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Inspiring Daily Environmental Actions through Green Marketing in China

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Hannah Lincoln

The document discusses research on environmentalism in China and implications for green marketing. It finds that while Chinese people, especially youth, support environmental protection, they lack understanding of how daily actions connect to bigger issues. However, opportunities exist for brands to educate consumers and show how green choices allow pursuing quality lives and relationships through "tiny worlds". Brands could design packaging and apps to motivate behaviors and display environmental impacts of purchases to interested youth.

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INSPIRING DAILY ENVIRONMENTAL ACTIONSTHROUGH GREEN MARKETING IN CHINA with brand implications. Hannah Lincoln 2017
CONTENTS Methodology Who is this research for? Results Implications Hannah Lincoln 2017 2
METHODOLOGY Step 1: Desk Research A wide review of environmentalism in Chinese digital and social media sphere (WeChat, Douban,Weibo, online magazines, etc.). Step 2: Insider Interviews Four interviews with current and former environmental organization leaders and participants. Step 3: Survey 105 participants, ages 14-50, from cities throughoutChina. Step 4: DataAnalysis Light quantitative analysis and deep qualitative sociocultural analysis for insights and brand implications. Hannah Lincoln 2017 3
WHO ISTHIS RESEARCH FOR? This research is primarily for for-profit brands. This is not an investigation into the best ways for China to become environmental. It is a study of Chinese people¡¯s perspectives on environmentalism and how it connects to their daily actions. These insights can help brands that are interested in ¡°green consumption¡± to effectively connect with target consumers through impactful green marketing campaigns. Hannah Lincoln 2017 4
RESULTS Hannah Lincoln 2017 5
Must be protected 77% Should be protected, within reason 19% Cannot truly be protected 4% ITHINKTHE ENVIRONMENT¡­ Hannah Lincoln 2017 6
Do Chinese people care about the environment? Yes. And, they are increasingly willing to take personal responsibility for it. Hannah Lincoln 2017 7
Government 56% Civilians 39% Interest Groups 0% Other 5% WHO SHOULD PRIMARILY BE RESPONSIBLE FOR THE ENVIRONMENT? Hannah Lincoln 2017 8
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00% 100.00% 17 and under 18-22 23-27 28-32 33-37 38+ ANSWERS ACCORDINGTO AGE Government Civilians WHO SHOULD PRIMARILY BE RESPONSIBLE FORTHE ENVIRONMENT? Hannah Lincoln 2017 9
The trend is clear: Younger people are more likely to think civilians are primarily responsible for the environment. Older people are more likely to think the government should be responsible. Hannah Lincoln 2017 10
This finding aligns with traditional Chinese attitudes toward the ¡°public good¡± being the government¡¯s responsibility.* However, China¡¯s youth have a stronger belief in their ability to influence and change the world around them. *While not necessarily a traditional communist attitude, this attitude results from a lack of civil society, common in authoritarian states. One famous study in the 1990s interviewed Chinese villagers who were dumping raw sewage into the town river, their reason being, ¡°Clean-up is the government¡¯s responsibility.¡± (¡°ÄǸöÊÇÕþ¸®µÄÊ¡£¡±£© Hannah Lincoln 2017 11
Can exist in urban areas 71% Can only exist outside of urban areas 1% Can only exist where there are very few people 28% ITHINKTHAT NATURE¡­ Hannah Lincoln 2017 12
For this question, there was no significant difference in opinion by age group. The Chinese population is generally positive about the possibility of finding nature in their cities. 66.4% of people under 32 agreed that nature can exist in urban environments Hannah Lincoln 2017 13
This sounds promising for China¡¯s potential green future. But, there are a few obstacles¡­ Hannah Lincoln 2017 14
