From DeSmog Blog Propaganda Manual...
What will really make people act? We also live in a culture in which
celebrity rules supreme, and in which 44 per cent of the population is
‘outer-directed’. That is, they have esteem-driven needs, seeking success,
recognition and status through acquiring and displaying the ‘right’ brands,
fashionable lifestyles and other goods, services and experiences (Rose et al
2005). Cultural Dynamics’ work indicates that the outer-directed section of the
UK population offers a ripe opportunity for climate-related behaviour change.
People like this want to feel special, and are accustomed to achieving this
feeling through what they do and what they buy, rather than what they do not do
or do not buy.
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