Do U.S. consumers believe a tire company can be “green”?

Business Challenge

Our client, a global tire manufacturer, is committed to sustainability on the corporate level. However, each region of the world presents their own attitudes, purchasing desires, etc. As such, our client needed to better understand sustainability views of their existing U.S. consumer market segments as well as identify any “green insights” related to each segment.

Their lead business objective was to determine what each segment believed about the topic of sustainability. In that research, they hoped to learn what US customers valued and did not value in green products and marketing, and what trade-offs in price and product would they be willing to make when buying tires that offered sustainability benefits. Just as important, would a US customer see their efforts as opportunistic marketing or “greenwashing”?

TRC’s Solution

TRC employed a comprehensive, large-scale survey representing all consumer segments. The survey drilled down on specific areas around sustainability—social, environmental, and economic factors.

Among other statistical analyses, TRC used path analysis — which determined what attributes drive beliefs in sustainability and what aspects of sustainability drive positive brand perception and purchase.

Successful Implementation

TRC identified which market segments would be most receptive to the company’s new sustainability positioning. Some of which were new targets for our client—offering a significant growth opportunity.