'Gum Droppers' Segmentation Study

‘GUM DROPPERS’ SEGMENTATION STUDY Stage 1 R E S E A R C H D E B R I E F January 29th 2004

The Marketing Works 01280 823008 OBJECTIVES STAGE ONE

Overall Research Objective:

To understand the attitudes and behaviours of gum droppers and to identify how their attitudes segment, in order to develop messages that will change their behaviour

The Marketing Works 01280 823008 A WORD ABOUT THE SAMPLE

• Recruitment was difficult in all three geographies: – some gum chewers were offended about being asked whether they dropped their gum – children were the easiest to recruit (although some parents were in denial about their children’s habits) – men were easier to recruit than women (and some women having been recruited cancelled because of concerns about what others would think of them) – the older sample were more difficult to recruit than the younger adults • There was no perceived difference between Regular gum droppers and Occasional gum droppers except that their consumption of gum was heavy or light. Their disposal methods were the same irrespective of how often they were consuming gum

The Marketing Works 01280 823008 METHOD & SAMPLE

• 7 Focus groups were conducted with men and women between the ages of 19-55. Half were BC1 and half were C2D • 4 Quads were conducted with children between the ages of 12-17 • All were chewing gum once a fortnight or more and had to agree that they regularly or occasionally dropped gum • Quotes throughout the report are colour coded as follows: – Women in red –Men in blue – Children in green, boys underlined • The research was conducted in Langley/Slough, Sutton Coldfield and Timperley in January 2004 • All groups were moderated by Simon Strutt and Carolyn Bird of The Marketing Works

The Marketing Works 01280 823008 CONTENTS

Why do they chew gum?

What is the image of gum chewing? How do they feel about disposal methods? The barriers to correct disposal

So how bad is dropping gum?

Disposal solutions

Segmentation

Next steps

The Marketing Works 01280 823008 MAIN FINDINGS: THE APPEAL OF CHEWING GUM

The Marketing Works 01280 823008 THE APPEAL OF CHEWING GUM

• There were many reasons why consumers chewed gum, and several brands were mentioned; Wrigley’s Extra, Airwaves, Wrigley’s ‘sticks’, and Orbit were the most commonly mentioned. There were low level mentions of Dentene, PK, Stimorol and Colgate. • The ‘tablets’ were generally preferred to the sticks for ease of consumption. “If you’re driving you can pop a piece out, the other gum you’ve got to mess about” • Breath freshness was the most commonly mentioned benefit especially after eating or drinking. “I’m dealing with the public every time” “when you’re meeting girls” “when you’ve got bad breath” “there’s nothing worse than alcohol fumes, better a minty smell” For smokers, fresh breath was especially important. “Just so you don’t stink” “it takes away a bit of the smelly smoke smell” • Many smokers were also using gum to replace cigarettes, either to help give up or just to reduce the amount smoked. “It does take the craving away” “she gave up smoking and it was something else to constantly be putting in her mouth”

The Marketing Works 01280 823008 THE APPEAL OF CHEWING GUM

• For many it was a replacement for food or snacking. “It stops you eating at the wrong time” “substitute for chocolate” “it I don’t want to have a sweet or chocolate, it’s like a bit of a less guilty thing for me” For others though, chewing gum created hunger “I think it makes you hungry as well” “my stomach juices get going” • More general oral hygiene was a driver for others. “They say it’s the saliva helps the decay” “after you’ve just eaten something to get the food out of your teeth” “after chewing gum your teeth feel quite smooth again” • Aiding concentration especially at work or when driving was thought to be an advantage of chewing gum for some and several hinted at the oral gratification provided. “When I’m driving it does tend to wake me up a little bit” “when I’m working, chewing away it helps you concentrate” “you get focused into a job at work” • The act of chewing was thought to relieve boredom “it’s something to do” and to provide a feeling of relaxation “I think it’s a tension reliever” “it takes your mind off things” 8

The Marketing Works 01280 823008 THE APPEAL OF CHEWING GUM

• For a few the nice (strong) taste was the main appeal of chewing gum whilst for others, it was simply a habit. “I think I’m addicted to it” • The long lasting nature of gum contributed to a sense of value for money. “It lasts longer than sweets if you chew it” • For one or two, chewing gum helped to relieve a cold or alleviated a dry mouth “you don’t always want a drink of water”

DISPOSAL CLUES? “Chewing gum makes you feel clean” Personal hygiene very important, and a major driver for at least half the sample

The Marketing Works 01280 823008 THE UNIQUENESS OF CHEWING GUM

• Long lasting breath freshness was the unique appeal of chewing gum. “There’s absolutely nothing like it is there?” • Mints were cited as the closest replacement for the fresh breath benefit, chewy sweets were mentioned as chewing substitutes, whilst hard boiled sweets delivered the value of gum “because they last a long time” • If deprived of chewing gum, respondents said that they’d eat more sweets and chocolate “I’d eat all the time” smoke more, brush their teeth more often, chew their pens and nails (and suck a thumb) • But they would miss the convenience of chewing gum “you wouldn’t be able to brush your teeth everywhere” and the action of chewing. “You like something in your mouth don’t you?” “moving your jaws” Chewing gum uniquely delivers long lasting fresh breath without calories, AND provides all-round oral gratification

The Marketing Works 01280 823008 RATIONAL MOTIVATIONS FOR CHEWING GUM

MOST IMPORTANT: FRESH BREATH

THEN: REPLACEMENT FOR FOOD OR CIGARETTES

OTHERS: Oral hygiene Aids concentration

Relaxation Element of oral Relieves boredom gratification Habit

Taste 11

The Marketing Works 01280 823008 Value CHEWING GUM OCCASIONS

• There were very many different occasions during the day especially, when gum was chewed; when driving, at work and at school • It was less common in the evening especially at home, but there were mentions of on the way to the pub (in the pub) or at football. “If I was home in the evening with the family I wouldn’t even think of putting chewing gum in my mouth” • Gum consumption was largely beneficial when around other people. “It’s more when I’m out. I think it’s more of a point of fresh breath” “if I’m going out with my friends” • And although many were consuming in a solitary way, the sharing of gum was thought to be sociable. “I always pass it round” “you always say ‘do you want one’, it’s just being polite in a circle of friends”

DISPOSAL CLUES? Chewing gum enhances social acceptance

The Marketing Works 01280 823008 THE ACT OF CHEWING

• There were two main ways of chewing: – Discreetly – Playfully/obviously • Firstly most felt that it was inappropriate to chew noisily with an open mouth especially in public or in company. “It’s awful, I can’t stand it” “in work, I’m on reception, my boss wouldn’t like it if you were sat there chewing” “when you’re chewing it and a teacher sees you’re doing it and your flick it behind your teeth so when you open your mouth there’s nothing in your mouth” • Chewing in this way was something you would only do either when you were alone, with good friends perhaps showing off, or when you were a child. “Maybe when I was little…smack your lips together and get shouted at” “when you’re on your own you might chew differently, chew with your mouth open” “I think it stems from even just being at the tea table and ‘don’t eat with your mouth open’” “but if you’re with your own friends or whatever, your barriers go down” • Those who did chew inappropriately and in public were derided. “You see all the football managers doing it on the sidelines, chewing like that” 13 “it takes 65,000 to drown out the noise” The Marketing Works 01280 823008 THE ACT OF CHEWING

• However, when alone, many did admit to ‘playing’ with their gum, blowing bubbles, popping it, pushing their tongue through it, moving it from side to side and front to back. “I swirl it around my mouth as well and stick it under my tongue” “I pop it, not at work…but if I’m just walking down the street” “just roll it into a ball with your teeth and squash it out again” • But ‘everyday’ chewing, especially when in a social setting, was discrete, with the mouth closed, making no noise, so that it was difficult to tell that they were chewing

Well established socially DISPOSAL CLUES? acceptable norms for chewing

The Marketing Works 01280 823008 THE IMAGE OF GUM CHEWERS

• The stereotypical image of a gum chewer was generally younger rather than older and male more than female. Very young children weren’t thought to be chewers of gum. “I think most people chew gum except for really little kids. I wasn’t allowed chewing gum when I was little because I used to swallow it” Secondary school children rather than primary school kids were thought to be the main consumers. “They all want Hubba Bubba when you’re about 11 or 12” • Older people weren’t thought to be typical chewers of gum. “My mum and dad wouldn’t dream of having chewing gum” “I reckon old people don’t do it as much” “older people in my family I know don’t like chewing gum…they’re over 40 they just don’t like it”

CORE PERCEIVED TARGET AUDIENCE TEENAGERS & YOUNG ADULTS

The Marketing Works 01280 823008 THE IMAGE OF GUM CHEWERS

• There was felt to be an image associated with chewing gum. For a few this was a flattering image. “It’s like James Dean and John Wayne and that sort of people” • But for many more the imagery was broadly unattractive. “I think you associate it more with working class” “I think it looks unattractive…it looks common” “it looks slovenly, it looks uncouth” • Adults claimed not to be chewing for image reasons, but they imagined that children were. “It’s an image thing up to a certain age…then it’s a habit thing…yes” The children in our sample claimed not to be chewing for image reasons either. “Maybe it looks a bit cool for some geeky people.” However, a large number of respondents recognised the image factor, but were uncomfortable admitting it for themselves

The Marketing Works 01280 823008 THE IMAGE OF GUM CHEWERS

WHILST CHEWING GUM IS LARGELY DRIVEN BY RATIONAL MOTIVATION AND HABIT

THERE IS AN IMAGE ASSOCIATED WITH GUM CHEWERS

SMART AND OLDER PEOPLE WOULD BE LESS LIKELY TO DO IT

BUT HARD PEOPLE WITH ATTITUDE DO

SO HOW DO THEY DISPOSE OF THEIR GUM?

