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BIG IMPACT
A Marketer’s Guide to
Behavior Change
1
INTRODUCTION
04 About the Sustainable Lifestyles Frontier Group
05 The sustainable lifestyles opportunity
06 Background on SLFG research
07 Overview of brand case studies
2
KEY FINDINGS & RECOMMENDATIONS
10 How to increase purchase intent and brand reputation
16 How to increase recycling behavior
20 How to make behavior change marketing more effective
24 How to bridge the divide between sustainability and marketing teams
3
BEHAVIOR CHANGE CASE STUDIES
28 McDonald’s
37 Johnson & Johnson Consumer Inc.
“ Our 17-year-old consumers tell 3
The Sustainable Lifestyles Frontier Group (SLFG) is taking the lead on accelerating
positive lifestyle and purchase shifts, learning from participating businesses on how
to enable better marketing across industries and around the globe.
5
THE B IG CON S UM ER BE H AVI O R SH I F T I S H AP P E N IN G
In 2015, we published learnings from a series of working group discussions with leading brands on best
practices for marketing products with environmental benefits.
KEY
FINDING 1
Consumers look for
fewer barriers and more
benefits to engage in
most behaviors, including
sustainable behaviors.
KEY
FINDING 2
Value for a given behavior
is provided through
functional, emotional, or
social benefits.
In 2016, we wanted to push beyond theory to action. We examined behavior change theory and then
tested the thinking through several powerful B2C behavior change commercial experiments designed
to influence purchase decisions, recycling behaviors, and brand reputation.
AT&T investigated three types of eBay wanted to test whether messaging Walmart aimed to gain an initial
promotional marketing messages for could influence consumers’ decisions to understanding of consumers’
a new security and home automation sell pre-owned items on eBay.com. perspectives and interest in
service. The service enables sustainable apparel through a
homeowners to remotely and digitally eBay inserted a variety of messages into a consumer survey.
manage home energy, water, and mock email sent to users after they listed
security systems. an item on eBay. This was a closed survey
that measured intent to sell items and
AT&T tested messages in a closed perceptions on brand reputation.
survey to measure purchase intent
as well as overall appeal for each
message.
8
McDonald’s explored how different types of messaging Johnson & Johnson Consumer Inc. (JJCI) wanted to
at restaurant recycling stations could influence correct understand the most effective type of messaging to drive
recycling behavior. Four types of messaging were tested consumer bathroom recycling behaviors in its Care to
against a standard control message at one restaurant Recycle® digital and social media campaign. Seven sample
location. Facebook messages were tested in a closed survey. JJCI
measured “intent to recycle” rather than actual observed
bathroom recycling behavior.
HOW TO INCREASE
PURCHASE INTENT AND
BRAND REPUTATION
11
KEY FINDING
1 “Global Survey of Corporate Social Responsibility,” Nielsen. 2014. Accessed via www.nielsen.com/us/en/press-
room/2014/globalconsumers-are-willing-to-put-their-money-where-their-heart-is.html
2 “Welcome to the New Green Giants,” Freya Williams, SustainableBrands.com. June 2016. Accessed via
www.sustainablebrands.com/news_and_views/stakeholder_trends_insights/freya_williams/welcome_new_green_giants.
KEY FINDING
12
1 2
HOW TO INCREASE
PURCHASE INTENT AND Consider marketing and Use sustainability to boost
BRAND REPUTATION wider business objectives brand reputation.
when leveraging sustainability
messaging as a tool. Multiple testing programs
show that respondents did
Persuading a consumer to view brands more favorably
purchase a product at the point after viewing sustainability
of sale is very different from messaging. This type of
building overall brand appeal. favorability can drive brand
Consider your overarching preference over time.
marketing and wider business
objectives, then plan out where Messaging can include raising
sustainability messaging best awareness of your company’s
fits in your communications sustainability programs or
mix. initiatives designed to help
consumers easily engage in
On the following pages we sustainable behaviors.
outline recommendations to
consider if your objectives are
to build brand reputation or
drive sales.
