Greens emerged as the
most future focused: being much more thoughtful than other
segments about the impact of their behaviour on the future. They also had the most
global view, relating to many and varied aspects of the planet. Environmental issues,
however, were seen largely as a product of individuals and their actions.
They tended to demonstrate
multiple ethical considerations and concerns, along with a
strong connection and overwhelming belief in individual responsibility and
contribution, which they actively demonstrated through everyday practice.
Complementary hobbies and lifestyle factors were more common and included animal
welfare, gardening and outdoor pursuits.
“I’m pissed off with people who don’t recycle”
[Male, B, 26-35, Cohabit/No Kids, Caerphilly, Green]
“I take the clothes down to the charity shop that supports animals –
that really motivates me”
[Female, 36-45, Married/Older Family, New build Est/Mkt Town, Powys, Green]
“I’m into my birds [feathered kind]”
[Male, B, 26-35, Cohabit/No Kids, Caerphilly, Gree
