Future of Sustainable Consumption

THE FUTURE OF SUSTAINABLE CONSUMPTION​:

EXAMINING THE PSYCHOLOGICAL FOUNDATIONS OF THE DEVELOPING NATIONS

Maggie Hoyle Savannah College of Art and Design FASM400 - Professor Christina Kountiou

ABSTRACT

The developing nations in South Asia and India are actively moving into the consumer market and will quickly be the largest contributor to global consumption - and all the issues that ensues.

In order to anticipate and hinder further damages to our societies through over consumption, marketers must understand the cognitive processes of this emerging market. Analyzing how eastern consumers think different, and therefore shop differently, than western consumers is imperative in order to stay one step ahead. Instead of accepting issues and planning for a reaction, strategies can be implemented to change the way the consumers think about consumerism - but first the foundations of their thinking must be understood. This analysis entertains possible marketing strategies to curb consumer behavior by first recognizing the groundwork of the regions occupied by the growing developing nations.

THE ISSUE The line between consumerism and consumption, between needs and desires, are thin ones and often times crossed. Consumption is the act of satisfying our basic needs - food, shelter, and clothing - in order to survive and move through life. On the other hand, consumerism is a much larger act, one that is a way of living through our goods. This lifestyle is one that is essentially the norm of the 21st century and it is realized through the acquisition of goods beyond what satisfies our basic needs. Consumerism implies a higher meaning, some see it as a religion in itself, and our value is based off the goods we acquire. While imperative to society's economic health, too much consumerism fuels many harmful effects to not only our environment but also our well being.

Consumerism took hold in 1950s America, post World War II, as a reaction to the limitations the war posed on society. Through the combination of these ideas and industrialization, the means of production became easier and more efficient. Businesses also had more knowledge on their consumer and could create stronger marketing techniques to encourage people to spend. Advertising and marketing manipulation instilled false needs into the consumer's mind, and if they could not keep up then their value in society was lower. Almost 70 years later, and ten times the amount of consumption, society is beginning to see issues in this ideology [1]​ ​ . People in these over-developed countries are beginning to look for the source, and solution, of overconsumption that sneaked into our everyday lives.

In the past, exporting goods and waste to underdeveloped countries was the societal norm. However, as those countries move through the industrialization process and into the consumer market, there is an increasing loss of space to export goods to. In reaction, these new

consumers are adopting some similar behaviors while reacting to others. New questions of consumption control have emerged - does the answer lay in regulation and reform from the government? Should businesses take on the responsibility? Or are these personal and independent decisions for the consumer to make?

21ST CENTURY CONSUMER IN DEVELOPING NATIONS In order to truly examine where expansive change and solutions can begin, it is best to look at the emerging markets. These consumers have the ability to make waves of change in the sustainability movement. The reason these markets could potentially have the most impact is because they will be the largest consumer market to enter with the most purchasing power, challenging that of the baby boomers in the United States. The countries that occupy this demographic are majoritarily developing nations that are making a shift from production markets to consumer markets. It is expected that between 2015 and 2030, 42% of consumption growth will come from 374 cities in developing countries throughout Asia, Latin America, Eastern Europe and Africa [2]​ ​ .

For the means of this analysis, the nations in Asia and India are the focus and this is because these are the most condensed and highly connected groups. In China alone, about 700 large cities will fuel $7 trillion in consumption which makes up about 30% of the global total [​2]​. We are seeing a highly condensed explosion in consumption throughout these nations while developed countries are reaching a plateau.

It is clear that through numbers alone, the developing nations will have a strong influence on the future of consumption and sustainability. However, numbers alone will not make this change happen, there has to be a clear understanding of how the consumers think and buy. A recent report from BBMG, GlobeScan and Sustainability, surveyed consumer attitudes surrounding sustainability. They broke their studies down into developed and developing nations as well as combined reports. In order for companies to learn how to engage with these consumers, The Regeneration Roadmap placed them into four groups - Advocates, Aspirationals, Practicals and Indifferents [3]​ ​ . This grouping breaks the populations up into like groups and describes who they are as consumers.

First, the Advocates occupy a small section of consumer population, making up 6% of China’s market and 16% of India’s. This group feels a higher sense of responsibility and values doing “the right thing”. People in this sector will pay more for products that are more sustainably responsible rather than cutting short on sustainable options for cheaper products. With this group there is an opportunity for brands because they are more likely to share their views with others and will promote brands that share their high sense of responsibility.

