Better business better world

1. NEW ZEALANDERS’ ATTITUDES AND BEHAVIOURS TOWARDS SUSTAINABILITY

2. © Colmar Brunton 2013 I 2
Background /
Methodology/
field work period

3. © Colmar Brunton 2013 I 3
A FEW BRANDS ARE RESONATING IN PEOPLES MINDS AS ‘SUSTAINABLE’
TOP OF MIND
SUSTAINABLE BRANDS
Others ‘don’t know’ are uncertain, or are scrutinising more carefully
Organic, free range, NZ home grown

4. © Colmar Brunton 2013 I 4 © Colmar Brunton 2013 4
WATCHFUTURE
WASTE
AIR
WATER
SEA
FOOD
CLEAN AND GREEN
ENVIRONMENT
Recycling
Plastic bags
Pollution
Nappies
CLIMATE CHANGE
Public transport
ENERGY
Renewable energy
Nuclear-free
Cheaper solar
SAFE FOOD
Organic
Care-free
Quality
NZ-made
FAIR SOCIETY
Poverty
Affordable
health/housing
Affordable
healthy food
Group between
rich and poor
EDUCATION
Knowledge
Awareness
Media – less
xxx/consumption
TRUTHFULNESS
Honesty
Transforming
LONG TERM VISION
Leadership
population
SELF RELIANCE
Import replacement
Buy local NZ-made
Protection from
overseas
innovation/trade
partners
Retain national assets
PRODUCTION
Biosecirty
Bees
Clean up dairying
Reduce fertiliser use
Diversification
Deforestation
Protect fisheries
Don’t fool
consumers

5. © Colmar Brunton 2013 I 5
KEY THEMES
Sustainability continues to become more mainstreamed….not just a niche proposition
More people are entering into the sustainability space
More of us are willing to pay a bit more, and to continue spending on sustainable goods
What we are eating and drinking provides interesting insights for the future
- More of us have tried organic and fair trade products, and consider sustainabilty
Sustainability is considered key for our future success
-A common view is that future success for New Zealand means living up to our clean
green image
- There is strong appeal for the 100% Pure NZ image as an aspiration but also debate
on how to use resources and move towards that vision
As expectations become greater - the window for brand differentiation as ‘progressive and
innovative’ through the sustainability halo, are narrowing
But there are clear consumer needs and expectations for businesses to helpby what they do, and
how they communicate their message

6. © Colmar Brunton 2013 I 6
SOME DIFFERENCES BY LIFESTYLE
Sustainability is a concern across all ages
However there are some different priorities for some groups
SINKS DINKS YOUNG
FAMILIES
OLDER
FAMILIES
EMPTY
NESTERS
DRAFT ONLY –
CREATIVE WORK
NOT DONE
TYPOLOGIES ? OR SOME CROSS ANALYSIS of GREENNESS ?

7. © Colmar Brunton 2013 I 7
WHAT ARE BIG ISSUES FOR PEOPLE
Violence in society 69%
Increasing cost of living 65%
Not having access to good, affordable
healthcare 57%
Pollution of lakes and seas 53%
Crime levels 52%
Lack of affordable housing 52%
Mistreatment of animals 51%
Protection an management of conservation
land and waters that are special to NZ 49%
Protection and management of animals and
plants that are native to New Zealand 48%
The impact of processed foods on our
health 47%
Unsustainable use of natural resources in
New Zealand 47%
Job insecurity 45%
Cost of education/study 45%
Keeping New Zealand litter and graffiti free 43%
Making agriculture more sustainable to live
up to the country’s clean-green reputation 41%
Ensuring New Zealand’s independence is
maintained in trade deals and other
agreements signed with overseas
governments
41%
Obesity and the impact on people's health 41%
The economic recession 40%
Build up of waste in landfill 38%
Stability of the global financial system 38%
Nuclear power/Nuclear weapons 37%
Privatisation of some government services 36%
The impact of climate change on New
Zealand 34%
Lack of country of origin labelling 27%
ABOVE 50%
50%-40%
UNDER 40%

