Filed under: Etc., Green Culture, Green Daily
Europeans are more green than Americans (just watch out for sharks in your car)
Before we get to the substance of this post, let me doff my hat to the graphic designers who made the WTF?-inducing image of a great white shark jumping out of the back seat in a see-through car to bite the head of the driver. Go ahead and read that again. The image - and what can you say about it but WTF? - is found on the website of Porter Novelli, a marketing firm that worked on the survey I'm about to discuss. Ever since I've seen that backseat shark, and I haven't been quite normal.
Anyway, the survey at hand (by Porter Novelli and the Natural Marketing Institute) asked
The eight countries surveyed were Belgium, France, Germany, Italy, Netherlands, Portugal, Spain and the United Kingdom (it seems like results from these countries were them compared to a similar LOHAS study done in the U.S.). There are more details in the press release after the jump.
Now, if you'll excuse me, I'm going to go edit the Wikipedia entry for sharks to add a warning not to keep saltwater in your backseat.
[Source: Porter Novelli]
NEW YORK, Oct. 29 /PRNewswire/ -- Europeans, across the countries surveyed, are fifty percent more likely than Americans to buy "green" products - from solar panels to hybrid cars to natural/organic foods, personal care and home products, according to the groundbreaking European LOHAS study based on a partnership between Porter Novelli (PN) and Natural Marketing Institute (NMI). (LOHAS is an acronym that stands for Lifestyles Of Health And Sustainability.) Survey results from the database released today also found that Europeans are 25% more likely to recycle and more than 30% likely to influence their friends and family about the environment than Americans.
The 2007 European LOHAS study, conducted in conjunction with PN's EuroPNStyles survey, segments the total adult population by country according to consumers' attitudes, behaviors and product/service usage patterns across several areas including sustainability, corporate social responsibility (CSR), environmentalism, social issues and the use of eco-friendly products and services. EuroPNStyles, part of Porter Novelli's communication-centered Styles database, also assesses major trends in technology, media patterns, sources of influence and health and nutrition. Countries surveyed were Belgium, France, Germany, Italy, Netherlands, Portugal, Spain and the United Kingdom. The European LOHAS segmentation model mimics that of the U.S. so that comparisons can be made - both between continents and within the eight EU countries - of great value to multinational and pan-European marketers.
Insights reveal trends in the ethical consumerism and environmental movements and demonstrate how consumers think about their health, what motivates their food and nutrition choices, how they go about purchasing products and services, and their attitudes towards CSR, environmentalism and how they are using media and technology products.
Clients can also customize the LOHAS research to their needs and delve into their consumer's mindset to understand the relevancy of communications messages. And because each study will be conducted on a yearly basis, information can be collected over time to spot growing trends and evaluate the long-term impact of communications programs.
"Today, a brand's value rests upon its ability to create positive exchanges among all of its stakeholders in a relationship that is interactive, mutable and transformative. Given the growth in ethical consumerism and eco- consciousness and the availability of information in a knowledge age, brands that adopt values of authenticity, transparency and integrity, and that are aligned with the core beliefs and values of their audiences, will have a greater chance of succeeding," said Julie Winskie, partner and chief client officer at PN. "We have formed this partnership with NMI to stay abreast of and calibrate important trends to help marketers navigate their products and services to ensure that they are creating relevant, meaningful and sustainable brand exchanges."
While Europeans are eagerly adopting new behaviors as it relates to green consumerism; paradoxically, they report being more price sensitive than their American counterparts. Specifically,
-- Europeans are approximately 25 percent less likely than U.S. shoppers to say they will pay 20 percent more for eco-friendly products. However, this is in apparent contradiction with actual purchases, as Europeans are more likely to have purchased products like organic foods, renewable power and hybrid cars. Differences in tax structures, subsidies, and the longevity of the availability of LOHAS products likely drive these differences.
-- Europeans are approximately 32% more likely than Americans to be motivated to buy products with seals or certifications indicating the product is environmentally-friendly, underscoring the critical roles that authenticity and transparency play.
-- EU consumers are also approximately 25% more likely than U.S. consumers to say that, aside from making money for shareholders, it is most important for companies to be sensitive to their environmental impact. This indicates a strong need for meaningful corporate sustainability programs and effective communications that address this interest and show leadership over competitors.
"As global eco-momentum in the marketplace continues, the LOHAS movement will accelerate consumer alignment of social beliefs and personal values with those of brands and companies. It is this frame of mind that will drive the LOHAS market and make sustainability the key growth driver of long-term stakeholder and brand equity for decades to come," said Steve French, managing partner at NMI. "We are delighted to partner with PN in helping companies to understand this truly sustainable opportunity," added French.
The partnership between NMI and PN offers a combination of best-in-class services - from consumer segmentation and strategic insights, to counsel on product development and packaging, to strategic communications programs and measurement and evaluation.
