Like the ‘Greens’,
this segment was orientated towards both present and future. They
also displayed a global view, but this was less pronounced than the Greens.
“I’m worried about the environment because of my grandkids –
they’ve got to inherit it, everything I’ve got,
even my environmental footprint”
[Male, BC1, 46-55, Married/Empty Nest, Coastal/Mkt Town, Gwynedd - CWC]
They showed a very clear
sense of personal responsibility for the environment and were
quite aspirational about being more ‘green’. However, they weighed up, and sometimes
traded off, all of this against other important personal needs (such as personal
entitlement) and other responsibilities and drivers (such as safety, health and
happiness). As a consequence, they experienced some conflict and sometimes
struggled to justify and defend their attitudes and behaviours (resulting in some residual
guilt). They tried to balance their, sometimes, conflicting needs with either pragmatism
or, in their view, realism.
There’s a lot of people who don’t care, but I think it needs to
be addressed now. People just don’t care...”
[Male, C2, 25, Co- habit, Wrexham - CWC]
As their segment title
suggests, they were generally quite ‘conscientious’ and revealed a
high level of consciousness of a range of different societal issues. However, they had a
tendency to focus on each issue ‘singularly’ rather than through an holistic lens (c.f.
Efficiency Focused), so sometimes missed the broader or ‘bigger picture’.
“I could do more if I tried but I think I do quite well. A few years
ago we worked out our carbon
footprints and mine was OK”
[Female, 46-55, Single/Older Family, Semi- Rural, Flintshire, CWC]
“I’ve become more environmentally aware…I’m trying to
offset some of the bad things I do”
[Female, BC1, 26- 35, Married/No Kids, Rural, Powys - CWC]
“I am concerned about the influx of eastern Europeans and foreigners … I don’t see them putting
anything back into this town. They keep themselves to themselves, they don’t really mix into society,
and by
all accounts what they do earn gets sent back to their own country, and does not go back into our own
economy”
[Male, C2, 25, Co- habit, Wrexham - CWC]
