Values, passions and incentives - in relation to climate change

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!

• Is there a link between materialistic values 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? Ho can this be used in guiding 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, interest in sports and other 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 (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?

Contents

1.1 Introduction
1.2 Key Insights
1.3 Methodology

2.1 Report Results
2.2 Attitudinal segmentation to climate change
2.3 Factor analysis of values statements

3 CANADA DATA

3.1 Canada - Lifestyle values
3.2 Canada - Lifestyle values : Demographic profiles
3.3 Canada - Lifestyle values : in relation to iconic transport choices
3.4 Canada - Passions
3.5 Canada - Passions : Gender/age profiles
3.6 Canada - Employment

4 ENGLAND DATA

4.1 England - Lifestyle values
4.2 England - Lifestyle values : Demographic profiles
4.3 England - Lifestyle values : in relation to iconic transport choices
4.4 England - Passions
4.5 England - Passions : Gender/age profiles
4.6 England - Employment

5 USA DATA

5.1 USA - Lifestyle values
5.2 USA - Lifestyle values : Demographic profiles
5.3 USA - Lifestyle values : in relation to iconic transport choices
5.4 USA - Passions
5.5 USA - Passions : Gender/age profiles
5.6 USA - Employment

6 FURTHER ANALYSIS

7.1 Survey Release Outline
7.2 Addendum
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