Areas Covered in The 2012 SHIFT Report Quantitative
The SHIFT Report is a continually updated market research tool with qualitative and quantitative research, cultural reporting and trend analysis.
The SHIFT Report Quantitative is a General Population Study of 5,000 Americans and Canadians.
We offer custom research and analytics on any of the following areas, brands, lifestyle activities, consumption categories, media brands covered in The SHIFT Report.
Buyers of The Sustainability Passion Index consumer segmentation model can create customs segmentations leveraging the SPI model and frameworks.
The SHIFT Report can zero in on wide and diverse consumer groups, capturing by demographics, psychographics, values, shopping behavior, media behaviour, lifestyle activities, motivation, marketing channel interaction and more.
Examples:
We want to look at women aged 35-55, earning $60K-$100K, who believe they can make a difference.
We want to look at Grandparents who are making sustainable and socially responsible choices relative to their gardening and yard work, understand what they care about and where they are spending money, time and energy.
We want to look at the correlation between what people say they care about and their actual shopping behavior at a major electronics retailer.
We want to look at 18-24 year old gamers and understand what they care about, what issues most resonate with them, and where they are seeking out information about brands they engage with.
We want to look at Hispanic Millenials, what they care about and how these values are or are not, coming to life in daily action and shopping behavior.
Demographics
- Age
- Gender
- Parent
- Political affiliation
- Home ownership
- Geographic Region
- Income
- Ethnicity
Areas of care, sustainability and CSR Issues
- Over 28 important issues and areas consumers care about today including environmental, social, personal and spiritual sustainability issues
- Brand optimism
- Brand cynicism
- Desire to know about the socially responsible behavior of brands whose products and services I buy
- Integrity Brand® Reputation Index – brand perception of over 150 Fortune 1000 companies
- Shopping Profile against over 150 Fortune 1000 companies
- Media brand behavior – Print, Broadcast and Digital media
Empathy, Happiness and Life Satisfaction Quotient
Attitude versus Action:
- The 5 action areas values manifest in consumers’ daily behavior
- 4 Barriers to conscious consumption
Motivation
- The 4 drivers behind consumers’ choices to make lifestyle choices and purchase decisions that reflect their values
Integrity Brand® Signposts
- Over 20 brand characteristics people look for when determining if a brand is socially responsible or not
- Product design, packaging, labeling language, partnership, retailer reputation, affiliations communications signposts and more
Rules of Marketing CSR and ‘For Good’ Communications
- What consumers want to see if they are going to buy into a your Integrity Brand® (i.e. socially responsible/positive impact) positioning and communications
- 3 key rules consumers want to see in your marketing communications if they are going to trust your claims
- 5 key areas consumers want to see action if they are going to buy into your claims
Marketing Communications Channels
- 20 marketing communications channels consumers look to in order to learn about a brand’s socially responsible and ‘for good’ efforts
- Online and offline from tv and print to retailer reputation, employee messaging, friend and family, point of sale, social media and more.
SEO
- Search terms consumers use when searching for information online about a product or service’s social responsibility and ‘for good’ commitments or credibility
Lifestyle and Activity Behavior
- From money habits to leisure activities, to prayer and meditation, cooking behavior, digital behaviors, eBay activity and more
- Various levels of behavior
- Looking at specific categories where consumers say they have already made sustainable and socially responsible lifestyle choices and purchase decisions
- Looking at those categories consumers say they plan to make sustainable and socially responsible lifestyle choices and purchase decisions
Areas of Care, Sustainability and CSR Issues
A balanced life
A higher purpose in life is meaningful to me
A sense of well-being
Being engaged in and supporting my local community
Being paid a living wage
Buying local and supporting locally based business
Climate change
Contributing to my community
Culture of consumption
Diseases in developing countries (Tuberculosis, HIV/AIDS, Malaria, Diarrhea diseases)
Fair trade
Community, friends and family connection
Global warming
Health and environmental toxins in products today
Nurtured personal relationships versus material possessions
Organic products
Pollution
Search for spiritual contentment and support versus material contentment and support
The products and services I buy are made in an environmentally conscious fashion
