You dont use those words, though, do you?

You see them on packages group participant, Spring 2007 Words that sell How the public talks about sustainability

Focus

Contents Introduction 01 Introduction 02 What we learned 04 How to use this guide: Green Words Amber W ords Red Words 05 Second Chance Waste and Smart Appliances ZERO WASTE LESS IS MO RE SECOND CHANCE RUBBISH SMART versus GREEDY WATTAGE WASTAGE and CUT THE BUZZ SL IM BINS 09 Spurting and Savvy Driving FLIGHT ADDICT and HABITUAL FLYER SAVVY DRI VING NON-ESSENTIAL FLYING BINGE FLYING SPURTING THE MPG CHALLENGE (mpg = miles p er gallon) STRESS-FREE MOTORING ECO-SAFE DRIVING 14 Sparks That Last IN-HOUSE GE NERATION INDEPENDENT POWER FINITE ENERGY SOURCES SPARKS THAT LAST GREEN POWER PO STCODE POWER MICROGENERATION CONFLICT ENERGY 18 One Planet What? ONE PLANET LIVI NG GREEN and CONSCIOUS LIFESTYLES SQUARE DEAL GLOBALLY ALERT and CITIZEN CONSUME RS CARBON FOOTPRINT CLIMATE-FRIENDLY LIFE BLINKERED LIFESTYLE DEVELOPING / DEVEL OPED WORLD POOR COUNTRIES / RICH COUNTRIES NORTH / SOUTH MY SLICE OF THE PIE 23 Overview: the findings Contents Words matter. They matter a great deal. Words bring ideas alive, make new concep ts familiar, and can change the way we see the world. Marketers, journalists and those working in the media are acutely aware of the importance of words. There is a whole industry dedicated to perfecting copy. A PR company can spend days (o r weeks, if the client is important enough) pondering a single line of text. In some cases, millions of pounds are spent on market testing one word. Yet those p romoting sustainable development work with an inherited terminology cobbled toge ther from science, economics and decades of policy making, pressure group campai gning and academic debate. Most people working in a sustainable development disc ipline know that their lexicon is often invisible to the majority of the public, and at worst alienating and off-putting to many non specialists. Understanding how the public responds to sustainability terminology isnt simply a test of basic understanding of the words. Experts are careful to balance the denotative meaning of words (the dictionary definition) with the connotative associations, feelings and images a word conjures for the people who hear or use it. This short study b y Futerra is designed to test the connotative meanings of both established and s ome newly coined sustainability terminology. Weve picked up terms from government reports, NGO posters and business websites, and weve even made up a few original ones. The use of common words connects members of a community into a network wi th formidable collective powers. If sustainability is to become a persuasive vis ion, it needs a persuasive language. We hope this report is a first step in deve loping that language. 01 Futerra Words that sell

