Jason McCormick

Ci: Soundbite: Think Global Reset, not recession

Jason McCormick — Wed, 07 Oct 2009 23:37:21 +0000

SHIFT 2010 is the most cohesive set of intelligence on attitudes/ perceptions/ behaviors around sustainability and social responsibility – and the impact this has on lifestyle choices, brand relationships and purchase decisions.

We are thrilled to say that the next installment of SHIFT – another 5,000 North American study and Sustainability Passion Index consumer segmentation – is currently in the field and we will have data in the next 2 weeks or so.

SHIFT makes up the backbone of all the work we do, and in addition to all the cultural analysis and marketplace intelligence gathering we complete throughout the year, it’s crucial to get a very robust pulse on what everyday people make of this thing called ‘sustainability’, and its relationship with brands, lifestyle choices and purchase decisions.

What’s more, this year’s study will dig even deeper into the following areas:

Political affiliations: What relationship do Republicans have with sustainability? How does this compare with Democrats? Or in Canada, on the eve of the Liberals no-confidence vote in Canada, are Conservative voters any different than NDP or Liberal supporters?
Sustainable consumption categories: In 2008 we looked at which macro categories people said they had made or planned to make sustainable lifestyle choices and purchase decisions: My Home Energy, My Clothing, My Children, My Financial Investments and much more (click here for list). This year we’re going micro, looking at the myriad decisions for each category. For people are making sustainable decisions related to their children, we’re looking deeper looking at food, clothing or toys. For Home Energy, is it appliances? Lightbulbs? etc. For food, is it meats? Produce? Dairy? etc… We’ll find out.
Personal banking: Who is making socially responsible and sustainable choices related to personal banking? And within that, is it credit cards, mortgages or day-to-day banking?
Google search terms: What search terms are people using when searching for information on a brand’s sustainability ‘credibility’?
Product labeling: What specific labeling characteristics are people looking for? Do they want to see Certified Organic? Or do they want to see Produced Locally?
Product packaging: What actual packaging materials are people looking for? Local? Organic? Toxin-free?
Social media (Blogs, Facebook, Twitter). For people who rank Fair Trade as a top sustainability issue, what’s their relationship with Facebook or Twitter? Alternatively, people who are using Facebook, or Twitter frequently, what’s their relationship with sustainability?

Access to this intelligence starts at $1,000.

Look for exclusive early findings from SHIFT 2010 on Matter Network. Matter will be sharing exclusive findings from the energy and digital technology sections of SHIFT as the data rolls in via their website, Twitter and Facebook page.

www.matternetwork.com

Twitter @matternetwork
Facebook page

SHIFT has been put to work for a number of great companies including Worldchanging, Adidas, The Ethical Funds Company, The North Face, Keen Footwear, Starbucks, Lowe Worldwide, Droga5, Butler Shine & Stern, Publicis, and GSD&M’s Idea City to name a few… if you’re interested in learning more, email kierstin [at] ci-shift [dot] com, or call + 1 604 877 1277.

Many people trying to market sustainability efforts barely know what the word means, and have no new ideas for how to explore and explain it -- that's what makes Ci and their SHIFT Report so refreshing.

They combine deep, grounded knowledge of the sustainability landscape with fresh thinking and hot insights about how to actually get through to people about what your business is doing for the planet and humanity. SHIFT is about changing your thinking, not just the buzzwords in your pamphlets.”

- Alex Steffan CEO and Executive Editor, Worldchanging Author, Worldchanging: A User's Guide for the 21st Century

'Global ‘Resetion’

Is there anyone in North America that has not been impacted by the current financial crisis? Many have lost jobs, their homes and a significant percentage of their savings and investments.

However, at the same time – despite the hardship, fear and worry about the future – this ‘recession’ has resulted in a surprising upside for many people who have reported that their lives have been improved by the simple fact that things have changed.

We’re seeing a return to old values such as hard work, loyalty and authenticity, and a redefinition of what it means to be successful in the 21st Century. This recession is altering our perception of what we truly need - it’s no longer possible, sensible or socially acceptable to consume like we have been. In its place is a new found prudence – bordering on frugality – and prestige awarded to people who grow their own food, make meals from scratch and save for things that they want to buy (your grandparents would be proud!)

We’re calling it a resetion, and here’s just some of the ways we see it coming to life:

More family time

The New York Times ran a story recently. It documented how a family – in a bid to save dollars – was cutting back on eating out at restaurants. This one simple money saving effort – together with thousands of other American families – is having a serious impact on the GDP, but how do we measure the impact it has on the well-being of the ‘family’? Less time staring at menus and bellowing orders at a waiter in a noisy crowded diner means more family time around the kitchen table.

