Introducing the cause landscape map To visualise the overall cause landscape of Britain we used Multi-Dimensional Scaling mapping
How we created the maps
The map is defined by two axes. The horizontal runs from ‘Healthy Planet’ to ‘Progress for People’. The vertical runs from ‘Preserve and Protect’ to ‘Inclusive Equality’. Where your audience sits on those two axes tells you which causes they care about most, and where your brand has the right to play. The cause landscape allows us to:
- Represent similarities and difference among various causes on a two-dimensional map, using spatial distances to depict proximities.
- Plot key cohorts and brands to understand similarities and differentiation in positioning on the landscape across key groups of interest and all brands in the study.
How to use the maps
Optimised viewing experience: This document is optimised for viewing on desktop or laptop devices. For the best visual experience and seamless interaction, we recommend accessing this report on such devices rather than on mobile.
Spline visualisation embeds: If you encounter difficulties with Spline visualisations, each page includes a dedicated link that allows you to open the visualisations in a separate web browser tab. This should ensure you can access the content without interruptions.
Exploring the maps: Each coloured point represents a cause, hovering over them will reveal the full cause description. The nine themes are present around the outside of the map, hover a theme to see the causes within it. The lines from a brand to the coloured points represent the causes that the brand has the strongest relative association with (connections shown with Highest Double Index for the Brand, usually 120+).