The segmentation analysis of the latest installment of The SHIFT Report (April, 2008) has revealed five distinct clusters that reflect the true sustainability segments of the North American general population. Market research, like many industries, is engaging in knee jerk green. And the myriad “shades of green” consumer does not reflect the range of issues that define sustainability for consumers. Ci has taken these sustainability issues from the Four Pillars of Sustainability and uncovered the true sustainability segments, based on consumers’ passions for the various issues.

The Sustainability Passion Index™, rates consumers’ passion against a myriad of sustainability issues, ranging from pollution and climate change to community connections to being paid a fair wage and employee treatment. As we pointed out in our last newsletter, although 'green' issues are generating headlines they do not top the list of important sustainability issues for most North American consumers.

The five segments are:

The Vocal Globalist

They are passionate about social and environmental issues. They are more concerned about Global Warming than any other group. They are very much connected with their community, talking amongst friends and writing blogs. They take the time to be aware of the issues, and are simultaneously anxious and confident about the future. They make up 41% of the gen population.

The Casual Spectator

They are not particularly passionate about any issues. Connecting with family, friends and community is important, but they don’t think it’s important to make a contribution. They read blogs regularly, but they do not write them. Leading a balanced life, being paid a living wage and treating others with respect is important to them – but no more than any other group believed. They make up 24% of the gen population.

The Hyper Local

They are passionate about local. Supporting local businesses is important to them. Buying local is important to them. They are active in their neighbourhoods and engaged with what is going on.  Family, friends and community is central to their lives, but they are also very realistic about the choices they make. They shop at mega-brand stores like Wal-Mart, and are generous in giving credit to brands that are trying to make a difference. They make up 19% of the gen population.

The Pragmatic Believer

They are distinctly passionate about spiritual issues. Having a higher purpose is important to them, yet at the same time they are grounded and focused on what they can achieve. They rate family, friends and community highly, support locally based businesses and volunteer frequently.  Price is a major barrier to making better decisions. Buying organic is not important to them. Climate change is not important to them. They make up 8% of the gen population.

The Self-serving Non-believer

They are distinctly dispassionate about issues that do not affect them directly. Issues such as pollution, global warming and buying environmentally conscious products rank very low in terms of importance. Buying fair trade and local products and services are not important.  Instead they rate issues such as connecting with friends and family, leading a balanced life and nurturing personal relationships. As well as broader issues that could affect them including employee treatment and being paid a living wage. They make up 8% of the gen population.   

Given your initiatives in this space – what to communicate, to whom and how – The Sustainability Passion Index™ can help you nail exactly who you ought to be talking to, and what you ought to say. For more, email info@ci-shift.com