Next, there are the Aspirationals, which make up a large portion of the developing nations which speaks to their underlying needs as consumers. 53% of China and 42% of India, both higher when compared to developed nations, make up this section. This group has a high focus on material goods but also have aspirations to be more sustainable with what they buy and what they believe. They are highly influenced by brand image and place importance on impression - this manifests in their social media use. Along with that, this group longs to be

connected and would purchase more sustainable goods if it helped them become more connected with particular groups.

Following the Aspirationals are the Practicals, a group whose product choice is driven by proven performance and mainstream use. China and India fall right in the middle ground of this section, occupying 30% each. The consumers in this group are more skeptical when it comes to making purchases and need to be convinced, but will not go out and seek new information on sustainability. There is not an adversity to sustainable living among this group, just a lack of motivation and purpose to do so.

Finally, the Indifferents are composed of consumers that are least likely to make changes and engage with sustainable developments. This group moves off word of mouth from trusted people and sources and are quicker to respond to labels and facts. They are more on the pessimistic side, believing there is not much a consumer can do to change the world of sustainability, placing more responsibility in businesses and governments. China is made up of the least amount of Indifferents, made up of 10% and India is slightly larger at 12% of the population.

With each new type of consumer, clearly different values and needs are evident.

However, when examined as whole society, these consumer types are understood to be more alike. Studying these groups individually can help businesses to decide where the greatest opportunity and potential lies. On the contrary, however, understanding how these segments work in a larger scale will eventually lead to a more widespread and effective approach.

NEEDS, VALUES AND INFLUENCERS Consumers are influenced by many factors, both controlled and uncontrolled, and developing nations work the same way as the rest of the world. There truly is a market here to be studied and watched by businesses because just 4.5 billion low income people in these countries make up $5 trillion a year of consumption [18]​ ​ . Basic needs are generally at the top of what people spend on but they are are value conscious consumers as well. Most of the money spent across all income levels in the developing nations is on food & beverage and clothing & footwear. Though there are also some slight differences across income levels. The higher the income generally results in more money spent on transportation and “others” while lower income homes spend over half on food. However, across all segments, these value conscious consumers shop not just for what they need, but will pay more for goods and services that they feel improve their lives.

This is a subjective factor that can be used for or against the effect of over consumption. In order to understand how to make this a positive effect on the sustainability of consumption, the values and influences of consumer spending need to be understood.

There are three aspects that need to be understood about consumer values and spending habits when it comes to creating a sustainable future. These aspects include understanding what characteristics a sustainable product or service must have to make a consumer invest in it, where consumers place their happiness (and to what degree) and if they

view sustainability as an individual or shared responsibility [3]​ ​ . The developing nations responded to these values very optimistically.

Firstly, when shopping sustainably, the consumer wanted three key things - they wanted a better understanding of how products are sustainable, to be able to see immediate benefits of their sustainability choice and to feel more connected to the community.

Secondly, when measuring their happiness studies show that many would give part of their income in order to spend more time with people or projects they cared about. However, almost contradicting this, consumers in developing countries ranked highest among nations in the fact that they believe having material goods is a substantial source of their happiness.

Thirdly, developing nations responded equally to thinking that individuals should be responsible for making sustainable decisions as much as they feel a sense of responsibility to their communities.

Due to these results, a few things are made clear about where these consumers place value. They value working collectively and as a community as much as they feel it is their individual responsibility to help the group or society. In addition to this, consumers want instant gratification from their efforts to be sustainable. This can be attributed to the fast paced and technology driven society that influences the consumers. Social media has an interesting effect on this thinking because many are used to having immediate responses from the internet, and because of this businesses and even social movements must lend themselves to this quick thinking, consumer with a shorter attention span.

RELIGIOUS INFLUENCES Previously stated, this analysis focuses on the developing nations specific to Southeast Asia and India because they are closely connected consumers. Not only are they connected through social media and technology, but also through their dominating religions. What is interesting, is how the religions most prevalent in these regions share commonalities with the previously stated consumer values and spending habits.

