WOOD. NAT URAL L Y BE T T E R. Me dia Adve rtising & Co - - PowerPoint PPT Presentation

Ho wa rd Pa rry-Husb a nd s, Ga rre tt Pa rke r

• WOOD. NAT

URAL L Y BE T T E R.

Me dia Adve rtising & Co nsume r Re se a rc h

T O WRIT T E N BY 6th June 2014 DAT E

T

• day...

2

1 Re se a rc h sc o pe 2 Wo o d a nd wo o d pro duc ts 3 Attitude to wa rd the e nviro nme nt 4 Unde rsta nding o f industry b o die s 5 Ca rb o n T

VC e va lua tio n

6 Co nc lusio ns a nd q ue stio ns

3

What we ar e c over ing today

4

Wher e we have come fr

• m

Sinc e Oc to b e r 2008, F WPA ha s unde rta ke n c o nsume r re se a rc h a mo ng a na tio na lly re pre se nta tive , b ro a dly c e nsus ma tc he d sa mple , c o mple ting 12 wa ve s

• f re se a rc h.

T he o b je c tive o f this inde pe nde nt ma rke t re se a rc h is to tra c k c o nsume r a ttitude s to fo re st a nd wo o d pro duc ts a g a inst o the r ma te ria ls a nd industry se c to rs, o ve r time . T he re se a rc h is e sse ntia lly a ttitudina l in na ture a nd fo c use s o n ke y de c isio n fa c to rs with pa rtic ula r re g a rd to e nviro nme nta l a ttitude s. T he re se a rc h ha s sho wn g e ne ra lly c o nsiste nt re sults, with so me a ppa re nt tre nds tha t a ug ur we ll fo r wo o d a nd the industry.

5

What we have done most r ecently…

What Who Whe n

Pollinate took ove r the tr ac king study in Mar c h 2014 (Wave 10). Cur r e nt data is bac kwar ds c ompatibl e to pr e vious wave s

Wave 10 tr ac king Ad c ampaign e valuation

15 minute o nline surve y 10 minute o nline surve y n=1,000 na tio na lly re pre se nta tive sa mple :

• 18+
• Austra lia sa mple

Me tho do lo g y wa s ke pt c o nsiste nt with pre vio us wa ve s in o rde r to ma ke it b a c kwa rds c o mpa tib le n=534 na tio na lly re pre se nta tive sa mple :

• 18+
• Austra lia sa mple

Me tho do lo g y wa s ke pt c o nsiste nt with tra c king study wa ve s in o rde r to ma ke it c o mpa tib le F ie ldwo rk to o k pla c e b e twe e n 4th Ma rc h a nd 14th Ma rc h 2014 F ie ldwo rk to o k pla c e b e twe e n the 5th a nd 8th o f Ma y 2014

6

Wood and wood pr

• duc ts

7

Wood is the most popular mater ial for building and fur nitur e pr

• ducts

Wo o d ’ s po pula rity is po sitive a nd ha s no t no ta b ly shifte d in the la st 7 ye a rs T he lo o k a nd fe e l o f wo o d is sig nific a ntly hig he r tha n c o mpe ting ma te ria ls Wo o d is ve ry c le a rly po sitio ne d o ve r a ll o the r ma te ria ls a s the mo st e nviro nme nta lly frie nd ly, susta ina b le a nd visua lly a ppe a ling ma te ria l in the mind o f c o nsume rs. It a lso linke d first with c a rb o n sto ra g e Whe n c o mpa ring b o th physic a l a nd e mo tio na l c ha ra c te ristic s o f wo o d a nd o the r ma te ria ls, wo o d b y fa r le a d s the wa y in ne a rly a ll po sitive tra its Wo o d is the first c ho ic e a c ro ss a va rie ty o f a c tivitie s; fro m b uying ind o o r a nd o utd o o r furniture to re no va ting the ho me & la nd sc a ping the g a rd e n

