ClimateChampionsReportJuly07

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ClimateChampionsReportJuly07

  1. 1. Climate Change & Influential Spokespeople a global Nielsen online survey July 2007 Environmental Change Institute U NIVERSITY O XFORD OF
  2. 2. Global Consumers Vote Al Gore, Oprah Winfrey and Kofi Annan Most Influential to Champion Global Warming Cause: Nielsen Survey Bill Clinton and Nelson Mandela also make it into top five ranking Former US vice-president and recent environmental celebrity The online Nielsen survey, the largest of its kind to be Al Gore has topped the list of most influential people to conducted globally on the topic of consumer attitudes to champion the cause of global warming in a 47 country climate change, was conducted in April 2007 in conjunction Internet survey conducted by The Nielsen Company with the Environmental Change Institute of Oxford and Oxford University. University and polled 26,486 internet users across *47 countries in North America, Europe, Asia Pacific and Nearly one in five global consumers (18%) picked Al Gore the Middle East. as the most influential spokesperson to champion the global warming debate, ahead of former United Nations head, Kofi The survey also found that the film, An Inconvenient Annan (15%), with Oprah Winfrey and Bill Clinton tying Truth, had had a significant influence on those that have as third choice (14% each). Ranked fifth with eleven percent seen it - in their awareness of the issues and their stated of global votes was former South African president, Nelsen changes in habits and behaviors. Mandela. A ‘dream ticket’ for climate ambassadors would “An Inconvenient Truth has pushed Al Gore and the message include Al Gore and Kofi Annan, who polled as first or of concern for climate change up the public agenda. This has second choices in the most countries, together covering been combined with UN scientific reports and the Stern 34 of the 47 countries in Nielsen’s Internet survey. Review as well as increased media coverage over the last While Al Gore and Kofi Annan won the overall global vote, months to shift the focus for many people from whether there were some notable differences between regions and there is a problem to what to do about it,” said Max Boykoff, countries. Moreover, among global respondents under age James Martin Fellow at the University of Oxford. 25, actress Angelina Jolie (14%) joined Oprah (15%) and “Live Earth - the 24 hour, seven continent concert series Kofi (16%) as the most influential. taking place on 7th July - represents an opportunity for a “Consumers clearly relate to national identities they admire broader group of people to hear about the issue of climate and are familiar with. Our survey also identified potential change, and this study was a chance to identify who might spokespeople from actresses to sports stars that would be an effective messenger. The challenge that remains is to also make effective global warming champions, especially determine which messages move people from concern to influential among certain age groups,” commented Patrick positive action,” said Timmons Roberts, James Martin Dodd, President of ACNielsen Europe, The Nielsen Company. Fellow at the University of Oxford. *47 Markets Covered: Argentina, Australia, Austria, Belgium, Brazil, Canada, Chile, China, Czech Republic, Denmark, Egypt, Estonia, Finland, France, Germany, Greece, Hong Kong, Hungary, India, Indonesia, Ireland, Italy, Japan, Korea, Latvia, Lithuania, Malaysia, Mexico, Netherlands, New Zealand, Norway, Philippines, Poland, Portugal, Russia, Thailand, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, Turkey, UAE, United Kingdom, US and Vietnam. Margin of error - +/- 4% for n=500 and +/- 3% for n=000.
  3. 3. Top two preferred champions for global warming – As a result of seeing Al Gore’s An Inconvenient Truth Globally and in Live Earth countries • More convinced • More convinced • Taking action • Less action 100% China Taiwan Philippines Indonesia Canada Egypt Thailand Ireland Hong Kong Vietnam Argentina I’ve changed my mind Singapore USA Mexico Turkey Australia Malaysia South Africa Japan Czech Chile Greece South Korea Republic Latvia Hungary Brazil Austria Spain EAU Russia France India Denmark UK Sweden Switzerland Germany Poland Estonia Portugal New Zealand Lithuania Italy Finland Belgium Netherlands Norway 100% 30% • Less convinced • Less convinced I’m taking action • Less action • Taking action Not surprisingly, nearly half of South Africans choose Nelson Twelve percent (one in eight) of global online consumers Mandela as their top choice to champion the cause of global polled at the end of April this year said they had seen Al warming, while twenty eight percent of Austrians chose fellow Gore’s An Inconvenient Truth. More North Americans countryman turned Governor of California, Arnold (17% - one in six consumers) watched this film than any Schwarzenegger, who has championed climate other global region. change legislation. Sixty six percent of viewers who claimed to have seen An In the UK, twenty-three percent of consumers voted British Inconvenient Truth said the film had “changed their mind” entrepreneur and environmental campaigner Richard Branson about global warming and eighty nine percent said watching as their number one choice, followed by Bob Geldof. Twenty the movie made them more aware of the problem. More three percent of South Africans also voted Richard Branson importantly, three out of four (74%) viewers said they as their top choice, according to the Nielsen Internet Survey. changed some of their habits as a result of seeing the film. In Asia Pacific, Kofi Annan was clearly consumers’ leading “When consumers are impacted enough to actually change choice with 21 percent of the votes, followed secondly by some of their daily habits as a result of watching a film, it’s the Al Gore and Bill Clinton – while in Europe (19%) and surest sign that the message has gotten through,” said Dodd. North America (29%), Al Gore was the number one choice, according to the Nielsen Internet Survey. In the Middle East /Africa, actress and roving UNICEF ambassador Angelina Jolie was the number one choice (17%), slightly ahead of Kofi Annan and Oprah Winfrey. In Latin America, rock star Bono won 28% of consumers’ votes followed by Angelina Jolie (22%) and Nelson Mandela (18%).