Dominating India, Hinduism is practiced by about 80% of the population, followed by Islam at 13% of the population [7]​ ​ . Hinduism dominates this culture through tradition and many schools of thought. Throughout the religion many teachings follow the overall idea of practicing dharma - or the right way of living. There is also an overall theme of experience and lifestyle that is reached through practice. While there are many gods and goddesses, there is an ultimate Supreme Being but surrounded by many ways of worship. With Hinduism comes a sense of freedom and individuality of practice built within the four pillars of the religion: Dharma, Samsara, Karma and Moksha. These four pillars institute a path of reaching the divine spirit through following a code of conduct that are realized through actions in life to determine one’s life cycle. Through rebirth and reincarnation, the one’s who follow the right way of living will move up the caste system and into a wider consciousness.

Caste systems are important to understand when looking at Indian society as a whole. In modern times, these systems remain more important and in tact in rural communities while more developed cities don’t place as much importance on caste affiliation. Rural cities in India are not yet moving into the developing demographic but will soon take on more elements of development as the rest of the country does. Since these people have a stronger focus on

systems and status, this will be an important determining factor of their spending once they move into a more contributing level of society. While not yet a piece of the developing and industrialized cities, these rural areas provide an important dynamic to be observed and understood about status and how to market to that.

Another religion that examines ideas of rebirth, status and enlightenment is Buddhism.

Majority of Buddhism followers are found in Northern India, Southeast Asia, and most of China followed until Communist ideology took over the region. Within the faith, there are many schools of thought but rooted in all of them is the absence of caste systems. Along with the lack of a social system, Buddhist teachings follow ideas of honesty, selflessness, and moral living which, if followed and practiced, can lead to a life of enlightenment. Three key practices to understand from Buddhism are known as sila-samadhi-panna and are extremely interconnected ways of thinking and living. These practices involve understanding human needs and desires and how to differentiate the two, mindfulness and wisdom. The first and the last are important measures to study when examining class and business. Determining the difference between our needs and desires, also known as renunciation, can change the way consumers see social levels and class. This opens up arenas for cleaner and simpler living. Along with this, wisdom, when applied correctly and free of greed, can be implemented in business and larger operations where consumers place their trust.

Between the two dominating religions of these developing nations, we can see clear similarities. The emphasis on living the right way to reach nirvana, interconnectivity to communities and moving through systems are much different than western philosophies and much more rooted in the cultures on a social level.

EAST VS WEST Comparing eastern and western societies can be seen as comparing developing to developed nations. There are key differences in these societies as a whole but as these developing nations come to the forefront of consumerism, these differences are manifesting in the way individuals shop. To understand the reason people in these nations consume, we must understand the ways they think and what drives their cognitive process. Some differences in the easts’ and west’s thinking are the ideas of collectivism and individualism​ [6]​. These ideologies are rooted deeply in the specific regions associated with developing and developed nations and these deep roots can run all the way back to the birth of their social environments. Through studies, marketers can understand more clearly how subtle differences in cultural mindsets stem from ancestry, geography and origins of culture.

In many cases, Western mindset is adopted as a norm for all of societies, across all nations. This stems in part from psychological studies of people and many statistics gathered from dominantly western studies of dominantly western populations are applied worldwide.

Naturally, this poses issues and gaps when trying to reach new demographics through means of marketing. Mistakes are to be found if cultures assume their findings can be applied to all because human nature is the same. For the means of this paper, it is important to look at the key differences of individualistic versus collectivist schools of thought. Western societies, generally, gravitate to more individualistic thinking. Individualistic thinkers are more inclined to value personal success and higher self-esteem over the success of a group while collectivist thinkers value the opposite. Majority of collectivist thinking is found in Eastern societies and they place a higher value on group achievements and also think in a more rounded and holistic manner. This means that they are more likely to examine the context of situations and accept

that all are not the same rather than focusing on single, problematic factors and assuming they are unchanging.

Valuing a group and the full context of any given situation is an important understanding of collectivist societies and it can clearly be tied back to the very foundations of these cultures their religions. Since cognitive profiles of populations can be traced back to their founding ideas, looking at how both types of cultures were founded is another important factor. Why do Western thinkers show higher levels of individualistic thought? This can be attributed to the founding philosophies of freedom, independence and conquest clearly seen in the foundation of the United States. The founding philosophies of Eastern cultures - Buddhism, Hinduism, Taoism all have a higher emphasis on unity and community. As cultures move through generations, these cognitive profiles can change, especially while moving away from the rural societies.

