Page 7 - Social_Sustainable consumerism

7

- Translators
Translators are green in some aspects of their lives and gray in others. They do not actually think about
sustainability holistically. They are not motivated by a political agenda, but by a sense of trying to do what
they perceive to be the right thing to do.

Consumers in this group are open to change, although they do not deliberately seek change. They are also
prepared to make a certain sacrifice if they can see a clear reason for adopting a new routine or a slightly
less convenient activity. If they realize a concrete action that they can take and can see a clear benefit from
doing it, then they are likely to take it. In this way, translators translate consciousness into specific actions.

Their belief in being better citizens and their willingness to change means thatif they know that one aspect
of their consumption is problematic for the environment,or for others, then they are likely to change it, but
not specifically the concept of sustainable consumption in its entirety,

For example, it is possible that a translator may be committed to composting (something that can affect
“deep green”) but not use local recycling facilities (something that could be more conventional) simply
because they were never presented with any compelling arguments or appropriate information.

- Exceptors
This group has the most sophisticated understanding of sustainability. Sustainability is a priority for
Exceptors in all aspects of their lives.

Exceptors seek change. They see individual change and personal sacrifice as the key to safeguarding the
planet for future generations. They see themselves as rejecting many of the principles of the dominant
society and consider themselves comfortable with alternative products and outlets. They tend to belong to
networks, and will naturally look for Other Exceptors.

However, a weight of being the most ecological group in our typology, generally all have at least one aspect
of their lives in which they behave like gray consumers. This exception is likely for their otherwise
consistent, sustainable lifestyles to be relatively short, but conscious within the dominant consumer. They
can have many shapes, but we can give examples of small appliances that could have been active green.

Thus, during the process of purchasing your „exception” item, suspend the search for routines and
sustainability criteria, or take less into account.

-The Selectors
The selectors are an intriguing group, because they act as ecological or ethical consumers in one aspect of
their lives, but as gray consumers in all other aspects:. They are also likely to be the largest group in terms
of population numbers.

Selectors select an aspect of sustainable consumption to focus on. For example, they may be avid recyclers
or pay a premium for green energy or sponsor a child in Africa, but otherwise lead consumption-oriented
lives. This group is attracted to or motivated by a single problem, but is not interested in sustainability in
a holistic way.