1. TGI Greenscape
Clusters
Consumer 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 > > >
2. TGI Greenscape Clusters
From 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 (aged
15+) population by the ways in which they are engaged with green issues and the
environmental behavioural characteristics they display.
Keen (cluster A) Sceptic (cluster D)
Strongly committed to the environment Educated individuals, well informed of
cause in both thought and deed. Particularly environmental challenges. However, tend
likely to buy green, be intellectually engaged not to identify personally with the need to be
with environmental issues, recycle and environmentally friendly and less likely to
avoid waste. buy green.
Carefree (cluster B) Incidental (cluster E)
Not engaged with environmental issues, Unlikely to be environmentally friendly
more focused on their own lives. Unlikely to through choice, as little engagement with
recycle compared to the average adult, or to the cause. However, how they live their lives
make an effort to minimise waste. means in some ways they are inadvertently
environmentally friendly (e.g. not wasting
Pic’n’mix (cluster C) energy).
Some engagement with the environment
but only where it suits them. E.g. far more Resigned (cluster F)
likely to consume relatively large amounts Very little engagement with environmental
of 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 efficiency
By 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 three
times more likely than the average household main shopper to buy environmentally friendly
Ecover liquid detergent.
Building compelling sales arguments
Having pinpointed the most efficient Greenscape Clusters, the most effective way to reach them
can be explored. Having seen how Cluster A is a good match for Ecover, further analysis reveals
that cinema, internet and radio stand out as particularly efficient media for reaching Ecover
buyers 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 arguments
to 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