What we learned Futerra commissioned focus group testing of the terminology used every day in th e sustainable development community. Our team also coined some new sustainabilit y words and phrases to see how they would be received by the public. While the r esponses to the specific terms themselves are fascinating, some clear conclusion s emerged that can be applied across the whole sustainability lexicon; Common se nse matters The most popular and effective terms we tested were familiar to peop le and sounded like common sense. Moral, obviously political or accusatory terms w ere strongly reacted against, but terms that do exactly what it says on the tin we re far more effective. Humour doesnt hurt A few terms were seen to offer funny or tongue in cheek observations. These were often repeated by the participants, an d people seemed overjoyed to be using an environmental terminology that wasnt aggr essive or fanatical. The great British sense of irony and humour is an excellent st arting point for developing terminology. The outright enthusiasm for these terms promise a real desire for a green language that is socially acceptable and fun. Guilt shuts us down Psychological reactance is where people feel their freedoms a re threatened and they therefore begin to defend them aggressively. This strong and sometimes outright angry response was generated by many of the terms we test ed. This is deeply worrying for public acceptance of sustainability. Some of the pejorative terms (for unsustainable behaviour) we tested have the opposite effe ct of that intended, leading people to value and defend the behaviour associated with the unflattering term. Accusations of being talked down to, manipulated or eve n of propaganda are levelled at language that is associated with guilt. We not You Tap ping into a sense of cooperation, community or shared interest appeared to reson ate more with our focus groups than terms associated with individual or personal behaviours. We searched for sustainability terms that implied mass social actio n or generated social proof to test, but found that most terms encourage atomised individual behaviour. Research consistently shows that we follow the behaviour w e see around us rather than making isolated decisions. A terminology of sustaina bility participation rather than atomisation is urgently needed. Words empathise and personify Too often, sustainability terms are used for their denotative/dictionary meaning but ignore their connotative associations. Terms that played on connotative meanings, for example by personifying waste and implyin g it deserves a second chance just as a person does, tested extremely well. Respon se to empathic and emotive words was enthusiastic. Smart and savvy rather than e fficient People in our focus groups were quick to acknowledge various permutatio ns of a win-win scenario. For example, savvy driving can save money, save time, in crease quality time with children and help the environment. This term allows peo ple to associate themselves with the behaviour: smart people have savvy products . The term is preloaded to be positive and emotionally uplifting rather than ter ms such as efficient that seemed goodbut dull. Who wants to be an environmentalist? T he hardest job was searching for positive, high-status sustainability terms that the public could use to label themselves. No-one in our groups referred to them selves an environmentalist, or even a recycler. The psychological research into symbo lic self-completion teaches us how crucial it is to have a defining term to suppo rt ongoing action. This is currently missing from sustainability terminology: we want to be a something and no something is forthcoming. Action speak louder than w ords True, but people need a terminology that they are familiar with to give con text to actions, and to encourage others to undertake positive behaviours and av oid negative ones. The most positive outcome of this study was to identify a ran ge of positive terminology associated with sustainable travel. The words do work . No-one re fe to themse rred lv as a recyc es ler 02 Futerra 03 Words that sell

How to use this guide Second Chance Waste and Smart Appliances Although more detailed focus group tested would be useful, we hope that the conc lusions from this short study will be immediately useful for anyone trying to en gage the public in attitude or behaviour change for sustainable development. Words associated with waste and efficiency were the easiest to test; people unde rstood the context, and most had taken some action. We didnt test the word recycli ng, which has already entered the common lexicon. As youll see, we tested a range of words and phrases, from common sustainable dev elopment terminology to new terms we thought might work. We have categorised the terms we tested in four typologies based on our findings: ZERO WASTE The term zero waste was well received, and seemed to resonate with several people in the focus groups. If only we could work towards the notion of zero waste. The whole business of fashion is ridiculous; no one wants things because they are th e wrong colour Weve got to work towards it; get the figure down AMBER WORDS GREEN WORDS terms that people liked and understood words that might work, but were not entir ely successful Only one negative association was raised: that the term was pejorative. RED WORDS words that were easily misunderstood or disliked The only zero I think of is zero tolerance, like in New York. Its too authoritarian. Its about being told what to do

LESS IS MORE Less is more was interpreted as a reference to packaging and waste (rather than ef ficiency), an issue that raised temperatures. We also have also noted words that are still to be tested properly, because we didnt get enough evidence to add the m to our traffic light rating. At the end of each section we have also listed wo rds that were totally ignored by respondents. These are words they did not want to discuss, and for our next research paper wed love to discover why not. Packagin g drives me bananas its such a waste Theres too much waste. Its ridiculous It annoys ; it didnt use to be like this You pay money for packaging, then throw it away There were many positive responses to less is more and associated sayings such as one ma ns waste is another mans asset that we introduced to the group. It makes me think of when I was little and my mum used a hessian bag Someone else can use what you dont want I come at it in a philosophical sense. Less is more This term also initiated comments about the wider principle of sustainable living. Use this slogan to come up with an eco-friendly life: chuck out lots, prioritise, get rid of clutter an d nick-nacks, put a whole new head on It annoys me it didnt us ; e be like this to 04 Futerra 05 Words that sell

