Emily D'Ath

Over the weekend I managed to visit the Eco Design Fair at Jiashan Market in Shanghai. It was, as expected, a fair full of the usual organic eco-products. Handmade beanies, bamboo baby forks, organic honey etc. etc. I couldn’t help but be slightly disappointed at the standard of the stalls, but was relieved when I finally found what I had come to see.

Enovate (a Shanghai-based insights and design agency) and Ogilvy Earth (the sustainability arm within the Ogilvy & Mather group) were showcasing their “Bridging the Green Gap” research at the Fair. The in-depth qualitative study dives deeply into Chinese perceptions and measures actual behaviour towards environmental sustainability and consumption practices in China. Check out the clip below to get an idea of the scale of the study.

A detailed report of the findings of the research is not yet complete, but a few interesting snippets and quotes were shared.

In relation to Consumer Goods – the research found:

The trash disposal habits of families makes them unconscious of the recycling process and how products actually break down. For these reasons we also observed during our co-shopping activity that they don’t give value to eco-design packaging.

As one informant responded:

“I’m attracted to the shape and colour of the packaging. Why should I pay attention to how it will be disposed?”

In relation to Gifts – the research found:

We were struck by the amount of material and useless gifts filling up the homes of our informants. The gifts come from companies, weddings and other formal occasions. The situation is even worse with people affiliated with the government.

Another informant responded:

“I don’t even know where this gift came from and why it’s here”

There is obviously some very valuable data to come out of this research but where to next? How can this data be used to influence the design of consumer products? How do these perceptions compare with a Western country? What consumer behaviours are cultural? For instance, the importance of gift giving is a significant cultural approach to relationship building and status, especially with government.

As with any good piece of research it is the practical implications that make it great. Ogilvy Earth would ideally be using this research to influence and inform their client’s corporate social responsibility activities and in China this would have to include government collaboration and consultation.