While they are all very
open to being more ‘green’ in the future, there is also a very high
risk that the more upwardly mobile in this category will not achieve their full potential,
as already discussed. As such, messaging to this segment needs to cement any financial
benefits to be gained and to keep ‘green’ aspirational through a variety of dimensions
(including ethics and quality).
In terms of loci of authority
and leadership, the Constrained Greens had an interest in
accessible role models who could effectively help ‘magnify’ green- ness in their
immediate vicinity. By drawing attention to the virtues of being green this helps in
growing their own conviction in greenness as a positive aspect of self-identity. In terms
of who those role models might be, both community and social networks were useful
as being very present within their universe.
This segment was likely
to have less need than some of the other segments to see non-
political and expert authorities as heavily involved, and behind communications.
Indications were that they are open to more superficial messaging which simply
endorses green behaviour/being green as valid and valuable. For these respondents
Government bodies were often important endorsers of the mainstream importance of
the issues. Presence of ‘lots’ of endorsing organisations, however, can be a useful
additional indicator of importance (as for some of the other segments).
