Influencing Consumer Behaviour: A Guide for Sustainable Marketing
This guide describes how businesses can identify their own ‘Area of Opportunity’ to influence consumers – the space in which consumer priorities, business action and brand values are aligned. It also features 'learning by doing' case studies on each of the participating companies.
- Date published
- March 2011
- Price
- Free (Free for members)
- Influencing Consumer Behaviour - A Guide for Sustainable Marketing.pdf [2060kb PDF]
In March 2011, as part of BITC’s Responsible Business Convention in London, we launched a new piece of collaborative research: Influencing Consumer Behaviour – A Guide for Sustainable Marketing.
The guide brings together consumer insight and marketing experience from six major UK and global companies – B&Q, Kraft Foods, EDF Energy, Marks and Spencer, Unilever and Waitrose – as well as conversations with 50 marketers, and an extensive review of existing work in this area.
Produced in partnership with Insight Exchange and RKCR/Y&R, the guide describes how businesses can identify their own ‘Area of Opportunity’ to influence consumers – the space in which consumer priorities, business action and brand values are aligned. It also features 'learning by doing' case studies on each of the participating companies.
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