The GfK MRI Psychographic Sourcebook

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Survey of the American Consumer: Part 2 II. Community, Politics, Environment & Attitudinal Outlook B. General Attitudes Segmentation The focus of this segmentation is on the underlying attitudes that often drive media and consumer decisions. Respondents are asked about their opinions on a variety of issues revolving around family, home, ambition, culture, orientation to others and the environment. • Faith & Family The interests of consumers in this segment do not venture far beyond their families and their faith. Spending time with family is a top priority, they try to eat dinner with their families almost every night and believe that marriage should be legal only between a man and a woman. They consider themselves to be spiritual, attend religious services regularly and say that prayer is a part of their daily lives. Members of this segment show little interest in environmental causes, the arts or foreign cultures. • Status Seekers For members of this segment, family and faith take a distant second place to social or career advancement. Their lifestyles are admittedly meant to impress others and they enjoy being the center of attention. Status Seekers relish the excitement associated with risk-taking and show little concern for the environment. Any interest they may have in the arts or foreign cultures is directly related to their drive for what they define as success. • Knowledgeable Nesters Home is the primary focus for members of this segment, who strive to have dinner with their families almost every night. Consumers in this segment value order but seek variety in their everyday lives. They are environmentally conscious and genuinely interested in the arts and foreign cultures. Nesters find it important to keep their homes neat and organized and enjoy showing their homes to guests. • Culturally Connected By choice or by life stage, respondents in this segment focus less on family than other consumer segments and more on the things of this world. They are environmentally conscious, interested in the fine arts and in learning about foreign cultures. They show little interest in religious matters and are very liberal when it comes to opinions about marriage equality. 51
Survey of the American Consumer: Part 2 II. Community, Politics, Environment & Attitudinal Outlook C. Green Attitudes & Behavior Segmentation This segmentation was created using responses to questions about consumers’ attitudes toward the environment and actions taken to support it, including recycling, buying hybrid cars and eating organic food. Consumers fall in one of six environment-related categories: • Un-Green These consumers place little value on preserving the environment or living in harmony with nature. When shopping, they put convenience and price before pro-environmental factors. They don’t buy organic food, don’t recycle and have no involvement in environmental groups or causes. • Green at the Supermarket Members of this segment are green, but not always because of the environment. They often “buy green” and regularly eat organic foods, most likely because of their own health concerns – not necessarily out of concern for the environment. • Green in Theory Members of this segment are Green by self-description, but not in practice. They say it is important to protect the environment and to be in tune with nature, but they will not give up convenience or low cost for the environment’s sake, their behavior is not motivated by environmental concerns and they are not involved in environmental groups or causes. • Green But Only If Green Shoppers think green and often act green, but their allegiance to Green causes has limits. They have positive views on preserving and protecting the environment, but they are not willing to give up convenience or pay more for environmentally safe products. • Green at Their Best Green at Their Best members think green, shop green, and live green. They are true believers in environmental causes, consistently recycling and buying environmentally friendly products, even when those products are less convenient or cost more than similar items. • Green Advocates Green Advocates are the greenest of the Green. Nature and the environment are of paramount importance to this segment of environmentalists, whose members firmly believe that their actions have an impact on the world. Not only do they recycle, environmental impact is an overriding factor in all their purchase decisions. And, of course, they actively support environmental causes. 52
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