ETUDE FACT présentation ecologie energie

December 2010

• Online surveys (3 to 4 per year)

• National universe; total 18-54 years or PRP 18-54

• 1.000 or 2.000 interviews

• Consumers’ behaviours and their evolution

• Current events or specific themes

• Solutions of communication and strategies of means

• New or complementary figures

FACT : good insights, better value

August

September October2009

Impact of the

crisis on

spending

Banks &

financial

products

July

Post-

recession

consumer

Specialized

stores

May2010

ISDR

In-store

decision rate

September

Ecology &

energy

savings

Keen on green !

Good things are in store for you !

Contents

Do we suffer from green « fatigue » ?

You said « ambivalent » attitudes ?

Ecology is more and more attractive !

Fill up with information, please !

Are all ecologists equal ?

Let‟s talk with eco-consumers !

Conclusions

Do we suffer from

green « fatigue » ?

“Eco-scepticism” will not pass !

DETRACTORS & SCIENTISTS

Questioning of the global warming

COMPANIES

Sustainabledevelopment

is obvious

POLITICIANS

Too many words, not enough

actions !

750.000 Belgian families participated

in 2010

(500.000 in 2009)

CITIZENS & CONSUMERS

Awareness & mobilization !

God save the green !

National universe ; 18-54 years ; July 2010 ; % strongly agree + % rather agree

23%

40%

42%

54%

63%

82%

88%

I think that this debate around the environmental protection and energy

savings is exaggerated

My personal habits do not carry a big damage to the environment

Environmental protection and energy savings are arguments of sale

I pay attention to brands that are making efforts for environmental

protection

It belongs in companies, more than in citizens, to save energy and to

take measures to...

Our consumption exhausts the resources of the planet

I try to make my personal contribution to the safeguard of…

You said « ambivalent

attitudes » ?

Consumers have the energy to save energy !

National universe ; 18-54 years ; July 2010

69% 63% 59%

9%10% 10%

19% 25%21%

Electricity Water Heating

have begun

to reduce their

consumption

intend

to reduce their

consumption

find it impossible

to reduce their

consumption

don’t know

Belgians are

among the biggest

consumers of energy

in Europe but…

Consumption behaviours

60% to 70%

intend to reduce even more

their consumption

in the next months

96%consumers

(at least one means)

9 means / individual

DAILY HABITS

95%consumers



CONCRETE ACTIONS

86%consumers



Eco-consumers are on the move !

National universe ; 18-54 years ; July 2010 ; means used to reduce energy expenditures

10 tested items

11 tested items

Means used

during the last

12 months

75%consumers



DAILY HABITS

42%consumers



CONCRETE ACTIONS

65%consumers



11 tested items

10 tested items

NEW means

which will be

used during the

next 12 months

From simple actions today…

National universe ; 18-54 years ; July 2010 ; means used to reduce energy expenditures (top 10) ; last 12 months

49%

50%

54%

54%

63%

64%

64%

71%

73%

76%

During the last

12 months

Use of energy saving lamps

Turn off lamps more often

Stop letting run the water

Swich off devices

Dry clothes outside

Use of economical washing programs

Reduce heating

Use the night rate

Maintenance of the boiler

Buy energy saving appliances Action

Daily habit

35%

37%

54%

54%

63%

64%

64%

71%

73%

76%

Reduce baths of washing

Reduce bulbs

Use the night rate

Reduce heating

Economical washing programs

Dry clothes outside

Switch off devices


Turn off lamps more often

Energy saving lamps

Last 12 months

“Daily habits” today…

July 2010 ;18-54 years ; national universe ; means used to reduce energy expenditures (last 12 months)

“Actions” today…

8%

12%

17%

19%

19%

33%

35%

40%

49%

50%

Install solar panels

Conduct energy audit

Change of supplier

Altenative heating

Buy a new boiler

Insulation works

Recycle rainingwater

Better heating control

Buy energy saving appliances


Last 12 months

July 2010 ; 18-54 years ; national universe ; means used to reduce energy expenditures (last 12 months)

…to more sophisticated means tomorrow !

National universe ; 18-54 years ; July 2010 ; means used to reduce energy expenditures (top 10) ; next 12 months

Action

Daily habit

13%

15%

15%

16%

16%

18%

19%

21%

21%

23%

During the next

12 months


Achieve insulation works

Use of energy saving lamps

Change of supplier


Buy a new boiler




Alternative heating

35%

37%

54%

54%

63%

64%

64%

71%

73%

76%

10%

9%

9%

10%

7%

9%

11%

6%

7%

15%

Reduce baths of washing

Reduce bulbs

Use the night rate

Reduce heating

Economical washing programs

Dry clothes outside

Switch off devices


Turn off lamps more oftn

Energy saving lamps

Last 12 months

Next 12 months

“Daily habits” today & tomorrow…

July 2010 ;18-54 years ; national universe ; means used to reduce energy expenditures

8%

12%

19%

19%

17%

40%

35%

33%

50%

49%

18%

19%

15%

16%

21%

11%

16%

21%

13%

23%



Altenative heating

Buy a new boiler

Change of supplier

Better heating control


Insulation works



Last 12 months

Next 12 months

“Actions” today & tomorrow…

July 2010 ; 18-54 years ; national universe ; means used to reduce energy expenditures

Drivers set more limits to ecology !


