{"id":74,"date":"2012-05-22T17:23:51","date_gmt":"2012-05-22T17:23:51","guid":{"rendered":"http:\/\/threeworlds.campaignstrategy.org\/?p=74"},"modified":"2012-05-24T08:43:25","modified_gmt":"2012-05-24T08:43:25","slug":"analysis-of-defra-green-segmentation-by-values","status":"publish","type":"post","link":"https:\/\/threeworlds.campaignstrategy.org\/?p=74","title":{"rendered":"Analysis of DEFRA Green Segmentation by Values"},"content":{"rendered":"<p>The British government department DEFRA (Department of Food, Environment and Rural Affairs, operating in England and Wales) developed a \u2018<a href=\"http:\/\/www.defra.gov.uk\/publications\/files\/pb13574-behaviours-report-080110.pdf\">green segmentation\u2019<\/a> based on self-reported public behaviours, in 2008. This segmentation was intended to be used to understand and drive \u2018green\u2019 or \u2018<a href=\"http:\/\/www.oecd.org\/dataoecd\/2\/55\/43373068.pdf\">pro-environmental<\/a>\u2019 behaviours and was widely reported in the media and used by <a href=\"http:\/\/www.biggreenbundle.org\/how-to-use-it\">various organisations<\/a> .<\/p>\n<p>In 2010 DEFRA commissioned CDSM (<a href=\"http:\/\/www.cultdyn.co.uk\">www.cultdyn.co.uk<\/a>) to apply Values Modes segmentation to the DEFRA segments, which are based mainly on behaviour and standard demographics and social questions.\u00a0 This values analysis has not been published and is explained here.\u00a0 For users of the DEFRA \u2018green segmentation\u2019 it should give a guide to more effective strategy for engagement and behaviour change because it is motivational.\u00a0 The analysis also reveals that some of the segments are not \u2018real\u2019 segments at all, in so far as they represent people with a variety of fundamentally different, even opposing unconscious motivations, and that any attempt to\u00a0 treat these people as a homogenous group based on common behaviours or standard demographics, would not be likely to workThe British government department DEFRA (Department of Food, Environment and Rural Affairs, operating in England and Wales) developed a \u2018green segmentation\u2019 based on self-reported public behaviours, in 2008. This segmentation was intended to be used to understand and drive \u2018green\u2019 or \u2018pro-environmental\u2019 behaviours\u00a0 and was widely reported in the media and used by various organisations.<\/p>\n<p>In 2010 DEFRA commissioned CDSM (www.cultdyn.co.uk) to apply Values Modes segmentation to the DEFRA segments, which are based mainly on behaviour and standard demographics and social questions. This values analysis has not been published and is explained here (below). For users of the DEFRA \u2018green segmentation\u2019 it should give a guide to more effective strategy for engagement and behaviour change because it is motivational. The analysis also reveals that some of the segments are not \u2018real\u2019 segments at all, in so far as they represent people with a variety of fundamentally different, even opposing unconscious motivations, and that any attempt to treat these people as a homogenous group based on common behaviours or standard demographics, would not be likely to work.<\/p>\n<p>Analysis here.<a href=\"https:\/\/threeworlds.campaignstrategy.org\/wp-content\/uploads\/2012\/05\/Note-on-Values-and-DEFRA-C-Rose.pdf\">Note on Values and DEFRA C Rose<\/a><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The British government department DEFRA (Department of Food, Environment and Rural Affairs, operating in England and Wales) developed a \u2018green segmentation\u2019 based on self-reported public behaviours, in 2008. This segmentation was intended to be used to understand and drive \u2018green\u2019 &hellip; <a href=\"https:\/\/threeworlds.campaignstrategy.org\/?p=74\">Continue reading <span class=\"meta-nav\">&rarr;<\/span><\/a><\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-74","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/threeworlds.campaignstrategy.org\/index.php?rest_route=\/wp\/v2\/posts\/74","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/threeworlds.campaignstrategy.org\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/threeworlds.campaignstrategy.org\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/threeworlds.campaignstrategy.org\/index.php?rest_route=\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/threeworlds.campaignstrategy.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=74"}],"version-history":[{"count":9,"href":"https:\/\/threeworlds.campaignstrategy.org\/index.php?rest_route=\/wp\/v2\/posts\/74\/revisions"}],"predecessor-version":[{"id":86,"href":"https:\/\/threeworlds.campaignstrategy.org\/index.php?rest_route=\/wp\/v2\/posts\/74\/revisions\/86"}],"wp:attachment":[{"href":"https:\/\/threeworlds.campaignstrategy.org\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=74"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/threeworlds.campaignstrategy.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=74"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/threeworlds.campaignstrategy.org\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=74"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}