Mini project #1Mariko Suzuki
A00868388
Set 1M
Q1, whichsegment do you believe you would fall in to and why?
The research called The SHIFT Report shows a unique consumer segmentation model. This segmentation categorises people into 5 groups: the vocal globalist, the casual spectator, the pragmatic believer, the hyper local, and the self serving non believer. This research explains that environment sustainability for consumers is not only about the earth friendly or going green but also connecting to communities, friends and families tightly or achieving quality of life around their society. Ibelieve that I would be grouped inthe causal spectator who is ranked the second highest percentage, and described as people who are not “particularly passionate about any issues.”When I think about the most important things for me, I have to say that they are not Global Warming or going green. Living a balanced life with enough money, having a good relationship with my family and friends, and most importantly, being respected for respecting others are more significant issuesfor me.
I know that Global warming is now one of the most critical issues that people should consider; however, unfortunately, this issue is not my first priority.There is a list of 10 things we can do for Global Warming and I realized that I have tried 3 things in the list: recycling, changing a light bulb, and driving less. I try thembecause they will be to my benefit to do so, not because I am concernedabout Global Warming. For example, I use LED light bulbs because they last 10 times more than regular lights and allow me to save money over all. I use public transportation because it is cheaper than owning a car. Unlike the vocal globalists who is concerned about Global Warming, my first priority is quality of life.
Another thing that I care about more than environmental issues is having a good relationship with my family and friends because I believe that a good relationship with others makes life easier.For example, it is not easy for me to be successfulin the demanding courses in BCIT on my own. However, it would be possible when I study with my classmates and help each other so as to cover each other’s weakness. This can be done only if I have a good relationship with them. Similarly, my family is understanding and very supportive and I think it is also because of a good relationship. I can focus on my study and feel more confident when they are around me, always saying that they are proud of me no matter what happens to me.
Finally, I have to say that respecting others and being respected are significantly important to me.It is more meaningful than going green or eco friendly even though some people may say that going green or eco friendly is respecting the next generations. I agree. However, it is still more important for me to care about people closely around me. When living among people, we must respect each one’s values or beliefs. When I am treated with respect, it means a lot to me because I feel more appreciated and makes my life more meaningful.
The SHIFT Report shows different aspects of sustainability issues. Most of us care about the environment but not only in terms of going green but also in terms of society, community, relationship, or sense of well being. I don’t want to say I don’t care about earth friendly because I care, but it is not my first priority.
Q2 what use would marketers have for this type of information?
Sustainability Passion Index tells us many facts about consumers. It is not really surprising to know that most of us care about our communities, friends and families more than global issues. Sustainability Passion Index also reveals to us a sustainability sweet spot. This spot is an over- lapped spot with sustainability and consumers brand. If we, as marketers, approach our consumers, considering this spot, we could be a successful business.If I am a marketing manager in a company, I use the information from Sustainability Passion Index as follows:
1, To set a new market using local products.
Since all segments care about local businesses and communities, I should use local products to produce a new market. For example, if I use local fruits and vegetables to make seasonal juice, it will attract most of the segments. Also if I use paper packages for the juice, it will be more eco-friendly than using plastic bottles so it would attract the vocal globalists.
2, To select target market.
My target would be the vocal globalists because they are passionate about social and environmental issues more than any other segments and care about connecting with their community. I would especially like to focus on the femalevocal globalists because females usuallylike fruits and vegetables. They also careabout their health as well as their family’s health. (If they have children, it would be even better.)
3, To state uniqueness of my products
To show the prominent characteristic of my products, I would specify where the fruitsare cropped on the package of juice. If I show a picture of the farmer on the package, consumers will feel more secured. The picture will also help consumers realize that they are contributing to the local businesses.I also should indicate environment sustainability of the product. I can approach consumers with my product which is not only eco-friendly but also helping local businesses.
4, Position the product
While working on going green or eco-friendly by using recycle paper packages for my product, I try to look for local farms which grow crops all year. I focus on producing seasonal juice using freshly cropped seasonal fruits or vegetables. Consumers will recognize my product as freshly cropped local fruits or vegetable juices which arealso environmentally friendly.
I think Sustainability Passion Index helps marketers focus on setting a market, selecting a target market, stating uniqueness of my product, and positioning my product. It is significantly important for marketers to understand what consumers really need and what consumers really care. Just going green for the sake of going green is not making a good relationship with consumers and it will cause businesses failure.