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

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TGI Greenscape Clusters

Consumer environmental engagement

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.

TGI Greenscape Clusters

Keen (cluster A)Strongly committed to the environment cause in both thought and deed. Particularly likely to buy green, be intellectually engaged with environmental issues, recycle and avoid waste.

Carefree (cluster B)Not engaged with environmental issues, more focused on their own lives. Unlikely to recycle compared to the average adult, or to make an effort to minimise waste.

Pic’n’mix (cluster C)Some engagement with the environment but only where it suits them. E.g. far more likely to consume relatively large amounts of energy through travel.

Sceptic (cluster D)Educated individuals, well informed of environmental challenges. However, tend not to identify personally with the need to be environmentally friendly and less likely to buy green.

Incidental (cluster E)Unlikely to be environmentally friendly through choice, as little engagement with the cause. However, how they live their lives means in some ways they are inadvertently environmentally friendly (e.g. not wasting energy).

Resigned (cluster F)Very little engagement with environmental 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 three times more likely than the average household main shopper to buy environmentally friendly Ecover liquid detergent.

Building compelling sales argumentsHaving 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 4000E: tgihotline@kantarmedia.comW: www.tgisurveys.com