Consumers want brands to help them reduce their waste
New Ipsos “What the Future” survey finds consumers believe companies should take responsibility for making their products sustainable
Topline Findings
Washington, DC, November 16, 2020
These are the findings of an Ipsos poll conducted between September 29-30, 2020. For this study, a total of 1,115 adults age 18+ were interviewed online in English. The poll has a credibility interval of plus or minus 3.3 percentage points for all respondents.
Full Annotated Questionnaire
1. Think about your favorite brand; it can be any type of brand or company you choose. Now, how familiar are you of the following environmental impact policies for your favorite brand?
Total Familiar Summary
|
Total (N=1115) |
|
|
Packaging |
41% |
|
Water use |
40% |
|
Use of natural resources (besides water) |
37% |
|
Greenhouse gas emissions |
34% |
|
Transparency of supply chain |
28% |
a. Greenhouse gas emissions
|
Total |
|
|
Very familiar |
11% |
|
Somewhat familiar |
23% |
|
Not very familiar |
42% |
|
Have heard of it, know nothing about it |
12% |
|
Have not heard of it |
12% |
|
Familiar (net) |
34% |
|
Have heard of it, know nothing about it / Have not heard of it (net) |
24% |
b. Water use
|
Total |
|
|
Very familiar |
16% |
|
Somewhat familiar |
24% |
|
Not very familiar |
38% |
|
Have heard of it, know nothing about it |
10% |
|
Have not heard of it |
13% |
|
Familiar (net) |
40% |
|
Have heard of it, know nothing about it / Have not heard of it (net) |
22% |
c. Packaging
|
Total |
|
|
Very familiar |
15% |
|
Somewhat familiar |
26% |
|
Not very familiar |
38% |
|
Have heard of it, know nothing about it |
10% |
|
Have not heard of it |
11% |
|
Familiar (net) |
41% |
|
Have heard of it, know nothing about it / Have not heard of it (net) |
21% |
d. Transparency of supply chain
|
Total |
|
|
Very familiar |
9% |
|
Somewhat familiar |
19% |
|
Not very familiar |
48% |
|
Have heard of it, know nothing about it |
10% |
|
Have not heard of it |
14% |
|
Familiar (net) |
28% |
|
Have heard of it, know nothing about it / Have not heard of it (net) |
24% |
e. Use of natural resources (besides water)
|
Total |
|
|
Very familiar |
13% |
|
Somewhat familiar |
25% |
|
Not very familiar |
40% |
|
Have heard of it, know nothing about it |
10% |
|
Have not heard of it |
12% |
|
Familiar (net) |
37% |
|
Have heard of it, know nothing about it / Have not heard of it (net) |
23% |
2. To what extent to you agree or disagree with the following statements?
Total Agree Summary
|
Total |
|
|
Purchasing sustainable brands or products makes a difference for our environment |
63% |
|
I feel better when I buy sustainable brands or products |
57% |
|
I have purchased brands/products specifically because of their sustainability practices |
44% |
|
I have avoided brands because I disagreed with their sustainability practices |
38% |
|
I have researched brands to ensure they do what they say they will when it comes to sustainability |
34% |
a. I have purchased brands/products specifically because of their sustainability practices
|
Total |
|
|
Strongly agree |
17% |
|
Somewhat agree |
27% |
|
Neither agree or disagree |
29% |
|
Somewhat disagree |
13% |
|
Strongly disagree |
11% |
|
Don’t know |
4% |
|
Agree (net) |
44% |
|
Disagree (net) |
24% |
b. I have avoided brands because I disagreed with their sustainability practices
|
Total |
|
|
Strongly agree |
15% |
|
Somewhat agree |
23% |
|
Neither agree or disagree |
30% |
|
Somewhat disagree |
15% |
|
Strongly disagree |
14% |
|
Don’t know |
3% |
|
Agree (net) |
38% |
|
Disagree (net) |
29% |
c. I have researched brands to ensure they do what they say they will when it comes to sustainability
|
Total |
|
|
Strongly agree |
10% |
|
Somewhat agree |
24% |
|
Neither agree or disagree |
30% |
|
Somewhat disagree |
16% |
|
Strongly disagree |
17% |
|
Don’t know |
4% |
|
Agree (net) |
34% |
|
Disagree (net) |
33% |
d. I feel better when I buy sustainable brands or products
|
Total |
|
|
Strongly agree |
23% |
|
Somewhat agree |
33% |
|
Neither agree or disagree |
26% |
|
Somewhat disagree |
9% |
|
Strongly disagree |
6% |
|
Don’t know |
3% |
|
Agree (net) |
57% |
|
Disagree (net) |
14% |
e. Purchasing sustainable brands or products makes a difference for our environment
|
Total |
|
|
Strongly agree |
23% |
|
Somewhat agree |
40% |
|
Neither agree or disagree |
22% |
|
Somewhat disagree |
6% |
|
Strongly disagree |
5% |
|
Don’t know |
4% |
|
Agree (net) |
63% |
|
Disagree (net) |
12% |
3. How much more are you willing to pay for your favorite brand if it is made from sustainable or more sustainable material?