Water
Brand List
Apparel and footwear
Adidas
Eileen Fisher
H&M
Lululemon
Mountain Equipment CO-OP
Nike
Puma
The North Face
Timberland
Gap
Banana Republic
Old Navy
Retail and e-tail
Amazon
Banana Republic
Best Buy
Ebay
Eileen Fisher
Future Shop
Gap
H&M
Ikea
JC Penney
Lowe’s
Lululemon
Old Navy
Radio Shack
REI
Rona
Sephora
Target
The Body Shop
Wal-mart
Electronics
Apple
Best Buy
Future Shop
Microsoft
Motorola
Radio Shack
Samsung
Sony
Technology
(Hardware, Software, Search, Coupon, Social Media)
Adobe
Apple
Bing
Dell
Google Plus
Groupon
HP
IBM
Microsoft
Stumble Upon
Yahoo
Quick Service Retail
Chipotle
McDonalds
Starbucks
Taco Bell
Grocery
A&P
Loblaws
Presidents Choice
Safeway
Trader Joe’s
Wal-mart
Whole Foods
Insurance
All State
Geico
State Farm
Finance and Banking
American Express
Bank of America
Bank of Montreal
Chase
Citibank
HSBC
Mastercard
Royal Bank of Canada
Scotia Bank
TD Bank
Visa
Hospitality and Airline
Air Canada
Best Western
British Airways
Cathay Pacific
Continental
Delta
Fairmont Hotel
Hilton Hotel
Holiday Inn
Hyatt Hotel
Intercontinental Hotel
Jet Blue
Marriott Hotel
Southwest
Starwood
United Airlines
Virgin
West Jet
Consumer packaged goods
Aveda
Avon
Band-Aid
Britta
Burts Bees
Campbells
Clorox
Coca Cola
Coke Zero
Colgate
Crest
Diet Coke
General Mills
Green Works
Heinz
Johnson & Johnson
L’Oreal
Lay’s
Naked Juice
Nature’s Path
Nestle
Odwalla
Olay
Pepsi
Proctor and Gamble
Pur
Quaker Oats
Seventh Generation
Splenda
Sprite
Tide
Tostitos
Tropicana
Tylenol
Unilever
Telecommunications
AT&T
Apple
Microsoft
Motorola
Nokia
Rogers
Sprint
T-Mobile
Telus
Verizon
Virgin Mobile
Beauty and skin care
Aveda
Avon
Burts Bees
Johnson & Johnson
L’Oreal
Olay
Proctor and Gamble
Sephora
The Body Shop
Unilever
Beer and wine
Blue Moon Beer
Carling
Coors Light
Miller High Life
Miller Lite
Molson Canadian
Robert Mondavi
Gaming
EA (Electronic Arts)
Microsoft
Sony
Automotive
BMW
Chrysler
Ford
General Motors (GM)
Lexus
Mercedes Benz
Mini
Nissan
Toyota
Volkswagen
Energy
Fortis
GE
PG&E
Health and Wellness
Band-Aid
GE
Johnson & Johnson
Proctor and Gamble
Tylenol
Media and Entertainment
Dreamworks
Disney
Sesame Street
epicurious.com
NYTimes.com
Oprah.com
Active.com
Amazon
Cbc.ca
CNN.com
DailyCandy.com
eons.com
Fandango.com
Flickr
Guardian.co.uk
HGTV.com
Huffington Post
Hulu
iVillage.com
MSN
MSNBC.com
NPR.org
Treehugger.com
Twitter.com
usatoday.com
Washingtonpost.com
Wikipedia
Youtube
BROADCAST
A&E
ABC
AMC
BBC
Bravo
CBC
CBS
CNBC
CTV
Discovery
Discovery Health
ESPN
Fine Living
Food Network
FOX
Global
HBO
HGTV
Lifetime
MSNBC
MTV
National Geographic
NBC
Oxygen
PBS
Telemundo
The Oprah Winfrey Network
The Sci-Fi Channel
The Weather Channel
USA
“O” Oprah Magazine
AARP The Magazine
Better Homes and Gardens
Bon Appetit
Canadian Gardening Magazine
Canadian House and Home
Canadian Living
Car & Driver
Cosmopolitan
Ebony
Elle
Fine Gardening Magazine
Lucky
Marie Claire
Martha Stewart Living
Men’s Health
National Geographic Adventure
Parenting
Popular Mechanics
Readers Digest
Real Simple
Rolling Stone
Self
Shape
Sports Illustrated
Time
USA Today
Vanity Fair
Vogue
Wired
Women’s Health
Charitable Organizations
Business Alliance for Local Living Economies
CARE
Charity Water
Conservation International
Environmental Defense Fund
Greenpeace
Habitat For Humanity
LiveStrong
Nature Conservancy
ONE
PETA
Rainforest Action Network
Rainforest Alliance
Sierra Club
SPCA
Special Olympics
The Bill and Melinda Gates Foundation
The United Nations Foundation
The United Way
UNICEF
William Jefferson Clinton Foundation
World Wildlife Fund
Other
Fedex
Consumption Categories
Choice related to my skin and beauty care
Choices related to my car itself
Choices related to my profession
Choices related to the paper products I use
Clothing
Daily transportation choices (excluding specific car purchases and items like fuel)
Financial investments
Food choices
Gardening or yard work
Gift giving
Home cleaning
Home decorating
Home energy choices
Personal banking choices
Pet products
Purchase/lifestyle decisions for my children
Shoes and footwear
Vacation choices
Lifestyle and Activity Areas
Attending concerts
Attending sporting events
Blogging
Commenting to blogs
Consuming soy based food or beverage products
Cooking at home
Donate to a charitable organization
Downloading movies or television shows off the Internet
Downloading music off the Internet
Gardening
Hiking
Making a meal from scratch
Meditation or prayer
Participate in a loyalty/rewards or “points” program
Playing golf
Playing video games
Reading blogs
Running
Seeing a movie at the movie theater
Sell on Ebay
Shop on Ebay
Shopping at the farmer’s market
Shopping at the mall
Shopping online
Supporting local businesses
Take an online education or ‘e-learning’ course
Taking a class
Travel for business
Travel for personal vacation
Use cash for purchases
Use my credit card for purchases
Use my debit card for purchases
Visit a theme park
Volunteering
Watching videos on the Internet (e.g., YouTube, Vimeo, Hulu)
Yoga
