The “So-What?” of Sustainability:
Inside the Minds of Millennials to Matures
Elin Raymond, President
The Sage Group, Inc.
The “So-What?” of Sustainability
What’s with the “So-What?”
The “So-What?”
Do your target customers
care about sustainability?
Do they even know what it
is?
“So-What?” if you’re
sustainable?
“89% of consumers haven’t
heard the term ‘sustainable
packaging’ or don’t know what
it means.”
Study by Perception Research Services
Create sustainability
Connections
Learn your target customers’ eco IQ.
Learn what sustainable means to them.
Fill in the blanks in their understanding of
your shared roles in sustainability.
Meet their sustainability requirements with
your product and packaging.
The “So-What?” of Sustainability
Is the consumer sustainable?
Other Sources Say …

87% of consumers are concerned about the environment.
Concern stops at the wallet: 25% make no green purchases other than organic foods,
energy-efficient lighting.
1.
Perception Research Services

Pressure on name brands: 33% buy store-brands.


Shoppers will buy from companies that help them justify preferred, name brand purchases. IRI
Times & Trends Report: Private Label 2008 - November 19, 2008


Post recession, many affluent consumers will return to name brands. Iconoculture.com -July 2009
Companies that greenwash have stolen the focus from sustainable practices.
Packaging Digest, November 2009

Customers are paying more attention not only to results, but to how they are achieved.
Brand Features - Brandspeak, May 11, 2009

“My job is to recycle; yours [manufacturer] is to make the packaging recyclable.”Sage
research - Summer 2008

Educate or stagnate. McKinsey’s Quarterly Journal - November 2008
Inside the Minds of Millennials to Matures
A Generational Approach
Age range Approx. % US population
Millennials
17 - 25 years
32%
GenXers
26 - 40 years
20%
Boomers
41 - 55 years
28%
Matures
56+ years
20%
The “So-What?” of Sustainability
Is the consumer sustainable? A generational approach

Each generation of consumers has its own unique set of core
values, views and behaviors.

Get inside the heads of your target customers to create products
and packaging that appeal to their underlying generational
values and are meaningful to them.
Inside the Minds of Millennials to Matures
Generational Profiles
Contributions by Chuck Underwood of The Generational Imperative
Matures
Great generation
1920s - 1940s
Boomers
Idealistic
generation
1940s - 1960s
Formative
environment
Core Values
Behaviors
WWII (the Great War)
Post-War boom
Ozzie & Harriet
families
Suburbs
TV
The organization man
Community-minded
Patriotism
Conformity
Loyalty
Energetic doers
Team players
Loyal
A golden age of kids,
secure families
Social activism
movement
Viet Nam
Believe they can
achieve anything
Try it all
Hope, love, optimism,
idealism
Equal rights for all
Civil rights, feminist,
protest and sexual
freedom movements
Assertive, aggressive
Forever young
Parent advocates
Inside the Minds of Millennials to Matures
Generational Profiles
GenXers
Computer
Generation
1960s - 1980s
Millennials
Online generation
1980s - today &
tomorrow
Formative environment
Core Values
Behaviors
Computer replaces old
devices
Divorce
Mobile society
Dual careers & timestarved parents
Latch-key kids
Permissiveness
Shift to service
economy
Geographic shift from
rust belt to sun belt
Title 9 & Women’s
movement
Post civil rights
movement
Inclusive - women,
racial & ethnic groups
Independence, selfreliance
distance from older
generations
Entrepreneurial
Confident women;
men seeking answers
Focus on marriage &
family
Innovative
Loyalty as quid pro
quo
Live online
Defined by 9/11 and
corporate greed
Helicopter parents
Definition incomplete
Still in formation phase
Social activism
Anti-greed (fallen
CEOs,, celebs, etc.)
Love of family/parents
Revere elders
Team players
Pro underdog
Want recognition more
than dollars; not defined
by possessions
Work in/with gov’t
Live at home longer
See selves as poor
Inside the Minds of Millennials to Matures
Seeking Answers to the “So What?”
Generational Consumer Research Overview - 2008 and 2009

12-question, Web-based Sage Soundings© of company “friends” representing
four generations: “My Views on Environmentally Friendly Packaging”

Used commonly understood terminology (no “sustainability”)

Probed eco-views, behaviors

Compared generational responses, 2008 vs. 2009: Did a deepening
recession change eco-behaviors and attitudes?
Inside the Minds of Millennials to Matures
Seeking Answers to the “So What?”
Generational Consumer Research Overview - 2008 vs. 2009




