The public's demand for a sustainable society is growing rapidly, particularly since that programme in Sir David Attenborough's Blue Planet 2 TV series. Perhaps, though, the most heartening sign is the result of an Ipsos MORI poll released in April 2020 showing 71% of people in the UK view long-term climate change as serious as the coronavirus outbreak.
Environmental psychology is a relatively new area of research but this, along with many attitudinal surveys by companies such as Ipsos MORI, YouGov, Nielsen, National Geographic, and BBMG reveal that we all react to environmental messages in different ways. It's easy when you're passionate about a subject to forget that others aren't on your wavelength - for example, 78% of people taking part in a Government survey in April 2020 said they don't understand the concept of net zero carbon. Yet this is a term used everyday by sustainability professionals.
Persuading people to change to greener lifestyles involves understanding how people's motivations differ, and tailoring the PR messages so they appeal to different groups of people.
At Green Spark, we keep abreast of the latest research and thinking around the 'psychology of green', as we call it, so you don't have to. Our many years of experience has seen us communicate sustainability to virtually every kind of person 'out there': community groups, politicians, socially disadvantaged groups, schools, farmers, commercial companies, to name a few. We get a particular pleasure from bringing together sustainability with groups who don't think this environmental stuff is relevant to them and seeing the magic happen.
All of this enables us to create content that resonates with your target audience and changes attitudes and behaviours, boost sales, influences decision-makers and brings about lasting change for the benefit of both you and the planet.