3 Overview of results

Text description of figure 24:

Figure 24 provides a pictorial view of the final segmentation, including the estimated size of the segments, and where they sit on Defra’s ability/willingness to do more to care for the environment matrix. Also included in the figure are the estimated numbers of the population that comprise each segment.

• Positive Greens
• 14% of population (473,000)
• Highest ability to act
• Highest willingness to act

• Waste Watchers
• 39% of population (1,318,000)
• Second highest ability to act
• Third lowest willingness to act

• Concerned Consumers
• 18% of population (608,000)
• Third highest ability to act
• Second-equal highest willingness to act

• Sideline Supporters
• 5% of population (169,000)
• Second lowest ability to act
• Second-equal highest willingness to act

• Cautious Participants
• 8% of population (270,000)
• Third lowest ability to act
• Fourth highest (middle) willingness to act

• Stalled Starters
• 5% of population (169,000)
• Lowest ability to act
• Second lowest willingness to act

• Honestly Disengaged
• 11% of population (372,000)
• Fourth highest (middle) ability to act
• Lowest willingness to act