• Number of UK consumers who are personally concerned about what they can do to protect the environment increased by 33% over past two years and at highest level for two decades
• Businesses & Government presented with real opportunity to transfer consumer concern into concerted action despite challenge of economic downturn

Future Foundation, London July 3rd 2008, Despite fears that green shopping or living would become a casualty of the financial squeeze; consumers remain eager to become greener citizens. In fact, recent findings from the Future Foundation’s biannual quantitative survey reveals that 73%  of UK consumers still have significant concerns about what they can do personally to protect the planet – a sharp rise of 33% over the last two years. An additional research project led by the Future Foundation entitled “Climate Change and Brands”, revealed there is a clear willingness for greener living with exactly the same percentage of consumers - 73%  - wanting a tax reduction on green products. This shows that there is only so far consumers will go without intervention at a Governmental and business level in their bid to become environmentally friendly.

“Consumers are looking for guidance on how environmental and economic issues can work in tandem,” comments UK MD Christophe Jouan. “Their willingness to make a difference even when times are hard is very encouraging and it’s revealing that the findings from this study show us that almost half, 46%,  of UK consumers would be agreeable to having a limited choice to ensure that the purchase of green goods becomes easier. However, we should recognise that the results also show us that the consumer’s natural instinct when times are hard is to adopt green initiatives that are most likely to save them money. Businesses have an initial responsibility to help educate the consumer and drive change on a bigger scale.”

When times are hard consumers will spend and consume less, consequently it is likely that cost will remain a major barrier to consumers when making green choices. So, although consumers show signs that they would be willing to sacrifice freedom of choice by asking businesses not to stock products that are damaging to the environment, they expect competitive pricing attached to their green basket of goods.  Not surprisingly, the current economic climate has forced a definite downward trend as to how much the consumer would be prepared to pay for that limited choice which goes some way to explaining this trend.  In 2007, 51%  of consumers would have been willing to pay as much as 10% more for grocery items which were not harmful to the environment. However, in 2008 only 31%  make the same claim and 36%  of UK consumers have cited that they would like financial incentives to do more.

All of these findings point to the fact that the consumer considers going green to be a shared responsibility and that, without intervention, it is unlikely they will ever fully embrace a greener lifestyle.  In fact 71% of UK consumers feel that the Government should be responsible for tackling green issues, followed by businesses, 60%, and then them as individuals, 55% . If businesses fail to take the lead in this area the Future Foundation’s research show there could be a serious consequence of consumer disillusionment, which could further limit tangible consumer action. 72%  of UK consumers cited that businesses should take the issue of climate change more seriously and only 12%  trust private sector groups when it comes to taking advice on the green agenda, the findings actually highlight a worrying trend in consumer disillusionment already.

Christophe Jouan concludes: “It is encouraging that the average consumer still wants to take positive steps towards a greener lifestyle. The point of disconnect comes in the fact that the consumer is looking to businesses and the Government to advise them and help them to follow the best course of action rather than take responsibility for their actions themselves and this needs to change. The take out is that those in power need to first acknowledge consumers efforts and enthusiasm and then help to drive further change by leading by positive examples and tangible actions – only then will we be in a situation where the high levels of consumer desire to go green that we are seeing is converted at the same rate into positive action.”

The elements discussed in this press release will be explored in detail by the Future Foundation at the Changing Lives event in London on the 11th July and Climate change and the Future of Brands on the 23rd July.

- Ends -
Notes to Editor

Events

Climate change and the Future of Brands Event
More findings from the Climate Change and the Future of Brands research will be announced on the 23rd July at a central London event. If you would like to find out some more details about the event, or would be interested in attending then please contact Claire Jennings on Clairej@futurefoundation.net

Changing Lives UK and Europe Event
Additional insight from Future Foundation’s biannual quantitative survey will be revealed at the Future Foundation’s Changing Lives UK and Europe event- being held on the 11th July at Savoy Place, London. If you would be interested in attending the conference and would like to arrange a one to one interview or discuss other media opportunities, please contact Lisa Barber on Lisa.Barber@bbpr.com or telephone +44 (0)20 7419 7306.

Methodology

nVision research base
Future Foundation’s biannual quantitative survey is conducted amongst 1,200, aged 15+, GB adults

Climate Change and the Future of Brands
Climate Change and the Future of Brands used a multi-methodology approach, including a 1,500 sample quantitative survey, filmed in-depth household interviews and vox pops interviews and a Delphi study (an interactive panel of experts in the fields of climate change, consumer behavior, retail and travel industries). The research was sponsored by a consortium of businesses from sectors including travel, retail, food, telecoms, media and finance.

About Future Foundation

The Future Foundation is a leading international consumer think-tank and strategic consultancy. Specialising in understanding socio-economic change and consumer behaviour, the Future Foundation provides intelligent research, analysis and commentary. Our research and analysis is used in development of new products and services, to inspire marketing and communications programmes, and to instill awareness of the wider operating environment throughout client organisations.

Our current clients range across most sectors and in many countries, they include almost 200 organisations across a variety from financial services, media, telecom, retail, advertising and marketing and public sector.

For more information please contact

Band & Brown Communications
Lisa Barber
Lisa.barber@bbpr.com
02074197306