EC1 2.c - 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!

This section report also considers how people's personal passions, in Canada, England and the USA, are correlated to concern about climate change - and how this varies by age/gender sub-groups in different countries. A major issue is whether a belief about the threat of climate change makes us more interested in the natural world.

Finally, this section report investigates the interaction between the type of industries people are employed in, and belief in climate change. As Caesar observed 'Men willingly believe what they wish for'.  

• 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?
• 'How climate concern can motivate people to be interested in your low-carbon product', article for Sustainable Business magazine based on this data, April 2010
• Challenge your assumptions on how to market your low carbon product, 5 top tips based on international primary research data', presentation to SustainabilityLive! Conference, April 2010, slides 10, 41, 42 - based on this data.

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Quotes:

"In England, those who think suburban trains 'desirable' have a very strong values' profile - they tend not to be materialistic, nor self-indulgent, but contented and hospitable."

"In the US, Democratic party supporters are significantly more likely to ascribe to 'status-based materialistic' values than Republicans."

"Whilst there are cultural differences between countries, Climate Citizens tend to be more passionate about pursuits that involve nature or reflection, as opposed to other types of pursuits."

View the Introduction & Contents pages for this section report.

CONTENTS; 140 pages