21%

30%

32%

48%

59%

59%

64%

I try to put car sharing into practice

I'm ready to pay more for a "greener" car

I prefer petrol engines to diesel engines

I use as much as possible other means of transport

I appreciate brands that invest in manufacturing more ecological

models

I'm in favour of the small models which are less polluting

I reduce my car journeys as much as possible

Drivers are less “aware” !

National universe ; 18-54 years ; main drivers ; July 2010

37%

84%

I know the CO2 emission of my car

I know the fuel consumption of my car

Ecology is

more and more

attractive !

Consumers under pressure

National universe ; 18-54 years ; July 2010 ; perception of the evolution of the costs during the last past year

10

19

22

9% 3%

51%

Prices increased

moderately

Prices

decreased

Prices

remained stable

Prices increased

slightly

86% pay attention to

their energy consumption

because of the crisis

Prices increased

strongly

22

31

25

7% 10%

78%

16

29

38

5% 6%

83%

Heating oil Water, gas, electricity Fuel car

Drivers worry about their wallet !

National universe ; Main drivers ; 18-54 years ; July 2010 ; criteria considered when purchasing a new car

Fuel consumption 76% 75% 66%

CO2 emission 52% 49% 39%

Particles filter 38% 32% 25%

diesel engine

Financial benefits 74% 69% 79% (!)

« clean » vehicle

Search for

information

Comparison of

brands or

models

Give up one‟s

favourite car

Purchase of a new car

(!) depends on price & benefit

Which bonus for a « clean » vehicle ?

National universe ; main drivers ; 18-54 years ; July 2010

5%

14%

36%

24%21%

250-500 € 500-1.000€ 1.000-3.000€ > 3.000€ I don't give up

« I am ready to give up

my favorite model/brand

if the financial benefit

represents… »

Bonus doesn‟t interest drivers of big cars

19%

13%

20%

16%

20%

20%

44%

31%

53%

21%

< 10.000€

10.000-12.499 €

12.500-14.999€

15.000-17.499€

17.500-19.999€

20.000-24.999€

25.000-29.999€

30.000-39.000€

> 40.000€

Total

National universe ; main drivers ; 18-54 years ; July 2010

« I would not give up

my favourite car

whatever the financial

benefit… »

Pri

ce

of

ne

w c

ar

Fill up with

information,

please !

What could make me change my habits ?

National universe ; 18-54 years ; July 2010 ; measures to encourage new habits ; % strongly convincing + % rather

convincing

RULES 54%

EXTRA-LEGAL 67%

INFORMATION 70%

PROFIT 90% Ex : bonus or allowance, tax

reduction, …

Ex : standards for heat

insulation, certificate of

energy performance, …

Ex : specific services such as

brochures, information

offices, websites, ...

Ex : « eco-chèques », …

Responsible consumption : we want to know !

National universe ; 18-54 years ; July 2010 ; means of information about responsible energy consumption

17%

18%

29%

39%

52%

62% searched for information

during the last

12 months

Websites

Brochures

Magazines (authorities or companies)

« Guichets de l’énergie » (South only)

Exhibitions

16%

24%

24%

31%

44%

60% will search for information

during the next

12 months

Websites

Brochures

Magazines (authorities or companies)

« Guichets de l’énergie » (South only)

Exhibitions

Used

in t

he p

ast

Favourite

in t

he f

utu

re

Awareness campaigns : we want more !


30%

52%

65%

80%

82%

Awareness campaigns are too numerous & we are now sufficiently informed about the

risks for the planet, the measures for environmental protection and the methods

to reduce energy consumption

Awareness campaigns are not clear enough; we do not always understand very

well what we hear

Awareness campaigns are not varied enough; they do not inform us about the

wide range of possible solutions for environmental protection & energy savings

It's useful to relaunch regularly awareness campaigns about environmental protection & energy savings; we quickly forget good

behaviours and we return easily to our former habits

Energy saving equipments, bonus from public authorities, rules… evolve all the

time; it's useful to be continuously informed by campaigns in the media

Awareness campaigns : we want more !

July 2010 ; 18-54 years ; national universe ; % strongly agree + rather agree

30%

Awareness

campaigns are too

numerous, we are

now sufficiently

informed

30%

It's useful to be

continuously

informed by

campaigns in the

media

82%

Awareness campaigns : which message ?

65%

July 2010 ; 18-54 years ; national universe ; % strongly agree + rather agree

2%

14%

20%

26%

28%

28%

35%

37%

49%

63%

Awareness campaigns : which media ?

