Segment 4 - Efficiency
Focused
‘You should live life thinking about what you’re doing (whether
it’s right)
and what you are using (waste not want not)’
Efficiency Focused
(EF). This segment had relatively high current activity in the areas
they care most about, i.e. waste. There appears to be some potential to increase their
behaviour, in different categories – energy saving, food and purchasing, travel and
transport. Given their focus on value, however, most scope appears to be in areas of
financial and energy savings and benefits in the home.
There is also potential
for increasing the importance of green values within their ethical
armoury. It is important for this group to feel morally sound (a ‘right thinker’),
therefore there are opportunities for instigating guilt about being insufficiently green.
For example, many currently harbour guilt about not exercising knowledge about
avoiding excess packaging, and not having made compromises in the area of travel and
transport. Another key trigger for this segment which could bring additional leverage
is their strong national identity.