8. © Colmar Brunton 2013 I 8
BUT THERE IS STILL A GAP BETWEEN ‘LOCAL AND ‘GLOBAL’ CONCERNS
CLIMATE CHANGE IS THE BIGGEST SINGLE PROBLEM FACING THE WORLD TODAY
18% 34%
MOSTLY AGREE SOMEWHAT AGREE
CLIMATE CHANGE

9. © Colmar Brunton 2013 I 9
SUSTAINABILITY
…… AND MORE OF THEM
DO CONSUMERS CARE?
YES

10. © Colmar Brunton 2013 I 10
PEOPLE WANT TO KNOW INFORMATION TO MAKE THEIR OWN DECISIONS
PEOPLE WANT TO KNOW INFORMATION
TO MAKE THEIR OWN DECISIONS
CONSUMERS FEEL THEY CAN MAKE A REAL DIFFERENCE
WHAT I DO TO BE SUSTAINABLY AS A PERSONAL AND
LOCAL LEVEL DOES MAKE A REAL DIFFERENCE TO
THE QUALITY OF LIFE FOR FUTURE GENERATIONS
46% 46% 30% 50%
MOSTLY AGREE SOMEWHAT AGREE MOSTLY AGREE SOMEWHAT AGREE

11. © Colmar Brunton 2013 I 11
BUT MANY DO NOT FEEL WELL INFORMED ….
(30% AMONGST
EMPTY NESTERS)
BUSINESS CAN STILL IMPROVE HOW INFORMATION IS SHARED
“I AM WELL INFORMED ABOUT
SUSTAINABILITY ISSUES”
18% 53% 19% 56%
MOSTLY AGREE SOMEWHAT AGREE MOSTLY AGREE SOMEWHAT AGREE
AND THE WAY BUSINESSES TALK
IS CONFUSING FOR MANY

12. © Colmar Brunton 2013 I 12
MORE THAN HALF OF US ARE WILLING TO PAY MORE…
to buy the best organic/suitable/ethical products
ONLY 7% AGREE THEY’RE WILLING
TO PAY WHATEVER IT COSTS
WILLING TO PAY ‘WHATEVER IT COSTS’ FOR THE BEST
ORGANIC/SUSTAINABLE/ETHICAL PRODUCTS
BUT MOST PEOPLE ARE
WILLING TO PAY A BIT MORE!!
REALITY IS THAT MOST PEOPLE ARE WILLING TO PAY
A BIT MORE RATHER THAN WHATEVER IT COSTS43%
36% 7%
MOSTLY AGREE SOMEWHAT AGREE
15% 46%
MOSTLY AGREE SOMEWHAT AGREE
OLDER NESTERS MORE
LIKELY TO DISAGREE
SOMEWHAT

13. © Colmar Brunton 2013 I 13
CONSUMERS ARE STULL AS COMMITTED TO BUYING ETHICAL AND
SUSTAINABLY PRODUCED PRODUCTS & SERVICES AS BEFORE
WHAT DO PEOPLE PREDICT FOR THEIR FUTURE
PURCHASE OF SUSTAINABLE/ETHICAL PRODUCTS
I’M HAPPY TO PLAY MY PART AS LONG
AS IT’S EASY/DOESN’T COST ME MORE
STRONGER FOR
YOUNG FAMILIES:
43% MOSTLY AGREE
BUT AFFORDABILITY IS KEY
32% 44%
MOSTLY AGREE SOMEWHAT AGREE
MORE
SAME
LESS
27% 71%
2%
76%

14. © Colmar Brunton 2013 I 14
ALLOW MOST
OF THE TIME
SOMETIMES
NEVER
MORE PEOPLE ARE “DIPPING IN” TO ORGANICS AND FAIRTRADE
ORGANICS FAIR TRADE
2011 2012
64%
2011 2012
56%
39% 27%
64% 71%
15%24%
3% 6% 7%7%

