better business better world
Post on 17-Aug-2015
39 Views
Preview:
TRANSCRIPT
BETTER
BUSINESS
BETTER WORLD2013
NEW ZEALANDERS’ ATTITUDES AND BEHAVIOURS TOWARDS SUSTAINABILITY
© Colmar Brunton 2013 I 2
Background / Methodology/ field work period
© Colmar Brunton 2013 I 3
A FEW BRANDS ARE RESONATING IN PEOPLES MINDS AS ‘SUSTAINABLE’
TOP OF MIND SUSTAINABLE BRANDS
Others ‘don’t know’ are uncertain, or are scrutinising more carefully
Organic, free range, NZ home grown
© Colmar Brunton 2013 I 4 © Colmar Brunton 2013 4
WA
TC
HF
UT
UR
E
BIG IS
SUES FOR
SUSTAINABILITY
WASTE
AIR
WATER
SEA
FOOD
CLEAN AND GREEN ENVIRONMENT
RecyclingPlastic bagsPollutionNappies
CLIMATE CHANGE
Public transport
ENERGY
Renewable energyNuclear-freeCheaper solar
SAFE FOOD
OrganicCare-freeQualityNZ-made
FAIR SOCIETY
PovertyAffordable health/housingAffordable healthy foodGroup between rich and poor
EDUCATION
KnowledgeAwarenessMedia – less xxx/consumption
TRUTHFULNESS
Honesty
Transforming
LONG TERM VISION
Leadership population
SELF RELIANCE
Import replacement Buy local NZ-madeProtection from overseas innovation/trade partnersRetain national assets
PRODUCTION
BiosecirtyBeesClean up dairyingReduce fertiliser useDiversificationDeforestationProtect fisheries
Don’t fool consumers
© Colmar Brunton 2013 I 5
KEY THEMES
Sustainability continues to become more mainstreamed….not just a niche proposition
More people are entering into the sustainability space More of us are willing to pay a bit more, and to continue spending on sustainable goods
What we are eating and drinking provides interesting insights for the future
- More of us have tried organic and fair trade products, and consider sustainabilty
Sustainability is considered key for our future success-A common view is that future success for New Zealand means living
up to our clean green image- There is strong appeal for the 100% Pure NZ image as an aspiration
but also debate on how to use resources and move towards that vision
As expectations become greater - the window for brand differentiation as ‘progressive and innovative’ through the sustainability halo, are narrowing
But there are clear consumer needs and expectations for businesses to help by what they do, and how they communicate their message
© Colmar Brunton 2013 I 6
SOME DIFFERENCES BY LIFESTYLE
Sustainability is a concern across all ages
However there are some different priorities for some groups
SINKS DINKS YOUNG FAMILIE
S
OLDER FAMILIE
S
EMPTY NESTER
S
DRAFT ONLY – CREATIVE
WORK NOT DONE
TYPOLOGIES ? OR SOME CROSS ANALYSIS of GREENNESS ?
© Colmar Brunton 2013 I 7
WHAT ARE BIG ISSUES FOR PEOPLE
Violence in society 69%
Increasing cost of living 65%Not having access to good,
affordable healthcare 57%
Pollution of lakes and seas 53%
Crime levels 52%
Lack of affordable housing 52%
Mistreatment of animals 51%
Protection an management of conservation land and waters that
are special to NZ49%
Protection and management of animals and plants that are native
to New Zealand48%
The impact of processed foods on our health 47%
Unsustainable use of natural resources in New Zealand 47%
Job insecurity 45%
Cost of education/study 45%
Keeping New Zealand litter and graffiti free 43%
Making agriculture more sustainable to live up to the
country’s clean-green reputation41%
Ensuring New Zealand’s independence is maintained in
trade deals and other agreements signed with overseas governments
41%
Obesity and the impact on people's health 41%
The economic recession 40%
Build up of waste in landfill 38%Stability of the global financial
system 38%
Nuclear power/Nuclear weapons 37%Privatisation of some government
services 36%The impact of climate change on
New Zealand 34%
Lack of country of origin labelling 27%
ABOVE 50%
50%-40%
UNDER 40%
© Colmar Brunton 2013 I 8
BUT THERE IS STILL A GAP BETWEEN ‘LOCAL AND ‘GLOBAL’ CONCERNS
CLIMATE CHANGE IS THE BIGGEST SINGLE PROBLEM FACING THE WORLD TODAY
18% 34%MOSTLY AGREE SOMEWHAT AGREE
CLIMATE CHANGE
© Colmar Brunton 2013 I 9
SUSTAINABILITY
…… AND MORE OF THEM
DO CONSUMERS CARE?
