How green are your consumers?

The most important element of successful retailing is for retailers to know and understand their target customer market. With this in mind and in the context of the current green climate, the Energy Savings Trust has  classified  consumers in its Green Barometer on climate change. They are:
Green atoners are likely to be the most affluent part of the society, perhaps offsetting consumerist guilt with green action. They find green taxes and carbon rationing more socially acceptable than those less affluent. A third of the most affluent consumers don’t buy from organisations that damage the environment.
Green goddesses.  More women (76%) than men (69%) feel growing pressure to change the way they live to reduce the impact of climate change. Women also seem to be marginally more active than men in doing things – only 37% are not doing anything at all compared to 43% of men.
Green boomers.  It’s the older members of society that are leading the green way and they are prepared to make real lifestyle changes. The number of 55+ year olds doing a number of things to reduce their energy and carbon emissions is double that of 18-34 year olds.
Green savers are more interested in saving money than saving the environment. Those in Northern Ireland are most likely to be more interested in saving money than saving the environment (45%). The Scottish are less interested in the money they would save from using less energy than any other nation.
Green campaigners/ leaders are most likely to put their money where their mouth is. They want to see the UK leading the way. The Welsh are almost twice as likely to stop buying from organisations that damage the environment than any other home nation.
Green speculators are only dipping their toes in the water. They are only taking small actions, not committing to more substantive changes. The English are the most likely to do a few small things to reduce their energy use and carbon emissions, whereas more people in Scotland, Wales and Northern Ireland claim to be taking more measures to reduce their energy use.
Green pretenders are saying they are concerned with the environment but not following through.
Green apprentices need to be told what to do/need more guidance. In Northern Ireland, an overwhelming majority (98%) wants the government to let them know what they can do to save energy.