jacqueline ireland - better business better world 2013

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    NEW ZEALANDERS ATTITUDES AND BEHAVIOURS TOWARDS SUSTAINABILITY

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    Colmar Brunton 2013 I 2

    BETTER BUSINESS BETTER WORLD 2013

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    Colmar Brunton 2013 I 3

    SUSTAINABILITY

    AND MORE OF US !

    DO CONSUMERS CARE?

    YES

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    Colmar Brunton 2013 I 4

    FOR THE LAST COUPLE OF YEARS WE HAVE SEEN MANYSUSTAINABILITY ISSUES REMAIN FAIRLY STEADY

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    HELLO GEN Y!

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    THE CONSUMER PERSPECTIVE

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    THE GAP SEEMS TO BE CLOSING BETWEEN LOCAL AND GLOBAL CONCERNS

    HOW MUCH DO YOU AGREE THAT CLIMATE CHANGE IS THE BIGGEST SINGLEPROBLEM FACING THE WORLD TODAY?

    13% 18%MOSTLY AGREE MOSTLY AGREE

    C L I M AT E C H A N G E

    2012 2013

    SIGNIFICANTLY HIGHER IN 20Source: Colmar Bruntons Better Business ReportBase: Sample randomly selected to answer question; 2012 (n=498), 2013 (n=636)

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    GLOBAL SUSTAINABILITY ISSUES ARE BECOMING HARD TO IGNORE

    EXTREME

    WEATHER IS BECOMING

    MORE FREQUENT,YOU COULD EVEN CALL

    IT THE NEW NORMAL

    MARY ANN LUCILLE SERING, HEAD OF THEPHILIPPINE GOVERNMENT'S CLIMATE CHANGE COMM

    http://climate.gov.ph/http://climate.gov.ph/
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    THE MEDIA CONTINUE TO HIGHLIGHT ISSUES AROUND NEW ZEALANDSCLEAN GREEN IMAGE AND HOW TO MANAGE RESOURCES

    NBR 23, MAY 2013

    Smith gives nod foropen-cast coal mineon conservation land

    NZ Herald Mar 27, 2010

    Mining on DoC land putssides at loggerheads

    Stuff.co.nz 23 October 13

    Greenpeace'scaremongering'over deep sea oil,says Key

    ONE News October 23, 2013

    Drilling companies

    prepared for potentialoil blowout

    Stuff.co.nz 9/8/2013

    NZ's 100% Pure claimrubbished by UK press

    The Economist 6/8/13

    New Zealand food:Fonterra under fire

    Wall Street Journal 6/8/13

    New Zealand ProbesFonterra Over LatestTainted-Milk Scare

    NZ Herald 24/8/13

    Fishing changesraise fear of major

    consequences

    Fairfax NZ News 29/9/11

    Hector's dolphins oncourse for extinction

    www.scoop.co.nz Aug 14, 2013

    Otago Daily Times 22 July, 2013

    Adverse impacts ofmonorail stressed

    NZ Herald Nov 2, 2013

    Battlelines drawnover GM crops

    Fairfax NZ News 03/06/2011

    Hawke's Bay growerscall for GE-free zone

    New Evidence Callsfor PCE to BanFracking

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    OUR FOCUS IS EXPANDING

    ME WE ALL OF US

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    SOME BROADER SUSTAINABILITY ISSUES ARE BEINGFELT CLOSER TO HOME

    Violence in society 69%Increasing cost of living 65%

    Not having access to good, affordablehealthcare 57%

    Pollution of lakes and seas

    53%Crime levels 52%

    Lack of affordable housing 52%Mistreatment of animals 51%

    Protection and management ofconservation land and waters that are

    special to New Zealand49%

    Protection and management of animalsand plants that are native to New

    Zealand48%

    The impact of processed foods on ourhealth 47%

    Unsustainable use of natural resourcesin New Zealand 47%

    Job insecurity45%

    Cost of education/study 45%Keeping New Zealand litter and graffiti

    free 43%Making agriculture more sustainable to

    live up to the countrys clean -greenreputation

    41%

    Ensuring New Zealands independenceis maintained in trade deals and other

    agreements signed with overseasgovernments

    41%

    Obesity and the impact on people'shealth 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%

    +12%

    +8%

    +10%

    +8%

    - 7%

    HOW CONCERNED YOU AREABOUT THESE ISSUES ?