YES
© Colmar Brunton 2013 I 10
PEOPLE WANT TO KNOW INFORMATION TO MAKE THEIR OWN DECISIONS
PEOPLE WANT TO KNOW INFORMATION TO MAKE THEIR
OWN DECISIONS
CONSUMERS FEEL THEY CAN MAKE A REAL DIFFERENCE
WHAT I DO TO BE SUSTAINABLY AS A PERSONAL AND LOCAL LEVEL DOES MAKE A REAL DIFFERENCE TO THE QUALITY OF
LIFE FOR FUTURE GENERATIONS
46% 46% 30% 50%MOSTLY AGREE SOMEWHAT AGREE MOSTLY AGREE SOMEWHAT AGREE
© Colmar Brunton 2013 I 11
BUT MANY DO NOT FEEL WELL INFORMED ….
(30% AMONGST
EMPTY NESTERS)
BUSINESS CAN STILL IMPROVE HOW INFORMATION IS SHARED
“I AM WELL INFORMED ABOUT SUSTAINABILITY ISSUES”
18% 53% 19% 56%MOSTLY AGREE SOMEWHAT AGREE MOSTLY AGREE SOMEWHAT AGREE
AND THE WAY BUSINESSES TALK IS
CONFUSING FOR MANY
© Colmar Brunton 2013 I 12
MORE THAN HALF OF US ARE WILLING TO PAY MORE…
to buy the best organic/suitable/ethical products
ONLY 7% AGREE THEY’RE WILLING TO PAY WHATEVER IT
COSTS
WILLING TO PAY ‘WHATEVER IT COSTS’ FOR THE BEST
ORGANIC/SUSTAINABLE/ETHICAL PRODUCTS
BUT MOST PEOPLE ARE WILLING TO PAY A BIT
MORE!!
REALITY IS THAT MOST PEOPLE ARE WILLING TO PAY A BIT MORE RATHER
THAN WHATEVER IT COSTS
43%
36% 7%MOSTLY AGREE SOMEWHAT AGREE
15% 46%MOSTLY AGREE SOMEWHAT AGREE
OLDER NESTERS MORE LIKELY TO
DISAGREE SOMEWHAT
© Colmar Brunton 2013 I 13
CONSUMERS ARE STULL AS COMMITTED TO BUYING ETHICAL AND SUSTAINABLY PRODUCED PRODUCTS & SERVICES AS BEFORE
WHAT DO PEOPLE PREDICT FOR THEIR FUTURE PURCHASE OF
SUSTAINABLE/ETHICAL PRODUCTS
I’M HAPPY TO PLAY MY PART AS LONG AS IT’S EASY/DOESN’T
COST ME MORE
STRONGER FOR YOUNG
FAMILIES: 43% MOSTLY AGREE
BUT AFFORDABILITY IS KEY
32% 44%MOSTLY AGREE SOMEWHAT AGREE
MORESAME
LESS 27%
71% 2%
76%
© Colmar Brunton 2013 I 14
ALLOW MOST OF
THE TIME
SOMETIMES
NEVER
MORE PEOPLE ARE “DIPPING IN” TO ORGANICS AND FAIRTRADE
ORGANICS FAIR TRADE
2011 2012
64%
2011 2012
56%
39% 27%
64% 71%
15%24%
3% 6% 7%7%
© Colmar Brunton 2013 I 15
THE CONSUMER PERSPECTIVE
© Colmar Brunton 2013 I 16
MORE PEOPLE ARE SEEING THE SUSTAINABLE OPTION FOR PRODUCTS AS EQUALLY EFFECTIVE
DISAGREE THEY ARE NOT SO
EFFECTIVE
19%
47%
MOSTLY DISAGREE
SOMEWHAT DISAGREE
© Colmar Brunton 2013 I 17
WHAT HAS AN IMPACT ON THE EVERYDAY BRANDS OR PRODUCTS YOU CHOOSE TO BUY?
