How to Sell Snow to the Eskimos

The research by Encams has led to classifying people into behavioural clusters which can give an insight into how people want to be communicated to, what their needs are and what’s going to turn them on or off in relation to waste.  It was found that that the process starts with an intention to recycle which process with barriers including the hassle issue and ending up with so many barriers that people end up dumping waste in the normal bin.

Motivators
The attitudinal segments were found to be:

• The routine recycler the motivation being more information.
• The domestic cleanser the main barrier being messy, lack of space and the motivator being making it clean and allowing for more space and to harness guilt.
• The ‘all their fault’ group had low motivation and so compulsion was seen as a ‘maybe’ to motivation.
• The ‘misinformed moaner’ group and the busy dismisser and have barriers such as lack of time. It was seen to be too much effort on their part and they felt they had inadequate facilities. The solution was seen to be making the action easy and quick and to give good reason.

Specific paper/book
Selling Snow to the Eskimo – ENCAMS http://www.encams.org/home/

Name
Alan Woods, Chief Executive, ENCAMS

Contact Details
Justin Jupp – London Regional Director – ENCAMS