carbonneutraltourism.co.uk

Consumer behaviour and the environment (also see Continuum and Communispace).

JWT, an advertising agency, have produced an interesting list of things to watch out for in 2008.  They include a ‘carbon tax’, ‘climate sightseeing’, ‘eco - fatigue’ and ‘green weddings’.  Read the report here.

Tourists/travellers are now taking holidays to destinations which are under threat of disappearing.  Read more here.

GfK Roper Consulting Green Gauge is syndicated report of US consumers’ attitudes towards the environment

The Co-operative Bank’s Ethical Consumerism Report has just been published.  It’s encouraging to see that “last year, on average, every household in the UK spent £664 in line with their ethical values compared with just £366 in 2002, an increase of 81 per cent.”  Read more here.

The BBMG Conscious Consumer Report provides insight into consumer attitudes towards ‘green issues’.  The warning is that marketers and business leaders should back up their ‘eco friendly words’ with socially responsible actions or face a consumer backlash.  Read the press release on BBMG’s website.

An interesting article (Rise of the Great Green Wash) in the Sydney Morning Herald which looks at the issue of green washing. The article reports that the British advertising watchdog (I think they mean the British Advertising Authority) in September 2007 received 93 complaints about ‘green claims’ in 40 adverts compared to 10 complaints about 8 adverts in September 2006.

Perhaps, one of the first steps to encourage people to offset their carbon emissions is to make it as easy as possible.

In UK with a high percentage of people with mobile phones the World Land Trust has made a significant step in making it as easy as possible for people to pay to offset their carbon emissions. You can send an SMS and offset 53kg of CO2.

UK big business puts image and consumer pressure ahead of genuine concern for the environment, according to first major UK survey of opinion formers. London, 23 September 2007 – FOOTSIE 100 companies are going green to protect their reputation and under pressure from consumers, rather than concern for the environment, according to a UK-wide survey of opinion formers.

The Chatsworth FOOTSIE 100 green washers and green winners survey polled UK national and trade journalists, sustainability experts and political groups, in the first major survey of its kind to measure the perception of which UK companies are leading the way on sustainability issues, and which are more concerned with image over substance.

The results reveal increasing cynicism as to whether UK business is leading on environmental issues out of a genuine desire to protect the environment or if this is just greenwash aimed at creating an eco-friendly corporate image.

• The main motivation for UK companies to adopt green policies is to protect their reputation (27%) followed by consumer pressure (20%) and good business sense (18%)

• Only 1% believe genuine concern for the environment is the key driver for UK companies to adopt green policies

• Marks & Spencer (45%) and HSBC voted the top green winners – the companies making the most genuine green effort

• BP, Tesco and British Airways considered to be most guilty of ‘greenwash’ by respondents

• BP, Tesco and Marks & Spencer have the highest profile and most effective green publicity campaigns in terms of coverage

• Majority of respondents (75%) believe it is better for big business to own up where they are not green and show willing to make any changes

Nick Murray-Leslie, Director, Chatsworth Communications comments: “The views of the people polled influence millions of consumers across the UK, who will ultimately vote with the purchasing decisions they make.

Green-fatigue is setting in and companies need to rethink the way they communicate their sustainability programmes. Many opinion formers appear to be losing faith in the real intentions of UK corporates to meet their sustainable objectives and many detect more than a faint whiff of insincerity from the FOOTSIE 100 and its commitment to sustainable practices.

Perceptions as to the sincerity and effectiveness of corporate green campaigns are closely linked to sector. No matter how hard oil companies or airlines try to improve their green credentials, their efforts are always likely be perceived as greenwash, as they are ultimately still big net polluters.

It clearly isn’t enough to be making the right noises if they’re not backed up by what are perceived to be genuine, positive actions. Some companies are viewed by the commentators we surveyed as having operations which will always be incompatible with a sustainable agenda, irrespective of how these companies try to argue otherwise.

The amount being invested in terms of marketing and public relations on sustainability could probably buy you a large wind farm. Trusted companies are those which are perceived to be green on the inside, not just on the outside and their messages on green issues are just part of the work they are doing across their entire operations and not an end in themselves.

It is vitally important to these brands that they are believed and trusted by their customers on green issues. Customers will hold their promises to account and UK companies need to be committed to the long term.

There are many innovative examples of where UK business has risen to the challenge of ensuring their operations are sustainable and limit damage to the environment and some real progress is being made.

We hope the results of this survey will provide a timely reminder to UK business that their commitment to the environment needs to be sustained and genuine to convince the public and the opinion formers who influence them.”

For a full copy of the survey report, further commentary or interview, please contact:
Matthew Austin
Chatsworth Communications
Tel: + 44 (0)20 7681 4070
E-mail: contact@chatsworthcommunications.com

A little bit about Chatsworth Communications
Chatsworth Communications is a UK-based communications and research team founded by former journalists, researchers and corporate communications experts.

The team advises a range of clients on their communications, with a focus on corporate social responsibility and marketing, across the business to business, financial services, technology and industrial sectors.
Our head office is in Clerkenwell, London, at the hub of the international news media and the City’s financial community. We retain and work with satellite partners in Beijing, Tokyo, Hong Kong, Seoul, New York and Singapore to deliver a full international offering for our clients.

Visit Chatsworth Communication’s website here.

I have just come across HSBC’s Climate Confidence Index, a survey which questioned some 9,000 people from around the world.  The survey looked at people’s attitudes towards the issue of climate change and it will be repeated annually until 2011.  It will be interesting to see how views, attitudes and opinions change over the coming years.

There are some revealing views gathered from the survey.  ‘Climate change and how we respond to it are among the biggest issues I worry about today’ amongst people from the UK only 22% respondents thought it was the ‘amonst the biggest issues they worry about today’, compared to 58% in Brazil and 60% in India.  This level of concern from UK respondents goes some way in explaining the results in my poll below!

The HSBC Climate Confidence Index report can be downloaded by clicking here (opens as a pdf document).