R E C O M M E N D AT I O N
15
HOW TO INCREASE
PURCHASE INTENT AND Consider positioning This confirms the SLFG’s
BRAND REPUTATION sustainability as an additional earlier theory that when
value, but not the only value. weighing whether or not to
engage in a behavior,
Marketing designed to individuals typically ask
generate sales should always “What’s in it for me?”1
be built around human wants,
needs, and desires first. Just However, by positioning
because a certain behavior sustainable behaviors as
leads to environmental benefits delivering on primary human
does not mean marketing wants and needs first, and
those benefits should be the secondary wants and needs
most prominent focus. second, marketing messages
can break through. For
Some of the tested messaging example, Tesla focuses its
with sustainability elements did electric vehicle marketing
not perform as well, because first on the style and thrill of
the hierarchy of benefits driving, and second on the
was off—collective benefits vehicle’s ability to reduce one’s
which sound like they are carbon footprint.
more beneficial for the planet
but not the consumer—were
interfering with personal
benefits like gaining control
over one’s home with AT&T’s
home automation service.
16
HOW TO
INCREASE
RECYCLING
BEHAVIOR
KEY FINDINGS
17
When trying to influence McDonald’s found that it was Johnson & Johnson
more sustainable behaviors essential to clearly explain Consumer Inc. tested various
such as a recycling, simple how to recycle in restaurants social media posts and found
and easy-to-understand in order for customers to that messaging clearly
messaging works effectively. recycle properly. Messages explaining what to recycle
that clearly illustrated what and what not to recycle in the
items to recycle by image and bathroom led to a significant
name were more effective increase in participants’ intent
at increasing correct waste to recycle. While messaging
disposal behavior than the explaining the reasons why
control message, which did not to recycle in the bathroom
include recycling guidance. also performed well, the
results consistently show that
simple and easy guidance is
an effective starting point to
influence behaviors.
KEY FINDINGS
18
Tone matters.
HOW TO INCREASE
RECYCLING BEHAVIORS FINDING CASE STUDY
Tone matters
Tone is important to consider, Johnson & Johnson
as it is content and audience Consumer Inc. received
specific. Targeting messaging significant engagement
to the right audience is just with messages that
as important when designing optimistically stated “we
messaging for sustainable can do this!” in contributing
behaviors as it is in traditional to solving the landfill waste
marketing. issue.
R E C O M M E N D AT I O N
19
1 2
HOW TO INCREASE
RECYCLING BEHAVIORS Make your call to action clear Know your audience and
and the behavior change easy. target them correctly.
HOW TO TEST
CREATIVE
BEHAVIOR
CHANGE
MARKETING
KEY FINDINGS
21
While creative visuals are McDonald’s recycling messages were more likely to drive
a powerful ally, the wrong that used colorful and fun participants’ intent to recycle
creative, or no creative at imagery were significantly more than messages that did not.
all, can be a turnoff for effective at driving recycling
consumers. than traditional signage without However, creative imagery
imagery. The SLFG theorizes also has the power to backfire.
that this imagery captured Participants in the Johnson
attention and provided a form & Johnson Consumer Inc.
of entertainment for customers test reported that messages
in unexpected places (the with cartoon toy duck
waste bin in a restaurant), thus imagery were too childish,
leading to a greater focus on and therefore not directed to
the waste disposal task at hand them as adults.
and significantly increasing
recycling behavior. Respondents in eBay’s email
messaging test shared that
Johnson & Johnson Consumer none of the messaging broke
Inc. also found that messages through from an engagement
that elicit an emotional perspective, leading to the
response, like excitement conclusion that the visual
for creating a fun DIY craft and creative elements of a
activity or a meaningful sense message are vital, in addition
of purpose when connecting to the copy itself.
recycling to the Earth,
R E C O M M E N D AT I O N
22
1 2
HOW TO TEST
CREATIVE BEHAVIOR It’s not about green Follow the SLFG 7 Step
CHANGE MARKETING marketing, it’s about great Methodology.
marketing.
