Yet more research.

A new report from the Energy Saving Trust gives us yet another consumer segmentation for all matters green. It's been released in advance of national Energy Saving Week (next week), and they've got all formulaic about it. Apparently, it measures an individual's awareness and information on climate change (AI) and energy saving issues, and compares it with their response in terms of their degree of engagement and action (EA) (I=AI + EA). (???????) Women are leading the way, as they make up over half (53%) of the most influential group ('Community Changers')

 

The segmentation:

Community Changers - (38% of UK population)

The biggest and most influential group, couples dominate the Community Changers, who are vocal about their opinions and back up their views with action. They believe they're knowledgeable about climate change and energy saving and turn to many sources for advice and information on these issues. As part of extensive communities, including international and online communities, this is the group who initiate the most conversations about climate change and these are potentially the people with the power to do most to help fight climate change.

Armchair Advocates (20% of UK population)

Married men lead this group, which claims to be very knowledgeable about climate change and energy saving. Often, however, this knowledge is not backed up with action. Group members tend to view their core social network and experts or authorities as the most trusted sources of information.

Tea-Time Solvers - (17% of UK population)

Often women aged between 35 and 54 and most likely of all groups to have children, tea-time solvers feel guilty about not saving energy and admit to not knowing a lot about climate change. When looking for information on these issues though, the group makes use of a wide circle of influence, consulting everyone from neighbours to radio programmes in their quest for knowledge.

Self-contained singles - (25% of UK population)

Predominantly aged between 18 and 44, and the most likely of all groups to be single, this group still has room to learn more about energy saving. Moving within select communities, they only regard a small circle, mainly made up of friends and family, as trusted advisors.

Once again, us singles get a bashing. Sigh.

Oh, and why haven't the EST got this release on their site? Had to get it off PR newswire. Seriously remiss of them, methinks.

I look forward to seeing the actual report, when I can find it. links welcome.