The Marketing Works 01280 823008 THE IMAGE OF GUM CHEWERS

THERE IS AN ELEMENT OF ‘COOL’ IN CHEWING GUM…

Reminds chewers of motivations for starting smoking

Connected with an ‘attitude’

Often a sociable/tribal activity

Perhaps disposal methods are part of the cool ritual - or could become a positive personal statement

The Marketing Works 01280 823008 DISPOSAL OF GUM

The Marketing Works 01280 823008 TRIGGERS TO DISPOSAL

THERE WERE THREE MAIN TRIGGERS TO DISPOSAL

LOSS OF LACK OF JAW ACHE TASTE ELASTICITY

In addition, there were situational factors (about to eat, drink, go into a meeting) The disposal urge was immediate

The Marketing Works 01280 823008 DISPOSAL OF GUM

Everyone in our sample was dropping or spitting out their gum routinely, and most were making occasional use of the bin. The disposal decision was very much driven by where they were and who they were with. “It depends on who is around and where you are” “if I’m with someone I don’t know very well I won’t just throw it on the floor” “if I was with a child I wouldn’t try and show them the bad ways I’ve got” “my mum and dad would go mad if they knew I just throw it”

• They would occasionally make use of a bin, but only under the right circumstances. “If I’m in work then obviously it will go in a bin” “if I’m at home I find a bin” “if I was in town or something and there was a bin nearby I’d put it in the bin” “if my boss was watching me” “if I was with an adult I’d probably be polite and put it in the bin” “when I go out for a fag, there’s a bin right outside, so it goes in the bin” • For some children, they were keen not to be seen doing the ‘right’ thing. “Some people might think that if they’re with a group of friends and they’re walking up to the bin to throw it away, some of their friends would probably laugh at them for it” 22

The Marketing Works 01280 823008 DISPOSAL OF GUM

For the majority of the time, they were spitting and dropping their gum. For many the decision to spit was driven by a desire not to have to touch their gum. “It gets stuck to your fingers, so I just spit it in the bin” “I wouldn’t touch it with my fingers” “if you’re rushing you wouldn’t bother with the bin, spit it on the floor” • Spitting out gum was especially prevalent from the car. “I like to keep the car tidy so it would go out of the window” “There is nowhere to put it in the car, that’s the problem” • They justified and excused their actions in a couple of main ways. “It’s easier than taking your hands off the wheel” “I wouldn’t do that at the lights…when I throw mine out of the car it’s on the motorway at 70-80 mph…at speed where nobody can catch me” • Apart from spitting out gum, dropping it on the floor was also common. “If I’m out I chuck it on the floor” “I’m not being funny but if you’re in the High Street there’s nowhere but to put it on the ground” “if no-one is watching me I’ll put it on the floor” Undesirable to touch used gum Driven by desire to clean up personal SEGMENTATION environment CLUES? 23 Lots of excuses The Marketing Works 01280 823008 DISPOSAL OF GUM

• Again they defended their dropping behaviour by saying that they chose ‘good’ places to drop their gum. “Its gone down the grid, nobody is going to stand in it” “I would never just throw it on the floor, into the trees or grass or bushes is better” • Kicking their gum was most common amongst the men in our sample, though not exclusively. “Sometimes I kick it, I do actually to get it away” For the men, they enjoyed the sporting aspect of kicking the gum. “Give it a good volley” “kick it…try and catch it on the back of your neck” “I try and kick it before it hits the ground. I try and always park in the same place so I can gauge how well I’m doing, if I’m improving or not” “try and kick it as far as you can” • A few men enjoyed aiming at a target. “I’m a bit of a villain, I see things as targets, trying to stick it on”

SEGMENTATION CLUES? Bravado, especially for some males

The Marketing Works 01280 823008 DISPOSAL OF GUM

• Some did sometimes wrap up their gum in a piece of tissue or scrap paper and then put it in a bin or a pocket. “I’ve been known to walk around with bits of tissues in my coat pockets with chewing gum in there that could have been there from a couple of days ago…remember not to use it to wipe my nose” “If I’m in someone’s house I would probably wrap it up and put it in my pocket” “If I’m at home I wrap it up in a bit of tissue paper, anything that I can find and put it in the bin” • The perceived problem with chewing gum wrapped in tissue in a pocket was mainly the risk that it would get forgotten and then go through the wash and end up damaging clothes • The decision about whether to wrap the gum before binning partly depended on the type of bin available. “I mean at home like the bathroom bin or the children’s bin, it’s into an unlined bin…I’d wrap it first” And for some at work, even if the bin was lined, it depended upon how it was emptied. They were keen to avoid chewing gum remnants inside the bin

The Marketing Works 01280 823008 DISPOSAL OF GUM

Other minority disposal methods included the following: • Swallowing it “I’ve even swallowed it in desperation before” • Ashtray/glass/toilet in pub • Back of bus seats, under seats/tables/desks, on walls “In the playground I stick it on the bannisters if you’re walking past some” “there’s some on the walls as well in the dinner hall” • In the fire/fireplace • On posters by the escalator in the underground • On the edge of the football pitch “I can’t in the middle of a match go ‘hold on a minute lads, I’m just going to go and find the nearest bin to put my chewing gum in, I’ll be back in 5 mins, do without me’…that’s what they’re doing when you see them gobbing”

They thought these were not correct disposal methods, but were fairly unconcerned

The Marketing Works 01280 823008 DISPOSAL OF GUM

• The influence of others was a major factor in the decision about where and when to dispose of chewing gum. And their behaviour varied accordingly. “You would probably spit it out in front of your friends, it would probably be a joke, but not a lad, a new boyfriend on the first date” “not in front of a bunch of girls” • Apart from the opposite sex, the vast majority were uncomfortable using incorrect disposal methods in front of authority figures, work colleagues, their parents or children or even strangers. “I’d be scared that some old woman would come up to me” “If people can see you doing it, that’s when you’re bothered” • And mainly they were concerned about how other people would see them and what would be thought of them. “I think it’s how people perceive you…they might take a dim view of you even though they’ve known you for years”

SEGMENTATION SELF IMAGE IS VERY IMPORTANT - CLUES? MAINTAINING A PUBLIC FACE 27

The Marketing Works 01280 823008 THE INCREASING IMPORTANCE OF SELF IMAGE

“No-one’s looking at you” THEN…

“What Not to Wear” Plastic surgery Body shape

Male cosmetics More extrovert Diet fads fashions Anorexia Exercise fads Body piercing Glamour in all media

NOW… “Look at me”

Gum has benefited from this change Gum disposal behaviour is also self conscious 28

The Marketing Works 01280 823008 HOW DO THEY FEEL ABOUT THE DISPOSAL METHODS FOR GUM?

• The largest number of responses to this bubble diagram reflected the need to dispose of the gum fast “this has lost its taste, get rid of it quick” • The next cluster of comments revolved around the fact that respondents were unfeeling about their actions. “I don’t care” “if I’m just talking I just do it while I’m talking” “just open the window and spit it out” • Then there were a number of responses featuring bravado. “Goal” “Good shot” “How far will it go” “got you” “Look at me I’m cool” “Sod anyone who gets in the way” • There were low level responses about what others might think if they were seen spitting out their gum. “No-one is looking I think I can get away with it” “I hope no-one is looking”

The Marketing Works 01280 823008 HOW DO THEY FEEL ABOUT THE DISPOSAL METHODS FOR GUM?

Most of the responses to this bubble diagram centred on the coincidence of there being a bin in just the right place and at just the right moment when they were thinking of disposing of their gum. “Here’s a bin I’ll use it” “what a shock, there’s a bin” “That’s handy” • While for others, putting gum in a bin was simply the right thing to do. “Keep Britain Tidy” “being sensible” “being good” “I won’t get shouted at as much as I would for just putting it on the floor” • Some felt that they would need to be pressurised into using the bin one way or another. “Somebody is watching me so I’ve got to put it in the bin”

The Marketing Works 01280 823008 HOW DO THEY FEEL ABOUT THE DISPOSAL METHODS FOR GUM?

• For the vast majority the comment here was “where shall I put it?” “Hmm, now what?” “Has anybody got some tissue paper” • The problem of having a piece of chewed chewing gum in the hand was picked up by others. “It’s very sticky. It’s stuck to my fingers now” • There were low level mentions for disposal without reprimand. “Is there someone watching?” “I need a discreet place to dispose of my gum”

The Marketing Works 01280 823008 HOW DO THEY FEEL ABOUT THE DISPOSAL METHODS FOR GUM?

• Many comments reflected respondents’ desire to drop their gum on the floor without being caught. “Hope I wasn’t seen” “no-one will notice” “is anyone looking” “act casual” “going to class, don’t want to get caught” • Again, many didn’t care about the consequences of their action. “I’m not bothered where it’s put” “I’m bored of it” “I’m in a hurry I will just throw it on the floor” SEGMENTATION • A few were happy to blame the system rather CLUES? than themselves. “What no bins?” “there’s nowhere else to put it” Little shame Widespread acceptance of dropping 32 The Marketing Works 01280 823008 BARRIERS TO THE CORRECT DISPOSAL OF GUM

• Virtually everyone was able to say what they regarded as the correct disposal of gum, with most opting for wrapping the gum in paper or foil before putting it in the bin. “We’re supposed to put it in paper so it doesn’t stick to the bag” Dropping it in the bin unwrapped was also mentioned by some • So although the vast majority knew how to dispose of gum in the right way “I think deep down every person who chews gum knows the right thing to do is to dispose of it correctly” virtually no-one was! • And they had a long list of excuses and reasons why not….

The Marketing Works 01280 823008 EXCUSES FOR INCORRECT DISPOSAL

They felt that there were no bins/not enough bins and certainly not in the right place for them at the moment of disposal. But when pushed, many did acknowledge that “if we’re all that bothered about it then we would hold onto it until we found a bin, we wouldn’t drop it. But it’s ease isn’t it, it’s so small”

They argued that they did not always have tissue/paper/foil to 3 MAIN hand at the moment of disposal. “In the old Wrigley’s days LINKED you’d have your foil” “you don’t always go out and think I must REASONS take a bit of tissue to wrap my chewing gum in”

Closely linked to the above reasons, was laziness. “It’s not caring really, not bothering…no consideration for others” “Even if you did have paper, it’s just like hard work so I just spit it out. Spitting it out is just easy” “we just don’t think”

The Marketing Works 01280 823008 EXCUSES/REASONS FOR INCORRECT DISPOSAL

Other reasons with fewer mentions included… • The difficulty of correct disposal when driving. “You can’t start fiddling when you’re driving” “you’re meant to hold the wheel” “it’s just so much easier to spit it out the window”

The Marketing Works 01280 823008 BARRIERS TO THE CORRECT DISPOSAL OF GUM

• The overwhelming need to get rid of the gum immediately. “You pull it out with your fingers and you don’t want it on your hands then, you want rid of it straight away” • And the fact that gum is just so very sticky. “It’s not something you can put in your pocket either is it? It will stick in your pocket” “even if you’ve got paper it would all seep out and get stuck to your pocket” • Adults imagined that school children were disposing incorrectly because of their desire not to conform/to rebel, although their desire for uninterrupted social inclusion was prevalent. “It’s not cool for them” Children were less inclined to agree. “When you’re with your friends, if there’s a bin over there you don’t want to go away from the group” “no- one really makes a big deal of how you get rid of it”

The Marketing Works 01280 823008 OTHER INFLUENCES ON DISPOSAL METHODS • The vast majority thought that it was dangerous to swallow gum, and some gave this as a reason why they didn’t dispose in this way. “I was told not to swallow it because it wraps around your heart” “it could kill you, my mum told me” “I was told it will clog your guts up” “it will grow inside you” “it sticks to your ribs” • For some there was simply no awareness that dropping gum was a problem. “As far as I know it doesn’t harm anything. It doesn’t damage the earth or whatever” “It’s not really harmful” • However, for most others there was some awareness of the consequences. “It stains, it’s like pebble dash” “they’ve got big areas in the shops, it’s all over the place, it’s disgusting” “I shouldn’t really because I know if I trod in it and it got on my shoes it would be ‘Oh’ - I would go mental” • And many had experienced first hand the consequences of incorrect disposal; gum in their hair, standing in it, sitting or kneeling in it and getting it on their hands from tables, chairs and desks. And despite a few putting their clothes in the freezer, most did acknowledge that removing gum was a difficult task

Little concern about consequences SEGMENTATION CLUES? Except for personal gross experiences 37

The Marketing Works 01280 823008 SO HOW BAD IS DROPPING GUM?

