The ‘Efficiency Focused’
mindset was very broad, being not only in the past (in the
sense of what they have done/always done), but the present (what they are doing now),
and also the future (what they will continue /start to do). They revealed a very strong
local view which focused very much on ‘their world’, being ‘their country’ and ‘their
backyard’, but they were more than capable of stretching this and relating to the world
at large, making global comparisons and conceptualising meaning on a larger scale.
This segment were distinctive
through an evident focus on morality. They often claimed
to be traditionalist with specific ethics. Some related these qualities directly to their
‘Welshness’. In this sample, this was more often than not their genuine heritage, but it
was also adopted in some cases. Common personal ‘ethics’, influencing their beliefs and
actions included: avoiding waste and excess at all costs; and being proactive about
conserving and protecting. They often frowned on or felt guilty about today’s excessive
living.
They showed a very strong
sense of personal and social responsibility in relation to a
range of social issues, and were often focused on the need for ‘right action’ within the
world. It was evident that they were willing to take a positive and proactive approach
and were not only happy to lead, but were also more than willing to be open to sound
leadership, following examples from appropriate authorities.
“I worry socially about the country – seems to be getting more and
more anti- social... I think the country
and this area is getting messier and messier, a lot of rubbish and litter getting dumped”
[Male, ABC1, 46- 54, Older Family, Mkt Town, Flintshire - EF]
“We are not wasters! Many people think water is plentiful in Wales, but
it does seem to be getting a bit
scarcer in recent years. In the last few years we have had some very dry summers”
[Male, ABC1, 46, Older Family, Mkt Town, Flintshire - EF]
