Key messaging requirements
for this segment include leading with money saving (or
gaining), combined with low level reinforcement of environmental issues. Given this
segment are inclined to focus very much on the day to day, a high level of hand-holding
(i.e simple suggestions for ‘how to’ and ‘where’) is key to facilitate taking ideas
on
board.
Respondents in this segment
were distinctive in being anti-establishment and not
particularly society- or socially- oriented (whether more overtly ‘other’ – such as hippy
or Pagan, or simply focused on following a chosen way of life). As such, they tended to
be rejecting of Governmental messaging (from Westminster, Welsh Assembly or Local
Authority) and placed more credence in dedicated charitable/not for profit
organisations. Similarly, they were not particularly open to local leaders unless from
their specific social or chosen ‘cultural’ network. Peer pressure from family members,
however, was sometimes quite useful in prompting attitude and behaviour assessment.
