Who Cares? Exploring Consumer Attitudes toward Sustainability

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Presentation from North Carolina Sustainable Business Awards conference


<ul><li>1.Who Cares? Exploring Consumer Attitudes Toward Sustainability North Carolina Sustainable Business Awards Conference October 22, 2007 </li></ul> <p>2. AgendaEnvironmental LiteracyConsumer Attitudes Toward the EnvironmentThe New Wal-Mart Effect2 3. Environmental LiteracyThe National Environmental Education &amp; Training Foundation is aCongressionally chartered, private nonprofit organization thatsupports the development of environmental literacy in its manyformsConducts detailed annual surveys about public awareness ofenvironmental issues Our years of data from Roper surveys show a persistent pattern of environmental ignorance even among the most educated and influentialmembers of society 3 4. Environmental LiteracyAdult Americans really have a very poor knowledge of the environment 32% pass a basic quiz on environmental subjects Just 12% pass a basic quiz on awareness of energy topicsWomen have more support for the environment over the economy, and moresupport for additional environmental regulation, but lower levels ofenvironmental knowledge Men score twice as well as women on awareness testsOne of the biggest problems is the people overestimate what they know 70% of Americans think they know quite a bit about the environment, but really only about 10% have a real working knowledge of basic environmental facts and figuresAbout 1/3 of Americans think that chloroflourocarbons or CFCs are stillcontained in spray cans They were banned in 1978About 1/3 of Americans think that disposable diapers are the number one thinggoing into landfills Diapers account for 1% of total; from a weight and volume perspective, the number one thing going into landfills is paper45 million Americans think the ocean is a source of fresh water4 5. The 30:3 Problemquot;Thirty percent of people claim to be concerned about theenvironmental and ethical integrity of products and services theypurchase and yet only three percent translate this attitude intobehavior. Wendy Gordon Brand Green: Mainstream or Forever Niche?5 6. Yankelovich Green Monitorquot;Given consumer attitudes today, green is best characterized as aniche opportunity in the consumer marketplace,quot; says Walker Smith,president of Yankelovich.quot;It is a strong niche opportunity, but it is not a mainstream interest thatis passionately held or strongly felt by the majority of consumers.The amount of media interest given to the environment far exceedsthe amount of consumer interest.Segments include: Greenthusiasts (13% of the U.S. population) Greenspeaks (15%) Greensteps (25%) Greenbits (19%) Greenless (29%)6 7. 2007 Roper Green Gauge True-Blue Greens (30%) Environmental leaders and activists most likely to walk the green talk Nearly half (48%) turn to environmental groups as their main source of greeninformation Greenback Greens (10%) Do not have time to be completely green and not likely to give up comfort andconvenience for the environment, but willing to buy green products Nearly half (49%) get information on green issues from newspapers Sprouts (26%) Fence sitters who buy green only if it meets their needs One third cite newspapers as their main source of green information Grousers (15%) Generally uninvolved and disinterested in green issues; Believe individualbehavior cannot improve environment Newspapers again serve as their major information source on green issues Apathetics (18%) Basic Browns not concerned enough about the environment to take action Believe environmental indifference is the mainstream TV programs are their main source of environmental information7 8. 2007 Hartman Report on SustainabilityHow consumers feel about a world struggling to live in balance todayfor the benefit of future generationsSustainability consciousness is defined as expressing ordemonstrating through self-reported attitudes and behaviors aconscious willingness to incorporate some aspect of sustainability in apersons normal routinesSegments are: Core (18%) extend their risk awareness outward from their bodies to broader environments ranging from their community to globally Mid-level (65%) consumers focus on risks to their bodies, but also examine risks to surroundings at home as well as in society. Periphery (17%) limited involvement tend to concentrate their awareness of risks to their personal lives and bodiesA small portion of Americans (7% of respondents) fall outside theWorld of Sustainability. 