Published on May 20, 2008
Understanding The Canadian Ethical Consumer ENVIRONICS R E S E A R C H G R O U P
Most important problem facing Canadians today: 2005 - 2007 Q.1 Source: Environics Canadian Environmental Barometer
Canadians recognize the climate crisis as a serious threat Source: Environics Canadian Environmental Barometer
Do you think Canadians are ready to make this level of change and sacrifice right now? Source: Environics Canadian Environmental Barometer
Who are 40%? Female Aged 35+ Urban
Where they live …
Shades of Green Older (55+) Highly connected Socially conservative Enthusiastic consumers Seek status Religious
The 3SC Trend Map CONFORMITY INDIVIDUALISM OUTER - DIRECTED INNER - DIRECTED AIMLESSNESS ACCEPTANCE OF VIOLENCE ADAPTABILITY TO COMPLEXITY IN LIFE ECOLOGICAL ALARMISM ANOMIE APOCALYPTIC ANXIETY TECHNOLOGICAL ANXIETY BELONGING TO THE "GLOBAL VILLAGE" ATTRACTION TO NATURE ADVERTISING AS STIMULUS ATTRACTION FOR CROWDS ATTRACTION TO THE SIMPLE PLEASURES OF LIFE RISK AVERSION NEED FOR AUTONOMY NEED FOR STATUS RECOGNITION NEED FOR PERSONAL ACHIEVEMENT SEARCH FOR ROOTS NEED FOR ESCAPE CONFIDENCE IN ADVERTISING GOVERNMENT INVOLVEMENT CONFIDENCE IN BIG BUSINESS CONFIDENCE IN SMALL BUSINESS EMOTIONAL CONNECTIVITY AWARENESS OF MORTALITY GLOBAL ECOLOGICAL AWARENESS ECOLOGICAL LIFESTYLE ETHICAL CONSUMERISM OSTENTATIOUS CONSUMPTION EARLY ADOPTION STRATEGIC CONSUMPTION CONSUMPTIVITY CONTROL OF DESTINY RACING AGAINST THE CLOCK PERSONAL CREATIVITY SKEPTICISM TOWARD BIG BUSINESS SKEPTICISM TOWARD SMALL BUSINESS SOCIAL DARWINISM DECONSUMPTION CIVIL DISOBEDIENCE AVERSION TO COMPLEXITY IN LIFE EFFORT FOR HEALTH EQUAL RELATIONSHIP WITH YOUTH EQUALITY OF THE SEXES COMMUNITY INVOLVEMENT ENTHUSIASM FOR CONSUMPTION ENTHUSIASM FOR TECHNOLOGY FULFILLMENT THROUGH WORK SAVING ON PRINCIPLE EVERYDAY ETHICS FATALISM PENCHANT FOR RISK - TAKING HETERARCHY HYPER - RATIONALITY IMPORTANCE OF PHYSICAL BEAUTY IMPORTANCE OF BRAND IMPORTANCE OF SPONTANEITY IN DAILY LIFE IMPORTANCE OF NATIONAL SUPERIORITY IMPORTANCE OF AESTHETICS IMPORTANCE OF PRICE PURSUIT OF INTENSITY AND EMOTIONAL EXPERIENCES INTEREST IN THE MYSTERIOUS INTROSPECTION AND EMPATHY REPRIORITIZING OF MONEY REPRIORITIZING OF WORK ETHNIC INTOLERANCE NEO - ROMANTICISM FLEXIBLE DEFINITION OF FAMILY NEW SOCIAL RESPONSIBILITY OPENNESS TOWARD OTHERS SEXUAL PERMISSIVENESS FEAR OF VIOLENCE ADAPTIVE NAVIGATION JOY OF CONSUMPTION INTUITIVE POTENTIAL FINANCIAL CONCERN REGARDING THE FUTURE PRIMACY OF THE FAMILY PRIMACY OF ENVIRONMENTAL PROTECTION UTILITARIAN CONSUMERISM SPIRITUAL QUEST PURSUIT OF NOVELTY PURSUIT OF ORIGINALITY PURSUIT OF HAPPINESS TO THE DETRIMENT OF DUTY REGIONAL IDENTITY REJECTION OF AUTHORITY REJECTION OF ORDER RELIGIOSITY NETWORKING POLYSENSORIALITY CONCERN FOR APPEARANCE FLEXIBILITY OF PERSONALITY FLEXIBILITY OF GENDER IDENTITY TIME MANAGEMENT TECHNOLOGY VITALITY LEGACY MEANING OF LIFE MEANING OF LIFE=FAMILY MEANING OF LIFE=MATERIAL POSSESSIONS RITUAL INTUITION ATTRACTION TO VIOLENCE SOCIAL LEARNING CONTROL OF PRIVACY CULTURAL FUSION CANADIAN IDENTITY SCIENTISM CYNICISM GADGET ZEAL FLEXIBILITY OF AGE IDENTITY DECELERATION MUTUAL AID REGIONALISM Position of trends on the 3SC 2007 map CONSUMPTION EVANGELISM PROSUMERISM MULTI-TASKING ADDED VALUE BRAND GENUINESS SOCIAL EXPRESSION
