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How Consumers Think About Green

Topics Related to Sustainability

Trending

Green Discussion Topics

Clustering

Green Discussion Topology

Green Segments

Green Market Segments 		 

Topics & Topology

People are focused predominantly on energy production and not consumption. Thus, they want to feel good about the source of energy (e.g., solar power or biodiesel) and are not focused as much on conservation (i.e., leave the lights on and drive an SUV).

Consequently, designing solutions that support existing consumption levels while mitigating environmental impact will resonate more strongly with your target audience.

Also, environmental solutions from the early 70's--such as solar power--retain their prominence in the public consciousness despite the significant investment in, and potential of, other energy sources—such as wind.

Finally, using terms in the public domain, like "climate change" and "green", will engage your audience more effectively than more complex terms such as "sustainability".

 

 

Attitudes & Action

Recent segmentation indicates some segments want to appear green but won't act on green offers, while others will quietly live a green life.

Products, services and communications must be targeted differentially at each segment. It's also important to align strategies with segments across the dimensions of perception and behavior.

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