2052 for Prospectors
by Catherine Cameron
Catherine Cameron (British and Guyanese, born 1963) was a member of the core team behind The Stern Review: The Economics of Climate Change. She is now director of Agulhas: Applied Knowledge, helping companies and organizations respond to the additional challenges to sustainability posed by climate change. She is a visiting fellow at the Smith School of Environment & Enterprise at the University of Oxford. http://agulhas.co.uk/catherine_cameron.html
A second group are outer directed ‘Prospectors’. They make up 32% of the UK population. They are the biggest group in the USA. China and India are moving towards having Prospectors as the predominant group. They are interested in the right answer, being better and best, having a good time and displaying their success. It is thus critical that any messages about the future and what we can do to make it sustainable are framed in language that this group can respond to.
The third group are ‘Settlers’. They represent around 30% of the UK population and are security driven. They will adopt behaviours once they are perceived as ‘normal’, i.e. when both Pioneers and Prospectors are doing it. Innovation and change comes from Pioneers, is then adopted by Prospectors and finally taken up by Settlers.
There are already a number of organisations that have used this approach to tailor their messaging to these different values-based groups, including Audi, Arsenal, BBC, Bass, CISCO, the Environment Agency, Greenpeace, Haagen Daaz, the Henley Centre, Natural England, National Trust, Nestle, RSPB, Skoda, Shell, Unilever and Whitbread.
One proposed action is to rethink and reformulate the way in which the messages of 2052 – and the other Big Ideas by contributing Glimpse authors – are communicated, including in summary articles and public presentations.
Useful resources include What Makes People Tick: The Three Hidden Worlds of Settlers, Prospectors and Pioneers, by Chris Rose and the websites: www.cultdyn.co.uk and www.campaignstrategy.org.