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Generation Green presentation given at The Remodeling Show 2008 by Steve L, Kleber, president of Kleber and Associates.
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Presented bySteven L. Kleber, PresidentKleber & Associates
INTRODUCTIONS
The Dynamic Multi-Generational Demographic
GENERATION GREEN
1
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PRESENTATION TAKEAWAYS
DNA Make-up of theGreen Generation
2
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GREEN IS HERE TO STAY
3
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WOMEN
51% of the total U.S. population
4
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THE CHIEF PURCHASING OFFICER OF THE HOME
5
80%of all household related purchasing decisions are controlled by CPOs
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WHAT CPOS ARE REALLY LIKE
6
Family life is important, but career goals are the driving force behind the CPO.
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25-54AGE
$1.4SPENDING POWER
TRILLION
63%
COMPARED TO MEN, WOMEN’S MEDIAN INCOME HAS RISEN
CPOS MAKE BIG PURCHASING DECISIONS
7
IN 3 OUT OF 10 HOMESTHE WOMAN EARNS HALF OR MORE OF THE HOUSEHOLD INCOME
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WHAT MAKES THEM GREEN
8
For CPOs It’s a Way of LifeSocially responsible companies and products are preferred.
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SOCCER MOMS NO MORE
9
Gone are the soccer moms…
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MILLENNIAL MOMS EMBRACE NEW TRENDS
10
Eco MomsYoga Moms
Millennial Moms take the natural
approach.
Social Networking
Community Involvement
More empowered than their parents.
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MILLENNIAL MOMS ARE THE REAL DEAL
11
9 millionMillennial Moms
in the U.S.
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WHAT MAKES THEM GREEN
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Information generation
Technologically savvy
Eco-friendly hits home
Newest generation of
mothers
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SINGLE FEMALES
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2:1
SINGLE FEMALES OUTNUMBER MALES
NOT SEX IN THE CITY
DIVORCED, WIDOWS, SINGLE MOMS, FIRST TIME HOME BUYERS
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SINGLE FEMALES ARE AN OVERLOOKED OPPORTUNITY
14
Young single women reside intheir homes 5 years or less
…a prime opportunity for you remodelers, designers andhome product manufacturers out there.
Single female households areincreasing at a staggering rate.…three head-of-households under one roof
may become the new tradition.
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WOMEN AND THEIR ROLE IN THE GREEN MOVEMENT
15
OF ALL NEW HOMES
$5WOMEN SPEND
TRILLIONANNUALLY
91%BUY
50% WANT “GREEN CHOICES”
25% OF PRODUCTS THEY BUY ARE
ENVIRONMENTALLY FRIENDLY.
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YOUNG HOMEOWNERS - GEN X
16
1965-81BORN
51 MILPOPULATION
27-43AGE
$125 BILLION A YEARTHIS GROUP SPENDS
$200 BILLION ANNUALLYWITH TOTAL SPENDING POWER OF OVER
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GENERATION X -- WHAT THIS GROUP IS REALLY LIKE
17
Generation X: diverse, self-reliant and pragmatic…judge “green” brands, products and
services by how they honor their promises…research everything on the internet.
WHAT MAKES THEM GREEN
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Generation X - sustainability is a way of life.…it’s not about talking the talk, but walking the walk.
They are adaptable and open to change.
Sustainability is the step toward a secure future…
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YOUNG HOMEOWNERS - GEN Y
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1982-98BORN
75 MILPOPULATION
20-26AGE
$150 BILLION A YEARCUMULATIVE SPENDING POWER OF
FASTEST GROWINGHOME-BUYING AGE GROUP
BUYERS UNDER AGE 25 ARE THE
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GENERATION Y, DEFINING TRAITS
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Generation Y: optimistic, confident, moral,diverse, individualistic, education focused,
enthusiastic and socially conscious.…the green movement means different things
to different members of this group...
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DO THEY REALLY CARE ABOUT THE ENVIRONMENT? JUST LOOK AT THE NUMBERS
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Generation Y embraces sustainabilityas a way of life.
