Green Matters

So what do people really think about the environment? We’ve just done a pretty big piece of research (we’re calling it Green Matters – mostly because it does) into UK consumers’ (sample size of 3000 men and women) reactions to, and engagement with, the big environmental issues.

Unsurprisingly, 88% of respondents claim to be concerned about the environment. But dig a little deeper and there is a definite theme – the gulf of difference there exists in the level of engagement between those issues which are perceived to be shared concerns and responsibilities, and those which impact more directly at a personal level.

People care about what directly affects them: the impact on their daily lives, those close to them, their children. Issues which are played out on the global stage through inter-government debate – like climate change and global warming – are of secondary importance, perceived to be much more removed from their daily lives. And while the majority agree that managing the environment is society’s shared responsibility, only a minority recognise it as their personal responsibility.

This is a theme which appears right through the different areas where environmental concerns are already impacting:

• Cars:- The majority of consumers simply can’t live without their cars, but it is when they are actively involved in changing their car that the environment and reducing pollution becomes a major consideration informing purchase
• Holidays:- Although consumers are aware of the environmental impact of flying, their perceived need for a holiday far outweighs any good intentions – despite Government discussions on the possibility of taxing consumers who fly more than once a year.
• Rubbish:- Recycling is nigh on universal – everyone recycles in some form or other. I guess this shows the power of educating consumers to make the little things they do to help the environment count.
• On average, our respondents threw out 1.98 bin bags per week.  Not surprisingly this increases amongst mass market families – with over a quarter using 3+ bags every week.
• Energy efficiency appears to be one area where consumers have been empowered to take action. Switching off electrical appliances is driven by saving money: safeguarding the environment is only the third most popular motive, after personal safety. But the vast majority now wash their clothes on 30 or 40 degree cycles. Interestingly, Ariel’s ‘Turn to 30’ campaign was repeatedly mentioned as influencing behaviour positively.
• A significant minority of consumers are starting to use some kind of renewable energy in the home – including solar and bio-fuels. Many more would like to use renewable energy sources but are not sure how to go about it – outlining a clear need for more advice and information.
• Water saving messages seem to be having an effect: three quarters turn the tap off when cleaning their teeth; just under half use water saving devices in the loo, and a third share their bath water.
• Consumers are prepared to pay a premium when they perceive a real benefit. For example fair trade and free range products.
• Just under a quarter of respondents already purchase environmentally friendly products.

It’s really early days for us on this so this is just the very top line, But  we are already getting a picture that UK consumers need to be personally engaged by the issues. If advertisers want communicate around this area in a meaningful way, it has to be through direct affinity and relevance to people’s lives. This is the key to changing their behaviour.

More soon.