The Growth D_Stillery, in partnership with strategic research agency The Lab Strategy, has released Forces of Good, new research revealing what really matters to consumers and how it is important for brands.
The research, unveiled to marketers at AANA RESET, provides a view on the mind and mood of consumers with regards to understanding what good means to them and the key actions brands can take to improve engagement.
The study identifies 84% of Australians expect companies and businesses to take responsibility on issues of ‘Goodness’, and less than half of shoppers are aware of the actions brands are taking regarding the Forces of Good.
One in three consumers don’t trust sustainability claims and 66% believe sources of information are unreliable, and price is the number one barrier with 47% of consumers not willing to pay a premium for good.
News Corp Australia’s director, Growth Intelligence Centre Dan Krigstein said The Growth D_Stillery’s latest research takes a more holistic mental model of traditional Environment, Social and Governance (ESG) frameworks.
“We set out to identify what good looks like in the minds of consumers, what really matters to audiences and what drives their purchase behaviour. Helping to guide both our own and our partners’ pursuit of good, and to help connect with the audiences that are aligned to their ambitions.
“We take a deep dive into the Forces of Good identified, what matters most to whom, and why it’s important to understand them at a deeper level across industry and generation.
“Uncovering the territories of good for brands and consumers, and highlighting where they can have the greatest impact in their search for good.”
The Lab Strategy managing director, Sydney Andrew Therkelsen said: “Our Forces of Good program is a navigational aid for marketers looking to do more good with their brands.
“We believe there is a profound need right now for rich and deep insights about consumer needs, to stand out against a cultural backdrop of confusion and ambiguity.”
The seven Forces of Good introduced include Sustainability, Community, People, Supply Chain, Product, Ethics and Data, Tech and Privacy.
Delving into the psychology of good and how messaging impacts intention, the research outlines how brands can better talk to the good they do. What good looks like in their industry, and how and where brands should invest in good to maximise growth and improve consumer engagement.
A key challenge for businesses is in communicating their goodness actions in a way that can connect with consumers. Translating initiatives into compelling consumer facing communications is important as too often consumers and brands are talking a different language.
The Growth D_Stillery and The Lab research shows an overwhelming majority of Australians, 85%, have heard the term carbon neutral, but just one in three know what it means, illuminating a real need to support literacy and more effective communication about the good being done by industry. Fewer Australians have heard of net zero, 60%, and just over one in ten, 14%, know what net zero means.
The research uncovered six distinct typologies of consumers, based on their good behaviours and perceptions of what good looks like. These typologies differentiate people based on the level of engagement and responsibility, and the trade-offs people are willing to make to live by their values of Good.
• Committed Crusaders: Highly motivated, they care deeply and their lifestyles reflect their values. They feel empowered to make change and are prepared to take a stand or protest for what they believe.
• Betterment Boasters: Care about Good issues and do what they can to live a life that is aligned to these values, but much less than the Committed Crusaders.
• Empathetic Enthusiasts: Care about and talk about Good, however they are much less likely to go out of their way to make choices that align to those values.
• Resourceful Realists: They give some consideration to Good, but are less willing to pay a premium for it. They are more likely to take actions that provide other benefits such as saving money.
• Inactive Idealists: They have high expectations of companies and governments to do Good, and they feel like they can make change, but they are less likely to be acting on it themselves.
• Nonchalant Neglectors: They are the least engaged, taking much less personal responsibility for Good and don’t engage in many ‘high effort’ good behaviours.