Segment 5 - Basic Contributors
‘It’s important to keep up – if everyone’s doing it,
it must be important and
may make a difference
Basic Contributors
(BC). This segment were less open to doing much more currently
as they felt they are making an appropriate contribution already. Their need for social
approval, however, meant that they were sensitive to being made to feel that this level
of activity was not sufficient relative to others and that certain behaviours beyond
recycling (which is where behaviour for most currently stopped), have become
mainstream such as energy and water saving, avoiding packaging, thorough recycling
and re-use. Better provision may need to be made, along with easy instructions for
do’s and don’ts, to help them comply.
Their strong desire to
be seen as doing right also means that they are likely to be
responsive to negative stereotyping. However, illustration of ‘how to not be’ will need
to be easily accessible and involve demonstrable behaviours to move them beyond lip
service only. This group also showed that they could be drawn towards ‘green’ issues
when the sense of negative change became more iminent – since they want to avoid loss
of quality of life.
