DENVER — Nearly one in four shoppers are willing to pay more for something if it makes them feel like they are contributing to saving the environment. Shoppers ages 18 to 34 are slower to embrace making purchasing changes to benefit the environment than those shoppers ages 35 to 44 and 55 to 64, this was revealed in The Checkout, the shopper experience study currently underway by The Integer Group ® and M/A/R/C ® Research.
While college-aged consumers are expected to quickly embrace eco-concerns, the data shows they aren't necessarily willing to pay money to do so. Also interesting, is a higher eco-consciousness amongst the 55+ set compared to younger generations. Results show that all consumers are willing to make easy changes such as switching out light bulbs or getting paperless statements, but when it comes to doing something that requires more time, money and effort, such as only purchasing locally-grown organic food or carpooling, the amount of willing participants drops.
"Buying local means purchasing new products in new ways — requiring more effort behind routine shopping trips. To change behavior, the incentive must be compelling with tangible benefits," said Craig Elston, SVP, The Integer Group. "If shoppers can't see or feel an immediate reward for this new behavior — saving money, time, creating social change, etc.— they'll opt to stick with what they know. Enabling shoppers to become change agents means helping them overcome deeper psychological barriers within."
It used to be that environmental awareness was heightened just in April but its now becoming a way of life and its something brands and marketers should consider taking advantage of. Instead of doing short-term or once-a-year promotions surrounding Earth month, changes that are permanent or long-term are those that create a feeling and show shoppers that companies are serious and committed and then consumers will begin to follow.
"Marketers must focus on the emotional need instead of only the functional benefits if they want to see change. They need to make it worth their while. Price and quality are largely functional benefits. An emotional reward that focuses on how consumers feel versus the functional environmental benefit is the territory in which marketers must play," said Randy Wahl, EVP, M/A/R/C Research.
Data for The Checkout comes from a national survey conducted by Integer and M/A/R/C where consumers are asked about their shopping attitudes, shopping behaviors, and economic outlook. Topics range from criteria shoppers use to select retailers, to which in-store stimulus is most likely to drive purchase, to factors that might lead shoppers to leave an aisle empty-handed. The Checkout is available for download at Integer's blog www.ShopperCulture.com or M/A/R/C's web site www.MARCresearch.com/thecheckout.
About The Integer Group
The Integer Group (www.integer.com) is one of the world's largest promotional, retail, and shopper marketing agencies, and a key member of Omnicom Group Inc. Integer lives at the Intersection of Branding and Selling® and creates strategic marketing solutions for clients in categories that include retail, beverage, packaged goods, telecommunications, home and shelter, automotive aftermarket, and power sports. Integer has more than 1,200 employees working in U.S. locations as well as international offices in Africa, Asia, Australia, Europe, the Middle East, North and South America. Join the conversation on shopping culture and brand strategy at www.shopperculture.com.
About Omnicom
Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com) is a leading global marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations, and other specialty communications services to over 5,000 clients in more than 100 countries. i
About M/A/R/C® Research
M/A/R/C® Research (www.MARCresearch.com) is a brand development firm dedicated to helping clients create, evaluate, and strengthen their brands. Our teams design and execute qualitative and quantitative, traditional and online solutions while adhering to a client-service ethic built on being easy to work with and delivering what is promised. Our core competency is measuring attitudes and behaviors to accurately explain and predict market share, revenue, and bottom line impact of a client's actions. We help our clients address consumer, channel, and B2B marketing issues to launch better products and services, attract and retain valuable customers, and build stronger brands. Our proven, marketing-issue focused solutions, support clients' brand building efforts.
Source: The Integer Group
