jacqueline ireland - better business better world 2013

7/21/2019 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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SUSTAINABILITY

AND MORE OF US !

DO CONSUMERS CARE?

YES


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


5/48 Colmar Brunton 2013 I 5

HELLO GEN Y!



THE CONSUMER PERSPECTIVE



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)



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/



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



OUR FOCUS IS EXPANDING

ME WE ALL OF US



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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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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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



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

I AM WELL INFORMED ABOUTSUSTAINABILITY ISSUES


UP 6% VS. 2011

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


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ARE PRIMESUSTAINABILITY

TERRITORIES

SUSTAINABILITY APPEALS TO NEW ZEALANDERS


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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 BEEN GROWTH OF 19% IN THE NUMBER OF PEOPLE


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FROM 2011 TO 2013 THERE HAS BEEN GROWTH OF 19% IN THE NUMBER OF PEOPLEPURCHASING ORGANIC FOODS, AND 13% FOR PURCHASING FAIR TRADE PRODUCTS

59%70%

69%78%

93% 95%

BUY ORGANIC FOODS

BUY FAIR TRADE PRODUCTS

BUY LOCALLY PRODUCED ANDGROWN PRODUCTS RATHER

THAN IMPORTED ONES

2011 2013

In organic foods growth islargely driven by Gen Y (50% -67%), Gen X (59%-74%),SINKS (46%-66%), YoungFamilies (57%-74%) andFemales (61%-75%)

In fair trade products growthis largely driven by Gen Y(65%-80%), Sinks (64%-82%)and Females (72%-85%).

DRIVERS OF GROWTH:

Source: Colmar Bruntons Better Business ReportBase: 2011 (n=1006), 2013 (n=1008)

SIGNIFICANTLY HIGHER THAN 2011

% AGREE THEY BUY SOMETIMES/ALL OR MOST OF THE TIME

THIS IS BEING REFLECTED AT THE TILL BOTH AT HOME AND ABROAD


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THIS IS BEING REFLECTED AT THE TILL, BOTH AT HOME AND ABROAD

(UNIVERSITY OF OTAGO AND THEAGRIBUSINESS GROUP, MARCH 2013)

(FAIRTRADE, JUL 2012)

12%

24%25%

(FOOD NAVIGATOR-USA,17 SEPTEMBER 2013)

2011 2012 2013

THOUGH STILL SMALL NUMBERS PEOPLE ARE INCLUDING MORE
http://www.google.co.nz/url?sa=i&source=images&cd=&cad=rja&docid=DbffWI2jHulApM&tbnid=CM1r3D7YEbRNfM:&ved=0CAgQjRwwAA&url=http://www.nongmoproject.org/learn-more/understanding-our-seal/&ei=3zuJUsPRFsbA0QXhrYGICg&psig=AFQjCNGrW7_H2WI_iY7P5qMJ0KeewFYcBA&ust=1384811871516418http://www.google.co.nz/url?sa=i&source=images&cd=&cad=rja&docid=DbffWI2jHulApM&tbnid=CM1r3D7YEbRNfM:&ved=0CAgQjRwwAA&url=http://www.nongmoproject.org/learn-more/understanding-our-seal/&ei=3zuJUsPRFsbA0QXhrYGICg&psig=AFQjCNGrW7_H2WI_iY7P5qMJ0KeewFYcBA&ust=1384811871516418


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SUSTAINABLE OPTIONS IN WHAT THEY EAT

EAT A VEGETARIAN MEALAT LEAST ONCE A WEEK

MAINTAIN A PLANT-BASED VEGETARIAN DIET

GROW SOME OF THEIROWN FRUIT AND VEGGIES

ALL OR MOSTLY

SOMETIMES

NEVER

40%

35%

16%

78%

54%

20%

24% 4% 24%

UP 6% VS. 2012

Source: Colmar Bruntons Better Business ReportBase: Total Sample 2013 (n=1008)

HOW OFTEN DO YOU PERSONALLY DO THE FOLLOWING?


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BEYOND FOOD AND BEVERAGES..

SUSTAINABLE BEHAVIOURS WHAT ARE PEOPLE DOING?


