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  1. 1. NEW ZEALANDERS ATTITUDES AND BEHAVIOURS TOWARDS SUSTAINABILITY
  2. 2. Colmar Brunton 2013 I 2 Background / Methodology/ field work period
  3. 3. Colmar Brunton 2013 I 3 A FEW BRANDS ARE RESONATING IN PEOPLES MINDS AS SUSTAINABLE TOP OF MIND SUSTAINABLE BRANDS Others dont know are uncertain, or are scrutinising more carefully Organic, free range, NZ home grown
  4. 4. Colmar Brunton 2013 I 4 Colmar Brunton 2013 4 WATCHFUTURE WASTE AIR WATER SEA FOOD CLEAN AND GREEN ENVIRONMENT Recycling Plastic bags Pollution Nappies CLIMATE CHANGE Public transport ENERGY Renewable energy Nuclear-free Cheaper solar SAFE FOOD Organic Care-free Quality NZ-made FAIR SOCIETY Poverty Affordable health/housing Affordable healthy food Group between rich and poor EDUCATION Knowledge Awareness Media less xxx/consumption TRUTHFULNESS Honesty Transforming LONG TERM VISION Leadership population SELF RELIANCE Import replacement Buy local NZ-made Protection from overseas innovation/trade partners Retain national assets PRODUCTION Biosecirty Bees Clean up dairying Reduce fertiliser use Diversification Deforestation Protect fisheries Dont fool consumers
  5. 5. Colmar Brunton 2013 I 5 KEY THEMES Sustainability continues to become more mainstreamed.not just a niche proposition More people are entering into the sustainability space More of us are willing to pay a bit more, and to continue spending on sustainable goods What we are eating and drinking provides interesting insights for the future - More of us have tried organic and fair trade products, and consider sustainabilty Sustainability is considered key for our future success -A common view is that future success for New Zealand means living up to our clean green image - There is strong appeal for the 100% Pure NZ image as an aspiration but also debate on how to use resources and move towards that vision As expectations become greater - the window for brand differentiation as progressive and innovative through the sustainability halo, are narrowing But there are clear consumer needs and expectations for businesses to helpby what they do, and how they communicate their message
  6. 6. Colmar Brunton 2013 I 6 SOME DIFFERENCES BY LIFESTYLE Sustainability is a concern across all ages However there are some different priorities for some groups SINKS DINKS YOUNG FAMILIES OLDER FAMILIES EMPTY NESTERS DRAFT ONLY CREATIVE WORK NOT DONE TYPOLOGIES ? OR SOME CROSS ANALYSIS of GREENNESS ?
  7. 7. Colmar Brunton 2013 I 7 WHAT ARE BIG ISSUES FOR PEOPLE Violence in society 69% Increasing cost of living 65% Not having access to good, affordable healthcare 57% Pollution of lakes and seas 53% Crime levels 52% Lack of affordable housing 52% Mistreatment of animals 51% Protection an management of conservation land and waters that are special to NZ 49% Protection and management of animals and plants that are native to New Zealand 48% The impact of processed foods on our health 47% Unsustainable use of natural resources in New Zealand 47% Job insecurity 45% Cost of education/study 45% Keeping New Zealand litter and graffiti free 43% Making agriculture more sustainable to live up to the countrys clean-green reputation 41% Ensuring New Zealands independence is maintained in trade deals and other agreements signed with overseas governments 41% Obesity and the impact on people's health 41% The economic recession 40% Build up of waste in landfill 38% Stability of the global financial system 38% Nuclear power/Nuclear weapons 37% Privatisation of some government services 36% The impact of climate change on New Zealand 34% Lack of country of origin labelling 27% ABOVE 50% 50%-40% UNDER 40%
  8. 8. Colmar Brunton 2013 I 8 BUT THERE IS STILL A GAP BETWEEN LOCAL AND GLOBAL CONCERNS CLIMATE CHANGE IS THE BIGGEST SINGLE PROBLEM FACING THE WORLD TODAY 18% 34% MOSTLY AGREE SOMEWHAT AGREE CLIMATE CHANGE
