A new book clarifies the current type of consumers in relation to the new most sustainable habits related to the protection of the planet and of natural resources, classifying them in eight types, from the most convinced to the most skeptical.
The work, entitled The demand revolution: how consumers are redefining sustainability and transforming the future of companies, Published by the Simon-Kucher consultant, it has been co-written by the experts of the company Dr. Andreas von der Gathen, Nicolai BroBy Eckert and Caroline Kastbjerg.
In the book you can discover the eight types of consumers that currently exist and It offers companies practical ideas to align strategies with various sustainability values.
Different attitudes towards sustainability
“There is no single sustainable consumer,” explains Nicolai BroBy Eckert, main partner of Simon-Kucher. «Our research reveals eight unique profiles, which They reflect the wide variety of attitudes towards sustainability. These archetypes give companies the tools to create stronger and more significant connections with customers ».
In The Demand Revolutionthe authors reveal how 60 years of knowledge and exposure to Sustainability have transformed consumer behavior and have redefined their expectations.
The authors stand out as one of the conclusions that “most consumers are now willing to buy sustainable solutions” and argues that “eThis powerful change installs environmental practices at the same level as the pricethe quality and the brand».
Accessible, affordable and authentic
The book offers a Strategic framework for companies take this opportunity, creating lasting competitive advantages and unique loyalty of customers through innovative business models.
«Our study shows that 85% of consumers are open to sustainable optionsbut they want them to be accessible, affordable and authentic, ”says Dr. Andreas von der Gathen, main partner and co-zo co-Kucher. «Companies must leave the unique strategies behind and adapt your approach to satisfy the various values of these eight archetypes, ”concludes von der Gathen.
The demand revolution It provides companies with practical ideas to take advantage of sustainable demand by understanding the diversity of consumers. Published by The Mit Press, the book is now available and is part of the series Management on the cutting edge.
Eight unique profiles
Reading this work you can Discover the eight types of sustainable consumers. We summarize here these typologies so that you are curious to know more with a more in depth reading:
- Champions: Totally committed to sustainability, willing to pay a surcharge to support their ecological values (8% of consumers).
- Image -driven: They prioritize sustainability in categories that improve their personal image, such as beauty or fashion (10% of consumers).
- Salvadores del Planeta: They live sustainably adjusting habits, but resist paying a surcharge for sustainable options (13 % of consumers).
- Reflective: Very informed and willing to pay more, although to a lesser extent than champions (9 % of consumers).
- Conscious of costs: They care about sustainability, but give priority to affordability, often opting for the cheapest option (18% of consumers).
- Selective: They support sustainability in specific areas, often linked to added personal benefits such as health or cost savings (8% of consumers).
- Skeptics: They believe in climate change but distrust the sustainability statements of companies and question the real impact of individual consumption decisions to make a difference. (19 % of consumers).
- Non -believers: They do not give priority to sustainability in purchasing decisions under any circumstances (15 % of consumers).
