Get Going With Green: Executive Summary (China)

1,251 views

Published on

A team of strategists and ethnographers from Ogilvy & Mather's sustainability practice Ogilvy Earth and consumer insights team Discovery studied 24 families in Tianjin, Shanghai and Wuxi, spending time in people's homes, observing their daily routines and recording consumption and disposal behavior. This was followed by a nationwide quantitative study amongst 1,300 respondents to both understand and measure the sustainability opportunity.

Published in: Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,251
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
11
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Get Going With Green: Executive Summary (China)

  1. 1. !"#$!%&!$(&#)$!*""+$,-%.&!$#)"$./.#0&01&-&#2$!03$$!"#$%&(&)$*+"&,$-.&!/*01&22&2344.&0+&5$-&6#&7*+"&*#508%089&:*;#1<#;&(&;5#&($=+;&$6:+&>"08$?;&#8<0*85#8+@&$• A8&233B.&>"08$&<#*+C&+"#&DEFE&$;&+"#&7*1%?;&1$*9#;+&#50++#*&(&9*##8":;#&9$;#;.&*#1#$;089&GEHII& 501108&+8;&(&=$*68&%0J0%#&08+&+"#&$+5;/"#*#.&=5/$*#%&70+"&HEBI2&501108&(*&+"#&DEFE&>"08$& =8;:5#%&2.2H2&501108&5#+*0=&+8;&(&01&#K:0<$1#8+&08&233L&08&+"#&(*5&(&=*:%#.&=$1.&8$+:*$1&9$;.& 8:=1#$*&/7#*&$8%&*#8#7$61#&;:*=#;.&#J=##%089&+"#&DF&=8;:5/+08&(&24M3501108&+8;E&&• N<#*85#8+&(09:*#;&*#1#$;#%&+"$+&-#$*&7#*#&$1$*5089@&M3O&(&$11&(&>"08$?;&7$+#*7$-;&$8%&L3O&(& 0+;&:8%#*9*:8%&7$+#*&"$%&6##8&=8+$508$+#%E&&•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
  2. 2. • ^#;;&+"$8&8#R(:*+"&(&$11&=8;:5#*;&;:*<#-#%&6#10#<#&+"#-&"$<#&+"#&/7#*&+&;1<#&+"#& #8<0*85#8+&/*61#5E&_$=#%&70+"&;##50891-&08;:*5:8+$61#&/*61#5;.&=0+0Z#8;&+:*8&+& 9<#*85#8+;&$8%&1$*9#&=*/*$+08;&7"&+"#-&6#10#<#&"$<#&+"#&/7#*&$8%&$9#8=-&+&#((#=+&="$89#E&• >8;:5#*;&$*#&=8;+$8+1-&6#089&#8=:*$9#%&+&=8;:5#&5*#@&81-&4BEGO&(&:*&*#;/8%#8+;&;$0%& +"$+&+"#-&7:1%&1050+&=8;:5/+08.&0E#E&6:-&1#;;E&&• !&<$;+&5$Q*0+-&(&+"#&>"08#;#&//:1$+08&0;&81-&Q:;+&6#9088089&+&#8Q-&$&50%%1#R=1$;;&10(#;+-1#&(*& +"#&(0*;+&+05#E&W"#-&$*#&6:-089&$0*R=8%0+08#*;&$8%&=$*;&6#=$:;#&+"#-&+"08C&+"#-&$*#&#8+0+1#%&+& +"#;#&=8<#80#8=#;E&HHO&(&:*&*#;/8%#8+;&;$0%&+"$+&=8<#80#8=#&%*<#&5$8-&(&+"#0*&/:*="$;#& %#=0;08;E&P:+&9089&9*##8&7:1%&6#&08=8<#80#8+@&;"*+$9#&(&58#-&$8%&+05#&7#*#&(+#8&=0+#%&$;& *#$;8;&(*&8+&6#089&9*##8#*E&• W"#*#&0;&$&+*:;+&%#(0=0+@&_$=#%&70+"&$8&<#*1$%&(&=1$05;&$8%&=#*+0(0=$+08;&(*5&%0((#*#8+&;:*=#;.