Why Green Should Matter to Your Business

The environment? Of course we care! Topical--indeed almost omnipresent these days--it's a given that Canadians are concerned about the state of the environment. Here in BC, 91% of adults tell us they are concerned (43% very concerned) and the same number (91%) are at least somewhat convinced that climate change is happening (43% completely convinced). So what does that mean for your business?

British Columbians recognize that they, personally, have a role to play in the solution--74% agree they can have a significant impact, 30% very significant. But to some extent, these opinions may reflect what consumers think they should say, rather than the environment being an issue that has truly been taken to heart.

This is revealed by self-reported actions, which indicate that concern doesn't necessarily prompt behavioural change. Only 32% of BC adults regularly take action to reduce carbon emissions. And when they do take action, it often seems to be through the easier routes available rather than those that involve a greater sacrifice. For example, environmental concerns prompt 56% to take significant action when it comes to recycling or composting but far fewer let their concerns impact the food they buy (19%), the car they drive (21%), and their main transportation choice (24%).

We may find some hope in the fact that consumers recognize they could do better--only only 6% give their environmental performance a grade of an "A", whereas 48% feel they deserve a B, and 37% a "C". A finding of interest is that despite BCers' reputation for being more green, in a separate study, a nearly identical proportion of Canadians as a whole gave themselves a "B" or "C" grade, and slightly more gave themselves (10%) an "A".

But what can the average consumer do about it?

So why aren't British Columbians doing more? It could be that the impact of climate change is not direct enough, making it easier to avoid doing something. The very small minority (9%) who believe climate change has already had a very significant impact on their daily lives supports this. Or, it could be that British Columbians are avoiding doing any more out of feelings of powerlessness. The facts that only 10% are very hopeful that we as a society will prevent climate change in our lifetimes and that only 7% of British Columbians believe that individuals play the greatest responsibility for climate change indicate this explanation may also being relevant.

Can your company give consumers a hand?

In all, this suggests that Canadians need reassurance that what they can do matters. And by extension, specific tips about how to go about doing more (particularly the easy actions) might be welcomed. Can companies not directly involved in an environmental sector, or clearly responsible for environmental stewardship play a role in providing information to the average consumer? Our research seems to indicate that the answer is yes! While information coming from independent environmental agencies is certainly the most believable (70% of BC adults agree)--followed by energy providers (66%), media (65%) and government agencies (62%)--even individual retailers (retailers were the focus of one of our environmental studies) can have credibility here (45%).

Ensure you get the credit you deserve.

Beyond the positive image benefits a retailer or other company can receive from taking a role in encouraging environmentally-friendly consumer behaviour, there is obvious potential in an organization's own actions. Seven-in-ten (71%) British Columbians tell us that a retailer's environmental actions are an important consideration in which retailer they choose to buy from and 73% regularly or sometimes spend more on a product or service with better environmental performance. Having said that, only 38% believe they are able to judge very or fairly well if a retailer is behaving in an environmentally conscious way or not (only 7% very well).

This clearly shows that while environmentally responsible behaviour by retailers and other companies can--and likely increasingly will over time--have an impact on their bottom line, there is potential for efforts to be ignored. While the most appropriate actions for individual companies will presumably vary by sector, the take-home message is the same--make sure any initiatives get noticed to ensure the best ROI.

For more information...

In recognition of the increasing importance of the environment as a business issue that matters to you, Ipsos Reid is launching a series of syndicated studies with sector specific focus to provide businesses with topical information to support green initiatives. For more information, please visit our website at: http://www.ipsos.ca//reid/green/.

Methodology

Data presented are from the findings of two Ipsos Reid online surveys. The first was conducted between March 26 and April 1, 2008 with a representative sample of 1,815 adult British Columbians. With a sample of this size, the results are considered accurate to within 177 2.3 percentage points, 19 times out of 20, of what they would have been had the entire BC adult population been surveyed. The second was conducted between April 2 and 10, 2008 with a representative sample of 863 adult British Columbians. With a sample of this size, the results are considered accurate to within 177 3.3 percentage points, 19 times out of 20, of what they would have been had the entire BC adult population been surveyed. Both surveys was conducted using Ipsos Reid's Voice of the West Interactive Forum--an online panel of more than 5,000 British Columbians who have been randomly recruited to match the overall characteristics of the adult residents of the province.