LEADING SCIENTISTS tell us that to stabilise concentrations of greenhouse gases in the atmosphere at a level that will avoid the most dangerous consequences of global warming will require cuts in emissions of 50-80% by 2050. And top economists estimate that action to reduce emissions is affordable now, but if we delay, even by 10 to 20 years, the economic costs may become overwhelming.

Forward-thinking consumers and businesses are waking up to these scientific and economic arguments and are already starting to vote with their wallets and purses for lower carbon products and services. Who exactly are these people, and how do you reach them? This summary of a TGI survey dissects the market, and helps us understand what types of message are most likely to resonate with different groups and identify the most appropriate forms of media and communication to reach them.