Obstacle 1: People do not know how to be environmental. Their understanding of environmentalism comes mostly from state-run media. Obstacle 2: Modern China loves consumption, and self- restraint in consumerism is not a popular idea. Hannah Lincoln 2017 15
WHAT DOYOUTHINK ISTHE MOST EFFECTIVEWAYTO BE ENVIRONMENTAL? Answer % selected Analysis a Reuse + Recycle 31 b Do not use plastic bags 23 c Do not use disposable chopsticks 20 d Do not drive car or take taxi 8 e Order fewer take-out meals 6 All takeout in China includes disposable chopsticks, so (e) is more logical than (c). f Buy less online 3 All products ordered online come packaged in plastic and cardboard that is not easily re-used, so (f) is a more logical choice than (b). g Do not eat meat 2 One of the most effective ways to reduce carbon footprint, which almost no one in China knows about. h Do not buy new products 2 Arguably more effective than (a). i Other 5 Hannah Lincoln 2017 16
WHAT DOYOUTHINK ISTHE MOST EFFECTIVEWAYTO BE ENVIRONMENTAL? Answer % selected a Reuse + Recycle 31 b Do not use plastic bags 23 c Do not use disposable chopsticks 20 d Do not drive car or take taxi 8 e Order fewer take-out meals 6 f Buy less online 3 g Do not eat meat 2 h Do not buy new products 2 i Other 5 Reflects conventional understanding of environmentalism, promoted by state-run media: ? Recycling: Recycling bins are everywhere even if they are not always used. ? Plastic Bags: Government levied tax on plastic bags in 2008 to decrease use. ? Disposable chopsticks: A problem widely covered in Chinese media. ? Cars/taxis: Frequently pointed to as the main cause of pollution, in order to take attention away from the factories. (Shift blame from government + businesses to individual people.) Hannah Lincoln 2017 17
WHAT DOYOUTHINK ISTHE MOST EFFECTIVEWAYTO BE ENVIRONMENTAL? Answer % selected a Reuse + Recycle 31 b Do not use plastic bags 23 c Do not use disposable chopsticks 20 d Do not drive car or take taxi 8 e Order fewer take-out meals 6 f Buy less online 3 g Do not eat meat 2 h Do not buy new products 2 i Other 5 Solutions rarely talked about in popular Chinese discourse. Compared to (a)-(d), more self- restraint and personal sacrifice required. China relatively new to consumerism; still enjoying its growing wealth. Chinese consumers unlikely to willfully embrace self-restraint in this area. Hannah Lincoln 2017 18
¡°I work at an environmental NGO, and we order takeout everyday. It¡¯s pretty much the worst daily action you can take for the environment.¡± ¡°I studied environmental science so I basically know what I should do ¡­ but it¡¯s hard to be the only one doing it.¡± ¡°Young people want to be environmental but China lacks the infrastructure. It often feels hopeless.¡± ¡°Basically only old people recycle, and that¡¯s for money. No one young really does it.¡± Commentary from insider interviews Hannah Lincoln 2017 19
At face value, Chinese people support environmentalism. Intellectually, they lack the know-how to connect their daily actions to the bigger picture. Emotionally, they feel their own efforts may not be enough. KEY INSIGHT Hannah Lincoln 2017 20
For an environmentalist, this sounds frustrating. But with a closer look at the upcoming youth generation, it¡¯s clear there are great opportunities to change mindsets and behaviors, by tapping into their relevant aspirations and tensions ¡­ Hannah Lincoln 2017 21
Chinese youth perspective TINY WORLD: A carefully constructed reality focused on building and protecting one¡¯s individuality in the here and now. Chinese youth today perceive society as full of risks. As a way to protect their individualities and cultivate quality lives, they build ¡°TINY WORLDS.¡± *Research by lead Chinese youth market research firm ChinaYouthology explains in their seminal report, Tiny Worlds, Big Era (2013). See their website chinayouthology.com/insights to download full report. Hannah Lincoln 2017 22