8 9. Adaptive Reactions Thinking about the major problems facing the world, which of the following most closely resembles your perspective?Radical Engagement (36%) If people do not band together and employ radical means to overcome major problems, our future is bleakquot;Sustained Optimism (27%) quot;If we rely on rational intelligence and science, we can overcome major problems and secure a hopeful futurequot;Divine Faith (20%) quot;If we leave things in God's hands, everything will turn out as it shouldquot;Cynical Pessimism (17%) quot;Save the planet? Who are we kidding? We can't even take care of ourselvesquot;Pragmatic Acceptance (8%) quot;I don't worry about the major problems facing the world because they are beyond my controlquot;9 10. Marketing to the MiddleThe Mid-level segment constitutes the largest and most heterogeneous group Much less extreme in their views on sustainability More open to efforts by mainstream firms to address issues of sustainabilityMid-level sub-segments Radical Engagement position, brings environmental causes to the forefront Divine Faith, tends to be more concerned about issues of social responsibility The third group of Sustained Optimism shares elements of the two other groups, but has a more moderate, pragmatic way of dealing with sustainability.Core consumers are the most intensely involved and passionate about issuessurrounding sustainability They are also the most cynical group of consumers Many within the core distrust corporations motives when it comes to green behavior Core is the most motivated and sets the agendaMarketers would be better to look to the core for inspiration on how to talk to themid-level and for insights as to where the mid-level may be heading10 11. Key ValuesSustainability is an umbrella term for six key values in the mindset ofconsumers: Healthier Local Social responsibility Environmental responsibility Simple living ControlMany consumers feel they have control in their own households but feel outof control when it comes to regional, national or global issues. This leads to heightened interest and participation in purchasing sustainable products for personal health and safety benefits in the home and from convenient local sourcesConsequently, health and safety in the home affects purchase decisions.The vast majority of consumers at this time will not pay more or go out oftheir way to participate in regional, national or global issues 11 12. Really Simple SegmentationCommitted - knows what to do and does itConflicted - knows what to do, but doesn't always botherConfused - doesn't know what to do, or how to make a differenceCynical - doesn't know and doesn't careJoel Makower12 13. Pop QuizWould you say the following quotes came from an environmentalactivist or a corporate leader? We should view the environment as Katrina inslow motion. We envision a point in the near future wherethere will be no dumpsters at large retail stores,and no landfills with throwaways. Have you ever noticed that when youve takenthe item out of the package youve got morepackaging than item? 13 14. Wal-Marts Journey to SustainabilityWal-Mart chairman Rob Walton - avid outdoorsman courted byConservation International (CI), a leading NGO with pro-corporateorientation Made a $21M grant and joined their boardCEO Lee Glass completed a review of legal and PR woes Commissioned a year-long review of environmental impact, using CI and BluSkye Consulting Influenced by Natural Capitalism (Lovins, Lovins and Hawken) Hired staff and PR firm with experience in Democratic presidential elections I had an intellectual interest when I started. Now I have a passion.Created 14 sustainable value networks, focused on specific areas (logistics,packaging, seafood, textiles, etc.) Comprised of executives, suppliers, NGOs, and regulatorsManaged by a corporate staff of 5 people Key decisions are de-centralized; constant push into local decision-making 14 15. But What Are They Doing, Really?Like Wal-Mart as we know it, initial (relentless) focus on costreduction within internal operations and with 60,000 suppliers Low-hanging fruit Innovation Projects Long term?15 16. The New Wal-Mart EffectCommitted to the Senate Committee for Energy &amp; Natural Resources in April2006 to eliminate 30% of non-renewable energy in U.S. programCreated a design collective with goals of reducing existing stores energy usesby 20% in seven yearsDeveloping a proto-type that is 30% more efficient in 4 years and 50% moreefficient in 7 yearsIncreasing truck fleet efficiency by 25 percent in the next 3 years, and doublingefficiency in the next 10 yearsUltimate goal: help create business models and opportunities that will allowstores to operate on 100% usage of renewable energyMaking global deals on purchasing LED lighting and solar panelsAcres for America. Purchasing land in conservation areas for every acredeveloped. Existing and future.Sharing all learnings in technology with the world, including competitors The more people who can utilize this type of technology the larger the market and more we can save our customers 16 17. 