This target audience section helps you to identify and describe your target audience. You must be clear about the target audience for your communications and keep them as the focus of your effort at all stages.  

This section looks at each main audience in turn (householders, internal and external groups, specific groups and hard to reach/engage audiences) and ends with a review of their lifestyles.  It will help you identify the target audiences relevant to your communication plan and to understanding them (who they are, where they live, what their lifestyle is like, what their issues and barriers to recycling are).  

This is important because your target audiences must be at the heart of your thinking about your messaging, overall strategy, communication methods and activities.

Download Chapter 4: Target Audience

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Consumer behaviour