Within theseTinyWorlds, they pursue 4 key aspirations: 1. Deeper Individuality ¨C Life¡¯s not about self-expression, but self- actualization. 2. Quality Life ¨C Life¡¯s not about owning objects that are expensive, but meaningful. 3. Independent but not Lonely ¨C Life¡¯s not about having many friends, but quality relationships. 4. Glimmer of Kindness ¨C One must believe that there are still good hearts in this cold, distant society. Chinese youth perspective Hannah Lincoln 2017 23
Consumerism is important to Chinese youth. It is the greatest arena for Chinese youth¡¯s pursuit of these four aspirations. It offers the richest opportunities and resources for constructingTinyWorlds. That¡®s why brands are key influencers and players in Chinese youth¡¯s lives. Because they provide youth with opportunities and resources in the form of products, experiences, and content. Hannah Lincoln 2017 24
Remember, 2 obstacles: Hannah Lincoln 2017 25 Obstacle 1: Lack of understanding / state-run media Obstacle 2: Love of consumerism / disinterest in consumerist self- restraint KEY INSIGHT + MARKETING OPPORTUNITY: Provide Chinese youth with opportunities and resources that allow them to continue to consume, but in a ¡°green¡± way. Rather than pushing them to ¡°green¡± their society, show them how they can ¡°green¡± their individualTinyWorlds through daily actions.
IMPLICATIONS Hannah Lincoln 2017 26
How to ¡°show them how they can ¡°green¡± their individualTiny Worlds through daily actions¡± Hannah Lincoln 2017 27
Youth are interested in environmentalism, but see it as an abstract concept.They do not know how to incorporate it into theirTinyWorlds. Implication: Brands need to educate on environmentalism, explicitly connecting everyday environmental actions to the construction of ¡°quality life¡± within theirTinyWorlds. Key Insights + Brand Opportunities 1 Hannah Lincoln 2017 28
How? ? Product packaging and labels to prompt next action. Research* shows that labels comparing current user to all previous users is behaviorally motivating, e.g. ¡°76% of iPhone users recycled their phones.Will you?¡± is more effective than ¡°Please recycle product.¡± ? Leverage location-based data for enhanced sense of community well-being. Brand/product app can say ¡°76% of people within 1 km have also recycled their iPhones in the past 12 months.¡± Taps into belief that environmentalism can be enacted in urban areas, and builds sense of community desperately sought in China¡¯s big cities. Key Insights + Brand Opportunities 1 *See Predictably Irrational by Dan Ariely Hannah Lincoln 2017 29
Youth doubt that their small acts can amount to much change in society.They fear risking their time and efforts on something with no measurable impact. Implication:Youth need to see their ¡°glimmer of kindness¡± played out. As consumers, this means they need to see that their purchase and use of product has tangible environmental benefits. Seeing is believing is caring. Key Insights + Brand Opportunities 2 Hannah Lincoln 2017 30
How? ? Digital behavior tracking, viewable on app or device, to give continuous feedback on user¡¯s environmental footprint. Pool data with friends and strangers to compare, compete, and play; e.g. ¡°Today you have saved 3 cubic m of carbon by taking the bus and eating vegetarian.This makes you today¡¯s top environmentalist among your friends/family/neighborhood/city.¡± Link data to WeChat for easy sharing. ? Ongoing educational marketing campaigns that play with these themes of behavioral data, community, and linking to big picture; e.g. ¡°This year, Apple users saved 300 tons carbon by switching to the new MacBook model.This equals 1,000,000 km driven in your car. What about you?¡± Place messages where drivers would see it, such as on highways, near stop lights, at car washes, radio, etc. Partner with mallsWanda and SOHO to distribute messages through parking receipts or digital texts upon scanning to pay parking fee. Key Insights + Brand Opportunities 2 Hannah Lincoln 2017 31
