1. 1 It’s Not Easy Being Green… …Or, Is It? Presented by: Charles L. Colby Joe Bates Joe Taliuaga Rockbridge Associates, Inc. 17 th Annual Frontiers in Service Conference October 3, 2008 For more information, contact: Joe Bates, VP 703-757-5213 ext. 14 jbates@rockresearch.com

2. 2 A Little About Us…

3. 3 Rockbridge Overview Full Service Market Research Consultancy –Founded in 1992, based in Washington, DC area Our Practice Areas –Product Optimization & Concept Testing –Customer Satisfaction and Retention –Positioning and Communications Research –Market Segmentation –Website Usability Rockbridge specializes in services, technology and media sectors Proud Member of Corporate Partner Center for Excellence in Service

4. 4 Rockbridge’s National Technology Readiness Survey (NTRS) has gathered consumers’ opinions and usage of technology since 1999 The study is co-sponsored by the Center for Excellence in Service, R. H. Smith School of Business, University of Maryland Methodology: –Representative survey of U.S. adults (18+ years) –1025 consumers surveyed in Fall 2007 500 by telephone (random-digit-dialing) 525 by a representative web panel –Results weighted by demographics and by type of internet/phone access Background & Methodology

5. 5 Why Does Green Matter?

6. 6 Source: National Technology Readiness Study, Rockbridge Associates, December 2007 I want to protect the environment for the benefit of future generations The Earth belongs to humanity to do with as it pleases Americans Believe in Environmental Stewardship

7. 7 Will The Green Trend Last?

8. 8 Chances Are Good California has been leading the way in enacting green laws: Mandated recycling of TVs and monitors Requiring retailers to take back plastic bags Almost outlawed incandescent light bulbs

9. 9 Green Sentiment Runs High

10. 10 Is There An Environment “Problem”? Source: National Technology Readiness Study, Rockbridge Associates, December 2007

11. 11 Can Something Be Done? Consumers believe collective action will work And regulation will not hurt Source: National Technology Readiness Study, Rockbridge Associates, December 2007

12. 12 Can Technology Help? There is strong faith in technology Green tech helps the economy… The internet gives us a medium to work together …while more efficient products and services help the wallet Source: National Technology Readiness Study, Rockbridge Associates, December 2007

13. 13 What is the Potential for Green Products and Services?

14. 14 Service Technology Empowers Consumers to Be Green Source: National Technology Readiness Study, Rockbridge Associates, December 2007 % Who Have Done % Maximum Potential Incidence Opportunities for financial services, utilities, IT firms, publishers

15. There is an Emerging Market for Green Products % Who Have Own % Maximum Potential Incidence Many include making homes and transportation greener

16. Many Energy-Related Products and Services Have Potential for Long Range Growth % Who Own % Maximum A third of consumers are interested (or already own) an alternative fuel vehicle and solar heating systems Potential is Unrealized

17. Where is the Services Opportunity? We estimate $104 Billion annual market for green products Opportunities: –Green mortgages –Green home equity loan –Green vehicle financing –Partnerships with energy companies –Securities backed by these investments

18. 18 Many Are Turning to the Web for Help Source: National Technology Readiness Study, Rockbridge Associates, December 2007 % Who Have Done It In Past 12 Months Opportunities for online content to help consumers find green solutions and network with other green- minded consumers

19. 19 Segmenting the Green Market

20. 20 Key Questions Who is driving the green movement? What is the role of innovativeness (if any) in driving the movement? ?

21. 21 A “Green Segmentation” of the Market 1 out of 10 adults – “Green Tech Leaders” – are influencers –They also embrace technology and believe in its ability to solve problems Another 2 out of 10 – “Green Tech Followers” – are deeply committed to green issues and view technology as playing a role Source: National Technology Readiness Study, Rockbridge Associates, December 2007

22. 22 Commitment to Green Influence Absence of Skepticism Love of Tech Green Tech Leaders High Green Tech Followers HighLowHighMedium Tech-Savvy Sympathizers MediumLowMediumHigh Enviro-Friendly Skeptics HighLowSkepticalLow Naïve Consumers MediumLowMediumLow Anti-Greens Low SkepticalMedium Psychographic Profile of 6 Segments

23. 23 Commitment: “I Encourage Friends / Family to Be Environmentally Friendly” Source: National Technology Readiness Study, Rockbridge Associates, December 2007

24. 24 Influence: “Others Come to Me For Advice on Being Green” Source: National Technology Readiness Study, Rockbridge Associates, December 2007

25. 25 Green Tech Leaders influence others through social media Anti-Greens also use social media, and may influence others on their views Influence: The Use of Social Media

26. 26 Skepticism: “There Is Nothing Anyone Can Do To Prevent Global Warming” Source: National Technology Readiness Study, Rockbridge Associates, December 2007

27. 27 Love of Tech: “Other People Come to Me for Advice on New Technology”

28. 28 Profile of Green Segments

29. 29 Green Tech Leaders – 10% of Market How They ThinkWho They Are  Important to be green  Early Adopters  Technology can save us  Green gadgets are cool  Like trying new green tech  Do research and influence others on green products  Like doing business with green companies  Green is good for the wallet  Younger  More likely to have kids  Tech professions  Higher incidence of work PC use home networks high-speed home Internet access Internet on the go  Higher web “presence” and subscriptions to online music and video

30. 30 Green Tech Followers – 18% of Market How They ThinkWho They Are  Adamant about protecting the environment  People must reduce their impact on the environment  Green gadgets are fun  Like trying new green technologies  Research green products  Like dealing with green cos.  Green is good for the wallet  Older  Female  Higher home ownership rates  Lower incidence of cell-only households  Spend fewer hours online  Lower web “presence”

31. 31 Other Relevant Green Segments Tech-Savvy Green Sympathizers (31%)  Care about the environment  Early adopters of technology  NOT green activists or boosters, but sympathetic  Like doing business with green companies  Green is good for the wallet  Skew younger, male, heavy users of technology Enviro-Friendly Skeptics (12%)  Adamant about being green  Technophobic  Technology may worsen our problems, not sure what to do  Want proven technologies to help the environment  Research green products  Like dealing with green cos.  Green is good for the wallet  Skew older, less techy

32. 32 Segments Where Green is Less Relevant Naïve Consumers (22%)  Hold “socially acceptable” opinions, but no urge to act  More concerned with getting by on a day to day basis than being green  Many are technophobic  Low interest/awareness of green tech or products  Will avoid using green technologies until they are proven  Skew female, less techy Anti-Greens (7%)  Not committed to environmental issues  Don’t care about green technologies or products  More concerned with getting by on a day to day basis  Environmental activists are irresponsible; the Earth belongs to humanity  Oppose regulation  Skew younger

33. 33 Deploying a Green Services Marketing Strategy

34. Will Green Marketing Help a Company? Yes! …but they have to be sincere! Source: National Technology Readiness Study, Rockbridge Associates, December 2007

35. Example: Online Financial Statements

36. Example: Green Investments

37. 37 To Sum It Up…

38. 38 To Sum It Up… Consumers care about the environment, even if some are only joining the bandwagon to be PC Embracing technology and being green are not mutually exclusive ideologies When marketing green products and services, focus on the following messages: –Your company cares about the environment (and you have to back this up with actions that show it) –If we all work together, we can have an impact –Your product is environmentally conscious –Buying your product will not only help the environment, it is good for the consumers’ wallets Target Green Tech Leaders with your message –They will evangelize on your behalf –Social media is key

39. 39 Questions?