|
Total |
|
|
Significantly more |
10% |
|
A little bit more |
43% |
|
I am not willing to pay more |
43% |
|
A little bit less |
2% |
|
Significantly less |
2% |
|
More (net) |
53% |
|
Less (net) |
4% |
4. To what extent to you agree or disagree with the following statements?
Total Agree Summary
|
Total |
|
|
Companies have a moral obligation to use sustainable packaging |
66% |
|
Companies should be responsible for paying for the cost of recycling their products, instead of consumers or cities |
65% |
|
Companies should not use single-use plastics in their products |
65% |
|
Companies should use new materials to make their products only if recycled materials are not available |
62% |
a. Companies have a moral obligation to use sustainable packaging
|
Total |
|
|
Strongly agree |
30% |
|
Somewhat agree |
35% |
|
Neither agree or disagree |
23% |
|
Somewhat disagree |
5% |
|
Strongly disagree |
3% |
|
Don’t know |
3% |
|
Agree (net) |
66% |
|
Disagree (net) |
8% |
b. Companies should be responsible for paying for the cost of recycling their products, instead of consumers or cities
|
Total |
|
|
Strongly agree |
32% |
|
Somewhat agree |
34% |
|
Neither agree or disagree |
22% |
|
Somewhat disagree |
4% |
|
Strongly disagree |
4% |
|
Don’t know |
3% |
|
Agree (net) |
65% |
|
Disagree (net) |
9% |
c. Companies should not use single-use plastics in their products
|
Total |
|
|
Strongly agree |
32% |
|
Somewhat agree |
33% |
|
Neither agree or disagree |
24% |
|
Somewhat disagree |
5% |
|
Strongly disagree |
3% |
|
Don’t know |
3% |
|
Agree (net) |
65% |
|
Disagree (net) |
8% |
d. Companies should use new materials to make their products only if recycled materials are not available
|
Total |
|
|
Strongly agree |
26% |
|
Somewhat agree |
35% |
|
Neither agree or disagree |
28% |
|
Somewhat disagree |
4% |
|
Strongly disagree |
3% |
|
Don’t know |
4% |
|
Agree (net) |
62% |
|
Disagree (net) |
7% |
5. Now, for something different. How often, if at all, do you throw away food that you bought but didn’t prepare or eat before it expired or went bad?
|
Total |
|
|
Often |
10% |
|
Sometimes |
32% |
|
Rarely |
47% |
|
Never |
9% |
|
Don’t know |
2% |
6. Please describe how you feel in the following situations.
Total Guilty Summary
|
Total |
|
|
When I throw out fruits or vegetables that I purchased but didn’t prepare or eat |
69% |
|
When I throw out meat that I purchased but didn’t prepare or eat |
64% |
|
When I throw away food that I put on my plate but didn’t eat |
57% |
|
When I throw out an entire food package that I tried but didn’t like |
56% |
|
When I use disposable cups, plates, or utensils to avoid having to wash dishes |
43% |
a. When I throw out fruits or vegetables that I purchased but didn’t prepare or eat
|
Total |
|
|
Very guilty |
35% |
|
Somewhat guilty |
33% |
|
Not very guilty |
11% |
|
Not at all guilty |
7% |
|
Not applicable |
11% |
|
Don’t know |
2% |
|
Guilty (net) |
69% |
|
Not guilty (net) |
18% |
b. When I throw out meat that I purchased but didn’t prepare or eat
|
Total |
|
|
Very guilty |
38% |
|
Somewhat guilty |
26% |
|
Not very guilty |
8% |
|
Not at all guilty |
6% |
|
Not applicable |
19% |
|
Don’t know |
2% |
|
Guilty (net) |
64% |
|
Not guilty (net) |
14% |
c. When I use disposable cups, plates, or utensils to avoid having to wash dishes