The growth of Urban Gardening

Gardening is on the rise… and not just growing primroses and daffodils. The need for low-cost, fresh food, the popularity of all things “green”, concerns over food safety and the increase in vacant city space due to the recession have been cited as contributing factors for the growth of urban gardening.

Urban gardens are not just a new fad. People have been planting gardens in the city since the world wars, and the recent “return to the land” rivals the Victory Gardens of the 1940’s.

With a sharp increase in seed sales across North America and the UK, we are keen to see how ‘Gardening’ and ‘Making a meal from scratch’ trend in SHIFT 2010.

To offer a little more substance on the matter, here are some interesting stats from last year’s study. What sustainability issues do gardeners care about? Of those who garden ‘weekly’, here’s how they rate the following sustainability issues as important: Community Connection 93%, Buying Local+Supporting Local Business 70%, Organic Product 35%, Pollution 73%, Global Warming 59%, Fair Trade 75%.

Which segment from the Sustainability Passion Index is most engaged with gardening? 34% of the Vocal Globalists garden once a week or more, while 27% of the Hyper Locals garden once a week or more.

The rise of hyper-local

Ever since we completed a study on people’s relationship with the locally based business versus the multinational in 2006, we have been predicting the rise and rise of local. Why? Well, in Ci parlance it ‘helps consumers fulfill their desire to be conscious consumers’ by a) connecting with their community – social sustainability, b) sustaining their local economy - personal sustainability, and since local products travel fewer miles c) making less of an impact on the planet (environmental sustainability).

Buying local offers consumers a unique experience. Yes it feels warm and fuzzy to support your local farmer/ baker/ candlestick maker, but supporting your local producer/ business also offers consumers the additional benefits of a) keeping more of your dollars where you live, and b) influencing the quality of the product (Asking your local baker to add more choc chips to his muffin recipe is far more likely to be successful, than - say – writing a really nice letter to the folks at Nestle!). For this reason we often think of ‘buying local’ as ‘self-serving generosity’!

In fact, in last years SHIFT ‘buying local’ AND ‘’being engaged in my local community’ ranked higher than – believe it or not – ‘global warming’ for North Americans.

Judging by the amount of ‘local-washing’ going on - as multinational giants such as Walmart, HSBC, Unilever and Citgo look to capitalize on growing public enthusiasm - we are keen to see how it trends in SHIFT 2010. That’s not to say that global brands cannot engage on a local level for a positive return on their marketing dollars, but authenticity is key.

In SHIFT 2008, 4% of the population said they feel HSBC is a socially responsible brand and 18% said they felt Walmart is a socially responsible brand. We’ll see how this trends in the 2010 study, along with some more brands we’ve inserted. Is your brand in the study? Download the 2008 overview here or email kierstin[at]ci-shift[dot]com

Home-made/ re-made

As with so many sustainability efforts, re-purposing off-the-shelf and found objects is not so much new but merely forgotten. Since the last SHIFT report in 2008, many Americans and Canadians have had to tighten their belts and curbed their appetites, but that’s not to say they have had to stave off on being creative. Far from it, the economic downturn has prompted even greater levels of innovation, and the growth of industries that support re-use, if not repair (check out yesterday’s great article on the booming business of tailors

Examples are everywhere from fashion to social programs, but amongst are favorites is the work of a small, independent design studio based in Vancouver, BC called Organelle Design who work from a simple premise: “waste is the most abundant local resource our cities have to offer”.

So… what does this mean for brands?

In a global reset everything gets reduced down to what’s important. The extraneous, the needless is lost and all that remains is what people value most – what’s in our core. The economic downturn has only served to remind us that sustainability is a crucial ingredient not only for survival but also for innovation, and very much embedded in the way people have always lived. People aren’t looking for a ‘green’ life - they’re looking for a sustainable life.

Remember: Sustainability is more than green!

Win a free SHIFT query

Remember last year’s segments for the Sustainability Passion Index? (Here’s a reminder!)

We are excited about SHIFT 2010 and curious on how the SPI segments will trend in November. Will we see a rise in the Hyper-local consumer? An increase in Vocal-Globalists? Will the ‘recession’ dictate an increase in Pragmatic Believers? Our vote is with the growth of the Hyper Local. Remember, Hyper Locals aren’t just about buying local, they’re about connecting with community. They shop both local and multi-national brands like Walmart.

But we could be wrong, and YOU could be right. Let us know how you think the Sustainability Passion Index segments will evolve and WIN A FREE SHIFT QUERY:

15 minute briefing via phone or email
A dive into SHIFT 2010 where you can pick a specific consumer group (by brand, lifestyle activity, digital activity etc) and see what their relationship with a snapshot of sustainability issues is.