Second Chance Waste and Smart Appliances Packaging is therefore an extremely useful entry point for discussions of sustaina bility. Common wisdom has decided that to be angry and frustrated about packagin g is a socially acceptable position. Terms such as less is more applied in this co ntext aid familiarity (crucial for social acceptance) and confidence in discussi ng the issue. Some recognised that smart fridges and washing machines already exist. It is worth noting that respondents were very comfortable with both smart and savvy and yet noone mentioned efficient, a word that our research suggests is not in common parlan ce. On energy-greedy appliances, some immediately assumed the term was a label tha t would be shown on high-energy appliances, like tumble driers and electric fires. A useful notice, not a propaganda exercise. It will save on our bills Labelling on electrical appliances, to dissuade us to buy it The personification of energy gree dy was easily understood and translated to domestic appliances such as TVs left o n, or on standby, for long periods of time. It would dissuade people from buying it think twice about switching on It makes me think of the wheel on the electricit y meter The last comment, which shows that the term creates a mental picture of e nergy use, is very encouraging. Anything that builds an understanding of energy use should be welcomed. Of course, the barriers to behaviour change still remain , and unfortunately no clever word will change that. We leave on three TVs when w e are not watching them it takes so much energy SECOND CHANCE RUBBISH The concept of second chance rubbish was an attempt to add to the terminology of r ecycling and proved quite successful. Most powerful was the implicit anthropomor phism of rubbish that created empathy with waste. You give a person a second chan ce; its worked for a while so you give it another chance It gives rubbish a persona lity a second chance It was also associated with vintage fashion, second hand clot hes and refurbished scanners. Something quite complex was going on here, related to the merits of new versus used and the changing relationship emerging with both conc epts. This concept of personification deserves much more attention in terms of t he value placed on resources. Many attempts have been made to give resources and waste tangible or financial value, but this research identifies a potential emot ional value. SMART versus GREEDY One of the most powerful dynamics was in the comparison between smart appliances a nd energy-greedy ones. Unexpectedly, respondents assumed these terms were intended as official labels that would be visible at the point of sale! The word smart in particular was seen as an implicit compliment for those who chose clever applian ces. Clever enough not to waste energy Its clever; more expensive to buy, but cheape r in the long term Run on something thats better for the environment, like Smart ca rs. They dont waste energy Or washing machines that turn themselves off WATTAGE WASTAGE and CUT THE BUZZ Two new terms that received interesting but mixed responses were wattage wastage a nd cut the buzz. Wattage wastage was thought to relate both to home and business env ironments. Things in the home and in offices as well. Its madness; why not turn off ? This is down to electricity, lights, bulbs Leaving lights on, left on standby Im pa ranoid about waste For most, wattage refers specifically to light bulbs, although t he alliteration was regarded as light-hearted and therefore welcomed. Cut the buz z was intended to inspire a feeling of electrical equipment filling a room with a n unpleasant low-level noise, helping people to remember to switch off unnecessa ry lights and devices. For some this worked well. Turn it off; dont leave phone ch argers on overnight; no white noise For others, however, the term related to the media buzz about the environment. As a phrase, cut the buzz deserves more testing, a nd may be more effective when tested with visual or audio prompts.

ish ubb r ives nality nce. g It erso cha a p cond a se 06 Futerra 07 Words that sell

Spurting and Savvy Driving Pu t le in, n ss rubb o the b t feedin ish g in. SLIM BINS Another of our attempts to personify a term was to associate waste efficiency wi th eating less or dieting. This worked for some. Put less rubbish in, not feeding the bin If you recycle most stuff then you wont have a big fat bin However, there w as significant confusion over the meaning of this phrase, and some felt personal ly insulted by terminology around weight and eating. Terms concerned with travel and transport were the most contentious and likely to elicit psychological reac tance and accusations of propaganda. However, they were also the terms where soc ial proof was weakest people openly disagreed with each other and demonstrated a nxiety about the right thing to do. FLIGHT ADDICT and HABITUAL FLYER Surprisingly, the accusatory term flight addict was rather popular, and the only t erm that was associated with personal holiday flying. Some people are just so set in their ways going to the Costa del Sol every year They dont look at other option s This is one of the very few terms in the research that was liked for its tonguein-cheek humour. STILL TO TEST Other terms Futerra would like to test include: 1. Landfill bins versus Recycling b ins 2. Cut, collect and combine 3. Bin-free environment 4. Built-in waste 5. Leak -free energy Its a joke, a bit cheeky, a bit of a dig Similarly, the phrase habitual flyer created a mental image of a socially unacceptable person, and was one of the few terms that also elicited spontaneous discussion of alternatives to flying. Its someone w ho flies a lot. Flies to Scotland when they could take the train IGNORED WORDS Resource efficiency Energy efficiency Its mainly habit. They fly to Manchester when they could make a conference call We have judged these terms to be useful and readily applicable, although with the w arning that all travel terminology isnt without risk. You cant stop people living t heir life The y at oth dont loo k er op tions 08 Futerra 09 Words that sell