  9. 9. Colmar Brunton 2013 I 9 SUSTAINABILITY AND MORE OF THEM DO CONSUMERS CARE? YES
  10. 10. Colmar Brunton 2013 I 10 PEOPLE WANT TO KNOW INFORMATION TO MAKE THEIR OWN DECISIONS PEOPLE WANT TO KNOW INFORMATION TO MAKE THEIR OWN DECISIONS CONSUMERS FEEL THEY CAN MAKE A REAL DIFFERENCE WHAT I DO TO BE SUSTAINABLY AS A PERSONAL AND LOCAL LEVEL DOES MAKE A REAL DIFFERENCE TO THE QUALITY OF LIFE FOR FUTURE GENERATIONS 46% 46% 30% 50% MOSTLY AGREE SOMEWHAT AGREE MOSTLY AGREE SOMEWHAT AGREE
  11. 11. Colmar Brunton 2013 I 11 BUT MANY DO NOT FEEL WELL INFORMED . (30% AMONGST EMPTY NESTERS) BUSINESS CAN STILL IMPROVE HOW INFORMATION IS SHARED I AM WELL INFORMED ABOUT SUSTAINABILITY ISSUES 18% 53% 19% 56% MOSTLY AGREE SOMEWHAT AGREE MOSTLY AGREE SOMEWHAT AGREE AND THE WAY BUSINESSES TALK IS CONFUSING FOR MANY
  12. 12. Colmar Brunton 2013 I 12 MORE THAN HALF OF US ARE WILLING TO PAY MORE to buy the best organic/suitable/ethical products ONLY 7% AGREE THEYRE WILLING TO PAY WHATEVER IT COSTS WILLING TO PAY WHATEVER IT COSTS FOR THE BEST ORGANIC/SUSTAINABLE/ETHICAL PRODUCTS BUT MOST PEOPLE ARE WILLING TO PAY A BIT MORE!! REALITY IS THAT MOST PEOPLE ARE WILLING TO PAY A BIT MORE RATHER THAN WHATEVER IT COSTS43% 36% 7% MOSTLY AGREE SOMEWHAT AGREE 15% 46% MOSTLY AGREE SOMEWHAT AGREE OLDER NESTERS MORE LIKELY TO DISAGREE SOMEWHAT
  13. 13. Colmar Brunton 2013 I 13 CONSUMERS ARE STULL AS COMMITTED TO BUYING ETHICAL AND SUSTAINABLY PRODUCED PRODUCTS & SERVICES AS BEFORE WHAT DO PEOPLE PREDICT FOR THEIR FUTURE PURCHASE OF SUSTAINABLE/ETHICAL PRODUCTS IM HAPPY TO PLAY MY PART AS LONG AS ITS EASY/DOESNT COST ME MORE STRONGER FOR YOUNG FAMILIES: 43% MOSTLY AGREE BUT AFFORDABILITY IS KEY 32% 44% MOSTLY AGREE SOMEWHAT AGREE MORE SAME LESS 27% 71% 2% 76%
  14. 14. Colmar Brunton 2013 I 14 ALLOW MOST OF THE TIME SOMETIMES NEVER MORE PEOPLE ARE DIPPING IN TO ORGANICS AND FAIRTRADE ORGANICS FAIR TRADE 2011 2012 64% 2011 2012 56% 39% 27% 64% 71% 15%24% 3% 6% 7%7%
  15. 15. Colmar Brunton 2013 I 15 THE CONSUMER PERSPECTIVE
  16. 16. Colmar Brunton 2013 I 16 MORE PEOPLE ARE SEEING THE SUSTAINABLE OPTION FOR PRODUCTS AS EQUALLY EFFECTIVE DISAGREE THEY ARE NOT SO EFFECTIVE 19% 47% MOSTLY DISAGREE SOMEWHAT DISAGREE
  17. 17. Colmar Brunton 2013 I 17 WHAT HAS AN IMPACT ON THE EVERYDAY BRANDS OR PRODUCTS YOU CHOOSE TO BUY? The price/value for money 87% The quality of the product/service 68% If its a brand I know/trust 66% Product taste/performance 66% Whether its locally grown or produced 45% How earth friendly the product is 27% How earth friendly the packaging is 20% Whether its organic 12% None of these 1% The price/value for money 40% The quality of the product/service 20% Product taste/performance 16% If its a brand I know/trust 11% Whether its locally grown or produced 7% How earth friendly the product is 3% Whether its organic 1% How earth friendly the packaging is 1%
  18. 18. Colmar Brunton 2013 I 18 WHAT OTHER FACTIONS ARE NEW ZEALANDERS LOOKING OUT FOR HIGHEST INTEREST SIGNIFICANT INTEREST NICHE INTEREST NZ/Locally made or produced 81% 100% natural ingredients 75% The Heart Tick 74% Cruelty free/SPCA endorsed 71% Low sugar 68% Free range 68% Low Fat 66% Spray free 59% Palm oil free 50% GM-Free/GE-Free 48% Natural sweetener 47% Certified Organic 38% Aspartame-free 37% Gluten Free 17% Vegetarian/Vegetarian Society endorsed 12% Soy Free 11% Meat Free 8% Vegan 6%
  19. 19. Colmar Brunton 2013 I 19 1 in 5 mostly disagree 1 IN 5 CONSIDER SUSTAINABLE PRODUCTS AS PERFORMING ON A PAR Sustainable products are generally NOT as effective 47% somewhat disagree Check Historical data 2011: 52% somewhat disagree 16% mostly disagree ABOUT HALF OF NEW ZEALANDERS REMAIN IN SOME DOUBT THAT THE SUSTAINABLE OPTION REALLY IS AS EFFECTIVE Not sure if this is just a note for yourselves?
