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Value, Passions & Incentives - In Relation to Climate Change: Environmental Choices 2.c
Haddock Research, Sep 2010, Pages: 140
This section report addresses how people's identity relates to attitudes to climate change, and how this can be used in marketing. A general finding from academic research is that people with more materialistic values tend to have less concern for the environment - yet marketers need to know what this means in selling specific low carbon products to specific demographic sub-groups, in different cultures and in different product categories. Selling a micro-energy system is different to selling a Prius, which is different from getting people to take the train!
This section report also considers how people's personal passions, in Canada, England and the USA, are correlated to concern about climate change - and how this varies by age/gender sub-groups in different countries. A major issue is whether a belief about the threat of climate change makes us more interested in the natural world.
Finally, this section report investigates the interaction between the type of industries people are employed in, and belief in climate change. As Caesar observed 'Men willingly believe what they wish for'.
Questions addressed
- Is there a link between materialism and attitudes towards climate change, and how strong is this relative to other demographic and cultural differences?
- Do people who think the Prius as ‘desirable’ have a distinctive values profile? How could this be used in leading Toyota marketing in the US?
- Can a ‘status-based materialistic’ marketing approach be useful in getting people to make low-carbon improvements to their home?
- How much do people’s passions and leisure pursuits vary according to their concern about climate change? How might this be useful in a media strategy?
- Does the threat of climate change make people more (consciously) attracted to nature? What opportunities and implications are there for the travel industry?
- Do people’s opinions about climate change vary by which industry sector their household members are employed?
*Study fielded from September 25th to October 3rd 2008. Final, revised version released on September 1st 2010
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