Spurting and Savvy Driving NON-ESSENTIAL FLYING This term prompted heated debate between respondents, partly focused on the defi nition of essential. They always get at us. What is essential? We are all different . Most flights are essential; if its quick its quick If its essential to you and you want to fly, then go and do it. You work every day of your life, so you want to take your family on holiday I dont think this is going to go anywhere. I cannot see people saying, Ill only take one holiday, not two How many people in the world take non-essential flights? I bet its a tenth of one percent Concerns were raised about who decided what was essential and what wasnt. Interestingly, flights werent gene rally referred to as pleasant or desirable but rather as a necessary and unavoidable means of getting to a holiday destination. Views on business flying were less p olarised, with a majority feeling confident to condemn the rich and privileged. N on-essential flying is when businesses fly people all round the world, and the r oyals in their private jets Although non-essential flying is currently used (especi ally by government) to avoid the perception of an attack on holiday flights, its ambiguity actually has the opposite effect. Respondents worried that non-essenti al equals non-business, and the ambiguity therefore leaves open the interpretation of a direct attack on family holidays! BINGE FLYING Ho w unat that tractive ever is in y wa y Although obviously a more aggressive attack upon flying, this phrase was less am biguous and was clearly understood to refer to excessive flying. How unattractive that is in every way Greedy and grabbing, but not thought through properly Its the same category as a binge drinker The term was clearly associated with wealthy or privileged people. Excessive behaviour and drinking champagne on the plane However , the term is still classified as amber in our traffic light rating because, for some, it was at odds with their perceptions of flying. Fashionable like its fashi onable to have a tan We believe that this term might be used successfully for exc essive business flying, especially when associated with fat cat terminology. SPURTING This is a term currently used by some pressure groups to define non-essential fl ying. The term totally polarised the two socio-economic groups we tested. Many o f those with a middle class outlook could barely bring themselves to say it out loud, whereas working class respondents considered it witty and apt. People would say, what is that? Its spurting out fuel, rushing from one place to another, using too much fuel spurting it away Despite the positive response from some, the disco mfort created by the term in others is cause for using the term with care They alw a get at us. ys is essenti What al? 10 Futerra 11 Words that sell

Spurting and Savvy Driving SAVVY DRIVING Of all the terms researched, this had perhaps the greatest appeal with people ac ross the focus groups. Depending on your outlook, savvy could imply either intellig ent decisions or good common sense. While it could have an environmental or resourc e connotation, savvy driving is more likely to capture the understanding that we c an all change aspects of our driving behaviour to reduce costs and unnecessary w aste. Drive clever and drive the right sort of car Savvy is about being smart Some o bserved their own illogical and lazy behaviour, such as sitting in the school ru n when it would be quicker to walk. This also has positive aspects, such as chat time for me and my daughter. If you could see the queue of traffic outside my daug hters school Excitingly for sustainable development, savvy driving associations werent just with unnecessary journeys. The way a person drives: turning off the engine, driving slowly, using your eco-brain, car pooling, dont waste petrol It was even suggested that it could have street appeal. Some see savvy driving as cooler than eco-driving STRESS-FREE MOTORING Some respondents strongly identified with the desire for stress-free driving. Sta rting and leaving work early to avoid the traffic Sav vy bein is abou g sm t art Sharing a journey Stress-free driving is about guilt-free driving, like car-sharing . A lot of this eco green stuff is about guilt However, for some the concept was totally alien. I love driving and dont see why people get stressed More research is needed for this term to determine the demographic that is likely to respond mos t positively. ECO-SAFE DRIVING To put it bluntly, this term wasnt discussed simply laughed at. STILL TO TEST Other terms Futerra would like to test include: Anti-social driving Gas-savvy THE MPG CHALLENGE (MPG = MILES PER GALLON) The principle of the challenge was recognised and was linked to Chelsea tractors; if they drive a mile its cost a pound in petrol. Others recognised that it has a wider focus, encouraging people to be more aware of how your car performs in term s of petrol. However, this term doesnt get a green rating because only some people (mainly men) in the groups knew what MPG stands for. IGNORED WORDS There were no ignored words in this topic. 12 Futerra 13 Words that sell