• In the context of other litter, dropping gum was thought to be worse than dropping apple cores/banana skins/lolly sticks because these sorts of items were regarded as ‘biodegradable’ • But gum wasn’t thought to be as bad as dog pooh or food because these were messy and smelly, or syringes or bottles which were regarded as dangerous, or cans, crisp packets or fast food packaging because they were large and visible and they could blow about. “I would throw things on the floor like apple cores or chewing gum but I wouldn’t throw something plastic or a crisp packet or a wrapper because I just think it’s bigger and I would walk with that home” “A crisp packet is really big, ruins the environment, you get caught easier” “the cans they blow at night and you can hear them going up and down the road” • Dropping gum was often compared to dropping cigarette ends. “There’s nowhere to put them…you can’t exactly put hot ash in the bin in case it caught fire” “you wouldn’t put a cig end in your pocket because it stinks” • However, gum was felt to be worse than cigarette ends with regard to germs and stickiness on the floor

The Marketing Works 01280 823008 SO HOW BAD IS DROPPING GUM?

• Overall dropping gum was thought to be broadly acceptable “because it’s so small I don’t feel as bad about it” “it’s not terrible” “it’s just chewing gum” • As litter goes, gum and cigarette ends were thought to be less visible than other kinds of litter “it’s out of sight out of mind” • Additionally gum was thought to be less ‘bad’ because it doesn’t blow about. “Chewing gum doesn’t go like all over the place, it just stays in one place” • Chewing gum as litter was only thought to have a negative impact when interacted with. “It’s only bad litter if somebody stands in it. If it sits in the place I’ve thrown it for the next 10 years…it’s not bad litter is it?” “it’s unacceptable to throw gum, to drop it where people can walk on it and sit on it” “it sticks to the bottom of your shoe…if someone stands in it…or you sit on some on a bus” • The vast majority of the sample claimed not to be dropping litter other than chewing gum (and cigarette ends). “I wouldn’t throw rubbish, I’d feel bad, really bad” “I wouldn’t drop litter, but I would drop gum”

The Marketing Works 01280 823008 SO HOW BAD IS DROPPING GUM?

• Chewing gum was not generally regarded as litter. “You don’t associate it with litter, it’s foodstuff” For a few it ‘became’ litter if it was wrapped in a piece of paper or foil • There was strong feeling that dropping gum was something which ‘everyone did’ and this served to make the act feel acceptable. “It seems to be more acceptable because more people actually do it, spit chewing gum on the floor or put a fag end on the floor” • Just a couple confessed in the groups to litter dropping (and the rest of the group reacted with horror). “I have on occasions thrown a whole bag full of empty wrappers out the window of the car, but only when it’s dark, and you’re going really fast, not on a major motorway” “the other day I bought a sandwich…I didn’t take my bag so I had the empty sandwich box and I just stuck it in a hedge”

The Marketing Works 01280 823008 SO HOW BAD IS DROPPING GUM?

• When compared with other anti-social behaviour, gum was thought to be at the most acceptable end of the spectrum. “It’s a minor thing” “loads of people do it” “I don’t think it’s offensive”

Graffiti

Dropping Gum Swearing Fighting Vandalism

Smoking Drunk/sick/in public Spitting Urinating in public + -

The Marketing Works 01280 823008 SO HOW BAD IS DROPPING GUM?

DROPPING GUM IS OK

SMALL DOESN’T BLOW AROUND NOT DANGEROUS

DOESN’T SMELL EVERYONE DOES IT IT’S NOT REALLY LITTER

BUT PERSONAL IMPACT CAUSES A PROBLEM ENVIRONMENTAL IMPACT MUCH LESS SO

The Marketing Works 01280 823008 DISPOSAL SOLUTIONS

The Marketing Works 01280 823008 AWARENESS OF EXISTING SCHEMES

• Awareness or knowledge of existing disposal schemes was very limited. There were low level mentions for the following: • Removing gum from handbags prior to entering a nightclub. “they even check your mouth sometimes…at a lot of places if you’re chewing gum they presume you’ve got pills on you or something” • Gum boards on lampposts (one had seen it on a ‘watchdog type’ programme) • Banned in schools. “I know my eldest son’s school the headmistress stands outside the gates, if they come along chewing gum she gets them to throw it in the bin” “detentions”. At one school the Headmaster had displayed clear bin bags of chewing gum gathered from the playground and under the desks, at assembly • In Leeds, one knew of on-the-spot fines for dropping litter • One respondent admired a gum target in America which was positioned at the top of the subway escalator and one knew of a scheme in Australia where used film boxes were utilised for gum and cigarette ends on the beaches

THE MAJORITY COULD NOT RECALL ANY 44

The Marketing Works 01280 823008 DISPOSAL SOLUTIONS - SPONTANEOUS SUGGESTIONS

• There were many suggestions for how to dispose of gum ‘correctly’ • The immediate reaction in many cases was ‘more bins’ although they would have to be in just the right places (outside chip shops, schools and newsagents) and be of the best design for gum spitters! “More bins, more open bins…but like really wide so you can just walk past and spit it in” “it’s the design of them, it’s got to be a big open funnel type thing to put your gum in” “you don’t want to get your hands sticky” • Others also suggested special bins designed just for gum. “A gum box for like throwing purposes” “if they had bins with Extra written all over it, people would actually know it’s a gum bin” • However, some did acknowledge that even an increase in the number of bins would be unlikely to change their behaviour. “Maybe it’s just where I work, but every day outside our office there’s two bins and you see kids or adults 10- 15 feet away just drop stuff, chuck stuff on the floor” “I think it would work for some people, but it wouldn’t solve it completely”

MORE BINS AUTOMATICALLY SUGGESTED - BUT ON FURTHER THOUGHT, NOT SEEN AS THE WHOLE ANSWER 45 The Marketing Works 01280 823008 DISPOSAL SOLUTIONS - SPONTANEOUS SUGGESTIONS • Changing the product itself was a very popular suggestion. Either making it biodegradable or non-sticky so that having dropped it on the floor, over time it would disappear or be easier to clear up • Or making it eventually dissolve in the mouth. “If you could make it so it did actually disappear, gradually getting smaller and smaller and disappear after about 30 minutes” “most things you put in your mouth disappear” • Many suggested packaging innovations to help encourage correct disposal of gum, with the most common request being small pieces of paper attached to the existing box or pack somehow. “What if they gave away like little pieces of greaseproof paper or something you could just wrap it in?” A couple suggested a Rizzler paper type solution and one suggested a resealable bag attached to the box • There was also the idea of creating a separate compartment within the gum packaging to dispose of the old gum. “Half your chewing gum and half empty so when you finished it you could put it in there and then dispose of it afterwards” • However, once again, not all were convinced that they would make use of this facility. “Once it’s become of no more use to them they don’t want to keep hold of it” “but then would people be bothered?” “you’re not going to put it in your pocket because it’s going to stick to your clothes” 46 The Marketing Works 01280 823008 DISPOSAL SOLUTIONS - SPONTANEOUS SUGGESTIONS

• Punitive action was recommended by some, including fines or banning gum completely. “Don’t sell it to the under 16’s” “you’d have to get the Government involved…you can catch AIDS from this…scare everyone” • The policing of fines was thought to be problematic; catching the culprits in the first place and then enforcing the fine once issued. “It’s unworkable” “it’s a waste of time” “but who is going to see it?” “it’s against your liberty rights” • Although a few did feel that the threat of a fine would act as a deterrent. “If I knew I was going to get a £50 fine if I got caught, it would probably make me think twice” “if it was an on-the-spot fine”

The Marketing Works 01280 823008 DISPOSAL SOLUTIONS - SPONTANEOUS SUGGESTIONS

• Educating the general public about the harmful effects of gum was a strong suggestion for some. “We don’t think it’s a problem, you need to educate people that it’s a problem” “I think the main thing is to actually tell people the consequences of dropping the gum, the damage it can do to the environment” • Advertising, billboards, leaflets, newspapers and the packaging itself were all suggested as a means of campaigning. “I’ve not seen an advert on telly for years for keeping Britain tidy” “something on the packets as well” “you could show people the cost of clearing up chewing gum”

The Marketing Works 01280 823008 DISPOSAL SOLUTIONS - SPONTANEOUS SUGGESTIONS

• A few thought that it was the manufacturer’s responsibility to clean up gum, by providing more road sweepers and cleaners (or perhaps the Wrigley’s rep could empty the gum bins when stocking the shelves was suggested by one!) • A very few suggested imposing a levy on chewing gum. “Even if they put 5p on a packet as a levy and that went towards the cleaning bill” although others then objected. “Why should we have to pay for other people?” • Another minority suggestion was gum targets, and this idea was most enthusiastically received by the men in our sample. “You’ve got to turn it into a game” “…Olympics” “something you can aim at…the motorist driving down the M25 at 70mph, if he hits that he could win a car or something” “it’s a challenge then, especially for kids” • And disposable ashtrays in pubs were thought to be a good idea for one or two “so people don’t have to clean out the ashtray, they just throw the whole thing in the bin” LARGE NUMBER OF IDEAS

DIFFERENT SOLUTIONS FOR DIFFERENT PEOPLE 49 The Marketing Works 01280 823008 DISPOSAL SOLUTIONS - PROMPTED SUGGESTIONS

• Of the three ideas presented the gum target idea was the least popular as it was thought to be unhygienic and unsightly. “Oh no, what if you got pushed into it…the lads would stick your hair in it…that is just a terrible idea, you’d have flies around it…unhygienic” “you might be touching someone else’s chewing gum and that would be vile” “more unsightly than being on the floor” “it’s like encouraging them to spit” “you’d have to have a rubber glove…all the germs walking around on that piece of chewing gum…ugh…all gobbed” “that’s THE disgusting…oh that’s gross” PROMINENT • A small minority thought that it might work because SIGHT OF THE it’s new. “You’d do it more at the beginning CHEWED because it’s a novelty” GUM WAS REVOLTING

