Episode #15: Segmenting 7 motivations to better reach your market
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Episode #15: Podcast Show Notes
Introduction
Knowing the diverse ways customers will react to your products and packaging is very valuable. So the main question is: Do you really know what motivates the choices of your customers?
Our guest, Lindsey Boyle is sharing 7 main motivations from OneEarth’s recent and actionable study. This remarkable approach – from a Finnish and Canadian collaboration – activates opportunities for marketing strategy, targeting, communication, and innovation.
In this episode,
you will learn diverse WHYs behind customers’ actions,
you will understand what motivation segmentation enables compared to persona,
and you will even visualize the main factors influencing decision-making.
I enjoy how Lindsey made data and definition humanly alive and with a lot of advice about how to adapt messages on packaging.
Here is a little spoiler alert: Making sustainable choices is not always motivated by ecological preoccupation. So, ask yourself to which motivation you mostly identify yourself, as well as your main customers.
Where to find Lindsey, Circular Citizen, and One Earth?
The LinkedIn profile of Lindsey: https://www.linkedin.com/in/lindseyjboyle/
Her email: lindsey at circularcitizens.com
The website of Circular Citizen: https://www.circularcitizens.com/
The website of One Earth: https://www.oneearthweb.org/
Resources mentioned and recommended in this episode
I invite everyone to explore the Report ‘7 Motivations for Lighter Living Action in BC’ which is very readable and activable, not boring at all, and with nice visual resources: ttps://www.oneearthweb.org/motivations.html.
The Finnish report from SITRA ‘What motivates smart consumption?’: https://www.sitra.fi/en/publications/what-motivates-smart-consumption-using-motivation-profiles-to-support-business-planning/.
The ICPP (the Intergovernmental Panel on Climate Change, the United Nations body for assessing the science related to climate change) report: https://www.ipcc.ch/. If you haven’t read it yet, I encourage you to do so!
The SHIFT framework from SITRA applied in British Columbia by Share Reuse Repair Initiative (SRRI) is called S.H.I.F.T.ing Consumer Behaviour Project: https://www.sharereuserepair.org/culture-shift.html.
Stuff in Flux «The changing relationship between people and goods» (2017) published in collaboration with global consultancy Alice Labs and Sitra: https://www.sitra.fi/en/publications/changing-relationship-people-goods/.
Little extra notes about the initiative
7 motivations for 'Lighter Living' action in BC were created by non-profit OneEarth and supported by Share Reuse Repair Initiative.
Lead Sponsors of the insights work: Vancity Credit Union and SITRA (Finnish Innovation Fund) with Co-Sponsors: Modo (car sharing), HUB (Your Cycling Connection), River Select Fisheries Cooperative, the Rebuild Hub (Unbuilders and Habitat for Humanity Restore), Kambo Energy Group (which owns and operates the Empower Me social enterprise) and the Vancouver Foundation.
About Lindsey Boyle from Circular Citizen
Lindsey is passionate about business that supports people’s well-being and regenerates nature. Working at the intersection of the climate emergency and the circular economy, Lindsey has a 20-year career as a strategist for brands like Google, Whole Foods, and The North Face, and now creates insight into target audience’s needs and motivations to help make 'circular' choices mainstream.
Lindsey's most recent work was as Lead for OneEarth's www.oneearthweb.org/motivations project, which is a segmentation that has revealed 7 ‘Lighter Living’ dominant motivations driving choices for the BC population. Lindsey recently shared this insight at the World Circular Economy Forum 2021.
Podcast music
Special thanks to Joachim Regout who made the jingle. Have a look at his work here.
I am happy to bring a sample of our strong bonds on these sound waves. Since I was a child, he made me discover a wide range of music of all kinds. I am also delighted he is a nature lover and shares the Look4Loops 'out of the box philosophy'. He is an inspiring source of creativity for me.