Sparks That Last We assumed that words associated with energy would be readily understood. Howeve r, many terms that have become familiar (and, in some cases, almost clichd) to su stainability professionals are still new and unfamiliar to the general public. T his provides a real window of opportunity to reconsider our terminology and choo se options that are potentially more successful. FINITE ENERGY SOURCES This term seemed both easily understood and non-contentious. Coal and wood that i s naturally depleting, not being replaced It also raised issues of access and equ ity, because the world is over-populated. IN-HOUSE GENERATION This term was seen in the context of domestic energy, and carried positive assoc iations. Generating power within your home, solar power, self-sufficient, self-re liant, solar power and double glazing, treble glazing SPARKS THAT LAST This phrase was liked by those for whom the use of sparks was inextricably linked to electricians (or sparkies). For many this was described as catchy, implying electr ic to last; guaranteed power. However, despite its positive association, the term was found to be rather ambiguous, and should only be used within a clear contex t. It does w it says o hat n the tin There are self-sufficient houses in some areas of the country Respondents gave une xpectedly clear feedback about why this was a positive term. Its punchy and positi ve. Its not offensive, its not aggressive and its not political It does what it says on the tin This neutrality was seen as a real benefit of the term, especially when compared with others. Doing exactly what it says on the tin is widely regarded as a very good thing. GREEN POWER This was generally thought to mean creating power using air, wind and water. One f ocus group member also saw it as a play on girl power. Interestingly, the use of gr een opened up a wider discussion about the word itself. It needs to be protected Its on the way to being devalued In fact, its this association that convinced us to ra te green power as amber rather than green. Not everyone feels as strongly about nat ural issues as they might about energy. We need to avoid assuming that the public holds consistent environmental views. INDEPENDENT POWER This was also seen as a positive phrase. The energy companies obviously dont want it If your home heats itself youre not dependent on big companies Being independent of big companies was seen as slightly rebellious and positive as an Englishmans ho me is his castle. However, some concern was raised about the possibility of this independence.. We dont build our homes in that way; weve missed the opportunity 14 Futerra 15 Words that sell

Sparks That Last POSTCODE POWER This was an attempt to explain decentralised energy systems. Some understood tha t the term alludes to local power sources. It means local It suggests that youre hel ping in some way that ests ng gg It su re helpi you me way in so STILL TO TEST Other terms Futerra would like to test include: 1. Everybody is an energy company 2. Resilient renewables 3. Grid-free energy 4. DIY energy However for others there is a negative link with the more established concept of the postcode lottery. You can get treatment in some parts of the country but not i n others Therefore, while this phrase has some traction, it must be used consiste ntly for people to be clear about its meaning. IGNORED WORDS Renewable energy Decentralised energy MICROGENERATION Not only was microgeneration not understood, it was selected as a disliked word. T he most common interpretation was that micro referred to tiny energy sources, such as might be found in a mobile phone. Its a microchip, isnt it? Things getting smalle r and smaller With better words available, a tough decision needs to be made abou t continuing to use terms like these which the public doesnt grasp. CONFLICT ENERGY This is one of the terms that raise peoples hackles. It makes me angry The responde nt who wanted to discuss this word chose it because he didnt like it. Its clearly pejorative and in danger of creating a negative reaction. 16 Futerra 17 Words that sell