The Marketing Works 01280 823008 DISPOSAL SOLUTIONS - PROMPTED SUGGESTIONS

• This idea was thought to be better because the gum would be hidden away. “It’s neater isn’t it?” “I think that would be fantastic” • However there were several perceived problems with this too. Firstly because the holes were so small, it was thought difficult to use in a hurry. “It looks too fiddly to get it in the hole” “if it makes it more difficult for you to put it in, you’re not going to do it.” Additionally some felt that they would not be bothered to use the ‘correct’ gum hole • Secondly, several were concerned about having to handle their spent gum. They would much prefer a bin that they could simply spit directly into. “The wide bins are the best because you can just walk past and spit in it” • Other barriers were that the bins would be likely to get vandalised and there wouldn’t be enough of them. “It would be kicked over within a couple of hours or ripped off the wall or smashed in…use it as a weapon”

TOO DIFFICULT TO USE 51

The Marketing Works 01280 823008 DISPOSAL SOLUTIONS - PROMPTED SUGGESTIONS

• The initial reaction to this idea was generally positive. “That’s quite nice” “it looks nice and it attracts you, gets your attention” • However, the look of the bin was a negative for others. “It’s a bit patronising, a bit stupid” “maybe in playgrounds” “at first it would work but then everyone would think I’ve seen it before…” • And once again the small size of the holes and the direct interaction with chewed gum posed a problem for many. “You’ve got to use your hands though…unless you’ve got a very good aim…I couldn’t get that in” • And because of this, it was imagined that users would stick their gum all over the bin itself

POSSIBLE TO APPEAL TO CHILDREN

The Marketing Works 01280 823008 DISPOSAL SOLUTIONS - CONCLUSIONS

MOST GUM LITTERERS DO NOT REGARD THIS AS IMPORTANT

However, they tend to be discrete about their mis-behaviour

Therefore their disposal depends upon the situation (especially where they are and who they’re with)

THEY WOULD LIKE A BETTER METHOD OF DISPOSAL THAT IT IS MORE SOCIALLY ACCEPTABLE

But it needs to be easy, quick and not messy for them

The Marketing Works 01280 823008 DISPOSAL SOLUTIONS - CONCLUSIONS

6 BROAD AREAS TO CONSIDER/DEVELOP FOR STAGE 2

COMPULSION PRODUCT PACKAGING /FINING MODIFICATION MODIFICATION

DEVELOP CAMPAIGN BIN DESIGN DISPOSAL MESSAGES INSTRUCTIONS

The Marketing Works 01280 823008 SEGMENTATION

The Marketing Works 01280 823008 TOWARDS A DISPOSAL SEGMENTATION

COMMON ATTITUDES It’s not very important Don’t want to be seen littering gum

ATTITUDES There’s no ideal (easy and guilt free) disposal method Disposal method depends on who you’re with and where you are SEGMENTED ATTITUDES Level of guilt

Fun potential (showing off) How revolting it is

Awareness of consequences 56

The Marketing Works 01280 823008 TOWARDS A DISPOSAL SEGMENTATION

• There was very little difference between actual disposal behaviour. All were dropping and spitting their gum routinely and most were using a bin occasionally under the right circumstances • However, attitudes towards their disposal behaviour did vary across the sample • The critical split was between: I feel guilty It doesn’t matter AND but still do it

• And each of these had shades of intensity which are likely to affect how they respond to messages about disposal

The Marketing Works 01280 823008 TOWARDS A DISPOSAL SEGMENTATION

Could become A bit guilty but not bothered but don’t enough to worry me understand what damage it does

I feel guilty It doesn’t matter but still chuck it

Cleanse my space Bravado Seriously revolted

The Marketing Works 01280 823008 TOWARDS A DISPOSAL SEGMENTATION

Bravado “What a shot” CORE SEGMENTS Not bothered “whatever” Guilt “I know it’s wrong, but…” Very guilty, slightly guilty

Seriously revolted “It’s gross”

OTHER Cleanse my space “Just get rid” SEGMENT Fashion and image conscious STRANDS “What problem?”

The Marketing Works 01280 823008 GENDER

GENDER WAS A KEY DISCRIMINATOR IN TERMS OF ATTITUDES AND CLAIMED BEHAVIOUR

Particularly at the extremes

Men expressed bravado Women expressed more about disposal more revulsion at the grossness happily of spent gum

The Marketing Works 01280 823008 CHILDREN

Boys: • Under 13, they still behave as children (not teenagers) • 16/17: – A fair bit of bravado – But also some guilt/effort to behave Girls: • Consistent attitudes across age range • Largely ‘whatever’ and ‘what’s the problem?’ • Didn't want social discourse interrupted • But easily revolted

The Marketing Works 01280 823008 AGE

The older groups expressed more guilt. Old fashioned values were in evidence

The younger were happier to display bravado. They were more concerned about image

The Marketing Works 01280 823008 NEXT STEPS

Agree segments for Stage 2

Develop disposal strategies/themes

Should we include product and packaging changes? Should compulsion/fining be included? Which other messages / disposal equipment should be tested?

Recruitment of stage 2 groups

Stage 2 fieldwork, analysis and debrief Stage 3 Quantification

The Marketing Works 01280 823008 ‘GUM DROPPERS’ SEGMENTATION STUDY Stage 2 R E S E A R C H D E B R I E F February 26th 2004

The Marketing Works 01280 823008 Overall Research Objective for Stages 1 & 2:

To understand the attitudes and behaviours of gum droppers and to identify how their attitudes segment, in order to develop messages that will change their behaviour

Specific Research Objective for Stage 2:

To validate the segments identified in Stage 1 and to test ways of persuading them to dispose of their gum responsibly in the future

The Marketing Works 01280 823008 METHOD & SAMPLE

• 8 Focus groups were conducted with men and women. 2 groups were carried out per segment, one younger (18-30) and one older (31-50.) Half were BC1 and half were C2D – 2 groups were conducted with the Excuses Excuses segment quotes in purple, older group underlined – 2 groups were conducted with the Bravado segment quotes in red, older group underlined – 2 groups were conducted with the Revolted segment quotes in blue, older group underlined – 2 groups were conducted with the Selfish Cleanser segment quotes in green, older group underlined • The research was conducted in Ruislip, Sutton Coldfield and Timperley in February 2004 • All groups were moderated by Simon Strutt and Carolyn Bird of The Marketing Works

The Marketing Works 01280 823008 CONTENTS

A review of the segments from Stage 1

The appeal of chewing gum

Disposal of gum

Consequences of incorrect disposal

Is gum litter?

Disposal solutions

Conclusions

Next steps

The Marketing Works 01280 823008 A REVIEW OF THE SEGMENTS FROM STAGE 1

The Marketing Works 01280 823008 Findings from Stage 1

WHERE DID THE SEGMENTS COME FROM?

• And each of these had shades of intensity which are likely to affect how they respond to messages about disposal

The Marketing Works 01280 823008 Findings from Stage 1 WHERE DID THE SEGMENTS COME FROM?

• Within the main attitudinal split, there were some sub-categories

Could become A bit guilty but not bothered but don’t enough to worry me understand what damage it does

I feel guilty It doesn’t matter but still chuck it

Cleanse my space Bravado Seriously revolted

• These were narrowed down to 5 main attitudinal segments 7

The Marketing Works 01280 823008 THE SEGMENTS EXCUSES EXCUSES • In Stage 2 the ‘Excuses Excuses’ segment were recruited to agree with the statement ‘I know it’s wrong to drop gum, but I do it discretely and hope no-one sees me’ • Two in each group smoked • They enjoyed mainstream TV programmes (Soaps, dramas, documentaries) as well as socialising, reading, walking, golf, swimming and football • Their guilt about dropping gum was evident both from the manner in which they went about disposal (discretely) and the way in which they excused their own behaviour. • They were very quick to say that everyone else was dropping gum too, and to blame the lack of bins for their habitual dropping and spitting

The Marketing Works 01280 823008 THE SEGMENTS

BRAVADO • The ‘Bravado’ segment were recruited to agree with the statement ‘It’s good fun spitting and kicking chewing gum after I’ve finished with it’ • Most of this segment were male • Everyone in the younger group smoked and 5 of the older group did too • They enjoyed comedy TV programmes (The Office, The Simpsons, Only Fools and Horses) as well as going to the pub, playing and watching football, socialising, taking their kids out and DIY • They all enjoyed not only spitting but also kicking their gum, a game which they created to be shared with their mates (younger segment) or simply to be individually challenging (older segment) • They were generally unconcerned about the consequences of dropping or kicking their gum (especially the younger segment) 9

The Marketing Works 01280 823008 THE SEGMENTS

• The ‘Revolted’ segment were recruited to agree REVOLTED with the statement ‘The idea of getting chewing gum stuck in your hair or on your clothes or shoes is disgusting’ • None of the older group smoked, whilst 3 of the younger group did • They enjoyed socialising, shopping and going to the pub and were a very sporty group of people; playing netball, football, squash, going to the gym and bike riding • Many had had first hand experience of getting chewing gum in their hair or on their clothes and shoes, and they felt very upset about the consequences of dropping or spitting chewing gum • Their disposal behaviour reflected this attitude, as they were the most concerned to drop their gum in places where others would not come into contact with it 10

The Marketing Works 01280 823008 THE SEGMENTS SELFISH • The ‘Selfish Cleanser’ segment were CLEANSER recruited to agree with the statement ‘When I’ve had enough of my gum I don’t want it anywhere near me. I just want to get rid of it’ • None of the older group smoked, whilst 6 of the younger group did • They enjoyed socialising, soaps and films as well as playing sport (hockey, gym, horse riding, football, swimming) and running football and rugby teams for children • Their desire to get rid of their gum quickly once they were finished with it lead to many of them preferring to spit the gum away, for reasons of speed and cleanliness • They were the most resistant to the idea of wrapping up their gum and keeping it on their person until they found a bin as they regarded this as unhygienic and potentially dirty 11

The Marketing Works 01280 823008 THE SEGMENTS: AN OVERVIEW

SELFISH CLEANSER

EXCUSES WHATEVER EXCUSES

BRAVADO REVOLTED

Some respondents displayed But the segments were broadly characteristics from another segment confirmed 12

The Marketing Works 01280 823008 MAIN FINDINGS: THE APPEAL OF CHEWING GUM

The Marketing Works 01280 823008 THE APPEAL OF CHEWING GUM

• As was the case in Stage One, chewing gum had wide appeal for our respondents • The ‘Selfish Cleanser’ segment were particularly interested in the fresh breath benefit along with taste and help to stop smoking. They were most commonly consuming gum after eating, drinking and smoking • The ‘Bravado’ segment were most motivated by the simple act of chewing. “Something to do with your mouth. It keeps you occupied” At work, in the car and before a football match were all common chewing occasions • The ‘Excuses Excuses’ segment enjoyed the fact that chewing gum was a good substitute for sweets, chocolate and biscuits, although some did acknowledge that chewing gum made them feel hungry • For the ‘Revolted’ segment, fresh breath and the ability to concentrate were thought to be the main appeal of chewing gum • Other reasons for chewing gum included to alleviate stress, instead of brushing teeth, habit and long-lasting value

The Marketing Works 01280 823008 Findings from Stage 1 RATIONAL MOTIVATIONS FOR CHEWING GUM

MOST IMPORTANT: FRESH BREATH

THEN: REPLACEMENT FOR FOOD OR CIGARETTES

OTHERS: Oral hygiene Aids concentration

Relaxation Element of oral Relieves boredom gratification Habit

Taste 15

The Marketing Works 01280 823008 Value DISPOSAL OF GUM

The Marketing Works 01280 823008 HOW DO THEY DISPOSE OF THEIR GUM?

