Download Consumer responses to questions on the environment and

Consumer responses to questions on
the environment and sustainability
Jonathan Banks
January 2010
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Consumer confidence index
110
105
100
95
90
Global
average
85
80
GB
75
70
65
60
Apr-05 Oct-05 Apr-06 Oct-06 Apr-07 Oct-07 Apr-08 Oct-08 Apr-09 Oct-09
Source: Nielsen Global Online Surveys
to December 2009
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Financial concerns override most others...
What is your biggest+2nd biggest concern in the next 6 months?
The economy
25%
Increasing utility bills
23%
Debt
20%
Job security
19%
Increasing fuel prices
14%
Work/life balance
13%
Increasing food prices
11%
Health
10%
Immigration
9%
Crime
9%
Global warming
8%
Source: NielsenGlobal online survey UK results December 2009
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Little change in degree of concern since 2007
How concerned are you about the environment?
Very concerned
Sep-09
'Oct 07
17%
20%
Quite concerned
Quite unconcerned
57%
55%
Source: Nielsen Global online surveys UK results
Very unconcerned
74%
75%
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Little change in degree of concern since 2007
How concerned are you about Climate change/global warming
Very concerned
Sep-09
28%
Apr-07
29%
Source: Nielsen Global online surveys UK results
Quite concerned
37%
37%
65%
66%
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Climate change top environmental concern
but it’s in ‘competition’ with others
How concerned are you about the following environmental issues?
Very concerned
Quite concerned
climate change/global warming
packaging waste
Very unconcerned
Quite unconcerned
51%
39%
53%
35%
air pollution
28%
water pollution
26%
surface or ground pollution
20%
use of pesticides
22%
water shortages
22%
60%
55%
60%
51%
47%
Source: Nielsen Global online survey UK results
September 2009
Base: the 74% who are “concerned about the environment”
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What do you think are the biggest contributions society
can make to combat global warming/climate change?
4 of the top 5 responses put the responsibility on government
There should be major government-led initiative for
research into scientific and technological solutions
31%
30%
People should recycle consumer waste when possible
Governments should restrict companies' emissions of CO2 and other pollutants
28%
There should be major government investment in improved public transport
28%
There should be government incentives (tax breaks or subsidies) to individuals
for good, less- or non-polluting behaviour
23%
People should save electricity, such as by lowering the
temperature in their homes or washing clothes at lower temperatures
People should take care not to buy excess food that will be wasted
18%
13%
There should be a change to more energy efficient light bulbs/fixtures/appliances
12%
People should purchase local goods whenever possible (e.g. local seasonal foods)
12%
Source: Nielsen Global online surveys UK results
top responses – September 2009
= relevant to food manufacturers
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What do you think are the biggest contributions society
can make to combat global warming/climate change?
Lowest responses:
12%
There should be incentives for climate-friendly corporate behaviour
People should reduce air travel
11%
People should use private cars less
11%
Homeowners should insulate their homes
11%
10%
Governments should tax individuals for polluting behaviour
People should choose supermarkets and shops that are ethically supportive of global
warming/climate change
5%
People should eat less meat 3%
People should buy more organically produced food 2%
Source: Nielsen Global online surveys UK results
September 2009
= relevant to food manufacturers
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Thinking about the manufacture of grocery products, how
important is it to you personally that raw materials aren't harmful
to the environment
Very important
Sep-09
Apr-08
Somewhat important
35%
31%
Somewhat unimportant
41%
40%
Source: Nielsen Global online surveys UK results
Not at all important
76%
71%
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Consumers need choice editing by manufacturers
and retailers on their behalf...
Strongly agree
How important is it for you that companies
implement programs to improve the
environment?
How important is it for you that companies
implement programs that contribute to
improving society?
The climate change debate has influenced
the way I choose and buy food and
groceries
The information on food and grocery
packaging is sufficient for me to make a
climate aware decision on what to buy
29%
17%
8%
Agree
51%
53%
26%
5% 25%
Source: Nielsen Global online surveys UK results
September 2009
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All countries
should reducereduce
their
All countries
should
their
emissions per person equally
emissions per person equally
70%
%age country's respondents selecting this option
ID
60%
PH
ZA
VE
CZ
VN
TH
50%
FR
CO
IN
BR
AR
CL
RU
PK
40%
US
MX
LV
NZ
MY
SA
PL
KO
GR
ES
SG
IE
AE
NL
FI
R2 = 0.07
HK
IL
HU
30%
BE AT
IT
PT
EE
TR
GB AU
DE
CA CH
TW JP
CN
NO
SE
DK
20%
10%
0%
$0
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
Per capita GDP
Source: Nielsen Global Online Survey 2009
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All countries should reduce emissions
– and
wealthy
should
reduce
Emission reductions
based on countries
country wealth - all countries
reduce emissions
and wealthy countries should reduce their emissions the most
their emissions the most
70%
%age of country's respondents selecting this option
CN
60%
KO
PL
GR
HU
ES
PT
50%
TW
IT
MY
BR TR
PK
CO
RU LV
NO
FI
EE
AE
CZ NZ
CL
IN
HK
JP
MX
40%
SE
DK
FR
DE
AU
AT
R2 = 0.01
IE
CH
AR
PH
30%
TH
SA
ZA
IL
SG
BE
CA
VE
GB
ID
US
NL
VN
20%
10%
0%
$0
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
Per capita GDP
Source: Nielsen Global Online Survey 2009
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Copyright © 2009 The Nielsen Company
Conclusions...
• Consumer confidence is low
• Economic concerns > social/environmental
• No increase in level of concern since AIT spike
• Climate change: one of several environmental
concerns
• Government responsibility
• Personal action gets few votes
• Consumer confusion
• Choice editing by retailers and manufacturers
• data available for over 50 countries
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