Market research on green technology consumers, including a "greenovator" segmentation and interest in green technology. Presented by Joe Bates, Charles Colby and Joe Taliuaga at the Frontiers in Services Conference, 2008.
Narrative Report on 3rd NNational Simultaneous Earthquake Drill2023.docx
It isnt easy being green, or is it?
1. 1
It’s Not Easy Being Green…
…Or, Is It?
Presented by:
Charles L. Colby
Joe Bates
Joe Taliuaga
Rockbridge Associates, Inc.
17th Annual Frontiers in Service Conference
October 3, 2008
For more information, contact:
Joe Bates, VP
703-757-5213 ext. 14
jbates@rockresearch.com
3. 3
Rockbridge Overview
Full Service Market Research Consultancy
– Founded in 1992, based in Washington, DC area
Our Practice Areas
– Product Optimization & Concept Testing
– Customer Satisfaction and Retention
– Positioning and Communications Research
– Market Segmentation
– Website Usability
Rockbridge
specializes in
services,
technology
and media
sectors
Proud Member of Corporate Partner
Center for Excellence in Service
4. 4
Background & Methodology
Rockbridge’s National Technology Readiness Survey
(NTRS) has gathered consumers’ opinions and usage of
technology since 1999
The study is co-sponsored by the Center for Excellence
in Service, R. H. Smith School of Business, University of
Maryland
Methodology:
– Representative survey of U.S. adults (18+ years)
– 1025 consumers surveyed in Fall 2007
• 500 by telephone (random-digit-dialing)
• 525 by a representative web panel
– Results weighted by demographics and by type of internet/phone
access
6. 6
Americans Believe in
Environmental Stewardship
I want to protect the
I want to protect the
environment for the benefit of
environment for the benefit of
future generations
future generations
The Earth belongs to humanity
The Earth belongs to humanity
Source: National Technology Readiness Study, Rockbridge Associates, December 2007
to do with as it pleases
to do with as it pleases
8. 8
Chances Are Good
California has been leading the way
in enacting green laws:
• Mandated recycling of TVs and monitors
• Requiring retailers to take back plastic bags
• Almost outlawed incandescent light bulbs
10. 10
Is There An Environment “Problem”?
% Who Agree With Statement
69%
85%
The evidence of global warming
is real
More needs to be done to curb
air and water pollution in our
country
Source: National Technology Readiness Study, Rockbridge Associates, December 2007
11. 11
Can Something Be Done?
Consumers believe collective action will work
And regulation will not hurt
Source: National Technology Readiness Study, Rockbridge Associates, December 2007
12. 12
Can Technology Help?
There is strong faith in technology
Green tech helps the economy…
The internet gives us a medium to work together
…while more efficient products and services help the wallet
Source: National Technology Readiness Study, Rockbridge Associates, December 2007
13. 13
What is the Potential for Green
Products and Services?
14. 14
Service Technology Empowers
Consumers to Be Green
Recycle/refurbish old computer % Who Have Done
33%
34%
Replace paper financial statements
with electronic
Access online pub instead of print
version
Replace paper utility statement with
electronic
Switch to electricity based on
clean/renewable resources
Telecommute
Source: National Technology Readiness Study, Rockbridge Associates, December 2007
58%
58%
46%
52%
52%
44%
53%
21%
31%
42%
51%
73%
Power company controlled air
conditioner
% Maximum Potential Incidence
Opportunities for
financial
services, utilities,
IT firms,
publishers
15. There is an Emerging Market for Green
Products
Many include making homes and transportation
greener
43%
41%
33%
39%
52%
66%
64%
60%
80%
10%
10%
20%
29%
37%
45%
69%
Energy saving
lighting
Programmable
thermostat
High efficiency
heating
High efficiency
cooling
Home water
purification system
High MPG vehicle
Weather station
Eco-Friendly Home
% Who Have Own
% Maximum Potential Incidence
16. Many Energy-Related Products and Services
Have Potential for Long Range Growth
A third of consumers are interested (or already own)
