Most of this segment had
only started to recycle when their council started the local
collection service. It was also clear that they were not as thorough as the other segments
discussed so far: they admitted that they often forgot and did not recycle across all
areas. They claimed to occasionally visit local recycling centres if they had lots to
dispose of or had missed the doorstep collection, but only if it was in a relatively
convenient location.
In terms of energy
and water saving, they practiced some energy saving, but little water
saving. They had quite recently become aware of the personal benefits of saving money
and so had started to do a range of small things. Insulation was felt to be an important
money saver, as well as spending a bit more to get more energy efficient products as
they had, again more recently, learned that they would save them money in the long
run.
There was little evidence
of any garden behaviours of significance with this group.
There was little willingness
to compromise in terms of transport, with households
owning between 1-4 cars. They considered themselves very reliant on their cars and
were very low users of public transport. They also rarely walked. However, for many
this was compensated for to an extent (although not consciously) by relatively
infrequent flying (averaging at about once a year).
They were found to do
little in the area of food and purchasing, beyond claiming to
avoid excess packaging.
