Most (95%) Canadian Homeowners Want Universal
Standards for Proving Claims of Being `Green'

Toronto, ON - According to a survey by Ipsos Reid conducted on behalf of Icynene, 95% per cent of Canadian homeowners `agree' (54% completely/ 41% somewhat) that they would like to see universal standards for proving or showing the environmental claims made by home building products that consider themselves green. This is compared to just 5% who `disagree' (1% strongly/4% somewhat) that they'd like to see this.

In fact, just 4% say that `if a product claims to be greener' than the next, they `generally accept it as true'. For most others, they like to see `third-party proof that the product's environmental claims have been tested' (38%) or `a list of benefits with an explanation of how they'll help the environment'(37%). One in ten (13%) just need to `see a logo that the product is endorsed/approved by a non-profit environmental group or by the government'. Still, 8% say that `no amount of detail of proof will convince' them, unless they've used the product themselves.

Thinking about the purchasing of products and building materials, 86% say how green a product is is a factor in their decision, but just 6% say that it is the single most important factor in their decision. For 14%, it has absolutely no impact on their purchase decision. Here are some ways where Canadian homeowners appear to be affected by environmental concerns:

• Eight in ten (78%) homeowners `agree' (20% completely/58% somewhat) they would buy a competing product from a company they believe to be more green. Two in ten (22%) `disagree' (5% completely/18% somewhat).
• Seven in ten (72%) homeowners `agree' (19% completely/53% somewhat) that they would always consider buying from a green company first. Three in ten (28%) `disagree' (6% completely/22% somewhat).
• One half (48%) of homeowners `agree' (12% completely/36% somewhat) that they'd recommend to someone else not to buy products from a non-green company. The other half (52%) of homeowners `disagree' (14% completely/38% somewhat).
• Nearly one half (45%) `agree' (9% completely/36% somewhat) that they would not buy products from a company they consider not to be green. Still, a majority `disagrees' (12% completely/43% somewhat).

Proof of Being Green...

The results of the survey suggest that Canadians desire proof that products that claim to be green are truly green, and not just use clever marketing or packaging techniques:

• Eight in ten homeowners (83%) indicate that they'd be `convinced' (21% very/62% somewhat) that a product was truly green if the product and its package were made from renewable resources. Just two in ten (17%) would not be `convinced' (3% not at all/14% not very).
• More than three-quarters of homeowners suggest (78%) they'd be `convinced' (21% very/57% somewhat) that a product was truly green if they knew it was climate-friendly and did not produce any greenhouse gases. Only two in ten (22%) would not be convinced' (4% not at all/18% not very).
• Fewer than half (45%) of homeowners agree that if `eco' or `green' was in the product name it would convince (8% very/37% somewhat) them that a product was truly green, while just over a third (37%) say they'd be `convinced' (6% very/31% somewhat) if the product had `green' packaging or labels.

Canadians More Skeptical of Green Claims than Americans...

Results of an identical Icynene/Ipsos Reid poll with 1,000 U.S. homeowners provide for some interesting comparisons:

• Canadian homeowners are only half as likely (4%) as American homeowners (8%) to agree that, if a product claims to be greener, they generally accept it to be true.
• Canadian homeowners are more likely (45%) than American homeowners (36%) to boycott products from companies they do not believe to be green.
• Canadian homeowners are less likely (10%) than American homeowners (17%) to be convinced that a product is green when endorsed by a celebrity

Women, Atlantic Canadians Less Skeptical About Green Product Claims

The survey revealed some significant differences between men and women and regionally in the level of scepticism surrounding green product claims:

• Women (55%) are far more likely than men (35%) to agree that having `eco' or `green' in a product name would convince them that it is truly green.
• More men (16%) than women (11%) agree that how green a product or material is has absolutely no impact on their purchase decisions.
• Respondents in Atlantic Canada (60%) are the most likely to be convinced that a product is green if it has `eco' or `green' in its name, while those in British Columbia (38%) are the least likely.

These are the findings of an Ipsos Reid poll conducted in July, 2008. This online survey of 1035 Canadian home owners was conducted via the Ipsos I-Say Online Panel, Ipsos Reid's national online panel. The results of these polls are based on a sample where quota sampling and weighting are employed to balance demographics and ensure that the sample's composition reflects that of the actual Canadian population according to Census data. Quota samples with weighting from the Ipsos online panel provide results that are intended to approximate a probability sample. Statistical margins of error are not applicable to online polls because they are based on samples drawn from opt-in online panels, not on random samples that mirror the population within a statistical probability ratio. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error, and measurement error. However, an unweighted probability sample of this size, with a 100% response rate, would have an estimated margin of error of +/- 3.1 percentage points , 19 times out of 20, had the entire adult population of homeowners in Canada been polled.

For more information on this news release, please contact:
Sean Simpson
Research Manager
Ipsos Reid
Public Affairs
(416) 572-4474
[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.

About Ipsos
Ipsos is a leading global survey-based market research company, owned and managed by research professionals. Ipsos helps interpret, simulate, and anticipate the needs and responses of consumers, customers, and citizens around the world.

Member companies assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media. They measure public opinion around the globe.

Ipsos member companies offer expertise in advertising, customer loyalty, marketing, media, and public affairs research, as well as forecasting, modeling, and consulting. Ipsos has a full line of custom, syndicated, omnibus, panel, and online research products and services, guided by industry experts and bolstered by advanced analytics and methodologies. The company was founded in 1975 and has been publicly traded since 1999.

In 2007, Ipsos generated global revenues of e927.2 million ($1.27 billion U.S.).

Visit www.ipsos.com to learn more about Ipsos offerings and capabilities.

Ipsos, listed on the Eurolist of Euronext - Comp B, is part of SBF 120 and the Mid-100 Index, adheres to the Next Prime segment and is eligible to the Deferred Settlement System. Isin FR0000073298, Reuters ISOS.PA, Bloomberg IPS:FP