EXAMPLE Post Growth Audience Segmentation

	A	B	C	D	E	F
1	AUDIENCE	WHO	HOW WE WANT THEM TO SEE & RESPOND TO PGI	ALIGNMENTS, CLASHES	ENGAGEMENT STORY	NOTES

2			what we'd like them to 'get' about PGI	where might they see our work aligning with theirs - or not?	what's in it for them? what are the benefits?
3	ALLIES
4	Degrowth	DeGrowthers (movement in Europe, esp France) people who identify with degrowth as core of their activism)	PGI gives me great tools for my work, I want to support them and spread the tools widely.	Already get it - though there is a danger they may see us as competition.	PGI can connect this movement to a wider latent group, build the support base.	One overriding issue with all possible supporters, 'some things need to grow, so I can't accept post-growth'
5	Steady Staters, Limits to Growthers	Ecological economics (CASSE), organisations communicating Limits to Growth (Global Footprint Network etc)	PGI helps us translate our well-researched ideas into tools that are useful for a wider audience. We want to support them and work strategically together.	Already get it; are the experts that have the facts and theories - a note of caution; this may also hinder their involvment, if they are attached to ideas ("steady state does not involve degrowth", etc); it may be that there is more resistance from the green/sustainability arena than people coming into this fresh.	PGI can connect this movement to a wider latent group, build the support base.
6	Transition	Transition Movement (Post Carbon Institute, Transition Towns, Peak Oil etc)	PGI is situated to play an important role in tackling a core belief of our society (addiction to growth) that is threatening our existence; they may bring more people to understand our ideas on peak oil/transition so that we can respond urgently.	Aligns re: energy descent and building resilience; might clash with peak oilers if they are single issue (in the same way as some are too focused on climate alone), might clash with transitioners who think that local action on its own will be sufficient.	PGI can connect this movement to a wider latent group, build the support base.
7	Post Growth Ready	People who really get the limits to growth thesis (but who may not yet be actively plugged into post growth work)	I am not alone; this movement is growing; maybe I could get involved with PGI or related work?	Are in the process of finding their way, figuring out if and how to actively engage with post growth.	PGI can offer you learnings, connections and help you find a way to practically act on your thinking.
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9	POTENTIAL SUPPORTERS
10	New Economy	New Economy (solidarity economy, fair trade, bartering, locally resilient economies, BALLE, not-for-profit futures, nef, Real World Economics etc)	PGI is tackling the fallacy of some of the big stories about how the economy works and who it benefits, and are working at a grassroots level to bring about and strengthen a people and planet centered economy.	Want to see more resilient, local futures; may or may not be turned onto post growth concepts; may be caught up in local economic growth rhetoric; are potential builders of post-growth economies	We can say things that you might not be free to say, and we can support each others' work.
11	Alternative Agriculturalists	Permaculturalists, Slow Food, organic, anti-GM, anti factory farm, animal rights	We understand that alternative forms of agriculture must take into account the growth issue; and PGI can help us convince people of the need for alternative agriculture and food systems.	May not be familiar with post growth concepts; may see post growth as a threat ('but I need to grow my organics business')	Post growth is about moving away from gigantism, centralisation, agribusines; its about supporting farmers, food security, knowing where your food comes from, healthy food systems.
12	Population Activists	Sustainable Population movement, human rights, women's rights	PGI covers population issues fairly and succinctly; they understand the complexities and approach this with compassion.	Want to highlight the positive consequences of population management; wary of racism/being construed as racist, impinging on individual freedoms.	PGI can help clarify your work to a wider group	Need to be wary of xenophobes and racists masquerading as population activists
13	Receptive Politicians	Open-minded politicians, including (but not limited to) the Green Party	PGI can help me speak confidently about this issue, and lends me credibility by showing that it is part of an emerging body of thought and practice across the globe.	Some 'Greens' still wedded to 'environment'; still see environmental and social issues as separate. The Greens are not the only political party who may be possible supporters. There will be people across the spectrum who 'get it'. For those politicians who do get it, we want them to think: 'How can I drive this within my party?'	PGI can help build sustainability literacy among your constituents, to make it easier for you to campaign, introduce policies that might otherwise cause vehement reaction.	If this is seen as a 'Greens' thing, it will cut out a lot of people who just do not identify with 'green'. A stronger tactic would be to find and demonstrate support across the political spectrum.