15. © Colmar Brunton 2013 I 15
THE CONSUMER PERSPECTIVE

16. © Colmar Brunton 2013 I 16
MORE PEOPLE ARE SEEING THE SUSTAINABLE OPTION
FOR PRODUCTS AS EQUALLY EFFECTIVE
DISAGREE THEY ARE
NOT SO EFFECTIVE
19%
47%
MOSTLY DISAGREE
SOMEWHAT DISAGREE

17. © Colmar Brunton 2013 I 17
WHAT HAS AN IMPACT ON THE EVERYDAY BRANDS OR PRODUCTS YOU CHOOSE TO BUY?
The price/value for money 87%
The quality of the product/service 68%
If it’s a brand I know/trust 66%
Product taste/performance 66%
Whether it’s locally grown or produced 45%
How earth friendly the product is 27%
How earth friendly the packaging is 20%
Whether it’s organic 12%
None of these 1%
The price/value for money 40%
The quality of the product/service 20%
Product taste/performance 16%
If it’s a brand I know/trust 11%
Whether it’s locally grown or produced 7%
How earth friendly the product is 3%
Whether it’s organic 1%
How earth friendly the packaging is 1%

18. © Colmar Brunton 2013 I 18
WHAT OTHER FACTIONS ARE NEW ZEALANDERS LOOKING OUT FOR
HIGHEST INTEREST
SIGNIFICANT INTEREST
NICHE INTEREST
NZ/Locally made or produced 81%
100% natural ingredients 75%
The Heart Tick 74%
Cruelty free/SPCA endorsed 71%
Low sugar 68%
Free range 68%
Low Fat 66%
Spray free 59%
Palm oil free 50%
GM-Free/GE-Free 48%
Natural sweetener 47%
Certified Organic 38%
Aspartame-free 37%
Gluten Free 17%
Vegetarian/Vegetarian
Society endorsed
12%
Soy Free 11%
Meat Free 8%
Vegan 6%

19. © Colmar Brunton 2013 I 19
1 in 5 mostly disagree
1 IN 5 CONSIDER SUSTAINABLE PRODUCTS AS PERFORMING ON A PAR
“Sustainable products
are generally NOT as
effective”
47% somewhat disagree
Check Historical data
2011:
52% somewhat
disagree
16% mostly disagree
ABOUT HALF OF NEW ZEALANDERS REMAIN IN SOME DOUBT THAT THE
SUSTAINABLE OPTION REALLY IS AS EFFECTIVE
Not sure if this is just a note for
yourselves?

20. © Colmar Brunton 2013 I 20

21. © Colmar Brunton 2013 I 21
WHICH SECTORS ARE MOST INFLUENCED
A LOT OF INFLUENCE
ENERGY/POWER
COMPANIES
OIL/PETROL
COMPANIES
LOCAL AND
REGIONAL
GOVERNMENT
FOOD AND
BEVERAGE
PRODUCERS
COSMETICS AND
PERSONAL CARE
MANUFACTURERS
FOOD
RETAILERS
FAST FOOD
COMPANIES
HOME-CARE
AND APPLIANCE
MANUFACTURERS
CAR MAKERS AIRLINES TECHNOLOGY AND
COMMUNICATIONS
SUPPLIERS
BANKS INSURANCE
COMPANIES
27% 22% 21% 21% 19% 19%
16% 15% 14% 13% 11% 11% 7%

22. © Colmar Brunton 2013 I 22
SUSTAINABLE BEHAVIOURS (WHAT ARE PEOPLE DOING?)
PUBLIC TRANSPORT
CYCLING/WALK
RECYCLING PAPER/PLASTICS
ENERGY EFFICIENT LIGHT BULBS/ APPLIANCES
BUY LOCAL PRODUCTS
GOOD USE OF PLASTIC BAGS AT SUPERMARKETS
8% Most of the time
48% Sometime
2011 2012 2013
12% Most of the time
64% Sometime
84% Most of the time
12% Sometime
54% Most of the time
41% Sometime
35% Most of the time
60% Sometime
21% Most of the time
57% Sometime

