News tagged Environment
Your Mom was Right- Turn Off the Light!
February 8th, 2012Six in ten (61%) Americans describe themselves as knowledgeable about energy issues, including sources of electrical power and energy efficiency, according to results of a Harris Poll. This is relatively unchanged since 2009 when 59% of Americans described themselves as knowledgeable about energy issues.
Knowledge Varies by Region, Gender
Energy knowledge varies by region and age with Americans in the East (67%) and West (64%) and those older than the age of 65 (65%) most likely to say they are knowledgeable. Three-quarters of men (75%) say they are knowledgeable about energy issues, while less than half (47%) of women say the same.
Most See Solar, Wind Benefits Outweighing Risks
When it comes to sources of energy, the public indicates that the benefits outweigh the risks for wind (75%) and solar power (77%). Natural gas (64%) and geothermal (52%) resonate as beneficial while there is less certainty about the benefits of nuclear (42%) and coal (38%). These views compare to 2009 when at least two-thirds of Americans said that when used, the benefits of solar (82%), wind (78%) and natural gas (66%) outweighed any associated risks.
In 2009, two in five Americans (42%) said the risks of using coal outweighed the benefits while 36% believed the benefits outweighed the risks. Further, almost one-quarter of Americans (22%) said they were not at all sure. Today, that view has not changed very much as 38% say benefits outweigh risks, but 43% believe the risks outweigh the benefits; those unsure has dropped to 19%.
In terms of nuclear power, less than half of Americans (42%) say the benefits outweigh the risks of nuclear energy while 21% are not at all sure and 37% say the risks outweigh the benefits. This poll was taken before the recent earthquake-related nuclear plant crisis in Japan. In 2009, the view on nuclear power was similar, as 44% of Americans said the benefits outweighed the risks and 34% believed the risks outweighed the benefits.
Turning Off Electricity Most Popular Conservation Tactic
Eight in ten Americans (84%) say they turn off lights and appliances when not in use to conserve energy. Americans are also replacing incandescent bulbs with fluorescent bulbs (60%), using power strips (60%), using low-wattage bulbs (56%), purchasing Energy Star appliances (53%), and reducing hot water usage (51%).
However, when it comes to more complex tasks such as weather stripping, sealing gaps and installation of products, the responses drop to between 29% and 38% for each behavior. Even fewer (11%) conduct home energy evaluations or audits. The overwhelming majority of respondents take at least one energy-conserving measure, as only 5% say they engage in none of these activities.
46% Worry about Energy
The US public is more concerned today than a year ago about “the availability and affordability of energy,” according to a Gallup poll. Forty-six percent of Americans now say they worry about this a great deal, up 21% from 38% in March 2010. Gallup historical analysis shows today’s level of concern is not extraordinary (the high in the past 10 years was 48% in 2006), but is roughly tied with other high points seen since 2001.
Sources: Harris Poll conducted February 2011; ComScore 2012
The Power of Solar (In the Consumer’s Mind)
June 11th, 2011Six in ten (61%) Americans describe themselves as knowledgeable about energy issues, including sources of electrical power and energy efficiency, according to results of a new Harris Poll. This is relatively unchanged since 2009 when 59% of Americans described themselves as knowledgeable about energy issues.
Knowledge Varies by Region, Gender
Energy knowledge varies by region and age with Americans in the East (67%) and West (64%) and those older than the age of 65 (65%) most likely to say they are knowledgeable. Three-quarters of men (75%) say they are knowledgeable about energy issues, while less than half (47%) of women say the same.
Most See Solar, Wind Benefits Outweighing Risks
When it comes to sources of energy, the public indicates that the benefits outweigh the risks for wind (75%) and solar power (77%). Natural gas (64%) and geothermal (52%) resonate as beneficial while there is less certainty about the benefits of nuclear (42%) and coal (38%). These views compare to 2009 when at least two-thirds of Americans said that when used, the benefits of solar (82%), wind (78%) and natural gas (66%) outweighed any associated risks.
In 2009, two in five Americans (42%) said the risks of using coal outweighed the benefits while 36% believed the benefits outweighed the risks. Further, almost one-quarter of Americans (22%) said they were not at all sure. Today, that view has not changed very much as 38% say benefits outweigh risks, but 43% believe the risks outweigh the benefits; those unsure has dropped to 19%.
In terms of nuclear power, less than half of Americans (42%) say the benefits outweigh the risks of nuclear energy while 21% are not at all sure and 37% say the risks outweigh the benefits. This poll was taken before the recent earthquake-related nuclear plant crisis in Japan. In 2009, the view on nuclear power was similar, as 44% of Americans said the benefits outweighed the risks and 34% believed the risks outweighed the benefits.
Turning Off Electricity Most Popular Conservation Tactic
Eight in ten Americans (84%) say they turn off lights and appliances when not in use to conserve energy. Americans are also replacing incandescent bulbs with fluorescent bulbs (60%), using power strips (60%), using low-wattage bulbs (56%), purchasing Energy Star appliances (53%), and reducing hot water usage (51%).
However, when it comes to more complex tasks such as weather stripping, sealing gaps and installation of products, the responses drop to between 29% and 38% for each behavior. Even fewer (11%) conduct home energy evaluations or audits. The overwhelming majority of respondents take at least one energy-conserving measure, as only 5% say they engage in none of these activities.