41% 51% 53% 54% 49% 54% 52% 54% 50% 40% 38% 45% 36% 35% 35% 36% 33% 33% 35% 34% 40% 45%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Oc t 08 (W1) Ma y 09 (W2) Ma r 10 (W3) Jul 10 (W4) Ma y 11 (W6) Oc t 11 (W7) Ma y 12 (W8) Jul 12 (W9) Ja n 13 (W10) Ma r 14 (W11) Ma y 14 (Ca rb o n T VC)

L

• ve it

L ike it

8

P

• sitivity about wood has

r emained consistent thr

• ughout the waves

T he r e is little to no ne gativity, with all

• the r

r e sponde nts be ing indiffe r e nt to wood

86

Wo o d L

• ve /

L ike (T

• p 2) (%)

87 88 89 85 87 85 84 80

89 83

38 46 29 31 28 11 45 14 6 5 4 1 Wo o d Bric ks Ste e l Aluminium Co nc re te Pla stic L ike it L

• ve it

Wood has the str

• ngest appeal

compar ed to all other mater ials

Whilst the r e is a distinc t gap be twe e n wood and all othe r mate r ials, br ic ks ar e also pe r for ming we ll on ae sthe tic s

T OP 2

83% 63% 35% 36% 32% 12%

9

13% 9% No ne Vulne ra b le to te rmite s/ it will ro t 10

T hose who love/ like wood r elate to the natur alness and it’s aesthetic appeal

Howe ve r the r e is minor c onc e r n about wood r

• tting fr
• m te r

mite s

2% 2% 18% 40% 40%

L

• ve it

L ike it I do n’ t mind Do n’ t re a lly like it Ha te it 32% 28% 10% 9% 7% 6% 6% 5% 5% 5% 4% 4% 4% Na tura l/ e nviro nme nt frie nd ly I t is b e a utiful/ lo o ks g o o d Wa rm/ c o mfo rting / ho me ly Go o d/ fe e l g o o d (unspe c ific ) Use it Go o d te xture E a sy to wo rk with/ use Pra c tic a l/ use ful/ func tio na l L ike the c o lo urs L a sts lo ng / d ura b le Va rie ty o f the pro duc t Cla ssic / time le ss/ tra d itio na l Ve rsa tile pro duc t

Why (top c omme nts)

11

Wood is known as natur al, war m and for fur nitur e & floor ing

Str e ngth is assoc iate d with br ic ks, ste e l & c onc r e te

Wood Ste e l Br ic ks Aluminium Conc r e te Plastic

12

Wood is near ly always in the consider ation set, with pr efer ence incr easing fr

• m Jan 2013

34% 39% 38% 37% 40% 46% 40% 38% 41% 37% 42% 45% 34% 33% 36% 35% 29% 31% 33% 30% 36% 35% 19% 25% 27% 23% 23% 22% 26% 28% 26% 23% 20%

I wo uld a lwa ys c ho o se wo o d o ve r o the r ma te ria ls if it we re suita b le I wo uld b e like ly to c ho o se wo o d o ve r

• the r ma te ria ls

Wo o d is o ne o f ma ny ma te ria ls I wo uld c o nside r c ho o sing

63 59 59 59 58 52 57 61 56 59

• p 2)

55

13

P ur chase intent for wood incr eases if people know that it has been sustainably pr

• duced

13% 12% 10% 11% 8% 11% 11% 11% 8% 23% 37% 36% 37% 39% 35% 38% 39% 40% 43% 37% 36% 38% 31% 29% 29% 30% 33%

Oc t 08 (W1) Ma y 09 (W2) Ma r 10 (W3) Jul 10 (W4) Ma y 11 (W6) Oc t 11 (W7) Ma y 12 (W8) Jul 12 (W9) Ja n 13 (W10) Ma r 14 (W11)

Slig htly mo re like ly So me wha t mo re like ly Muc h mo re like ly 79

86 82 86 77 75 79 80 81

• what e xte nt wo uld kno wing that wo o d c ame fro m sustainab ly manag e d fo re sts influe nc e yo ur like liho o d to c ho o se wo o d o ve r o the r mate rials? (n=619-1056)

