Green Earth Report 2019
an investigation by
GREEN EARTH REPORT 2019
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Interest in the Planet’s Future RESEARCH STRATEGY GROUP is pleased to publish this report based on April 2019 research using our Crowd Intelligence platform. The overall purpose of our investigation was to better understand how likely people are to take specific actions in their lives that will benefit the planet. Some of the actions covered are general and have longer term impact; others are very specific changes in behaviour that can have more immediate and visible impacts. “The future of life on earth depends on our ability to take action. Many individuals are doing what they can, but real success can only come if there’s a change in our societies and our economics and in our politics. Surely we have a responsibility to leave for future generations a planet that is healthy, inhabitable by all species” David Attenborough The results of the investigation confirm several things about probabilities of action related to helping safeguard the planet. The first overall conclusion is that Americans, on almost every question, see a lower probability of people taking the described planet friendly actions. This observation mirrors the lower levels of concern about environmental issues often seen in polling of Americans versus Canadians over the past several years. In a general sense, the likelihood of taking personal action is usually a function of awareness, understanding and a personal cost/benefit analysis. For example, the results show that likelihood of taking personal actions to reduce one’s carbon footprint is significantly lower than the probability of acting to reduce home energy consumption. The issue of home energy wastage is arguably better understood than what your carbon footprint is, and it is easier for people to determine how to reduce their home energy use. Finally, the benefits of this reduction are more obvious (monetary) whereas the benefits of reducing your carbon footprint are less tangible and immediate. Personal benefits to consumers are clearly key drivers influencing probability of planet friendly actions.
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GREEN EARTH REPORT 2019
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Resistance to taking some of the actions can be traced to status quo and loss aversion biases that sometimes act to depress the probability of changing long standing behaviours. We see this clearly in the results for how people transport themselves and the types of food they consume. In terms of movement patterns, we see relatively low probabilities that people will change their habits related to transportation. Both Canadians and Americans are clearly deeply wed to the automobile, despite all the evidence of environmental harm associated with this type of transportation. The automobile provides personal freedom and other benefits that outweigh planetary harm in most people’s minds. The personal cost and inconveniences of other types of transportation are generally deemed unacceptable. Likewise, despite all the press about the negative impacts that mass food production has on the environment, both Americans and Canadians indicate that there was only a low probability that people would reduce their consumption of meat, dairy and seafood. On this consumption issue, the awareness of environmental harm does not overcome our longstanding and deep-seated preference for consuming animal products. Dietary behaviours may be among the most resistant to change. With respect to animal product consumption, there was significant sentiment that responsibility for reducing consumption should fall on other people’s shoulders, and that the manufacturers themselves bore more of the responsibility than consumers for making animal food production more environmentally friendly. We see that Americans, compared to Canadians, are less likely to change the way they shop to take advantage of new circular shopping platforms. These platforms facilitate the use of reusable packaging for a range of household products. Resistance to use stems from the newness and lack of understanding of the service, the necessity to do extra work to use the service and concerns that it might cost significantly more. Although adopting reusable packaging is a desirable that creates the impression of being concerned about excess packaging, the personal costs of making the change are high and it will likely take some time to change well established shopping patterns. In terms of adoption of more environmentally friendly products, we observed several key factors at work. First of all, changes in personal behaviours can be accelerated and entrenched by legislative changes (extrinsic pressures). For example, plastic bag use at the grocery store can likely be curtailed more quickly with legislation than by relying of people to abruptly change long standing usage habits. In the same vein, companies play a key role in encouraging changes in personal action. By rewarding customers who bring their own bags, or who bring in their own coffee cups with a reduced price, companies can accelerate the adoption of new behaviours.
