Upcoming Event: Sustainability - "Between Lip Service and True Actions," A Study Exploring American and German Consumer Psychology
August 17, 2011 6:00 - 9:00 p.m.
K&L Gates - San Francisco Office
Four Embarcadero Center, Suite 1200
San Francisco, CA 94111
Center, Suite 1200
San Francisco, CA 94111
SPONSORS: German American Business Association, Rheingold International, and K&L Gates
PROGRAM:
As an international research firm, Rheingold is often asked to help clients provide insights to psychologically translate their marketing campaigns to other countries. One of the biggest obstacles is to effectively reach consumers with a different cultural background, particularly when trying to transfer successful concepts to various countries. Rheingold’s research exemplifies the differences between the American and German culture that impact, in this case, sustainability considerations. The insights presented will help understand the marketing strategic pitfalls and success factors.
Rheingold explored current sustainability considerations in 40 2h 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.
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?
Cost:
$15 Members, $25 Non-Members, $35 At the door.
For additional details and to attend, please click here.
