1、 ENVIRONMENTAL SUSTAINABILITY:WHO CARES?A segmented landscape of engagement,challenges and opportunitiesNovember 2022Authors:Dr.Pippa Bailey,Chris Murphy and Steven NaertESG SERIESFrom understanding to activationpg 15The segmentation of sustainabilitypg 06Five key takeawayspg 03The contextpg 04Shift

2、ing dimensionspg 13CONTENTSGeo-diversity in environmental concernpg 12Environmental Sustainability:Who Cares?2 Citizen concerns,attitudes,priorities and actions are not homogenous when it comes to environmental and social issues.Globally,there is an increasing acknowledgement that we face an environ

3、mental crisis.However,urgent day-to-day issues are often higher priorities.Consumers can be split into five segments based on what they feel and how they act:Activists,Pragmatists,Conflicted Contributors,Busy Bystanders and Disengaged Denialists.If we understand how different segments in different p

4、arts of the world feel and act,we can better educate,engage and drive constructive behaviour change through relevant and respectful solutions and messaging.To engage multiple segments,brands need to think about presenting sustainability as a co-benefit,not the primary benefit.Five key takeaways01 02

5、 03 04 05 Environmental Sustainability:Who Cares?3Five key takeawaysThe contextSegmentationGeo-diversity in concernShifting dimensionsFrom understanding to activationWith an increase in the frequency and intensity of weather events across the world,it is hard to ignore the effects of climate change.

6、Two-thirds of the global population say they have experienced these effects in their region(this figure being as high as nine in ten in parts of the global south),1 with 83%of people saying that we are heading for environmental disaster unless we change our habits quickly.2 Corrective activity is vi