KPMG: growing shopper consciousness

By: Trademagazin editor Date: 2023. 03. 06. 18:41

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.

KPMG logo

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.