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1 Canada’s Place in a Sustainable World A Global Pollster’s View PRESENTED TO: Learning for a Sustainable Future Toronto June 4, 2009 PRESENTED BY: Doug.

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Presentation on theme: "1 Canada’s Place in a Sustainable World A Global Pollster’s View PRESENTED TO: Learning for a Sustainable Future Toronto June 4, 2009 PRESENTED BY: Doug."— Presentation transcript:

1 1 Canada’s Place in a Sustainable World A Global Pollster’s View PRESENTED TO: Learning for a Sustainable Future Toronto June 4, 2009 PRESENTED BY: Doug Miller, Chairman

2 Toronto London Washington San Francisco GlobeScan is a public opinion, consumer insight and stakeholder research consultancy with a major sustainability practice.

3 Institutional Governments of the UK, USA International Committee of the Red Cross International Finance Corporation International Trade Center UNDP UNICEF WBCSD WHO World Bank NGOs Amnesty International Fairtrade Labelling Organization Oxfam Save the Children Food and Beverage Brown-Forman Cadbury Kraft Foods McDonald’s Nestlé PepsiCo SABMiller The Coca-Cola Company Chemical & Life Sciences Abbott Dow Novartis Pfizer PhRMA Automotive GM Toyota Volkswagen Energy & Resource Anglo American Barrick BHP Billiton BP Chevron De Beers EDF ICMM Rio Tinto Shell StatoilHydro Petro Canada Consumer Products & Manufacturing Altria Clorox Kellogg Philips SC Johnson Tetra Pak REI Telecommunications & Technology Adobe BT Cisco Dell HP IBM Microsoft Nokia Siemens Vodafone Group Media BBC World Service Havas McGraw-Hill National Geographic Financial Services ANZ Bank Calvert Financial Ethical Funds IAG RBC Financial Scotia Bank TD Bank UBS Our Clients

4 Canadians have been and continue to be among the most environmentally- attuned citizens of the world; and Canada’s global image positions us well to prosper in a sustainable world. But we’ve done precious little with such talents over the last 20 years. While awareness of SD has grown from 1/5 Canadians in 1990 to 1/2 by 2006, the percentage both aware AND able to define it has only moved from 10% to 18% over almost 20 years. Environmental attitudes and values have been sustained rather than evolved (given lack of leadership). Canadian government climate policy has become a joke (or worse) on the international stage. Will we miss the current ‘opportunity of a life-time’ to prosper from the transition to a more sustainable world? Canadians and SD The Environmental Monitor: (22 yrs)

5 Q1t. And now I would like to know, in your opinion, what is the most important problem facing Canada today? [UNAIDED, FIRST MENTION ONLY] Is the current pattern similar to late 1980s? % 30% 2009 Prime Rate = <1% Unemployment = 8% Prime Rate = 13-15% Unemployment = 11-12%

6 We’ve never been here before – we’re off whatever maps we’ve been using to navigate our economic, political and geopolitical lives. The ‘Great Disruption’ (© Paul Guilding) is not only the deepest recession since the Great Depression, it has spawned consumer attitudes and actions unlike in any recession we’ve had. Rather than giving companies the benefit of the doubt in these hard times, people are being even more demanding and critical of their performance. While many consumers are reverting to low-cost shoppers, growing numbers of consumers are swelling the ranks of the ‘ethical / conscience consumer’ segment, making it material. Rather than environmental concerns imploding in the face of “It’s the economy, stupid,” citizens around the world see climate action as imperative and good for the economy. It’s a time for leadership, innovation and category-changing strategies. “The Great Disruption” Father Greed and Mother Earth giving ‘tough love’

7 Punished Companies Seen as Socially Irresponsible “Have Done,” Increases: 1999–2009

8 8 2009: Majority still see a win/win between environmental protection & healthy economy Companies that are ENVIRONMENTALLY sustainable are MORE PROFITABLE Clean-up and protection of the environment will contribute significantly to growth of economy We worry too much about the future of the environment & not enough about prices and jobs today Protecting the environment will INCREASE unemployment agree 15 disagree 55 disagree 17 disagree 64 disagree

9 9 2009: Strong support for investment in “clean” infrastructure as a win-win Total Approval (%)

10 Objective: To understand household product consumer segments in the US, in regard to their perspectives on environment and health, product loyalty, and media preferences. Understanding ‘Green Consumers’ Multi-national consumer products company

11 11 Presentation to Media 13 May 2009

12 12 Participating Countries

13 13 Greendex Structure 65 variables 60% choice; 40% circumstance Ranks average consumers, not total countries

14 14 Sub-Index Content: Housing Size of residence relative to number of inhabitants Home heating and cooling, including fuel source Hot water and water heating equipment Recent upgrades to residence that result in more efficient heating or cooling Consumption of renewable energy (both through the grid and generated onsite) Energy-efficient major appliances Water usage The Housing sub-index consists of 24 variables measuring the following:

15 15 Greendex: Overall Rankings Consumers in Each Country, 2008–2009 Note: The 2008 Overall Greendex scores have been recalibrated in a manner that has not affected the meaning of the overall results Greendex scores are up in all countries surveyed in both years, except Brazil.

16 It’s the new economy, stupid. (Win/win approaches like green stimulus, dematerialization) Supporting the ‘Sustainable Consumer’ (POP, assurance, labeling) Building an Action Plan for Sustainability, so we’re ‘ready for the phone call.’ This is it – the generational moment to mainstream sustainability. Advancing Sustainability Where are the educating moments?

17 Toronto London Washington San Francisco GlobeScan is a public opinion, consumer insight and stakeholder research consultancy with a major sustainability practice.

18 18 Sub-Index Content: Transportation Driving Ownership of motorized vehicles Size of vehicle driven Distance vehicle is driven Owning an ultra-low emissions vehicle (ULEV or hybrid) Air travel Use of public transit Taking trains Riding a bicycle Walking Location of residence relative to primary destination The Transportation sub-index consists of 17 variables measuring the following:


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