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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 > > >
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

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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: tgihotline@kantarmedia.com W: www.tgisurveys.com