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.
Showing posts with label GREEN BEHAVIOUR. Show all posts
Showing posts with label GREEN BEHAVIOUR. Show all posts
Thursday, March 20, 2008
Tuesday, January 15, 2008
Stretch to fit
I am all for positives, but some do stretch things a tad: Defra hails 'positive green' readers
The up side is that one in five of the population are 'positive greens', though the definition requires an eyebrow cock between self-perception, research definition and actual enviROI+ behaviour.
Where I am a little intrigued is the the leap from the Indy's readership that I believe numbers a few hundred thousand.
Sounds an interesting report and I'd like to see it. Odd that I have never heard of it 'til now, and it is not linked to.
Actually, many of the subsequent insights were/are very telling, and frankly deserve greater consideration.
I leave you with this: 'Some people in the greenest categories have higher carbon footprints than others because of their high incomes'. Mainly Indy readers and BBC employees and supporters, I'd hazard all now planning their next skiing trips along with the next ban-it campaign for some minor enviro-nuisance.
It all rather smacks of being happier with looking good rather than doing it to me.
The up side is that one in five of the population are 'positive greens', though the definition requires an eyebrow cock between self-perception, research definition and actual enviROI+ behaviour.
Where I am a little intrigued is the the leap from the Indy's readership that I believe numbers a few hundred thousand.
Sounds an interesting report and I'd like to see it. Odd that I have never heard of it 'til now, and it is not linked to.
Actually, many of the subsequent insights were/are very telling, and frankly deserve greater consideration.
I leave you with this: 'Some people in the greenest categories have higher carbon footprints than others because of their high incomes'. Mainly Indy readers and BBC employees and supporters, I'd hazard all now planning their next skiing trips along with the next ban-it campaign for some minor enviro-nuisance.
It all rather smacks of being happier with looking good rather than doing it to me.
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