High Society Progressives
- 03 May 2021
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High Society Progressives
- Updated on 03 May 2021
- 3 Minutes to read
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High Society Progressives
Older, mature couples, and seasonal second-homers with large properties, remodeled stately homes, or new builds on exclusive ocean-going sanctuaries surrounding picturesque rural centres like Mahone Bay, Chester or Inverness. They are typically empty-nesters, middle-aged and older (with their youngest already off to college), and include both retirees and those still working in well-compensated, white-collar consulting, management or executive positions. They're likely to have robust investment portfolios, with incomes and wealth ranging from firmly upper-middle-class and maintaining, to two-and-a-half times the national average or more, to Canada's wealthiest 1% of households who can easily afford second properties with multi-million-dollar price tags and luxury cars for touring beaches or visiting the local farmer's market. They may own income properties 'in town' and take advantage of proximity to Halifax and its international airport, enjoy local arts, galleries and outdoor activities like golf, sailing or hosting friends for parties or longer stays. They may also include prominent Canadian personalities in business or active philanthropists. They expect to be catered to with available services. As consumers, they're able to afford luxury goods and an easy lifestyle, and they're willing to pay more for environmentally friendly or organic products.
What they think about climate change
Contrary to popular belief, people with the means to self-identify as 'green' (i.e. make predominantly green consumer choices) are not the ones with the smallest footprint—in fact, it's often the opposite. Individuals with high levels of wealth and income typically signal pro-environmental self-identities, and their intention to behave in an ecologically responsible way, but they typically emphasize actions that have relatively small ecological benefits. Study after study finds that the primary determinant of a person’s actual ecological footprint is income itself—wealthy people more frequently identify as 'green', but per capita living space, energy used for household appliances, meat consumption, car use, vacation travel, etc. means Canada's top 10% — even those who self-identify as green — consume more and do more of all those things that make them LESS green, despite their perceived attitudes. For this persona type, environmental identity will lead to some relatively low-impact (high-signaling) pro-environmental behaviors, but it rarely drives serious reductions in the biggest sources of lifestyle emissions. As such, it's important to realize that relatively wealthy folks will react positively to messages around climate change, but do relatively little unless it's made attractive, convenient and easy for them. Messages that feature innovation, new technology, new services around making waste processing easier, or policy that demonstrates forward-thinking by the community on the whole (EVs, waste diversion or circular economy solutions) will be met with positivity from this group, while messages that might be perceived as hampering their lifestyle might be met with cynicism (active transport as primary transport, small housing, denser housing, reducing water use).
Top Issues
- Solar PV
- EVs
- Solid Waste/Waste Diversion Reduction
How to Talk to Them about Climate Change
"You matter very much to our efforts! A little change can affect a lot and make a huge impact for the community—for instance, putting solar panels on the roof of your house and/or buying an EV. We're a small community, but we're innovative thinkers and doers—look at all the progress we're making together. Check out these forward-thinking ideas you can be a part of."
Resources
Case Study: Elevate Energy provides training to real estate professionals through their Solar Training and Education for Professionals program. Real estate agents, appraisers, and appraisal regulatory officials can learn about solar energy systems, which allows them to have informed discussions with home buyers and sellers about solar for their homes.
Project Profile: Elevate Energy
Solar Assist—a resource for Nova Scotian Homeowners
Case Study: ASES National Solar Tour lets solar home owners showcase their homes and connect with other like minded individuals about sustainable living.
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