Group 1. Represented by Rosemary Green - 25% of the population

• They believe people are damaging the environment and have started taking some tentative, easy steps to reduce their impact. They also look favourably on initiatives such as solar and wind power. However, they are often deterred from taking further steps by the perceived expense of them and are also reluctant to give up any of their creature comforts.
• They are passive environmentalists. They haven’t sought out information on what they could be doing, think others should be taking steps to encourage them to do more and are looking to business to lead by example.
• Demographically they tend to be older working class, not working and more often from the Midlands and the South West, less often from London.

Group 2. Represented by Sophie Green – 22% of the adult population

• This segment is clued up about environmental issues, and recognises the direct impact the UK’s energy consumption has on climate change. They believe the time to act is now and are already doing all they can to make a difference, partly under encouragement from others. They have cavity wall insulation, try to keep heating bills down and use their car less. Importantly, they disagree that their own comfort should come first and disagree that it is more expensive to take action than not to. They view a range of energy saving initiatives favourably.
• Demographically they are more likely to be full-time workers, from higher socio-economic classes, and are spread across all areas of the country.

Group 3. Represented by Peter Green – 22% of the population

• This segment seems happy for others to save the planet, with their support. They approve of initiatives that others can take to reduce carbon emissions (such as use of renewable sources), but have taken few, if any, steps themselves.
• They tend to live in London, and are middle class (C1 socio-economic class).

Group 4. Represented by Conor Green – 18% of the population

• They are likely to recycle and turn off appliances when not in use, but know very little about other steps they can take to help reduce their impact on the environment and are not motivated to find out.
• The issue generally is not that important to them and as they can’t really see how their actions will make any difference when there are millions of other cars on the road, they are unlikely to try to make a difference. Climate change may be an issue, but they will leave it to others to sort out.
• They look less favourably on many energy saving initiatives such as developing renewable energy sources and reducing carbon emissions generally and the issues are less important to them generally. They are more likely to be higher socio-economic classes (AB rather than DE), working and in the North.

Group 5. Represented by Uncle Tel – 13% of the population

• They know relatively little about environmental issues, but disagree that humanity is to blame for climate change. They don’t recognise any need to act now to reduce our environmental impact, and as a result aren’t moved to make any effort to reduce their energy consumption.
• While not against renewable energy such as solar and wind power, they don’t see any urgency in their introduction. Essentially saving energy and reducing emissions are not important issues to them, and so they will make little effort in that direction.
• Demographically they are more likely to be in London, not working, and from a DE socio-economic group.