…84 percent are activelyconcerned about the climate...
Environmental messages impact customer loyalty …
50%say it influences their shopping
behavior
46%say they’d shop at a retailer
more if they were environmentally friendly.
47%say they’d be willing to
pay more for environmentally friendly services.
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“RUPPIES” - RETIRED URBAN PROFESSIONALS
22
1946-54BORN
40 MILPOPULATION
54-62AGE
$2 TRILLION A YEARANNUAL SPENDING POWER
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RUPPIES SET THE NEW STANDARD FOR POST-RETIREMENT
23
Motivated to stay young, healthy and fit, Ruppies remain active in their communities.
…not sitting on a porch in a Florida retirement community…
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RUPPIES ARE ENGAGED AND INTERACTIVE
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This is all great, but what is Generation Green buying, how do they buy and how do
I reach them?
…you’re about to find out...
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SHOWING THE GREEN SIDE
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Energy and water conserving appliances
Touch free faucets
High-efficiency toilets
Low-flow faucets
Recycled materials in countertops, flooring and cabinets
Energy-efficient roofing options
Water storage tanks
Solar power systems
Micro-hydro systems
Low VOC substrates
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SHOWING THE GREEN SIDE
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“WE ARE DOING OUR PART” TO PROTECT THE ENVIRONMENT.75%
OF 2,602 US ADULTS SURVEYED
“INSTALLING RESOURCE-FRIENDLY APPLIANCES.”
46%
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GENERATION GREEN MOTIVATING FACTORS AND PURCHASING HABITS
28
Focus group members were all familiar with
…they would be willing to pay anincremental increase…no more than 5%.
For CPOs, Millennial Moms, a majority of Single Femalesand Young Homeowners, cost is a main purchasing factor…
But, for Ruppies, price is not always the determining factor;safety and convenience are moretypically the underlying factors.
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QUALITY AND PRICE OUTWEIGHS BRAND NAME
29
Generation Green knows that awell-known brand does not necessarily
equal quality workmanship.With Ruppies, brand loyalty isn’t as high as you may presume.
…according to Multichannel News, this older cohort actually has LESS brand loyalty than their younger counterparts.
They expect the highest quality service -
Or they move on
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COMBINATION OF LUXURY AND ENVIRONMENTAL CONSCIOUSNESS
30
Generation X and Yhave varying styles, but bothchoose design and comfort
above other product attributes.
Ruppies…choose products and services for the home based on desired
comfort, convenience and performance.
Recycled plastics, reclaimed wood, reused products.
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HOW TO REACH GENERATION GREEN
31
PROVIDE ONLINE INFORMATION…
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LIMIT THE FLUFF
32
Sound, direct, honest
messaging……busy lives leave no time
for gimmicks or false “green” claims.
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COMMUNICATE REFERRALS FROM A TRUSTED SOURCE
33
Generation Green prefers input and advicefrom trusted sources: family, spouses,
significant others, friends. Internet reliant…create an online community on company Web sites for them
to converse with current customers and prospects about what you offer.
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BE ACTIVE WITHIN THE GREEN COMMUNITY
34
Join and support green-minded organizations and national, regional
and local community programswith similar environmental goals.
A demonstrated commitment to a sustainable planetis as important as saying your product or service is “green.”
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CREATE COMPELLING, GREEN FOCUSED MARKETING MESSAGES
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Generation Green is sharp,knowledgeable andnot easily fooled.
You can’t just say you’re green; you need to prove it.
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SMARTER MARKETING
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The most important thing… tailor your sales and marketing effort to each individual attitudinal and
generational cohort...…informed targeting pays dividends.
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CONCLUSION
37
Avoid misleading and unsubstantiated
green claims.Be a true advocate for theecological movement —
stay true to your customersand to the environment.
…Generation Green willcontinue to rise in numberand sheer spending power
in the future.
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37
Questions?!?
Call 770.518.1000 or visitkleberandassociates.com