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In order for people to change the products they use in their home and on their bodies, the results of our investigation confirm several key drivers of the probability of change. As with more general actions, switching products is initially a function of awareness of an issue and the availability of products to address the issue. Adopting eco-friendly cleaners is seen as an existing and well understood trend so resistance tends to be lower. For newer products, in order to even be considered for use, a planet friendly product must perform at least as well and ideally better than the product currently being used. Uncertainty about product performance may hinder takeup until consumers reach a comfort level. This is highlighted in our study with new innovations such as toothpaste tablets. The highest probabilities of change were the ones that were the easiest for people to make. Usage of compostable waste bags is an example of a high probability action, in large part because it is so easy to adopt and consumers are not asked to pay a premium for the product. With almost all the personal and household products asked about there was at best only moderate willingness to pay a premium for planet friendly alternatives. A plurality of consumers in both countries may be willing to adopt the new types of products but have clear limits on how much pressure they will tolerate on their wallet to do so. Ultimately the results of our investigation confirmed that the actions most likely to be taken, were the ones that related to well understood issues, where there were extrinsic incentives to make a change, that were relatively easy changes in behaviour to make, that did not have a high personal cost (monetary or otherwise) and had tangible benefits for the individual and visible benefits to the environment.
GREEN EARTH REPORT 2019
Crowd I nte llig e n c e a s a n I n ve st i g a t i v e M e thod Crowd Intelligence research is an innovative and effective way of engaging consumers to predict the likelihood of outcomes in the social, economic and political spheres. It involves asking a “crowd” of respondents to estimate the probability that others will behave in a particular way. This approach to questioning is based on the premises contained in James Surowiecki’s seminal book The Wisdom of Crowds ( 2005). Fundamentally, it was observed that individuals can more accurately predict the behaviour of others than they can their own future behaviour. Collectively, the predictions of a “crowd” end up being generally more accurate than those of individuals. What follows is a discussion of the detailed results of the investigation.
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In the course of this investigation, we asked a sample of Canadians and Americans questions on the probability of individual action outcomes related to the following:
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General “planet friendly� actions
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Changing how we move
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Changing what we consume
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Changing how we consume
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Changing how we shop
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Changing use of personal care products
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Willingness to pay more for new planet friendly personal care products
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Changing use of household products
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Willingness to pay more for planet friendly household products
GREEN EARTH REPORT 2019
General Planet Friendly Actions We asked about several general actions that Americans and Canadians might personally take to help the planet. The accompanying chart shows the crowd generated probabilities that individuals in each country would take personal action related to each issue. The probabilities were modest at best and ranged from a high of 57% to a low of 34%. “People are aware of the need to help save our environment, but not many are willing to sacrifice to do it!” Male, US predictor Overall. Americans were less optimistic than Canadians about people taking individual actions related to the different issues. In Canada, highest probabilities were for reducing energy and water use, and reducing the use of single use plastics. The probabilities of taking these same actions were notably lower in the United States. Taking action to mitigate the loss of natural habitats and reducing carbon footprints generated the lowest probabilities for action. This is likely do to the fact that could be considerable uncertainty as to what exactly can be done at a personal level on these two issues. “Changes have already started, but we need more information to help change our way of doing things.” Female, Canadian predictor The open-ended comments reinforce the fact that people are not very sure about what concrete steps individuals can take related to overarching and complex issues like loss of natural habitats or reduction of one’s carbon footprint. In contrast, it is easier to imagine taking personal steps to reduce home energy/water consumption and the use of plastics.