Each SLFG member followed
Pay as much attention to the 7 Step SLFG Methodology
the creative as you do to to test how marketing can
the words in messaging. The positively influence sustainable
SLFG studies show that behaviors. The Methodology
creative visuals have just as guides sustainability and
much, if not more, of an marketing teams to identify
effect on consumer behavior behaviors that the company
than marketing copy itself. can influence and recommends
While this may be obvious hypotheses that may be
to seasoned marketers, it is effective at sparking a change
worth keeping in mind for in behavior. See pg. 23 for a
sustainability teams when step by step guide.
conducting message testing.
23
TH E 7 ST EP S LF G M ET H O D O LO G Y
To develop actionable results, each Behavior Change study must be designed specifically to address the challenges, barriers, consumer needs,
and study constraints that exist. We created a seven-step format to help guide the process:
1. Choose behavior Identify the type of behavior to influence (e.g., purchasing of eco-friendly soap or
recycling).
2. Choose testing method Choose a testing method that suits your company’s resource capacity (e.g., live test in
stores or online survey).
3. Map benefits and barriers Map the potential functional, social, and emotional barriers and benefits to engaging in your
chosen behavior (e.g., a functional barrier to recycling is confusion as to what material goes
in which bin and a social benefit is having others view you as environmentally responsible).
4. Ask research questions Formally state what it is you want to learn from your test (e.g., what recycling signage
attributes drive recycling behavior?).
5. Select hypotheses Select a set of hypotheses that will answer your research question. (Note: The SLFG
provides several in the Big Brands, Big Impact: Full Test Results and Methodology Report
6. Design test Select an appropriate test design and variables to measure (e.g.,customers age, perceptions
of brand, etc.).
HOW TO BRIDGE
THE DIVIDE
BETWEEN
SUSTAINABILIT Y
AND MARKETING
TEAMS
KEY FINDINGS
25
SLFG members were able Sustainability teams essentially learned how to speak the language
to have more effective of marketing by bringing concrete metrics to the table related
conversations with marketing to consumer demand and brand perception. Metrics that gained
colleagues as a result of attention with marketing teams included:
presenting the results of the
testing program.
• Intent to purchase • Perceptions of the brand as
environmentally responsible
• Intent to seek out more
information • Brand favorability
• “Importance” of product/ • Brand advocacy (i.e.,
service features (including likelihood to recommend the
sustainability benefits) brand to a friend)
• Overall “appeal” to different
marketing messages
KEY FINDINGS
26
Collaboration between Marketers saw that sustainability teams could help identify
sustainability and marketing the benefits of sustainable products and achieve larger brand
teams leads to new insights reputation goals. And sustainability teams benefited from
about the mutual value understanding how their company evaluates consumer demand
of each team and ways to and marketing success. For future projects, marketers can help
partner in the future. sustainability teams make sustainable products and behaviors
more desirable, thereby achieving business and sustainability goals.
R E C O M M E N D AT I O N
27
1 2
MCDONALD’S
CASE STUDY
How do you get McDonald’s
customers to recycle properly?
SIGNAGE READS
“Recycle”
“Trash”
“Compost”
1. CONTROL
31
2. WHAT TO DO
32
3. COLLECTIVE BENEFITS
33
4. THANK YOU
34
5. TEACHABLE MOMENT
35
TEST RESULT S: MCD ON A L D’S
RESULTS
• The most effective signs for What to Do 4.2% 0.2% 99.9% 45.2%
100% Purity Rate All waste has been correctly discarded in bins
INSIGHTS
JOHNSON &
JOHNSON
CONSUMER INC.
How do you get a consumer
to recycle in the bathroom?
Only 1 in 5 Americans recycles 1. Presenting bathroom • Tested seven different message types through an online survey.
bathroom items.1 recycling as an opportunity
for bonding with your • Sample size: 935 respondents, U.S.-only. Male and female, ages
The following were identified as family promotes recycling 25-54, with focus on parents of children ages 0-12.
key barriers to recycling in the behavior as compared to
bathroom: • Responses recorded pre- and post- exposure to three pieces of
presenting it as a task. creative. Also collected verbatim responses that help indicate why
• Lack of awareness that 2. Telling people how to or why not content performed well.
recycling bathroom products recycle in the bathroom
is possible or important. • Content was gauged on two indicators:
promotes more recycling
behavior than telling them • Intent to recycle
• Recycling is passé and • Perceptions of brand environmental responsibility
boring. It is not memorable why to recycle.
enough to influence 3. Focusing on the benefits
recycling behavior in the that bathroom recycling
bathroom. offers promotes recycling
behavior more effectively
JJCI’s objective was to drive than focusing on the
intent to recycle in the problems of bathroom
bathroom. waste and lack of recycling.