One Planet What? The final group of words tested was associated with footprints and global equity . These were the most difficult to get people to understand, but the least conte ntious of all the terms tested. GLOBALLY ALERT and CITIZEN CONSUMERS We assumed that globally alert would be regarded as a distant or even negative ter m. However, this phrase seems to convey a sense that we can make a difference to gether. Do what you can, making a difference as individuals This is about not being insular thinking globally, acting locally You cannot change the world single hand ed. Its about being globally aware the worlds population can attack the issues The term was associated with another, citizen consumers, which also enjoyed a positive response. We are all responsible for what we do. Responsible for ourselves and o ur households It means taking responsibility for yourself These two terms dont seem to suffer from the problem that it refers to someone else, and even encourage pers onal responsibility. While not necessarily familiar or elegant terms, they tap i nto a growing feeling of the need for individual action. ONE PLANET LIVING This was liked, although interestingly no one mentioned having come across it be fore. It was seen to capture a sense of global community and shared values. Not g oing off on our own tangents; everyone pulling together, in the right direction to stop destroying things; nurturing what we have got; everyone doing something Th e governments need to make an impact to get this one off the ground We need to sto p destroying things and nurture what we have left Everyone is doing something now T he most encouraging part of this response is that it is associated with peace an d accord as well as environmental sustainability. However, it was generally felt to denote government responsibility rather than personal behaviour. GREEN and CONSCIOUS LIFESTYLES Everyo ne doing so is mething now Green lifestyle was liked as a straightforward and meaningful statement: Get to the source of the problem; but not obsessive or religious about the environment A co nscious lifestyle reflects a need to think more about the fact that we live in a material world. Things I like to do, places I like to go. I identify with that. W hile both were seen as fluffy terms, people still felt positively about them. CARBON FOOTPRINT This term was generally liked and has clear imagery. What you leave behind Its not a bout blame, its about responsibility It says it clearly However, few had ever heard the term, while one observed that carbon you get that everywhere, dont you? An asso ciated term that was also liked was the idea of a positive footprint. So much of t he green footprint terminology deals with mitigating negative impacts that it ig nores the desire of many people to make a good impression. We all leave a trail b ehind us. Wed like the world to be a nice place when they grow up If we could all m ake our footprints a bit more positive, we could really do something This associa tion of footprint with positive impacts as well as negative ones is a useful dev elopment in the sustainable development terminology.

SQUARE DEAL The phrase square deal actions was associated with positive ethical and environmen tal principles. If we didnt care we wouldnt have Fairtrade Its a Fairtrade thing, isnt it? A square deal is a fair deal We are becoming aware that the Earth is finite Aga in, this term plays on common sense and common language and benefits in testing as a result. We are becoming aware that the Earth is finite 18 Futerra Words that sell

19

One Planet What? CLIMATE-FRIENDLY LIFE This term has the potential to communicate a broad spectrum picture of environme ntally-conscious living, and it triggers emotional responses. I think this is a b it of a daydream, but I think how lovely it would be for the children to grow up in such a climate-friendly world. Green fields, fresh air and less pollution How ever, that response is also a warning signal about the achievability of the term. One person also observed that we dont control the climate! DEVELOPING / DEVELOPED WORLD These were surprisingly contentious terms. It was suggested that the phrase devel oped world is arrogant and hides problems in our own society This is sarcastic. Dev eloped in what way? We still have a lot of truancy, poverty Theres lots of stuff th at happens in Third World countries that happens in developed countries its just hidden POOR COUNTRIES / RICH COUNTRIES Associated with developing / developed world were the concepts of poor countries / rich countries, which also raised deep concerns. We are dependent on having poor co untries We have lots of strategies to make sure they stay as poor as long as possi ble Are we prepared to give up what weve got? We cannot have the whole world wasting at the level we do. Poor countries have a right not to be poor. As soon as they exercise that right, we have serious problems The whole global equity issue was v ery emotionally worrisome for participants. Very concerning, serious problems aro und the corner for my children These terms therefore have an amber rating: use th em with care. Although those of us involved in sustainable development may use t hem blithely, they are value-laden for the public. BLINKERED LIFESTYLE Respondents identified with this term and the dilemmas they face. I do worry, but it doesnt stop me getting on a plane People can talk about it but dont do anything We cant keep blaming ourselves, choosing to go through life without taking note of all the issues It also evoked anger at the concept of double standards. Its up to t he government why has Prescott got two cars and they tell you not to get in your car? Although understandable and liked, the term is rated amber because of the a pathy and fatalism it generated. but o worry, top I d ts it doesn g on me gettin a plane 20 Futerra 21 Words that sell

