As might be expected,
a few behaviours were rejected by the ‘Efficiency Focused’ on
the basis of high cost expectations, but also in terms of both extra time and effort
perceived:
- For most, switching to more environmentally friendly
power was expected to be
both more expensive and too much hassle, but they seemed more open to
switching to a green tariff as it would not necessarily be more expensive
- Metering of electricity and water was rejected
by some on the grounds of cost, as
was carbon off-setting
- Whilst a reduction in car use might save money,
it was rejected on the basis of
being impractical, particularly where local public services were lacking. The
purchase of a hybrid or electric car was also rejected on the basis of cost and
perceived high risk as they were seen as unproven to date
- As with many other segments there was a real reluctance
to limit flights –
although those in this group were not high users of air travel anyway
Effective messaging to
this segment needs to focus on how being ‘green’ is so similar to
being anti-waste and the value of greenness in ones repertoire of personal ethics. Given
their keen desire to ‘do the right thing’ and not to be unethical, they can easily be made
to feel guilty about the impact of any of their current activities which are ‘un-green’ and,
hence, relatively damaging.
“[Carbon Counting/footprint] suppose it would be good to monitor what
you are doing, providing you are
not pressured to meet certain unit targets. If it was something that could be self-regulatory, much
the same
as units of alcohol per week. If they did something similar, that could help guide you to stick to a
reasonable level, that would be OK”
[Male, ABC1, 46, Older Family, Mkt Town, Flintshire - EF]
Messaging here should
identify and promote any cost or value for money benefits as
they will respond to this very well.
Like Consumers with a
Conscience, this segment was open to different authorities and
leaders. Again, given they have a relatively high level of conviction in environmental
issues, a core need is keeping the issue top of mind and current; and the involvement of
many individuals, parties and authorities is likely to be a useful indicator of importance.
Again, those in social or community networks could be useful in this role; and for
broader communications, non-political experts were considered an important
endorsement of political activity or messaging and vice versa.
That said, this segment
were more discriminating about specific individuals and
organisations and their values. Given their own desire for a broad moral framework
they are more rejecting of either messages or people/organisations that are more
extreme or narrow in their focus. Therefore, organisations with a stronger reputation
for lobbying and political action (e.g. Friends of the Earth, less so WWF) would
benefit from being slightly more recessive. Their presence is still important to indicate
‘important issue’ but is more palatable when diluted by the presence of more impartial
experts (National Trust, Carbon Trust, Energy Efficiency Trust, etc).
Leadership (by the right
person) in the community is likely to be well received. Having
a strong local focus and a desire for moral superiority they would wish to be aligned
with the right individual. Should a leader be lacking in other desirable attributes or
overly focused in their green views, however, there is a chance of dissociation.