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GENERAL EARTH ISSUES
% PROBABILITY THAT INDIVIDUALS WILL TAKE SPECIFIED ACTIONS CANADA
REDUCING IN HOME ENERGY USE
UNITED STATES CANADA
57%
57%
49%
REDUCING USE 57% OF SINGLE USE PLASTIC 38%
51% REDUCING IN HOME WATER USE 37%
REDUCING 47% CARBON FOOTPRINT 34% REDUCING LOSS 43% OF NATURAL HABITAT 35%
49%
57% 38%
51% 37%
47% 34%
43% 35%
UNITED STATES
GREEN EARTH REPORT 2019
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Changing How We Move Modern day transportation in developed societies is largely dominated by the automobile and the use of fossil fuel powered vehicles generally. From planes to trains to automobiles, fuel powered vehicles pose a substantial threat to the planet. As the super cites of the world continue to grow, transportation based on individual mechanized vehicles is becoming increasingly unsustainable. Their emissions account for a large percentage of the greenhouse gases emitted each year. Comprehensive efforts are being made around the world to get people out of their personal vehiclesand get them moving in different ways. Generally, most people would agree in theory that these types of changes are desirable and necessary for the health of the planet. “People should think more proactively about saving our world with environmentally sanctioned transportation practices like buying an electric car or car pooling more often.� Male, US predictor. The results of our investigation, however, confirm that old habits of movement die hard. While Canadians were more likely than Americans to see some movement habits changing, the probabilities that significant changes in the way me move are in the offing are low. Physical movement such as walking more and using a bicycle more often generate much lower probabilities in the United States than in Canada. Moderate levels of probability are seen for purchasing electric vehicles or using public transit more often in both countries. Open ended feedback supports the generated probabilities indicating that the majority of people in both countries will remain rooted in the status quo. A status quo largely characterized by our preference for fossil fuel burning freedom of individual movement. Alternatives to the automobile are simply less attractive, in some cases less available and require more effort to use.
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HOW WE MOVE
CANADA UNITED STATES % PROBABILITY THAT INDIVIDUALS WILL TAKE SPECIFIED ACTIONS CANADA
25%
18%
UNITED STATES
29%
27% 14%
37% 24%
29%
27% 25% 24% B UY ING A N U S I N G C A 18% R P O O L S USING A B IC Y C LE 14% MO RE O F TEN MO RE O F TEN E L E C T R I C V E HI CL E B UY ING A N USING C A R P O O L S USING A B IC Y C LE MO RE O F TEN MO RE O F TEN E L E C T R I C V E HI CL E
37% 24%
37% 24% USING P UB L IC TRA NSIT MO RE O F TEN USING P UB L IC TRA NSIT MO RE O F TEN
21% 37% 21% W A L K ING MORE
W A L K ING MO RE
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Changing What We Consume Over the past several years the role of agricultural production in environmental degradation and the creation of green-house gases has been the subject of considerable research and investigation. The UN noted as far back as 2006 that raising cattle was producing more greenhouse gases than the driving of automobiles. Recent estimates attribute close to 20% of all global greenhouse emissions to the raising of animal protein and related products such as dairy and eggs. While the solutions are very complex, requiring a complete overhaul of agricultural practices and land use to make livestock rearing and fishing more sustainable and planet friendly, some individuals are making the personal decision to reduce their consumption as part of the larger solution. However, the probabilities for reducing our consumption of classes of animal products are low in both countries. The highest observed probability for change was for meat in Canada. Probabilities that consumption of Dairy Products and Eggs would be reduced were quite low in both Canada and the United States. General concern about the environmental impact of the Dairy and Egg industries is at lower levels than can be seen for meat and seafood production. “People are used to certain foods in their diet and will be reluctant to change. They will be more likely to not significantly reduce their consumption and alleviate any guilt they may have by trying to consume more humanely raised and caught food.” Female, Canadian predictor The open-ended feedback confirmed that many consumers see the responsibilities for creating more planet friendly animal husbandry and seafood practices as resting with the food producers themselves. In other words, there has been a diffusion of responsibility in this area away from the individual and towards the producer. “The greatest threat to our planet is the belief that someone else will save it.” Robert Swan With respect to individual changes in food consumption, there were feelings expressed that individual efforts wouldn’t make a real difference in the larger scheme of things so why not eat what you prefer to eat. In the final analysis, it may be that most of us simply like to eat meat and related products and will not change our habits unless eventually forced to by outside circumstances.