2008: Communicated via Facebook and email
2009: Communicated via Facebook, email, LinkedIn and Twitter
2008: 760 queried, 167 responses or 22% - 6.7 MOE
2009: 736 queried, 105 responses or 14% - 8.8 MOE
Inside the Minds of Millennials to Matures
Generational Eco-Profiles: Beliefs and Behaviors
The eco-importance of product packaging
Somewhat important
Important
Very important
Millennials
50.0%
41.7%
8.3%
GenXers
26.9%
46.2%
23.1%
Boomers
44.4%
58.8%
18.5%
Matures
20.7%
41.4%
34.5%
In a Datamonitor study, “51% said that packaging was a ‘medium’ or ‘high’ concern, with the
US average falling below at 43%.” July 2009
Sage 2009 research showed that an average of 47% of all respondents think that
packaging is important, while an average 21.1% think it’s very important.
Inside the Minds of Millennials to Matures
Generational Eco-Profiles: Beliefs and Behaviors
Beliefs in action: Recycling practices
2008 vs. 2009
Always recycle
Recycle when convenient
Millennials
43.2% - 66.7%>
56.8% - 37.5%
GenXers
69.6% - 53.8%<
30.4% - 38.5%
Boomers
67.6% - 63.0%
32.4% - 33.3%
Matures
89.7% - 82.8%
10.3% - 24.1%
“I think we need to educate consumers what happens to packaging when we throw it
away. If we saw barges or landfills, we we might become more sensitive to adding to
that. But we throw the packaging in the trash, someone takes it away and it’s easy
not to think about where it goes from there. “ Sage survey 2009
Inside the Minds of Millennials to Matures
Generational Eco-Profiles: Beliefs and Behaviors
Eco-impact of packaging on purchase decisions
2008 vs. 2009
Assess pckg for
e-friendliness
Choose product
based on
e-friendliness
Pay more for ecofriendly packaged
products
Millennials
27.2% - 29.2%
11.1% - 20.8%>
27.2% - 25.0%
GenXers
39.1% - 26.9%<
39.1% - 46.2%>
43.5% - 34.6%<
Boomers
38.2% - 37.0%
26.5% - 25.9%
29.4%-37.0%>
Matures
37.9% - 55.2%>
31.0% - 41.4%>
44.8% - 31.0%<
Inside the Minds of Millennials to Matures
Generational Eco-Profiles: Beliefs and Behaviors
Choices: Favorite soft drink in non-eco-friendly container or other brand in eco-friendly container
Stick w/favorite
Stick w/fav until learn more
Go w/eco-friendly@higher cost
Go w/eco-friendly@lower cost
Millennials
22.2%
12.5%<
24.7%
25.0%
17.3%
25.0%
37.0%
45.8%>
GenXers
26.1%
19.2%<
30.4%
30.8%
34.8%
23.1%
17.4%
30.8%>
Boomers
26.5%
33.3%>
35.3%
22.2%<
23.5%
22.2%
20.6%
25.9%>
Matures
10.3%
6.9%<
27.6%
41.4%>
55.2%
27.6%
6.9%
27.6%>
Inside the Minds of Millennials to Matures
Generational Eco-Profiles: Beliefs and Behaviors
What role do the ethics and environmental practices of a company play in your product choices?
Never buy from “bad” co.
Avoid buying
Millennials
6.1% -13.0%>
59.3% - 78.3%>
34.6% - 8.7%<
GenXers
17.4% - 20.5%
73.9% - 68.0%
8.7% -12.0%>
Boomers
20.6% -12.0%<
79.4% - 72.0%
20.0%>
Matures
33.3% - 17.9%<
64.3% - 78.5%>
7.1%>
Buy regardless of reputation
“Sustainably oriented packaging is one of a growing number of issues driven by ethics.” Greener
Package, July 7, 2009
Inside the Minds of Millennials to Matures
Packaging Perceptions Overview
Perception = Reality
Eco-friendly packaging
Glass containers
Made of recycled materials
Aluminum cans
Refillable containers
Products sold in bulk
Returnable containers
Cardboard packaging
Light-weighted water bottles
Paper grocery bags
Websites vs. print ads
Concentrated liquids
Retort & aseptic food packaging (no
refrigeration in transport)
Packaging made from
recycled paper,
cardboard, plastic
Peat plant pots
Digital music/movie
downloads vs. CDs
Inside the Minds of Millennials to Matures
Packaging Perceptions Overview
Perception = Reality
Non-eco-friendly packaging
Single-serve anything
Products with excessive wrap
Electronics and toy packaging
Anything packed in styrofoam
Heavy, hard plastic packaged
items or bottles
Water bottles
Individual snack packs
Anything not made of recycled
Materials
Anything that can’t be recycled
Asian packaging
Children’s toy packaging
Overkill packaging
Anything printed
Most plastic water bottles
Blister packaging
Styrofoam anything
Take-out containers
Plastic can rings
Clam-shell containers
Green Guys vs. Wannabees
Naming Names
Green Guys
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Toyota/Prius
Subaru
Ford
Chevrolet
Pepsico
Quaker Oats
Dr. Bronners
Seventh Generation
Target (2008)
Wal-Mart (2008)
Whole Foods
UPS
Aveda
SC Johnson (2008)
Apple
Method
Wannabees
•
•
•
•
•
•
•
•
•
•
•
•
SC Johnson (2009)
British Petroleum
Dow-Corning
Exxon-Mobil
HP
GE
Johnson & Johnson
Monsanto
Dupont
Target (2009)
Wal-Mart (2009)
MacDonalds
“My perception is a large
percentage are using this for
marketing and are not ‘walking
the walk’ in all aspects.”
Sage survey 2009
Eco-Friendly? Not?
Naming Products
Eco-Friendly
•
•
•
•
•
•
•
•
•
•
•
•
•
Ice Mountain - 30% less
plastic
Burts Bees/Chlorox
OB tampons - 56% less
waste than others
GE light bulbs
Nature’s Path
Starbucks (coffee cups)
OXO Good Grips
Mrs. Meyers & Caldrea
(P&G)
Coca-Cola (glass bottles)
Sun Chips
Frito-Lay
Restore
True Green
•
•
•
•
•
•
•
•
•
Not
HP printer
cartridges
Listerine (hard
plastic bottles)
Lunchables
Fiji Water
TetraBrik juice
boxes
Pringles
Gillette razors
Energizer/Duracell
batteries
P&G beauty
products (2009)
A Generational Approach for
Sustainable Success
Overall Observations from Sage Soundings
Survey responses from all generations changed from 2008 to 2009, likely due to a
deepening recession.


