In my speeches on "making green sexy," which I've given in a number of locations in the US and Europe, I talk about different types of message points for three different audiences: deep green, light green/lazy green, and non-green. I discuss the idea that these three groups are motivated differently, and to make real society-wide behavioral change, we need to hit all three. Some of Shelton Group's research has actually influenced my thinking about this.
In April I presented on the topic to the Amherst-Area Chamber of Commerce. Below is a seven-minute segment where I discuss the paper products company Marcal, and show how its "Small Steps" packaging touches all three audiences and makes it easy, cheap and convenient for them all to choose its products over its competitors'.