14	Eco-Spiritualists	Spiritual Environmentalists (Patchamama Alliance, Awakening the Dreamer, Prince Charles, Marion Insitute, money does not = happiness)	PGI is tackling a culturally deep rooted belief that we believe needs to change; we can help people see the beauty of a world beyond growth.	Already get it, but for them post growth is just one issue amongst others; might respond more to PGI than they would other groups speaking in a more abstract way about economics.	PGI knows that more logic, data and rational thought will not bring about this shift; only shifting the heart will.
15	Climate Change Activists	Climate Change evangelists (Al Gore, 350.org, etc.)	Putting climate change in the context of limits to growth could open up the issue by connecting it to other pressing concerns.	May still believe in the growth mindset, or think that it is impossible to change it - may think that technology will help address climate change, and climate change is the biggest and only problem.	Tackling uneconomic growth is the only way to truly address climate change in the long term
16	Climate Change Scientists	Climate Change and other environmental scientists	PGI hears what we are saying, and they can help take the implications of our research to the mainstream.	Motivation: see PGI as a way to connect climate change (still abstract and remote for many) to more immediate aspects of life; they may feel that no one pays attention to the evidence they present	Tackling uneconomic growth is the only way to truly address climate change in the long term
17	Sustainability Live-ers	Sustainability minded people, urban and rural; may be acting individually/local level, wanting to influence bigger systems	We understand that living sustainably is about living within the means of the planet, and that the perpetual growth model is the opposite of sustainable.	Enviros, healthy lifesyle, foodie types, also paradigm shifters: will do something to make a difference even if inconvenient or more expensive - and these folks also want and recognise the need for systemic change in addition to their individual lifestyle efforts.	PGI can provide a way for you to get involved in working on these issues at a systemic, as well as the individual level, so that its easier for individuals to make sustainable choices.
18	Sustainable Business & Green Consumerism	CSR, cradle to cradle, natural capitalism, resource efficiency, sustainability consultants and companies, green products/consumers	I've always thought we just needed to 'green' the current system? Maybe PGI has a point, one I've often had nagging thoughts about but not dared mention - how can we work together to speak about/realise true sustainability?	May be wedded to technofix/ecological modernisation/efficiency; may understand that the earth has fundamental limits; yet, may not accept that certain kinds of growth need to end; or believe that we will never get corporations and society at large to accept this.	New business models that deliver value and quality of life are in your interest, because that's what people are looking for (see Air B'n'B, Zipcar)
19	Social Justice-ers	Development workers (World Bank, IMF, NGOs, charities, and do-gooders for the world's 'poor')	Maybe we need to start to look at our own practices. How is what we're doing in our own countries contributing to global human and environmental poverty? What is our definition of rich and poor, and is that true?	Believe that we need to raise everyone's standard of living (a.k.a resource use) to the level of the Global North rather than reducing the level of resource use there - never mind growth-boosters, shifting this mindset is probably our biggest challenge!	Growth is actually undermining the future, and it will be the most vulnerable who will feel the effects first; moving to post growth help us achieve our goals of improving the quality of life for the Global South.
20	Urban Development Professionals	Planners, architects, engineers, transport experts	PGI can help people see the bigger picture and help us take back control of the planning system from development interests	Want to shape healthy, resilient, peak oil prepared communities; under pressure from other areas to continue BAU and grappling with ad-hoc-ery; some will still be focused on aesthetics.	The growth monster is going to make a mess of your best laid plans; let's be frank about growth.
21	Health Professionals	Psychologists, epidimiologists, dietitians/nutritionists, mental health practitioners, alternative health practitioners, public health policy makers	PGI are highlighting how a growth agenda is giving us obesogenic environments, is fracturing communities and families who are facing work-life imbalance & time poverty; how this relates to social isolation and mental health issues; how this relates to the coming health/disease issues that will accompany climate change.	Understand the environmental and social causes/impacts of health problems/disease; may be more holistic thinkers.	PGI is about treating the cause, not the symptoms.
