Concerns about the environment are nothing new. Since the late eighties, consumers, governments and businesses alike have all become increasingly interested in topics such as recycling and carbon footprints as well as associated issues such as ethical sourcing of materials and labour forces. It is becoming apparent that not only are consumers more concerned than ever about these issues, but that brands must start to answer these concerns in order to flourish or indeed survive.
Research by Starcom MediaVest Research Group has identified four different groups of consumer, all on a green adoption curve, only at different points and different speeds; the Passionates, the Dutifuls, the Followers and the Uninvolved. Understanding these segments, and identifying how to target them is going to be critically important for those brands with a green drum to bang.
The 10% of adults that form the Passionates are highly motivated, and regularly get involved in the politics and campaigning side. They are uncompromising in their ideologies. The Dutifuls that make up 24% of adults are enthusiastic without being political, and their green and ethical stance is often seen as a signifier of social status to them.
Making up the majority of the adult population, the Followers tend to be more green than ethical. Unsure of how to proceed in their desire to be more green, they do not actively seek information, but rather look to sources of authority and leadership from brands. Trailing at the back are the Uninvolved, consisting of 25% of the population. Apathetic rather than actively anti-green, they still have a powerful set of barriers to adoption.
These brackets show a wide range of consumer attitudes, ranging from those who see green credentials as a negative to those who demand the highest from the companies and brands they engage with. Brands must learn to communicate with each of these levels effectively, and answer their concerns throughout their business.