Que stio n no t a ske d

14

Attitudes towar d the envir

• nment

1

15

Clear and concise messaging that pr

• ducts ar

e fr

• m sustainably managed

for ests will incr ease wood being pr efer r ed

Wha t c o nsume rs unde rsta nd a b o ut c a rb o n a nd its re la tio nship to tre e s ha s inc re a se d o ve r the c o urse o f tra c king T he ne e d fo r susta ina b ly ma na g e d fo re sts is o n the rise Pre fe re nc e fo r wo o d (whe n suita b le ) ha s inc re a se d sinc e the la st wa ve

16

I n gener al, consumer s ar e envir

• nmentally

conscious while also having a pr actical outlook

R e plac ing tr e e s is ke y, as c onsume r s don’t want to impor t wood fr

• m ove r

se as

18% 12% 10% 13% 10% 5% 9% 7% 6% 3% 2% 23% 23% 18% 15% 15% 10% 13% 8% 7% 4% 3% 30% 34% 29% 26% 23% 24% 16% 15% 16% 10% 8% Cutting d o wn tre e s is OK a s lo ng a s we re pla c e the m T imb e r fa rming & ha rve sting is a na tura l pa rt o f wo o d pro duc tio n We sho uld use mo re wo o d a s it's mo re e nviro n.frie ndly tha n a lte rna tive ma te ria ls Cutting tre e s do wn is b a d fo r the e nviro nme nt Wo o d is the o nly re a lly re ne wa b le re so urc e tha t we ha ve Austra lia 's na tive fo re sts a re ma na g e d susta ina b ly T he a mo unt o f CO2 e mitte d in p ro d . o f c o nc re te is g re a te r tha n in pro d. o f wo o d We sho uld no t b e c utting do wn a ny fo re sts fo r wo o d pro duc ts in Austra lia Using mo re wo o d wo uld b e a he lp in ta c kling c lima te c ha ng e I nc re a sing the a re a a nd o r numb e r o f pla nta tio ns is b a d fo r rura l Austra lia We sho uld impo rt mo re wo o d fro m o / s ra the r tha n c ut d o wn Austra lia n tre e s Ag re e to ta lly Ag re e stro ng ly Ag re e slig htly

71%

Any Ag re e

69% 57% 54% 48% 39% 38% 30% 29% 17% 13%

• llo wing are so me state me nts o the r pe o ple have made ab o ut wo o d.

17

Belief is decr easing that cutting down tr ees is bad for the envir

• nment

Howe ve r me ssaging is ne e de d to show that Austr alia manage s its for e sts sustainably

• ve rse a s ra the r tha n c ut do wn Austra lia n

• llo wing are so me state me nts o the r pe o ple have made ab o ut wo o d.

% a g r e e 71% 69% 57%

54% 48% 38% 38% 29% 29% 16% 13%

18

T he messaging of wood pr

• ducts in the home stor

ing car bon has incr eased in cr edibility acr

• ss the waves

Hypothe si s: Car bon me ssaging has impac te d ove r the wave s

94% 93% 82% 71% 65% 32%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

T re e s re le a se o xyg e n T re e s a b so rb c a rb o n dio xide fro m the a tmo sphe re Ca rb o n is sto re d in wo o d Ca rb o n tha t is sto re d in wo o d sta ys the re e ve n whe n the tre e ha s b e e n ha rve ste d Wo o d pro duc ts in the ho me sto re c a rb o n T re e s a re mo stly ma d e o f o xyg e n

% tr ue

19

Scepticism exists about cor por ations, messaging needs to be clear er and mor e tr anspar ent

2% 7% 5% 6% 9% 5% 13% 12% 20% 25% 14% 16% 22% 22% 20% 29% 43% 45% 43% 41% 64% 46% 61% 58% 45% 54% 37% 39% 33% 29% 19% 30% 11% 13% 26% 12% 7% 4% 3% 4%