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CANADA
UNITED STATES
WHAT WE CONSUME
% PROBABILITY THAT INDIVIDUALS WILL TAKE SPECIFIED ACTIONS
CANADA
18% 25%
20%
18%
18% E A T IN G L E SS E G G S
27%
UNITED STATES
23%
14% 29%
14% E A T IN G L E SS D A I RY
27%
18%
37%
24%
37% 24%
E A T IN G L E SS S E AF OO D
B UY ING A N USING C A R P O O L S USING A B IC Y C LE MO RE O F TEN MO RE O F TEN E L E C T R I C V E HI CL E
20%
USING P UB L IC TRA NSIT MO RE O F TEN
21%
E A T IN G L E SS M E AT W A L K ING MO RE
GREEN EARTH REPORT 2019
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Changing How We Consume “You cannot get through a single day without having an impact on the world around you. What you do makes a difference, and you have to decide what kind of difference you want to make” Jane Goodall One of the major sources of environmental impact on our planet is the use of disposable products associated with personal consumption. We asked Canadians and Americans what they felt the probabilities were that people would change the way they consume beverages and food. Specifically, how likely would people be to move away from single use items. Once again Canadians assigned higher probabilities than did Americans to the potential for changing these usage habits. Adoption of various types of reusable containers was seen as the most probable change. Americans assigned lower probabilities to adoption of reusable straws and reduced usage of disposable cutlery than did Canadians. In the case of reusable straws, there are issues around where to even buy such things, remembering to carry them and concerns related to keeping them clean and sanitary. The disposable cutlery and serving wear category is more developed in the United States. So it was not surprising to
see that Americans assign a lower probability to reducing the purchasing and use ofthese types of items. Adopting reusable beverage containers generates the highest probability and seems to be gaining momentum thanks in part to encouragement from beverage companies. “Of all these things, most people would be willing to use a reusable water bottle because it’s the easiest of all options listed here. People love their convenience and it will be difficult to change” Male, US predictor. The scale of single use plastic bottle pollution is very prominent in the news currently, acting as a reinforcer of behaviour change amongst many consumers. Adopting some of these products is seen as relatively easy compared to more general actions to help the planet or changing what we eat or how we move. The changes also serve as visible evidence that one has made a choice to try and have a positive impact. In the current climate where reducing personal waste is seen as meritorious, these types of changes have a good chance of taking hold in major segments of the population of both countries.
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HOW WE CONSUME % PROBABILITY THAT INDIVIDUALS WILL TAKE SPECIFIED ACTIONS CANADA
UNITED STATES CANADA
60%
USING U S I N G R EUREUSEABLE SABL E C O N TAI NERS WATER BOTTLES
51%
52% 39%
USING A REUSEABLE COFFEE MUG
51% 46%
O T B U Y I N G D I SP O SAB LE C U T LERY
51% 39% 38%
U S I N G R EU SABL E S T RAWS
USING REUSEABLE STRAWS
46%
31%
USING REUSEABLE CONTAINERS NOT BUYING DISPOSABLE CUTLERY
UNITED STATES
24% 46%
31% 38% 24%
GREEN EARTH REPORT 2019
Changing How We Shop “never doubt that the actions of a small committed group of individuals can change the world, indeed it is the only thing that ever has.” Margaret Mead This past January, Loop packaging announced an initiative with large packaged goods firms such as Unilever, P&G and Nestle to launch the world’s first circular shopping platform. Consumers will be able to have home delivery of iconic brands such as Tide, Haagen Daz and Crest in reusable containers. Replenishment will be automatic once you put your empty containers in the supplied Loop Tote Bag and schedule a pick up. Fresh product will be delivered in a clean reused container. HOW WE SHOP CANADA THAT UNITED STATES % PROBABILITY INDIVIDUALS WILL TAKE SPECIFIED ACTIONS CANADA
UNITED STATES
45%
45%
23%
23% SIGNING UP U FOR PR OB A BI LIT Y OF S I NAGCIRCULAR A C I R CULSHOPPING A R S HOPPIPLATFORM N G PL AT FORM
PR OB A BI LIT Y OF U S I N G A C I R CUL A R S HOPPI N G PL AT FORM
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As part of this investigation, we showed consumers a description of the service and asked what the probability was that people would sign up for it when it became available in their area. The results show that at the current time, the service has only a modest likelihood of gaining traction with consumers. Using the service will require a substantial change of shopping habits and a high level of comfort with the reliability and potential costs of the service versus the benefits of reducing packaging waste. In addition, shoppers will have to learn what products are available and remember to schedule a pickup of their empty containers. Overall, the probability of signing up based on an initial description and without knowing anything about the cost of products offered registered at 34%. Comparing the two countries, Canadians are predicted to be twice as likely as Americans to sign up for the new service. This result mirrors the well documented differences in levels of concern about climate change, sustainability, and packaging waste between the two countries. In addition, concern for the environment and about global warming is more of a partisan issue in the United States than in Canada.
