New tool identifies green & ethical customers

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By: Wise Marketer Staff |

Posted on September 9, 2011

New tool identifies green & ethical customers

A new marketing segmentation tool has been launched by Callcredit to help identify just how 'green and ethical' thirteen different key groups of consumers are among the wider customer base.

The Green & Ethical segmentation tool was built using a variety of information from the YouGov Green Gauge Survey, combined with data from Callcredit's own core consumer database.

The platform uses data such as environmental awareness and views, 'green' lifestyle choices, eco and ethical shopping and finances, and segments UK consumers into 13 categories, ranging from the 'Righteous Rich' at the top of the 'green and ethical' tree down to the 'Am I bothered?' group at the bottom.

The tool allows marketers to better understand their customers' attitudes toward green and ethical issues, helping them to more appropriate personalise campaigns based on customers' real concerns and to target the right customers and prospects with the right campaign messages.

Green & Ethical assesses the way in which consumers think about and act upon environmental and ethical concerns in their daily lives, whether through their purchase of goods and services, their consideration of provider or in their individual attempts to make a difference.

According to Chris Savage, managing director for Callcredit Marketing Solutions, "Environmental and ethical issues are increasingly influencing consumer behaviour and purchasing decisions. These issues are starting to have a positive impact on the way consumers live their lives, how they shop, how they choose their energy provision and transport and even, in some cases, how they manage their finances."

The new classification was therefore built to segment individuals based on behaviours and attitudes toward green and ethical issues at a local, national and global scale, and to provide marketers with propensity scores for specific issues (such as fair-trade, 'green' finance, and even willingness to pay more for environmentally friendly products).

The Green & Ethical system comprises 13 groups, ranging from those committed to the cause, to those who care but do not act, to those who are indifferent and do nothing:

  1. The Righteous Rich They can afford to pay premium prices and almost always take ethical credentials into consideration;  
  2. Green Is The New Black These consumers see green and ethical issues as in vogue and consider them a fundamental part of their daily lives;  
  3. Eco Enthusiasts Keen to make a difference, they integrate green living into their daily routine;  
  4. Money Talks They believe they can personally make a difference and are prepared to contribute financially to fighting the issues;  
  5. The Good Life They always recycle anything they can and around half have a compost heap to help the garden or vegetable patch grow;  
  6. Doing Their Bit Being on mid to high incomes, purchasing is sometimes influenced by green and ethical issues, but they often fail to put their money where their mouth is;  
  7. Green Drivers They contribute in their own way by driving green vehicles and trying to cut down on unnecessary car journeys;  
  8. Stuck In The Middle They would be willing to spend extra if they could afford it, but as it stands they are not willing to part with the cash;  
  9. It's Not Easy Some will have a family to support and may have to stretch finances further, meaning no budget is spared for green or ethical premiums;  
  10. Not My Problem They don't see these issues as their problem and are neither perturbed nor influenced by what other people think;  
  11. Skint Sceptics With relatively low incomes, budgets are tight so fairtrade, organic, ethically sourced products are avoided;  
  12. Other Priorities Juggling busy lives with low incomes, these consumers have neither the money nor the inclination to think green;  
  13. Am I Bothered? Their general attitude is that if it costs money or takes any effort, they are not willing to get involved.

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