The price/value for money 87%
The quality of the product/service 68%
If it’s a brand I know/trust 66%
Product taste/performance 66%
Whether it’s locally grown or produced
45%
How earth friendly the product is 27%
How earth friendly the packaging is 20%
Whether it’s organic 12%
None of these 1%
The price/value for money 40%
The quality of the product/service 20%
Product taste/performance 16%
If it’s a brand I know/trust 11%
Whether it’s locally grown or produced
7%
How earth friendly the product is 3%
Whether it’s organic 1%
How earth friendly the packaging is 1%
© Colmar Brunton 2013 I 18
WHAT OTHER FACTIONS ARE NEW ZEALANDERS LOOKING OUT FOR
HIGHEST INTEREST
SIGNIFICANT INTEREST
NICHE INTEREST
NZ/Locally made or produced 81%
100% natural ingredients 75%
The Heart Tick 74%
Cruelty free/SPCA endorsed 71%
Low sugar 68%
Free range 68%
Low Fat 66%
Spray free 59%
Palm oil free 50%
GM-Free/GE-Free 48%
Natural sweetener 47%
Certified Organic 38%
Aspartame-free 37%
Gluten Free 17%
Vegetarian/Vegetarian Society endorsed 12%
Soy Free 11%
Meat Free 8%
Vegan 6%
© Colmar Brunton 2013 I 19
1 in 5 mostly disagree
1 IN 5 CONSIDER SUSTAINABLE PRODUCTS AS PERFORMING ON A PAR
“Sustainable products are
generally NOT as effective”
47% somewhat disagree
Check Historical data2011:
52% somewhat disagree
16% mostly disagree
ABOUT HALF OF NEW ZEALANDERS REMAIN IN SOME DOUBT THAT THE SUSTAINABLE OPTION REALLY IS AS EFFECTIVE
Not sure if this is just a note for yourselves?
© Colmar Brunton 2013 I 20
© Colmar Brunton 2013 I 21
WHICH SECTORS ARE MOST INFLUENCED
A LOT OF INFLUENCE
ENERGY/POWER COMPANIES
OIL/PETROL COMPANIES
LOCAL AND REGIONAL
GOVERNMENT
FOOD AND BEVERAGE
PRODUCERS
COSMETICS AND PERSONAL CARE MANUFACTURER
S
FOOD RETAILERS
FAST FOOD COMPANIES
HOME-CARE AND APPLIANCE
MANUFACTURERS
CAR MAKERS AIRLINES TECHNOLOGY AND COMMUNICATIONS
SUPPLIERS
BANKS INSURANCE COMPANIES
27% 22% 21% 21% 19% 19%
16% 15% 14% 13% 11% 11% 7%
© Colmar Brunton 2013 I 22
SUSTAINABLE BEHAVIOURS (WHAT ARE PEOPLE DOING?)
PUBLIC TRANSPORT
CYCLING/WALK
RECYCLING PAPER/PLASTICS
ENERGY EFFICIENT LIGHT BULBS/ APPLIANCES
BUY LOCAL PRODUCTS
GOOD USE OF PLASTIC BAGS AT SUPERMARKETS
8% Most of the time
48% Sometime
2011 2012 2013
12% Most of the time
64% Sometime
84% Most of the time
12% Sometime
54% Most of the time41% Sometime
35% Most of the time
60% Sometime
21% Most of the time
57% Sometime
© Colmar Brunton 2013 I 23
SUSTAINABLE BEHAVIOURS (WHAT ARE PEOPLE DOING?)
BUY FAIR TRADE PRODUCT
COMPOSTING
PAY CARBON OFFSET FOR FLIGHTS
BIG EGO FRIENDLY CLEANING PRODUCTS
USE RE-USEABLE WATER BOTTLE/COFFEE CUP
7% Most of the time
71% Sometime
2011 2012 2013
43% Most of the time
27% Sometime
3% Most of the time
13% Sometime
20% Most of the time
62% Sometime
59% Most of the time
33% SometimeNANA
© Colmar Brunton 2013 I 24
SUSTAINABLE BEHAVIOUR – WHAT ARE PEOPLE EATING?
