Thursday, March 20, 2008

Passionates, Dutifuls, Followers, Uninvolved.

Those are the four groupings of consumer types on a green adoption curve, according to research undertaken by Starcom MediaVest Group and reported in Marketing Week.

"Passionates, comprise 10% of the population and are highly motivated - the only group of people who regularly campaign, blog and boycott." - they also tend be be somewhat uncompromising.

"Dutifuls make up 24% of adults; they are enthusiastic without being political; they aspire to being greener and more ethical, often seeing it as a signifier of social status."

"Followers are the majority of the population at 41%. They tend to be more green than ethical and they feel that they ought to get more involved but are often not sure how to."

"The Uninvolved, 25% of the population, are more apathetic than actively anti-green, but have nevertheless formed a powerful set of barriers to adoption."

With such a wide and diverse set of consumer groups, no wonder it is so difficult to know just how to position any brand communication!

Well worth a browse.

CATEGORY - Media Wires

There are a variety of non-enviro but peripheral and relevant products and services I use in the cause of

So as I learn, discover, fail or find out stuff maybe worth sharing, so I will pop it up.

Hence here is a (soon to be, as I am reminded) growing list of places to go to post a PR story that may get picked up.

These are some places journalists may go to find new content, and most are free.

Hey, you never know!

Daryl Wilcox Publishing - paid - useful free newsletters

Google news