& =8;:5#*;&%&8+&+*:;+&+"#&1$6#1;&8&/*%:=+;&*&/$=C$9089E&• W";#&7"&$*#&$+&+"#&(*#(*8+&(&+"#&9*##8&5<#5#8+&$*#&;##8&$;&0%#$10;+;.&(*&7"5& #8<0*85#8+$10;5&0;&$&=$:;#&+"#-&$*#&/$;;08$+#&$6:+&`&7"0="&5$-&;5#+05#;&5#$8&+$C089&$& =8(*8+$+08$1&$//*$="&+&="$89#&+"089;E&!1+#*8$+0<#1-&+"#-&$*#&;##8&$;&+"#&#=R="0=.&(*&7"5& 9*##8&0;&$&6$%9#E&W"0;&=*#$+#;&$&%0;+$8=#&7"0="&;:99#;+;&+"$+&;:;+$08$6010+-&0;&8+&(*&#<#*-8#E&&F.&7"$+&509"+&6#&="$89#%&08&+"#&7$-&+"#&;:;+$08$6010+-&//*+:80+-&0;&5$%#&5*#&*#1#<$8+&+&+"#5a&&&W"#&08;09"+;&08&+"0;&*#/*+.&8#<#*&5$%#&/:610=&:8+01&87.&=1#$*1-&/08+&:+&+"$+&7#&8##%&+&5$C#&$8&$//#$1&(*&#89$9#5#8+&*$+"#*&+"$8&=8(*8+$+08.&$8%&(*;$C#&0%#$10;5&(*&/*$95$+0;5E&W"#*#&0;&$8&:850;+$C$61#&//*+:80+-@&&• L3EMO&+"08C&+"$+&+"#&;:;+$08$6010+-&5<#5#8+&0;&8&+"#&:/;7089E&&• GHO&;$0%&+"$+&0(&5*#&/#/1#&08&+"#0*&=55:80+-&7#*#&$=+0<#&08&6#089&9*##8.&+"#-&7:1%&6#&+E&• GLO&;$0%&+"$+&0(&#8<0*85#8+$11-&(*0#8%1-&/*%:=+;&7#*#&$<$01$61#&$+&+"#&;$5#&/*0=#&/08+.&+"#-&7#*#& 5*#&10C#1-&+&6:-&+"#5E&• B3O&7:1%&10C#&+&9#+&*#=980+08&(*5&+"#0*&/##*;&(*&+"#0*&/;0+0<#&9*##8&6#"$<0*;E&• W"#*#?;&$&($0*1-&$==:*$+#&:8%#*;+$8%089&(&+"#&6$;0=&=8=#/+;&:8%#*1-089&#8<0*85#8+$10;5&`&17& =$*68.&=8;#*<$+08.&$8%&8$+:*$1.&*#;:1+089&(*5&+"#&((0=0$1&%0;=:*;#&$8%&#$*1-&;="1&$8%&=11#9#& #%:=$+08E&•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`&7"0="&0;&(:8%$5#8+$1&`&=$8&(=:;&$//#$1;.&$8%&5$C#&/*%:=+&%#;098&$8%&=8;:5#*&#89$9#5#8+&/*9*$5&5*#&5#$8089(:1E&&!&;#+&(&79A$GM7M@9$8B7=FBJ6&/*<0%#&$&61:#/*08+&(*&$8-&=*/*$+08.&9<#*85#8+&*&88R/*(0+&+"$+&70;"#;&+&/*/#1&+"#&1$*9#*&5$Q*0+-&(&>"08#;#&=8;:5#*;&+7$*%;&;:;+$08$6010+-E&&& 4E V$08;+*#$5.&8+&5%#1& 2E b*%:=+;.&8+&Q:;+&/10=-& IE )<#*-&%$-.&8+&Q:;+&)$*+"&,$-&
  3. 3. SE b#*;8$1.&8+&/1$8#+& HE A8=#8+0<#.&8+&08<#=+0<#& GE >"0=#.&8+&=8;+*$08+& ME ,0$19:#.&8+&%#=*##& BE >8;=0:;.&8+&=8;/0=::;& LE >11$6*$+#.&8+&=8(*8+& 43E b1:*$10Z#.&8+&/1$*0Z#&&T"01#&8+&/*#;=*0/+0<#.&0+&0;&6#10#<#%&+"$+&+"#;#&/$+"7$-;&/*<0%#&$8&$=+08$61#&%05#8;08&+&7"$+&"$;&"0+"#*+&6##8&$&*"#+*0=$1&="$11#89#E&T#&/*/;#&+&7*C&70+"&*9$80Z$+08;&+"*:9"&7*C;"/;&$8%&055#*;08&;#;;08;&+&"#1/&=*#$+#&5$*C#+089&/*9*$5;&+"$+&7011&#89$9#&#<#*&5*#&=8;:5#*;&$8%&1#$%&+"#5&+&#56*$=#&;:;+$08$6010+-&08&+"#0*&#<#*-%$-&10<#;E&&&&_*&5*#&08(*5$+08&8&"7&+&!97$!5DA>$FD7=$!@99AE$/1#$;#&=8+$=+@&&c:8$1&F08"$&>"0#(&c871#%9#&U((0=#*.&>"08$&U901<-&X&V$+"#*&!;0$&b$=0(0=&&C:8$1E;08"$d901<-E=5&&&&&&&

×