Two Thirds (64%) Believe `Green' Marketing is
Just a Tactic

Toronto, ON - Canadians appear to be wary of companies who label their products as being `green', or environmentally friendly, with the results of a poll conducted on behalf of Icynene revealing that two thirds (64%) of Canadians either `strongly' (10%) or `somewhat' agree (54%) that `when companies call a product `green' (meaning better for the environment), it is usually just a marketing tactic'. On the other hand, four in ten Canadian `completely' (4%) or `somewhat disagree' (33%) that this is the case.

Despite the fact that a vast majority of Canadians `disagree' (69%) with the sentiment that they `don't know much about environmental issues and the impact of greenhouse gas emissions on the environment', and that seven in ten (70%) claim to `clearly understand the benefits of green products', four in ten (40%) Canadians indicate that they would `not be willing to pay more upfront for green building products, even though they are better for the environment and may provide long-term payback'.

These are some of the findings of an Ipsos Reid poll conducted on behalf of Icynene from April 19 to April 23, 2007. For the survey, a representative randomly selected sample of 1236 adult homeowners was interviewed online. With a sample of this size, the results are considered accurate to within 177 2.7 percentage points, 19 times out of 20, of what they would have been had the entire adult population been polled. The margin of error will be larger within regions and for other sub-groupings of the survey population. These data were weighted to ensure that the sample's regional and age/sex composition reflects that of the actual Canadian population according to Census data.

Two thirds (64%) Believe `Green' Marketing Just a Tactic...

Canadians appear to be wary of companies who label their products as being `green', or environmentally friendly, with two thirds (64%) of Canadians either `strongly' (10%) or `somewhat' agreeing (54%) that `when companies call a product `green' (meaning better for the environment), it is usually just a marketing tactic'. On the other hand, four in ten Canadian `completely' (4%) or `somewhat disagree' (33%) that this is the case.

• Men (71%) are more likely than women (57%) to believe that labelling a product green is just a marketing tactic.
• British Columbians (71%) are the most likely of Canadians in all regions to believe that labelling a product green is just a marketing tactic. Atlantic Canadians (58%) are the least likely to believe this.

Four in ten (40%) Not Willing to Pay More for Green Products...

Four in ten Canadians either `completely' (7%) or `somewhat agree' (33%) that they are not willing to pay more for upfront for green building products even though they know them to be better for the environment, and that they have the potential to save money in the long run. On the other hand, six in ten `completely' (13%) or `somewhat disagree' (47%) that they would not be willing to pay more upfront for home building products that cost more upfront.

• Albertans (48%) are the least willing to pay more up front for green home building products, while Atlantic Canadians (35%) are the most willing.
• Those whose families earn less than $30,000 a year are less willing (48%) to pay more upfront for green products than those who earn between $30,000 ad $60,000 (44%), and those who earn more than $60,00 (36%).
• Men (44%) are less willing than women (36%) to pay more upfront for green products for their home.

A vast majority of Canadians `disagree' (69%) with the sentiment that they `don't know much about environmental issues and the impact of greenhouse gas emissions on the environment', and seven in ten (70%) claim to `clearly understand the benefits of green products'. However...

• Older Canadians, aged 55 and older, are more likely (35%) than younger (31%) or middle-aged (28%) Canadians to say that they don't know much about environmental issues and the impact of greenhouse gas emissions on the environment.
• Individuals with less education are more likely than those with more education to claim that they don't know much about environmental issues and the impact of greenhouse gas emissions on the environment. In fact, 48% of Canadians without a high school diploma, 39% of Canadians with only a high school diploma, 29% of Canadians with some post-secondary education, and 16% of Canadians with a university degree claim to not know much about this issue.
• Women (72%) claim to understand the benefits of green products mores so than do men (67%).
• Eight in ten (80%) Atlantic Canadians claim to understand the benefits of a green product, compared to just 60% of British Columbians.

More Canadians than Americans claim to be Knowledgeable...

On the issue of green products, more Canadians claim to be knowledgeable about the benefits of a green product. Furthermore, they are less sceptical about green products being simply a marketing ploy. A comparison with an identical survey launched in the United States reveals that:

• More Canadians (70%) than Americans (63%) agree that they clearly understand the benefits of a building product that is advertised as green
• More Americans (70%) than Canadians (63%) agree that when a home building product is called green that it is a marketing tactic
• Americans (44%) are slightly more likely than Canadians (40%) to indicate that they are not willing to pay more upfront for green building products, despite their potential environmental and cost-saving benefits

For more information on this news release, please contact:
John Wright
Senior Vice President
Ipsos Reid
Public Affairs
(416) 324-2900
[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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