Simon-Kucher, a renowned consultancy company, has unveiled its latest book, The Demand Revolution: How Consumers Are Redefining Sustainability and Transforming the Future of Business. Co-authored by Simon-Kucher experts Dr. Andreas von der Gathen, Nicolai Broby Eckert, and Caroline Kastbjerg, this book explores the diverse ways in which consumers approach sustainability. It introduces eight distinct consumer archetypes, providing businesses with a valuable framework for developing strategies that resonate with these varying sustainability values.
The eight archetypes: a diverse approach to sustainability
In The Demand Revolution, the authors present a range of consumer profiles based on their attitudes and behaviors toward sustainability. According to Nicolai Broby Eckert, Senior Partner at Simon-Kucher, “There is no single ‘sustainable consumer.’”
The book identifies eight consumer archetypes, each reflecting different levels of commitment to sustainability.
- Champions (8% of consumers): Fully committed to sustainability, willing to pay a premium for green products.
- Image Driven (10% of consumers): Prioritize sustainability in categories that enhance personal image, such as beauty or fashion.
- Planet Savers (13% of consumers): Adjust their habits for sustainability but are reluctant to pay more for sustainable options.
- Thoughtfuls (9% of consumers): Informed consumers who are willing to pay extra for sustainable products, though not as much as Champions.
- Cost Conscious (18% of consumers): Care about sustainability but prioritize affordability, often choosing the lowest-cost options.
- Selectives (8% of consumers): Support sustainability in specific areas that offer personal benefits like health or savings.
- Skeptics (19% of consumers): Believe in climate change but are skeptical of sustainability claims and doubtful of their own impact.
- Non-Believers (15% of consumers): Do not consider sustainability in purchasing decisions at all.
In the global secondary market, we are well aware of these archetypes. Most marketing campaigns highlight sustainability of used devices and its environmental impact and focus on champions, image driven, thoughtfuls and planet savers. However, we all know that most customers buy used because of affordability, the cost-conscious consumer. And it will be almost impossible to persuade skeptics to start buying used. Could be an interesting read over the holiday period.
Consumer diversity: key to business strategy
The book’s authors emphasize that businesses must adapt their strategies to meet the needs of these diverse consumer profiles. “85% of consumers are open to sustainable options, but they want them to be accessible, affordable, and authentic,” says Dr. Andreas von der Gathen, Senior Partner and co-CEO at Simon-Kucher. This highlights the importance of moving beyond one-size-fits-all approaches and tailoring offerings to address the specific values of each consumer archetype.
Actionable insights for businesses
The Demand Revolution provides business leaders with actionable insights into navigating the growing demand for sustainability. The book challenges companies to understand the nuances of consumer behavior, highlighting the need for companies to recognize the varying levels of interest and commitment to sustainability within the market. By tailoring products and messaging, businesses can foster stronger connections with their customers and build more meaningful relationships.
Market
Trade-in
Repair
