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London Calling Case Study

The Design Museum London discovers a sustainable model for future exhibitions with Experian GreenAware.

The Design Museum London has always championed creative thinking and inspired problem solving, working with the world's best design talent and welcoming five million visitors to over one hundred exhibitions of contemporary design. Environmental responsibility plays a major part in everything it does, leading to the organisation benefitting from Experian expertise through it's GreenAware attitudinal analysis, helping to create a sustainable business model for future exhibitions.

"Linking the results from green Aware to Mosaic UK Audience classifications bought more good news for the museum, uncovering the fact that those within the Eco-Evangelists grouping are alot more likely to be interested in cultureal and artistic pursuits".


The museum's 'Sustainable Futures' exhibition offered the perfect opportunity to deliver an event that met their green ambitions and allowed them to engage with like-minded visitors. The audience's reaction was crucial, as renewable items used for the event, rather than the usual one-off purchases, would come at a cost, making up the success or failure of the event.


The Design Museum London turned to specialist art marketing company, 'London Calling', who in turn sought Experian expertise with GreenAware. Experian's GreenAware is developed in association with Stockholm Environment Insititute and incorporates the Green Segments attitudinal classification, assessing nearly 900 audeince surveys gathered by Design Museum London and London Callilng, producing some fascinating and welcome results.

Mark Group case study 

To find out the results of London Calling, download the full case study.

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