GfK asked over 28,000 people aged 15 or older across 23 countries about how strongly they agree with specific statements. Over three quarters (76 percent) agree that brands and companies have to be environmentally responsible, while just short of two thirds (63 percent) say they feel guilty when they do something that is not environmentally friendly and only buy products and services that appeal to their beliefs, values or ideals.
This is in sharp contrast to the few who disagree with these statements. Only six percent feel that brands do not have to be environmentally responsible, 14 percent do not feel guilty when they do something that is not environmentally friendly and 11 percent indicate that they do not only buy products and services that appeal to their beliefs.
Are you feeling guilty?
In the U.S. and Canada, 53% of us report feeling guilty when we do something that is not environmentally friendly. This is slightly below the international average, but above the United Kingdom at 46% and Sweden at 37%. Overall, feelings of personal responsibility are higher among the younger age groups: 65% for those aged 20-39 while the highest percentage of those who “agree strongly” are 15-19 years old.
Do your purchases reflect your values?
While the younger age groups felt guiltier, it seems the older you are the more likely your purchases will reflect your “green” values. The international average is 63%; but 65% 20-29 year olds and 68% of 30-39 year olds agree overall. “The 40-49 year olds take the lead with 18 percent, compared to all the other age groups with 15 percent each.”
Do brands need to be environmentally responsible?
Internationally, more than three-quarters asked say “yes”. Canada and the United Kingdom are up there with 73% and 70% respectively, but the U.S. was less demanding of our businesses, with only 66% agreeing.
So how would you answer these questions?