  4. 4. Climate Change Who is concerned? How concerned are they? From the 47 countries surveyed in April 2007, the concern of The below graph depicts globally the respondents’ views on climate change ranked 4 amongst respondents. In a similar ‘Who would be the most influential person/people to th survey in October 2006, climate change ranked 8 ; the level of champion the efforts to combat global warming/climate th concern has risen more than two-fold over the 6 month period. change?’ Respondents selected up to 3 options. Change in global public’s biggest concerns Most influential climate change champion 45% 41 The Economy 18 Al Gore 40% 39 37 Health 15 Kofi Annan 35% 34 14 Bill Clinton 32 30% 14 Oprah Winfrey 30 Job security Nelson Mandela 11 25% Bono 10 20% Angelina Jolie 10 16 Global warming 9 Arnold Schwarzenegger 15 15% 14 Political stability 14 13 Crime 5 George Clooney 13 12 Terrorism 11 10% 5 David Beckham 8 War 7 6 6 Immigration 4 Robert F. Kennedy, Jr. 5% Oct 2006 April 2007 4 Johnny Depp 4 Ronaldinho 4 Sting 4 Nicole Kidman 3 Richard Branson 3 Leonardo DiCaprio Bob Geldof 3 Salma Hayek 2 John Terry 1 Gwyneth Paltalrow 1 Didier Drogba 1 0% 5% 10% 15% 20% 3
  5. 5. Live Earth Concerts for climate change The Live Earth countries are some of the world’s largest • Top Male: Al Gore economies. Amongst Live Earth countries, politicians rank • Top Female: Oprah Winfrey highest as the most influential people to champion the efforts • In the UK, the under 20s chose David Beckham (21%) as their top choice to combat global warming, followed by actors, activists and sports personalities. • Angelina Jolie scores top female in Germany, Brazil and China • Respondents in some countries may not be aware of all of the celebrities listed, there are consistent responses to ‘none of the above’. Results from Live Earth countries: Most influential group to combat climate change 100% 96 96 90% 80% 74 70 69 67 70% 66 61 58 60% 50 50% 38 40% 36 33 33 33 31 31 30% 24 24 24 23 22 22 21 17 20% 15 15 14 14 13 13 12 12 11 11 11 10 10 10 9 9 8 8 7 7 7 10% 6 6 5 5 5 4 2 2 0% Total Australia Brazil China Germany Japan South Africa UK USA Actors (Female) Sports Personality Musician Politician Other Actors (Male) Celebrity Categories Actor (females): Sports Personalities: David Beckham, Didier Drogba, Ronaldinho, John Terry. Oprah Winfrey, Angelina Jolie, Gwyneth Paltrow, Nicole Kidman, Salma Hayek. Musicians: Bono, Bob Geldof, Sting. Actor (males): Johnny Depp, Leonardo DiCaprio, Other: George Clooney. Richard Branson, Robert F. Kennedy, Jr. Politicians: Al Gore, Nelson Mandela, Kofi Annan, Arnold Schwarzenegger, Bill Clinton. 4
  6. 6. Al Gore: An Inconvenient Truth Al Gore: Champion of climate change – Global data Do you agree or disagree with the following statement: The film made me more aware of the problem Belgium 48 100% Netherlands 47 6 11 13 14 15 90% 19 Norway 40 80% 94 Sweden 40 89 87 86 85 70% 81 Switzerland 33 60% Denmark 32 50% USA 30 40% Ireland 29 30% New Zealand 29 20% Australia 28 10% Japan 26 0% EEMEA Asia Pacific North America Latam Europe Global Average Chile 25 France 25 Agree Disagree Canada 24 Portugal 23 Hong Kong 21 Austria 19 Finland 18 Do you agree or disagree with the following statement: South Korea 18 I am changing some habits as a result of seeing the film Taiwan 18 Germany 100% 17 17 90% 17 Mexico 26 25 29 31 45 80% 16 Spain 70% Malaysia 83 15 60% 75 74 Philippines 15 71 69 50% South Africa 15 40% 55 Brazil 14 30% Thailand 14 20% Argentina 12 10% UK 12 0% Europe Czech Republic Asia Pacific North America Latam EEMEA Global Average 11 UAE 11 Agree Disagree Singapore 10 India 9 Italy 9 Turkey 8 Estonia 6 Indonesia 6 Poland 6 Greece 5 Hungary 5 Lithuania 5 China 4 Latvia 4 Vietnam 4 Egypt 3 Russia 3 18 Global Average 40% 50% 0% 10% 20% 30% Countries hosting Live Earth Concerts 5
