There is real potential
to increase ‘green’ behaviour in this segment. They are already
highly focused on their own patterns of consumption and are trying to make more
positive choices, but awareness was found to vary, so filling information gaps would
help to grow behaviour in key areas, particularly the purchasing arena.
However, they are already
relatively proactive and interested, but they need a constant
reminder of the importance of being environmentally friendly as they are easily
distracted. They also need to feel recognised for their on going contribution. As they
want to be ‘green’ and recognise that they are distracted, effective messaging to this
group could make them feel slightly fraudulent in their overall ‘green’ contribution
which would instigate enough guilt to prompt more action.
“Oh, I’m guilty of not doing that I must admit. I can’t see
myself slowing down just for the environment”
[Male, C2, 25, Co- habit, Wrexham - CWC]
I’m on my way to being a green person”
[Female, 46-55, Single/Older Family, Semi- Rural, Flintshire, CWC]
Furthermore, these Consumers
with a Conscience were found to be quite likely to
respond positively to aspirational role models exhibiting ‘green’ behaviour but
enjoying the life style they want.
This segment was open
to different authorities and leaders. Given they have a relatively
high level of conviction in environmental issues, their core need is keeping the issue top
of mind and current. A higher number of individuals, parties and authorities involved is
likely to be useful indicator to these respondents of importance. Those in social or
community networks could therefore be useful in this role. For broader
communications, non-political experts were considered an important endorsement of
political activity or messaging and vice versa.