EAT A VEGETARIAN MEAL AT LEAST ONCE A WEEK
MAINTAIN A PLANT-BASED VEGETARIAN
DIET
GROW SOME OF THEIR OWN FRUIT
AND VEGGIES
BUY ORGANIC FOODS
ALL OR MOSTLY
SOMETIMES
NEVER
*40% Never for DINKS
40%
35%
16%
78%
54%
20%
64%
27%*
24% 4% 24% 6%
© Colmar Brunton 2013 I 25
© Colmar Brunton 2013 I 26
In 2012 sustainability was announced with companies that are progressive, innovative and ahead of the game
Xxxx there is a mainstreaming of sustainability and as expectation for an xxx to be active
The innovation had derived from sustainability is strong but is reducing as a unique point of
difference as sustainability becomes mainstreamed
52% mostly/somewhat disagreevs.
previous years
The ‘window’ may be narrower for sustainability to be leveraged as a unique xxxxxxxxxxxx to signal a innovative leader
DRAFT ONLY – CREATIVE
WORK NOT DONE
© Colmar Brunton 2013 I 27
ATTRACTING EMPLOYEES
SUSTAINABILITY IS A KEY FACTOR FOR ATTRACTING THE
PEOPLE YOU WANT – IN A COMPETITIVE EMPLOYMENT
MARKET
But more and more people want to work for companies with social and
environmental sustainability in mindvs
.previous years
MORE AND MORE NZ’ERS WANT TO WORK FOR COMPANIES THAT “GET” SUSTAINABILITY
19% 51%MOSTLY AGREE SOMEWHAT AGREE
GO GREE
N
© Colmar Brunton 2013 I 28
NZ’ERS HAVE A SENSE OF RESPONSIBILITY WHICH CAN BE HELPED OR HINDERED BY WHAT COMPANIES DO
GREENWASH
HONESTYTRUST IN RETAILERS
MAKING IT AFFORDABLE
19% 51%MOSTLY AGREE
SOMEWHAT AGREE
34% 39%MOSTLY AGREE
SOMEWHAT AGREE
40% 41%MOSTLY AGREE
SOMEWHAT AGREE
I get annoyed when products try to pass themselves off as greener than they really are
I trust that the products I buy at the supermarket are free of harmful ingredients and safe for me and my family to use
The earth friendly or chemical-free option for products I use is often too expensive
© Colmar Brunton 2013 I 29
WHAT CONSUMERS CONSIDER BUSINESSES COULD DO BETTER
REWARDINGCUSTOMERSWho chose this sustainable option as discounts/benefits
DEVELOP NOWProducts & services that are better for the environment
EDUCATIONEducate consumers about
sustainability and how they can become involved
Using company resources to support a non-profit sustainability issue
Making charitable donations to support a
non-profit sustainability issue
EDUCATIONEducate employees about how to be more
sustainable and how they can become involved
69%
65%
=52%
47%
44% 39%
RE
WA
RD
S
CU
ST
OM
ER
INN
OV
AT
ION
CH
AN
GE
/E
DU
CA
TIO
NS
UP
PO
RT
CHANGING THE WAY
THEY OPERATE
DRAFT ONLY – CREATIVE
WORK NOT DONE
© Colmar Brunton 2013 I 30
SPONTANEOUS IMPRESSIONS OF BRANDS
DRAFT ONLY – CREATIVE
WORK NOT DONE
© Colmar Brunton 2013 I 31
PERSPECTIVES ON BRAND NEW ZEALAND AND THE FUTURE
© Colmar Brunton 2013 I 32
PEOPLE ARE AWARE OF THE “GENERATION DEBT”
PREVIOUS GENERATIONS
HAVEN'T DONE ENOUGH AND ITS UP
TO US?