  7. 7. Australia Celebrity Climate Champions • Overall, males surveyed chose Al Gore, females chose Oprah Winfrey • Bono scored highly with the under 40s, Bob Geldof was higher with the over 40s • 55s over: Richard Branson was second choice after Al Gore • Under 25s placed higher emphasis on female actors than other age groups. Celebrity genre chosen by each age group Data of all age groups 80% 72 Politicians 77 70% 28 Al Gore 65 62 60% 23 Oprah Winfrey 53 50% 20 Richard Branson 41 40% 37 15 38 30 Nelson Mandela 30% 26 31 27 Musician 25 Other 20 14 Bono 20% 23 Actors (Female) 12 9 9 Actors (Male) 12 7 Bill Clinton 10 10% 9 1 0 0 Sports Personality 0% 12 Bob Geldof 25 – 39 40 – 54 Over 55s Under 25s Sports Personality Musician Politicians 0% 5% 10% 15% 20% 25% 30% Actors (Male) Other Actors (Female) Al Gore: An Inconvenient Truth Comments from viewing ‘An Inconvenient Truth’ I am changing some habits as a result 100% 100% 90% 90% 80% 80% 91 87 89 70% 70% 74 60% 60% 73 50% 50% 54 40% 40% 46 49 30% 30% 20% 20% 26 10% 10% 13 9 0% 0% Over 55s Under 25s 25 - 39 40 - 54 The film made me I am changing some habits The film has changed more aware as a result my mind Agree Disagree
  8. 8. Brazil Celebrity Climate Champions • Under 40s chose Bono as top male climate champion • Sports personalities such as Brazilian footballer Ronaldinho received particularly strong support • The over 40s voted mainly for politicians • All males surveyed chose fellow men as influential people, whilst female respondents consistently chose Angelina Jolie. Celebrity genre chosen by each age group Data of all age groups 100% 100 Politicians Bono 24 87 90% 80% Angelina Jolie 22 70% 69 Nelson Mandela 19 60% 61 50% Bill Clinton 18 Actors (Female) 39 42 40% Ronaldinho 18 36 30 30% 25 Musician 24 24 Sports Personality 26 Al Gore 21 14 20% 23 15 Other 17 9 15 10% 7 12 Actors (Male) 7 12 Kofi Annan 2 4 6 0% Arnold 25 – 39 40 – 54 Over 55s Under 25s 11 Schwarzenegger Sports Personality Musician Politicians Actors (Male) Other 0% 5% 10% 15% 20% 25% Actors (Female) Al Gore: An Inconvenient Truth Comments from viewing ‘An Inconvenient Truth’ I am changing some habits as a result 100% 100% 90% 90% 80% 80% 88 70% 70% 76 60% 60% 67 66 67 50% 50% 62 40% 55 40% 30% 30% 38 34 20% 33 20% 24 10% 10% 0% 0% Under 25s 25 - 39 40 - 54 Over 55s The film made me I am changing some habits The film has changed Agree Disagree more aware as a result my mind 7
  9. 9. China Celebrity Climate Champions Data of all age groups • Kofi Annan was top in every age group, and was most 29 Kofi Annan popular choice of both male and female respondents • Politicians scored most highly with 25-39s 11 Bill Clinton Arnold • Male actors were more popular with older age groups 11 Schwarzenegger • Musicians and sports personalities in the list generally Angelina Jolie 10 scored lower. Nicole Kidman 7 7 David Beckham 5% 10% 15% 20% 25% 30% 0% Celebrity genre chosen by each age group 70% 68 59 Politicians 60% 56 50% 48 40% 30% 25 Actors (Female) 22 20 17 Actors (Male) 20% 14 16 13 Sports Personality 9 10 11 10% 9 6 Other 6 6 Musician 7 1 0 5 0% 25 – 39 40 – 54 Over 55s Under 25s Sports Personality Musician Politicians Actors (Male) Other Actors (Female) Al Gore: An Inconvenient Truth I am changing some habits as a result Comments from viewing ‘An Inconvenient Truth’ 100% 100% 90% 90% 100 100 80% 80% 93 96 88 92 70% 70% 83 60% 60% 50% 50% 40% 40% 30% 30% 20% 20% 10% 10% 12 0 0 7 0% 0% Over 55s Under 25s 25 - 39 40 - 54 The film made me I am changing some habits The film has changed more aware as a result my mind Agree Disagree
