The Sustainability Passion Index is a unique consumer segmentation model from The SHIFT Report that is based on how people define and interact with sustainability – beyond green. It is built on robust quantitative data of 5,000 North Americans, and how they feel about sustainability and social responsibility related issues. They were asked to rate the importance of a range of issues including global warming, pollution, fair trade, employee treatment, supporting local, community connection, buying eco products, sense of well being, spiritual contentment, nurtured relationships vs material possessions. Five distinct segments have emerged from our analysis. They are defined by their passion for specific sustainability issues. Download the and preview the complete Table of Contents.
Members of The Sustainability Passion Index can then order their own custom SPI specific to brand, category or consumers group. or the The SHIFT Report – Products section for more information.
SPI Segment Overview
The Vocal Globalist (34%)
They are passionate about social and environmental issues. They are more concerned about Global Warming than any other group. They are very much connected with their community, talking amongst friends and writing blogs. They take the time to be aware of the issues, and are simultaneously anxious and confident about the future.
The Causal Spectator (28%)
They are not particularly passionate about any issues. Connecting with friends, family and community is important, but they do not think it is important to make a contribution. They read blogs regulary, but they do not write them. Leading a balanced life, being paid a living wage and treating others with respect is important to them – but no more important than any other group believed.
The Pragmatic Believer (19 %)
They are distinctly passionate about spiritual issues. having a higher purpose in life is important to them, yet at the same time they are grounded and focussed on what they can achieve. They rate family, friends and community highly, support locally based businesses and volunteer frequently. price is a major barrier to making betting decisions. Buying organic is not important to them. Climate change is not important to them.
The Hyper Local (10%)
They are passionate about local. Supporting local businesses is important to them. Buying local is important to them. They are active in their neighbourhoods and engaged with what is going on. Family, friends and community are central to their lives, but they are also very realistic about the choices they make. They shop at mega brand stores like Wal-Mart, and are generous in giving credit to brands that are trying to make a difference.
The Self Serving Non-Believer (9%)
They are distinctly dispassionate about issues that do not affect them directly. Issues such as pollution, global warming and buying environmentally conscious products rank very low in terms of importance. Buying fair trade and local products and services are not important. Instead they rate issues such as connecting with friends and family, leading a balanced life and nurturing personal relationships quite highly. As well as broader issues that could affect them including employee treatment and being paid a living wage.
