Sustainability - What Sacrifices are consumers really willing to make? August 17, 2011

This event will present a study comparing sustainability perceptions in the United States and Germany, which was recently conducted by the Rheingold Institute for Qualitative Market and Media Research.

Rheingold has explored current sustainability considerations through in-depth interviews with American and German consumers. The research revealed significant cultural differences in sustainability perceptions and impacts on personal everyday lives. Rheingold's research shows how marketing measures can account for these differences and successfully speak to the psychological needs of the American vs. German consumer.

Rheingold International also provides insights on how to psychologically translate marketing campaigns to other countries. Its research exemplifies the differences between the American and German culture that impact, in this case, sustainability considerations and provides psychologically driven recommendations for effective marketing measures for both markets. The insights presented will help understand the marketing strategic pitfalls and success factors.

Other topics to be discussed:

- How do consumers define sustainability?
- What do they truly care about and what is 'lip service'?
- What are differences between the American and German consumer and what are they rooted in?
- How do we reach consumers with a different cultural background, particularly when trying to transfer successful concepts to various countries?
- How can the research data be applied to your business?

Agenda:
6:00 - 7:00 pm Registration and Networking Reception
7:00 - 8:30 pm Program
8:30 - 9:00 pm Networking

Complimentary appetizers, beer, wine and soft drinks will be served.

Official Website: http://www.gaba-network.org