23. © Colmar Brunton 2013 I 23
SUSTAINABLE BEHAVIOURS (WHAT ARE PEOPLE DOING?)
BUY FAIR TRADE PRODUCT
COMPOSTING
PAY CARBON OFFSET FOR FLIGHTS
BIG EGO FRIENDLY CLEANING PRODUCTS
USE RE-USEABLE WATER BOTTLE/COFFEE CUP
7% Most of the time
71% Sometime
2011 2012 2013
43% Most of the time
27% Sometime
3% Most of the time
13% Sometime
20% Most of the time
62% Sometime
59% Most of the time
33% Sometime
NANA

24. © Colmar Brunton 2013 I 24
SUSTAINABLE BEHAVIOUR – WHAT ARE PEOPLE EATING?
EAT A VEGETARIAN MEAL
AT LEAST ONCE A WEEK
MAINTAIN A PLANT-
BASED VEGETARIAN DIET
GROW SOME OF THEIR
OWN FRUIT AND VEGGIES
BUY ORGANIC FOODS
ALL OR MOSTLY
SOMETIMES
NEVER
*40% Never for DINKS
40%
35%
16%
78%
54%
20%
64%
27%*
24% 4% 24% 6%

25. © Colmar Brunton 2013 I 25

26. © Colmar Brunton 2013 I 26
In 2012 sustainability was announced with companies that are progressive,
innovative and ahead of the game
Xxxx there is a mainstreaming of sustainability and as expectation for an xxx to be active
The innovation had derived from
sustainability is strong but is reducing
as a unique point of difference as
sustainability becomes mainstreamed
52% mostly/somewhat disagree
vs
.
previous years
The ‘window’ may be narrower for sustainability to be leveraged as a unique xxxxxxxxxxxx
to signal a innovative leader
DRAFT ONLY –
CREATIVE WORK
NOT DONE

27. © Colmar Brunton 2013 I 27
ATTRACTING EMPLOYEES
SUSTAINABILITY IS A KEY FACTOR
FOR ATTRACTING THE PEOPLE
YOU WANT – IN A COMPETITIVE
EMPLOYMENT MARKET
But more and more people want to work
for companies with social and
environmental sustainability in mind
vs
.
previous years
MOREANDMORENZ’ERSWANTTOWORKFORCOMPANIESTHAT“GET” SUSTAINABILITY
19% 51%
MOSTLY AGREE SOMEWHAT AGREE
GO
GREEN

28. © Colmar Brunton 2013 I 28
NZ’ERS HAVE A SENSE OF RESPONSIBILITY WHICH CAN BE HELPED OR
HINDERED BY WHAT COMPANIES DO
GREENWASH
HONESTY
TRUST IN RETAILERS MAKING IT AFFORDABLE
19% 51%
MOSTLY
AGREE
SOMEWHAT
AGREE
34% 39%
MOSTLY
AGREE
SOMEWHAT
AGREE
40% 41%
MOSTLY
AGREE
SOMEWHAT
AGREE
I get annoyed when
products try to pass
themselves off as
greener than they
really are
I trust that the products I
buy at the supermarket are
free of harmful ingredients
and safe for me and my
family to use
The earth friendly or
chemical-free option
for products I use is
often too expensive

29. © Colmar Brunton 2013 I 29
WHAT CONSUMERS CONSIDER BUSINESSES COULD DO BETTER
REWARDINGCUSTOMERS
Who chose this sustainable
option as discounts/benefits
DEVELOP NOW
Products & services that are
better for the environment
EDUCATION
Educate consumers about sustainability
and how they can become involved
Using company resources to
support a non-profit
sustainability issue
Making charitable
donations to support a non-
profit sustainability issue
EDUCATION
Educate employees about how to be more
sustainable and how they can become involved
69%
65%
=52%
47%
44% 39%
REWARDS
CUSTOMERINNOVATION
CHANGE/
EDUCATION
SUPPORT
CHANGING
THE WAY THEY
OPERATE
DRAFT ONLY –
CREATIVE WORK
NOT DONE