There is a trove of opportunity for brands to connect with Chinese consumers¡¯ need for environmentalism. With further research and ideation, brands can create exciting and innovative green marketing campaigns with optimal results. Hannah Lincoln 2017 32
Hannah Lincoln, 2017 helincoln@gmail.com hannahlincolnthinksthings.space/ Thank you! Hannah Lincoln 2017 33

More Related Content

Inspiring Daily Environmental Actions through Green Marketing in China

  • 1. INSPIRING DAILY ENVIRONMENTAL ACTIONSTHROUGH GREEN MARKETING IN CHINA with brand implications. Hannah Lincoln 2017
  • 2. CONTENTS Methodology Who is this research for? Results Implications Hannah Lincoln 2017 2
  • 3. METHODOLOGY Step 1: Desk Research A wide review of environmentalism in Chinese digital and social media sphere (WeChat, Douban,Weibo, online magazines, etc.). Step 2: Insider Interviews Four interviews with current and former environmental organization leaders and participants. Step 3: Survey 105 participants, ages 14-50, from cities throughoutChina. Step 4: DataAnalysis Light quantitative analysis and deep qualitative sociocultural analysis for insights and brand implications. Hannah Lincoln 2017 3
  • 4. WHO ISTHIS RESEARCH FOR? This research is primarily for for-profit brands. This is not an investigation into the best ways for China to become environmental. It is a study of Chinese people¡¯s perspectives on environmentalism and how it connects to their daily actions. These insights can help brands that are interested in ¡°green consumption¡± to effectively connect with target consumers through impactful green marketing campaigns. Hannah Lincoln 2017 4
  • 6. Must be protected 77% Should be protected, within reason 19% Cannot truly be protected 4% ITHINKTHE ENVIRONMENT¡­ Hannah Lincoln 2017 6
  • 7. Do Chinese people care about the environment? Yes. And, they are increasingly willing to take personal responsibility for it. Hannah Lincoln 2017 7
  • 8. Government 56% Civilians 39% Interest Groups 0% Other 5% WHO SHOULD PRIMARILY BE RESPONSIBLE FOR THE ENVIRONMENT? Hannah Lincoln 2017 8
  • 9. 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00% 100.00% 17 and under 18-22 23-27 28-32 33-37 38+ ANSWERS ACCORDINGTO AGE Government Civilians WHO SHOULD PRIMARILY BE RESPONSIBLE FORTHE ENVIRONMENT? Hannah Lincoln 2017 9
  • 10. The trend is clear: Younger people are more likely to think civilians are primarily responsible for the environment. Older people are more likely to think the government should be responsible. Hannah Lincoln 2017 10
  • 11. This finding aligns with traditional Chinese attitudes toward the ¡°public good¡± being the government¡¯s responsibility.* However, China¡¯s youth have a stronger belief in their ability to influence and change the world around them. *While not necessarily a traditional communist attitude, this attitude results from a lack of civil society, common in authoritarian states. One famous study in the 1990s interviewed Chinese villagers who were dumping raw sewage into the town river, their reason being, ¡°Clean-up is the government¡¯s responsibility.¡± (¡°ÄǸöÊÇÕþ¸®µÄÊ¡£¡±£© Hannah Lincoln 2017 11
  • 12. Can exist in urban areas 71% Can only exist outside of urban areas 1% Can only exist where there are very few people 28% ITHINKTHAT NATURE¡­ Hannah Lincoln 2017 12
  • 13. For this question, there was no significant difference in opinion by age group. The Chinese population is generally positive about the possibility of finding nature in their cities. 66.4% of people under 32 agreed that nature can exist in urban environments Hannah Lincoln 2017 13
  • 14. This sounds promising for China¡¯s potential green future. But, there are a few obstacles¡­ Hannah Lincoln 2017 14
  • 15. Obstacle 1: People do not know how to be environmental. Their understanding of environmentalism comes mostly from state-run media. Obstacle 2: Modern China loves consumption, and self- restraint in consumerism is not a popular idea. Hannah Lincoln 2017 15
