Table of Contents
Future Opportunities
-
- Greenfluencers
- Green Technology
Executive Summary
-
- Being seen to be green
-
- Figure 1: How green people think they are, April 2011
- Environmental awareness
-
- Figure 2: Top three environmental concerns, by how green people think they are by, April 2011
- Money makes people take note
-
- Figure 3: Number of ways the recession has influenced people to be greener, April 2011
- Who’s the greenest of them all?
-
- Figure 4: People who describe themselves as not green at all or very green, by demographic analysis, April 2011
- What we think
Background Data
-
- Key points
- Trends in attitudes towards environmental issues
-
- Figure 5: Attitudes towards environmental issues, 2006-10
- Energy habits within the home
-
- Figure 6: Energy habits in the home, 2010
- Energy usage
-
- Figure 7: Trends in domestic annual consumption of energy and gas, by winter temperatures, 2000-10
- Figure 8: Trends in domestic consumption of energy and gas, 2008-10 (quarterly)
- Figure 9: Annual percentage changes in consumer price indices for electricity and gas, April 2009-March 2010
- Transport
-
- Figure 10: Form of transport used, 2006-10
- Is the environment at the forefront of people’s minds?
-
- Figure 11: Wildlife/conservation/environment charities as a proportion of all charities donated to, 2006-10
Shades of Green
-
- Key points
- Green people
-
- Figure 12: How green people think they are, April 2011
- Money motivates green habits
- The halo effect
Green Habits
-
- Key points
- Energy efficiency in the home
-
- Figure 13: Reasons for ownership or use of appliances or utilities, April 2011
- Women and couples are more energy-efficient
-
- Figure 14: Reasons for ownership or use of appliances or utilities, by marital status, April 2011
- Energy efficiency outlay deters lower-income households
-
- Figure 15: Environmental reasons for ownership or use of appliances/utilities, by household income, April 2011
- Shopping habits
-
- Figure 16: Reasons for shopping habits, April 2011
- Women are ‘greener’ grocery shoppers
-
- Figure 17: Environmental reasons for shopping habits, by gender, April 2011
- Women love a good bargain
- Lifestyle choices
- Energy savings motivate ‘greener’ lifestyles
-
- Figure 18: Reasons for selected green behaviours, April 2011
- ‘Green’ baby steps for men
- ‘Green’ because they can’t afford not to be
Environmental Concerns
-
- Key points
- News coverage drives environmental concerns
-
- Figure 19: Environmental concerns, April 2011
- Least green uninterested in major environmental issues
-
- Figure 20: Top three environmental concerns, by how green people think they are by, April 2011
- Women are bigger worriers
-
- Figure 21: Environmental concerns, by gender, April 2011
- Number of environmental concerns
-
- Figure 22: Number of environmental concerns, April 2011
The Impact of the Recession on Being Green
-
- Key points
- Waste not, want not
-
- Figure 23: Influence of the recession on being greener, April 2011
- Sustainable living
- The recession makes over two thirds of people greener
-
- Figure 24: Number of ways the recession has influenced people to be greener, April 2011
-
- Figure 25: Ways in which the recession has influenced green behaviour, by how green people think they are, April 2011
Attitudes Surrounding Being Green
-
- Key points
- ‘Green’ but only if the price is right
-
- Figure 26: Agreement with attitudes towards being green, April 2011
- Men dismiss concerns about the environment
-
- Figure 27: Agreement with attitudes towards being green, by gender, April 2011
- Need more information
- Greater awareness amongst the younger generation
- Energy savings are top of mind for older groups
- When price is not an issue
Green Typologies
-
- Key points
- Almost half of people believe they are greener than average
-
- Figure 28: Green typologies, April 2011
- Very Green
- Who are they?
- Marketing message
- Fairly Green
- Who are they?
- Marketing message
- Somewhat Green
- Who are they?
- Marketing message
- Not Very Green
- Who are they?
- Marketing message
- Not Green At All
- Who are they?