GREEN EARTH REPORT 2019
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The actual cost of the products in the Loop system appears to be a major concern for consumers. When asked how likely they would be to sign up for the service if the products were the same price they were being charged in the store, probability of signing up rose to almost 60% in each country. However, probability of signing up dropped markedly in a scenario where they would be paying 10% more than they do now, particularly in the United States. “While this is a great environmentally friendly way to shop, I don’t believe most people make enough money to pay extra for anything., This is a service for people with money” Female, Canadian predictor. Many felt that although it was a good idea in principle, the service would take a while to catch on. There was some sense, particularly in the United States, that the service might be messy and unreliable and expensive for the environmental benefit realised. More research needs to be undertaken to understand consumer barriers to participating in circular shopping platforms like Loop. The eventual success of programs like this will hinge on how the process and benefits are explained to consumers in ways which facilitate the creation of sustained changes in shopping habits, especially benefits that pertain directly to the consumer (i.e. product freshness and quality). Precise understanding of price sensitivity of programs like Loop will also be required to ensure that they hit the “sweet spot” on pricing. WILLINGNESS TO PAY MORE FOR PRODUCTS WITH THE SERVICE % PROBABILITY THAT INDIVIDUALS WILL TAKE SPECIFIED ACTIONS
CANADA
UNITED STATES
57%
48%
57%
30%
W I L L IN G T10% O PA Y 1 0 % MOR E MORE
P A YMORE T H E STHAN A M E CURRENTLY A S C U R RENPAY TLY NO
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GREEN EARTH REPORT 2019
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Changing Use of Personal Care Products “If we want to move towards a low-polluting, sustainable society, we need to get consumers to think about their purchases.” David Suzuki The consumer marketplace is exploding with products being promoted as better for you and better for the planet. People are faced with a dizzying number of options for all types of personal products. In general, it appears that Canadians would be more likely than Americans to adopt the planet friendly products we asked about in place of what they currently use. Recent press about the dangers of sunscreen formulations for humans and for marine life may have driven the high probability that people in both countries will make this low risk decision to switch to the new formulations. Feminine hygiene products made from natural cotton and free of harmful chlorine have been on the market for a while now. Consumers in both countries indicated a high probability that women will adopt these alternative and improved products Probabilities for adopting the new formats for shampoo and toothpaste are modest and particularly low in the United States. “Too far fetched compared to long tradition of how to clean teeth, will it even work, will it cost more?” Male, US predictor Hair washing and toothbrushing habits will take a while to change, in spite of the fact that the new formats would significantly reduce packaging waste. Many will be reluctant to switch until they hear more about them, and they feel assured that the products will perform as well as what they currently use. Considerable resistance remains to adopting reusable cotton diapers with very low probabilities of adoption generated. The work required to clean such diapers or the bother and expense of having a diaper service make near term adoption quite unlikely. he perceived benefit to the planet is not outweighed by the inconvenience of having to clean dirty diapers
