KPMG: growing shopper consciousness
KPMG’s “Me, my life, my wallet” study classified consumers into six categories, based on how important sustainability values are to them, and how this is reflected in their behaviour.
Moderates (26%): their average age is 51 years, 58% of them are women and they are the most affected by the worsening economic conditions. They care about sustainability, but only take small steps. Pragmatists (21%): for them sustainability is someone else’s problem. This is a low-income group of older consumers, 55% of them are women, and they recycle.
Realists (17%): a higher-income group whose members typically belong to generation Z. 56% of them are men, sustainability is important for them, but they reckon pollution is something that comes with economic production.
Price-sensitive (9%): lower-income, older consumers and 58% of them are men. They don’t really care about how the choices they make affect the environment. Activists (17%): this is value-oriented group, 85% of them are willing to pay a higher price for sustainable products and services. Collectivists (11%): they believe that sustainability is everyone’s problem, typically they have a higher income and 60% of them are men. This segmentation model can help companies in planning targeted marketing programmes.
Ez a szegmentációs modell segít a cégeknek megtervezni az egyes szegmenseket célzó marketingprogramokat, amelyekkel vevőiket hatékonyabban tudják megszólítani. A különböző digitális csatornákon és a közösségi média platformjain a szemléletváltást célzó edukáció célzottan lebonyolítható.
ESG and customer focus
Erika Halász, senior manager of KPMG:
“Consumers clearly expect firms to play a leading role in the transformation instead of just simply participating in it. The environmental, social and governance (ESG) approach must be integrated into the operations of the organisation, but classic marketing tools can also be used, so that they manifest in every phase of the customer experience.”
//
This article is available for reading in Trade magazin 2023.2-3.
Related news
National protein research: This is how Hungarians stand in terms of protein intake
🎧 Hallgasd a cikket: Lejátszás Szünet Folytatás Leállítás Nyelv: Auto…
Read more >Hungarian freight transport at a sustainability turning point
🎧 Hallgasd a cikket: Lejátszás Szünet Folytatás Leállítás Nyelv: Auto…
Read more >Trade isn’t an obstacle – it can also be a tool for sustainability
🎧 Hallgasd a cikket: Lejátszás Szünet Folytatás Leállítás Nyelv: Auto…
Read more >Related news
Inflation: stagnation instead of expected increase – 4.3% annual rate, 3.9% core inflation
🎧 Hallgasd a cikket: Lejátszás Szünet Folytatás Leállítás Nyelv: Auto…
Read more >Lidl Hungary received a prestigious professional recognition
🎧 Hallgasd a cikket: Lejátszás Szünet Folytatás Leállítás Nyelv: Auto…
Read more >Spar expanded its store network with an investment of 1.7 billion forints
🎧 Hallgasd a cikket: Lejátszás Szünet Folytatás Leállítás Nyelv: Auto…
Read more >