Canadians And Their Governments Both Responsible For Fixing Environmental Problems

Toronto, ON - When trying to ascertain who is best to deal with the current challenges of the growing environmental problems of the world, the results of a new Ipsos Reid poll conducted on behalf of Sympatico / MSN find that almost all (91%) Canadians believe that `in order to help the environmental, individuals need to take an active role, and not rely on government to solve the problem'. However, somewhat contradictorily, three quarters (72%) of Canadians also believe that, `it is the responsibility of the government to fix the environmental problems. With solid majorities supporting both points of view, it is suggested that perhaps Canadians feel that both they and their governments are jointly responsible for fixing environmental problems.

Speaking about global charitable fundraisers and other events which raise awareness of environmental problems, most (84%) agree that these types of events, such as the Live Earth concerts scheduled for July 7, 2007, do in fact help to increase awareness in this regard. No doubt good news for the environmental cause, three in ten (29%) Canadians say that it is likely that they will support this particular cause by making a donation.

Canadians aren't just helping the environment by supporting the Live Earth concerts; In fact, when it comes to hybrid vehicles that might be good for the environment, many Canadians (41%) indicate they are likely purchase a hybrid car instead of a gas-only car. Similarly beneficial for the environment, when it comes to the sacrifices Canadians are willing to make to be environmentally friendly, nearly all Canadians are willing to use energy-saving light bulbs (90%) and energy-efficient appliances (89%), even though they might cost more than the non-environmentally friendly options.

With Canada Speaks, Sympatico / MSN is listening to its readers' opinions in order to continue providing them with the information they care most about. Canada's most popular online destination with more than 18.4 million visitors per month*, Sympatico.MSN.ca is the one online destination that provides the tools and information Canadian's need to connect with friends, family, and what's happening - in their community and around the world.

These are the findings of two Ipsos-Reid polls conduced from March 1st March 5th (questions KM1 to KM5), and June 1 to 3 (questions NP1 to NP2), 2007 via a regionally representative online Canadian sample of 1000 adult Canadians. The survey was conducted online. With a sample of this size, results for each wave are accurate with +/_3.1 percentage points, 19 times out of 20, of what they would have been had the entire Canadian adult population been polled. These data were weighted to ensure the sample's regional and age/sex composition reflects the actual Canadian population according to Census data.

Nine In Ten (91%) Agree `Individuals Need To Take An Active Role'...

When asked about the extent to which individuals need to take an active role in solving environmental problems, nine in ten (91%) either `strongly' (48%) or `somewhat agree' (43%) that it is the responsibility of the individuals to do so.

• Almost all (96%) Albertans agree with this statement, while slightly fewer (87%) Quebecers agree as well.
• Women (93%) are slightly more likely than men (89%) to agree that individuals need to take an active roll.
• Those without a high school diploma are the least likely of all Canadian demographic groupings studied to agree that individuals need to take an active roll, with 84% agreeing.

Three Quarters (72%) Think It's The `Responsibility Of The Government'...

Seemingly contradictory to the statements above, nearly three quarters (72%) of Canadians agree that, since governments are elected to lead their citizens it is therefore `the responsibility of the government to fix the environmental problems' of the world. This suggests that perhaps Canadians feel that both they themselves, along with their governments, should bear the responsibility of protecting the environment, and fixing the problems that currently exist.

• Eight in ten (78%) Atlantic Canadians agree with this sentiment, making them the most likely region in Canada to do so.
• Men (74%) are slightly more likely than women (70%) to agree.
• Middle aged Canadians, aged 35-54, who also happen to be the group of taxpayers who pay the most, are slightly more likely (74%) than older Canadians (72%) or younger Canadians (70%) to agree with this sentiment.

Large-Scale Events Help To Increase Awareness...

Canadians are agreed (84%) that large-scale events, such as the Live Earth concerts scheduled for July 7 of this summer, help to increase awareness of environmental problems like global warming.

• Women (88%) are more likely than men (79%) to agree that these types of events increase awareness of environmental problems.
• An overwhelming proportion (91%) of Atlantic Canadians agree that these types of event help to increase awareness of environmental problems.

While Vast Majority Believe Global Warming, Nearly One-Quarter (22%) Of Canadians Believe It's A Theory That Has Not Yet Been Proven...