• Firstly, the urge to dispose of gum was driven by loss of flavour, change in texture “it starts getting hard”, jaw ache/boredom and the desire to eat, drink or smoke • All segments agreed that the choice of disposal method depended on where they were and who they were with. “If you’re with your friends you don’t really care as much” “if I’m on my own I’m more likely to throw it on the floor…because I don’t like people to know I’m doing it” • The ‘Bravado’ segment were overwhelmingly spitting and kicking their gum in a demonstrative way. The younger group were enjoying impressing their mates “if you’re with your mates, you spit it out and kick it” “you might have a competition to see who can actually get it furthest” whilst the older group were much more likely to be disposing in a solitary yet dramatic way. “I either flick it or kick it like a football if I’m walking” “sometimes I flick it up and then I hit it”

The Marketing Works 01280 823008 HOW DO THEY DISPOSE OF THEIR GUM?

‘Bravado’ (continued) • If they weren’t disposing of it in a fun way, then they would typically simply spit their gum straight out, either from the car or when out and about. “If you’re just out in the street, you’d just spit it anywhere” • ‘Selfish Cleansers’ were throwing or spitting their gum sometimes onto the floor “I chuck it under the car” and sometimes in the bin. The main benefit of spitting out their gum was that they didn’t have to touch the gum itself “it’s sticky” “straight out” • The ‘Excuses Excuses’ were throwing their chewing gum onto the ground, but were the most careful to be discrete. “If I was with a guy, I’d do it while he wasn’t looking” “I do throw it on the floor, but in its wrapper” while a few were wrapping and binning “If I’ve got a tissue in my pocket”

The Marketing Works 01280 823008 HOW DO THEY DISPOSE OF THEIR GUM?

• The ‘Revolted’ were keenest on discrete and thoughtful disposal and often chose the grass verge, drain or gutter. “I’m putting it out of the way of where people normally walk hopefully” “down the nearest drain…in a bush or something” “you just sort of put it in your hand and roll it somewhere” • A few of the older segment did on occasions swallow their gum, but only as a last resort. “It’s only in a situation where I can’t throw it away or there’s no bins about and it does actually take a lot of concentration for me to swallow it” “I really have to pretend it’s something else and get loads of spit”

The Marketing Works 01280 823008 HOW DO THEY FEEL ABOUT THEIR DISPOSAL METHOD?

• The ‘Revolted’ admitted to feelings of guilty selfishness. “I think I launch mine for selfish reasons, I don’t want it to end up on me” “it’s guilt, but if truth be known I don’t really give it a second thought until it comes back and haunts me, when I get chewing gum on my foot I suppose” • The ‘Selfish Cleansers’ were largely driven by their need to get rid of their chewing gum quickly. “Sometimes when it has lost its flavour you think ‘ugh’ and you just have to spit it out straight away” • The ‘Excuses Excuses’ were keen to excuse their behaviour on the grounds that dropping and spitting gum was common place “I think it’s just the norm, you see chewing gum all over the place” but a few did concede that it was undesirable “you feel a bit dirty don’t you?” • The ‘Bravado’ segment gave their disposal act little thought and were unconcerned about their behaviour. “It’s a habit”

The Marketing Works 01280 823008 DISPOSAL BY SEGMENT

DOMINANT OVERRIDING FEELINGS SEGMENT DISPOSAL MECHANIC DEFENSIVE EXCUSES: EXCUSES •IT’S NOT MY FAULT EXCUSES DISCRETELY •WHAT ELSE CAN I DO? •EVERYONE DOES IT

OUT OF THE KEEP IT AWAY FROM REVOLTED WAY PEOPLE

SELFISH CLEANSER SPIT JUST GET RID

SPIT BRAVADO WHAT A LAUGH AND KICK

The Marketing Works 01280 823008 CONSEQUENCES OF INCORRECT DISPOSAL

The Marketing Works 01280 823008 THE CONSEQUENCES OF DROPPING OR SPITTING GUM • The majority of our sample did think that it was wrong to drop or spit gum with the exception of the young ‘Bravado’ segment “not really, if it’s on the floor” “just throw it in the kerb, no-one will step in it in the kerb or in the garden” • The ‘Selfish Cleanser’ segment were mainly concerned about the hygiene implications of improper disposal. “Whatever you’ve got in your mouth is going out with the gum” “it’s like spitting” “I wouldn’t be happy if it came near me” • The ‘Revolted’ segment were most appalled by the personal impact of gum on their shoes, clothes and hair. “It annoys me when you’re on a tram or something like that because I’ve had it on my clothes before…I put my skirt in the freezer” “it’s just a major inconvenience” • The ‘Excuses Excuses’ segment shared these views. “If you get it on your floor and you walk into your house and it’s stuck” “only when you sit on it”

The Marketing Works 01280 823008 HOW DO THEY FEEL ABOUT THE CONSEQUENCES OF IMPROPER DISPOSAL? Visual Impact • The ‘Bravado’ segment were largely not bothered and said that they didn’t notice it “it’s just part of the pavement” These views were shared by many of the younger respondents, irrespective of segment • The ‘Revolted’ segment were mainly annoyed and ashamed, although they were quick to say that it wasn’t their gum which was causing the problem. “Mine’s not made that much difference” • The ‘Selfish Cleanser’ segment were largely disgusted about how unsightly it looked “you might notice it and think it’s gross” and they were keen to avoid walking in it • The ‘Excuses Excuses’ thought that it would be costly to remove and they wondered “why hasn’t it been cleaned up?” “where’s the bin?” Of all the visualised consequences, this one caused the least concern for all segments 24

The Marketing Works 01280 823008 HOW DO THEY FEEL ABOUT THE CONSEQUENCES OF IMPROPER DISPOSAL? Gum in hair • All segments thought that this consequence was awful, with the ‘Excuses Excuses’ groups stating that this was the most terrible impact of disposing of chewing gum incorrectly “gutted” “absolutely devastated” “appalled” • Many wondered about how they were going to get the gum out, and the ‘Revolted’ in particular were anxious about having to cut it out of their hair. Several members of this segment had had first hand experience of chewing gum stuck in their hair or their children’s hair • The ‘Selfish Cleansers’ said that they would be livid if it ever happened to them. “I just think it’s the most disgusting thing in the world” • Some of the ‘Bravado’ segment were less concerned, partly at least because some had short hair, but mainly because they couldn’t imagine it happening. “I don’t think you’d really get it in your hair would 25

The Marketing Works 01280you?” 823008 “how did that get there?” HOW DO THEY FEEL ABOUT THE CONSEQUENCES OF IMPROPER DISPOSAL?

Gum on clothes/shoes • For the ‘Bravado’ segment this was the most terrible consequence of dropping or spitting gum, and they were most upset about chewing gum ruining their (expensive) jeans. “I’d be gutted about the jeans, but you’re not too concerned about the shoe” “dirty sods” • The ‘Excuses Excuses’ segment expressed annoyance and irritation with this consequence, and described removing the gum as a nuisance. However, they were quick to blame themselves rather than others “You’re so annoyed with yourself” • The ‘Revolted’ were less self-effacing and pointed out just how inconsiderate other people were. They described feeling dirty and disgusted • ‘Selfish Cleansers’ commented on the frustration and embarrassment of getting chewing gum on their clothes and shoes and were largely focussed on how to get it off “what can I wipe it off on?” 26

The Marketing Works 01280 823008 HOW DO THEY FEEL ABOUT THE CONSEQUENCES OF IMPROPER DISPOSAL?

Gum on hand • The ‘Revolted’ segment found this consequence the most appalling overall “disgusted because it’s been in someone else’s mouth…ugh” “it’d make me cringe” • The overwhelming response from the other 3 segments was also one of disgust and horror. “It’s like you’ve touched somebody else’s it’s been inside their mouth and I would be gagging” • The ‘Excuses Excuses’ thought that the act was particularly child- like and stated that there was no consideration of others, while the ‘Selfish Cleansers’ were concerned about the hygiene aspect “wash my hands immediately”

The Marketing Works 01280 823008 HOW DO THEY FEEL ABOUT THE CONSEQUENCES OF IMPROPER DISPOSAL?

Most affected by touching REVOLTED someone else's gum

Most affected by damage BRAVADO to their possession

EXCUSES EXCUSES Most upset and angry at personal impact SELFISH CLEANSER 28

The Marketing Works 01280 823008 ARE THE CONSEQUENCES WORRYING ENOUGH TO CAUSE A CHANGE IN BEHAVIOUR? • Overwhelmingly across all segments, the answer was NO • The ‘Bravado’ segment pointed out that they didn’t think dropping or spitting gum was a problem and they said that others thought this too. “I’ve been commented on how far I can spit it, but no-one has ever said ‘that’s dirty,disgusting’, no-one has challenged me about it” • The ‘Selfish Cleansers’ didn’t think that it was anti-social like smoking and they didn’t easily imagine these negative personal consequences happening to them. “It doesn’t effect the individual person” • Whilst the ‘Excuses Excuses’ were aware of the consequences of getting chewing gum on their clothes or shoes they blamed others rather than themselves “it’s not my bit, mine’s in the gutter” • And the ‘Revolted’ felt that there was no advertising or signage to suggest that they shouldn’t. “You’re not made aware that you’re doing it” • Only 2 older ‘Revolted’ and 2 younger ‘Excuses Excuses’ said that they’d change their behaviour

The Marketing Works 01280 823008 IS GUM LITTER?