an alternative fuel vehicle and solar heating systems
17%
23%
29%
27%
35%
34%
34%
32%
4%
4%
3%
4%
7%
3%
8%
3%
Hybrid fuel
vehicle
Solar home
heating
Natural gas/
electric vehicle
Solar water
heater
Trash
compactor
Bio-powered
vehicle
Remote home
system control
Green financial
investments
% Who Own
% Maximum
Potential is
Unrealized
17. Where is the Services Opportunity?
We estimate $104 Billion annual market for
green products
Opportunities:
– Green mortgages
– Green home equity loan
– Green vehicle financing
– Partnerships with energy companies
– Securities backed by these investments
18. 18
Many Are Turning to the Web for Help
5%
4%
8%
18%
17%
17%
16%
23%
21%
24%
27%
% Who Have Done It In Past 12 Months
Got gas mileage info
Researched public transit options
Looked up green tips for home
Visited site of environmental org
Researched candidates' enviro views
Got recycling info
Visited co website for green views
Obtained appliance energy ratings
Environment forums
Donated to political campaign
Researched car pools
Opportunities for
online content to
help consumers
find green
solutions and
network with
other green-minded
consumers
Source: National Technology Readiness Study, Rockbridge Associates, December 2007
20. 20
Key Questions
Who is driving the green movement?
What is the role of innovativeness (if any) in
driving the movement??
21. 21
A “Green Segmentation” of the Market
1 out of 10 adults – “Green Tech Leaders” – are influencers
– They also embrace technology and believe in its ability to solve problems
Another 2 out of 10 – “Green Tech Followers” – are deeply committed to
green issues and view technology as playing a role
10%
31%
22%
12%
7%
18%
Source: National Technology Readiness Study, Rockbridge Associates, December 2007
Green Tech Leaders
Green Tech Followers
Tech Savvy Green Sympathizers
Enviro-Friendly Skeptics
Naïve Consumers
Anti-Greens
22. 22
Psychographic Profile of 6 Segments
Commitment
to Green Influence Absence of
Skepticism
Love of
Tech
Green Tech Leaders High High High High
Green Tech
Followers High Low High Medium
Tech-Savvy
Sympathizers Medium Low Medium High
Enviro-Friendly
Skeptics High Low Skeptical Low
Naïve Consumers Medium Low Medium Low
Anti-Greens Low Low Skeptical Medium
23. 23
Commitment: “I Encourage Friends / Family to Be
Environmentally Friendly”
% Who Agree With Statement
6%
41%
Green Tech Leaders
Green Tech Followers
Tech Savvy Green
Sympathizers
Enviro-Friendly Skeptics
Naïve Consumers
Source: National Technology Readiness Study, Rockbridge Associates, December 2007
98%
88%
50%
89%
Anti-Greens
24. 24
Influence: “Others Come to Me For Advice
on Being Green”
% Who Agree With Statement
2%
0%
22%
9%
Green Tech Leaders
Green Tech Followers
Tech Savvy Green
Sympathizers
Enviro-Friendly Skeptics
Naïve Consumers
Source: National Technology Readiness Study, Rockbridge Associates, December 2007
26%
50%
Anti-Greens
25. 25
Influence: The Use of Social Media
Green Tech
Leaders influence
others through
social media
Green Tech
Leaders influence
others through
social media
Anti-Greens also
use social
media, and may
influence others
on their views
Anti-Greens also
use social
media, and may
influence others
on their views
% Who Agree With Statement
53%
21%
20%
35%
17%
50%
Green Tech Leaders
Green Tech Followers
Tech Savvy Green
Sympathizers
Enviro-Friendly Skeptics
Naïve Consumers
Anti-Greens
26. 26
Skepticism: “There Is Nothing Anyone Can Do
To Prevent Global Warming”
% Who Agree With Statement
7%
Green Tech Leaders
Green Tech Followers
Tech Savvy Green
Sympathizers
Enviro-Friendly Skeptics
Naïve Consumers
Source: National Technology Readiness Study, Rockbridge Associates, December 2007
63%
17%
46%
25%
2%
Anti-Greens
27. 27
Love of Tech: “Other People Come to Me for
Advice on New Technology”
% Who Agree With Statement
28%
1%
31%
58%
21%
96%
Green Tech Leaders
Green Tech Followers
Tech Savvy Green
Sympathizers
Enviro-Friendly Skeptics
Naïve Consumers
Anti-Greens
29. 29
Green Tech Leaders – 10% of Market
How They Think Who They Are
Important to be green
Early Adopters
Technology can save us
Green gadgets are cool
Like trying new green tech
Do research and influence
others on green products
Like doing business with
green companies
Green is good for the wallet
Younger
More likely to have kids
Tech professions
Higher incidence of
• work PC use
• home networks
• high-speed home Internet
• access Internet on the go
Higher web “presence”
and subscriptions to
online music and video
30. 30
Green Tech Followers – 18% of Market
How They Think Who They Are
Adamant about protecting
the environment
People must reduce their
impact on the environment
Green gadgets are fun
Like trying new green
technologies
Research green products
Like dealing with green cos.
