The SHIFT Report is a continually updated market research tool with qualitative and quantitative research, cultural reporting and trend analysis. On a qualitative and cultural research level, we are always in the field, and also do specific studies. On a quantitative level, below are the areas we cover in our annual North American study of 5,000 General Population adults (18+). We offer custom reports on any of the following areas, brands, lifestyle activities, consumption categories, media brands outlined below. Subscribers to The Sustainability Passion Index consumer segmentation model can create customs segmentations leveraging the SPI model and frameworks.
Sustainability Profile
- People’s relationship with the myriad issues that define sustainability, that fall into the Four Pillars of Sustainability™: personal, social, environmental and spiritual sustainability.
- Where the rubber hits the road: How people’s concern for these issues manifests in daily actions from merely sharing information with peers to voting with their wallet.
- Barriers to behavior: Understanding the attitude –action gap revealing peoples’ relationship with the Four Barriers to Conscious Consumption™: Time, Knowledge, Price and Pressure.
- Categories of sustainable consumption: those areas people have made socially responsible and sustainable purchase and lifestyle choices, and those they are planning to. (SEE CATEGORIES BELOW)
- Motivation: What motivates people to care about these issues, and ultimately make socially responsible lifestyle choices and purchase decisions?
- Specific areas people want to see tangible action if they are to believe a brands sustainability/CSR claims.
- Marketing: Vehicles consumers consider and seek out when looking for information about a brand’s sustainability ‘credibility and socially responsible initiatives. i.e. are they looking to print, TV, radio, blogs, social networking sites, friends and family, information via cell/mobile, point of sale etc.
- Digital Marketing and SEO: What search terms consumers are using when looking for more information about a product or service’s sustainability and social responsibility commitments or “credibility.
- Brand Characteristics: What consumers look for when identifying a brand as socially responsible from product design to packaging, affiliation with a charitable brand, CSR reputation of retailer and more. SHIFT also looks at consumers evaluation of specific micro characteristics of product design, packaging and labeling:
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- Packaging characteristics:
- Can be re-used
- Made out of compostable materials
- Plastic-free packaging
- There is no packaging
- Made out of recycled materials
- Packaging characteristics:
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- Labeling language indicates:
- Produced locally
- Product had met international fair trade standards
- Sweat shop free
- Certified organic
- Company donates a percentage of its profits to charity
- Labeling language indicates:
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- Product design characteristics:
- Product is made to last
- Product contains toxin free materials
- Product is made out of compostable materials
- Product is plastic free
- Product design characteristics:
- How various Fortune 500 Brands are perceived by consumers as socially responsible or socially irresponsible. (SEE LIST BELOW)
- SPI: Sustainability Passion Index consumer segmentation includes each SPI segments relationship with all the areas outlined:
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- All of the sustainability relationship details outlined above
- Specific media brands (print, TV and digital properties)
- Technology + Social Media: blogging, social networking and sharing (Facebook, YouTube, MySpace, Twitter, Flickr etc), Internet TV, music and video downloading, gaming, print vehicles, TV vehicles etc
- Demographics: (age, HHI, region, gender, ethnicity, income, political affiliation, parents, grandparents)
- Brand consumption profiles
- Brand perception profiles (as socially responsible or socially irresponsible)
Demographic Groups
Gender Geographic region (State/Province or Canada/US) Age Income Home ownership Ethnicity Income Children under 18 at home Grandparent
Brand List
* We look at the consumers of these particular brands and also look at how these brands are perceived from a social responsibility standpoint.
