Actionable consumer insights:
Turning environmental strategy into competitive advantage
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Abstract
“The transition to a low carbon economy will bring challenges for competitiveness, but also opportunities for growth” Sir Nicholas Stern, UK Gov Climate Change Review, 2006.
This paper will explore how consumer insight can help make going green a way of gaining competitive advantage
- How understanding consumers’ relationships with a brand can reveal points where carbon reduction could provide better product/service experiences
- How consumer insights can be combined with environmental audits to become an inspiring part of the NPD process
- How consumer understanding allows companies to build communication strategies that increase awareness of carbon issues and build the value of their brands
Richard Atkinson
2CV Research, UK
Dr Richard Atkinson, is a specialist in consumer research, working for over seven years with global companies like Nokia and Sony, NGOs including Greenpeace and Amnesty and International and social businesses such as Cafédirect. In recent years he has developed a particular interest in identifying consumer-focused ways of reducing carbon emissions and together with Tim Blandford has founded a unit within 2cv specialising in green consumption. He is also a patron of the Big Issue and a volunteer with a London city farm.
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