One Planet What? Overview: the findings NORTH / SOUTH Red terms within the same area were North / South. When understood in an internati onal context the terms were disliked. In addition, some respondents thought the terms referred to the north and south of the UK. I dont like it; the North-South d ivide GREEN WORDS terms that people liked and understood AMBER WORDS words that might work, but were not entirely successful RED WORDS words that were easily misunderstood or disliked MY SLICE OF THE PIE Although intended to imply a move towards equity, the concept of my slice of the pie suggested individualism and people looking after their own interests. Im alrigh t Jack; pull up the ladder This also spontaneously (and unexpectedly) seemed to i nitiate anti-American feeling. One American uses as much energy as thirty Indians A mericans eat as much as they can, but they dont know where Canada is. They are in sular Theyve got a big slice of the pie This term should therefore be avoided unless carefully placed in context. Rather than generating a feeling that everyone des erves a fair slice, it leads to feeling of being hard done by in an UK audience. E NERGY TRAVEL AND TRANSPORT WASTE AND EFFICIENCY Zero waste Less is more Second chance rubbish Smart applianc es Energy-greedy appliances Flight addict Habitual flyer Savvy driving Wattage wastage Cut Slim bins The MPG Green power challeng Postcod the buzz

Non-essential flying Binge flying Spurting e Stress-free motoring Sparks that last e power Eco-safe In-house driving generation Independent energy power

Finite energy sources

Microgeneration Conflict

STILL TO TEST Other terms Futerra would like to test include: FOOTPRINTS AND GLOBAL EQUITY 1. Eco-savvy life 2. Living lightly 3. Green legacy One Planet Living Green lifestyle Conscious lifestyle Square deal Globally alert Citizen consumers Carbon footprint Positive footprint

Climate-friendly life ing / developed countries North / South My

Blinkered world Poor slice of

lifestyle countries the pie

Develop rich

IGNORED WORDS Environmental footprint Low-carbon living 22 Futerra 23 Words that sell

The research These research findings centre on qualitative research planned and commissioned by Futerra, and undertaken by OnEarth. The qualitative research consisted of two focus groups held in London during Spring 2007. The aim was to test a series of established and new terms describing sustainable lifestyles with members of the public, to understand which ones work, which ones dont work and why. Participant s were drawn from a mixture of life stages: parents, young adults and older peop le. One focus group was composed of people from the socioeconomic group ABC1, an d the other from C2DE. 1 GROUP 1 GENDER AGE SOCIO-ECONOMIC GROUP MALE/FEMALE (4/4) 25-44/45-64/65+(3/3/2) ABC1 (8) GROUP 2 MALE/FEMALE (4/4) 25-44/45-64/65+(3/3/2 C2DE (8) We excluded people describing themselves as environmental activists to ensure that no-one in the room could present themselves as an expert to the other participant s. WHAT NExT? The direction of this research is fascinating, but its only one study. Focus grou ps in different parts of the country, drawn from urban and rural populations and including a greater variety of demographics, would greatly increase the insight s available. Futerra intends to build upon and supplement this research over the coming year. 1 The socio-economic grades A, B, C1, C2, D and E are often grouped into ABC1 and C2DE . These are taken to equate to middle class and working class respectively. 24 Futerra Words that sell

Thanks to the authors of the following books: The Power of Words: Advertising tr icks of the trade Richard F Taflinger The Language Instinct: How the mind create s language Steven Pinker Special thanks to OnEarth www.onearthresearch.co.uk Futerra Sustainability Communications 4 Charterhouse Square London EC1M 6EE www. futerra.co.uk +44 (0)20 7549 4700 info@futerra.co.uk