30. © Colmar Brunton 2013 I 30
SPONTANEOUS IMPRESSIONS OF BRANDS
DRAFT ONLY –
CREATIVE WORK
NOT DONE

31. © Colmar Brunton 2013 I 31
PERSPECTIVES ON BRAND NEW
ZEALAND AND THE FUTURE

32. © Colmar Brunton 2013 I 32
PEOPLE ARE AWARE OF THE “GENERATION DEBT”
PREVIOUS GENERATIONS
HAVEN'T DONE ENOUGH
AND ITS UP TO US?
THEY CARE ABOUT THE FUTURE AND
WHETHER WE’RE DOING ENOUGH
FOR HEALTHY AND SAFE FUTURES
PEOPLE FELT IT IS MORE IMPORTANT TO
MAINTAIN STRICT XXXX STANDARDS
THAN OPEN UP FREE TRADE
29% 46%
MOSTLY AGREE SOMEWHAT AGREE
36% 47%
MOSTLY AGREE SOMEWHAT AGREE
44% 45%
MOSTLY AGREE SOMEWHAT AGREE

33. © Colmar Brunton 2013 I 33
EVEN THOUGH IT MAY NOT BE TRUE; THERE IS A COMMON THEME THAT FUTURE
SUCCESS FOR NEW ZEALAND WILL BE WALKING THE TALK LIVING UP TO THE VISION
NEW ZEALAND MAY NOT BE 100% PURE BUT IT’S A WORTHWHILE VISION TO ASPIRE TO
58% 34%
MOSTLY AGREE SOMEWHAT AGREE

34. © Colmar Brunton 2013 I 34
THE DEBATE CONTINUES ABOUT HOW TO MANAGE NEW ZEALAND’S RESOURCES
FRACKING
FRONTERRA
xxxxxxxxxx
MUTANT
COWS DIE
DOC MINING
NZ FISHERIES
PRE HAWKES BAY
DEEP OCEAN
DRILLING
DRAFT ONLY –
CREATIVE WORK
NOT DONE

35. © Colmar Brunton 2013 I 35
THE DEBATE CONTINUES…
TRACKING FOR OIL IN NZ
DEEP SEA OIL & GAS DRILLING
MINING ON DOC LAND
EXTENDING MARINE RESERVES
RESPOND GE-FREE ZONES
OCEAN – FLOOR DRAG NET FISHING
27%
24%
20%
9%
24%
16%
SUPPORTOPPOSE DON’T KNOW
18%
38%
29%
84%
60%
6%
55%
38%
51%
7%
15%
78%

36. © Colmar Brunton 2013 I 36
THE DEBATE – WHO IS MORE IN SUPPORT/OPPOSTITION
DINK
S
ARE MORE LIKELY TO SUPPORT
FRACKING
DEEP SEA OIL & GAS DRILLING
MINING ON DOC LAND
MINING ON DOC CLAIMS
DEEP SEA OIL/GAS DRILLING
25%
52%
39%
DRAF
CREAT
NO
EMPTY
NESTERS
ARE MORE LIKELY TO OPPOSE
61%
46%

37. © Colmar Brunton 2013 I 37
NEW ZEALAND FOOD AND BEVERAGES
ARE CONSIDERATIONS THAT MAKE
FOOD AND BEVERAGE PRIME
‘SUSTAINABILITY’ - TERRITORY

38. © Colmar Brunton 2013 I 38
HOW PEOPLE VIEW FACTORS IMPORTANT TO NEW ZEALAND SUSTAINABILITY
xxxxxxxxxxxxx
MOSTLY AGREE
SOMEWHAT AGREE
COUNTRY OF
ORIGIN
MOSTLY AGREE
SOMEWHAT AGREE
GM-FREE AND
ORGANIC
MOSTLY AGREE
SOMEWHAT AGREE
BRAND NEW ZEALAND
MARKET ADVANTAGE
MOSTLY AGREE
SOMEWHAT AGREE
CONSUMERS HAVE A
RIGHT TO KNOW WHERE
A FOOD PRODUCT
COMES FROM XXXX
THROUGH THE LABEL
SHOWING THE COUNTRY
OF ORIGIN
THE DAIRY FARMING
INDUSTRY IS NOT DOING
ENOUGH TO REDUCE
THEIR IMPORT AN
WATER QUALITY
IT’S IMPORTANT FOR
NEW ZEALAND TO GROW
AND MARKET FOOD
THAT’S ORGANIC AND
GE-FREE
NEW ZEALAND’S CLEAN
GREEN IMAGE IS AN
IMPORTANT MARKETING
ADVANTAGE FOR OUR
FOOD EXPORTS AND
TOURISM
36% 80% 38% 64%
36% 16% 39% 31%

