Greenscape Clusters

Consumer environmental engagement

TGI Greenscape Clusters allow targeting of consumers by the extent and ways in which they are environmentally engaged through their attitudes and behaviour.

As people have become better informed about green issues in recent years, a myriad of differences have crept into public perceptions and conduct towards a variety of environmental causes. Public authorities, brands, agencies and media owners all need to understand the subtleties of public environmental engagement so that they can appeal appropriately to the different groups.

TGI’s six distinct Greenscape Clusters incorporate the environmental values and actions of every adult in the country. From those completely committed to doing everything they can to help the environment, to those whose approach to being green is more nuanced.

The Clusters:

Keen (Group A)
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.

Carefree (Group B)
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.

Pic’n'mix (Group 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 (Group 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 (Group 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 (Group 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.

A short presentation about Greenscape clusters can be seen below: