New consumer profiling data – Environmental Engagement

It’s not very often that research falls into my lap, but that’s exactly what happened with the background information for this blog. First of all I was sent some fantastic new information from TGI; it looks at engaging consumers through their environmental attitudes and behaviours. Then a few moments later, I was on Twitter and saw this tweet ‘Researchers confirm link between the economy and ‘green advertising’.

Green advertising has evolved over time, both in the types of adverts being run and the message in the adverts. Only in recent years have all things environmental been brought to the attention of consumers. It seems that for almost every product available on the market there is an environmentally friendly version on offer from washing up liquid to cars and the sources of energy.

There are two main purposes of green advertising.

•             Companies promoting their green credentials.

•             Promoting green or environmentally friendly products.

Researchers in America looked into 30 years of environmental advertising in the National Geographic Magazine. They compared the advertising to what was happening with the gross domestic product and established that when the economy was doing well, it was reflected in the level of green advertising.

As time progresses so does the focus on ‘being green’ whether it be companies, consumers or products. So the new TGI Greenscape Clusters enable advertisers to target consumers by the extent and ways in which they are environmentally engaged through their attitude and behaviours.

They came up with six specific Greenscape Clusters:

  1. Keen – Strongly committed to the environmental cause in both thought and deed. Particularly likely to buy green, be intellectually engaged with environmental issues, recycle and avoid waste.
  2. Carefree – Not engaged with environmental issues, more focussed on their own lives. Unlikely to recycle compared to the average adult or to make an effort to minimise waste.
  3. Pic’n’mix – Some engagement with the environment but only where it suits them. EG. Far more likely to consume relatively large amounts of energy though travel.
  4. Sceptic – 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.
  5. Incidental – 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 (eg. not wasting energy).
  6. Resigned – 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 so.

This new insight will allow brands to improve their campaign efficiency by targeting their audience through their green credentials. In addition it opens up the opportunity to target those that aren’t as environmentally friendly and change the advertising message accordingly in attempt to convert/educate them. There is also a benefit for media companies to demonstrate themselves as the most suitable way to reach the nominated audience.

TGI also discovered that those in the keen cluster are three more times likely than the average household shopper to buy Ecover liquid detergent. Further analysis reveals that the most efficient media for reaching the keen cluster are cinema, internet and radio.

The Nuggets

(Welsh Averages)

  • 18% Keen
  • 8% Carefree
  • 19% Pic’n’mix
  • 11% Sceptic
  • 27% Incidental
  • 12% Resigned

(Source: GB TGI 2012 Q2 (January 2011-December 2011), Copyright Kantar Media UK Ltd 2012, Wales)

If you would like further information on the best media to target your cluster, then please get in touch below or jodi.stuart@realradio.co.uk or tweet me @realradiojodi

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