Market Insights from Top Researchers: The Latest Intelligence on Customer Attitudes and Behavior

1. Steven French | @NMITWEETS
Natural Marketing Institute
Market Insights from Top Researchers: The Latest
Intelligence on Customer Attitudes and Behavior
Raphael Bemporad | @rbemporad
BBMG
Dorothy Mackenzie | @DragonRogueUK
Dragon Rogue
Lucy Shea | @swishinglucy
Futerra
Kristoph Kahlert
Serviceplan Corporate Reputation
Dan Gavshon Brady | @DanBG88
Wolff Colins

2. The Future of Living Spaces and
Workplaces!
Sustainable Brands London
November 2015
The future of living spaces and workplaces
Dorothy Mackenzie
Sustainable Brands London
November 2015

3. Selling
sustainability
vs
riding on
underlying
Selling
sustainability
vs riding on
underlying
drivers of
change?

4. 3
Research into consumer interest in different circular concepts
Many different facets of
a more ‘circular’ way of
living – and many
different attitudes and
motivations
Behave "
sustainably
Think"
sustainably
Novelty
Seekers
24%
Casually
Conscious
Consumers
19%
Progressive
Purchasers
19%
Committed
Caretakers
15%
Savvy
Economisers
24%

5. 4
Making circularity desirable
Committed
caretakers (15%)
Progressive
purchasers (19%)
Casually
conscious
consumers (19%)
Savvy
economisers
(24%)
Novelty seekers
(24%)
Make it easy.
Make it as fun as
buying stuff.
Help them to afford
having it all.
Price simply and
transparently.
Commit to a fixed
price over the long-
term.
Help them to make
more from what they
already have.
Take away the pain
of low-interest
purchases.
Offer them
opportunities to
change and
upgrade.
Position new models
as clever, novel
initiatives from
familiar brands.
Make it as original,
personal and unique
as possible.
Tell them a story.
Repay them with
social currency.
Show them where
things come from
and where they go.
Help them to get
more from other
people’s stuff.
Help them to foster
a community of
purpose.

6. 5
Making circularity happen | who is most likely to adopt?
Committed
caretakers (15%)
Progressive
purchasers (19%)
Casually
conscious
consumers (19%)
Savvy
economisers
(24%)
Novelty seekers
(24%)

7. Underlying drivers will
create more opportunities
for more sustainable living
than finding compelling
messages

8. 7
Technology, demographics, economics are shaping how we live and work
Emergent trends
Squeeze on space
Urban populations will
continue to swell and age,
changing the way we live,
work, travel and have fun.
Business equals pleasure
The boundaries between
work and play are blurring, as
a result of more fluid time
management.
The responsive
environment
The planning of buildings and
places will become more
complex and dynamic.
The rise of community
Complex global networks and
supply chains will give way to
more localised, more
meaningful interaction.
The maker movement
People will become more
involved in the design and
maintenance of the material
world.
Zero waste society
The reality of resource
scarcity will hit home,
prompting more efficient use
of energy and materials.

10. 9
Squeeze on space
Springhill Cohousing
scheme, Gloucestershire,
was first cohousing project
to be completed in the UK.
Affordability
Convenience
Access to space

11. Squeeze on space
Copper Lane, North London, has no private gardens or washing
machines, but shared open spaces, a laundry and a communal
room for parties, music and games, which have to be collectively
managed and maintained.

12. Squeeze on space
57%
Of people say that they do
not have enough storage for
all of their possessions.

14. Business equals pleasure
55%
Percentage of 16-25 year-olds
who want to set up their own
business

15. Business equals pleasure
14%
Percentage of 16-25 year-olds
who have already begun to set
up their own business, up from
8%
7%
of over-50s in the UK
are engaged in
entrepreneurial
activity

16. Business equals pleasure
ContainerVille is a new
home for start-ups and
small businesses. 30
shipping containers are
arranged over 2 floors and
up-cycled into modern
work spaces by the
Regents Canal.

18. 17
The responsive environment
Homes will be as smart as
phones

19. 18
The responsive environment
The Samsung WW9000 is
the first connected washing
machine to be sold in the
UK.
It can automatically assess
the optimal cycle to use,
based on the weight and
dirtiness of the laundry.

20. The responsive environment
12.5 billion connected
devices are expected to be
embedded in buildings by
2020.
“The ‘Home of the Future’ will adapt to user
needs through three key attributes:
§ Show me: it will make complex data visible
and useful to make better choices
§ Know me: it will learn consumer needs and
recognise lifestyle patterns
§ Tell me: it will proactively adjust to their
needs and provide suggestions without
being asked.”
Boo-Keun Yoon, CEO Samsung Electronics

22. The maker movement

23. 22
The maker movement
The answer to affordable
housing?
A 3D printer that can build
a 230 square-meter house
in 24 hours.

24. 23
The maker movement
Repairs on us
At selected Nudie Jeans
stores around the world,
people can get their jeans
customised or repaired for
free.
They also offer extensive
tips and advice on how to
repair garments yourself,
and offer a free repair kit
with all purchases.

25. Sugru
Sugru is a multi-purpose brand of silicone rubber that resembles modelling
clay, but dries to a very durable finish. Can be used across a wide range of
appliances, from dishwashers to reading glasses.

26. We need to use the
underlying drivers of
behaviour change that
indirectly support more
sustainable living and
working

27. Spotting opportunities to
align people’s emerging
needs with business
opportunities

28. 27

29. The Future of Living Spaces and
Workplaces!
Sustainable Brands London
November 2015
Thank you
d.mackenzie@dragonrouge.com
@DorothyMackenz1