Pat Dade – The theory of green behaviour change

Pat’s field of expertise is understanding behaviour change and how people will respond to different messages by looking at their values and motivations. This is clearly a crucial issue for green marketing, where organisations need to know how to create compelling offers and messages for a variety of market segments.

The methodology Pat and his company – Cultural Dynamics Strategy and Marketing Ltd – use for the research into British values has been used in 76 countries worldwide for over 36 years. This research measures the changing values, beliefs and motivations of whole cultures and nations from an individual psychological approach.

Pat is recognised as one of the leading experts in his field and has worked with 900 organisations around the world as diverse as Unilever, Shell, BMW, the BBC, Green Peace, WWF, The Environment Agency, The National Trust and RSPB.