"This report addresses how people’s identity relates to attitudes to climate change, and how this can be used in marketing. A general finding from academic research is that people with more materialistic values tend to have less concern for the environment – yet marketers need to know what this means in selling specific low carbon products to specific demographic sub-groups, in different cultures and in different product categories. Selling a micro-energy system is different to selling a Prius, which is different from getting people to take the train!

This report also considers how people’s personal passions are correlated to concern about climate change – and how this varies by age/gender sub-groups in different countries. A major issue is whether a belief about the threat of climate change makes us more interested in the natural world.

Finally, this report investigates whether the source of a respondent’s household income has an impact on their belief in climate change. As Caesar observed ‘Men willingly believe what they wish’.

Questions addressed

• Is there a link between materialism and attitudes towards climate change, and how strong is this relative to other demographic and cultural differences?
• Do people who think the Prius as ‘desirable’ have a distinctive values profile? How could this be used in leading Toyota marketing in the US?
• Can a ‘status-based materialistic’ marketing approach be useful in getting people to make low-carbon improvements to their home?
• How much do people’s passions and leisure pursuits vary according to their concern about climate change? How might this be useful in a media strategy?
• Does the threat of climate change make people more (consciously) attracted to nature? What opportunities and implications are there for the travel industry?
• Do people’s opinions about climate change vary by which industry sector their household members are employed?"

"1.0 Introduction 3
1.1 Key Insights 23
1.2 Methodology 28
2.0 Report Results 33
2.1 Cluster Analysis 34
2.2 Factor Analysis of Values Statements 42
3.0 Canada Data 50
3.1 Lifestyle Values 52
3.2 Lifestyle Values – Demographic Profiles 55
3.3 Lifestyle Values – In relation to iconic transport choices 58
3.4 Passions 62
3.5 Passions – Gender/age profiles 67
3.6 Employment 76
4.0 England Data 79
4.1 Lifestyle Values 81
4.2 Lifestyle Values – Demographic Profiles 84
4.3 Lifestyle Values – In relation to iconic transport choices 87
4.4 Passions 91
4.5 Passions – Gender/age profiles 96
4.6 Employment 104
5.0 America Data 108
5.1 Lifestyle Values 110
5.2 Lifestyle Values – Demographic Profiles 113
5.3 Lifestyle Values – In relation to iconic transport choices 116
5.4 Passions 120
5.5 Passions – Gender/age profiles 125
5.6 Employment 133
6.0 Further Analysis 138
7.1 Survey Release Outline 142
7.2 Addendum 143"