The Marketing Works 01280 823008 IS GUM LITTER? • The vast majority of this selected sample did not think that dropping or spitting gum was the same as dropping litter for a variety of reasons: • Firstly, they did not drop litter. “I wouldn’t throw litter, but I would chewing gum” “I’m against dropping litter” • Secondly chewing gum was thought to be different to litter because of its size and colour. “It camouflages itself in the pavement, a sweet wrapper’s more colourful, you notice it more” “a can of coke is like more obvious isn’t it?” “it just gets trampled into the ground and then it’s gone, it’s not like a crisp packet” “it’s only small, not like dropping a Twix wrapper or a carton…it’s so little” “it’s discrete, it’s just a little ball, it’s not a chip wrapper…it’s different” • Thirdly, it was thought to be easy to hold on to litter until you found a bin, in a way that it was not when it came to gum. “It’s easier to take litter home isn’t it, you can’t take your gum home, you can’t put that in your pocket like you would a sweet wrapper”

The Marketing Works 01280 823008 IS GUM LITTER? • The food value of chewing gum was another reason why it was thought to be permissible to drop or spit it on the floor. “Like a food substance, it’s OK to put food on the floor” “it’s the same as a crisp or chip on the floor” • And like cigarette ends, many felt that there was simply nothing else they could do with their gum “you know you can’t dispose of it anywhere else”

The Marketing Works 01280 823008 IS GUM LITTER? • On the other hand, gum was thought to be worse than litter because of its stickiness. “It’s less noticeable, but it’s more of a menace isn’t it? It’s a sort of silent, deadly menace” “paper doesn’t stick to you” “if you get it on your shoe there’s nothing worse” “if you sit on a chewing gum on the bus you’d be really pissed off, if you sit on a wrapper you’re not going to be bothered” • And a few knew that chewing gum wasn’t biodegradable. “It’s not biodegradable, whereas apple cores are” • There was very low level admittance that perhaps gum was litter. “Someone else has got to clear it up” “it must cost the Council thousands of pounds just to get it up” • And some felt that once the gum was wrapped in paper, then it ‘became’ litter. “You’d automatically throw that away as litter” “even if you chucked it then, at least it’s sweep-upable. You know you’re not treading it into the pavement and costing the Council millions”

The Marketing Works 01280 823008 IS GUM LITTER?

Previous general litter research indicated that amongst a broader sample, gum is regarded as litter But this sample – of gum chewers who dispose of gum incorrectly – do not regard it as litter

They display denial that chewing gum is litter

The ‘reason’ is it’s small and insignificant, hard to carry, and there’s nothing else to do with it

They acknowledge it’s difficult to clean up

But they don’t care very much “it just kind of blends into the road” “you live with it though don’t you?”

The Marketing Works 01280 823008 SPITTING

The Marketing Works 01280 823008 HOW BAD IS SPITTING?

We explored the link between spitting and spitting out gum, as a possible theme to deter undesirable disposal • We first established whether spitting itself was regarded as ‘bad’ or not, and the overwhelming response was that spitting was disgusting, especially for women “Most lads when they go into the bathroom in the morning and they make all those horrible noises. Oh my God!” “it just turns my stomach, even watching the football and the way they do it with their nose…I think that’s just vile” “I think it’s minging” “you can hear them really revving it up” “you think ‘you dirty bastard’” • All the segments were concerned (spontaneously) about germs and many mentioned the possibility of spreading colds and perhaps worse diseases too “you can get AIDS if there’s enough saliva apparently” “spreading germs, T.B.” “bacteria, viruses, colds” “your mouth is the most filthiest part, yes” 36

The Marketing Works 01280 823008 HOW BAD IS SPITTING?

• Several of the men felt that there were certain circumstances when spitting was acceptable. When they had a cold for instance “sometimes you have to do it, if you’ve got a cold or flu or cough, you’ve got to cough loads of phlegm up” or when they were running or playing football “it all collects in the back of your throat when you’ve been running about on the football pitch” or because they were smokers “I do it when I’m running in the morning, I’m a smoker so sometimes I have to get rid of it” • For the younger Bravado segment, many said that they enjoyed spitting. “I think I’m cool when I spit” “I love spitting me, I love it, I do it all the time” and the other segments agreed that there were people who thought it was ‘tough’. “I think the young ones do it as a bit of an image thing, want to look tough and hard and all that” “it’s a lad thing” • One or two admitted to spitting when they were younger. “I were in Year 9 or something and we would have spitting competitions. I know it sounds really disgusting but we did” “then we’d have spitting fights” 37

The Marketing Works 01280 823008 IS SPITTING AND SPITTING OUT GUM THE SAME THING? • Spitting was felt to be much worse than spitting out gum. “Yuck, green mess, I’d avoid stepping in that over chewing gum. I’d rather step in chewing gum” • Part of the reason was that spitting out gum was more discrete and cleaner than spitting. “It’s not green, it’s not a big sound, it’s not a big delivery about it” and it wasn’t thought to contain the same amount of germs “it’s not from the bottom of your stomach” “gum only has a little bit of spit on it” “chewing gum you’re trying to make everything smell nicer and spitting and regurgitating certainly isn’t going to” • Additionally spitting out chewing gum felt purposeful. “Spitting gum is to get rid of something” “it’s like spitting out a pip” “one step down from that is a boiled sweet, you get half way through a boiled sweet, you chuck it, it’s not a great deal different from chewing gum” • Overall spitting and spitting gum just weren’t seen in the same light. “If you saw them spitting their gum out you wouldn’t think ‘Oh that’s awful’ whereas if you saw somebody spitting you’d think ‘no need to do that’”

The Marketing Works 01280 823008 COULD SPITTING AND SPITTING OUT GUM BE LINKED? • Only a few thought that spitting and spitting out gum were similar. “It’s the same thing really…you’re still throwing something out your mouth” “it’s exactly the same thing, but if you spit it dries up, if you spit chewing gum it stays” “I think gum is probably worse than spit because chewing gum collects all the stuff from your mouth” • However, many agreed that a link could be forced, to good effect. “Maybe they could show a person spitting and say ‘if you think this is wrong, why don’t you think this (spitting gum) is bad?’” “I suppose if you did an advert and it showed you spitting out gum and it was like someone spitting out a big greenie, that’s pretty bad isn’t it?”

SUGGESTS POTENTIAL TO HARNESS THE HORROR OF SPITTING

AND MAKE SPITTING GUM SEEM ANTI-SOCIAL

The Marketing Works 01280 823008 DISPOSAL SOLUTIONS

The Marketing Works 01280 823008 BARRIERS TO CORRECT DISPOSAL

• All acknowledged that the correct way to dispose of chewing gum was to wrap it and bin it or simply to bin it – However, the main barriers to correct disposal included the absence of a wrapper “in some of the new packets, there’s no paper in that is there?” – or even if there were a wrapper “you take your chewing gum out of the wrapper and then you bin your wrapper” – and several stated that there were not enough bins • For ‘Selfish Cleansers’ there was an aversion to keeping hold of their chewed chewing gum and a concern that correct disposal was not discreet enough. “In front of someone, taking it out of your mouth, putting it in a bit of paper…people are going to look at you and think ‘gross’” • The ‘Excuses Excuses’ were insistent that they weren’t encouraged to dispose in the correct way. “There’s nothing on the wrappers that I’ve noticed that says dispose of your chewing gum in a proper manner”

The Marketing Works 01280 823008 BARRIERS TO CORRECT DISPOSAL

• For the ‘Bravado’ segment, incorrect disposal was thought to be fun. “You do enjoy kicking it” Additionally the older segment were concerned about the anti-social aspect of disposing correctly. “It’s embarrassing to take it out, if you’ve got something horrible in your mouth like food, it’s the embarrassment factor, actually removing it from your mouth” • The ‘Revolted’ segment were seduced by the convenience of incorrect disposal “you just want to get rid of it immediately” and admitted that it was a well-established habit “chew, spit it out, chew, spit it out”

The Marketing Works 01280 823008 SPONTANEOUS DISPOSAL SOLUTIONS

• The younger ‘Bravado’ segment spontaneously suggested fun and interesting ways of disposing of their gum: a special suction machine, targets at Alton Towers, “Blackpool…teddy bears that you can spit your chewing gum into” sticks to put your gum onto “a multi-coloured chewing gum bush” a bin that makes a noise when you throw your gum into it, a ‘coin’ machine which you could watch the gum rolling down in. Overall they were agreed that “you need it to be fun to dispose of” • Other suggestions suggested by both the younger and older group were Rizzler papers on the packet “it’s cool to have Rizzler wrappers anyway, it could be a teenage icon thing” edible gum which dissolved, a packet with a separate compartment for used gum, an incentive or reward “imagine you got a penny for every bit of chewing gum you took back…kids would be chiselling it off the floor” fines “if there’s a big clamp-down” “chewing gum wardens” levying a special tax, banning it, getting the manufacturers to take responsibility and general education and awareness raising “I don’t think there’s a problem at all”

The Marketing Works 01280 823008 SPONTANEOUS DISPOSAL SOLUTIONS • The ‘Excuses Excuses’ segment had very many suggestions too; a cigarette style bin “stuck on every lamppost…a little bin like that, they’re not going to put a bomb in there” more advertising and encouragement to dispose correctly, individually wrapped gum, showing the consequences of gum in a child’s hair “with their child crying, that would upset me” on-the- spot fines and highlighting the potential to spread germs • They were keen on solutions that allowed them to dispose correctly such as a compartment in the box for used gum “then you’d just bin the whole lot” or Rizzler papers attached to the packet, although “they’d need to be big enough though wouldn’t they” • They did admit that even with the provision of wrappers or pieces of paper to wrap their gum in, they were still concerned about holding onto the wrapped gum until they found a bin. “I think it’s just finding some secure way of like carrying it around so it’s like an old sweet wrapper or something…other bits of litter you’re completely comfortable you’re not going to stick your hand in it or squash it or whatever”

The Marketing Works 01280 823008 SPONTANEOUS DISPOSAL SOLUTIONS

• The ‘Revolted’ segment suggested that gum should be biodegradable “so that even if you did drop it, it wasn’t going to be sticky any longer” or dissolvable so that it could be swallowed, or simply swallowing it as it is “you won’t die,” general education or campaigning, a message on the wrapper encouraging consumers to save their wrapper for later, designated bins, fines and a chewing gum tax to provide money for cleaning up • They also made suggestions about packaging including a box on the wall with greaseproof paper they could pull out, a little drawer in the bottom of the box “you can put your old chewies in and close it up” and a strong wrapper so that the gum wouldn’t ooze out. However they were concerned that if the pack was much bigger than at present then this would pose a problem. “If it was any bulkier than that I wouldn’t carry it around”

The Marketing Works 01280 823008 SPONTANEOUS DISPOSAL SOLUTIONS

• The ‘Selfish Cleanser’ segment were searching for places to put their gum other than on the floor, and suggested a bin for tables in pubs instead of an ashtray, putting it in an empty coke can or glass, special bins on lampposts, Rizzler papers or bag, a designer ‘pink glittery box’ for old gum or a chewing gum tin for used gum

MANY SUGGESTIONS MADE

THEY ARE KEEN TO FIND A WORKABLE SOLUTION

BUT IT HAS TO BE EASY AND DISCRETE

The Marketing Works 01280 823008 CAN WE CREATE A NEW DISPOSAL RITUAL? The groups were asked to suggest a new way of removing gum from their mouths which didn’t involve spitting or throwing – and was attractive and acceptable

They struggled because…

Chewed gum was fundamentally unattractive

They couldn’t imagine how removing something from their mouths could be pleasant to watch

THIS WAS ACROSS ALL SEGMENTS

The Marketing Works 01280 823008 CAN WE CREATE A NEW DISPOSAL RITUAL?

