Segmentation: Eco Mindsets

Segmentation: Eco Mindsets

SUMMARY

A free segmentation framework to shape environmental sustainability plans and craft messaging that fits your brand and offer. A look at Eco Mindsets, audience insight specialist, MHM's targeting and profiling system that helps organisations drive positive behaviour change in support of the environment.

A profiling system for driving positive eco-behaviour

Eco Mindsets is a psychographic profiling system, developed by the audience insight specialists MHM, that helps cause-led organisations understand what drives people to act for the environment, and what they can do to encourage greater action in future.


Why use segmentation?

Engagement with environmental issues is complex and nuanced. The messages that motivate some, terrify others. Anger could be a great catalyst for action, or a quick route to paralysis.

If we had limitless resource, we’d tailor communications, products and services to every individual based on the unique trigger points that would drive them to take action on behalf of the planet.

But practicality is paramount. Of course, we don’t have limitless resource. Yet without some degree of differentiation, we run the risk of treating everyone the same. Which is at best ineffective, and at worst, counterproductive.


How does it work?

Eco Mindsets is a system based on universal, human values. A two-minute profiling quiz places you into one of eight Mindset groups.

The Mindsets range from those at the forefront of change, to those who don’t have the capacity to engage with environmental messaging, and everyone in-between.

Once you know where your people - your customers, supporters, staff and the public - sit on this spectrum, you understand the motivations behind the choices they make. You can then influence them towards positive behaviour change.


The 8 Eco Mindset Groups

 

1. Change Makers

"It's our duty to do what we can to protect the health of the planet."

Motivation: Their high agency and empathy drives concern into action. They will encourage others to act too.

Engagement Strategies:

  • Challenge them to further their ethical choices.
  • Support them to talk to others.

2. Conscientious Collaborators

"This is serious. My actions only matter if others play their part too."

Motivation: They don't feel that their personal actions make a difference, which drives them to join forces.

Engagement Strategies:

  • Help them see how their efforts make a difference.
  • Offer chances to get involved with others.

3. Justice Defenders

"We need to protect those most vulnerable to the climate crisis."

Motivation: Their action for the environment is about it being the right thing to do for everyone.

Engagement Strategies:

  • Show them how people intersect with nature.
  • Support them to continue to make ethical purchases.

4. Nature Enthusiasts

"Nature is hugely important to me, we need to continue to enjoy it."

Motivation: They will fight for personal causes that support their access to the natural environment.

Engagement Strategies:

  • Show them the local impact.
  • Focus on natural environments that people can enjoy.

5. Waste Watchers

"We waste so much nowadays. Let's reduce, reuse and recycle."

Motivation: They don't always see the climate crisis as their concern, but profligacy is a personal bugbear.

Engagement Strategies:

  • Focus on impacts in their area.
  • Show them ways to help that they can do from home.

6. Uncompromising Consumers

"What's it all for if we don't enjoy ourselves? Let's live for the moment."

Motivation: They believe that the livelihood of people is more important than looking after the environment.

Engagement Strategies: Demonstrate how environmental degradation affects everyone's lives.


7. Anxious Escapists

"Nothing I can do would make any differences at this point."

Motivation: Despite high climate concern, their propensity for change is limited by feeling paralysed.

Engagement Strategies: Show them where progress has already taken place.


8. Disinterested Disengagers

"I'm not convinced, and I have other, more pressing, concerns."

Motivation: They may have had fewer chances to engage with environmental debates.

Engagement Strategies: Provide affordable and manageable options for involvement that are co-beneficial.


Download Eco Mindsets booklet (PDF) 


 

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Resource type: Guide/tools | Published: 2024