Messaging to this segment
needs to focus on generating guilt based on their
irresponsibility to society (either individually or as a group) by highlighting the impact
of not ‘doing your bit’, and doing relatively more damage than others to the
environment as a consequence.
Green behaviours also
need to be positioned as aspirational (both desirable and
clever), alongside reinforcement through information and evidence that green issues are
critical and will affect them personally in time. Shifting those on lower incomes towards
green behaviours appears more likely than those with more disposable income, who
may well compensate for perceived ‘deprivation’ in other ways.
Given their low interest
no particular loci of authority exist. However, local leadership
and activity may have some impact if facilitating visibility of non- action. As for some
of the other segments, weight of communications (i.e. numbers and spread of parties
involved) might help impress importance.