VERY FEW SPONTANEOUS SUGGESTIONS

TAKING GUM OUT OF YOUR MOUTH IS SERIOUSLY UNAPPEALING

You have Connotations of It looks It’s childish to touch it regurgitated food obvious

THE SOLUTION NEEDS TO BE DISCRETE - AND SPITTING INTO A TISSUE OR PIECE OF PAPER IS NOT REGARDED AS DISCRETE

The Marketing Works 01280 823008 CONCLUSIONS

The Marketing Works 01280 823008 SEGMENTS RECONSIDERED

What are the dominant attitudes?

WHATEVER EXCUSES SELFISH EXCUSES CLEANSER BRAVADO It doesn’t matter I feel guilty - but Disposing - not important - what else can I I’ve got to get of gum can no consequences do and anyway rid - out of my be fun I should worry everyone else space about does it

REVOLTED Plus a Conditional Attitude Revulsion For those who have had a bad The ‘Revolted’ often share and experience or can easily feelings of guilt with the disgust imagine the impact of gum ‘Excuses Excuses’

The ‘Revolted’ are still a relevant segment for communication themes 50

The Marketing Works 01280 823008 Findings from Stage 1 WHERE DID THE SEGMENTS COME FROM?

• Within the main attitudinal split, there were some sub-categories

Could become A bit guilty but not bothered but don’t enough to worry me understand what damage it does

I feel guilty It doesn’t matter but still chuck it

Cleanse my space Bravado Seriously revolted

• These were narrowed down to 5 main attitudinal segments 51

The Marketing Works 01280 823008 SEGMENTS RECONSIDERED

I feel a bit guilty but I still chuck it

EXCUSES REVOLTED SELFISH EXCUSES CLEANSER

They pass the blame Concerned about the Most worried about bigger picture their personal space Everyone else is doing it The consequences of How it affects them Where are the bins? dropping gum on the communal space Want their car/pocket to What am I supposed to The horror of be clean do with it? interacting with someone else's gum Lower level guilt Personal bad experiences 52

The Marketing Works 01280 823008 AGE AXIS

Less likely More to care likely to feel guilt

Less likely to feel guilt Less likely to generally parade bad behaviour in More likely to front of friends enjoy (conspicuous) fun

YOUNGER OLDER

The Marketing Works 01280 823008 THE SEGMENTS - LIKELIHOOD TO CHANGE BEHAVIOUR

BRAVADO

REVOLTED

WHATEVER EXCUSES EXCUSES SELFISH CLEANSER

LESS LIKELY MORE LIKELY

The Marketing Works 01280 823008 THE SEGMENTS

LIKELIHOOD SPONTANEOUS TO CHANGE WHY? SOLUTIONS BEHAVIOUR

Major change in Targets, fun bins, BRAVADO UNLIKELY attitude required Rizzler papers Change the MORE Harness their product, general REVOLTED LIKELY revulsion education Unlikely to Disposal change need to containers SELFISH cleanse their LESS LIKELY everywhere (pubs CLEANSER space - but could lampposts, harness their tidy handbags) instincts Packaging solutions, more EXCUSES MORE Harness their advertising, EXCUSES LIKELY guilt information on correct disposal and consequences 55

The Marketing Works 01280 823008 TOWARDS A CAMPAIGN SOLUTION

Across the segments, there is potential in several areas

a They denied dropping litter Encourage them to behave with gum as they do with litter

They were unaware of the b Explain and dramatise consequences of dropping gum

They found spitting disgusting c Connect spit with ‘launching’ They loved the ‘spit or swallow’ gum slogan

d They justify their unacceptable behaviour - everyone does it - I Burst the bubble and make them face the unacceptability of their drop it in an acceptable place - behaviour it’s only small

The Marketing Works 01280 823008 NEXT STEPS

Quantification

To quantify the segments To understand more about them (gender, age, life stage, internet access, media consumption, housing type) To gather postcode information for geodemographic analysis And relevant other information (e.g. recycling, dog ownership, smoking etc)

Design Quantitative Questionnaire Stage 3 Fieldwork

Stage 3 Debrief 58

The Marketing Works 01280 823008 ‘GUM DROPPERS’ SEGMENTATION STUDY Stage 3 Q U A N T I T A T I V E D E B R I E F

The Marketing Works 01280 823008 CONTENTS

Objectives

Methodology

Findings - segmentation quantified - behaviour in detail - demographics of the segments

Conclusions

The Marketing Works 01280 823008 OVERALL RESEARCH OBJECTIVES

To understand the attitudes and behaviours of gum drippers and to identify how their attitudes segment, in order to develop messages that will change their behaviour

Specific research objectives for Stage 3

• To quantify the size of each of the broad segments; Revolted, Bravado, Selfish Cleanser, Whatever and Excuses Excuses. • To understand more about the behaviour and interests of these segments

The Marketing Works 01280 823008 STAGE 3: METHODOLOGY

• 1,000 interviews were conducted in the street • With a broad age spread (18-54 plus) and SEG (ABC1C2DE) • All were regular or occasional gum chewers • All disposed of their gum incorrectly some of the time

The Marketing Works 01280 823008 THE SEGMENTS FROM STAGE 2

SELFISH EXCUSES REVOLTED BRAVADO CLEANSER WHATEVER EXCUSES

The ‘Revolted’ The ‘Bravado’ The ‘Selfish Cleanser’ In Stage 2 the ‘Excuses segment were segment were segment were Excuses’ segment were recruited to agree recruited to agree recruited to agree with recruited to agree with with the statement with the statement the statement ‘When the statement ‘I know ‘The idea of getting ‘It’s good fun I’ve had enough of my it’s wrong to drop gum, chewing gum stuck spitting and kicking gum I don’t want it but I do it discretely in your hair or on chewing gum after anywhere near me. I and hope no-one sees your clothes or I’ve finished with it’ just want to get rid of me’ shoes is disgusting’ it’ 5

The Marketing Works 01280 823008 FINDINGS

The Marketing Works 01280 823008 % OF SAMPLE WHO REPRESENT EACH GUM SEGMENT

16%

58% 13%

Revolted Bravado Selfish Cleanser Whatever Excuses, excuses

The Marketing Works 01280 823008 SEGMENT WITH WHICH RESPONDENTS IDENTIFY WITH NEXT (%) 15%

34% 4%

31% 16%

Re volted Bravado S elfish C leans er Whatever Excuses, excuses

The Marketing Works 01280 823008 FREQUENCY WITH WHICH RESPONDENTS CHEW GUM

TOTAL 44% 36% 11% 5%3%

Excuses, excuses 51% 37% 6% 3%3%

Whatever 48% 42% 8% 11%%

Selfish Cleanser 47% 34% 10% 3%5%

Bravado 66% 25% 8% 2%

Revolted 39% 37% 13% 7% 3%

0% 20% 40% 60% 80% 100% 120%

Every day 2-3 times per week Once a fortnight Once a month Less often

The Marketing Works 01280 823008 METHODS OF DISPOSAL “For every 10 pieces of gum you chew, how many would you…”

REVOLTED BRAVADO SELFISH WHATEVER EXCUSES, TOTAL CLEANSER EXCUSES

Swallow 0.59 1.04 0.65 1.19 0.80 0.71 Throw/spit from 0.75 1.43 1.42 1.39 1.01 0.96 car window Throw/spit on 1.14 4.28 3.47 3.78 2.99 2.10 floor Throw down 1.37 0.55 1.29 0.77 1.10 1.22 drain/bush Wrap it up and 0.51 0.70 0.51 0.30 0.63 0.53 throw on floor Wrap up and put 2.52 0.53 0.89 0.73 1.46 1.91 in bin Wrap up and take 0.41 0.13 0.15 0.19 0.25 0.32 home Put in bin 2.67 1.25 1.53 1.53 1.67 2.20 10

The Marketing Works 01280 823008 SWALLOWING CHEWING GUM “Have you ever swallowed chewing gum?”

Yes No

Total 55% 45%

Excuses, excuses 54% 46%

Whatever 61% 39%

Selfish Cleanser 47% 53%

Bravado 64% 36%

Revolted 56% 44%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

The Marketing Works 01280 823008 TIMING OF LAST GUM SWALLOWED “When did you last swallow chewing gum?”