July 2010 ; 18-54 years ; national universe ; advertising campaigns about responsible energy consumption

2%

17%

19%

31%

35%

41%

42%

43%

50%

64%television

RECALL

LAST 12 MONTHS

websites

magazines

folders

dailies

radio

freesheets

direct mail

cinema

outdoor

PREFERED MEDIA

TOP 3

television

websites

dailies

folders

radio

mag.

freesheets

direct mail

cinema

outdoor

Drivers are also seeking information !


59%

57%

We are not enough informed about "green cars" that already exist

Hybrid cars are a solution for the future to protect

the environment

Are all

« ecologists»

equal ?

14%

25%22%

16%13%

10%

Green leader

Green pragmatic

Green minded

Green observer

Green insensible

Green detractor

How do you feel « green » ?

61% 77%

July 2010 ; 18-54 years ; national universe

G. leader G. pragmatic G. minded G. observer G. insensible G. detractor

Profondes

convictions

Concerné Adhésion aux

idées « vertes »

Reconnaît les

danger que nos

habitudes font

courir à la planète

Indifférent Ecologie remise

en question

Engagé et

responsable

Démarche

guidée par la

volonté de

réaliser des

économies

Davantage un état

d’esprit que des

actions

quotidiennes

Implication plus

faible

Sa consommation

personnelle ne

porte pas

préjudice à la

planète

Prêt à modifier

ses habitudes et

à dépenser plus

pour contribuer à

la sauvegarde de

la planète

Fait preuve de

rigueur mais est

ouvert à la

dépense en cas

de profit à long

terme

Quelques gestes

accomplis au

quotidien mais

pas de vision à

long terme

Ne remet pas

sa façon de

vivre en cause,

ne change pas

ses habitudes

N’est prêt à aucun

renoncement au

nom de l’écologie

Très attentif aux

marques qui

réalisent des

efforts en

matière

d’écologie

Prête fortement

attention aux

marques

« vertes »

Apprécie les

marques qui

réalisent des

efforts sans les

rechercher à tout

prix

Moins d’intérêt

pour les

campagnes de

sensibilisation

Imperméable

aux infos

relatives à

l’écologie

Agacé par le

débat autour de

l’écologie

How do you feel « green » ?

-40,0%

-30,0%

-20,0%

-10,0%

0,0%

10,0%

20,0%

30,0%

40,0%

Green leader Green pragmatic Green minded

Green observer Green insensible Green detractor

Our consumption

exhausts the

resources of the

planet

Personal

contribution to the

safeguard of the

planet

Pay attention to

brands that are

making efforts for

environmental

protection

Eco-clusters and some attitudes...

Invest now in

energy savings

equipment

expenses will

decline later

Avg = 82% Avg = 88% Avg = 54% Avg = 72%


Eco-clusters and media campaigns…

-50%

-40%

-30%

-20%

-10%

0%

10%

20%

30%

« Good behaviours »

quickly forgotten

need for regular

campaigns

(avg = 80%)


-50%

-40%

-30%

-20%

-10%

0%

10%

20%

30%

Equipments, rules,…

evolve all the time

need for continuous

information

(avg = 82%)

Green detractor

-40,0

-30,0

-20,0

-10,0

0,0

10,0

20,0

30,0

40,0

Green leader Green pragmatic Green minded Green observer Green insensible Green detractor

I reduce my car

journeys as

much as

possible

Eco-clusters and the car...

Avg = 64% Avg = 59% Avg = 57% Avg = 30%

July 2010, 18-54 years National universe

Avg = 59%

I prefer small

models which

are less polluting

Hybrid cars are

a solution for the

future

I‟m ready to pay

more for a

„greener‟ car

I appreciate

brands that invest

in more ecological

models

14%

25%

22%

16%

13%

10%

Green sceptic

Green insensible

Green observer

Green minded

Green pragmatic

Green leader

Who are those « green minded » ?

61%

July 2010, 18-54 years National universe

Sex Education Soc. groups

14% 13% 15% 13% 16% 16% 12%

25% 23%26% 26% 24% 25%

25%

22% 24% 21%18%

26% 24%19%

16% 12%19%

21%11% 12%

23%

13%13%

14%13% 14% 14% 12%

10% 14%5% 10% 10% 9% 10%

Men Women Low High SG 1-4 SG 5-8

60% 62% 57% 66% 65% 56%

detractor

National universe ; 18-54 years ; March 2010

Who does pay attention to brand promises ?

117

114

70 80 90 100 110 120

100

I‟m ready

to pay more

for durable products

75

71

SG1-4SG5-8

I‟m ready

to pay more

for products from

socially responsible…

The Belgians have the

« green attitude »

Actions now join the thought !

Consumers are on high alert !

Crisis, evolution of the energy bill, …

Consumers are receptive to information !

They will reduce costs & consumption

It‟s time to hammer new habits into them !

Conclusions

Ecology : more than

a fashion !