THEY CARE ABOUT THE FUTURE AND WHETHER WE’RE DOING ENOUGH FOR HEALTHY
AND SAFE FUTURES
PEOPLE FELT IT IS MORE IMPORTANT TO MAINTAIN
STRICT XXXX STANDARDS THAN OPEN UP FREE TRADE
29% 46%MOSTLY AGREE SOMEWHAT AGREE
36% 47%MOSTLY AGREE SOMEWHAT AGREE
44% 45%MOSTLY AGREE SOMEWHAT AGREE
© Colmar Brunton 2013 I 33
EVEN THOUGH IT MAY NOT BE TRUE; THERE IS A COMMON THEME THAT FUTURE SUCCESS FOR NEW ZEALAND WILL BE WALKING THE TALK LIVING
UP TO THE VISION
NEW ZEALAND MAY NOT BE 100% PURE BUT IT’S A WORTHWHILE VISION TO ASPIRE TO
58% 34%MOSTLY AGREE SOMEWHAT AGREE
© Colmar Brunton 2013 I 34
THE DEBATE CONTINUES ABOUT HOW TO MANAGE NEW ZEALAND’S RESOURCES
FRACKING
FRONTERRA xxxxxxxxxx
MUTANT COWS DIE
DOC MINING
NZ FISHERIES
PRE HAWKES BAY
DEEP OCEAN
DRILLING
DRAFT ONLY – CREATIVE
WORK NOT DONE
© Colmar Brunton 2013 I 35
THE DEBATE CONTINUES…
TRACKING FOR OIL IN NZ
DEEP SEA OIL & GAS DRILLING
MINING ON DOC LAND
EXTENDING MARINE RESERVES
RESPOND GE-FREE ZONES
OCEAN – FLOOR DRAG NET FISHING
27%
24%
20%
9%
24%
16%
SUPPORTOPPOSEDON’T KNOW
18%
38%
29%
84%
60%
6%
55%
38%
51%
7%
15%
78%
© Colmar Brunton 2013 I 36
THE DEBATE – WHO IS MORE IN SUPPORT/OPPOSTITION
DINKS
ARE MORE LIKELY TO SUPPORT
FRACKING
DEEP SEA OIL & GAS
DRILLING
MINING ON DOC LAND
MINING ON DOC CLAIMS
DEEP SEA OIL/GAS DRILLING
25%
52%
39%
DRAFT ONLY – CREATIVE
WORK NOT DONE
EMPTY NESTERS
ARE MORE LIKELY TO OPPOSE
61%
46%
© Colmar Brunton 2013 I 37
NEW ZEALAND FOOD AND BEVERAGES
ARE CONSIDERATIONS THAT MAKE FOOD AND BEVERAGE PRIME ‘SUSTAINABILITY’ -
TERRITORY
© Colmar Brunton 2013 I 38
HOW PEOPLE VIEW FACTORS IMPORTANT TO NEW ZEALAND SUSTAINABILITY
xxxxxxxxxxxxx
MOSTLY AGREE
SOMEWHAT AGREE
COUNTRY OF ORIGIN
MOSTLY AGREE
SOMEWHAT AGREE
GM-FREE AND ORGANIC
MOSTLY AGREE
SOMEWHAT AGREE
BRAND NEW ZEALAND MARKET
ADVANTAGE
MOSTLY AGREE
SOMEWHAT AGREE
CONSUMERS HAVE A RIGHT TO KNOW
WHERE A FOOD PRODUCT COMES
FROM XXXX THROUGH THE
LABEL SHOWING THE COUNTRY OF
ORIGIN
THE DAIRY FARMING INDUSTRY IS NOT
DOING ENOUGH TO REDUCE THEIR
IMPORT AN WATER QUALITY
IT’S IMPORTANT FOR NEW ZEALAND TO
GROW AND MARKET FOOD THAT’S
ORGANIC AND GE-FREE
NEW ZEALAND’S CLEAN GREEN IMAGE IS AN IMPORTANT MARKETING
ADVANTAGE FOR OUR FOOD
EXPORTS AND TOURISM
36% 80% 38% 64%
36% 16% 39% 31%
© Colmar Brunton 2013 I 39
© Colmar Brunton 2013 I 40
Appendices
About the data
For some questions in a 10 point scale the ‘agreement’ reported is top 2 boxes
Question with a 4 point scale The ‘agreement’ is reported on strongly agree and somewhat agree
Data splits includes DK
DRAFT ONLY – CREATIVE
WORK NOT DONE
© Colmar Brunton 2013 I 41
2Q4 Commitment to living a green lifestyle
120 point scale
DRAFT ONLY – CREATIVE
WORK NOT DONE
© Colmar Brunton 2013 I 42
Need to look at key themes by Q11
Typologies of people
DRAFT ONLY – CREATIVE
WORK NOT DONE
© Colmar Brunton 2013 I 43
WHO'S DRIVING THE “MAINSTREAMING” OF SUSTAINABILITY
LACK OF AFFORDABLE HOUSING
PROTECTING OF CONSERVATION LAND,
WATER SPECIAL FOR NZ
“PAY WHATEVER COSTS” FOR SUSTAINABLE AND
ETHICAL OPTION
IMPACT OF PROCESSED FOOD
40%
47%
2011
2013
