Knowledge about green
issues and behaviour varied. Knowledge was greater amongst
the higher SEG’s in this segment and sometimes quite limited amongst the lower SEGs.
Irrespective of knowledge, the environment – while recognised as important – was not
high consciousness. This was unsurprising given the dominance of other life issues.
Unlike some of the other segments, they did not have any strong incumbent baggage
around ‘greenness’ and welcomed being labelled as ‘green’. Indeed, for some of the
lower SEGs this was a welcome identity, a more legitimate label for more frugal living
than ‘a miser’.
“Terrorism needs to be tackled but it’s not as important as climate
change”
[Female, D, 36-45, Older Family, Estate/Valleys, Blaenau Gwent - CG]
“Everything is for a reason and Nature’s a wonderful thing and if
one link in that chain is broken it’s like a
pack of cards going down”
[Female, C1, 56-65, Single/Empty Nester, Renting, South Wales - CG]
“More and more people are turning green and realising what needs to be
done”
[Female, C1, 56-65, Single/Empty Nester, Renting, Wrexham - CG]
“A lot of power stations are directly affecting the ozone. The smoke
is polluting the atmosphere”
[Female, D, 36-45, Older Family, Estate/Valleys, Blenau Gwent - CG]
