2Sustain

A few days ago, I posed the question: Are consumers ready to be directly integrated into sustainability initiatives? Now this week, there’s a new survey report from EcoAlign that suggests the answer to that question is, “Not quite yet.”

EcoAlign, a strategic marketing agency focused on energy and the environment, conducts bi-monthly surveys of consumer values, drivers, and behavior regarding energy and environmental needs. This past October, the firm interviewed 1,000 American consumers online and asked them questions focused specifically on their opinions about climate change. The results were released earlier this month in the “EcoPinion Survey Report –Climate Change and Consumers: The Challenge Ahead.”

It’s a fascinating report. Results are broken down by age, by gender, by income, by demographics, and even by political party affiliation. In the end, EcoAlign offers a detailed snapshot of current consumer attitudes regarding climate change and how it should be managed.  Here are a few highlights:

Points of consensus:

•    45% of those polled associated “climate change” with “global warming” or the “environment.” Another 32% associated “climate change” with “weather” or “temperature.” This is good news, indicating that consumers are aware of climate change and generally agree on its meaning.

•    50% of survey respondents said reducing climate change was “extremely important” or “very important.” Another 22% said it was “important.”

•    46% of those polled agreed that individuals have the primary responsibility to reduce climate change, although only 15% felt “very confident” that they could make an impact through their own actions and purchasing decisions. More that half (53%) indicated that they were only “somewhat confident” or “not confident” in their personal ability to reduce climate change.

•    45% of respondents said they either strongly agree (14%) or agree (31%) that the nation can afford the costs to manage climate change.

•    61% agree that the best way to pay for managing climate change is to assess “higher penalties on companies that contribute to climate change.” Interestingly, the next top response –“higher fees on products or services that contribute to climate change”—weighed in with a only 16%.

Points of divergence:

•    Survey respondents differed on how specifically to tackle climate change based on income, demographics, and party affiliation. For instance, 53% of Democrats, and only 37% of Republicans, “agreed” or “strongly agreed” that the nation can afford the costs to manage climate change. 

•    When asked what price increase in utility bills is required to manage climate change, 32% said “nothing.” Another 44% indicated that the price increase required would be less than 10%.

•    32% of those polled said that additional tax revenue connected to climate change should be devoted to R&D of alternative and renewable energy. The second most popular response was “New utility programs to be used by customers for energy efficiency and renewable energy” (19%), followed by “subsidies and tax credits to help people buy renewable and/or energy efficient equipment for their homes” (18%).

•    40% of respondents indicated that government is in the best position to use and administer funds to reduce climate change. However, acceptance of the role of government depended on political affiliation and was “the source of significant statistical variations,” according to the survey report.

•    Respondents differed on specifics about the definition of climate change.

Looking at how the results broke down by political affiliation, it’s clear that climate change has been highly politicized. Democrats were the group most worried about climate change. Republican respondents were more likely to indicate that they have no feelings on the matter.

The report also found that compared to men, women are generally more worried, more confused, and less hopeful about climate change.

Be sure to download the full EcoAlign report (registration required), so you can check out all the details. Sure, it’s a little disheartening to see more evidence of the so-called “green gap” between our understanding of climate change and our willingness to accept personal responsibility for reducing its impact. But, on the other hand, this is data that we all need to digest. After all, reports like this can point us toward strategies to close that gap, so that consumers, government, and business can find ways to work together for a more sustainable future.