March 2005

Harnessing Public Attitudes To Environmental Responsibility

Which environmental improvements are people most likely to make as individuals that could be harnessed in your business?

Considering evidence from Defra surveys of public attitudes to environmental responsibility, we can learn which environmental improvements within business are likely to be most in line with the current environmental knowledge, concerns and actions of individuals.

Environmental Knowledge

The vast majority of the public has heard of climate change, global warming or the greenhouse effect. Most recognise the destruction of forests and that emissions of carbon dioxide, emissions from transport and from power stations contribute to climate change.

A third have heard the term "sustainable development".

The most popular medium for people to obtain environmental information is television followed by newspapers. 12% receive environmental information via the internet.

Environmental Concerns

Prompted by a set of twenty environmental issues, people are very worried about:

Too much waste (69%)
Disposal of hazardous waste (66%)
Global warming (59%)
Pollution in rivers (55%) and in bathing waters and beaches (52%)
Traffic exhaust fumes (52%)

Fewer respondents are very worried about more global issues such as ozone layer depletion (49%), tropical forest destruction (48%), climate change (46%), acid rain (34%), rising sea levels (19%) and biodiversity (14%).

Only 5% say they do not have any concerns. However, when surveyed, people sometimes give what they feel is a socially acceptable response.

Approximately 70% are "very" or "quite" concerned about the environmental impacts of the products they purchase.

Environmental Actions

A third of people currently purchase goods on environmental grounds and a further 22% claim they would. This proportion has been rising, although the environmental impact of a product is of lower importance to consumers than cost, brand, previous experience, appearance, convenience and recommendations.

40% say that the environmental responsibility of a retailer is "very important" to them, and a further 39% "quite important" to them.

64% of people say that they attempt to reduce the amount of waste they generate by

Recycling (49%)
Re-use (8%)
Buy products with less packaging/disposability of packaging (8%)
Composting (6%)
Purchase only what's needed (2%)
Separate rubbish into groups i.e. paper, glass etc. (2%)

The waste management method most favoured by three quarters of people is recycling, although in reality this option may not be feasible as not all waste is recyclable.

Incineration (14%), composting (13%) and landfill (6%) are less preferable.

42% people say they cut down on their household's use of electricity and gas on a regular basis and 29% on their water. About two fifths say that, on a regular basis, they deliberately use public transport, walk or cycle instead of using a car or they cut down their use of a car for short journeys. However, the reasons given for doing this were more likely to be economic or to get more exercise, than for the benefit of the environment.

Conclusions for Business

People appreciate environmental impacts, both global and local. They are concerned mainly about waste, global warming and pollution.

Most are concerned about the environmental impacts of the products they purchase, although other factors often take precedence. However with a third of people currently purchasing goods on environmental grounds and a further 22% claiming they would, environmental marketing can offer a competitive advantage. The other side of this is that environmental performance may become expected and any perceived shortfall present a business risk.

If 40% of people say that the environmental responsibility of a retailer is "very important" to them, and a further 39% "quite important" to them, what might they think of your business, either as customers or employees?

Recycling is one of the environmental actions that commands widespread public support, probably because it is one of the instances where individual action can be seen to make a difference.

Recycling is not the only way to address the major concern with too much waste. Re-use and buying products with less packaging or better disposability of packaging are also options.

Waste and energy management, if not fully implemented in your business, appear likely to get widespread support, if introduced in the right way.

If you are would like to improve your waste and energy management to enable people to make a difference to your business objectives contact Aneeta Patel on 024 7632 3260.

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