Influencing Consumer Behaviour-a Guide to Sustainable Marketing
InfluencIng consumer BehavIour a guIde for sustaInaBle marketIng
500019_6000215_Biz_Comm_Book_227x227_FP.indd 1
02/03/2011 17:14
THIS IS A PRACTICAL GUIDE FOR MARKETERS
CONSUMER BEHAVIOUR TO BE MORE SUSTAINABLE
This guide is the result of collaboration between six major UK and global companies who have shared their consumer insight and market experience: B&Q, Kraft Foods, EDF Energy, Marks & Spencer, Unilever and Waitrose. It draws on insights from an extensive literature review of more than 100 documents – from business, academia, government and non-governmental organisations – and conversations with more than 50 marketers. I would like to thank all members of the Steering Group and our partners, Insight Exchange and RKCR/Y&R, for all your tremendous support. Sincere thanks to our Marketplace Leadership Team, past and present, whose passion has driven this project following the launch of ‘How can marketers build sustainable success?’ Influencing consumers to be more sustainable is a necessary step to ensure we all move towards creating a sustainable future – I hope this guide helps you focus your approach and accelerate the pace of change.
1. WHAT DO WE MEAN BY INFLUENCING CONSUMER BEHAVIOUR? 2. WE ARE ALL PEOPLE 3. WHY AREN’T PEOPLE ACTING? 4. WHY INFLUENCE CONSUMERS? 5. IDENTIFYING YOUR AREA OF OPPORTUNITY 6. LEARNING BY DOING – COMPANY CASE STUDIES 7. AND REMEMBER…
AND PEOPLE SEEKING TO INFLUENCE
Thanks to members of the Marketplace Leadership Team: Jeremy Hicks Andy Fennell Nick Bunker Richard Reid David Cheyne Hugh Burkitt Richard Exon Steve Mcintyre Amur Lakshminarayanan Gavin Neath David Jones CEO Chief Marketing Officer President, UK & Ireland London Chairman Senior Partner CEO CEO Group Marketing Director CEO Global Senior VP, Sustainability Supply Chain Director Audi UK Diageo Kraft Foods KPMG Linklaters Marketing Society RKCR/Y&R Speedy Hire Tate Consultancy Services Europe Unilever
500019_6000215_Biz_Comm_Book_227x227_FP.indd 1
02/03/2011 17:14
THIS IS A PRACTICAL GUIDE FOR MARKETERS
CONSUMER BEHAVIOUR TO BE MORE SUSTAINABLE
This guide is the result of collaboration between six major UK and global companies who have shared their consumer insight and market experience: B&Q, Kraft Foods, EDF Energy, Marks & Spencer, Unilever and Waitrose. It draws on insights from an extensive literature review of more than 100 documents – from business, academia, government and non-governmental organisations – and conversations with more than 50 marketers. I would like to thank all members of the Steering Group and our partners, Insight Exchange and RKCR/Y&R, for all your tremendous support. Sincere thanks to our Marketplace Leadership Team, past and present, whose passion has driven this project following the launch of ‘How can marketers build sustainable success?’ Influencing consumers to be more sustainable is a necessary step to ensure we all move towards creating a sustainable future – I hope this guide helps you focus your approach and accelerate the pace of change.
1. WHAT DO WE MEAN BY INFLUENCING CONSUMER BEHAVIOUR? 2. WE ARE ALL PEOPLE 3. WHY AREN’T PEOPLE ACTING? 4. WHY INFLUENCE CONSUMERS? 5. IDENTIFYING YOUR AREA OF OPPORTUNITY 6. LEARNING BY DOING – COMPANY CASE STUDIES 7. AND REMEMBER…
AND PEOPLE SEEKING TO INFLUENCE
Thanks to members of the Marketplace Leadership Team: Jeremy Hicks Andy Fennell Nick Bunker Richard Reid David Cheyne Hugh Burkitt Richard Exon Steve Mcintyre Amur Lakshminarayanan Gavin Neath David Jones CEO Chief Marketing Officer President, UK & Ireland London Chairman Senior Partner CEO CEO Group Marketing Director CEO Global Senior VP, Sustainability Supply Chain Director Audi UK Diageo Kraft Foods KPMG Linklaters Marketing Society RKCR/Y&R Speedy Hire Tate Consultancy Services Europe Unilever