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SUSTAINABLE BEHAVIOURS - WHAT ARE PEOPLE DOING?

TOP 5

RECYCLE OF PAPER,

PLASTICS, GLASSAND TINS

1 2 3 4 5

BE ENERGY EFFICIENT IN

YOUR HOME E.G. USE ECO-FRIENDLY LIGHT BULBS,

USING EFFICIENT APPLIANCES

BUY LOCALLY PRODUCED

AND GROWN PRODUCTSRATHER THAN IMPORTED

ONES

USE A REUSABLE WATER

BOTTLE OR COFFEE CUP

BUY ECO-FRIENDLY

CLEANING PRODUCTS

96% 95% 95% 93% 82%

NOT USE PLASTIC BAGS FROM SUPERMARKETS AND SHOPS

USE ALTERNATIVE TRANSPORT E.G.. CYCLING, WALKING

COMPOST FOOD AND ORGANIC WASTE

EAT A VEGETARIAN MEAL AT LEAST ONCE A WEEK

USE PUBLIC TRANSPORT

MAINTAIN A PLANT-BASED VEGETARIAN DIET (NO MEATOR FISH) OR VEGAN DIET (NO ANIMAL PRODUCTS)

PAY TO OFFSET THE CARBON-EMISSIONS OF YOUR FLIGHTS

79%

78%

78%

76%

71%

70%

63%

56%

20%

16%

GROWING YOUR OWN FRUIT AND/OR VEGETABLES

BUY FAIR-TRADE PRODUCTS

BUY ORGANIC FOODS

UP 5% VS. 2011

UP 4% VS. 2012



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A CLOSER LOOK AT GEN Y

GEN Y ARE MOVING INTO THE DRIVING SEAT


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GEN Y ARE MOVING INTO THE DRIVING SEAT

TYPICALLY THE EFFORTS OF MARKETERS FOCUS ON PEOPLE 18+ YEARS .

THERES GROWING INFLUENCE FROM A NEW GENERATION


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THERE S GROWING INFLUENCE FROM A NEW GENERATION

30-49

17%

7%

16%

28%

23%

9%

1%

16%of the populationis currently over

18 Gen Y.

Within 5 yearsthey will beapproximately

24% of themarket as Gen Y continue togrow older

AGE

(STATISTICS NZ, SEPTEMBER 2013PROJECTED POPULATION)

GEN Y ARE INCREASINGLY ECO-CONCERNED AND CONSIDER THE NEGATIVEEFFECTS OF PROCESSED FOODS


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53%

41%

46%

44%

36%

31%

25%

30%

30%

30%

27%

22%

68%

65%

62%

54%

50%

48%

46%

43%

41%

38%

37%

30%

+15

+24

+16

+10

+14

+17

+21

+13

+11

+8

+10

+8

INCREASING COST OF LIVING

VIOLENCE IN SOCIETY

LACK OF AFFORDABLE HOUSING

POLLUTION OF LAKES AND SEAS

PROTECTION AND MANAGEMENT OF ANIMALS ANDPLANTS THAT ARE NATIVE TO NZ

THE IMPACT OF PROCESSED FOODS ON OUR HEALTH

UNSUSTAINABLE USE OF NATURAL RESOURCE IN NZ

PROTECTION AN MANAGEMENT OF CONSERVATIONLAND AND WATERS THAT ARE SPECIAL TO NZ

THE ECONOMIC RECESSION

KEEPING NEW ZEALAND LITTER AND GRAFFITI FREE

BUILD UP OF WASTE IN LANDFILL

THE IMPACT OF CLIMATE CHANGE ON NZ

2011 2013 INCREASE

SIGNIFICANTLY HIGHER IN 20

HOW CONCERNED ARE YOU ABOUT THESE ISSUES?

