Overall, there were a wide range of motivators for this segment.
Significant motivators included financial savings, along with things that they
felt
were easy to do and fitted well with their lifestyle (for the more upwardly mobile).
Concerns and fears about environmental consequences of not making more of an
effort were evident, particularly in relation to the impact this could have on their
children. More emotional motivators such as altruism were also very evident,
however, with a feel good factor coming from active behaviours. The benefits
this brought them were very motivating as it provided them with an element of
social currency, which in turn encouraged them to want to do more. Personal
integrity (and sometimes elements of penance and/or narcissism) also featured, in
relation to either the local community or national pride.
“It makes me feel good because I’m making a contribution, even if
it’s a small one”
[Male, D, 36-45, Single Dad, Estate/Valleys, Blenau Gwent -
CG]
I’m being green because I want to do it. I’m thinking of my kids
and the next generations”
[Female, D, 36-45, Older Family, Estate/Valleys, Blaenau
Gwent - CG]
So financial savings was their key motivator, but other emotional triggers to
being ‘green’ could be reinforced to increase their resolve/commitment or grow
behaviour and overcome some of their barriers outlined below.
Other more secondary motivators, often linked to above, included:
- Avoidance of guilt
- Fits with hobby/interest
- Preserving Wales
- Health/fitness benefit
“Global warming – unless we all start doing our bit it will only
get worse. I don’t think there are
enough people trying”
[Female, C1, 56-65, Single/Empty Nester, Renting,
Wrexham - CG]
“I’ve gone shopping with my friend and she’ll buy nicey-nice
stuff and I’ll go and I’ve got a bigger
trolley than her…because she’s buying all packaging”
[Female, C1, 45-54, Married with Kids, Own Home, Valleys, South
Wales - CG]
