Britain most environmentally cynical nation
Share
Brands must target consumers with specific eco-messages to bring about behavioural change, according to a survey by GfK.
GfK’s Green Gauge Global study reveals that Britain is one of the most environmentally cynical nations and one-in-five people believe climate change is not a serious issue.
Three quarters of British consumers never look into companies’ environmental policies, despite the efforts made by companies such as Procter & Gamble to push their sustainability agenda, according to research.
The research implies that companies broad reaching efforts to become sustainable businesses doesn’t resonate and consumer attitudes are lagging behind companies such as P&G and Marks & Spencer that have put the environment at the core of their business strategy.
The survey revealed better attitudes towards recycling and conserving energy in the home.
Joe Staton, director of global consumer trends at GfK Roper Consulting says: “We have to realise that Britain’s green attitudes will not be transformed overnight – this will be a gradual change, not a sea change.”
“Businesses, individuals and the government must work harder to engage people in conversations that speak to them on a personal level. Trying to connect with them as a single mass by sticking a green label on a product will not work. Approaching specific audiences in this way can pay rich dividends.”
GfK Roper Consulting surveyed the environmental habits of 36,000 consumers in 25 countries.
Readers' comments (1)
Eric Austin | Tue, 12 Oct 2010 11:52 am
Interesting article and although it may be disappointing to note that one-in-five Brits believe that climate change is not a serious issue, this does of course mean that four-in-five are more eco minded.
There is also some correlation with the recently published Sustainability Tracker – sponsored by ONEPOST. This industry study shows that nearly nine out of ten consumers proactively recycle (up 3.5 per cent since Dec 09). So maybe things are improving.
Equally true is the underlying thought (backed by evidence) that consumers would like to live more eco-friendly lifestyles, but these economically depressed times have affected their priorities.
As your report indicates, this will be a long haul campaign and treating consumers as individuals is a key component in getting messages through.
In this regard it is interesting to note (from the ONEPOST Sustainability Tracker) that well targeted direct mail campaigns are still well received with 32% stating this is their preferred method of communication where there is an existing relationship with a company.
Unsuitable or offensive? Report this comment