If your next e-mail marketing campaign, telemarketing campaign or direct mail piece is targeted at environmentally friendly consumers then you’re in luck. Serendipity 2 has recently acquired access to Experian’s Green Aware Database.
What is the Green Aware Database?
The Green Aware Database is the first of its kind in the UK. It has been developed by Experian in collaboration with the Stockholm Environment Institute. The data has been collected at an individual household level and it separates UK consumers out into the following 4 broad segments:
- 34 Million Behavioural Green Households
These consumers consistently live, act and buy green. They are the most responsive to green marketing campaigns. - 24 Million Think Green Households
This segment agrees that something must be done to promote green choices but aren’t actively engaged in the green lifestyle or making green purchasing decisions. - 36 Million Potential Green Households
This is the largest group. They are on the fence about environmental issues and are not overtly engaged in the green lifestyle. - 14 Million True Brown Households
True browns demonstrate no interest in green purchasing decisions. Knowing who the true browns are ensures that you don’t spend valuable marketing resources targeting them with environmentally friendly marketing messages that they are unlikely to be receptive to.
For a more detailed level of analysis, the green segments can also be split further into 10 distinct groups, each with distinct purchasing, behavioural and attitudinal styles. These are Eco-Evangelists, Convinced Consumers, Green but Doubtful, Confused but Well Behaved, Doing their Best, Sceptical Libertarians, Too Busy to Change, Why Should I Bother?, Constrained by Price and Wasteful & Unconvinced.
How the Green Aware Database Can Help You
The Green Aware database allows you to go beyond simple demographic profiling and allows you to select your data based on true behavioural indicators and purchasing habits at an individual household level.
- Enriched Customer Data
Green aware can help you gain a better understanding of your current customer database. - Targeted Messaging
The green segmentation can allow you to target your environmentally friendly message to consumers who are most likely to be receptive and engender customer loyalty amongst this group. - Optimised Spending
Knowing who the true browns are ensures that you do not waste valuable resources sending your marketing message to these individuals. - Revenue Gains
Targeting Behavioural Greens who consistently display green purchasing decisions will lead to greater revenue gains.
If you would like to speak about Green Aware data, or any other specific data and insight, mapping or profiling requirement then please get in touch. S2 works for a wide range of clients from big brands to small independents and have been recognised by our winning ‘Best Use of Data in FMCG’ in both 2008 and 2010 at the prestigious Data Strategy Awards.
Phone: 01926 887 555
E-mail: info@serendipity2.com.
Alternatively you could have a look at the case studies and examples on our website: www.serendipity2.com.