39
“GIVE IT YOUR BEST SHOT!” “CAN I RECYCLE TOOTHPASTE? “ADORABLE DIY UPCYCLED
SUCCULENT PLANTER
Setting up a mini basketball hoop PETE the Duck says: Recycle this,
over your bathroom recycling bin not this! Give that empty Neutrogena Hydroboost
is a great way to practice some Water Gel container a second life—and reduce
eco-friendly 3-pointers as a family. The more you know about what is waste in landfills—by reusing it as a planter
recyclable, the more likely you are to for your succulents! Directions: When you’re
Seriously, when was the last time you done using the product, rinse out the pot, dry,
had this much fun in the bathroom?” do it!”
and add a layer of pebbles, and top with well-
draining soil. Finally, add your succulent! (No
plant on hand? Take the family to your local
nursery to choose a special one.)”
40
4. SOLUTIONS/BENEFITS 5. PROBLEM
You may already know that recycling What happens if you put that empty
reduces landfill waste. But did you shampoo bottle in the trash instead
know that the energy saved from of the recycling bin? It usually ends
recycling just one shampoo bottle up in a landfill—where it can take
from your bathroom can power a 100–400 years to break down!
computer for 25 minutes?
41
All done with your favorite lotion? The amount of plastic we throw
Step away from the trash can — and away each year is enough to circle
instead follow these easy recycling the earth FOUR times! That’s why
steps: 1: Remove the pump and it’s so important to recycle empty
discard (pumps aren’t recyclable). lotion and shampoo bottles, and
2: Give your empty bottle a quick other #1 and #2 plastic bottles from
rinse. 3: Toss in your recycling bin! the bathroom that so often go in the
It’s that easy to help reduce waste in trash. We can do this!
our landfills and conserve our natural
resources!
42
TEST RESULT S: JO H N S O N & J O H N S O N CO N S U M ER IN C.
RESULTS
INSIGHTS
INTENT TO RECYCLE
PERCEPTIONS OF ENVIRONMENTAL
RESPONSIBILITY Combining emotional appeals with clear guidance can drive recycling behavior
Messages that encouraged recycling in an • All tested messages drove intent to recycle, with content targeted toward adult
upbeat way drove perceptions that the brand was audiences being more impactful.
environmentally responsible
• Participants responded well to content that provided new and interesting facts about
• Messages that struck a positive upbeat recycling, which confirms the need for “breakthrough” messages to grab consumers’
tone to solving environmental challenges attention about a topic that might be considered “old news.”
drove the perception of the brand as
environmentally responsible.
• How To messaging can drive significant recycling behavior.
• The How To (DIY) messaging shows that • Why-style messaging can drive perhaps even more widespread intent to recycle.
indirect messaging can be as effective as Telling people how to recycle is helpful, but appealing to some emotional rationale for
direct recycling messages. recycling is more likely to drive widespread engagement.
• Respondents reacted negatively to childish • It is unclear whether messaging targeting Why To recycle are definitely more
creative. effective at driving recycling behaviors than messages explaining How To recycle.
• Potentially combining the Why/Rationale messaging with the How/Guidance
messaging could drive significant recycling behavior.
• The SLFG would recommend exploring the effectiveness of messages that include
both an emotional appeal and short, clear recycling guidance.
HOW CAN YOUR BRAND DRIVE For a deeper look at each
member case study including
BEHAVIOR CHANGE? those from eBay, AT&T, and
Walmart read the Big Brands,
Big Impact Full Report.
Sustainable lifestyles are the new frontier for business.
Triggering the behaviors that make those lifestyles is the new
challenge. How can your brand find ways to break through?
2017
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