The seven kinds of green consumer
Last week Defra published a new framework for pro-environmental behaviours, outlining its goals and approaches for encouraging people to behave in more environmentally-friendly ways. The report also divides the public into seven clusters, each sharing a set of attitudes and beliefs towards the environment:
Positive greens - 18% of the population
“I think we need to do some things differently to tackle climate change. I do what I can and I feel bad about the rest.”
Waste watchers - 12% of the population
“’Waste not, want not’ that’s important, you should live life thinking about what you’re doing and using.”
Concerned consumers - 14% of the population
“I think I do more than a lot of people. Still, going away is important, I’d find that hard to give up…well I wouldn’t, so carbon offsetting would make me feel better.”
Sideline supporters - 14% of the population
“I think climate change is a big problem for us. I suppose I don’t think much about how much water or electricity I use, and I forget to turn things off… I’d like to do a bit more.”
Cautious participants - 14% of the population
“I do a couple of things to help the environment. I’d really like to do more…well as long as I saw others were.”
Stalled starters - 10% of the population
“I don’t know much about climate change. I can’t afford a car so I use public transport…I’d like a car though.”
Honestly disengaged - 18% of the population
“Maybe there’ll be an environmental disaster, maybe not. Makes no difference to me, I’m just living my life the way I want to.”
The Big Green Challenge has been set up to encourage all kinds of people to move from thinking about climate change to finding new ways to take action as a community.
Do the segments strike a chord with you?
I think sometimes the most difficult bit highlighted in some of these segments is to maintain your individual efforts when the problem and other factors seem so huge, which is where the support of a group or network comes in handy.
That and some form of invention for turning angst / guilt into a useful form of energy - and in this case, non-renewable! :O)
I think one group is missing.
Disenchanted green’s. The people who know too much and try a bit but are waiting for a better larger solution.
E.g The people who recycle but know what the council actually does with most of it so start to give up.
Hi Lee – interesting point. We hope the Big Green Challenge can provide the incentive for people to overcome this kind of disenchantment. The competition is a chance for people to rally their friends, neighbours or colleagues to look at a ways to do things differently and come up with those better, larger solutions!