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People and Nature Survey for England – social media and segmentation report

Using existing People and Nature survey data, this publication looks to understand how different groups engaged with nature during lockdown. This publication report covers two areas, social media analysis and segmentation.

First social media analysis, this report looks to understand changes during lockdown in how people were discussing outdoor places visited, what associated activities they engaged in, and what benefits they received from doing so and to check longer term to see if discussion around changes from the pre-covid period were sustained or temporary.

Secondly segmentation, the report looks to understand how different groups were experiencing nature, their connection to nature, different needs and motivations, impacts on wellbeing etc.