Jacqueline Ireland - Better Business Better World 2013
Transcript of Jacqueline Ireland - Better Business Better World 2013
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NEW ZEALANDERS ATTITUDES AND BEHAVIOURS TOWARDS SUSTAINABILITY
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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
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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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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
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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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
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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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
% AGREE THEY BUY SOMETIMES/ALL OR MOST OF THE TIME
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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%
SIGNIFICANTLY HIGHER THAN 2011
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)
% AGREE THEY BUY SOMETIMES/ALL OR MOST OF THE TIME
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
SIGNIFICANTLY HIGHER THAN 2009
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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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
Source: Colmar Bruntons Better Business ReportBase: Gen Y 2011 (n=209), Gen Y randomly selected to answer question 2013 (n=111)
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%
Source: Colmar Bruntons Better Business ReportBase: Gen Y 2011 (n=209), Gen Y randomly selected to answer question 2013 (n=124)
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
% MOSTLY/SOMEWHAT AGR
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
% MOSTLY/SOMEWHAT AGR
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 .
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1
SUSTAINABLE IS THE CHOICE OF A NEW GENERATION
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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
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+6%SINCE 2011
3
.
MORE INSIGHTS BUT FOR ANOTHER DAY
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Colmar Brunton 2013 I 50
PERSPECTIVES ON BRAND NEW ZEALAND AND THE FUTURE
MORE INSIGHTS, BUT FOR ANOTHER DAY.
THE GREAT DEBATE CONTINUES
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NEW ZEALANDERS ATTITUDES AND BEHAVIOURS TOWARDS SUSTAINABILITY
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NEW ZEALANDERS ATTITUDES AND BEHAVIOURS TOWARDS SUSTAINABILITY
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