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ADOPTION OF NEW PERSONAL CARE PRODUCTS % PROBABILITY THAT INDIVIDUALS WILL TAKE SPECIFIED ACTIONS CANADA CANADA
CLOTH U S I N GC R EU C OLENDTAI NERS LO T HSABL R E UESAB I A PERS REUSABLE DIAPERS
UNITED STATES
UNITED STATES
51%
28%
39%
22%
NATURAL COTTON
74%
N A T U RAL C O T T ON C H L O RINE F R E E CHLORINE T A M P O NS FREE
63%
TAMPONS
46%
N O T B U Y I N G D I SP O SAB LE C U T LERY
31%
ORGANIC O R G A N IC R E EF S AF EREEF S U NSC REEN SAFE SUNSCREEN
61%
NATURAL COTTON
38% 63%
N A T U RAL C OU T TSON O RINE FE R ESETPRAWS A DS I N GC HRLEU SABL CHLORINE FREE
PADS
S H A BARS MPOO BA R S SHAMPOO
TOOTHPASTE T O O T H P ASTE T A B LET S TABLETS
72%
24%
35% 24%
24% 15%
60%
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Willingness to Pay More Although Americans were less positive about the possibility for adoption of most of the products, Canadians were more likely to indicate that there were high probabilities that people would not pay more than they do now for the product versions they currently use. Americans in contrast to Canadians, indicated that there was a notable probability that people would pay up to 20% + more for toothpaste tablets. Consumers in both countries generated a significant probability that people would pay a premium (20%+) for organic reef safe sunscreen. This may be in part due to concerns about direct personal or environ harm connected to the use of older sunscreen formulations. It does not appear that consumers are very willing to pay more for natural cotton chlorine free pads and tampons. Open ended comments reflected significant sentiment that women should not have to pay more for feminine protection products that are made to be safe. WILLINGNESS TO PAY MORE FOR NEW PERSONAL CARE PRODUCTS % PROBABILITY THAT CANADA INDIVIDUALS WILL TAKE SPECIFIED ACTIONS UNITED STATES
T A M P O NS
49%
N A T U RAL S HA MPOO N A T U RAL O R G A N IC R E EF COT T ON SA FE COT T ON BA R S NRAI NE T U RAL T U RALC H PA DRSI NE SF REE HA MPOO BA R S CHLO F REE S U N N LO S CAREEN NPSOCNS REEN TSAUM PA DS
45%
45%
45%
59%
45%
59%
68%
68%
64%
45%
45% CLOT H R E U SAB L E N A TDUI ARAL P E RS
62%
64%
67% 65%
62%
57%
65%
67%
64%
UNITED STATES WILL NOT PAY MORE
49%
CANADA WILL NOT PAY MORE
T O O T H P ASTE T A B L ETS
T O O T H P ASTE T A B L ETS
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GREEN EARTH REPORT 2019
Changing Use of Household Products The trend towards using household products that are more environmentally responsible is well established. The first “green” cleaning products started to appear on shelves in the late 1970s and early 80s. The initial focus was on phosphate free detergents, but green offerings gradually expanded to cover a wide range of household cleaning applications. By the early 2000s there was significant support for minimizing the use of harmful chemicals in the home. “Most consumers will eventually adopt these types of cleaning products, just as long as the product works, does what it claims to do, smells and feels nice, and is NOT too expensive. The cost has to be around the same as what they are using now.” Female, Canadian predictor As can be seen below, in both Canada and the United States there is a high probability that consumers will switch to compostable waste bags and compostable coffee pods. Both of these switches require a relatively low investment of effort and are categories where there is likely a low level of concern about the performance of the environmentally friendly alternatives. Plant based food wrap is a relatively new innovation on the market, but our research indicates a high probability that consumers will adopt it in place of plastic and other types of wraps. Educating consumers about these new wraps and driving trial to overcome uncertainty about performance will be a key condition for widespread adoption.
