Key Facts:
• They stick to the familiar when it

% of population in segment comes to food
33 35
27 • Most interested in parenting,
17
religion
5 • Most likely to be “blue collar”

2 3

Asia Asia

Green Is a Status Symbol
29% talk to others about environmental issues

Key Facts:
• Most likely to be young, urban men
33 29
26 28
23 • Important for brands to be well
19 18 known, prestigious
• Like people to notice how they look
Total NA Latam Dev'ed Dev'ing WE CE • Think influence is derived from

Asia Asia wealth, connections

Skeptical, Cynical But Participates Sometimes

37% say environmental pollution is a serious issue
37 pts lower than the total population
Key Facts:
37 • The wealthiest segment
22 24 24
19 • Think people share too much
13 information online
5
• Most concerned about recession,
immigration
Asia Asia

USA v Brazil
% distribution 42
38
21 23 20
17 15
11
5 4
Green Carbon Green in Glamour jaded

inDeed Cultured Need Greens
Similarities Differences
 Critical of green products Brazil exuberant, US Skeptical
 Economic Development over US has the tools, Brazil wants the tools
Environmental protection

page 18
USA v Brazil
In the US, you have to address skepticism; bring it

to the personal level
In the Brazil, you have to educate

page 19
Summation
When Understanding Green Globally…
• Start by examining the global truths – these give insight

into innate motivations
• Next, move onto differences – market nuances help to craft

communications and product offerings
• Lastly, always draw it back to the personal level by focusing

on honesty, simplicity, benefits, and context

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page 1

© Copyright GfK, 2010. Proprietary and Confidential

A Global View Rooted in Research Heritage

© Copyright GfK, 2010. Proprietary and Confidential

Studying 25 Markets Around the World

Western Europe North America Developed Asia

© Copyright GfK, 2010. Proprietary and Confidential

 Desire for corporate involvement

The Green Gauge Global segmentation

© Copyright GfK, 2010. Proprietary and Confidential

Truth – Consumers Want Companies to Take Action

It is important that companies take

North Latin Developed Developing Western Central

© Copyright GfK, 2010. Proprietary and Confidential

Truth – Consumers Try to Conserve

I Conserve Energy in the Home

North Latin Developed Developing Western Central

© Copyright GfK, 2010. Proprietary and Confidential

Truth – Consumers Have Issues With Green Products

The environmentally friendly alternatives for many of the

North Latin Developed Developing Western Central

© Copyright GfK, 2010. Proprietary and Confidential

Difference – The Intensity of Concern Varies By Market

Global climate change/Global warming is an extremely or very

North Latin Developed Developing Western Central

© Copyright GfK, 2010. Proprietary and Confidential

Difference – Knowledge is a Barrier in the Developing World

I would do more for the environment, but I

North Latin Developed Developing Western Central

© Copyright GfK, 2010. Proprietary and Confidential

Difference – Economics vs. the Environment an Issue for Some

First comes economic security, then we can worry about

North Latin Developed Developing Western Central

© Copyright GfK, 2010. Proprietary and Confidential

Green is Not One Size Fits All:

© Copyright GfK, 2010. Proprietary and Confidential

The Most Active in Thought and Action

65% travel in an environmentally friendly way when possible

• Most excited about technology

© Copyright GfK, 2010. Proprietary and Confidential

High Attitudes, Focus on “Easy” Behaviors

90% Recycle paper, plastics, metal, etc

Total NA Latam Dev'ed Dev'ing WE CE

© Copyright GfK, 2010. Proprietary and Confidential

Willing, But Not Able – Need the Tools

• They stick to the familiar when it

5 • Most likely to be “blue collar”

Total NA Latam Dev'ed Dev'ing WE CE

© Copyright GfK, 2010. Proprietary and Confidential

Green Is a Status Symbol

29% talk to others about environmental issues

• Like people to notice how they look

Total NA Latam Dev'ed Dev'ing WE CE • Think influence is derived from

© Copyright GfK, 2010. Proprietary and Confidential

Skeptical, Cynical But Participates Sometimes

© Copyright GfK, 2010. Proprietary and Confidential

Green Carbon Green in Glamour jaded

© Copyright GfK, 2010. Proprietary and Confidential

In the US, you have to address skepticism; bring it

In the Brazil, you have to educate

© Copyright GfK, 2010. Proprietary and Confidential

When Understanding Green Globally…

• Start by examining the global truths – these give insight

• Next, move onto differences – market nuances help to craft