    -8%

    +7%+7%

    xx/ xx SIGNIFICANTLY HIGHER/LOWER THAN 2Source: Colmar Bruntons Better Business ReportBase: Sample randomly selected to answer statements; 2011 [Various (n=488 n=548)], 2013 [Various (n=432 n=488)]

    % CONCERNED ABOUT THESE ISSUES (RATING 8-10 OUT OF

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    Colmar Brunton 2013 I 14

    THERES NO QUESTION THAT CONSUMERS WANT TO DO THE RIGHT THING

    IM HAPPY TO PLAY MY PART AND DO THERIGHT THING AS LONG AS ITS EASY AND

    DOESNT COST ME ANY MORE

    32% 44%MOSTLY AGREE SOMEWHAT AGREE

    76%

    Source: Colmar Bruntons Better Business ReportBase: Sample randomly selected to answer question; 2013 (n=502)

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    Colmar Brunton 2013 I 15

    ALMOST 2 IN 3 ARE WILLING TO PAY A BIT MORE

    FEW WILL ACCEPT A

    SIGNIFICANT PREMIUM

    IM WILLING TO PAYWH TEVER IT COSTSTO GET THE BEST ORGANIC/SUSTAINABLE/

    ETHICAL PRODUCTS AVAILABLE

    BUT MOST OF US ARE WILLINGTO PAY A BIT MORE !

    I AM WILLING TO PAY BIT MORETO GET THE BESTORGANIC/SUSTAINABLE/ ETHICAL PRODUCTS

    AVAILABLE

    7% 36%MOSTLY AGREE SOMEWHAT AGREE

    15% 46%MOSTLY AGREE SOMEWHAT AGREE

    UP 3% VS. 2011

    Source: Colmar Bruntons Better Business ReportBase: 2011 (n=1002); 50% of sample randomly selected 2013 (n=502)

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    Colmar Brunton 2013 I 16

    SUSTAINABILITYS INFLUENCE ON CONSUMER PURCHASING IS ACCELERATING

    ENERGY/POWERCOMPANIES

    OIL/PETROLCOMPANIES

    LOCAL ANDREGIONAL

    GOVERNMENT

    FOOD AND BEVERAGEPRODUCERS

    COSMETICS ANDPERSONAL CARE

    MANUFACTURERS

    FOODRETAILERS

    FAST FOODCOMPANIES

    HOME-CAREAND APPLIANCE

    MANUFACTURERS

    CAR MAKERS AIRLINESTECHNOLOGY ANDCOMMUNICATIONS

    SUPPLIERS

    BANKS INSURANCECOMPANIES

    HOW MUCH INFLUENCE DO ISSUES OF SUSTAINABILITYHAVE ON WHO YOU CHOOSE TO BUY OR DEAL WITH?

    67% 65% 65%56% 56%

    63%52%

    73% 63% 62% 62% 65% 63%55%

    74% 69% 69% 64% 63% 62% 61%

    59%47% 50% 43%

    32% 27%

    65%54% 52% 54%

    38% 34%

    60% 57% 54% 52%45%

    39%

    SIGNIFICANTLY HIGHER THAN PREVIOUS Y

    2011 20132009

    Source: Colmar Bruntons Better Business ReportBase: Total sample; 2009 (n=2522), 2011 (n=1002), 2013 (n=1008)

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    Colmar Brunton 2013 I 19

    PEOPLE WANT THE INFORMATION TO MAKE THEIR OWN DECISIONS

    I WANT TO KNOW ALL THE FACTS ANDINFORMATION SO I CAN MAKE

    INTELLIGENT DECISIONS

    AND FEEL THEY CAN MAKE A REAL DIFFERENCE

    WHAT I DO TO BE SUSTAINABLE AT A PERSONAL ANDLOCAL LEVEL DOES MAKE A REAL DIFFERENCE TOTHE QUALITY OF LIFE FOR FUTURE GENERATIONS

    46% 46% 30% 50%MOSTLY AGREE SOMEWHAT AGREE MOSTLY AGREE SOMEWHAT AGREE

    Source: Colmar Bruntons Better Business ReportBase: 50% of sample randomly selected 2013 (n=502); Sample randomly selected to answer statement 2013 (n=645)

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    Colmar Brunton 2013 I 20

    BUT MANY STILL DO NOT FEEL THAT THEY ARE WELL INFORMED .

    I AM WELL INFORMED ABOUTSUSTAINABILITY ISSUES

    18% 53%MOSTLY AGREE SOMEWHAT AGREE

    UP 6% VS. 2011

    Source: Colmar Bruntons Better Business ReportBase: 50% of sample randomly selected 2013 (n=502)

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    Colmar Brunton 2013 I 21

    ARE PRIMESUSTAINABILITY

    TERRITORIES

    SUSTAINABILITY APPEALS TO NEW ZEALANDERS

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    Colmar Brunton 2013 I 22

    SUSTAINABILITY APPEALS TO NEW ZEALANDERS WHEN IT COMES TO CHOOSING OUR FOOD

    NZ/Locally made orproduced

    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%

    1

    2

    3

    4

    5

    6

    7

    8

    9

    10

    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%

    WHAT ELSE APPEALS

    Source: Colmar Bruntons Better Business Report Base: Total sample; 2013 (n=1008)

    TOP 10

    WHICH OF THE FOLLOWING WOULD MAKE A FOOD PRODUCT MORE APPEALING TO YOU?

    FROM 2011 TO 2013 THERE HAS