Segment 3 - Consumers
with a Conscience
‘You should do everything you can within the constraints of modern
living’
Consumers with a Conscience
(CWC). Another important group to target as this
segment demonstrated potential to do considerably more. This segment know or easily
recognise that they exhibit both positive and negative behaviours and are moved by
instigating guilt about their current (poor) contribution.
Generally this group aspire
to be environmentally sound. However, although they
express much interest in green behaviour, they are open to distraction from other life
issues. Information and reminders therefore need to be constant to keep them focused.
Other key motivators also need raising, especially their concern about environmental
consequences via further evidence and, if possible, greater recognition when they make
an improved green contribution. A part of this could be through their performance as
a community or a nation. All four behaviour categories offered potential for positive
change to this segment, including food and purchasing.