Source: Colmar Bruntons Better Business ReportBase: Gen Y Sample randomly selected to answer statements; 2011 [Various (n=99 n=119)], 2013 [Various (n=96 n=112)]

EFFECTS OF PROCESSED FOODS

GEN Ys ATTITUDE SHIFT IS FLOWING THROUGHTO HAVE A SIGNIFICANT IMPACT ON THEIR PURCHASING


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TO HAVE A SIGNIFICANT IMPACT ON THEIR PURCHASING

50%67%

65%80%

69% 76%


2011 2013

BUY ORGANIC FOODS

BUY FAIR TRADE PRODUCTS

BUY ECO-FRIENDLY

CLEANING PRODUCTS

25%

40%

% AGREE / MOSTLYAGREE

WHILST THE OVERALL %

OF GEN Y WHO AGREETHAT IT IS IMPORTANT

FOR NZ TO GROWORGANIC AND GE FREEFOOD HAS STAYED THE

SAME. THE NUMBER OFTHOSE WHO STRONGLY

ADVOCATE FOR THIS HASGROWN.

It's important for New Zealand to grow and

market food that'sorganic and GE Free

2011

2013

Source: Colmar Bruntons Better Business ReportBase: Gen Y 2011 (n=229), 2013 (n=235); 50% of sample randomly selected to answer statement Gen Y 2011 (n=108), 2013 (n=157)


THE INFLUENCE OF SUSTAINABILITY ON GEN YsPRODUCT AND SERVICE CHOICES IS GROWING


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PRODUCT AND SERVICE CHOICES IS GROWING

ENERGY/POWERCOMPANIES

OIL/PETROLCOMPANIES

FOOD AND BEVERAGEPRODUCERS

COSMETICS ANDPERSONAL CARE

MANUFACTURERS

FOODRETAILERS

FAST FOODCOMPANIES

HOME-CAREAND APPLIANCE

MANUFACTURERS

TECHNOLOGY ANDCOMMUNICATIONS

SUPPLIERS

BANKS INSURANCECOMPANIES

68%58% 61% 59% 56% 54%

75% 69% 66% 64% 63% 63%

49% 45% 50% 42%34%

63% 58% 55%47%

36%

2009 2013

CAR MAKERS


Source: Colmar Bruntons Better Business ReportBase: Gen Y 2009 (n=196), 2013 (n=235)

HOW MUCH INFLUENCE DO ISSUES OF SUSTAINABILITY HAVE ON WHOYOU CHOOSE TO BUY OR DEAL WITH?

THEYRE NOT SO WORRIED ABOUT THE HEART TICKBUT TWICE AS LIKELY TO BE DRAWN TO VEGAN PRODUCTS


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BUT TWICE AS LIKELY TO BE DRAWN TO VEGAN PRODUCTS

WHAT MAKES A FOOD PRODUCT MORE APPEALING TO YOU?

GEN Y GEN X BABY BOOMERS

58% 63% 74%

68% 70% 83%

10%

5% 3%

Not surprisinglyLow Fat and theHeart Tick, are notas much of aconcern for Gen Yas the oldergenerations.

1/10 Gen Y statethat a foodproduct is moreappealing if it isvegan.

SIGNIFICANTLY HIGHER/LOWER vs. TOTALSource: Colmar Bruntons Better Business ReportBase: Total Sample 2013 (n=1008), Gen Y (n=235), Gen X (n=441), Baby Boomers (n=249)

LOWFAT

HEARTTICK

VEGAN

GEN Y ARE BECOMING MORE ELASTIC WHEN IT COMES TO SPENDING THEIR MONEY


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Colmar Brunton 2013 I 36SIGNIFICANTLY HIGHER/LOWER vs. 2

I'M HAPPY TO PLAY MY PART AND DO THERIGHT THING AS LONG AS IT'S EASY AND DOESN'T COST ME ANY MORE

I AM WILLING TO PAY WHATEVER IT COSTS TO GET THE BEST ORGANIC

/SUSTAINABLE/ ETHICAL PRODUCTS AVAILABLE

86% 76% 31% 38%2011 20132011 2013

COST IN THE BROADER SENSE IS LESS OF AN ISSUE, IN COMPARISON TOTWO YEARS AGO

SIGNIFICANTLY MORE GEN Y ARE WILLING TO PAY WHATEVER IT COSTSGET THE BEST ORGANIC, SUSTAINABLE AND ETHICALLY PRODUCEDPRODUCTS AVAILABLE