The research was administered via the Internet using Synovate's Global Opinion Panel. The sample consists of a total of 16,000 adults age 18+ across eight European countries (2,000 surveys per country). The survey was fielded in July 2007. Custom analysis, trend reports, and LOHAS consumer panels also are available.
About the Natural Marketing Institute (NMI)
Natural Marketing Institute (NMI) is a strategic consulting and market research company specializing in the health, wellness, and sustainability marketplace. NMI is the only source for trended LOHAS consumer data and insight. Its capabilities focus on the well-being of people and products, and the environmentally and socially responsible sustainability of the planet. Since 1990, NMI has used its expertise to assist a wide range of clients across many industries, from global multinationals to start-ups. For more information, please visit www.nmisolutions.com.
About Porter Novelli
Porter Novelli is one of the world's leading public relations agencies and is represented in all major markets. With a focus on effective stakeholder communications and adopting a holistic, media-neutral approach, Porter Novelli develops public relations programs that deliver value and impact to its clients' business. Porter Novelli was founded in Washington, D.C., in 1972 and is a part of Omnicom Group Inc. (NYSE:OMC) (www.omnicomgroup.com). Omnicom is a leading global advertising, marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries. For more information, please visit www.porternovelli.com.
Reader Comments (Page 1 of 1)
Dave Schmetterer 11:00PM (11/02/2007)
There are three kinds of lies: lies, damned lies and statistics.
- Mark Twain
Reply
german_spectator 7:31AM (11/03/2007)
I appreciate the new "green movement" in the USA and I am a regular reader of your blog but as an European (from Germany) let me state just some facts:
In average every German emits 10 million tons of CO2 a year, in the USA it is about 20 million tons. The earth is predicted to cope with 2 million tons per person.
So cut off 50 percent and you will catch up, no wait, the German government just announced to cut off 40 percent till 2020 and laid out plans. It will not even cost us money instead will generate 5 billion euro.
I still think it can (and must) be done more. So do what you do, insulate your houses, do public transport, go by bike or foot, eat less meat, etc... But stop talking about this awful SUVs and this terrible CAFE thing. 35 MPG in 2020 and still complaining? You should reach more than that.
Come on ... you always claim to lead the world ...
Reply
Nils 4:26PM (11/03/2007)
Only oil depletion will save the world. I recently went to California and after seeing the extent of the oil addiction in transports, buildings, production, well, I started caring less about my personal oil consumption. Cause frankly, if I manage to use a quarter of what an American would, that doesn't mean the other three quarters aren't going to end up in the atmosphere. The sole consequence of my behaviour is that I'm helping to keep the price of oil low, cause I keep supplies high, right? So instead of doing something good for the environment, I'm giving the market more time to continue selling oil products and thus our fossil-fuel-free-world is postponed into the future, albeit only a couple seconds because of me, but probably years because of what more forward-thinking countries have been doing for the last couple decades.
The greatest discoveries are made during times when they are most needed. Radically new ideas need radical times to spawn. I say, let's burn it all, right now, cause if we don't someone else will and only our conscience will be saved, not our world. Of course, this idea only works in a world governed by the laws of the marketplace.
Reply
german_spectator 5:48AM (11/04/2007)
@Nils:
Oh very good idea. After oil comes coal. So then just kill every animal too, chop down every tree, pollute water, earth and air as much as you can. That is real environmental thinking, the marketplace will turn things around.
Energy efficiences is all what it is around. Even without a drop of fossil fuels we need to economize our resources. The marketplace is not going to do it right. You know the idee of "Tragedy of the commons"?
Reply
Nils 7:36AM (11/04/2007)
I don't mean the marketplace will solve everything. All I'm saying is that in a world governed by the marketplace, all fossil-fuels will get burnt anyway. The western world might be able to ween itself of of fossils but it sure won't stop selling the stuff before the last drop is sold, look at the Canadian oil sands. And it doesn't matter who burns it, it all ends up in the air anyway.
But do not despair, I may say stupid stuff once in a while but in my everyday life I do research work into passive housing systems (which, you as a German, surely know everything about:)) and as such that makes me one of the guys that actually do something about it, instead of pointing fingers.
"Tragedy of the commons" was an unknown concept to me, really interesting stuff, thank you wikipedia!
Reply
Nils 7:40AM (11/04/2007)
I don't mean the marketplace will solve everything. All I'm saying is that in a world governed by the marketplace, all fossil-fuels will get burnt anyway. The western world might be able to ween itself of of fossils but it sure won't stop selling the stuff before the last drop is sold, look at the Canadian oil sands. And it doesn't matter who burns it, it all ends up in the air anyway.
But do not despair, I may say stupid stuff once in a while but in my everyday life I do research work into passive housing systems (which, you as a German, surely know everything about:)) and as such that makes me one of the guys that actually do something about it, instead of pointing fingers.
"Tragedy of the commons" was an unknown concept to me, really interesting stuff, thank you wikipedia!
Reply