Experian’s GreenAware is the UK’s first comprehensive carbon footprint measure for every household and postcode in the UK. Developed in collaboration with the Stockholm Environment Institute, it breaks down individual consumption and environmental impact by UK household and postcode.

GreenAware is combined with Green Segments to define the UK population by eco-attitudes. Green Segments identifies the drivers and barriers of behaviours, including consumers’ understanding of green initiatives and the terminology used to describe their carbon footprint, their sense of risk, accountability and brand awareness.

What can it do for me?

The classification helps organisations across all the public sector to identify a set of effective policies to reduce the carbon footprint at a local level. Key to this is targeting specific measures and incentives at different groups, supported by insight from GreenAware.

GreenAware can also be used to identify priority areas and households and to map regional variations in behaviour and attitudes, ensuring that public sector resources are allocated effectively and that communications are well targeted.

A few key facts

• Green Segments is made up of 10 distinct groups, each mapped at individual, household and postcode level. The groups include Eco-Evangelists, Doing their Best, Too Busy to Change and Wasteful & Unconvinced.

• GreenAware can be used with or without Green Segments.

• All GreenAware measures are linked to Experian’s Mosaic Public Sector™ classification of UK citizens, allowing Mosaic Public Sector users to identify the carbon footprint and environmental attitudes of Mosaic Public Sector groups and types.

For more information please contact us or download our
GreenAware factsheet.

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