-10% +7%

Source: Colmar Bruntons Better Business ReportBase: Gen Y 2011 (n=209), Gen Y randomly selected to answer question 2013 (n=111)

% MOSTLY/SOMEWHAT AGREE

LIKE OTHER GENERATIONSGEN Y ARE HUNGRY FOR INFORMATION TO INFORM WHAT THEY DO


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GEN Y ARE HUNGRY FOR INFORMATION TO INFORM WHAT THEY DO

86% 94%

2011 2013

8%

IN 2013 SIGNIFICANTLY MORE OF GEN Y ARE INTERESTED IN HAVING ALL FACTS AND INFORMATION ABOUT THEENVIRONMENTAL AND SUSTAINABLE IMPLICATIONS OF THEIR PURCHASES AND ACTIONS


I WANT TO HAVE ALL THE FACTS AND INFORMATION SO I CAN MAKE INTELLIGENT DECISIONS ABOUT THE ENVIRONMENT AND SUSTAINABIL

% MOSTLY/SOMEWHAT AGR

GEN Y WANT TO WORK FOR ORGANISATIONS WHO SHARE THEIR VALUES


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GEN Y - THE UP AND COMING GENERATION OF EMPLOYEES - HAS BECOME INCREASINGLYINTERESTED IN CHOOSING TO WORK FOR SOCIALLY AND ENVIRONMENTALLY ETHICAL COMPANIES.

73%62%

2011 2013

11%


IT'S IMPORTANT FOR ME TO WORK FOR A COMPANY THAT IS SOCIALLY AND ENVIRONMENTALLY RESPONSIBLE, AND I WON'T WORK FOR ONE THAT ISN'T


WANT TO CONNECT WITH GENERATION Y?REWARDS ARE GOOD!


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REWARDS ARE GOOD!

GEN Y MORE RECEPTIVE THEN EVER TO THE REWARDS OF BUYING SUSTAINABLE PRODUCTS

55% 72%

SIGNIFICANTLY HIGHER/LOWER vs. 2Source: Colmar Bruntons Better Business ReportBase: Gen Y 2011 (n=229), 2013 (n=235)

WHICH OF THE FOLLOWING COULD A BUSINESS

DO TO IMPROVE YOUR PERCEPTION OF THEM?

REWARDING CUSTOMERS WHO

CHOOSE SUSTAINABLE OPTIONS WITH

DISCOUNTS OR SPECIAL BENEFITS


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RECOMMENDATIONS

THE WORLDS GREENEST BRANDS ACCORDING TO KIWIS..(BUT MANY JUST DONT KNOW)


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( U JUS O OW)

SOME PEOPLE MAKE GENERAL MENTIONS OF ORGANIC, FREE RANGE, NZ HOME GROWNOR ARE UNSURE AND WANT TO SCRUTINISE MORE CAREFULLY BEFORE THEY ANSWER

Source: Colmar Bruntons Better Business ReportBase: Total sample; 2010 (n=2523), 2011 (n=1002), 2012 (n=1004), 2013 (n=1008)

WHICH BRANDS WITHIN NZ AND AR OUND THE WORLD WOULD YOU SAY ARE LEADERS IN THE A REA OF SUSTAINABILITY

ONCE SEEN AS PROGRESSIVE, YOURE NOW BEHIND THE TIMES IF YOURENOT ON BOARD


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NOT ON BOARD

In previous years sustainabilitywas strongly associated withcompanies that are progressive,innovative and ahead of the game

The mainstreaming of sustainabilityand an expectation for all sectors tobe active means sustainability is no

longer considered just their domain

ONLY THE MOST INNOVATIVE AND PROGRESSIVEBUSINESSES TAKE SUSTAINABILITY SERIOUSLY

vs.

