Different motifs
Where one colleague or customer mainly 'catches on' when it concerns saving (for example energy, so money), others make their business more sustainable because they think it is the right thing to do. Or to be an example to others. Everyone has their own motives for sustainability. It helps you to understand those motives. In this article I have written down a few points of view and research for you.
What does your customer think about sustainability illustration
Motivaction: five shades greener
My personal favorite is the Mentality model email contact lists uk that Motivaction uses to segment. Where traditional segmentation methods start (and end) with demography, the mentality model starts with drivers. In short: the reasons for wanting to become more sustainable or not.
They distinguish five segments:
Dutiful | From a strong social commitment, they try to live environmentally consciously through a sober and frugal style.
Structure seekers | Ask critical questions about sustainability and the relevance of their own contribution. Saving money can be a motive for sustainability.
Status-conscious | Find sustainability good, but only if status and comfort are maintained.
Those responsible | With their interest in politics and concerns about the environment, they believe that sustainability is progressing far too slowly.
Developers | They want to be free and do their own thing. They prefer small-scale initiatives to mass movements.
By knowing the motivations of your target group, you can communicate in a way that really gets through. Moreover, such research helps to continue to realize that not everyone has the same motivations as you. Seems obvious, but sometimes you unconsciously forget it.
A report is available on the website * in which you can read more about the segments. You can also have your own customers or region researched. This gives you more product-specific insights.