Target Market
Global Cool’s approach is based on research by the Institute for Public Policy Research (ippr) and market researchers Cultural Dynamics. Global Cool targets the segment of the UK population which can most rapidly initiate changes in mainstream consumer behaviour – a group known as ‘Now People’.
“If lower carbon behaviour is to be made mainstream, communications urging behaviour change among the public to address climate change should be aimed at society’s trendsetters – the Now People.” – The Institute for Public Policy Research
“Gaining the support of Now People is crucial in any campaign. Sadly, few campaigns resonate for Now People… most get put in the ‘not yet’, ‘too worthy’ ‘too dull’ and ‘too complicated’ boxes. Global Cool – this is how Now People think. Note how different [it] is from most campaigns.” – Campaign Strategy, 2009
Now People are sociable, high-energy risk-takers who look for the flashy and intense – they are interested in going out, having a good time, shopping and visible symbols of success. Their desire for the approval of others and concern about how others view them drives their interest in glamour, fashion, celebrity and status. They are normally (though not exclusively) aged 18-40.
Research shows that Now People know that they should be doing something about climate change and feel anxious about this. But they don’t know what to do, and communications from government and environment groups don’t connect with them. Many climate campaigns are based on appeals to do what is ‘right’, which don’t resonate with Now People who are not driven by morality and hate being made to feel guilty or to give things up.
The report by ippr, ‘Consumer Power: How the public thinks lower-carbon behaviour could be made mainstream’ found that 30% of the population are currently not engaged with climate change communications and therefore not reducing their carbon footprint. For these people “climate change communications, products and policies have failed… leaving them unengaged or ‘switched off’ from the issues”. Without engaging this segment in climate-friendly behaviour it will be impossible for the UK to reach its emissions reduction target.
In the UK, Global Cool is the only organisation which specifically targets this key segment to engage in climate-friendly behaviours, having developed our approach by working closely with the authors of and contributors to ippr’s research.
Also in this section
Our Campaigns
Global Cool - a green lifestyle movement that works with the entertainment and media industries to inspire people to think differently about sustainable lifestyles
Projects We Support
Project Genie - a programme that tackles climate change through children, based on the belief that children are one of the quickest routes to changing behaviours
Solar Power in Africa - supporting the roll-out of solar technology in Zambia to give communities and households access to clean and renewable energy
Praise for the Global Cool Campaign
"This is a fantastic organization working to help people find ways to save energy and be greener without sacrificing the things they enjoy.'" - Boris Johnson, Mayor of London
"Global Cool does a great job" - Ed Miliband MP, Leader of the Labour Party and former Secretary of State for Energy and Climate Change
"Global Cool is tackling one of the most important challenges facing humanity. What Global Cool is doing is brilliant" - Dame Suzi Leather, Chair, Charity Commission
"I need guidance. I really want to do well, but I honestly don't know how to do well unless somebody tells me.... and that's where Global Cool has a future" - Stephen Fry, British Actor
"Global Cool is such an energizing idea and non-profit... and incredibly impressively communicated and shared" - Sarah Teacher, Institute for Philanthropy
“Global Cool uses extensive market research to make carbon - saving cool rather than boring. And so has an influence beyond the usual Guardian-reading liberals. I’m impressed." - Ellie Stringer, New Philanthropy Capital
"We really value our relationship with Global Cool. Their campaign to promote ‘Traincations’ was highly imaginative and in terms of positioning they are a great brand fit for us" - Emma Harris, Director of Sales & Marketing, Eurostar
Our supporters include:
