The Big Green Bundle

Inspiring participation in greening your organisation

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Getting started

The starting point for using the Big Green Bundle is to do some work in your company about the attitudes and beliefs your staff have about the environment. The Department for Environment, Food and Rural Affairs (Defra) has undertaken research into this and they have created a simple and short questionnaire that helps to categorise the different beliefs about being green into one of seven groups:

The ‘Stalled Starters’
The ‘Waste Watchers’
The ‘Concerned Consumers’
The ‘Positive Greens’
The ‘Honestly Disengaged’
The ‘Sideline Supporters’
The ‘Cautious Participants’

You can find out more about what the environment means to these different groups using the tabs at the top of the screen.*

We know that people have different levels of knowledge, understanding and interest in these issues and it is likely that there will be a wide range of opinions and attitudes towards green issues amongst the workforce in your organisation. So we believe it is important to target and pitch the right resources at the right individuals to maximise the effectiveness of a campaign and help you to get the majority of people on board with what you are trying to do.

*For a full description of the groups (segments) please see Defra’s report ‘A Framework for Pro-environmental Behaviours’, available on the Defra website.

 

Start with the questionnaire


It is important to start with the questionnaire to get the best out of your campaign and there are a number of ways in which you can use it.

You can register with us before you start and we will set up a link to the questionnaire which is unique to your organisation.  When you’re ready to start, you simply send this unique link out to your employees with a request to complete the questionnaire.  Once completed, each employee will get their own individual result, but you will also be able to access the cumulative results, enabling you to identify which groups your employees fall into and how the groups are represented across your workforce.

This resource is designed to be as flexible as possible and can be used across the whole company or within a specific department.

Register with us before you start and we will set up a link to the questionnaire which is unique to your organisation, then when you’re ready, you simply send this unique link out to your employees with a request to complete the questionnaire.  Once completed, each employee will get their own individual result, but you will also be able to access the anonomised cumulative results, enabling you to identify which groups your employees fall into and how these groups are represented across your workforce.

Plan your campaign


Once you know which groups your staff fall into you can begin to plan the activities and resources most likely to work best in getting the message across. For example if there are a lot of Sideline Supporters in your organisation you can go to that section of this website and see which resources are best to use. 

There is a wealth of resources on the site and enough to be able to plan a series of initiatives and events to keep things fresh.    

For a summary of all the resources and their likely impact on each of the groups you can access a matrix here.

Benefits of involving your employees


Once you have got your employees on board they can help you deliver your organisation’s low carbon strategy in many ways. They will:

  • help identify and implement low carbon solutions across all business areas

  • work with customers and suppliers to find new low carbon solutions and to implement low carbon strategies

  • help identify and research potential risks and opportunities arising from climate change and from competitors developing new low carbon solutions

  • work at home with their family and in their community to find and implement low carbon solutions

Research supporting the Big Green Bundle


To complement the resource pack two academics from the Faculty of Business at the University of Gloucestershire were commissioned to write a report on the behavioural theory behind staff engagement with regards to saving energy in the workplace. The authors of the report are Dr Janine Dermody, Reader in Consumer Psychology and Dr Stuart Hanmer-Lloyd, Reader in Marketing. They both have established research reputations in the domains of sustainable behaviour and political behaviour.

Accordingly, the purpose of the report is to provide an overview of behavioural theory that can inform the messages and message strategies of organisations to help them to engender more carbon-reducing behaviour in their employees. The report gives particular reference to organisations’ efforts to encourage employees to reduce their energy consumption in the workplace.

The University report discusses and highlights a myriad of ways by which (non) energy saving behaviour can be explained. Integrating these different explanations enables a psychographic profile of groups of employees to be created. These classifications represent the different mixes of attitudes, values, identity, knowledge, etc that influence our behaviour. Segmentation is of value because it enables messages to be targeted at specific groups, and adapted according to their profile. Section 4 of the report specifically covers Defra’s segmentation model.