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consumersinternational.org
Who is Responsible for Building
Carbon Consciousness?
Luke Upchurch
Consumers International
17 March 2010
consumersinternational.org
About Consumers International
• Global federation of consumer organisations
• Over 220 member organisations in 115 countries
• Independent and not-for-profit
• Global research and campaigns through and for our members
consumersinternational.org
consumersinternational.org
CI on climate change
• Ongoing campaigns on sustainable consumption, access to energy and green claims
• Leading NGO participation in the Marrakesh process and UNCSD
• Research into what assures consumers on climate changes.
consumersinternational.org
consumersinternational.orgconsumersinternational.org
What is the state of consumer ‘climate consciousness’?
consumersinternational.orgconsumersinternational.org
Development of carbon consciousness is challenged by perceptions of:
Political mistrust
Scientific doubt
Economic uncertainty
consumersinternational.orgconsumersinternational.org
What is the state of consumer ‘climate consciousness’?
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Fra
nce
UK
Spain
Germ
any
Sw
eden
India
Mexic
o
Arg
entina
Bra
zil
Russia
Chin
a
US
Japan
Austr
alia
Hungary
Canada
2008 2009
% who agree or strongly agree that “The environmental movement is a passing fad”
Source: National Geographic Greendex/nVision 2009
consumersinternational.orgconsumersinternational.org
Gre
ece
Slo
ven
ia
Fra
nce
Hu
ng
ary
Be
lgiu
m
Sp
ain
Au
stri
a
Cze
ch R
ep
Lu
xem
bo
urg
Cyp
rus
Ne
the
rla
nd
s
Slo
vaki
a
Ita
ly
Bu
lga
ria
Fin
lan
d
Sw
ed
en
Lith
ua
nia
La
tvia
Ge
rma
ny
Ro
ma
nia
Ma
lta
Po
lan
d
UK
Po
rtu
ga
l
Est
on
ia
De
nm
ark
Ire
lan
d
EU
270%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
110% May-08 Sep-09
Corporations and climate change% who believe corporations and industry are not doing enough to fight climate change, by country
Source: Eurobarometer/nVision 2009
consumersinternational.orgconsumersinternational.org
CI research - What assures consumers on climate change?
66% of consumers in the US and UK believe everyone needs to take responsibility for their personal contribution to global warming
But… two thirds of consumers demand that governments and businesses take a stronger role
Much potential consumer action is prevented due to feelings of disempowerment and demotivation.
consumersinternational.orgconsumersinternational.org
Belief in the impact of one’s purchasing decisions is
6 times
more reliable as an indicator of consumer actionthan environmental concern.
consumersinternational.orgconsumersinternational.org
95% of consumers said they would “buy green”, even though only 75% knew what a green product was.
consumersinternational.orgconsumersinternational.org
consumersinternational.orgconsumersinternational.org
Companies to commit publically to ethical marketing when it comes to green claims. Follow agreed codes of practice.
Governments to approach green claims as they do tobacco or junk food advertising.
Consumer groups to act as a watchdog on green claims.
consumersinternational.orgconsumersinternational.org
Confusion reigns!!! We need clarity and consistency
consumersinternational.orgconsumersinternational.org
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
De
nm
ark
UK
Fra
nce
Gre
ece
Sw
ed
en
Ge
rman
y
Fin
lan
d
Po
rtu
gal
Sp
ain
Au
str
ia
Italy
Be
lgiu
m
Ne
the
rlan
ds
Ire
lan
d
Esto
nia
Po
lan
d
Ro
man
ia
Lith
uan
ia
Hu
ng
ary
Latv
ia
Cyp
rus
Slo
vakia
Malta
Slo
ve
nia
Cze
ch
Re
p
Bu
lgari
a
EU
27
“Should a label indicating a product’s carbon footprint be mandatory in the future?”% who agree, by country
Source: Eurobarometer/nVision 2009
consumersinternational.orgconsumersinternational.org
Companies need to show clarity on labels so consumers know what is covered.
Appeal to mainstream and avoid chasing niche consumer-types.
Government must lead on choice editing to remove high GHG products from the start. Lead on legislative framework.
All must work towards standardised, mandatory information.
consumersinternational.orgconsumersinternational.org
What is the state of consumer ‘climate consciousness’?
consumersinternational.orgconsumersinternational.org
A coordinated approach
National action plan Global frameworks
Industry codesNutritional profiling and reductions
Lifestyle campaignsMarketing restrictions
labelling
Behavioural change
consumersinternational.orgconsumersinternational.org
How do consumers relate to climate change issues?
Source: Consumers International/Globescan, 2007