• c c urring & b e ing

• f my c ho ic e s

• fte n te ll fa mily &

• nly if it ha s a dire c t

Strong ly Disa g re e Disa g re e Ag r e e Strong ly Ag r e e

83

76 72 71 66 44 36 33 43 71

20

Industr y bodies

2

21

P r

• mpted awar

eness is str

• ng of

specific envir

• nmental bodies

and this helps incr ease tr ust

F

• re st a nd wo o d pro duc t industry is c o mpa ra b le

to e nviro nme nta l g ro ups in te rms o f re lia b le so urc e s o n the e nviro nme nt Whe n c o mpa re d to o the r industry b o die s, the fo re st a nd wo o d pro duc t industry is se e n a s the mo st re lia b le Whe n pro mpte d o n spe c ific e nviro nme nta l industrie s, the WWF a nd Pla ne t Ark le a d the wa y. 1 in 10 re c o g nise the F WPA lo g o a nd b ra nding – F uture links with Plane t Ark to raise aware ne ss

• f wo o d are a g o o d o ppo rtunity

Re lia b ility o f o rg a nisa tio ns is stro ng ly linke d to a wa re ne ss, with the mo st re c o g nise d industrie s a lso b e ing the mo st truste d

22

T he for est and wood pr

• ducts industr

y and envir

• nmental

gr

• ups ar

e the most r eliable sour ces of infor mation when it comes to the envir

• nment

R e liability of e nvir

• nme ntal gr
• ups is now in line with r

e liability of for e str y and wood industr y

60% 59% 45% 38% 38% 34% 21% 19% 27% 23% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Oc t 08 (W1) Ma y 09 (W2) Ma r 10 (W3) Jul 10 (W4) Ma y 11 (W6) Oc t 11 (W7) Ma y 12 (W8) Jul 12 (W9) Ja n 13 (W10) Ma r 14 (W11) E nviro nme nta l g ro ups T he fo re st a nd wo o d pro duc ts industry T he b ric k industry T he c o nc re te industry T he ste e l industry T he g o ve rnme nt T he a uto mo tive industry T he o il industry Ba nking industry * Me dia I ndustry *

Ba nking Me dia

23

Net P r

• moter

Scor e (NP S) in Austr alia

Study among thousands of c onsume r s, e valuating NPS among var ious c ate gor ie s

• 60%
• 63%
• 78%
• 80%
• 83%
• 83%
• 85%
• 86%
• 88%
• 88%

25% 23% 17% 15% 13% 13% 11% 11% 9% 10% 16% 13% 5% 5% 4% 4% 4% 3% 3% 2%

De tra c to r (0-6) Ne utra l Pro mo te r (9-10)

24

Consumer s do not r ecommend any industr y for its knowledge on the envir

• nment

With r e gar d to e nvir

• nme ntal issue s, the r

e is little positive advoc ac y ac r

• ss any of the se se c tor

s

Ne t Pro mo te r Sc o re – like liho o d to re c o mme nd

• nme nta l

• ups

• r

• duc ts

• 40
• 50
• 72
• 75
• 79
• 79
• 81
• 83
• 85
• 86

94% 4% 1% 1% Do n’ t kno w Unb ra nde d F SC Othe r b ra nds 25

Awar eness of wood/ wood pr

• ducts standar

ds is vir tually unknown on a spontaneous level

Howe ve r many r e c ogni se the logos and 1 in 10 stating the y had se e n F WPA

84% 71% 39% 29% 16% 10% 10% 5% 4% 3% 3% 9%

Spo nta ne o us Pro mpte d

26

R eliability is heavily associated with awar eness. T he mor e awar e of the br and/ logo the mor e tr ust attr ibuted

T he e xc e ption to the r ule would be the gove r nme nt

• r the sustainab ility o f fo re sts and wo o d pro duc ts

Ye s No Do n't kno w

27

R eliability of or ganisations as sour ces of infor mation on sustainability has dr

• pped over

the last few waves

Ma y 09 (W2) Ma r 10 (W3) Jul 10 (W4) Ma y 11 (W6) Oc t 11 (W7) Ma y 12 (W8) Jul 12 (W9) Ja n 13 (W10) Ma r 14 (W11)

• re st a nd wo o d pro duc ts industry

• re st Ste wa rdship Co unc il)

• r the sustainab ility o f fo re sts and wo o d pro duc ts

53%

51% 42%

• f info

28

Car bon T VC evaluation

29

With only 250 T AR P s, 34% state they have seen Car bon T VC, which is a str

• ng r

esult

Me ssa g e ta ke o ut is o n ta rg e t: hig h re c a ll o f wo o d b e ing a b e tte r pro duc t, sto ring c a rb o n a nd b e ing e nviro nme nta lly frie ndly. T he a d is b e lie va b le a nd c le a r, ho we ve r do e s no t drive a stro ng c a ll to a c tio n in te rms o f finding o ut mo re info rma tio n.