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ADOPTION OF NEW HOUSEHOLD PRODUCTS % PROBABILITY THAT INDIVIDUALS WILL TAKE SPECIFIED ACTIONS CANADA
77%
74%
P L A N T B A SED F O O D WRAP
80%
83%
G R E E N H O U SEH O LD C L E A NERS
UNITED STATES
86%
83%
C O M P O S TAB L E W ASTE BA GS
88%
86%
C O M P O S TAB L E C O F F EE PODS
GREEN EARTH REPORT 2019
Willingness to Pay More WILLINGNESS TO PAY MORE FOR NEW HOUSEHOLD PRODUCTS % PROBABILITY THAT INDIVIDUALS WILL TAKE SPECIFIED ACTIONS CANADA CANADA UNITED UNITED STATES STATES
WILL NOT PAY MORE Canada
U SUI N S IGN R GEU R EU SABL SABL E CEOCN OTAI N TAI NERS NERS
United States
51% 51% 53% 39% 39%
C O M P O S TA BLE C O F F EE P O D S 49%
NO NTOBTUBYUI N Y IGN D G ID SPI SP O SAB O SAB LE LE C UCTULERY T LERY
46% 46% 31% 31%
65%
C O M P O S TA BLE WA S T E B A G S 48%
U SUI N S IGN R GEU R EU SABL SABL E SETSRAWS T RAWS
38% 38% 24% 24%
64%
G R E E N H O U S E H O LD C LE A N E R S 57%
68% P LA N T B A S E D F O O D W R A P 54%
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The results indicate that while Canadians are more positive that people will adopt the types of products asked about, they are also more likely to feel that people will not pay a premium for these types of planet friendly products. Americans, on the other hand, while generating a lower probability that people would switch to compostable waste bags and coffee pods, indicated a higher likelihood that consumers would pay up to a 20% premium for them. Price sensitivity for household products, whether they are ones without claimed planet benefits or new planet friendly variants, will vary substantially based on past pricing, geography, and how the benefits of the new variants are communicated. For plant-based food wrap, consumers might be willing to pay more if they can be convinced it will help the environment and work better than plastic. “If there is a good quality product, consumers might be willing to pay more but you have to convince them that it will positively impact the environment� Female, US predictor
GREEN EARTH REPORT 2019
A Few Final Thoughts Overall, results were mixed with respect to the probabilities generated in the investigation. Canadians in most cases appeared more confident than Americans that changes in behaviour and product use will take place. The likelihood that a change will take place seems to be related to six key factors.
1.
How well the issue is understood
2.
The outside pressure or incentives present to support the change
3.
How entrenched current behaviours and attitudes are
4.
The personal effort required to make the change
5.
The personal cost associated with making the change
6.
Benefits accrued in making the change
Working this through with a few examples helps illustrate how these factors interact.
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With respect to the probability of people adopting reusable diapers, the observed probabilities were low in both countries. Although there is relatively good awareness that disposable diapers are a problem in landfills. The various costs of switching to a reusable alternative are significant. People don’t want to incur the costs and inconvenience of using as diaper delivery services. Some were not convinced that the impact of washing all the diapers wouldn’t be more than the cost of putting the disposable ones in the trash. Finally. There is little extrinsic pressure to make the change and only uncertain social benefits for the person making the change. In the case of reusable water bottles, our investigation showed a moderately high probability that people in both countries will adopt them. The issue of single use plastic waste is relatively well understood and publicized compared to some of the other things we asked about. Changing one’s behaviour to carry a reusable water bottle is not too difficult. The use of water bottles is a low involvement activity. Finally, the use of reusable water bottles provides individuals with visible evidence that they are doing something to “help the planet”. “By the end of this century, if emissions keep rising, the average temperature on Earth could go up another 4 to 8 degrees. What I’m saying is the planet’s on f***ing fire. There are a lot of things we could do to put it out. Are any of them free? No, of course not — nothing’s free, you idiots.” Bill Nye The results of our investigation highlight the need for further research and the necessity of realizing that changing behaviours to help keep our planet green is a very complicated process. A process impacted by numerous factors that can both act to suppress the likelihood of change or amplify it. What is clear of course is that we are running out of time to figure out how to best effect major changes in how we conduct our lives and care for our planet.
GREEN EARTH REPORT 2019
We are an internationally recognized research and strategy consultancy. Our focus is on conducting consumer research using innovative approaches and always producing results and recommendations to drive our client’s businesses forward. We have been in business since 1994 and have offices in Toronto, New York, Chicago and Halifax. To arrange a conversation about how we can help you with your business challenges, please contact: Chris Wiggins chriswiggins@rsginc.net
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www.rsginc.net www.linkedin.com/company/research-strategy-group-inc-/
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