YOUTH LITTER SEGMENTATION RESEARCH

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PUPIL’S SUGGESTIONS FOR RESOLVING THE PROBLEM • Posters around the school “Posters showing the consequences” • More teachers patrolling “More to catch us at it” • Lessons in PSE “If they had a video with celebrities picking up litter and we saw it in PSE then it might work” • Removing the ‘stigma’ of good behaviour “If there was some way we all did it - and didn’t feel like geeks doing it” MORE AND BETTER BINS but is it really the answer? CARROT AND STICK
OPINIONS OF CURRENT ANTI-<strong>LITTER</strong> SCHEMES • Three schemes were described to the pupils for their reactions as to whether or not they would be appropriate for their schools • The idea of collecting certain types of litter (eg crisp bags) for a reward was also put to them • Overall, two schemes and the ‘collecting’ idea were very close in popularity: ‘Naming and Shaming’ was the slight ‘winner’, closely followed by ‘Tokens for a prize’ and ‘Collecting certain types of litter’ • The idea of ‘6th Form litter wardens’ received only a handful of votes • However, it should be borne in mind that the ‘prize’ aspect of the ‘tokens’ scheme was the key driver, not the mechanism for obtaining it
Page 1 and 2: YOUTH LITTER SEGMENTATION RESEARCH
Page 3 and 4: RESEARCH OBJECTIVE “To understand
Page 5 and 6: SPONTANEOUS IMAGE OF ‘LITTER’
Page 7 and 8: WHY DOES THIS AGE GROUP LITTER? •
Page 9 and 10: WHEN WOULD THEY BE MOST LIKELY TO L
Page 11 and 12: THE REASONS FOR LITTERING LAZINESS,
Page 13 and 14: “A crisp pack on the way home fro
Page 15 and 16: Focusing On Their Schools
Page 17 and 18: HOW DIFFERENT ARE THEIR SCHOOLS? TH
Page 19 and 20: HOW DIFFERENT ARE THEIR SCHOOLS? -
Page 25 and 26: School Approaches To Litter - And P
Page 27 and 28: THE CURRENT ANTI-LITTER MEASURES UN
Page 29 and 30: ANTI-LITTER PUNISHMENTS • For the
Page 31 and 32: CURRENT MEASURES “We’d taken a
Page 33: PUPIL’S SUGGESTIONS FOR RESOLVING
Page 37 and 38: OPINIONS OF CURRENT ANTI-LITTER SCH
Page 43 and 44: Anti-Litter Messages
Page 45 and 46: PUPILS’ SUGGESTIONS FOR ANTI-LITT
Page 47 and 48: ATTITUDES TOWARDS ANTI-LITTER STIMU
Page 49 and 50: ATTITUDES TOWARDS ANTI-LITTER STIMU
Page 51 and 52: SUCCESSFUL ELEMENTS OF THE VARIOUS
Page 53 and 54: ATTITUDINAL SEGMENTATION From gener
Page 55 and 56: ATTITUDINAL SEGMENTATION I’m Just
Page 57 and 58: ATTITUDINAL SEGMENTATION I’m Hard
Page 59 and 60: SEGMENT MAPPING FEMALE I’m Just N
Page 61 and 62: GENERAL AWARENESS OF THE IMPACT OF
Page 63 and 64: CONCLUSIONS THE PROBLEM It proves m
Page 65 and 66: TOWARDS SOLVING THE PROBLEM Underst
Page 67: CHANGING BEHAVIOUR - BY SEGMENT CUR

YOUTH LITTER SEGMENTATION RESEARCH

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