September 02, 2011 01:00 ET

How Green and Ethical Are Your Customers?

New Callcredit Segmentation Identifies 'Green and Ethical' Consumers

LEEDS, UNITED KINGDOM--(Marketwire - Sept. 2, 2011) - Callcredit Marketing Solutions has released a new consumer segmentation tool that will help marketers understand how 'green and ethical' their customers really are.

The Green & Ethical segmentation has been built using a wide range of information from the YouGov Green Gauge Survey combined with data from Callcredit's Core database. It uses data such as environmental awareness and views, 'green' lifestyle choices, eco and ethical shopping and finances, to segment UK consumers into 13 categories, from the 'Righteous Rich' at the top of the 'green and ethical' tree to the 'Am I bothered?' group rooted firmly at the bottom.

This new tool, which is part of Callcredit's extensive customer segmentation suite, will allow marketers to understand customers' attitudes to green and ethical issues, personalise campaigns to customers' concerns and behaviours and target the right customers and prospects with the right campaigns.

Green & Ethical assesses the way in which consumers think about and act upon environmental and ethical concerns in their daily lives, whether through their purchase of goods and services, their consideration of provider or in their individual attempts to make a difference.

Chris Savage Managing Director, Callcredit Marketing Solutions said: "In today's society, environmental and ethical issues are increasingly influencing consumer behaviour and purchasing decisions. These issues are starting to have a positive impact on the way consumers live their lives, how they shop, how they choose their energy provision and transport and even, in some cases, how they manage their finances".

Chris added, "This unique classification has been built to append a customer database and segment individuals based on those behaviours and attitudes towards green and ethical issues at a local, national and global scale. In addition it also provides propensity scores into specific issues such as fair-trade, 'green' finance and willingness to pay more for environmentally friendly products. With this new insight, marketers can learn more about their customers increase the effectiveness of their mailing list campaigns and ultimately increase ROI".

The Green & Ethical Segments

  • Green & Ethical is an individual level consumer segmentation system consisting of 13 groups ranging from those committed to the cause, those who care but do not act to those who are indifferent and do nothing.
  • Green & Ethical segments the whole of the UK population into the following groups:
Quick Description
A The Righteous Rich They can afford to pay premium prices and almost always take ethical credentials into consideration
B Green Is The New Black These consumers see green and ethical issues as in vogue and consider them a fundamental part of their daily lives
C Eco Enthusiasts Keen to make a difference, they integrate green living into their daily routine
D Money Talks They believe they can personally make a difference and are prepared to contribute financially to fighting the issues
E The Good Life They always recycle anything they can and around half have a compost heap to help the garden or veg patch grow
F Doing Their Bit Being on mid to high incomes, purchasing is sometimes influenced by green and ethical issues, but they often fail to put their money where their mouth is
G Green Drivers They contribute in their own way by driving green vehicles and trying to cut down on unnecessary car journeys
H Stuck In The Middle They would be willing to spend extra if they could afford it, but as it stands they are not willing to part with the cash
I It's Not Easy Some will have a family to support and may have to stretch finances further, meaning no budget is spared for green or ethical premiums
J Not My Problem They don't see these issues as their problem and are neither perturbed nor influenced by what other people think
K Skint Sceptics With relatively low incomes, budgets are tight so fairtrade, organic, ethically sourced products are avoided
L Other Priorities Juggling busy lives with low incomes, these consumers have neither the money nor the inclination to think green
M Am I Bothered? The general attitude is that if it costs money or takes any effort, they are not willing to get involved

How Is Green & Ethical Built?

  • Green & Ethical has been built using data from the quarterly YouGov Green Gauge Survey, complemented with data from our Core Consumer universe.

  • YouGov's Green Gauge survey comprises more than 1000 data variables.

  • Over 150 propensity models were built to predict a wide range of green and ethical behaviours and attitudes for 41m individuals on Core.

  • These are then segmented to produce 13 groups.

  • Eight key propensity scores are also available as Choices variables for use in making simple selections and more advanced modelling.

  • Green & Ethical is updated continually in line with survey responses and Core refreshes to deliver as clear a picture as possible of the UK population.

About Callcredit Information Group -

Callcredit Information Group's leading approach to deploying consumer information brings together experts across the fields of credit referencing, marketing services, interactive solutions and consultative analytics to provide clients with a range of innovative and effective products to discover new customers and to engage with current customers to optimise and increase profitability.

Products include award-winning fraud verification tools and database solutions to positively verify consumers, global operations to help expand businesses into new markets, digital solutions to improve the overall journey consumers make during interaction with a brand, customer handling to ensure consumer satisfaction at all levels and consumer marketing data and segmentation to improve understanding and targeting of customers and prospects.

Callcredit also offers products for their clients to assess a customer's credit risk and affordability and their experts in collections and recoveries provide tailored debt recovery and tracing tools. Their market analysis and network planning function helps organisations develop profitable retail networks, and their tools in multi bureau, analytics and metrics work to provide fully assessed bureau data.

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