1. Greens
Segment 1a – Greens
     ‘I think it’s important that I do everything I can’
There was currently high activity and proactivity amongst this segment which makes them less of a key target. Greater knowledge (and thus conviction) for certain behaviours, however, would increase their range as, unlike other segments, they were less likely to see a threshold to their green behaviours, unless constrained by circumstances.  Messaging with specific value would be around the importance of staying with the cause; and the need for personal and collective responsibility to help maintain motivations and reduce the impact of scepticism and counter arguments. Thus, it is important to keep them up to date with latest offerings and opportunities.
Top