Greenscape Cluster Brochure
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The document segments the UK adult population into six "TGI Greenscape Clusters" based on their environmental engagement and behaviors. Cluster A, the "Keen", are strongly committed to environmental causes. Cluster B, the "Carefree", are not engaged with environmental issues. Cluster C, the "Pic'n'mix", are somewhat engaged but only where convenient. The document explains how understanding these clusters allows brands to more efficiently target consumers by matching green products to the most appropriate clusters. For example, Cluster A is almost three times more likely to buy environmentally friendly detergent. It also provides insights into which media are most efficient for reaching each cluster.
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Greenscape Cluster Brochure
- 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: [email protected] W: www.tgisurveys.com