- Marketing message
Appendix – Shades of Green
-
-
- Figure 29: Environmental concerns, by how green people think they are by, April 2011
-
Appendix – Green Habits
-
-
- Figure 30: Environmental reasons for ownership or use of appliances or utilities, by demographics, April 2011
- Figure 31: Economic reasons for ownership or use of appliances or utilities, by demographics, April 2011
- Repertoire analysis
-
- Figure 32: Number of environmental reasons for ownership or use of appliances or utilities, April 2011
- Figure 33: Number of environmental reasons for ownership or use of appliances or utilities, by demographics, April 2011
-
- Figure 34: Environmental reasons for shopping habits, by demographics, April 2011
- Figure 35: Economic reasons for shopping habits, by demographics, April 2011
- Environmental repertoire analysis
-
- Figure 36: Number of environmental reasons for shopping habits, April 2011
- Figure 37: Number of environmental reasons for shopping habits, by demographics, April 2011
-
- Figure 38: Environmental reasons for selected green behaviours, by demographics, April 2011
- Figure 39: Environmental reasons for selected green behaviours, by demographics, April 2011
-
- Figure 40: Economic reasons for selected green behaviours, by demographics, April 2011
- Figure 41: Economic reasons for selected green behaviours, by demographics, April 2011
-
- Figure 42: Number of environmental reasons for selected green behaviours, April 2011
- Figure 43: Number of environmental reasons for selected green behaviours, by demographics, April 2011
-
Appendix – Environmental Concerns
-
-
- Figure 44: Environmental concerns, by demographics, April 2011
- Figure 45: Environmental concerns, by demographics, April 2011
- Repertoire analysis
-
- Figure 46: Repertoire of environmental concerns, by demographics, April 2011
- Figure 47: How green people think they are, by environmental concerns, April 2011
- Figure 48: How green people think they are, by environmental concerns, April 2011
-
- Figure 49: Environmental concerns, by repertoire of environment concerns, April 2011
- Figure 50: How green people think they are, by repertoire of environmental concerns, April 2011
-
Appendix – The Impact of the Recession on Being Green
-
-
- Figure 51: Influence of the recession on driving the car less or walking/ biking to work more, by demographics, April 2011
- Figure 52: Influence of the recession on using less energy at home or cutting down water waste, by demographics, April 2011
-
- Figure 53: Influence of the recession on wasting less food and only buying new clothes/products/gadgets when needed, by demographics, April 2011
- Figure 54: Influence of the recession on buying solar-powered/wind-up gadgets, by demographics, April 2011
- Repertoire analysis
-
- Figure 55: Number of ways the recession has influenced green behaviour, by how green people think they are, April 2011
- Figure 56: Number of ways in which the recession has influenced people’s behaviour, April 2011
-
- Figure 57: Number of ways the recession has influenced green behaviour, by how green people think they are, April 2011
-
Appendix – Attitudes Surrounding Being Green
-
-
- Figure 58: Agreement with statement ‘There is too much concern with the environment’, by demographics, April 2011
- Figure 59: Agreement with statement ‘I am prepared to make lifestyle compromises to benefit the environment’, by demographics, April 2011
-
- Figure 60: Agreement with statement ‘I take positive steps to reduce the energy I use’, by demographics, April 2011
- Figure 61: Agreement with statement ‘I am prepared to pay more for foods that don’t contain artificial additives’, by demographics, April 2011
-
- Figure 62: Agreement with statement ‘When possible, I only use natural or organic products’, by demographics, April 2011
- Figure 63: Agreement with statement ‘I always check the ingredient lists of products (eg food, toiletries) to make sure they don’t contain harmful chemicals’, by demographics, April 2011
-
- Figure 64: Agreement with statement ‘Lower price is more important to me than the fact that a product is organic or natural’, by demographics, April 2011
- Figure 65: Agreement with statement ‘I am suspicious of products that have words ‘organic’ or ‘natural’ on their label’, by demographics, April 2011
-
- Figure 66: Agreement with statement ‘I am confused by the types of products available these days (eg organic, fair trade, natural)’, by demographics, April 2011
- Figure 67: Agreement with statement ‘I think there should be more investment in ‘greener’ energy (eg wind or solar etc)’, by demographics, April 2011
-
- Figure 68: Agreement with statement ‘I make a point of finding out about the environmental policies/practices of companies whose products I buy’, by demographics, April 2011
- Figure 69: Agreement with statement ‘I am more concerned about the environment as a result of the recent natural disasters in New Zealand and Japan’, by demographics, April 2011
-
Appendix – Green Typologies
-
-
- Figure 70: Green typologies, by demographics, April 2011
- Figure 71: Green behaviours, by how green people think they are by, April 2011
-
- Figure 72: Environmental concerns, by how green people think they are by, April 2011
- Figure 73: Those who agree with selected statements on the impact of the recession on their green behaviour, by how green people think they are, April 2011
- Figure 74: Those who disagree with selected statements on the impact of the recession on their green behaviour, by how green people think they are, April 2011
-
- Figure 75: Agreement with attitudes towards being green, by how green people think they are, April 2011
- Figure 76: Disagreement with attitudes towards being green, by how green people think they are, April 2011
-
Back to top