|
Total |
|
|
Very guilty |
17% |
|
Somewhat guilty |
26% |
|
Not very guilty |
21% |
|
Not at all guilty |
20% |
|
Not applicable |
15% |
|
Don’t know |
2% |
|
Guilty (net) |
43% |
|
Not guilty (net) |
40% |
d. When I throw away food that I put on my plate but didn’t eat
|
Total |
|
|
Very guilty |
26% |
|
Somewhat guilty |
31% |
|
Not very guilty |
17% |
|
Not at all guilty |
10% |
|
Not applicable |
14% |
|
Don’t know |
2% |
|
Guilty (net) |
57% |
|
Not guilty (net) |
27% |
e. When I throw out an entire food package that I tried but didn’t like
|
Total |
|
|
Very guilty |
27% |
|
Somewhat guilty |
29% |
|
Not very guilty |
17% |
|
Not at all guilty |
10% |
|
Not applicable |
15% |
|
Don’t know |
2% |
|
Guilty (net) |
56% |
|
Not guilty (net) |
28% |
7. In what ways do you try to personally limit the amount of food waste you create? Select all that apply.
|
Total |
|
|
Buy food only as I need it |
55% |
|
Buy re-usable storage containers that preserve fresh food longer |
46% |
|
Prepare or make food in bulk that I can freeze and use as needed |
37% |
|
Refuse disposable utensils, napkins and straws for takeout |
19% |
|
Order extra or bulk servings for multiple meals to reduce packaging |
17% |
|
Bring reusable or returnable containers to restaurants for takeout |
11% |
|
Seek out restaurants that use paper-based containers instead of plastic or plastic-coated containers |
9% |
|
Ask restaurants what their package options are |
6% |
|
Something else |
2% |
|
None of these |
11% |
8. To what extent to you agree or disagree with the following statements?
Total Agree Summary
|
Total |
|
|
I value experiences more than material possessions |
67% |
|
I wish my home used less energy due to costs |
63% |
|
If I could afford to, I would switch energy sources to lessen the environmental impact |
59% |
|
In the past year, I have worked to get rid of some possessions |
58% |
|
I wish my home used less energy due to the environmental impacts |
57% |
|
I feel too dependent on things that require electrical power |
54% |
|
I am comfortable with the amount of energy my home uses |
53% |
|
I feel like I own too much “stuff” |
53% |
|
I have researched how to use less electricity/power in my home |
47% |
|
I am interested in living ‘off the grid’ |
36% |
a. I wish my home used less energy due to the environmental impacts
|
Total |
|
|
Strongly agree |
22% |
|
Somewhat agree |
36% |
|
Neither agree or disagree |
27% |
|
Somewhat disagree |
9% |
|
Strongly disagree |
5% |
|
Don’t know |
2% |
|
Agree (net) |
57% |
|
Disagree (net) |
14% |
b. I wish my home used less energy due to costs
|
Total |
|
|
Strongly agree |
27% |
|
Somewhat agree |
37% |
|
Neither agree or disagree |
23% |
|
Somewhat disagree |
7% |
|
Strongly disagree |
4% |
|
Don’t know |
2% |
|
Agree (net) |
63% |
|
Disagree (net) |
11% |
c. I am comfortable with the amount of energy my home uses
|
Total |
|
|
Strongly agree |
16% |
|
Somewhat agree |
37% |
|
Neither agree or disagree |
25% |
|
Somewhat disagree |
17% |
|
Strongly disagree |
4% |
|
Don’t know |
2% |
|
Agree (net) |
53% |
|
Disagree (net) |
20% |
d. If I could afford to, I would switch energy sources to lessen the environmental impact
|
Total |
|
|
Strongly agree |
28% |
|
Somewhat agree |
31% |
|
Neither agree or disagree |
24% |
|
Somewhat disagree |
9% |
|
Strongly disagree |
5% |
|
Don’t know |
3% |
|
Agree (net) |
59% |
|
Disagree (net) |
14% |
e. I have researched how to use less electricity/power in my home
|
Total |
|
|
Strongly agree |
14% |
|
Somewhat agree |
33% |
|
Neither agree or disagree |
26% |
|
Somewhat disagree |
16% |
|
Strongly disagree |
9% |
|
Don’t know |
2% |
|
Agree (net) |
47% |
|
Disagree (net) |
25% |
f. I am interested in living ‘off the grid’
|
Total |
|
|
Strongly agree |
15% |
|
Somewhat agree |
21% |
|
Neither agree or disagree |
24% |
|
Somewhat disagree |
17% |
|
Strongly disagree |
20% |
|
Don’t know |
3% |
|
Agree (net) |
36% |
|
Disagree (net) |
37% |
g. I feel too dependent on things that require electrical power
|
Total |
|
|
Strongly agree |
16% |
|
Somewhat agree |
38% |
|
Neither agree or disagree |
25% |
|
Somewhat disagree |
13% |
|
Strongly disagree |
7% |
|
Don’t know |
1% |
|
Agree (net) |
54% |
|
