These are a section of the society defined by the Roper ASW Green Gauge Report as the least interested in “green” or environmental issues and the least likely to take any action on these issues. In 2007, this group was renamed from “Basic Browns” to “Apathetics” and its numbers fell from 19% to 18% in two years. They tend to be less educated, have lower incomes, and lower influence than other consumers.