− Ho we ve r the a d is ha ving a po sitive e ffe c t to wa rd like liho o d to

c ho o se wo o d o ve r o the r ma te ria ls. I t is like ly tha t this a d is to a c e rta in e xte nt re a c hing tho se who a re a lre a dy o n b o a rd with the me ssa g ing .

− T

his is no t ne c e ssa rily a c o nc e rn, if the c a mpa ig n he lps drive a dvo c a c y o f the pro duc ts a nd industry. While so me a ttitudina l me tric s ha ve slig htly de c line d a t the to ta l le ve l, tho se who ha ve se e n the Ca rb o n T VC a re c o nsiste ntly mo re po sitive to wa rd wo o d a nd wo o d pro duc ts. Give n ha lf tho se who sa w the a d a re like ly to re c o mme nd wo o d pro duc ts, a nd ne a rly two thirds a re like ly to c ho o se wo o d o ve r o the r ma te ria ls, this a ppe a rs to ha ve b e e n a suc c e ssful T VC.

Ye s, 6 No , 94 Ye s, 15 No , 85

Se e n any adve r tising?

Ma y 2014 Ma rc h 2014

A significant incr ease in unpr

• mpted r

ecall

• f adver

tising r egar ding wood after the campaign

Se e n any adve r tising?

30

T he c ampaign appe ar s to have ge ne r ate d highe r c ate gor y adve r tising awar e ne ss

• tal Sample - Marc h 2014 n=1031, May 2014 n=534 QD2:

31

Of those who saw any ad for wood, most r ecalled the key themes of the Car bon T VC i.e. wood is better and sustainable.

85% 15%

QD3: What do yo u think the ad was trying to say, what we re the ke y me ssag e s? Re spo nde nts who se le c te d ‘ Ye s’ fo r QD1 n=76

Conc e pt we b – a dve rtising ke y me ssa g e s

35% state d ‘don’t know’/ ‘none ’

32

1 in 3 people claim to have seen the T VC although with a ghost r ead of 18% in Mar ch, this figur e may be lower

18% 34%

0% 5% 10% 15% 20% 25% 30% 35% 40% Ma rc h 2014 Ma y 2014

‘Car bon’ has ac hie ve d str

• ng

r e c ognition, par tic ular ly give n the low me dia suppor t

33

Message out take is dir ec t and on tar get – being about wood, c ar bon and the r elation with the envir

• nment

“Carb o n is b e tte r in tre e s than the atmo sphe re ”

“Cho o se sustainab le wo o d”

“Wo o d is natur ally be tte r ”

“Buy wo o d b e c ause it’ s g o o d fo r the e nviro nme nt”

“Build yo ur ho me with wo o d” “Car bo n is sto r e d in wo o d and it’s natur ally be tte r fo r the ho me ”

“Buying wo o d tac kle s c limate c hang e ”

“Wo o d is a re spo nsib le c ho ic e as a b uilding mate rial”

“Wo o d is be tte r fo r the e nvir

• nme nt”

28% 27% 24% 15% 15% 14% 13% 10% 8% 5% 3% 3% 2% 1% 1% 1% 2% 6% Wo o d is b e tte r Wo o d sto re s c a rb o n Wo o d is e nviro nme nta lly frie ndly Cho o se wo o d Wo o d is susta ina b le Wo o d is na tura l Cho o se susta ina b le wo o d Wo o d is g o o d Wo o d is g o o d fo r c o nstruc tio n Do n't kno w Wo o d is b e a utiful Wo o d is g o o d fo r furniture Pro te c t the e nviro nme nt So me thing a b o ut wo o d Do n't use wo o d Pla ne t Ark Othe r (NFI ) Do n't Kno w / N/ A