However, it seems these ideas are almost imbedded to some degree even in the newer generations. For example, studies show that even today, the populations of developing countries feel a higher responsibility to their community to live and consume sustainably​ [3]​.

On the contrary, these populations feel an equal amount of individual responsibility, meaning they feel it is their personal duty to take care of themselves sustainably. This split in thinking can be explained by

the shift in globalization and the merging of eastern and western schools of thought. Technology aids this merger and can explain even slight differences in thinking between generations. The newer and younger generations place as much importance, if not more, on technology and social media connections as our main source of information. Technology came into our lives swiftly and quickly, showing an 82% growth in internet users since 2012 (1.7 billion people) and and 88% increase of social media users (1.3 billion people) - all in the last five years. Within Asia in the last year alone, there has been a 25% increase in social media users [11]​ ​ .

Technology and social media allow consumers to build networks with others and have almost become a new basic need for humans. Even impoverished demographics have access to technology through cell phones in order to have access to information and stronger connectivity to their communities. Examining the developing populations and their basic human needs are likely to adapt according to the growth in technology. Having foundations of unity and connectivity at the basis of their societies is a clear indicator of how the interconnectivity of the internet will become a factor in their top basic needs.

HIERARCHY OF NEEDS Abraham Maslow defined these basic needs of human function in a pyramid and called it the Hierarchy of Needs. In this pyramid, he ranks basic human needs from lower level needs to higher levels. The idea is that a person must fulfill the lower level needs - physiological, safety, belongingness - before they can continue to fulfill the higher level needs, eventually reaching self-actualization [14]​ ​ . This pyramid has been an integral part of our understanding of people and how to market and sell to the consumer. However, this is one of those theories that was conducted for and by western societies and accepted as the norm for all. Clearly, the

foundations of eastern and western societies are different so this hierarchy of needs should be adopted and understood to fit the eastern societies as well. The pyramid for these societies and their developing nations has the same base needs, physiological and safety, but the differences lie at the top of the pyramid. Instead of self-actualisation, the top human need for Asian society is status [13]​ ​ . This makes sense as we have come to an understanding of how the founding philosophies are rooted in community and connectivity, the translates into a top tier basic need that prioritizes social relationships. The middle of the Asian-tailored hierarchy of needs include affiliation and admiration, complementary to the West’s need for belonging and prestige. The complete pyramids speak to the higher ideas of the individualistic and collectivist societies between and west and the east. As technologies and social media become more innovative and interconnected in our lives, we can analyze how the growing dependence will lend itself to the top tiers of needs.

Specific to the developing nation in Southeast Asia and India, technology and social media is continuing to grow as a main source of trust. According to the GlobeScan and

Sustainability report [3]​ ​ , 22% of the developing countries’ population trust social media as a source for product and brand knowledge, specifically regarding sustainability. This ranked higher than other sources of trust such as sustainability reports and organizational endorsements. The report also shows that these countries displayed a significantly higher motivation than developed nations to buy based off brand, 37 percent to the developed nations’ 17 percent. These statistics are important for marketers to understand because it speaks to the fact that these nations are more motivated to buy due to brand and community affiliation and what level of status and connectivity that brings them. This ties back to their fundamental hierarchy of needs.

MARKETING STRATEGIES In the changing environment of retail and consumption, marketers need to have a strong understanding of what shapes the consumer’s decisions. Understanding not only the consumer and social environments but also the evolutionary psychology that influences and manifests in their consumption habits is key.

First, evolutionary psychology is an explanation for many consumption phenomena based off the innate needs discussed previously. EP also provides two theories of explanations for consumer behavior - proximate and ultimate [17]​ ​ .

Proximate explanations revolve around the mechanistic description of how something operates. Ultimate explanations deal with the bigger picture - the question of why. Simon Sinek explains how companies can use these explanations as marketing techniques through his

development of the golden circle [16]​ ​ . In the middle of the circle is ‘why’ and it works it way out through ‘how’ and ‘what. When Sinek introduced this idea, he explains that people “don’t buy what you do, they buy why you do it” and this was true in one of the world’s largest companies Apple.