Product price overrode eco-friendliness in purchase decisions in 2009. (Think Maslow’s Pyramid
of Needs).
Sustainability does not mean the same thing to the consumer as it does to packaging
professionals.



To the consumer, a sustainable company is one that won’t go under in the near future.
To the consumer, sustainable packaging = recyclable. More education needed on the meaning
and scope of sustainability.

Consumers view (hard) plastic and over-packaging as harmful.

Consumers perceive greenwashing to be pervasive. (Cynicism toward corporations;
lack of clear metrics.


Perception spills over into products that are truly green.
Companies must provide proof of sustainability to the consumer to counter doubts due to
greenwashing.
A Generational Approach for
Sustainable Success
Overall Observations from Sage Soundings - Continued
Consumers are suspicious of inflated claims.


Authenticity and transparency are essential to combat consumer skepticism about product
packaging.

Company/product/packaging/ethics are one in consumer perception.

Green must be an organizational cultural keystone, a key brand attribute.

Your target customers define your brand; it is what they believe it to be.
Inside the Minds of Millennials to Matures
Generational Eco-Profiles: Beliefs and Behaviors
How to Reach and Appeal to Your Target Consumer
What would influence you to choose an eco-friendly brand over favored, non-eco friendly
brand in any product category?
Lower price
TV/print ads
Articles/TV news
Internet/YouTube
Friend
Web
Try it
Millennials
‘09
83.8%
87.5%
46.3%
50.0%
45.0%
33.3%
16.7%
70.0%
62.5%
8.3%
53.8%
54.2%
GenXers
56.5%
65.4%
47.8%
46.2%
43.5%
30.8%
34.8%
15.4%
91.3%
57.7%
34.8%
15.4%
56.5%
50.0%
Boomers
70.6%
96.3%
52.9%
51.9%
40.1%
55.6%
22.2%
50.0%
81.5%
22.2%
64.7%
77.8%
46.4%
55.2%
46.4%
69.0%
53.6%
69.0%
24.1%
67.9%
75.9%
25.0%
20.7%
53.6%
48.3%
Matures
Generational Marketing/Branding
Strategies for Sustainable Success
Millennials
GenXers
Boomers
Matures
Aspire to be more eco-involved,
IF they could afford it.
A diminished dedication to
always recycling likely due to
economic pressures.
Eco-involved; seemingly least
affected by the economy.
Most eco-involved;
sustainability champions.
More “always recycle” (do
what they can - if it doesn’t cost)
Price-driven
More avoid buying from
companies with a bad
reputation
Trust friends - not companies
Purchase decisions more
price-driven than previously
Believe strongly in the ecoimpact of product packaging
Believe in eco-packaging and
its impact on the environment
Want and value information in
order to make an informed
purchase decision
The only generation that might
pay more for eco-friendly
packaging.
Lifestyle/health orientation
More and more assess and
choose products based on
e-friendliness
Want and value information in
order to make an informed
purchase decision
Now, price is more important
to them
Women - main buyers
Market your sustainable product
to them by:
Market your sustainable product
to them by:
Market your sustainable product
to them by:
Market your sustainable product
to them by:
TV/print ads
Lower price
Friend’s recommendation
Trying it
TV/print ads
Lower price
Friend’s recommendation
Trying it
TV/print ads
Articles, TV news spots
Lower price
TV/print ads
Friend’s recommendation
Trying it
TV/print ads
Articles, TV news spots
Lower price
TV/print ads
Friend’s recommendation
Trying it
Generational Marketing/Branding Strategies for
Sustainable Success
All Generations
Communicate!

