Basic contributors show
low conviction to ‘greenness’ and thus lower levels of
behaviour, but this leaves plenty of room for improvement if motivated effectively.
For this segment it is
important to provide evidence that ‘green’ issues are of growing,
critical importance; and will affect them personally in the future if not enough is done
by everyone. Given their strongest motivation is to be seen as doing their bit and not
being a bad person, messaging that highlights irresponsibility to society through not doing
certain things (well) or doing relatively more damaging than other people, is likely to have
some impact.
“It’s like keeping up with the Joneses now. It makes you feel that
if you don’t recycle people will think
you’re not doing your bit”
[Male, C1, 36-45, Young Family, New Build/Mkt Town, Caerphilly - BC]
This segment are ‘followers’
rather than leaders. They are more likely to respond to
initiatives operated at a local level and championed by well known local individuals as
there is likely to be a higher level of visibility of individual contribution (or not) and an
increased sense of relevance (if tied to specific local benefits).
In terms of broader messaging,
this segment shares most with the Constrained Greens:
general messages from ‘important’ bodies (including all Governmental bodies) are
helpful in establishing mainstream importance, and they are less interested in the ‘detail’
of expertise and removing politics. As with Constrained Greens, Consumers with a
Conscience and the Efficiency Focused, however, high numbers of involved parties can
help also signal importance.
