Know Thyself, But Know Thou Too

During December's Green Architecture and Urbanism Council, Andres Duany identified four target markets, their pros and cons, and discussed how to appeal to their personalities when presenting ideas or speaking to consumers.

Among their other identifiable markings, "Ethicists...are 'the original environmental activists,'" "Trendsetters...are willing to make choices that generate environmental benefits, but not if it means sacrifice," "Opportunists" are "pragmatic, optimistic, entrepreneurial people [who] welcome advances in technology. They love 'gadget-green' buildings," while "Survivalists...are pessimists who believe severe global warming and/or resource depletion are inevitable" and "will adapt their lifestyles for the 'Long Emergency'."

”Duany also identified a fifth group, the Apathetics, individuals who are 'ignorant, skeptical, or indifferent.' Their model: Dick Cheney. 'They will come along if it is cheaper or easier or when their ass gets hot'."