Clear, truthful, consistent communications can neutralize the greenwashing perceptions and make
your packaging (brand) more sustainable to the consumer.
Target customer research - identify eco-disconnects




Conduct segmented customer research on eco perceptions of company/brand(s).
Compare external findings with internal beliefs. Identify disconnects.
Develop strategic branding plan to build perception connection, authentic environmental strength.
Periodic research to capture evolving behaviors, make plan corrections.
Your corporate culture - eco from top to bottom






Create executive ethics and the environment (E&E) position.
Draw up E&E policy and goals. Upload to Website.
Put out annual E&E report: highlights and progress toward goals.
Adopt brand-related environmental/social cause. Support with X% of profits.
Get trusted third-party environmental certifications; publicize and upload to Website and onto
packaging, e.g., Energy Star, FSC, etc.
Seek environmental awards; publicize on Website and packaging.
Generational Marketing/Branding Strategies for
Sustainable Success
All Generations



Your Website
Create E&E section. Showcase on home page.
Offer first X thousand(s) of visitors to E&E section reduced product pricing, special
offers.
Create engaging two-way, eco-forum or blog.





Listen, learn from customers.
Encourage involvement in product development.
Share eco-tips, stories.
Let them direct course of conversation.
Encourage participation through reward points, etc.
Build email list of everyone who downloads materials, coupons, etc.



Load into CRM system.
Send special offers, coupons, promotional items, etc.
Generational Marketing/Branding Strategies for
Sustainable Success
All Generations
Your packaging
Evaluate packaging for carbon footprint, recyclability, reusability, materials
minimization, biodegradability, etc.




Review primary, secondary and tertiary packaging; can any be eliminated?
If packaging includes plastics, try to incorporate recyclable Nos.
1 and 2.
If appropriate, go for bulk to appeal to scrimping shoppers, or smaller, concentrated versions of
your product.
Consider package redesign for essential eco-qualities.







Treat package/container as an ad.
Go for shelf-standout design that says “green.”
Cite authentic eco-benefits of product/brand and eco-certifications.
Adhere to FTC Green Guides to ensure claims substantiation.
Quantify claims.
Website address for more info.
Generational Marketing/Branding Strategies for
Sustainable Success
Millennials and GenXers
Create online life, friends for your brand
Millennials, GenXers always linked/online.
Keep engaged via two-way social media.








Create an environmental blog for conversation and awareness, I.e., environmental volunteer opportunities.
Online contests: create an ad, design container or package (Consumer-Generated Media)
Turn in product labels, tops, wrappers for $ donated to environmental cause they select.
Use Twitter to announce contests/promotions, e.g., “A Discount-A-Day,” brand extensions, eco-events and facts,
etc.
Load clever, non-ad videos onto YouTube, Facebook.
Create a Facebook company profile; use it as a communications vehicle.
Help them try your brand.



Downloadable free/discount coupons on Facebook, Website, partner sites, smart phones.
Integrate online and traditional marketing, ex., articles and ads in college papers, Facebook, targeted online and
print publications directing visitor to your site for discounts, special offers.
Email, post eco-relevant press releases/announcements to environmental and industry
blogs.
Track what’s said about brand/product via YackTrack.com.
Sponsor environmental or cause-related events in target geographic markets.






Video uploads.
Give out products, promo items, coupons.
Conduct product tests, and consumer research.
Generational Marketing/Branding Strategies for
Sustainable Success
Boomers and Matures
Eco-Masters program

Place ads, articles, TV news spots in media outlets/publications identified as
favorites in target consumer research.

Focus on brand/product environmental attributes, education.

Drive them to your Website for downloadable Green Bucks Back, special offers;
information updates on environmental three Rs.

Gather email addresses for them and friends.

Email or mail Green Bucks Back, special offers.

Use them for product/innovation development. Ask for e-feedback on your
products/brand. Reward input.
The “So-What?” of Sustainable Branding
“We are seeing the birth of a new perspective of the world, where
ecology and economics are two sides of the same coin.” Leif
Johansson, CEO, Volvo Group
For more information …
Contact Elin at eraymond@sagegrp.com or
612.321.9897.
Blog: www.supersageme.com
LinkedIn: www.linkedin.com/in/elinraymond
Twitter@ElinRaymond
Presentation posted on www.sagegrp.com