Kate Wing's Blog
What kind of Green am I?
September 26, 2007
Posted by Kate Wing in Living Sustainably , The Media and the Environment
You've got to be at least a little curious about people to work in policy. Otherwise, you could just be a field scientist and spend all your time with penguins or microscopes. But people, well, they're kind of fascinating. What do they want? What drives them to make the choices they do? And why don't they use their turn signals? Luckily, the world of market research has spent billions of dollars finding out what makes us tick. Normally, accessing that info might cost you a few grand but this month you can get a glimpse for free in Southwest Airlines Spirit magazine.
Spirit Magazine frames this as a story about neighborhoods: what kind of people live in which cities, and where should you move to be near like-minded folks. You can also look up your zipcode to see who they think lives near you now. They've summarized 66 categories of American households as determined by Claritas, a "target marketing " firm. Key descriptors for each group are their cars, reading material, and, in some cases, beer brands. Here are two examples from the "Town & Rural" group:
God’s Country
These urban refugees have fled to the country seeking a more laid-back lifestyle. Though they travel frequently for business, leisure is a top priority. They read Skiing magazine, drive Toyota Land Cruisers, and tune into the Outdoor Life Network.
Median household income: $83,827
Hangout: Teton County, Wyoming (Jackson)Heartlanders
These middle-aged parents pay the bills with jobs in manufacturing and agriculture, spend their free time boating and hunting, and vacation by means of motor home. Popular eating spot: Cracker Barrel. On the tube: CBS’s Early Show.
Median household income: $43,087
Hangout: Sully County, South Dakota (Onida)
When I look through these categories, I try to think like a campaign director and figure out how to pitch an environmental issue to each person. As you may know from my posts, I agree with the folks who think the debate to define who is a 'real' environmentalist is a waste of energy. Real conservation involves so many different ideas and values, like innovation, efficiency, solitude, family, leisure, and adventure, among many others. You may choose a compact fluorescent bulb because it saves energy, while your sister does it because she hates changing light bulbs, and your friend from high school does it because it's the law in his state. I don't personally know people who fit each one of these 66 categories (or at least, I don't think I do) but I like thinking about how I could have a conversation with them. Maybe even a conversation about squid.
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