The Wales audience falls
into seven clusters reflecting different mixes of motivations
and barriers (i.e. in number, nature and prominence) which formulate into different
overall attitudes to ‘greenness’ and levels of behaviour.
The segmentation shares
much ground with the Defra England study but, because some
of the motivations and barriers are Wales-specific, there are some differences. Specifically:
- The attitudinal ‘centre o gravity’ varies
slightly for some of the segments
- There are indications that the demographic profile
of some of the
segments is different
- There is one additional cluster in the Wales audience
that did not appear
in the English study
- And two clusters in the English segmentation form
a single category in
Wales
Diagram 1 below summarises
the clusters evident in Wales and the core thought in
relation to green behaviour that units them. Diagram 2 summarises the clusters within
the England study for comparison.
Diagram
1 – Overview of Segments: Wales
Diagram
2 – Overview of Segments: England (Defra)
Each of the segments identified
are discussed in the following sections in turn,
exploring the differences in their mindset, values and beliefs. Current behaviours,
motivational triggers and barriers are also compared along with potential and rejected
future behaviours. Relevant messaging issues are discussed. Some demographic details
are also given but it should be noted that these are drawn from this qualitative sample
only and the profile may include other ages and SEGs.
Chart 3 below illustrates
the relative levels of current green behaviour of each of the
segments and the extent to which this is consciously attached to the issue of climate
change currently.
The broad arrow indicates
the potential direction of movement over time. Most
segments show a propensity to ‘improve’ with encouragement through appropriate
communications. The chart highlights, however, how the Constrained Green group are
in danger of becoming less engaged with the topic.
Diagram 3 – ‘Map’ of Consciousness and Overall Levels of
Green Behaviour
