Skip to Content

Using Eco Segments to develop financial services / products

As the government aims to achieve Net Zero carbon emissions, our client wanted to gauge consumer sentiment towards energy efficiency in housing. By establishing interest in green financial products and services and the factors influencing them, the client aimed to develop green products and services to meet consumer needs in the face of climate change, the rising energy costs and cost of living, and government legislation.

The Challenge

Consumers tend to think green products and services can be expensive, or not applicable to them despite there being interest in the products.

While establishing interest in green products and services is a relatively easy task, establishing who, how, and what would encourage uptake would be a challenge; especially given the diverse social, economic, and regional consumer populations our client wanted to target.

Our approach

Using a multi-audience monthly quantitative tracking study we applied Savanta’s proprietary eco segmentation as a lens to view the results.

The segmentation was also applied to the client’s customer base from their monthly member experience tracker to:

  • Gauge how their customer base differs from the market
  • Understand the potential audiences that can be targeted – where market share of particular audiences under and over-index
  • Size both the current market and future market

The outcome

The research helped recognising the type of audiences to develop green products and services for, as well as which ones to prioritise.

It identified specific messages that would cut through and resonate with those audiences and establish the most efficient channels the products and services would be marketed through.

In addition to this, it gave the client insights into the products and services that are not viable at this time, and the barriers they will need to overcome for each segment.

Based on the findings, the client decided to hold off on going to market with any green product offering as they found appetite was still in its infancy.

View Case Studies

Read More
Explore
Audience/market segmentation | B2B Brands | Business & Professional Services (B2B) | Consumer Brands | Financial Services

Unite Students

23/11/2023
Audience/market segmentation | B2B Brands | Business & Professional Services (B2B) | Consumer Brands | Financial Services

Royal London

23/11/2023
Audience/market segmentation | B2B Brands | Business & Professional Services (B2B) | Consumer Brands | Financial Services

The Co-op Foundation

06/09/2023
Toy retailer case study
Audience/market segmentation | B2B Brands | Business & Professional Services (B2B) | Consumer Brands | Financial Services

A global toy retailer

22/06/2023
Toy retailer case study 2
Audience/market segmentation | B2B Brands | Business & Professional Services (B2B) | Consumer Brands | Financial Services

A global toy manufacturer

09/06/2023