At a time when governments, corporations and the media are caught up in the swirl of green hype, Ci’s market intelligence tool on consumers & sustainability – The SHIFT Report™ - debunks ‘Green’ as the most pressing sustainability issue for consumers, and frames the sustainability conversation in broader, more tangible terms.

Fall 2008:  SHIFT Report intelligence is now available to the general public. Download a complete list of SHIFT Report intelligence products here.  A snapshot of SHIFT customization options for your brand is available here.

Fall 2008:  Ci announces the Sustainability Passion Index (SPI). The SPI reveals the true sustainability segments of the population, not just the 'green'. From what motivates them to make sustainable choices to what communications touchpoints these consumer groups look to for information about companies'  sustainability commitments, the SPI is a powerful strategic research tool. Download an overview of the SPI here.

Spring/Summer 2008: Milestone North American Quantitative study

A 5,000 person North American general population study and segmentation analysis - based on three years of preliminary qualitative research and strategic insight on consumers & sustainability - outlines some crucial insights for business on the green bandwagon.

When it comes to purchasing decisions, what are the top areas people are making socially responsible and sustainable choices? What are the top areas people plan to make socially responsible and sustainable choices? When it comes to sustainability issues, which ones rank highest? Which ones rank lowest? Which communications tools are consumers looking to determine whether a brand is socially responsible, or not? TV? Online? Retail? Packaging and Product design? We have the answers.

Arguably the most provocative insight – given the huge amount of attention is has received in recent times - is the fact that Environmental sustainability does not top the list of important sustainability issues for consumers. That’s not to say people don’t care – 58% of North Americans ranked Climate Change as an important sustainability issue. However when looked at in context of other sustainability issues, it’s leapfrogged by other 'sustainability' issues in the personal and social sustainability spaces such as 'buying local and supporting locally based business' (61% of North Americans ranked it as an important sustainability issue) and employee treatment (85% of North Americans ranked it as an important sustainability issue).

For the record, the five most important Sustainability issues – as consumers ranked them – are:

• Feeling connected to my family, my friends, and my community (90%)
  
• A sense of well-being (90%)
  
• Being paid a living wage (88%)
  
• How employees are treated at companies (85%)
  
• Nurtured personal relationships versus material possessions (81%)
  

This robust study has the ability to define specific sustainability segments of the general population in terms of their gender, age, region and more.

Is the data for sale?

Brands all over the world are struggling to make sense of this thing called 'Sustainability' and what it means to their business. To help them get up to speed and fulfill our mission to help to drive and support the shift to sustainability, Ci is now offering greater access to The SHIFT Report, our proprietary market research study on consumers and sustainability.

Previously, SHIFT – which represents qualitative and quantitative research, cultural observation and analysis – has been a premium tool that we reserved exclusively for our clients. We are now opening it up to a wider circle of business and offering a range of access and price points to the insight and data. 

You can download an overview of the SHIFT Report product offering here.  

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About the SHIFT Report™

SHIFT is a live document, continually updated with consumer, cultural and marketplace data – some folks call it our secret weapon

SHIFT is the result of applying strategic insight to an exhaustive body of research, including primary qualitative, primary quantitative, secondary data diving, trend analysis and cultural pulse checks. In short, The SHIFT Report makes up the backbone of all the work we do and is why we have the best consumer, cultural & marketplace insight and data on the overall cultural shift to sustainability.

It allows us to zero in quickly on the right opportunities for your business and tailor the data to fit your needs. Do you want to know about people who plan to make socially responsible and sustainable choices related to their car? Their financial investments? Their holiday? Their careers? Their home décor?  Get in touch.