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A special guide to the six key features of a sustainable marketing strategy for Irish marketers and brand owners.
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1Sustainable 6
Sustainable 6How brands can sustain
themselves into the future
An Amárach Report
June 2011
Sustainable 6
About
Amárach
Sustainable 6
30 permanent staff
+ 180 part time in cati/capi teams
100,000+ interviews last year
& over 400 focus groups
Irish management owned
Guaranteed Irish member
Clients in Ireland
+ UK, USA, Germany
Research Partners
UCD & ESRI
Full Service Research
+ field only
+ consulting
4Sustainable 6
Six Sources of Sustainable Branding
1.strategy
6.
sales
5.
savvy
3.
social
4. science
2.sentiment
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1. Strategy
6Sustainable 6
Sustainable 6 – Strategy:
Good branding – and good
marketing – has always been
about sustainability…
7Sustainable 6
What Is Marketing?
“The strategic business function that
creates value by stimulating, facilitating
and fulfilling customer demand.
It does this by building brands, nurturing
innovation, developing relationships, creating
good customer service and communicating
benefits.
With a customer-centric view, marketing
brings positive return on investment, satisfies
shareholders and stakeholders from business
and the community, and contributes to
positive behavioural change and a sustainable
business future.”
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2. Sentiment
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Sustainable 6 – Sentiment:
Sustainable brands must be
aligned with our deepest needs
and emotions…
10Sustainable 6
New insights from Evolutionary Psychology point to a greater importance for parenting and
the family in life satisfaction than assumed in late 20th century
„Old Maslow‟
„New Maslow‟
Forget Maslow
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Warm Feelings
Too
much
focus
here
Too
little
focus
here
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3. Social
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Sustainable 6 – Social:
The new world of social media
and social networks will
provide new pathways to
sustainability…
16Sustainable 6
Tipping Points
1980s 1990s 2000s 2010s
Year in which technology used by majority of Irish adults for first time:
landlineHome PC
2005
Mobile
2000
Internet
2007
Broadband
2009
2011*
Smartphone
2012*
* Amárach forecast
17Sustainable 6
Only Connect
May 2009:
627,000
May 2011:
1,937,000
Facebook users in Ireland*
* socialbakers.com
64% of internet users
42% of Irish adults
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Net Promoter
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NPS Indicators for Ireland
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4. Science
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Sustainable 6 – Science:
We are going through a
revolution in our understanding
of human psychology, with
long-term implications for
sustainability & branding…
23Sustainable 6
In the Mind
24Sustainable 6
Behavioural Economics
“Behaviour is motivation filtered through opportunity.”
Clay Shirky
COM-B System
Source: Prof. Susan Michie
Capability:psychological or physical
ability to enact the behaviour
Motivation:reflective and automatic
mechanisms that activate or
inhibit behaviour
Opportunity:physical and social
environment that enables
the behaviour
25Sustainable 6
COM-B in Action
Capability:psychological or physical
ability to enact the behaviour
= low rate of tax
Motivation:Reflective and automatic
mechanisms that activate or
inhibit behaviour
= tax + social norms
Opportunity:physical and social environment
that enables the behaviour
= choice at checkout
COM-B & the Plastic Bag Tax
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5. Savvy
27Sustainable 6
Sustainable 6 – Savvy:
Brands seeking sustainability
will have to work with
consumers – convincing them
that sustainable is smart and
not „stupid‟…
28Sustainable 6
Economising Habits
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Changing Habits 1
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Changing Habits 2
31Sustainable 6
Not Just Price
Most Important Factors in Deciding where to Shop for Goods/Services
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Eco-Shopping
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6. Sales
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3. The Smart Future
next wave capitalism
Sustainable 6 – Sales:
Those brands that are aligned
with the long-term dynamics in
Irish consumer markets will
„double‟ their investment in
sustainability…
35Sustainable 6
Demography Is Destiny
-15.0%
-10.0%
-5.0%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
0-9 years
10-19 years
20-29 years
30-39 years
40-49 years
50-64 years
65-74 years
75+ years
total
Not So Young
% Change 2000-2007 % Change 2007-2010
36Sustainable 6
Saved by Spending
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Towards a
Sustainable
Recovery
38Sustainable 6
Sustainable Marketing
39Sustainable 6
This Time Is Different
Unsustainable Sustainable
New Is Better Better Is Better
What Customers Want What Customers Value
Features & Benefits Feelings & Experiences
Be Cool Be Human
Bells & Whistles Keep It Simple
Personal Autonomy Family Integrity
Part of the Problem Part of the Solution
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Resilience is generally defined as the ability to bounce back
from disturbance and to cope with adversity. Resilience
builds upon foundations of sustainability, embracing the
core idea of not letting the demands of the present starve the
needs of the future.
Resilience
Faced with the inability to sustain our past, we reinvent
ourselves for a new context. Resilience is intimately
connected to the practice of creating futures. It is not enough
simply to bounce back: one has to bounce forward into hope
and purpose.
Miriam Lueck Avery
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Call us on 01 410 5200 if you want your business to
bounce forward to success:
Mark Nolan Managing Director
or Michael McLoughlin Chief Executive
or Gerard O’Neill Chairman
for a confidential discussion about your needs and to
explore how we can help you succeed through world
class market research.
w. www.amarach.com
b. www.amarach.com/blog
t. twitter.com/AmarachResearch