Disagree (net) |
20% |
h. I feel like I own too much “stuff”
|
Total |
|
|
Strongly agree |
19% |
|
Somewhat agree |
34% |
|
Neither agree or disagree |
23% |
|
Somewhat disagree |
14% |
|
Strongly disagree |
8% |
|
Don’t know |
2% |
|
Agree (net) |
53% |
|
Disagree (net) |
22% |
i. I value experiences more than material possessions
|
Total |
|
|
Strongly agree |
31% |
|
Somewhat agree |
36% |
|
Neither agree or disagree |
25% |
|
Somewhat disagree |
5% |
|
Strongly disagree |
2% |
|
Don’t know |
2% |
|
Agree (net) |
67% |
|
Disagree (net) |
7% |
j. In the past year, I have worked to get rid of some possessions
|
Total |
|
|
Strongly agree |
20% |
|
Somewhat agree |
38% |
|
Neither agree or disagree |
22% |
|
Somewhat disagree |
12% |
|
Strongly disagree |
7% |
|
Don’t know |
1% |
|
Agree (net) |
58% |
|
Disagree (net) |
19% |
9. If someone were to give me an “experience” as a gift, I would be most interested in… (Select up to three)
|
Total |
|
|
Travel package |
56% |
|
A meal in a nice restaurant |
34% |
|
Spa day |
22% |
|
Concert tickets |
19% |
|
A shopping trip |
19% |
|
Sports tickets |
16% |
|
Museum tickets |
14% |
|
Golf outing |
6% |
|
Other |
3% |
|
None of these |
7% |
About the Study
These are the findings of an Ipsos poll conducted September 29-30, 2020. For this study, a total of 1,115 adults age 18+ were interviewed online in English.
The sample for this study was randomly drawn from Ipsos’ online panel (see link below for more info on “Access Panels and Recruitment”), partner online panel sources, and “river” sampling (see link below for more info on the Ipsos “Ampario Overview” sample method) and does not rely on a population frame in the traditional sense. Ipsos uses fixed sample targets, unique to each study, in drawing a sample. After a sample has been obtained from the Ipsos panel, Ipsos calibrates respondent characteristics to be representative of the U.S. Population using standard procedures such as raking-ratio adjustments. The source of these population targets is U.S. Census 2018 American Community Survey data. The sample drawn for this study reflects fixed sample targets on demographics. Posthoc weights were made to the population characteristics on gender, age, race/ethnicity, region, and education.
Statistical margins of error are not applicable to online non-probability polls. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error and measurement error. Where figures do not sum to 100, this is due to the effects of rounding. The precision of Ipsos online polls is measured using a credibility interval. In this case, the online sample for this poll has a credibility interval of plus or minus 3.3 percentage points for all online respondents. Ipsos calculates a design effect (DEFF) for each study based on the variation of the weights, following the formula of Kish (1965). This study had a credibility interval adjusted for design effect of the following (n=1,115, DEFF=1.5, adjusted Confidence Interval=+/-4.8 percentage points).
For more information on this news release, please contact:
Mallory Newall
Director, US
Public Affairs
+1 202 420-2014
[email protected]
Kate Silverstein
Media Relations Specialist, US
Public Affairs
+1 718 755-8829
[email protected]
Matt Carmichael
VP, Editorial Strategy, Ipsos in North America
+1 312 526 4786
[email protected]
About Ipsos
Ipsos is the world’s third largest market research company, present in 90 markets and employing more than 18,000 people.
Our passionately curious research professionals, analysts and scientists have built unique multi-specialist capabilities that provide true understanding and powerful insights into the actions, opinions and motivations of citizens, consumers, patients, customers or employees. We serve more than 5000 clients across the world with 75 business solutions.
Founded in France in 1975, Ipsos is listed on the Euronext Paris since July 1st, 1999. The company is part of the SBF 120 and the Mid-60 index and is eligible for the Deferred Settlement Service (SRD).
ISIN code FR0000073298, Reuters ISOS.PA, Bloomberg IPS:FP
www.ipsos.com
![[WEBINAR] KEYS – The Year in Review](/sites/default/files/styles/related_more_insights/public/ct/event/2024-11/feature_0.png?itok=v3MBbRM0)