IMPACT OF CLIMATE CHANGE
29% 2011
34%2013
UNSUSTAINABLE USE OF NATURAL
RESOURCES
47%2013
37% 2011
40%
52%
2011
2013
41% 2011
49%2013 43%2013
36% 2011
DINKS 36 48OLDER FAMILIES 38 55
EMPTY NESTERS 22 36 DINKS 27 58
DINKS 42 56EMPTY NESTERS 33 48+ OVER HALF OF YOUNG FAMIKLIES 45 53
SINKS 38 53EMPTY NESTERS 38 55
OLDER FAMILIES 28 38EMPTY NESTERS 39 51
*NB SOME BASES HERE ARE LESS THAN 50
© Colmar Brunton 2013 I 44
WHO'S DRIVING THE “MAINSTREAMING” OF SUSTAINABILITY
SUSTAINABLE PRODUCTS ARE GENERALLY NOT AS
EFFECTIVE
IMPORTANT TO WORK FOR A COMPANY THAT IS
ENVIRONMENTAL/SOCIAL RESPONSIBLE
DAIRY FARMING NOT DOING ENOUGH
67%
72%
2011
2013
IMPORTANT TO GROW & MARKET NZ FOOD AS
ORGANIC/GM FREE
73% 2011
77%2013
32%
34%
2011
2013
64% 2011
70%2013
EMPTY NESTERS 62 81SINKS 61 75
EMPTY NESTERS 68 76OLDER FAMILIES =80
DINKS 42 56EMPTY NESTERS 33 48+ OVER HALF OF YOUNG FAMIKLIES 45 53
*NB SOME BASES HERE ARE LESS THAN 50
NO REAL CHANGE
SINKS 67 76DINKS 62 71EMPTY NESTERS 65 75
YOUNG FAMILIES 68 68OLDER FAMILIES 64 62
OTHERSNOT
CHANGED
MO
ST
LY
/SO
ME
WH
AT
AG
RE
E
© Colmar Brunton 2013 I 45
WHO’S SHIFTING THE MOST?
DINKS
EMPTY NESTERS
CONCERNS ATTITUDES/BEHAVIOUR
IMPACT OF PROCESSED FOOD
36% 48%
UNSUSTAINABLE USE OF NATURAL RESOURCES 27% 58%
LACK OF AFFORDABLE HOUSING
42% 56%
IMPACT OF CLIMATE CHANGE
22% 36%
LACK OF AFFORDABLE HOUSING
33% 48%
PROTECTING OF DOC LAND/WATER
48% 60%
IMPORTANT TO WORK FOR A SUSTAINABLE/ETHICAL COMPANY
67% 76%
PAY WHATEVER IT COSTS FOR SUSTAINABLE OPTIONS
39% 51%
© Colmar Brunton 2013 I 46
GENERATION Y - MAINSTREAMING
Gen Y 2011 2013Q1_5 Pollution of lakes and seas 44% 54% +10Q1_6 Keeping New Zealand litter and graffiti free 30% 38% +8Q1_7 The impact of processed foods on our health 31% 48% +17Q1_10 The impact of climate change on New Zealand 22% 30% +8Q1_14 Unsustainable use of natural resources in New Zealand 25% 46% +21Q1_15 Build up of waste in landfill 27% 37% +10Q1_20 Protection and management of animals and plants that are native to New Zealand 36% 50% +14Q1_21 Protection an management of conservation land and waters that are special to NZ 30% 43% +13
Gen Y increasingly showing concern for eco-concerns and the negative effects of processed foods
Show these “growing”.Possibly as some sort of form that grows
larger. Show the
2011
Total (Autobase) 1,004 188 462 310
Row % 100% 19% 46% 31%
Unweighted Numbers 1,006 229 426 281
Rewarding customers who choose sustainable options with discounts or special benefits
% 66% 55% 69% 68%
2013
Total (Autobase) 1,008 232 454 239
Row % 100% 23% 45% 24%
Unweighted Numbers 1,008 235 441 249
Rewarding customers who choose sustainable options with discounts or special benefits
% 69% 72% 70% 70%
Gen Y more receptive then ever to the “rewards” of buying sustainable products
© Colmar Brunton 2013 I 47
n= 229 228 235Buying Organic Foods
2011 2012 201350% 65% 67%
Buying Fair trade products2011 2012 201365% 75% 80%
Buying Eco-friendly cleaning products
2011 2012 201369% 75% 76%
Show these visually growing each year.Green highlighting showing significance against
2011.
