2010 Green Gap Index2010 Green Gap IndexReleased May 31, 2010

IntroductionIntroduction

CANADIAN GREEN GAP INDEX The main objective of this study is to understand the “gap” between

Canadians’ environmental actions and their perceptions of being environmentally conscious.

The following environmental behaviours were examined:1. Fuel conservation and lowering of emissions;2. Energy conservation in the home;3. Environmental consciousness when it comes to purchasing

consumer goods;4. Recycling; 5. Reusing of materials to reduce waste; and6. Food and household goods

CANADIAN GREEN GAP INDEX In addition, this year’s study has examined consumers’ perceptions of

Green Leaders in a number of retailer categories: Car manufacturers or dealers Grocery stores Clothing stores Coffee shops Fast food restaurants Consumer electronics Hotels Home improvement stores

Action vs. PerceptionAction vs. Perception

OVERALL INSIGHTS Older Canadians, namely those over 55, consistently demonstrate

actions that are more environmentally conscious. Though these actions represent a smaller gap from their perceptions, a gap still remains

Surprisingly, the younger Canadian demographic, those under 35, are taking slightly less action, but admit it – giving them the smallest Green Gap. This is partly due to their demographic life cycle and therefore fewer are responsible for home energy bills and fuel consumption decisions in the household.

Canadians as a whole are indicating that they ‘believe’ they are participating and want to do their part for the environment, but the actions they’re willing to take have only minimal impact on their existing behaviours and the environment.

5%

10%

25%

21%

21%

32%

47%

27%

38%

42%

38%

12%

63%

36%

30%

15%

4%

1%

1%

2%

4%

12%

3%

2% 8%I reuse plastic bags instead of

throwing them out 

I give away things I don't needinstead of throwing them out

I use reuseable drinkingcontainers instead of disposable

cups

I avoid buying products that needto be disposed of after one use

I shop used goods versus alwaysbuying brand new 

Never Rarely Sometimes Most of the time All the time

Canadians Reuse Products but Rarely Buy Used Goods

2.2

3.0

3.5

3.2

3.2

2.8

2.3

3.0

3.6

3.2

3.1

2.8

REUSE

I reuse plastic bags instead of throwing themout 

I give away things I don't need instead ofthrowing them out

I use reuseable drinking containers instead ofdisposable cups

I avoid buying products that need to bedisposed of after one use

I shop used goods versus always buying brandnew 

20102009

Perceptions 2010 2009

I am doing my part in helping to reuse goods and reduce garbage I generate

3.4 3.3

Average on Four Point Scale

Canadians May Feel They are Reusing More Frequently, But Their Actions Have Not Changed

REUSE

Though ‘reuse’ behaviours are demonstrating the smallest green gap of 12% between actions and perception, there is strong indication that this gap is understated.

72% of respondents say they ‘always’, or ‘most of the time’ use a reuseable drinking container – this is down from 2009, but still overstated. Simply observing public garbage bins or the line up at your local coffee shop would indicate that there is a much larger green gap.

One reason for such incongruities between Canadians’ green assertions and actions could be that Canadians believe that by simply owning a reusable drinking cup and perhaps using it once or twice contributes to their green lifestyle.

Many Canadians Take Steps To Reduce Home Energy Use Rather than Look for Alternative Methods

8%

6%

9%

11%

27%

16%

18%

29%

30%

24%

28%

30%

36%

33%

8%

42%

38%

21%

18%

6%

6%

7%

5%

8%

34%

I keep my thermostat set at no more than 21.5 degrees Celsius inthe winter and only use air conditioning when my home temperature

rises over 25 degrees Celsius in the summer

The home appliances I purchase are certified EnerStar and/or are ahigh-efficiency model

I use less energy now (gas, electricity) than I did last year

I am buying products and making enhancements to my home inorder to save energy and be more efficient

I actively investigate alternative providers of home energy such aswind and solar energy

Never Rarely Sometimes Most of the time All the time

The home appliances I purchase are certified Energy Star and/or a high-efficiency model

Canadians Have Not Changed Their Home Energy Consumption Practices or Perceptions

Perceptions 2010 2009

I am doing my part in helping to use less energy for my home

3.3 3.3

Average on Four Point Scale

1.8

2.7

3.1

3.1

2.9

2.7

1.8

2.7

3.1

3.1

2.9

2.7

HOME ENERGY CONSUMPTION

I keep my thermostat set at no more than 21.5 degreesCelsius in the winter and only use air conditioning when my

home temperature rises over 25 degrees Celsius in thesummer

The home appliances I purchase are certified EnerStarand/or are a high-efficiency model

I use less energy now (gas, electricity) than I did last year

I am buying products and making enhancements to myhome in order to save energy and be more efficient

I actively investigate alternative providers of home energysuch as wind and solar energy

20102009

The home appliances I purchase are certified Energy Star and/or a high efficiency model

ENERGY CONSERVATION

Though the green gap related to home energy use is not the widest recorded, an 18% gap remains significant given the continued efforts of utilities to engage the public on energy efficiency

Canadians have greater awareness of energy efficiency but only participate in actions that do not require any real change or effort in their existing behaviours

Canada has a long way to go to increase Canadians purchase of energy efficient products and make energy efficiency enhancements to their homes as only half of Canadians say they are taking the action most of the time or all of the time

Ontarians are lagging in regulating the temperature in their homes Women over 35 feel they are doing more to save energy in 2010, but

their actions are same as men and younger Canadians

Green Leadership: Green Leadership: Corporate Canada Corporate Canada

GREEN LEADERSHIP INSIGHTS Respondents were asked to name a green leader in eight sectors:

Automotive, Grocery, Home Electronics, Home Improvement, Coffee Shops, Fast Food, Hotels, Clothing stores

Overall, a strong majority of Canadians couldn’t name a corporate green leader or don’t believe that any company is ‘green’, providing opportunities for any competitors

The only category where Canadians were willing to demonstrate a significant leadership was in the car manufacturer/dealer -- naming Toyota (16% of respondents) , citing hybrid solutions and fuel efficient options as the reasons why

An average of 5% felt a company was green in part because of its advertising messages

Highest reasons for believing a company was green linked to making it easier for consumers to act

14

1%

1%

2%

22%

48%

16%

4%

3%

2%

1%

Toyota

Ford

Honda

GM

Smart

Volkswagen

Nissan

Other

No car company is Green

Don't know

Greenest Car Manufacturer

What makes Car Company Green

Offers hybrids 42%

First to produce hybrids 19%

Fuel efficient cars 12%

Research into green techniques

10%

Low emissions 5%

Electric cars 5%

16

21%

61%

6%

6%

1%

1%

3%

Rona

Home Depot

Reno Depot

Canadian Tire

Other

No home improvement store isGreen

Don't know

Home Improvement Green Leadership

What makes Home Improvement Stores GreenOffers environmentally friendly products 33%In-store green initiatives 11%Recycles light bulbs, batteries, paint 10%Advertising 7%Offers energy saving advice 5%

Responses Under 5% not included

For detail on how to bridge the Green Gap:For detail on how to bridge the Green Gap:

Ersilia SerafiniErsilia Serafini Nick CowlingNick CowlingCEO, SummerhillCEO, Summerhill VP, Optimum PRVP, Optimum PReserafini@summerhillgroup.ca nick.cowling@cossette.com