While 8 in 10 (78%) Canadians indicate they believe that global warming is a proven fact, there remains a significant number of Canadians - nearly one-quarter (22%) - who believe that global warming is a theory that has not yet been proven.

• Belief that global warming is a theory that has not yet been proven is highest in Saskatchewan (34%) and oil-rich Alberta (28%).
• Belief that global warming is a proven fact is highest in British Columbia (84%) and Quйbec (84%).
• Those with less than a high school level of education are the most likely to indicate they believe that global warming is a theory that has not yet been proven (28%).

8 In 10 (79%) Also Think The Effects Of Global Warming Have Already Started...

Even though nearly one-quarter of Canadians indicate that they think global warming is a theory that has yet to be proven, 8 in 10 (79%) say that they think the effects of global warming have already begun to happen.

• Residents of British Columbia (83%) and Quйbec (81%) are the most likely to say that the effects of global warming have already begun to happen, while
• Residents of Saskatchewan/Manitoba (71%) are the least likely to say so.

Canadians Most Likely To Purchase Hybrid Cars Come From Most Unlikely Segments...

Four in ten (41%) Canadians say that when it comes to purchasing their next car, they will likely purchase a hybrid instead of a gas-only car, while 6 in 10 (59%) Canadians say they are unlikely to purchase a hybrid when it comes time to buy a new car.

And ironically, it's Canadians in the mid-western provinces which tend to have more oil (compared with their more urban, gridlocked and smog prone counterparts), younger Canadians and Canadians in lower income households who are the most likely to say they will purchase a hybrid vehicle, even though a hybrid car is more expensive than a gas-only car:

• Nearly half of Canadians in Saskatchewan/Manitoba (48%) and Alberta (46%) indicate they are likely to purchase a hybrid vehicle; contrarily, residents of British Columbia (40%), Ontario (40%) and Quйbec (37%) are the least likely say they will purchase a hybrid car.
• Younger Canadians are more likely than older Canadians to say they will likely purchase a hybrid car when it comes time to buy their next vehicle (50% of 18 to 34 year olds vs. 37% of Canadians age 35 and older).
• Canadians in lower income households are more likely to purchase a hybrid car (42% of Canadians whose annual household income is less than $60K).

And So, What Are Canadians Willing To Do? Most Say They'll Dial Up The Heat In Their Pocketbook...

• Residents of Alberta are the most likely to indicate they will use energy efficient appliances (98% in Alberta vs. 88% in the rest of Canada).
• Canadians age 55 and older are more likely than younger Canadians age 18 to 34 to buy and use energy efficient appliances (93% vs. 82%), buy environmentally friendly, chemical-free cleaning products (80% vs. 64%), avoid heavily packaged products (66% vs. 54%), and pay more for green power (29% vs. 23%).
• Residents of Alberta are more likely than all other Canadians to say they would use energy efficient appliances even if they would cost more (98% vs. 88% in the rest of Canada).
• And not surprisingly, Canadians with a higher annual household income (60K or more) are more likely than Canadians in lower income households (less than 30K) to indicate they would use energy efficient light bulbs (92% vs. 85%) and use energy efficient appliances (92% vs. 85%), and avoid heavily packaged products (63% vs. 53%).

For more Information on this news release, please contact:
John Wright
Senior Vice President
Ipsos Reid
Public Affairs
(416) 324-2902
[email protected]

About Ipsos Reid
Ipsos Reid is Canada's market intelligence leader, the country's leading provider of public opinion research, and research partner for loyalty and forecasting and modelling insights. With operations in eight cities, Ipsos Reid employs more than 600 research professionals and support staff in Canada. The company has the biggest network of telephone call centres in the country, as well as the largest pre-recruited household and online panels. Ipsos Reid's marketing research and public affairs practices offer the premier suite of research vehicles in Canada, all of which provide clients with actionable and relevant information. Staffed with seasoned research consultants with extensive industry-specific backgrounds, Ipsos Reid offers syndicated information or custom solutions across key sectors of the Canadian economy, including consumer packaged goods, financial services, automotive, retail, and technology & telecommunications. Ipsos Reid is an Ipsos company, a leading global survey-based market research group.

To learn more, please visit www.ipsos.ca.

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