Latest global consumer trend results from Greendex
The National Geographic’s 2009 Greendex survey has found a global increase in green consumer behaviour during the past 12 months. Covering 17,000 people in 17 countries Greendex is a comprehensive survey of consumer behaviour across 65 categories within key topic areas of housing, transportation, food and consumer goods. Of the 14 countries surveyed in both 2008 and 2009, 13 demonstrated an increase in environmentally friendly consumer behaviour.
With similar results to last year, top scoring countries included India, Brazil and China, demonstrating the low comparative environmental impact consumers have in these developing economies. Australia was ranked twelfth, slipping five places from last year’s seventh position despite achieving an improved Greendex score this year. Australia actually achieved one of the largest improvements, however new additions to the survey this year, such as Argentina and South Korea achieved better scores, contributing to our move down the rankings. Japanese, U.S and Canadian consumers for the second year in a row scored the most poorly.
Consumers consider their impact
Consumers the world over are increasingly considering the environmental implications of their purchasing decisions. According to the Greendex report consumers now recognise the connection between their decisions and the environment. The report found that “the percentage of consumers who say they buy certain products specifically because they are better for the environment than other products... increased in five countries in 2009, and decreased in only one”1.
It’s not just in their purchasing decisions either that consumers are exhibiting greener practices, these are also increasingly evident in their home and everyday behaviour. This year’s survey found that people in many countries are engaging energy saving and water conservation practices such as adjusting their thermostat settings (up in 11 countries), reducing their use of fresh water (up in nine countries) and washing in cold water (up in nine countries) 2.
Supply needs to meet demand
According to the report “the message to those that supply the products and services that they consume, and to those that make the rules about how they behave, is a clear one: Make the right thing, provide the right opportunities, and consumers will do the right thing”3. Lloyd Hetherington, CEO of GlobeScan said "it is critical for both (government and industry) to create more sustainable choices for consumers across the full spectrum of consuming behavior"4.
Figure 1: Changes in overall Greendex score5
References:
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‘Greendex 2009: Consumer Choice and the Environment – A Worldwide Tracking Survey’ National Geographic and Globescan, May 2009
Image:
by Dvize Creative