This segment were not
practising any conscious behaviours. Recycling what the council
collected was seen as too much bother. Energy and water saving were not seen as
potentially financially beneficial. In terms of transport, they either didn’t have a car or
were very reliant on one and so were unwilling to adapt. Food buying was
predominantly focused on budget basic or convenience foods and take- aways.
Behaviours which might save them money, as long as very little effort and time was
required, have the most potential.
“If I want to get to Swindon, I’ve left first thing in the morning
and I can be on the M4 and I think- oh,
I haven’t put the bin out, and my son won’t do it, and my wife’s not going to do it.
At the end of the day,
they’ve got more important things to do…playstation and that…”
[Male, BC1, 45-54, Valleys, South Wales – D]
No really strong motivators
were evident but, as mentioned above, financial savings
might encourage more activity in the future.
Conversely, however, ‘premium’
goods also offered some appeal as they tended to be
perceived as something of a status symbol, so organic for example could grow in
appeal amongst this group, especially if convinced of other benefits beyond greenness
– such as taste, quality and ‘better for you’.
Opportunities also lie
in this segments sensitivity to being labelled and social currency
or status. A fairly strong focus is required to mobilise them, however, on ‘bad’ and
damaging behaviours. Any stigma attached to no- involvement and/or low level
commitment is something they would wish to avoid: however, given the low interest
overall, the minimum is likely to be done in response.
“We drive because it is one, more convenient because you’re doing
it all in the one place and two it is more
cost-effective, because you are doing it all in one place..”
[Female, C1, 45-54, Valleys, South Wales – D]
