Greenscape Cluster Brochure

TGI Greenscape ClustersConsumer environmental engagement Target consumers by the extent and ways they are environmentally engaged Understand the subtleties of public environmental engagement through consumer attitudes and behaviour Assess the green credentials of every adult in the country through a segmentation of six clear and distinct environmental groups Tailor communications to suit particular environmental sensibilities Details overleaf > > >

TGI Greenscape ClustersFrom the extensive consumer data of the GB TGI study, six ‘TGI Greenscape Clusters’have been created. Each cluster describes a distinct segment of the GB adult (aged15+) population by the ways in which they are engaged with green issues and theenvironmental behavioural characteristics they display.Keen (cluster A) Sceptic (cluster D)Strongly committed to the environment Educated individuals, well informed ofcause in both thought and deed. Particularly environmental challenges. However, tendlikely to buy green, be intellectually engaged not to identify personally with the need to bewith environmental issues, recycle and environmentally friendly and less likely toavoid waste. buy green.Carefree (cluster B) Incidental (cluster E)Not engaged with environmental issues, Unlikely to be environmentally friendlymore focused on their own lives. Unlikely to through choice, as little engagement withrecycle compared to the average adult, or to the cause. However, how they live their livesmake an effort to minimise waste. means in some ways they are inadvertently environmentally friendly (e.g. not wastingPic’n’mix (cluster C) energy).Some engagement with the environmentbut only where it suits them. E.g. far more Resigned (cluster F)likely to consume relatively large amounts Very little engagement with environmentalof energy through travel. issues and not very well informed about them. Nevertheless, they are particularly likely to buy green and avoid waste, possibly because other people do.Improving campaign efficiencyBy matching a product’s key green credentials to the most appropriate Greenscape Clusters,brands can target with far greater efficiency. For example, those in Cluster A are almost threetimes more likely than the average household main shopper to buy environmentally friendlyEcover liquid detergent.Building compelling sales argumentsHaving pinpointed the most efficient Greenscape Clusters, the most effective way to reach themcan be explored. Having seen how Cluster A is a good match for Ecover, further analysis revealsthat cinema, internet and radio stand out as particularly efficient media for reaching Ecoverbuyers in this cluster. Such insight not only provides brands and agencies with a quantified,effective way to reach their target. It also provides media owners with the necessary argumentsto promote themselves as the most efficient platform for reaching specific audiences. For more information, please get in touch: T: +44 (0)20 8433 4000 E: tgihotline@kantarmedia.com W: www.tgisurveys.com

Greenscape Cluster Brochure

by Kantar Media UK on Sep 02, 2011

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Greenscape Cluster Brochure — Document Transcript