39. © Colmar Brunton 2013 I 39

40. © Colmar Brunton 2013 I 40
Appendices
About the data
For some questions in a 10 point scale the ‘agreement’ reported
is top 2 boxes
Question with a 4 point scale
The ‘agreement’ is reported on strongly agree and somewhat agree
Data splits includes DK
DRAFT ONLY –
CREATIVE WORK
NOT DONE

41. © Colmar Brunton 2013 I 41
2Q4
Commitment to living a green lifestyle
120 point scale
DRAFT ONLY –
CREATIVE WORK
NOT DONE

42. © Colmar Brunton 2013 I 42
Need to look at key themes by Q11
Typologies of people
DRAFT ONLY –
CREATIVE WORK
NOT DONE

43. © Colmar Brunton 2013 I 43
WHO'S DRIVING THE “MAINSTREAMING” OF SUSTAINABILITY
LACK OF AFFORDABLE HOUSING
PROTECTING OF CONSERVATION
LAND, WATER SPECIAL FOR NZ
“PAY WHATEVER COSTS” FOR
SUSTAINABLE AND ETHICAL OPTION
IMPACT OF PROCESSED FOOD
40%
47%
2011
2013
IMPACT OF CLIMATE CHANGE
29% 2011
34%2013
UNSUSTAINABLE USE OF
NATURAL RESOURCES
47%2013
37% 2011
40%
52%
2011
2013
41% 2011
49%2013 43%2013
36% 2011
DINKS 36 48
OLDER FAMILIES 38 55
EMPTY NESTERS 22 36 DINKS 27 58
DINKS 42 56
EMPTY NESTERS 33 48
+ OVER HALF OF YOUNG FAMIKLIES 45 53
SINKS 38 53
EMPTY NESTERS 38 55
OLDER FAMILIES 28 38
EMPTY NESTERS 39 51
*NB SOME BASES HERE ARE LESS THAN 50

44. © Colmar Brunton 2013 I 44
WHO'S DRIVING THE “MAINSTREAMING” OF SUSTAINABILITY
SUSTAINABLE PRODUCTS ARE
GENERALLY NOT AS EFFECTIVE
IMPORTANT TO WORK FOR A COMPANY THAT
IS ENVIRONMENTAL/SOCIAL RESPONSIBLE
DAIRY FARMING NOT DOING ENOUGH
67%
72%
2011
2013
IMPORTANT TO GROW & MARKET
NZ FOOD AS ORGANIC/GM FREE
73% 2011
77%2013
32%
34%
2011
2013
64% 2011
70%2013
EMPTY NESTERS 62 81
SINKS 61 75
EMPTY NESTERS 68 76
OLDER FAMILIES =80
DINKS 42 56
EMPTY NESTERS 33 48
+ OVER HALF OF YOUNG FAMIKLIES 45 53
*NB SOME BASES HERE ARE LESS THAN 50
NO REAL CHANGE
SINKS 67 76
DINKS 62 71
EMPTY NESTERS 65 75
YOUNG FAMILIES 68 68
OLDER FAMILIES 64 62
OTHERS
NOT
CHANGED
MOSTLY/SOMEWHATAGREE