Gallup: 46% Worry About Energy
The US public is more concerned today than a year ago about “the availability and affordability of energy,” based on a recent Gallup poll. Forty-six percent of Americans now say they worry about this a great deal, up 21% from 38% in March 2010. Gallup historical analysis shows today’s level of concern is not extraordinary (the high in the past 10 years was 48% in 2006), but is roughly tied with other high points seen since 2001.
Red, White and Green
June 11th, 2011Large majorities of Americans support alternative energy regulations, although a smaller majority believes that global warming and offshore drilling support is increasing.
Fuel Efficiency Seen as Most Important
When asked about alternative energy policy, 79% of US adults want requirements for better fuel efficiency, and 74% want more funding for alternative energy. Smaller majorities want more mass transit funding (63%) and more tax incentives for hybrid/electric vehicles (60%). Alternative energy does not necessarily mean “green” energy, as 45% want to promote more nuclear power use.
60% Believe in Global Warming, Fewer Say It’s Man-Made
Fifty-nine percent of US adults say there is solid evidence that the Earth’s average temperature has been getting warmer over the past few decades. However, only 34% believe it is due to human activity. While these figures have changed little from 2009, in July 2006 much higher percentages both believed in global warming (79%) and human activity being responsible (50%).
1 in 3 Say Global Warming is ‘Very Serious’
About one-third (32%) of US adults say global warming is very serious, while another 31% say it is somewhat serious and 16% say it is not too serious. 18% say global warming is not a problem at all.
These figures are also little changed from last year, but show a marked decrease in concern about global warming since July 2006. At that time, 43% said global warming is a very serious problem, and only 9% said it is not a problem.
Less than Half Want Government Action
Forty-six percent of US adults want government action regarding global warming, down from 61% in July 2006. Interestingly, the percentage not wanting government action remained almost flat (26% in July 2006 and 29% in October 2010). However, the percentage saying global warming is not a problem jumped from 10% to 21%.
More Green Means More Green
June 11th, 2011Consumers in the US are willing to pay more for a variety of products that are environmentally friendly, or “green,” and 90% say they have incorporated some level of “greenness” into their daily lives.
Though a relatively small percentage (8.8%) consider themselves to be 100% green, most are aspirational green, having incorporated at least a few environmentally friendly behaviors into their daily life, the study found.
Green Commands Premium Prices
Consumers are willing to pay a premium for products they know are made out of green organic materials. Not surprisingly, aspirational green and 100% green consumers are the most willing to pay a premium:
- Aspirational green consumers are most willing to pay a premium for food and household products they know to be green, including produce (66.6%), juices and other bottled drinks (61.1%), household cleaners (59.2%), laundry detergents (58.7%), and packaged food (58.2%).
- Among the 100% green respondents, more than 80% are willing to pay a premium for all product categories, including food, garden/landscaping supplies (84.4%), home improvement supplies (84.0%), bedding (83.3%), and health and beauty products (82.0%).
Internet Best for Info
Nearly four in 10 (39.4%) respondents say the internet is the best source of information on green products and practices, followed by TV (18.4%), friends and family (9.2%), newspapers (7.1%), magazines (6.5%), and books (4.6%). Additionally, while men search for information on alternative energy and green technologies, women look for healthy recipes, recycling, simple living, and natural remedies.
Ad Claims Meet Skepticism
More than half (56.6%) of all respondents believe – at least to some extent – advertising claims that promote a product as green or environmentally friendly. However, one-fourth (25.1%) do not believe the claims or find them confusing or misleading, and only one in 10 (10.0%) say they never believe green claims made in an ad.
In terms of results based on respondent “greenness,” two-thirds (67.5%) of aspirational green consumers believe green claims in advertising, compared with 58.2% of 100% green respondents, and 32.3% of consumers who are not green at all. Interestingly, women in all key age segments are more likely than men to purchase a product that is advertised as being green or environmentally friendly. However, men still lead women for being completely green, 12.1% vs. 5.3%, respectively.
Motivations Differ
There are interesting and distinct difference in the motivation to go green between aspirational greens and those self-identified as 100% green. While aspirational greens point to working for a better environment (61.3%) as the reason for incorporating environmentally friendly behaviors into their daily lives, only 38.1% of 100% greens point to this cause. The reasons for being green, among respondents who are 100% green:
- To live a better quality of life (36.6%)
- It’s good for the community (35.4%)
- The desire to make a difference (32.9%)
- To set an example for others to follow (31.5%)
Among this all-green segment, being green identifies a lifestyle rather than personal activity.
Additional Research
A recent report from Environmental Leader and Watershed Publishing found that consumers are rewarding companies that use so-called “green marketing” tactics and are willing to pay more for the same product when it is presented with an environmentally friendly message.
The in-depth report, “Green Marketing: What Works & What Doesn’t – A Marketing Study of Practitioners,” also revealed that increased spending on green advertising and marketing is, in many cases, the result of firms finding distinct additional marketing and advertising advantages with green messages.
What does it all mean?
We see that the green minded consumer is consistently turning to online and digital sources to find information about brands and companies. To this end, smart well planned communication planning which supports how the green consumer researches and connects with brand information is critical.