A&P
Adidas
Air Canada
Amazon
American Express
Apple
AT&T
Aveda
Avon
Banana
Republic Bank of America [US ONLY]
Bank of Montreal [CANADA ONLY]
Best Buy
BMW
British Airways
Campbells
Cathay Pacific
Chipotle
Clorox
Coca Cola
Colgate
Dell
Delta
Disney
Ebay
Eileen Fisher
Future Shop [CANADA ONLY]
Gap
GE (General Electric)
Green Works
H&M
Heinz
HP
HSBC
IBM
Ikea
Jet Blue
Johnson & Johnson
Lay’s
Lexus
Lululemon
Mastercard
McDonalds
Mercedes Benz
Microsoft
Mini
Motorola
Mountain Equipment CO-OP (MEC) [CANADA ONLY]
Nature’s Path
Nike
Nissan
Nokia
Old Navy
Pepsi
PG&E (Pacific Gas & Electric) [US ONLY]
Radio Shack
REI
Rogers [CANADA ONLY]
Rona [CANADA ONLY]
Royal Bank of Canada [CANADA ONLY]
Safeway
Samsung
Scotia Bank [CANADA ONLY]
Sephora
Sesame Street
Sony Southwest
Sprint
Starbucks
Taco Bell
Target
TD Bank [CANADA ONLY]
Telus [CANADA ONLY]
Terasen Gas [CANADA ONLY]
The Body Shop
The North Face
Tide
Timberland
T-Mobile [US ONLY]
Tostitos Toyota
Trader Joe’s [US ONLY]
Tropicana
United Airlines
Verizon [US ONLY]
Virgin
Virgin America
Virgin Mobile
Visa
Volkswagen
Wal-mart
West Jet
Whole Foods
Consumption Categories: Macro
Home cleaning Home decorating Vacation choices Personal banking choices Financial investments Food choices Home energy choices Clothing Shoes and footwear Purchase/lifestyle decisions for my children Pet products Gardening or yard work Gift giving Daily transportation choices (excluding specific car purchases and items like fuel) Choices related to my profession Choices related to my car itself
Consumption Categories: Micro
Home cleaning
- Laundry detergent
- Dishwasher soap
- Dishwashing (by hand) soap
- All purpose cleaner
Home decorating
- Linens/bedding
- Lighting
- Flooring
- Paint
Vacation choices
- Airline
- Rental car
- Destination
Personal banking choices
- Day-to-day banking
- Credit card choices
- Mortgage
Food choices
- Fresh produce: fruits and vegetables
- Milk & dairy
- Meat
- Seafood
- Snack foods
- Breads and cereals
Home energy choices
- Lighting choices
- Home heating
- Oven
- Water heater
- Dishwasher
- Washing machine
- Dryer
- Furnace or boiler
- BBQ
- Computer
- TV
- Other electronics (not including TV and computer)
Clothing
- Pre-owned clothing
- Organic clothing
- Ethically produced clothing
Shoes and footwear
- Pre-owned
- Organic
- Ethically produced
Purchase/lifestyle decisions for my children
- Clothing for my children
- Toys for my children
- Hair or skin care for my children
- Food for my children
Pet products
- Food
- Cleaning and grooming
Gardening or yard work
- Fertilizers
- Pest control
- Weed control
Daily transportation choices (excluding specific car purchases and items like fuel)
- Carpooling
- Biking
- Public transportation
Choices related to my car itself
- Vehicle purchase: choosing the most fuel-efficient vehicle I can
- Fuel: choosing a gas/fuel brand that is more socially responsible
Media Brands
Digital
- YouTube
- Flickr
- HGTV.com
- iTunes
- Yahoo!
- MSN
- NPR.org
- CNN.com
- Cbc.ca
- Treehugger.com
- Active.com
- Oprah.com
- Wikipedia
- epicurious.com
- Amazon.com
- Huffington Post
- Washingtonpost.com
- NYTimes.com (New York Times online)
- Guardian.co.uk
- usatoday.com
- eons.com
- planetgreen.com
Broadcast
- HGTV
- Lifetime
- Global
- CBC
- CTV
- Fine Living
- Food Network
- Discovery
- Discovery Health
- MTV
- BBC
- National Geographic
- HBO
- ABC
- CBS
- NBC
- FOX
- ESPN
- USA
- Bravo
- AMC
- Shape
- Self
- Men’s Health
- Women’s Health
- Wired
- Lucky
- National Geographic Adventure
- USA Today
- Vogue
- Elle
- Marie Claire
- Cosmopolitan
- Vanity Fair
- Rolling Stone
- Canadian House and Home
- Martha Stewart Living
- Canadian Gardening Magazine
- Fine Gardening Magazine
- AARP The Magazine
- Readers Digest
- Better Homes and Gardens
- Cookie
- Canadian Living
- “O” Oprah Magazine
- Parenting
- Real Simple
- Bon Appetit
- Gourmet
- Ebony
- Car & Driver
- Time
- Sports Illustrated
- Popular Mechanics
Lifestyle Activities and Behaviors
- Hiking
- Running
- Gardening
- Volunteering
- Cooking at home
- Making a meal from scratch
- Seeing a movie at the movie theater
- Attending concerts
- Blogging
- Reading blogs
- Commenting to blogs
- Attending sporting events
- Taking a class
- Downloading music off the Internet
- Downloading movies or television shows off the Internet
- Playing video games
- Supporting local businesses
- Watching videos on the Internet (e.g., YouTube, Vimeo, Hulu)
- Consuming soy based food or beverage products
- Shopping online
- Use my debit card for purchases
- Use my credit card for purchases
- Use cash for purchases
- Playing golf
- . Meditation or prayer
- Yoga
- Use Twitter
- Shopping at the mall
- Shopping at the farmer’s market
- Shop on Ebay
- Sell on Ebay
- Travel for business
- Travel for personal vacation
- Use Facebook