  10. 10. Germany Celebrity Climate Champions • Respondents consistently chose politicians • Actors Angelina Jolie and Johnny Depp scored highly in the under 25s age group • Musicians comprised the second most popular choice for 25 + age groups • Bono was most popular with the under 40s, Bob Geldof was more popular with the over 40s. Celebrity genre chosen by each age group Data of all age groups 120% 118 Politicians 24 Kofi Annan 96 100% 90 21 Bill Clinton 86 80% 19 Nelson Mandela 60% 17 Al Gore 40% Actors Arnold (Female) 15 29 Schwarzenegger 27 26 24 17 20% 22 13 Musician 10 Bono 10 Sports 13 10 Other 9 Personality 43 7 6 6 3 35 Actors (Male) 7 0% Angelina Jolie 25 – 39 40 – 54 Over 55s Under 25s Sports Personality Musician Politicians 0% 10% 20% 15% 25% 5% Actors (Male) Other Actors (Female) Al Gore: An Inconvenient Truth I am changing some habits as a result Comments from viewing ‘An Inconvenient Truth’ 100% 100% 90% 90% 80% 80% 88 70% 70% 75 60% 60% 50% 50% 57 54 57 40% 40% 50 50 53 46 43 30% 30% 20% 20% 25 10% 10% 0% 0% Over 55s Under 25s 25 - 39 40 - 54 The film made me I am changing some habits The film has changed more aware as a result my mind Agree Disagree
  11. 11. Japan Celebrity Climate Champions • Respondents from 40 yrs + heavily favoured politicians • Male actors scored higher in Japan than any other Live Earth country • Both male and female respondents chose Al Gore • Support for Al Gore increased as age groups increased. Celebrity genre chosen by each age group Data of all age groups 70% 70 Politicians 59 60% 26 Al Gore 51 50% Kofi Annan 13 40% 36 Leonardo DiCaprio 8 30% Bono 6 20% 16 Actors Arnold 10 (Male) 13 5 8 9 Schwarzenegger 11 10% 8 Actors (Female) 11 8 6 Musician 7 7 1 Sports Personality 2 6 0 2 4 1 Other Angelina Jolie 5 0% 25 – 39 40 – 54 Over 55s Under 25s Sports Personality Musician Politicians 0% 5% 15% 20% 25% 30% 10% Actors (Male) Other Actors (Female) Al Gore: An Inconvenient Truth Comments from viewing ‘An Inconvenient Truth’ I am changing some habits as a result 100% 100% 90% 90% 100 80% 80% 92 70% 70% 78 60% 76 60% 68 67 50% 50% 60 40% 40% 30% 30% 40 20% 20% 33 10% 10% 22 0 0% 0% The film made me I am changing some habits The film has changed Over 55s Under 25s 25 - 39 40 - 54 more aware as a result my mind Agree Disagree 0
  12. 12. South Africa Celebrity Climate Champions • Male respondents chose Nelson Mandela, female respondents chose Oprah Winfrey • Richard Branson scored highly throughout, and is the third most popular choice across all age groups • Bill Clinton was very popular with the over 40s • Oprah Winfrey is most popular with the under 25s. Celebrity genre chosen by each age group Data of all age groups 125% 122 Politicians 117 Oprah Winfrey 49 99 100% 91 Nelson Mandela 49 73 Richard Branson 23 75% 69 71 Other 57 Angelina Jolie 17 50% Al Gore 15 39 34 Musician Bono 15 23 25% 23 17 16 Actors (Female) 20 22 12 Bill Clinton Sports Personality 10 13 9 Actors (Male) 0 9 9 0 5 0% Kofi Annan 10 25 – 39 40 – 54 Over 55s Under 25s Sports Personality Musician Politicians 0% 10% 20% 30% 40% 50% Actors (Male) Other Actors (Female) Al Gore: An Inconvenient Truth I am changing some habits as a result Comments from viewing ‘An Inconvenient Truth’ 100% 100% 90% 90% 100 80% 80% 70% 70% 84 73 60% 60% 65 50% 50% 69 40% 40% 59 30% 30% 35 20% 20% 27 10% 10% 0 0 0 0% 0% Over 55s Under 25s 25 - 39 40 - 54 The film made me I am changing some habits The film has changed more aware as a result my mind Agree Disagree

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