Green is good for the wallet
Older
Female
Higher home
ownership rates
Lower incidence of
cell-only households
Spend fewer hours
online
Lower web
“presence”
31. 31
Other Relevant Green Segments
Tech-Savvy Green
Sympathizers (31%)
Care about the environment
Early adopters of
technology
NOT green activists or
boosters, but sympathetic
Like doing business with
green companies
Green is good for the wallet
Skew younger, male, heavy
users of technology
Enviro-Friendly
Skeptics (12%)
Adamant about being green
Technophobic
Technology may worsen our
problems, not sure what to do
Want proven technologies to help
the environment
Research green products
Like dealing with green cos.
Green is good for the wallet
Skew older, less techy
32. 32
Segments Where Green is Less Relevant
Naïve Consumers (22%)
Hold “socially acceptable”
opinions, but no urge to act
More concerned with getting
by on a day to day basis than
being green
Many are technophobic
Low interest/awareness of
green tech or products
Will avoid using green
technologies until they are
proven
Skew female, less techy
Anti-Greens (7%)
Not committed to
environmental issues
Don’t care about green
technologies or products
More concerned with getting
by on a day to day basis
Environmental activists are
irresponsible; the Earth
belongs to humanity
Oppose regulation
Skew younger
34. Will Green Marketing Help a Company?
Yes! …but they have to be sincere!
% Who Agree With Statement
68% 72%
I like to do business with
companies that are
environmentally responsible
Source: National Technology Readiness Study, Rockbridge Associates, December 2007
I resent companies that say they
care about the environment but
don't mean it
35. Example: Online Financial Statements
78%
60%
63%
31%
35%
56%
85%
70%
65%
40%
45%
56%
Green Tech
Leaders
Green Tech
Followers
Tech-Savvy
Green
Sympathizers
Enviro-Friendly
Skeptics
Naïve
Consumers
Anti-Greens
Use Now
Potential
36. Example: Green Investments
13%
6%
2%
0%
Own Now
Potential
2% 3%
32% 33%
12%
5%
15%
9%
Green Tech
Leaders
Green Tech
Followers
Tech-Savvy
Green
Sympathizers
Enviro-
Friendly
Skeptics
Naïve
Consumers
Anti-Greens
38. 38
To Sum It Up…
Consumers care about the environment, even if some are only joining the
bandwagon to be PC
Embracing technology and being green are not mutually exclusive
ideologies
When marketing green products and services, focus on the following
messages:
– Your company cares about the environment (and you have to back this up with
actions that show it)
– If we all work together, we can have an impact
– Your product is environmentally conscious
– Buying your product will not only help the environment, it is good for the
consumers’ wallets
Target Green Tech Leaders with your message
– They will evangelize on your behalf
– Social media is key
Protect the environment trend increases with age and with education.
Men - 77 Women - 89
HS or less - 78 College degree or some college - 85 At least some grad school - 91
Covered Electronic Devices
The following video display devices containing a screen greater than four inches, measured diagonally, are considered to be Covered Electronic Devices under the Act:
Cathode ray tube-containing devices (CRT devices)Cathode ray tubes (CRTs)Computer monitors containing cathode ray tubesLaptop computers with liquid crystal display (LCD) screens LCD-containing desktop monitorsTelevisions containing cathode ray tubesTelevisions containing LCD screensPlasma televisions
Covered Electronic Waste Recycling Fee
Beginning January 1, 2005, Covered Electronic Devices sold in California are subject to recycling fees in the following amounts:
Six dollars ($6) for each Covered Electronic Device with a screen size of less than 15 inches, measured diagonally.Eight dollars ($8) for each Covered Electronic Device with a screen size greater than or equal to 15 inches but less than 35 inches, measured diagonally.Ten dollars ($10) for each Covered Electronic Device with a screen size greater than or equal to 35 inches, measured diagonally.
About 30% of the population are “greenovators” – out of this, 9% are Greenovator Leaders and 21% are Greenovator Followers. Both groups are highly committed to the environment and combating problems with global warming, etc., but they also believe that technology is a solution to the problem. They use and have an interest in green technologies, believe in networking on green issues with information technology, and believe that green tech has more positive side effects (saving money, helping economy) than negative side effects. The Greenovator Leaders influence others on green issues and technology issues in general; they also are more likely to think green tech is fun and “cool”.
Other segments:
Tech-savvy Green Sympathizers (31%) – like technology but not as committed to being green or green tech
Enviro-Friendly Skeptics (11%) – care about the environment and like green tech, but aren’t sure much can be done
Naïve Consumers (21%) – care about the environment, but consider themselves uninformed and not very high-tech
Anti-Greens (7%) – high level of doubt that we have environmental problems or need to act