Idealism & Individuality Conformity & Exclusion Inner-Directed Outer-Directed Social Success, Materialism and Pride Security, Stability and Exclusion Personal independence and control Adhere to ideals regarding social issues Reject authority, conformity, materialism Personal fulfilment through experimentation Physical and moral well-being important Care about being open to others, enriching experiences Conformist and materialistic values Social success, displaying status Seek clearly defined structures Feel excluded and lack purpose Seek security, stability, leadership Accept civil disobedience, violence Experience and Personal Development Autonomy and Well-being
Personal independence and control
Adhere to ideals regarding social issues
Reject authority, conformity, materialism
Personal fulfilment through experimentation
Physical and moral well-being important
Care about being open to others, enriching experiences
Conformist and materialistic values
Social success, displaying status
Seek clearly defined structures
Feel excluded and lack purpose
Seek security, stability, leadership
Accept civil disobedience, violence
Idealism & Individuality Conformity & Exclusion Inner-Directed Outer-Directed
Idealism & Individuality Conformity & Exclusion Inner-Directed Outer-Directed Men by Age Women by Age Male 25-34 Male <25 Male 65+ Male 45-54 Male 55-64 Female 25-34 Female 35-44 Female 45-54 Female 55-64 Male 35-44 Female <25 Female 65+
The 3SC Trend Map CONFORMITY INDIVIDUALISM OUTER - DIRECTED INNER - DIRECTED CONFIDENCE IN BIG BUSINESS Position of trends on the 3SC 2007 map Low confidence in “big business”
Are Green Products and Services on the Market in Canada really better for the Environment than other Products Source: Environics Canadian Environmental Barometer
Prepared to pay more for environmentally friendly products Source: Environics Social Values Monitor
Consumers looking for leadership Source: Environics Canadian Environmental Barometer
The 3SC Trend Map CONFORMITY INDIVIDUALISM OUTER - DIRECTED INNER - DIRECTED NETWORKING SOCIAL LEARNING Position of trends on the 3SC 2007 map CONSUMPTION EVANGELISM Are or seek to be highly “connected”
The 3SC Trend Map CONFORMITY INDIVIDUALISM OUTER - DIRECTED INNER - DIRECTED DISCRIMINATING CONSUMERISM Position of trends on the 3SC 2007 map PROSUMERISM BRAND GENUINESS Authenticity and deeper level of brand experience Control of and interaction with brands Will defend against attempts to create artificial needs
The “Beautiful Coincidence” New Marketing Green Marketing Dialogue with Consumers Co-creation Socially connected Post Brand Image Transparent Dialogue with Consumers Co-creation Socially connected Post Brand Image Transparent
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Older Consumer Perceptions of Unethical Sales Tactics 195 TABLE I Taxonomy of ethical ideologies Idealism Relativism High Low High Situationists