{
  "docId": "019dd923-5e88-73ef-bd57-c83122d370dc",
  "docSlug": "395deba438c7eaae",
  "documentTitle": "People&ClimateChange2025",
  "authorId": "IPSOS",
  "authorName": "Ipsos",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "industry_analyst",
  "sourceTypeLabel": "Industry analyst",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.778,
  "pageNumber": 24,
  "pageCount": 69,
  "prevPage": 23,
  "nextPage": 25,
  "slideType": "segmentation",
  "function": "present_framework",
  "density": "overcrowded",
  "nDataPoints": 5,
  "notes": "The chart is a semi-circle pie chart representing consumer segments.",
  "elementsJson": [
    "headline_text",
    "pie_chart",
    "paragraph"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5e88-73ef-bd57-c83122d370dc/24",
  "deckHref": "/decks/019dd923-5e88-73ef-bd57-c83122d370dc",
  "deckJsonHref": "/decks/019dd923-5e88-73ef-bd57-c83122d370dc.json",
  "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd57-c83122d370dc#slide-24",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "Our Ipsos Global Trends research shows that three in four (72%) feel they are already doing all they can to save the environment.",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd952-1d71-73a0-9596-f017b89db413",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.55,
        "w": 0.45,
        "x": 0.04,
        "y": 0.28
      },
      "kind": "chart",
      "text": "Consumer segmentation chart showing five groups: Disengaged Distancers (24%), Passive Compliers (21%), Discerning Realists (20%), Willing Contributors (14%), Activists (21%)",
      "attrs": null,
      "subkind": "pie",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "cd9e1553-1a1a-4cc5-94b1-8342fd9ec3d2",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "framework",
      "text": "Consumer Sustainability Segmentation",
      "attrs": null,
      "subkind": "instance",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "0bad9784-024f-4712-998b-90d61bf8a0e1",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Consumer segment proportion: 72%",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd952-1d71-73a0-9596-f57619e93be2",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.3,
        "w": 0.2,
        "x": 0.74,
        "y": 0.4
      },
      "kind": "paragraph",
      "text": "Our Ipsos Global Trends research shows that three in four (72%) feel they are already doing all they can to save the environment. Barriers relating to cost and availability alongside doubts about the impact of their choices are leading to sustainable actions are waning.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "4d811637-f7be-48d5-960a-bda0fe682c00",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.4,
        "x": 0.52,
        "y": 0.45
      },
      "kind": "paragraph",
      "text": "In the last year we have found that the proportion who are activists or willing contributors have declined while those who are disengaged distancers has risen.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "4fef3135-2820-4f0e-aca9-4a13fb5b85b9",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.2,
        "x": 0.52,
        "y": 0.25
      },
      "kind": "paragraph",
      "text": "There are nuances and tensions in consumer attitudes, and it is important brands to know where they are on their sustainability journey. We find consumers when it comes to sustainability can be divided into five groups (see left).",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "569a4efa-f572-4540-8d75-2911c166b37e",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.4,
        "x": 0.04,
        "y": 0.08
      },
      "kind": "title",
      "text": "What does this mean for brands?",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "fecdc5b2-6f91-4d02-ae13-af88d213b673",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [],
  "frameworks": [
    {
      "name": "market-segmentation-pyramid",
      "slug": null,
      "matchId": "1fb20911-19e8-42b1-834f-96b033fb83b0",
      "evidence": "Segmentation of consumers into five distinct groups based on attitudes.",
      "confidence": 0.9
    }
  ],
  "arcBeats": [
    {
      "to": 40,
      "from": 21,
      "beatId": "440ac684-9458-4444-b882-cd750b5f3eec",
      "arcName": "Problem-Agitate-Solution",
      "arcSlug": "problem-agitate-solution",
      "beatName": "Evidence",
      "beatSlug": "evidence",
      "evidence": "The deck provides evidence and data to support its claims, including survey results and statistics.",
      "position": 2,
      "confidence": 0.8,
      "parentBeatName": null,
      "parentBeatSlug": null
    }
  ],
  "loops": [],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}