So, if you’re looking for that extra piece of data and insight to kick-start or refine an opportunity email us your best guess at soundbite [at] ci-shift [dot] com ... good luck!

What’s been keeping us busy?

In addition to developing SHIFT 2010, we’re have been heads down focusing on some important and compelling projects. Here are a few highlights for your interest:

Developing an interactive online narrative that was shortlisted for the CBC’s digital development lab;
Speaking at events including recent presentations at BC LoCo, Electronic Arts and AdFed in Oregon; .
Defining and promoting the BC government’s Net Zero Energy Home program;
Helping BC’s largest natural gas provider shape their sustainability messaging.

Global ‘Resetion’

Jason McCormick — Wed, 07 Oct 2009 22:24:27 +0000

Global ‘Resetion’

Jason McCormick — Wed, 07 Oct 2009 21:49:52 +0000

Global ‘Resetion’

Jason McCormick — Wed, 07 Oct 2009 21:45:40 +0000

What’s been keeping us busy?

Jason McCormick — Wed, 07 Oct 2009 18:20:42 +0000

In addition to developing SHIFT 2010, we’re have been heads down focusing on some important and compelling projects. Here are a few highlights for your interest:

Developing an interactive online narrative that was shortlisted for the CBC’s digital development lab;
Speaking at events including recent presentations at BC LoCo, EA and AdFed in Oregon;
Defining and promoting the BC government’s Net Zero Energy Home program;
Helping BC’s largest natural gas provider shape their sustainability messaging.

Win a free SHIFT query

Jason McCormick — Wed, 07 Oct 2009 16:50:11 +0000

Remember last year’s segments for the Sustainability Passion Index? (Here’s a reminder!)

But we could be wrong, and YOU could be right. Let us know how you think the Sustainability Passion Index segments will evolve and WIN A FREE SHIFT QUERY:

15 minute briefing via phone or email
A dive into SHIFT 2010 where you can pick a specific consumer group (by brand, lifestyle activity, digital activity etc) and see what their relationship with a snapshot of sustainability issues is

So, if you’re looking for that extra piece of data and insight to kick-start or refine an opportunity email us your best guess at soundbite [at] ci-shift [dot] com. The winning entry will be randomly selected and notified by email. Good luck!!

Global ‘Resetion’

Jason McCormick — Wed, 07 Oct 2009 08:44:18 +0000

Is there anyone in North America that has not been impacted by the current financial crisis? Many have lost jobs, their homes and a significant percentage of their savings and investments.

We’re calling it a resetion, and here’s just some of the ways we see it coming to life:

The New York Times ran a story recently. It documented how a family – in a bid to save dollars – was cutting back on eating out at restaurants. This one simple money saving effort – together with thousands of other American families – is having a serious impact on the GDP, but how does you measure impact this has on the well-being of the ‘family’? Less time staring at menus and bellowing orders at a waiter in a noisy crowded diner means more family time around the kitchen table.

The growth of Urban Gardening

Urban gardens are not just a new fad. People have been planting gardens in the city since the world wars, and the recent “return to the land” rivals the Victory Gardens of the 1940’s.

With a sharp increase in seed sales across North America and the UK, we are keen to see how ‘Gardening’ and ‘Making a meal from scratch’ trend in SHIFT 2010.

Which segment from the Sustainability Passion Index is most engaged with gardening? 34% of the Vocal Globalists garden once a week or more, while 27% of the Hyper Locals garden once a week or more.

The rise of hyper-local

In fact, in last year's SHIFT ‘buying local’ AND ‘’being engaged in my local community’ ranked higher than – believe it or not – ‘global warming’ for North Americans.

Home-made/ re-made

As with so many sustainability efforts, re-purposing off-the-shelf and found objects is not so much new but merely forgotten. Since the last SHIFT Report installment in 2008, many Americans and Canadians have had to tighten their belts and curbed their appetites, but that’s not to say they have had to stave off on being creative. Far from it, the economic downturn has prompted even greater levels of innovation, and the growth of industries that support re-use, if not repair (check out yesterday’s great article in NYT on the booming business of tailors)

Examples are everywhere from fashion to social programs, but amongst our favorites is the work of a small, independent design studio based in Vancouver, BC called Organelle Design who work from a simple premise: “waste is the most abundant local resource our cities have to offer”.

So… what does this mean for brands?

Remember: Sustainability is more than green!

