Canadians Won’t Quit on the Environment

The Globe & Mail recently published an article about a poll conducted by Ipsos Reid on behalf of the Dominion Institute. I found the results of the survey, and the subsequent coverage by the media, of great interest.

Among other findings, the survey found that:
- 55% of Canadians believe that serious action on climate change should NOT wait until the recession is over.
- 57% of Canadians believe that Canada should take serious action on climate change right now, even if it means higher defecits.
- 59% agree that Canada will have an environmentally-sustainable economy within their lifetime.
- 66% of Canadians agree that they are prepared to pay more for an energy-efficient product.

Good news indeed.

However, 71% of respondents agreed (but just 30% strongly) with the statement that it is more important for the Canadian government to focus on jobs than on climate change at the moment. Not surprising give the current economic “doom and gloom” in the media, and increasingly affecting the real economy. (Just imagine how much worse the Great Derpression would have been if it had come at a time of the internet and 24/7 cable news coverage)

What I found particulary illuminiating was that consumers do not necessarily see economic development/prosperity and the environment as being opposite sides of the same coin or opposing priorites. The survey found that 73% agree that the Canadian government should only adopt econoimc stimulus measures that are environmentally sustainable.

This is a critical findings, and one that will have implications for businesses of all sizes across Canada. With Canadian consumers increasingly holding the view that their Government should pursue economic development policies that do not come at the expense of the environment, can the same expecation for businesses be far behind?

The good news is that progressive companies of all sizes have found that incorporating sustainability as a key element of their business strategy is an excellent way to create a competitive advantage, increase profits while reducing its impact on the environment. And with any good strategy – it works in both good and poor economic times.

Look forward to your thoughts…

82% of Consumers Buying Green Despite Battered Economy

The above is a title to a press release recently released by Green Seal and EnviroMedia Social Marketing. I’ve included a link at the bottom of this post if you would like to read the entire article.

Unfortunately, the bold headline is not nearly as promising once you uncover some of the details within the press release.

The press release states that “four out of five people say they are still buying green products and services today–which sometimes cost more–even in the midst of a U.S. recession”. While technically true, these figures are somewhat misleading.

In the body of the press release it states that “half of the 1,000 people surveyed say they are buying just as many green products now as before the economic downturn, while 19 percent say they are buying more green products. Fourteen percent say they are buying fewer environmentally green products”.

So technically, I guess one could say that approximately 82% are consuming green despite the tough economic times (~50% + 19% + 14%)but this obscures a few important nuances…

- Those in the “half of 1,000 people” group that is “buying just as many green products as before…” may in fact be buying very few green products to begin with – they just won’t be buying less.
- Those in the “14% group” may still be buying green, but will be buying less green due to the tough economic times.

I guess the good news is that 19% of those surveyed intend to purchase more green products despite the gloomy economic outlook.

Here is the line to the full release if you are interested in taking a look for yourself.

82 Percent of Consumers Buying Green Despite Battered Economy

Look forward to your thoughts,

JKL