Companies must start their marketing strategies with their purpose, what drives them to create a product and then explain how they design and create and finally introduce what they are actually selling. This idea has foundations in EP and uses a combination of proximate and ultimate explanations to reach the consumer. These ideas are ultimately traced back to our evolution in cognitive processing around consumption.

Next, understanding the social environments of the consumer and what they value. The environments of retail and consumerism is changing, and we can see a clear change in the developing countries. With their growing size and purchasing power, we understand that their impact will be great. We also understand that in the retail and consumer sectors we are seeing major shifts, both in demographics and behavior. Demographics are shifting younger, about 30% of China in 2014​ [10]​ was the millennial generation so the dynamic behavior of this group should be understood. This consumer is driven by emphasis on experience and connectivity through social media. Though personal consumption levels and disposable incomes are expected to rise, there is still a focus on these developing nations of wanting to purchase and live sustainably, 82% of people believe it is their responsibility to society [3]​ ​ .

The key lies in the marketing. Techniques to curb consumption such as cyclical business systems and stressing the reuse of products are definitely important for environmental reasons.

These techniques will also need to be implemented into every part of the consumer experience in order to halt the environmental impact. However, it is unexpected that consumers will simply stop doing what comes so naturally to them - acquiring goods. Where consumption can be made sustainable is how it is perceived by the growing demographics of consumers. Looking at what we know about these consumers gives insights into what is important to them and the underlying reasons of why they shop in the way they do. While the amount of goods they acquire bring them happiness, so do ideas of community and connectivity through means of social media. The developing nations are more likely to connect and share than any other country, 29% saying they share on social media at least once a day [3]​ ​ . Businesses already see this as an opportunity to connect with the audience, but how about connecting with other businesses.

Developing nation populations also want to have it all - happiness from family connectivity as well as acquisition of goods. We know that developing nations value this connection which can translate into collaboration for businesses. The PwC report states that ‘coopetition’ is an evolving business opportunity that opens venues of communication and collaboration between industry competitors to create a ‘win-win’ solution. Instead of companies working against each other, coopetition creates a space for companies to work together to pull resources and have a mutual gain. This can be seen in a lot in the tech industry through open-sourcing, which allows ideas to be free for others to build on and this has provided quick change and innovation. There is a possible correlation between the open communication of tech brands and the innovative products they produce to their desirability.

Finally, the importance of brand image and status in society - the top of their hierarchy of needs. These nations place a high level of their happiness and satisfaction in products based off the brand, and what owning that brand does for their place in society. In particular to the fashion industry, the developing nations are seeing a boom in the consumption of fast fashion when compared to the rest of the world. Even more so, these consumers perceive fast fashion brands as more premium than the rest of the world, aspiring to keep up all the new styles produced from retailers like Zara and H&M. This can be seen in pure sales volume. When Zara opened its first store in Ho Chi Minh, the first day's’ total was around USD$246,000 [15]​ ​ . Growing local brands are also adopting similar philosophies of fast fashion and compete closely with these brands on image and desirability. Instead of creating a competition culture between international and local brands - the similar brand imaging could be made into an opportunity. This opportunity could be implementation of coopetition between the two. In turn, the result could be a business structure that is more localized even for the big fast fashion brands. By working closer with local brands, the values of customers can be more closely met and in turn more trust for the companies involved could be gained. Gaining that trust is important in order to make a change in the way people shop, and the steps to gain it lie in social media outreach, how that outreach raises a consumer's status and in turn influences their decisions towards society.

Looking back into the growing consumer demographics, honing in on the values of the consumers is imperative. The Aspirational and Practical markets make up the majority of these new sustainable consumers and therefore present a large opportunity for both local and global brands alike. By focusing marketing techniques towards these two groups, there is a balance between consumers who aspire to be more conscious in their consumption while keeping up their image and status and those who are slightly more skeptical and need proven performance.

Merging these consumers and the local and global businesses, the developing countries can hit right in the middle of both of these ideas. The global businesses have the image and the local businesses have the same values of community as the consumer. By optimising what these specific consumers trust - social media and collective & collaborative thinking, businesses in these growing nations can direct their efforts towards sustainability to a large and malleable consumer base. Understanding - and working with - the human psyche unique to these nations, marketing efforts based off basic needs, status, and social media could potentially have a great effect on the future spending habits of the emerging consumer in the developing nations.

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