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2012
In 2012
1004
CONSUMERS
GENDER
NATIONWIDE
AGE
Globally, consumers are united in their concerns about sustainability & their desire to make a difference
What I do to be sustainable at a personal & local level does make a real difference to the quality of life for future generations
79%
GUARDIAN UK: 2007 - 2009
80%
CB BETTER BUSINESS REPORT 2011/2012
Were just as committed to making the right choices as the rest of developed world
How committed are you to living a green and sustainable lifestyle?
Not at all committed Totally committed
REJECTERS (1-4)
2011/2012 1
NZ
2011
15% 17%
40% 35%
38% 40%
7% 7%
2012
US 2010*2 18%
33%
33%
16%
1 Colmar Brunton Better Business Report 2011/2012 *2 Ogilvy & Mather, Mainstream Green Report 2011
MID TO LOW
INCOMES
35 years of age
72% O v e r
ARE THE MAIN SHOPPER
59% 61%
ARE FEMALE
ALMOST
6
IN
10
A R E W I L L I N G TO PAY M O R E F O R T H E S U S TA I N A B L E C H O I C E
People are gradually making the lifestyle changes that are easy and save money, but those that cost more have not taken off
% all or most of the time
2011 / 2012
85
Recycling paper, plastic, glass & tin
86
Buying eco-friendly cleaning products
16
21
Using alternative transport eg. Cycling
13
13
50
Being more energy efficient at home
54
Growing your own veggies
24
26
Using public transport
41
Composting food and organics
42
Buying Fair Trade
8
Buying organic foods
32
Buying local vs. imported
38
Not using plastic bags
28
28
Paying to offset carbon on flights
Are consumers willing to pay more for eco-friendly/sustainable products and services?
Middle East New Zealand
New Zealand
88%
Australia
73%
While people want to do the right thing, their choices are impacted by a variety of factors 73%
Mentioned at least one green factor vs.
Price
94%
76%
Known/trusted brand
Organic
Proximity is also key personal relevance is often a pre-requisite in capturing attention, persuading and motivating behaviour
Macro issues and good marketing can shift issues to be more personally relevant
Theres a lot to learn about making better choices and what to look for
88%
HOWEVER
Want to have all the facts about sustainability so they can make better, more informed decisions
15% 1 IN 3
feel businesses are giving them enough information about their social and environmental practices
I wish I had more information about what businesses are doing so I could factor it into my decisions. When they do something that is good for the earth they should let their customers know
Whether or not consumers live and buy sustainably, they expect brands and organisations to behave responsibly, ethically and sustainably
Its important to work for a company thats environmentally and socially responsible, and I wont work for one that isnt
83%
NIELSEN 2011 GLOBAL ENVIRONMENT & SUSTAINABILITY SURVEY
60%
CB BETTER BUSINESS REPORT 2012
For brands seeking to carve out a space around innovation and leadership, sustainability is a powerful signpost SMART EFFICIENT PROGRESSIVE I N S P I R AT I O N A L
58%
of Kiwis agree:
Only the most progressive and innovative businesses take sustainability seriously
Brands that persist with wasteful, irresponsible ways and inaccurate claims risk significant backlash
Consumers have a right to know where a food product comes from I get annoyed when products try to pass themselves off as Greener than they really are Healthier than they really are
97%
94%
96%
KEY
TAKE
OUTS
1
Authentic sustainability is hardwired into the future planning of the business and across both internal and external touch points
Our planet and our future depends on sustainability. Now more than ever businesses should be getting involved as much as possible and factoring it into their business plans. Not just the parts they customers interact with but also the things they do internally such as running green offices
Its not just about ensuring you have a minimal impact on the external environment its also about efficiency and sustaining the business at a profit level that is acceptable and will ensure its longevity. Its about future proofing your business and thinking about it in your future planning
The things that both customers and employees touch need to be sustainable so that through word of mouth this positive thing is shared
The issue of sustainability is important, and people want to know more about what
businesses are doing share your journey and experiences, invite them in. Keep it simple, honest, transparent, and dont greenwash or overstate your credentials
Businesses need to be more transparent about what they are doing to be sustainable
Id like to know more about what theyre working on, where theyre heading and what theyre trying to achieve
Sustainability is critical to the future of mankind we only have one planet after all
They should do more marketing to let us know what sustainable projects they are intending to work on
Be a leader
Sustainable businesses are successful businesses innovative, clever, efficient and profitable, as well as minimising their footprint. Consumers are looking for leaders to show the way
Sustainability is becoming more and more important, not just for image but also for profit
For businesses that are leading the way in sustainability, this is a trend that others will soon follow
Businesses that are leaders in sustainable innovation show the way for others to follow their footsteps
Make it positive
A focus on positives and rewarding good behaviour is more motivating and appealing than highlighting the negatives 70% of consumers say they have a better opinion of businesses that reward customers for choosing sustainable options with discounts or
special benefits
If a business is making the effort to be sustainable that changes the way you perceive them and makes you more inclined to be loyal to them
Find our what your target customers value, and then do it cheaper, easier, better. Add sustainability on top, and its a no brainer
79%
WHOS
DOING IT
BEST?
2010
72%
NONE / DK
72%
2012
NONE / DK
2011
67%
NONE / DK
A study by Osmosis Investment Mgmt confirms that leaders in sustainability yield above average results in margins and shareholder returns
Bloomberg 24/9/12