Ve r y lo w ‘do n’t kno w’ – indic ating the T VC is a c le ar c o mmunic ation pie c e

34

After viewing the ad, half the sample indicated they would be mor e likely to use wood over

• ther

mater ials

1% 4% 44% 34% 16% Muc h mo re like ly Slig htly mo re like ly No c ha ng e Slig htly le ss like ly Muc h le ss like ly

• QD8. Afte r se e ing this a d, ho w like ly wo uld yo u b e to use wo o d o ve r o the r ma te ria ls?

51%

Se e n Ca rb o n: 62% No t se e n: 45%

5%

Se e n Ca rb o n: 4% No t se e n: 8%

T hose who have se e n Car bon T VC ar e mor e like ly to use wood

35

F amiliar ity with adver tising message r ecognition is str

• ngest

for “Wood. Natur ally B etter .” and “Wood Stor es Car bon for L ife”

Ove r 1 in 4 ar e now awar e of the Wood Natur ally Be tte r adve r tising me ssage

31 30 22 9

5 10 15 20 25 30 35 Ma y 11 (W6) Oc t 11 (W7) Ma y 12 (W8) Jul 12 (W9) Ja n 13 (W10) Ma r 14 (W11) Ma y 14 (Ca rb o n T VC)

Wo o d Na tura lly Be tte r Wo o d Sto re s Ca rb o n fo r L ife Building a Brig hte r F uture T hink Bric k

%

• amiliar. (n=619-1056)

36

Conc lusions

3

37

Conclusions

Wo o d is ve ry c le a rly po sitio ne d o ve r a ll o the r ma te ria ls a s the mo st e nviro nme nta lly frie ndly, susta ina b le a nd visua lly a ppe a ling ma te ria l. I t a lso linke d first with c a rb o n sto ra g e . Wo o d is a lso the o nly b uilding ma te ria l to ha ve sho wn g a ins in e nviro nme nta l c re de ntia ls o ve r the la st fe w ye a rs a nd to b e se e n to po sitive ly impa c t c lima te c ha ng e . Unde rsta nding o f the c a rb o n c yc le (tre e s a b so rb c a rb o n dio xide a nd re le a se o xyg e n) is hig h, a nd mo st pe o ple a re a wa re tha t wo o d sto re s c a rb o n. Whe n it c o me s to fo re stry, the c o nsumptio n pa ra do x a rise s. Pe o ple wa nt to use mo re wo o d, b ut a b o ut two thirds re g a rd c utting do wn tre e s a s b a d fo r the e nviro nme nt. Ho we ve r, mo st a g re e tha t c utting do wn tre e s is OK a s lo ng a s we re pla c e the m. As a so urc e o f info rma tio n, the F

• re st a nd

Wo o d Pro duc ts I ndustry is ra te d a s b y fa r the mo st re lia b le industry b o dy with mo st pe o ple c o nside ring it re lia b le c o mpa re d to o the r industry g ro ups. Onc e pe o ple a re a wa re tha t wo o d c o me s fro m susta ina b ly ma na g e d fo re sts, c la ime d like liho o d to c ho o se wo o d o ve r o the r ma te ria ls is q uite hig h. T he fo c us fo r the future sho uld b e o n c o ntinue d pro mo tio n o f wo o d a s a ma te ria l o f c ho ic e fo r a e sthe tic , ta c tile a nd e nviro nme nta l re a so ns. I nc re a se d a wa re ne ss o f a c c re dita tio n a nd c o nside ra tio n o f fo rg ing a link b e twe e n inc re a se d wo o d c o nsumptio n a nd the e xpa nsio n o f susta ina b le do me stic fo re stry in the minds o f the Austra lia n pub lic wo uld b e a stro ng po sitive .

T ha nk yo u.

L e ve l 6 | 8 Hill Stre e t | Surry Hills | NSW | 2010 | www.po llina te .c o m.a u

Any q ue stio ns?