KPMG: growing shopper consciousness

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.

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.”

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