22	Risk Managers	Insurance companies, emergency services	PGI are saying that we can't address climate change unless we address the growth consensus - maybe we need to find out more…	Insurance companies are already well grounded in climate change risks and the financial risk to them. Emergency services deal with the fallout from extreme weather events, disasters etc and see the impacts on people and communities first hand.	Letting go of uneconomic growth will help to minimise financial risk to insurers and their clients; minimise risk to people and property.
23	Military	Armed forced, security agencies	PGI have identified the cause of many of the symptoms we are worried about, and are working to create the positive alternative to our current trajectory.	Dominator culture, internal organisational clashes with those who 'get it' who are prevented from acting.	Geopolitical stability and security can only be achieved when a) we are not operating beyond physica limits and b) human beings' material and nonmaterial needs are being met.
24	Potential Funders	Dick Smith, creator of the Wilberforce Award; enlightened entrepreneurs, angel investors, philanthropists	PGI is an amazing group of young people working on growth issues and they are really poised to make a difference; we would like to support them and enable them to continue doing this work.	Smith: wants to see action on growth and population issues and is offering a $1M award; wants to see articles on these topics infiltrate the Murdoch Press.	PGI can help validate your views, deliver on your investment in us.
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26	RECEPTIVE - PRIMARY GRASSROOTS
27	Progressives	Open-minded progressives (probably university students)	Wow! This makes sense. Maybe we could organize a campus event, film night or group around post growth/alternative economics, integrate these concepts into our work and worldview.	Keen to jump on a moving train; anything that gets them to think deeply; seeing their ideas crystallised but still allowing them to claim the arguments as their own.	This is the most progressive issue you could lend your time and energy to.
28	Silo Activists	Environmentalists, Social/Economic Justice Supporters & Activists; Marxists, Socialists, Anarchists	We recognize growth erases the gains we make in each of our silos. We want to shift some of our effort to the meta-level, and address top-level growth issues.	Have environmental sensibilities, understand limits to growth but haven't thought it through, tend to focus on solution silos - not always systems thinkers; electric cars/biofuels/etc will solve climate change!	Turning part of your efforts to the growth issue will help stem the loss of any gains you make in your silos.
29	Arts Community	Photographers, musicians, poets, writers, visual artists, filmmakers	PGI has connected what I am working on to a larger narrative.	Many in the arts community are already aligned with tackling social and/or environmental issues, but on a piecemeal or single issue basis.	The arts can work where science has failed to create a cultural shift.
30	Green Consumers	Producers, consumers of 'green' products	I get it: a greener product is a step forward, but its still a consumer product. Its not enough just to be green.	But I'm gonna make/buy stuff anyway - at least it's green!	Greener stuff is a start, but is it enough? How can we think differently about what adds value and pleasure to our life?
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32	RECEPTIVE - SECONDARY GRASSROOTS
33	Idealistic Youth	Young engaged people ages 15-25 who want to make the world a better place ...	I can recognize pro-growth propaganda for what it is. We've been sold the dummy! And now we're going to tell everyone about it!	Already get that that want to leave the world a better place, they just need a focus.	Here is a way that you can make your efforts really count; tackle the growth beast, not its symptoms.
34	Dissatisfied	Dissatisfied people who think the status quo is not working, especially for them: this is a big group. People who are working hard but struggling to make ends meet; people who feel they are rushing from home to work to home and going through the motions, not really living. People whose work has no purpose or meaning for them. People whose health, connections with friends and family are suffering from the pressures that are a consequence of uneconomic growth.	For a long time, I've had this nagging doubt and dissatisfaction. Every now and then I ask myself 'is this it?'. Now I know there's something more, and PGI are asking the kind of questions I want answers to about how we could live differently and achieve life satisfaction.	Downwardly mobile middle class, smart but disillusioned and maybe brave enough to help effect change. Currently unaware of limits to growth, often lament negative impacts of growth - esp. urban growth, but may believe it's unstoppable and necessary.	Shifting away from uneconomic growth could make life easier and more satisfying.	Perhaps where we should put our biggest effort, after our initial alliance-building with existing groups working on aspects of this; they would LOVE to find the cause of that nagging dissatisfaction they can't quite put their finger on...these folks will shift it out of 'sustainability land' into the mainstream.
