An international research report conducted by Havas Media* found that consumers are demanding companies take on the fight against climate change, in the face of government inaction, or lack of action. In two-thirds of the markets included in the study, consumers felt more strongly that companies and their brands should be the ones to look for climate change solutions rather than governments.

The Havas report also found that:

• 79% of consumers would rather buy from companies doing their best to reduce their impact on the environment
•  89% of people are likely to buy more green goods in the next 12 months
  
•  35% are willing to pay a premium for green goods
  
•  74% of consumers feel they can actively contribute to solving Climate Change - a figure higher in developing countries, but lower in developed countries
  
•  Only 11% of respondents strongly feel their respective government is doing enough to tackle Climate Change

According to research by the Mobium Group**, a quarter of Australian adults are prepared to spend money on goods and services that are considered the more sustainable option, however less than 10% actually act on this. It has also been revealed that current Australian standards for environmental marketing of goods and services are being largely ignored. Consumer advocates are now calling for mandatory regulation of all green claims made on household goods such as cleaning items and tissue products, with a steady increase in the number of inquiries and complaints around 'green' marketing, according to Australian Competition and Consumer Commission Commissioner, John Martin. This is not just an Australian trend, last September the British advertising watchdog reported a 500% rise in the number ads complained about regarding their ‘green claims’ and a 900% increase in actual complaints, compared to September the year before.

Global trends suggest that consumers are becoming more and more aware of the damage caused by particular sectors and companies, and that the need for legitimate green marketing strategies are becoming an essential part of company operations. “It is clear to us that climate change and the corresponding shift in consumers’ relationships with brands represents one of the major challenges for all brands during the next decade,” said Alfonso Rodes, CEO of Havas Media.

*Havas is the world’s 6th ranked communication consulting group represented in 75 countries.
**The Mobium Group is a Melbourne-based company specialising in research, strategy and innovation in the markets for sustainability and wellbeing.

References

• Lee, J. 'Green claims come with big spin cycle,' The Age, March 3, 2008
• 'Global consumer survey heralds climate change call to action,' May 2008 http://abccarbon.com/express-news
• 'Rise of the great green wash,' The Sydney Morning Herald, November 24, 2007
• 'Largest global study of Consumer Response to Climate Change Puts the Onus on Brands,' May 11, 2008 http://sev.prnewswire.com