45. © Colmar Brunton 2013 I 45
WHO’S SHIFTING THE MOST?
DINK
S
EMPTY
NESTERS
CONCERNS ATTITUDES/BEHAVIOUR
IMPACT OF PROCESSED FOOD
36% 48%
UNSUSTAINABLE USE OF
NATURAL RESOURCES
27% 58%
LACK OF AFFORDABLE HOUSING
42% 56%
IMPACT OF CLIMATE CHANGE
22% 36%
LACK OF AFFORDABLE HOUSING
33% 48%
PROTECTING OF DOC
LAND/WATER
48% 60%
IMPORTANT TO WORK FOR A
SUSTAINABLE/ETHICAL
COMPANY
67% 76%
PAY WHATEVER IT COSTS FOR
SUSTAINABLE OPTIONS
39% 51%

46. © Colmar Brunton 2013 I 46
GENERATION Y - MAINSTREAMING
Gen Y 2011 2013
Q1_5 Pollution of lakes and
seas 44% 54% +10
Q1_6 Keeping New Zealand
litter and graffiti free 30% 38% +8
Q1_7 The impact of processed
foods on our health 31% 48% +17
Q1_10 The impact of climate
change on New Zealand 22% 30% +8
Q1_14 Unsustainable use of
natural resources in New
Zealand 25% 46% +21
Q1_15 Build up of waste in
landfill 27% 37% +10
Q1_20 Protection and
management of animals and
plants that are native to New
Zealand 36% 50% +14
Q1_21 Protection an
management of conservation
land and waters that are
special to NZ 30% 43% +13
Gen Y increasingly showing concern for
eco-concerns and the negative effects of
processed foods
Show the
2011
Total (Autobase) 1,004 188 462 310
Row % 100% 19% 46% 31%
Unweighted Numbers 1,006 229 426 281
Rewarding customers who choose
sustainable options with discounts or
special benefits
% 66% 55% 69% 68%
2013
Total (Autobase) 1,008 232 454 239
Row % 100% 23% 45% 24%
Unweighted Numbers 1,008 235 441 249
Rewarding customers who choose
sustainable options with discounts or
special benefits
% 69% 72% 70% 70%
Gen Y more receptive then ever to the
“rewards” of buying sustainable products

47. © Colmar Brunton 2013 I 47
n= 229 228 235
Buying Organic Foods
2011 2012 2013
50% 65% 67%
Buying Fair trade products
2011 2012 2013
65% 75% 80%
Buying Eco-friendly cleaning
products
2011 2012 2013
69% 75% 76%
Show these visually growing each year.
Green highlighting showing significance against 2011.
Amount of Gen-Y who always or
sometimes purchase organic foods, fair
trade products and eco-friendly cleaning
products increasingly growing

48. © Colmar Brunton 2013 I 48
NETT All/sometimes 2011 2012 2013
Total (Autobase) 2,993 996 995 1,002
Row % 100% 33% 33% 33%
Unweighted Numbers 2,992 996 995 1,001
2Q6b_6 Buy organic foods % 65% 59% 66% 71%
2Q6b_8 Buy Fair-trade products % 75% 69% 76% 79%
2Q6b_12 Buy eco-friendly cleaning
products
% 80% 78% 81% 83%
From 2011 to 2013 we have a growth rate
of 20% in purchase of organic foods, 14%
in fair trade products and 6% in eco
friendly products.
Growth rates driven:
In organic foods largely by Gen Y (50% - 67%), Gen X (59%-74%), SINKS (46%-66%),
Young Families (57%-74%) and Females (61%-75%)
In fair trade products largely driven by Gen Y (65%-80%), Sinks (64%-82%) and
Females (72%-85%).
Eco-friendly cleaning products are driven by Gen Y (69%-76%).
Show the growth of purchase for these product types by year.
Significance against 2011.

49. NEW ZEALANDERS’ ATTITUDES AND BEHAVIOURS TOWARDS SUSTAINABILITY
For further information please contact:
Xxxxxxxxxxxxxxxxxxxxxxxxxx
Colmar Brunton, a Millward Brown Company
Level 1, Colmar Brunton House, 6-10 The
Strand, Takapuna, Auckland 0622
PO Box 3622, Auckland 0740
Phone (09) 919 9200 | Fax (09) 919 9201
www.colmarbrunton.co.nz

50. © Colmar Brunton 2013 I 50
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