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Consumer responses to questions on the environment and sustainability Jonathan Banks January 2010 Confidential & Proprietary • Copyright © 2009 The Nielsen Company 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 Confidential & Proprietary Copyright © 2009 The Nielsen Company 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 Confidential & Proprietary Copyright © 2009 The Nielsen Company 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% Confidential & Proprietary Copyright © 2009 The Nielsen Company 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% Confidential & Proprietary Copyright © 2009 The Nielsen Company 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” Confidential & Proprietary Copyright © 2009 The Nielsen Company 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 Confidential & Proprietary Copyright © 2009 The Nielsen Company 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 Confidential & Proprietary Copyright © 2009 The Nielsen Company 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% Confidential & Proprietary Copyright © 2009 The Nielsen Company 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 Confidential & Proprietary Copyright © 2009 The Nielsen Company 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 Confidential & Proprietary Copyright © 2009 The Nielsen Company 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 Confidential & Proprietary 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 [email protected] Confidential & Proprietary Copyright © 2009 The Nielsen Company