1. Meet the New Consumers: Five Marketplace Trends That Will Shape the Green Economy and Change the Future of Branding Raphael Bemporad, BBMG Mitch Baranowski, BBMG

2. UNLEASHED. How New Consumers will Revolutionize Brandsand Scale Sustainability JUNE 10, 2011

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5. 5 So, who are New Consumers? And why are they so special, anyway?

7. 7 Activities... In-Depth Surveys Home Audits Shopping Basket Exercises Photo Journals Product Testing Campaign Co-Creation 2,650 Conversations Introduction

8. 8 THE NEW CONSUMER AT-A-GLANCEOLD CONSUMERS VS. NEW CONSUMERS Meet The New Consumers

9. 9 THE NEW CONSUMER AT-A-GLANCESEGMENTATION Meet The New Consumers

10. 10 THE NEW CONSUMER AT-A-GLANCEEARLY ADOPTERS Meet The New Consumers

11. 11 Meet the New Consumers

12. 12 Meet the New Consumers

13. 13 NEW CONSUMER MANIFESTO The decisions I make each day have lasting effects. I think about the social and environmental consequences of what I buy, and try to purchase from brands that align with my values. Meet the New Consumers

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15. 15 TAKEAWAY 15

16. 16 SEEKING TOTAL VALUE Bottom line: products have to work. Finding quality products that work well and limit their impact on the environment – that’s a bonus and a great win-win. Jorge, New York, NY Takeaway 1: Deliver Total Value

17. 17 INNOVATION FOR STYLE, SUSTAINABILITY ... AND DELIGHT Takeaway 1: Deliver Total Value

18. 18 DELIVER THE ‘TRIPLE VALUE PROPOSITION’ PRACTICAL PracticalHow does this brand improve my life? Social/EnvironmentalHow does this brand help me make a difference in the world? TribalHow does this brand connect me to a community that shares my values, hopes and aspirations? TRIPLEVALUEPROPOSITION SOCIAL TRIBAL Takeaway 1: Deliver Total Value

19. 19 TAKEAWAY 19

20. 20 INTENTION: WHAT THEY CONSIDER Health & Safety Quality Recyclable Price Fair Labor Local Convenience Sarah, Kansas City, MO Takeaway 2: Paint a Bigger Picture

21. 21 EXTENSION: WHO THEY CONSIDER Self Family Community Nation Planet Takeaway 2: Paint a Bigger Picture

22. 22 ASKING, ‘WHAT’S IN IT FOR we?’ From singular product to company purpose. Thinking holistically. Seeing Interconnections. Asking, ‘WIFW’? Takeaway 2: Paint a Bigger Picture

23. 23 TAKEAWAY Takeaway 3: Be Their Champion New Consumers are taking control. In the context of economic challenge, New Consumers seek ways to declare their independence and create their own solutions. 23

24. 24 SEEKING FREEDOM, AUTONOMY & SECURITY We got some chickens at the county fair and get fresh eggs from them. They eat our leftovers and give a lot in return. It’s taught our children about other options than just going to the store and buying. Joseph, CA 24 Takeaway 3: Be Their Champion

25. 25 SAVING MONEY, LEARNING NEW SKILLS & CONNECTING WITH OTHERS From singular product to company purpose. Thinking holistically. Seeing Interconnections. Asking, ‘WIFW’? Takeaway 3: Be Their Champion

26. 26 Takeaway 4: Make More Out of Less TAKEAWAY New Consumers want simplicity and meaning -- redefining consumption toward collaboration, community and citizenship. 26

27. 27 RETHINKING CONSUMPTION I have too much stuff. I can feel it psychologically weighing me down. My basement is full and it’s so overwhelming. Experiences are a much better way to spend time and money than buying stuff. Stephanie 27 Takeaway 4: Make More Out of Less

28. 28 ACCESS OVER OWNERSHIP Creating a Better World, One Couch At A Time Takeaway 4: Make More Out of Less

29. 29 TAKEAWAY Takeaway 5: Invite Them In Participation is the new consumption. And New Consumers want brands to invite them in to imagine, invent and influence a new marketplace. 29

30. 30 BEYOND CONSUMER TO CO-CREATOR & CITIZEN Takeaway 5: Invite Them In

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32. 32 RECAPPING THE five takeaways 1. Deliver Total Value 2. Paint a Bigger Picture 3. Be Their Champion 4. Make More Out of Less 5. Invite Them In

33. Thanks! Raphael Bemporad @itsBBMG @rbemporad rbemporad@bbmg.com Mitch Baranowski @itsBBMG @whichmitch mbaranowski@bbmg.com