The right channels of influence to stimulate ecoresponsibility among young people
Case study: Media & Consumption
Need
To reinforce its awareness-raising actions among 6-18 year-olds, a customer wanted to identify the influential stakeholders in the day-to-day lives of this generation. Our objective? Pinpoint these intermediaries to build eco-responsible strategies.
Approach
The approach revolves around exploring young people’s touchpoints, analyzing the influence of key stakeholders and developing a tailored engagement strategy.
Impact
The study made it possible to target the most influential intermediaries that could help foster environmental awareness among young people, by rethinking the approach so as to optimize the means of action.
Revealing the levers of influence among young people, step by step
Understanding the world of young people
By delving into the daily lives of 6-18 year-olds, this qualitative exploratory phase identifies touchpoints and groups them into main families of stakeholders. This global vision sheds light on the interactions that shape their habits, and guides the rest of the project.
Define which stakeholders to target first
A quantitative survey to rank stakeholders according to their level and nature of influence, and thus highlight the most effective levers for engaging young people. This key step enables to direct our efforts where they will have the greatest impact.
Refining strategy for greater impact
In-depth qualitative processes resulted in a strengthened communication and engagement strategy aimed at priority stakeholders. The aim: to better address this specific 6-18 year-old age group, support their initiatives, and guarantee an in-depth, concrete and measurable impact.
A study with a wealth of insights that confirmed certain intuitions, while revealing unexpected and valuable information, and thus helped refine strategic orientations and make the right choices.
Isabelle Trevilly
Ifop Marketing
Voices that inspire young people to action
Following the study, the client was able to identify the most relevant stakeholders to focus on for engaging young people on environmental issues, adjusting tone of voice and channels according to age and context of influence. The benefits? Optimized allocation of resources.
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