35	Disenfranchised - Global North	On the breadline, impoverished	Damn! This system is not my opportunity for improvement; it's designed to keep me here. I've been sucked into a game that's rigged.	Too busy surviving to dwell on this, but may, like others, believe growth represents opportunity - they may be too busy surviving to be actively involved, but the one thing they can do that would make a huge difference is to talk to others about it. May see post growth as asking them to forego what little they have for the disenfranchised in the Global South.	Shifting away from uneconomic growth could make life easier and more satisfying.	Impoverished can mean material poverty OR time poverty
36	Disenfranchised - Global South	Slum dwellers, dispossessed, refugees	I can see how post growth connects to what I am experiencing around me, and I understand that its about fairly meeting every human being's needs.	How can we achieve justice? How can we provide pathways to prosperity for all, without emerging nations going down the growth at all costs road? May see PGI as advocating no growth as hypocritical, after the Global North has had its party…	Everyone deserves a great quality of life, and we can best secure that by making sure that humans overall aren't 'bigger' than the planet - more growth will hurt the most vulnerable first.	May be more organised and proactive in Global South than 'impoverished' in Global North
37	Welfare Agencies & Community Services	Provide services to those struggling in the growth-centred world	PGI says its tackling the cause of the symptoms we address - we would like to turn some of our capacity to how we can keep people sheltered, fed, safe, healthy.	Are focused on responding to immediate, short term needs, but - like health professionals - are mindful of the causes/triggers and that ultimately these need to be addressed.	Engaging on this issue can assist the most vulnerable people in our society who are most at risk from uneconomic growth.
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39	RESISTERS
40	Non-Receptive Leaders/Decision Makers/Influencers	Politicians, Chiefs of Staff, CEOs	PGI don't understand that its political/career suicide for me to speak of no growth - but they are offering other ways for my constituents/shareholders to think about value and prosperity. I'll bide my time and see how this plays out…	Must continue to speak the status quo; may see things differently on a private level. They will most likely continue to voice support for GDP and economic growth until mainstream opinion shifts. Their continued growth rhetoric may contribute to increasing alienation of their constituents. We want them to quietly start investigating these ideas, and building their capacity to talk effectively about post growth.	We are also concerned with how to deliver a good life for your constituents/to shape businesses that are responding to 21st century trends by embracing a broader definition of value/success.	In all of the 'resister' segments, there will be those who do think differently and are receptive, even if their organisation or official position Is not.
41	Hedonists/Conspicuous Consumers	Use material goods (cars, clothes etc) as status symbols; compulsive shoppers	PGI challenge my ideas and my lifestyle; but maybe there is some truth in what they're saying…	Values centered on increasing material wealth, status - aka Prospectors, in Chris Rose's well researched/tested taxonomy: http://www.campaignstrategy.org/articles/int_values_campaign.pdf	A true demonstration of wealth and success is your ability to share, rather than consume and waste.	The key here is making sharing, rather than consumption, 'sexy', a badge of status. Rather than you're wealthy/successful 'if you can afford to consume and waste', shift the status to 'if you can afford to share'.
42	The Growth Indoctrinated	Growth believers who don't have a political or personal vested interest; neoclassical economists	PGI are saying that there is another path to a good life - even though I've always believed that its only more growth that can deliver this. How can they possibly think this way?	Challenges ideology/years of learning/career investment.	What constitutes a good life? Are the methods that worked until now going to work over the next 50 years?	Their faith in growth has a tiny chink in its armor. May be primed to move toward recognizing propaganda and questioning the faith in response to the next salvo.
43	Apathetic	People who don't see this as being of interest to, or affecting them	Do not waste energy engaging.	Won't care	Do not waste energy engaging.	Is apathy truly apathy or a response to a perceived lack of agency and ability to influence change?
44	Pro-Growthers	Developers, bankers, financiers	Do not waste energy engaging.	Will be up in arms. Will lambast post growth ideas in blogs, columns and on television. Work/career identity, ideology embedded in growth and/or personally profit from growth; unable to accept that the Global North needs to degrow.	Do not waste energy engaging.	These guys are in the same camp as the truly apathetic - we don't need to waste energy trying to convince or fight them, we need to focus on the chunk of people who are going to pursue change.