More than a year ago 35% More than 6 months ago 8% but less than a year ago

Between 2-6 months ago 11%

More than a week ago but 14% less than a month ago

32% Last week

0% 5% 10% 15% 20% 25% 30% 35%

• Over half of the Bravado segment (53%) swallowed gum in the last week

The Marketing Works 01280 823008 NUMBER OF TIMES IN LAST MONTH WRAPPED UP CHEWED GUM AND PUT IN POCKET BY SEGMENT

Total 61% 29% 7% 3%

Excuses, excuses 60% 32% 6% 2%

Whatever 75% 22% 4%

Selfish C leanser 66% 26% 6% 2%

Bravado 57% 23% 8% 4%

Revolted 57% 30% 8% 4%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Never 1-3 times 4-10 times 11 or more

The Marketing Works 01280 823008 NUMBER OF TIMES IN LAST MONTH DROPPED SOME LITTER IN STREET BECAUSE NO BINS NEARBY BY SEGMENT

To ta l 33% 45% 15% 7%

E xcu se s, e xcu se s 21% 53% 18% 8 %

W hat ev er 19% 46% 25% 10%

S e lfish C lean ser 25% 38% 28% 9%

B rav ado 19% 34% 23% 25%

Re vo lte d 41% 45% 10% 4%

0% 10% 20% 30% 4 0% 50% 60% 7 0% 80% 90% 100% Ne ve r 1- 3 t im e s 4- 10 t im e s 11 or m o re

The Marketing Works 01280 823008 NUMBER OF TIMES IN LAST MONTH THROWN CHEWED GUM DOWN DRAIN/IN BUSH BY SEGMENT

To tal 30% 49% 15% 7%

Excuses, excuses 37% 41% 15% 8%

Whatever 34% 44% 18% 4%

Selfish Cleanser 32% 45% 12% 10%

Bravado 32% 38% 17% 13%

Re volted 26% 53% 15% 5%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Ne ver 1-3 times 4-10 times 11 or more

The Marketing Works 01280 823008 NUMBER OF TIMES IN LAST MONTH DROPPED CHEWED GUM ON THE FLOOR BY SEGMENT

To ta l 36% 3 7% 14% 12%

E xcu ses, ex cu ses 13% 54% 16% 17%

W hat ev er 11% 43% 22% 24%

Se lfis h C le a nse r 21% 36% 22% 21%

B rav ado 13% 23% 21% 43%

Re vo lte d 51% 34% 10% 4%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Ne ve r 1- 3 t im e s 4- 10 t im e s 11 or m o re

The Marketing Works 01280 823008 NUMBER OF TIMES IN LAST MONTH SPAT ON THE FLOOR BY SEGMENT

Total 63% 23% 7% 7%

Excuses, excuses 50% 39% 6% 5%

Whatever 34% 27% 25% 14%

Selfish C leanser 41% 34% 11% 13%

Bravado 28% 23% 11% 38%

Revolted 79% 15% 4% 2%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Never 1-3 times 4-10 times 11 or more

The Marketing Works 01280 823008 NUMBER OF TIMES IN LAST MONTH WRAPPED UP CHEWED GUM AND PUT IN BIN BY SEGMENT

To ta l 34% 32% 20% 14%

E xcu se s, e xcu se s 39% 41% 15% 6%

W hat ev er 57% 27% 8% 9%

S e lfish C lean se r 50% 3 1% 10% 7%

B rav ado 62% 25% 11% 2%

Re vo lte d 23% 31% 27% 19%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Ne ve r 1- 3 t im e s 4- 10 t im e s 11 or m o re

The Marketing Works 01280 823008 NUMBER OF TIMES IN LAST MONTH LAUNCHED CHEWED GUM FROM MOUTH ONTO FLOOR BY SEGMENT

Total 63% 23% 7% 7%

Excuses, excuses 57% 31% 7% 5%

Whatever 33% 33% 13% 22%

Selfish Cleanser 43% 34% 12% 10%

Bravado 17% 17% 19% 47%

Revolted 76% 18% 4% 2%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Never 1-3 times 4-10 times 11 or more

The Marketing Works 01280 823008 NUMBER OF TIMES IN LAST MONTH THROWN SOME GUM OUT OF CAR WINDOW BY SEGMENT

To ta l 54% 33% 9% 4%

E xcu ses, e xcu se s 53% 39% 6% 3%

W hatever 39% 43% 15% 3%

S e lfi s h C le a ns e r 40% 42% 12% 6%

B ravado 36% 26% 15% 23%

Re vo lte d 60% 29% 8% 2%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Ne ve r 1- 3 t imes 4- 10 t im es 11 or m ore

The Marketing Works 01280 823008 NUMBER OF TIMES IN LAST MONTH LAUNCHED GUM FROM MOUTH OUT OF CAR WINDOW BY SEGMENT

Total 74% 19% 4% 3%

2% Excuses, excuses 73% 22% 3%

Whatever 61% 30% 8% 1%

Selfish Cleanser 65% 24% 7% 3%

Bravado 43% 25% 11% 21%

Revolted 80% 16% 2% 1%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Never 1-3 times 4-10 times 11 or more

The Marketing Works 01280 823008 PROPORTION OF THE SAMPLE WHO SMOKE

43%

57%

Yes No

• This compares to a national average of 28% of men and 26% of women

The Marketing Works 01280 823008 PROPORTION OF THE SAMPLE WHO SMOKE BY SEGMENT

Total 43% 57%

Excuses, excuses 51% 49%

Whatever 49% 51%

Selfish Cleanser 44% 56%

Bravado 55% 45%

Revolted 39% 61%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Yes No

The Marketing Works 01280 823008 NUMBER OF CIGARETTES SMOKED

Total 29% 56% 14% 1%1%

Excuses, excuses 26% 54% 18% 3%

Whatever 21% 64% 15%

Selfish Cleanser 35% 51% 11% 2%2%

Bravado 28% 48% 24%

Revolted 30% 58% 11% 1%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Less than 10 per day 11-20 per day 21-30 per day 31-40 per day More than 40 per day

The Marketing Works 01280 823008 “FOR EVERY 10 CIGARETTES SMOKED, HOW MANY WOULD YOU…”

Revolted Bravado Selfish Whatever Excuses, TOTAL Cleanser excuses Throw out of car window 1.04 0.97 1.58 1.95 1.08 1.18

Stub out in ashtray 5.74 3.21 3.85 2.95 4.78 4.87

Stub out on floor 2.40 5.38 3.91 4.67 3.45 3.22

Throw down drain 0.57 0.45 0.47 0.44 0.42 0.53

The Marketing Works 01280 823008 AWARENESS OF FINE FOR DROPPING GUM

“Do you think you can be fined on the spot for dropping gum?” • Less than half of the sample (40%) were aware of the on the spot fine for dropping gum. The female respondents were more familiar with the fine (45% compared with 35% of men) “How much do you think the fine is?” • Two thirds of the sample were unaware of the cost of the fine however the mean was £51.60, the mode £50 and the median £40 “Do you think a £50 fine would stop you dropping gum in the future?” • Almost three quarters of the respondents (71%) are of the opinion that a £50 fine would serve to discourage gum dropping. This figure was highest among members of the revolted segment (79%) and lowest among the Whatever segment (49%).

The Marketing Works 01280 823008 DEMOGRAPHICS FOR THE SAMPLE AS A WHOLE AND FOR EACH SEGMENT

The Marketing Works 01280 823008 GENDER

47%

53%

Male Female

The Marketing Works 01280 823008 GENDER SPLIT BY GUM SEGMENTS

80% 74%

70% 62% 58% 57% 60% 50% 50% 50% 43% 43% 38% 40% 26% 30%

20%

10%

0% Revolted Bravado Selfish Whatever Excuses, Cleanser excuses

Male Female

The Marketing Works 01280 823008 AGE

32% 35%

30% 23% 23% 25% 18%

20%

15%

10% 3% 5%

0% 14-18 years 19-24 years 25-34 years 35-54 years 55 years plus

The Marketing Works 01280 823008 AGE SPLIT BY GUM SEGMENTATION 59% 60% 52%

50% 39% 40% 35% 28% 30% 30% 25%24%24% 23% 23% 22% 24% 18%18% 20% 15% 11% 8% 7% 10% 6% 4% 3% 2% 1% 0% Revolted Bravado Selfish Whatever Excuses, Cleanser excuses

14-18 years 19-24 years 25-34 years 35-54 years 55 years plus

The Marketing Works 01280 823008 NEWSPAPERS READ ON REGULAR BASIS

Financial Times 1%

Other 2% Telegraph 2%

Independent 2%

Times 2% Guardian 3%

Express 4% Star 6%

Free local newspapers 9%

Daily Mail 10% Local dailies 16%

Daily Mirror 17%

None 27% Sun

0% 5% 10% 15% 20% 25% 30%30%

The Marketing Works 01280 823008 NEWSPAPERS READ BY GUM SEGMENT

Revolted Bravado Selfish Whatever Excuses, TOTAL Cleanser excuses None 27% 26% 22% 37% 27% 27% Sun 27% 42% 38% 25% 30% 30% Star 6% 9% 6% 6% 6% 6% Daily Mail 12% 6% 9% 5% 8% 10% Express 4% 8% 2% 1% 4% 4% Financial 1% 2% 1% 1% Times Times 2% 2% 1% 2% Daily Mirror 16% 11% 22% 18% 18% 17% Independent 2% 2% 3% 1% 2% 2% Telegraph 2% 4% 1% 3% 2% Guardian 3% 9% 2% 1% 2% 3% Local dailies 19% 17% 11% 8% 11% 16% Free local 10% 8% 7% 5% 11% 9% 33 newspapers The Marketing Works 01280 823008 SOCIO-ECONOMIC GROUP

10%

31%

32%

27%

AB C1 C2 DE

The Marketing Works 01280 823008 SOCIO-ECONOMIC GROUP BY SEGMENT

45% 43%

40% 36% 35% 35% 35% 33% 32% 30% 28% 28% 30% 27%28% 27% 25% 24% 25% 23%

20% 17%

15% 11% 10% 6% 7% 5% 5%

0% Revolted Bravado Selfish Cleanser Whatever Excuses, excuses

AB C1 C2 DE

The Marketing Works 01280 823008 CONCLUSIONS

The Marketing Works 01280 823008 TYPICAL CHARACTERISTICS OF REVOLTED

• The Revolted dominated the sample (58%) • Members of the Revolted segment were most likely to be female. • They were the most frequent chewers • They were most likely to be from the South West, or The Midlands • They read the Daily Mail and local Dailies • Favourite disposal method was to put in the bin

REVOLTED

The Marketing Works 01280 823008 TYPICAL CHARACTERISTICS OF BRAVADO

• Bravado were 5% of the sample • Bravado respondents were more likely to be male than female • They were most likely to be daily chewers • They were most likely to be aged 14-18 years. • They were more likely to read the Sun (42%). • They were most likely to be from the Yorkshire and Humberside or East Anglia • Favourite disposal method was throwing/spitting on the floor BRAVADO • They were most likely to swallow

The Marketing Works 01280 823008 TYPICAL CHARACTERISTICS OF SELFISH CLEANSER

• Selfish Cleansers were 13% of the sample (although 31% of the sample identify ‘next most’ with this segment) • Selfish Cleaners are more likely to read The Sun or the Daily Mirror. • Favourite disposal method was throwing/spitting on the floor • They were least likely to swallow

SELFISH CLEANSER

The Marketing Works 01280 823008 TYPICAL CHARACTERISTICS OF WHATEVER

• Whatevers were 8% of the sample • Whatevers were more likely to be male. • In terms of age, they were most likely to be 14-18 years old • They are most likely not to read any newspapers. • They are most likely to be from socio- economic group DE • Favourite disposal; method was throwing/spitting on the floor WHATEVER

The Marketing Works 01280 823008 TYPICAL CHARACTERISTICS OF EXCUSES EXCUSES

• Excuses Excuses were 16% of the overall sample • They were more likely to be female • They were most likely to be heavy smokers • Demographics broadly matched the overall sample • They were most likely to live in the North • Favourite disposal method was throwing/spiting on the floor EXCUSES EXCUSES

The Marketing Works 01280 823008