CONSUMERS EXPECT MOST COMPANIES TO HAVE WOKEN UP TO SUSTAINABILITY AND TO BE TAKING ITSERIOUSLY

52%60%AGREE 2013AGREE 2011

SIG. LESS vs. 2011

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

SIGNIFICANTLY HIGHER/LOWER vs. 2


EMBED SUSTAINABLE VALUES THROUGH YOUR BUSINESS,INCLUDING TO BOOST YOUR EMPLOYMENT BRAND


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IN A COMPETITIVE EMPLOYMENT MARKET SUSTAINABILITY IS AKEY FACTOR FOR ATTRACTING THE PEOPLE YOU WANT

ITS IMPORTANT FOR ME TO WORK FOR A COMPANYTHAT IS SOCIALLY AND ENVIRONMENTALLY

RESPONSIBLE, AND I WONT WORK FOR ONE THAN ISNT

agree in 2013(+10% in the last year)

70%

Source: Colmar Bruntons Better Business ReportBase: Total sample 2011 (n=1004); 50% of sample randomly selected 2013 (n=506)

SIGNIFICANTLY HIGHER/LOWER vs. 2% MOSTLY/SOMEWHAT AGR

KEEP YOUR CUSTOMERS INFORMEDBUT MAKE SURE ITS SIMPLE AND ENGAGING


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(30% AMONGSTEMPTY NESTERS)

BUSINESS CAN STILL IMPROVE HOW INFORMATION IS SHARED

I AM WELL INFORMED ABOUTSUSTAINABILITY ISSUES

18% 53% 19% 56%MOSTLY AGREE SOMEWHAT AGREE MOSTLY AGREE SOMEWHAT AGREE

THE WAY BUSINESSES TALK ABOUT SOCIAL ANDENVIRONMENTAL COMMITMENTS IS CONFUSING

Source: Colmar Bruntons Better Business ReportBase: 50% of sample randomly selected 2013 (n=502); 50% of sample randomly selected 2013 (n=506)

PEOPLE WANT MORE SUSTAINABLE CHOICES, AND TO FEEL RECOGNISED ANDREWARDED FOR DOING THE RIGHT THING


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REWARDING CUSTOMERSWHO CHOOSE THE SUSTAINABLE

OPTION WITH DISCOUNTS/BENEFITS

DEVELOP NEW IDEASPRODUCTS & SERVICES THAT AREBETTER FOR THE ENVIRONMENT

EDUCATIONEDUCATE CONSUMERS ABOUT

SUSTAINABILITY AND HOW THEY CAN BECOMEINVOLVED

USING COMPANY RESOURCES TOSUPPORT A NON-PROFIT

SUSTAINABILITY ISSUE

MAKING CHARITABLE DONATIONSTO SUPPORT A NON-PROFIT

SUSTAINABILITY ISSUE

EMPLOYEESEDUCATE EMPLOYEES ABOUT HOW TO BE MORE

SUSTAINABLE AND HOW THEY CAN BECOME INVOLVED

69%

CHANGINGTHE WAY THEY

OPERATE

65%

=52%

47%

44% 39%Source: Colmar Bruntons Better Business ReportBase: Total sample 2013 (n=1008)

WHICH OF THE FOLLOWING COULD A BUSINESS DO TO IMPROVE YOUR PERCEPTION OF THEM?

2013: THE TIPPING POINT


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SUSTAINABILITY IS BECOMING MAINSTREAM .


43/48


1

SUSTAINABLE IS THE CHOICE OF A NEW GENERATION


44/48


THEIR NEEDS, DESIRES AND PURCHASING POWER WILL SHAPE THE FUTURE, AND THESE AREINCREASINGLY DRIVEN BY SUSTAINABILITY CONCERNS

2

SUSTAINABILITY IS PARTICULARLY INFLUENCING WHAT WE CHOOSE TO EAT AND DRINK


45/48


+6%SINCE 2011

3

.

MORE INSIGHTS BUT FOR ANOTHER DAY


46/48


PERSPECTIVES ON BRAND NEW ZEALAND AND THE FUTURE

MORE INSIGHTS, BUT FOR ANOTHER DAY.

THE GREAT DEBATE CONTINUES


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For further information please contact :Jacqueline Ireland

Colmar Brunton, a Millward Brown CompanyLevel 1, Colmar Brunton House, 6-10 The

Strand, Takapuna, Auckland 0622PO Box 3622, Auckland 0740

Phone (09) 919 9200 | Fax (09) 919 9201www.colmarbrunton.co.nz

jacqueline ireland - better business better world 2013

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