Jamie Walker

Local resident’s feeling on Wildlife preservation can vary greatly from one street to the next.

Petition data can be a powerful tool when trying to profile an audience. We can use the number of signatures for specific petitions to quantify how people think about controversial topics.

For example, we can see which areas care about protecting endangered wildlife at a very granular level. If we hone in on Leeds we can see trends in the areas which support wildlife and those which don’t. Here we will take a closer look at these trends.

Rural v Urban

The most obvious trend is high concern for wildlife in the more rural areas, especially north of the city. This may be because people feel more connected to the environment when they are surrounded by green space. There is lower concern amongst city dwellers. This could be due to most of the wildlife they encounter being considered pests hence they feel disconnected from the wider environment.

Affluent v Deprived

We can also categorise areas by socio-demographic classification (OAC). This is a general description of the community in the area as taken from the last census.

(Greener the bar the more concerned residents are)

This confirms the first trend where more rural communities have more concern for wildlife. Interestingly it also shows more affluent areas having higher concern. This could be due to many factors such as having a more global outlook and more disposable income to donate to good causes and more environmentally friendly products, which tend to be more expensive.

Conclusion

With opinions on this topic so split, even on a local scale, it is important to know what potential customers are thinking to properly target the correct audience.

Want to know more about our Attitude Insights?

Our Attitudes package provides modelled strength of feeling toward issues like Animal Welfare, Immigration, and Crime.

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