  20. 20. Colmar Brunton 2013 I 20
  21. 21. Colmar Brunton 2013 I 21 WHICH SECTORS ARE MOST INFLUENCED A LOT OF INFLUENCE ENERGY/POWER COMPANIES OIL/PETROL COMPANIES LOCAL AND REGIONAL GOVERNMENT FOOD AND BEVERAGE PRODUCERS COSMETICS AND PERSONAL CARE MANUFACTURERS FOOD RETAILERS FAST FOOD COMPANIES HOME-CARE AND APPLIANCE MANUFACTURERS CAR MAKERS AIRLINES TECHNOLOGY AND COMMUNICATIONS SUPPLIERS BANKS INSURANCE COMPANIES 27% 22% 21% 21% 19% 19% 16% 15% 14% 13% 11% 11% 7%
  22. 22. Colmar Brunton 2013 I 22 SUSTAINABLE BEHAVIOURS (WHAT ARE PEOPLE DOING?) PUBLIC TRANSPORT CYCLING/WALK RECYCLING PAPER/PLASTICS ENERGY EFFICIENT LIGHT BULBS/ APPLIANCES BUY LOCAL PRODUCTS GOOD USE OF PLASTIC BAGS AT SUPERMARKETS 8% Most of the time 48% Sometime 2011 2012 2013 12% Most of the time 64% Sometime 84% Most of the time 12% Sometime 54% Most of the time 41% Sometime 35% Most of the time 60% Sometime 21% Most of the time 57% Sometime
  23. 23. Colmar Brunton 2013 I 23 SUSTAINABLE BEHAVIOURS (WHAT ARE PEOPLE DOING?) BUY FAIR TRADE PRODUCT COMPOSTING PAY CARBON OFFSET FOR FLIGHTS BIG EGO FRIENDLY CLEANING PRODUCTS USE RE-USEABLE WATER BOTTLE/COFFEE CUP 7% Most of the time 71% Sometime 2011 2012 2013 43% Most of the time 27% Sometime 3% Most of the time 13% Sometime 20% Most of the time 62% Sometime 59% Most of the time 33% Sometime NANA
  24. 24. Colmar Brunton 2013 I 24 SUSTAINABLE BEHAVIOUR WHAT ARE PEOPLE EATING? EAT A VEGETARIAN MEAL AT LEAST ONCE A WEEK MAINTAIN A PLANT- BASED VEGETARIAN DIET GROW SOME OF THEIR OWN FRUIT AND VEGGIES BUY ORGANIC FOODS ALL OR MOSTLY SOMETIMES NEVER *40% Never for DINKS 40% 35% 16% 78% 54% 20% 64% 27%* 24% 4% 24% 6%
  25. 25. Colmar Brunton 2013 I 25
  26. 26. Colmar Brunton 2013 I 26 In 2012 sustainability was announced with companies that are progressive, innovative and ahead of the game Xxxx there is a mainstreaming of sustainability and as expectation for an xxx to be active The innovation had derived from sustainability is strong but is reducing as a unique point of difference as sustainability becomes mainstreamed 52% mostly/somewhat disag

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