  • 16. WHAT DOYOUTHINK ISTHE MOST EFFECTIVEWAYTO BE ENVIRONMENTAL? Answer % selected Analysis a Reuse + Recycle 31 b Do not use plastic bags 23 c Do not use disposable chopsticks 20 d Do not drive car or take taxi 8 e Order fewer take-out meals 6 All takeout in China includes disposable chopsticks, so (e) is more logical than (c). f Buy less online 3 All products ordered online come packaged in plastic and cardboard that is not easily re-used, so (f) is a more logical choice than (b). g Do not eat meat 2 One of the most effective ways to reduce carbon footprint, which almost no one in China knows about. h Do not buy new products 2 Arguably more effective than (a). i Other 5 Hannah Lincoln 2017 16
  • 17. WHAT DOYOUTHINK ISTHE MOST EFFECTIVEWAYTO BE ENVIRONMENTAL? Answer % selected a Reuse + Recycle 31 b Do not use plastic bags 23 c Do not use disposable chopsticks 20 d Do not drive car or take taxi 8 e Order fewer take-out meals 6 f Buy less online 3 g Do not eat meat 2 h Do not buy new products 2 i Other 5 Reflects conventional understanding of environmentalism, promoted by state-run media: ? Recycling: Recycling bins are everywhere even if they are not always used. ? Plastic Bags: Government levied tax on plastic bags in 2008 to decrease use. ? Disposable chopsticks: A problem widely covered in Chinese media. ? Cars/taxis: Frequently pointed to as the main cause of pollution, in order to take attention away from the factories. (Shift blame from government + businesses to individual people.) Hannah Lincoln 2017 17
  • 18. WHAT DOYOUTHINK ISTHE MOST EFFECTIVEWAYTO BE ENVIRONMENTAL? Answer % selected a Reuse + Recycle 31 b Do not use plastic bags 23 c Do not use disposable chopsticks 20 d Do not drive car or take taxi 8 e Order fewer take-out meals 6 f Buy less online 3 g Do not eat meat 2 h Do not buy new products 2 i Other 5 Solutions rarely talked about in popular Chinese discourse. Compared to (a)-(d), more self- restraint and personal sacrifice required. China relatively new to consumerism; still enjoying its growing wealth. Chinese consumers unlikely to willfully embrace self-restraint in this area. Hannah Lincoln 2017 18
  • 19. ¡°I work at an environmental NGO, and we order takeout everyday. It¡¯s pretty much the worst daily action you can take for the environment.¡± ¡°I studied environmental science so I basically know what I should do ¡­ but it¡¯s hard to be the only one doing it.¡± ¡°Young people want to be environmental but China lacks the infrastructure. It often feels hopeless.¡± ¡°Basically only old people recycle, and that¡¯s for money. No one young really does it.¡± Commentary from insider interviews Hannah Lincoln 2017 19
  • 20. At face value, Chinese people support environmentalism. Intellectually, they lack the know-how to connect their daily actions to the bigger picture. Emotionally, they feel their own efforts may not be enough. KEY INSIGHT Hannah Lincoln 2017 20
  • 21. For an environmentalist, this sounds frustrating. But with a closer look at the upcoming youth generation, it¡¯s clear there are great opportunities to change mindsets and behaviors, by tapping into their relevant aspirations and tensions ¡­ Hannah Lincoln 2017 21
  • 22. Chinese youth perspective TINY WORLD: A carefully constructed reality focused on building and protecting one¡¯s individuality in the here and now. Chinese youth today perceive society as full of risks. As a way to protect their individualities and cultivate quality lives, they build ¡°TINY WORLDS.¡± *Research by lead Chinese youth market research firm ChinaYouthology explains in their seminal report, Tiny Worlds, Big Era (2013). See their website chinayouthology.com/insights to download full report. Hannah Lincoln 2017 22
  • 23. Within theseTinyWorlds, they pursue 4 key aspirations: 1. Deeper Individuality ¨C Life¡¯s not about self-expression, but self- actualization. 2. Quality Life ¨C Life¡¯s not about owning objects that are expensive, but meaningful. 3. Independent but not Lonely ¨C Life¡¯s not about having many friends, but quality relationships. 4. Glimmer of Kindness ¨C One must believe that there are still good hearts in this cold, distant society. Chinese youth perspective Hannah Lincoln 2017 23