Amount of Gen-Y who always or sometimes purchase organic foods, fair trade products and eco-friendly cleaning products increasingly growing
© Colmar Brunton 2013 I 48
NETT All/sometimes 2011 2012 2013
Total (Autobase) 2,993 996 995 1,002
Row % 100% 33% 33% 33%
Unweighted Numbers 2,992 996 995 1,001
2Q6b_6 Buy organic foods % 65% 59% 66% 71%
2Q6b_8 Buy Fair-trade products % 75% 69% 76% 79%
2Q6b_12 Buy eco-friendly cleaning products
% 80% 78% 81% 83%
From 2011 to 2013 we have a growth rate of 20% in purchase of organic foods, 14% in fair trade products and 6% in eco friendly products.
Growth rates driven:In organic foods largely by Gen Y (50% - 67%), Gen X (59%-74%), SINKS (46%-66%), Young Families (57%-74%) and Females (61%-75%)
In fair trade products largely driven by Gen Y (65%-80%), Sinks (64%-82%) and Females (72%-85%).
Eco-friendly cleaning products are driven by Gen Y (69%-76%).
Show the growth of purchase for these product types by year.
Significance against 2011.
BETTER
BUSINESS
BETTER WORLD2013
NEW ZEALANDERS’ ATTITUDES AND BEHAVIOURS TOWARDS SUSTAINABILITY
For further information please contact:
XxxxxxxxxxxxxxxxxxxxxxxxxxColmar Brunton, a Millward Brown
CompanyLevel 1, Colmar Brunton House, 6-10
The Strand, Takapuna, Auckland 0622
PO Box 3622, Auckland 0740Phone (09) 919 9200 | Fax (09) 919
9201www.colmarbrunton.co.nz
© Colmar Brunton 2013 I 50
Important InformationMarket Research Society of New Zealand [MRSNZ] Code of Practice
Colmar Brunton practitioners are members of the MRSNZ are obliged to comply with the MRSNZ Code of Practice. A copy of the Code is available from the Executive Secretary or the Complaints Officer of the Society.
ConfidentialityReports and other records relevant to a Market Research project and provided by the Researcher shall normally be for use solely by the Client and the Client’s consultants or advisers.
Research InformationArticle 25 of the MRSNZ Code states:
a. The research technique and methods used in a Marketing Research project do not become the property of the Client, who has no exclusive right to their use.
b. Marketing research proposals, discussion papers and quotations, unless these have been paid for by the client, remain the property of the Researcher.
c. They must not be disclosed by the Client to any third party, other than to a consultant working for a Client on that project. In particular, they must not be used by the Client to influence proposals or cost quotations from other researchers.
Publication of a Research ProjectArticle 31 of the MRSNZ Code states:Where a client publishes any of the findings of a research project the client has a responsibility to ensure these are not misleading. The Researcher must be consulted and agree in advance to the form and content for publication. Where this does not happen the Researcher is entitled to:
d. Refuse permission for their name to be quoted in connection with the published findingse. Publish the appropriate details of the projectf. Correct any misleading aspects of the published presentation of the findings
Electronic CopiesElectronic copies of reports, presentations, proposals and other documents must not be altered or amended if that document is still identified as a Colmar Brunton document. The authorised original of all electronic copies and hard copies derived from these are held to be that retained by Colmar Brunton.
top related