17 18. 18 19. Sustainable Store Experiment Recovered cooking oil bio-fuel boiler The Bio-Fuel Boiler reduces the Supercenters use of natural gas by just of 30,000 therms,or enough natural gas to heat and provide hot water for 26 single family homes in McKinneyfor an entire year Building integrated photovoltaic: roof mounted polycrystalline The Garden Center canopy is estimated to generate 14,585 KwH per annum, which isenough electricity to power 486 single family homes for one day and reduces greenhouseemissions by an estimated 22,100 pounds per year, lowering the demand for local powergeneration. An average household CO2 output is 22,750 pounds per year Building integrated photovoltaic: roof mounted, clerestory amorphous Each vestibule is estimated to generate approximately 4,177 KwH per year. Combined, thisis enough electricity to power 270 single family homes for one day and reduce greenhouseemissions by 12,750 pounds per year. An average household CO2 output is 22,750 poundsper year. Building Integrated Photovoltaic: Curtain Wall, Clerestory Mounted Polycrystalline And Amorphous The faade-mounted crystalline panels are estimated to generate 23,544 KwH per year. Thisis enough electricity to power up to 780 single family homes for one day. The faade-mounted thin film laminates are estimated to generate 2,431 KwH per year. Reducingdependence on conventionally generated power, the two laminates are estimated to reducegreenhouse emissions by 37,750 pounds per year. An average household CO2 output is22,750 pounds per year. 19 20. Sustainable Store ExperimentFly ash in building concrete Every ton of fly ash utilized saves the equivalent of one barrel of imported oil (energy). Approximately 800 tons of fly ash were used in this buildings slab and foundation system.Natural daylight and dimming controls The lighting savings at McKinney are projected to approach 300,000 KwHs a year.Reflective coating on the building The west face of the building has been coated with reflective ceramic paint to reduce heat gain inside the building.Alternative freezer/cooler refrigeration units By relocating the refrigeration systems to the roof, copper piping and refrigerant leads were reduced by more than 40%. In combination with the added glass doors at the display cases, an estimated energy savings of 645,000 KwH annually will be achieved, providing enough power for 65 single family homes for an entire year.Radiant floor heating A radiant floor heating system conducts heat through the floor using hot water which is pumped through a series of tubes in the concrete floor. Since radiant energy warms us so effectively, the thermostat can be set at a lower temperature. This kind of heating conserves energy through the even release of heat from the floor.20 21. Sustainable Store ExperimentAir distribution system This system is estimated to save about 600,000 KwH of electricity per year, which is enough to power about 60 single family homes for an entire year.Burning used motor oil Used motor oil from the stores Tire and Lube Express is collected and saved for use in a biofuel boiler. The boiler generates heat on site to heat the building. Combined with cooking oil collected from the deli, the natural gas saved is just over 30,000 therms, which is estimated to be enough to heat and to provide hot water for 26 single family homes in McKinney for an entire year.Recycled food waste Food waste from the produce, deli, meat, and dairy departments is typically hauled to a landfill. Since this is organic waste, it is hauled to a local commercial composting facility where it is processed and made into compost.Air conditioning condensation water Condensation from the stores refrigeration and air conditioning systems is collected, stored in the pond on the east side of the building, and used to21 help irrigate the landscaping. 22. For More Information: Jim JubelirerVice PresidentHarris Interactive 6007 Hathaway LaneChapel Hill, NC 27514(919) 969-7818(919) 969-7813 fax jjubelirer@harrisinteractive.com 22 23. References National Environmental Education &amp; Training Foundation www.neetf.org Yankelovich Green Monitor www.yankelovich.com Roper Green Gauge http://www.gfkamerica.com/news/gfk_roper_environment_companies.htm Hartman Report on Sustainability http://hartman-group.com/products/reportSustainability2007.html Joel Makower www.makower.com Wal-Mart Sustainability http://walmartstores.com/GlobalWMStoresWeb/navigate.do?catg=217 Green Business http://www.greenbiz.com/news/news_third.cfm?NewsID=35988 American Environmental Values Survey23 http://ecoamerica.typepad.com/blog/2006/12/american_enviro.html </p>


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