SHIFT 2010: A look at sustainability, brands, media, and lifestyle in one hand

Jason McCormick — Wed, 07 Oct 2009 08:00:36 +0000

What’s more, this year’s study will dig even deeper into the following areas:

Political affiliations: What relationship do Republicans have with sustainability? How does this compare with Democrats? Or in Canada, on the eve of the Liberals no-confidence vote in Canada, are Conservative voters any different than NDP or Liberal supporters.
Sustainable consumption categories: In 2008 we looked at which macro categories people said they had made or planned to make sustainable lifestyle choices and purchase decisions: My Home Energy, My Clothing, My Children, My Financial Investments and much more (click here for list). This year we’re going micro, looking at the myriad decisions for each category. For people making sustainable decisions related to their children, we’re taking a deeper look at food, clothing or toys. For Home Energy, is it appliances? Lightbulbs? etc. For food, is it meats? Produce? Dairy? etc… We’ll find out.
Personal banking: who is making socially responsible and sustainable choices related to personal banking? And within that, is it credit cards, mortgages or day-to-day banking?
Google search terms: what search terms are people using when searching for information on a brand’s sustainability ‘credibility’?
Product labeling: What specific labeling characteristics are people looking for? Do they want to see Certified Organic? Or do they want to see Produced Locally?
Product packaging: What actual packaging materials are people looking for? Local? Organic? Toxin-free?
Social media (Blogs, Facebook, Twitter). For people who rank Fair Trade as a top sustainability issue, what’s their relationship with Facebook or Twitter? Alternatively, people who are using Facebook, or Twitter frequently, what’s their relationship with sustainability?

Access to this intelligence starts at $1,000.

www.matternetwork.com

Twitter @matternetwork

Facebook page

"Many people trying to market sustainability efforts barely know what the word means, and have no new ideas for how to explore and explain it -- that's what makes Ci and their SHIFT Report so refreshing.

- Alex Steffan CEO and Executive Editor, Worldchanging Author, Worldchanging: A User's Guide for the 21st Century

2008 Sustainability issue chart

Jason McCormick — Wed, 07 Oct 2009 07:33:56 +0000

Are you LoCo?

Jason McCormick — Wed, 07 Oct 2009 01:03:22 +0000

OK… so it’s not The League of Gentlemen – thankfully - but Kierstin will be speaking at the launch of LoCo BC today and will be sharing some insights from Ci’s SHIFT Report on the relationship with ‘local’, and where it fits into the overall sustainability equation.

If you’re in Vancouver this evening, check out the info here.

Personal Sustainability in a Culture of More.

Jason McCormick — Mon, 05 Oct 2009 20:41:22 +0000

“I've tried more. It's awful. I want less, and I want it now.” Consumed with too much stuff and overwhelmed by too many things to do, The Guardian’s Charlie Brooker nails it with this terrific article… Time for a Cultural diet!

ANOTHER example of the forgotten culture of Sustainability

Jason McCormick — Thu, 10 Sep 2009 23:41:26 +0000

Yet another example that Sustainability - whether it's focused on the environment, or otherwise - is not new! Simply something we have to remember, not learn.

Incidentally, when it comes to determining whether there is more value in the term 'Global Warming' OR 'Climate Change' we plugged both terms into last year's SHIFT report. Guess what? There's zero difference, 58% of North Americans ranked 'Global Warming' as an important sustainability issue AND 58% of North Americans ranked 'Climate Change' as an important sustainability issue.

The Lorax - my hero - makes a comeback

Jason McCormick — Tue, 01 Sep 2009 04:10:39 +0000

Forget Bob Willard’s ‘Sustainability Advantage’ or Paul Hawken’s ‘Ecology of Commerce’ – both great books in their own right– but when it comes to sustainability, I always refer people to Dr Seuss’ ‘The Lorax’.

For me, it’s the ultimate example of how you talk about sustainability in a way that’s unique to you and your brand. There’s no mention of words ‘sustainability’ or ‘pollution’, ‘eco’ or ‘environmentalism’. Just a simple, colourful and captivating story.

And though it’s been a while since his debut in ‘71, I’m pleased to see the Lorax take centre stage in Energystar’s latest campaign.

The lorax book cover

Jason McCormick — Tue, 01 Sep 2009 04:10:38 +0000

The Sound of Sustainability # 1

Jason McCormick — Wed, 15 Jul 2009 22:03:50 +0000

Calling all Musos, calling all Musos…

Here’s a question for you… What’s the sound of sustainability?

Beyond the obvious – MJ’s ‘Earth Song’, Midnight Oils ‘Beds are Burning’ (Remember that? 1987!) and anything that Sting seems to have done recently – I’d love to hear about lesser known artists/ songs like Vanessa Richards' Occupying Army AS WELL AS songs that don’t just focus on the green pillar but also give a nod to the personal/ social and spiritual quota as well…

Let me know… here, or on twitter @hellojaseIf and where possible i'll post videos/ links/ props in later blogs...

Looking forward to hearing your comments.