Target Group Study Sustainability

INTERVIEW WITH ANNINA BLEEK, SVP SOLUTIONS STUDIE AT STRÖER 

Reaching people: In a study, Ströer took a close look at different sustainability types, how sustainable target groups think, what motivators they bring with them to act sustainably, and how they view advertising.

Not all sustainability is the same. Would you agree with that statement?
Annina: Sustainability is an essential topic and extremely emotionally charged. But not everyone has the same motivation to act sustainably. Over the last few months, we have been intensively examining the thesis - not all sustainability is the same - and by means of a comprehensive data analysis from qualitative online group discussions and a quantitative online survey, we were able to identify seven different sustainability types, all of whom have different attitudes towards sustainability and the topic of sustainability and advertising. Not everyone who acts sustainably thinks alike and almost everyone interprets sustainability or sustainable action differently.

What are the motives for sustainability?
Annina: You want to preserve the state of the world, but at the same time you want to transform it. You want to rebel against the system, but also keep rules that give orientation. And one wants to save the world and, if necessary, restrict oneself to do so. Against this background, our current study has identified seven different sustainability types as target groups for brands: Missionaries, Aestheticians, Recyclers, Minimalists, Builders, Epicureans and Sustainability Buyers.

How do the different types relate to advertising?
Annina: Basically, all the defined sustainability types within the German population add up to a potential target group of around 33 million people. However, all types have different attitudes toward advertising. Our study shows the most important factors for successful, sustainable advertising and how the sustainability types are most likely to be reached with advertising. We have operationalized all types and made them available for individual media & brand evaluations in 'best for planning (b4p)' for our clients. For brand managers, 'best for planning' is a valuable source of data that often makes strategic planning possible in the first place.

How should you deal with the topic of sustainability in advertising?
Annina: Advertising on the topic of sustainability should be transparent, comprehensible, authentic, and modest. It must be clear that the brand really stands behind it and actively acts sustainably in other areas.
In addition, the research shows us that people with an interest in sustainability want to be involved and, above all, understand how they can contribute to the topic themselves.

Which touchpoints are suitable for efficiently addressing the different types of sustainability?
Annina: For five out of seven sustainability types, outdoor advertising is one of the top touchpoints for advertising that is linked to sustainability. For missionaries, it is even the top touchpoint for advertising related to sustainability. That is, they would most likely want OOH advertising on the topic.
For builders, sustainability buyers, recyclers and epicureans, OOH advertising also falls among the top touchpoints for advertising linked to sustainability.
Digital channels are also highly relevant for all sustainability types. Sustainability buyers make use of special websites on the topic of sustainability, while builders prefer digital newspapers/magazines.