  • 24. Consumerism is important to Chinese youth. It is the greatest arena for Chinese youth¡¯s pursuit of these four aspirations. It offers the richest opportunities and resources for constructingTinyWorlds. That¡®s why brands are key influencers and players in Chinese youth¡¯s lives. Because they provide youth with opportunities and resources in the form of products, experiences, and content. Hannah Lincoln 2017 24
  • 25. Remember, 2 obstacles: Hannah Lincoln 2017 25 Obstacle 1: Lack of understanding / state-run media Obstacle 2: Love of consumerism / disinterest in consumerist self- restraint KEY INSIGHT + MARKETING OPPORTUNITY: Provide Chinese youth with opportunities and resources that allow them to continue to consume, but in a ¡°green¡± way. Rather than pushing them to ¡°green¡± their society, show them how they can ¡°green¡± their individualTinyWorlds through daily actions.
  • 27. How to ¡°show them how they can ¡°green¡± their individualTiny Worlds through daily actions¡± Hannah Lincoln 2017 27
  • 28. Youth are interested in environmentalism, but see it as an abstract concept.They do not know how to incorporate it into theirTinyWorlds. Implication: Brands need to educate on environmentalism, explicitly connecting everyday environmental actions to the construction of ¡°quality life¡± within theirTinyWorlds. Key Insights + Brand Opportunities 1 Hannah Lincoln 2017 28
  • 29. How? ? Product packaging and labels to prompt next action. Research* shows that labels comparing current user to all previous users is behaviorally motivating, e.g. ¡°76% of iPhone users recycled their phones.Will you?¡± is more effective than ¡°Please recycle product.¡± ? Leverage location-based data for enhanced sense of community well-being. Brand/product app can say ¡°76% of people within 1 km have also recycled their iPhones in the past 12 months.¡± Taps into belief that environmentalism can be enacted in urban areas, and builds sense of community desperately sought in China¡¯s big cities. Key Insights + Brand Opportunities 1 *See Predictably Irrational by Dan Ariely Hannah Lincoln 2017 29
  • 30. Youth doubt that their small acts can amount to much change in society.They fear risking their time and efforts on something with no measurable impact. Implication:Youth need to see their ¡°glimmer of kindness¡± played out. As consumers, this means they need to see that their purchase and use of product has tangible environmental benefits. Seeing is believing is caring. Key Insights + Brand Opportunities 2 Hannah Lincoln 2017 30
  • 31. How? ? Digital behavior tracking, viewable on app or device, to give continuous feedback on user¡¯s environmental footprint. Pool data with friends and strangers to compare, compete, and play; e.g. ¡°Today you have saved 3 cubic m of carbon by taking the bus and eating vegetarian.This makes you today¡¯s top environmentalist among your friends/family/neighborhood/city.¡± Link data to WeChat for easy sharing. ? Ongoing educational marketing campaigns that play with these themes of behavioral data, community, and linking to big picture; e.g. ¡°This year, Apple users saved 300 tons carbon by switching to the new MacBook model.This equals 1,000,000 km driven in your car. What about you?¡± Place messages where drivers would see it, such as on highways, near stop lights, at car washes, radio, etc. Partner with mallsWanda and SOHO to distribute messages through parking receipts or digital texts upon scanning to pay parking fee. Key Insights + Brand Opportunities 2 Hannah Lincoln 2017 31
  • 32. There is a trove of opportunity for brands to connect with Chinese consumers¡¯ need for environmentalism. With further research and ideation, brands can create exciting and innovative green marketing campaigns with optimal results. Hannah Lincoln 2017 32