0. Consumer Research Reports Summary
April 17th, 2013

1. Posted on Box.com
Cone Communications Green Gap Trend Tracker Re:Thinking Consumptionhttps://pac.box.com/s/8hm52qjnhgn12paand7r NBS Report on Social Change Stewardship Ontario – Consumer Attitudes on the Blue Box
Guardian’s Sustainable Business – Communicating Sustainability

3. Purpose:
Benchmark consumer attitudes and behaviours toward “green” products over a five-year period
Results from an online survey conducted in March 2013 from a sample of 1,068 adults, comprising 552 men and 516 women, 18 years of age and older.

4. Highlights: Honesty is critical when making environmental claims
A record-high 71% of Americans consider the environment when they shop, up from 66% in 2008
Action isn’t aligning with intent to be responsible when using and disposing products, however, consumers are showing an inclination to learn more
Consumer understanding of environmental messages remains obstacle. Consumer misunderstanding of “green” claims has remained flat at around 60 % since 2008
Honesty is critical when making environmental claims

5. Highlights (cont’d):
71% of consumers wish companies would do a better job helping them understand environmental terms. About half feel overwhelmed by environmental messages.
45% say they are most likely to use on-pack resources for information about how to properly use and dispose of environmental products

7. Purpose:
Goal of study is to uncover consumer motivations that drive their interest in living sustainable lives – and provide opportunities for companies to create products and services with beneficial economic, social and environmental impact
Based on results of an online survey conducted in September-October 2012 of among 6,224 respondents in six major international markets (Brazil, China, Germany, India, United Kingdom and United States)

8. Highlights:
Nearly two-thirds of respondents across six markets (65%) say they feel “a sense of responsibility to purchase products that are good for the environment and society”
Perceptions of price, performance and credibility are critical to driving sustainable consumption
Consumers want to share their ideas and feel part of the solution through collaboration and participation
Happiness dependant on balance of relationships, time and passions with income and material possessions

9. Highlights (cont’d):
Reveals four consumer segments on sustainability spectrum:
Highly committed Advocates (14%)
Style and social status-seeking Aspirationals (37%)
Price and performance-minded Practicals (34%)
Less engaged Indifferents (16%)
Aspirationals offer greatest opportunity as the largest consumer segment. They seek both sustainability and consumption
Dynamic between material possessions and social and environmental progress – opportunities for product innovation, transparent communication, social networking and consumer collaboration

11. Purpose:
Seeks to understand how can companies help change people’s behaviour in order to benefit society

12. Highlights:
Found three conditions are necessary for people to change their behaviour:
1. Motivation - People must have a reason to change.
2. Ability - They must have the skills, confidence and knowledge required to change.
3. Opportunity - They must have the resources, relationships and environmental conditions needed to change.
All three conditions must be met for people to change their behaviour.

15. Purpose:
Quantitative research to understand consumers’ attitudes towards environmental issues related to product packaging, and their usage and recycling of such packaging through Ontario’s Blue Box
Online quantitative 30 minute survey was conducted among 3,200 respondents from across Ontario in March 2011

16. Highlights:
Nearly nine in ten (89%) feel that the Blue Box Program is the main driver of their recycling habits, and for 75%, it is their primary environmental effort
Most people (83%) said that the introduction of the Blue Box impacted on how their households operate, and also had some impact on people’s purchasing behaviour
Two-thirds (66%) of people said their purchases are influenced by their perceptions of a company’s commitment to the environment; higher at 70% among younger generations

18. Purpose: Huge task of shifting consumer behaviours downstream
Costly, time-consuming lessons have been learned in public health that the sustainability community can learn from

19. Highlights:
People don’t need more information, they need practical tools - focus more on clear, actionable steps, combined with practical support to implement them
Behaviour change is a journey, not an event, e.g. tobacco control
Contexts drive behaviours, not attitudes. Effective and ethical behaviour change interventions take a holistic approach that influence at the social and structural levels, not just the individual.
Collaboration will drive innovation

20. Highlights (cont’d):
Work, money and family are important
Need an empowering approach that has positive depictions of a future built from behaviours we seek to bring about
Need for tailored strategies based on the particular needs of specific consumer segments

21. Summary of findings: Attitude/behaviour inconsistency problem remains
Honesty and credibility critical; transparency
Feel sense of environmental responsibility but need motivation and opportunity
Relationships and income come first; balance values of sustainability vs. consumption
Opportunities with consumer segments; need for innovative thinking and clear communication
Empowerment comes with positivity and collaboration

22. GROUP DISCUSSION

23. What does changing behaviour mean?
- Change from throw away to conservation society?
Recycling, re-use and repair?
Only purchasing environmentally better products?
- Buying less, using less?
What are the key interests of the committee members?
What information do we need?
How can our committee play a role?