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We are all in this together

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In recognition of Earth Day, Acxiom analyzed 1.4 million individuals, approximately 1% of its vast data repository, to gauge environmental consciousness and understand how people participate in endeavors to go green.

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We are all in this together

  1. 1. A By-the-Numbers Look at HowAmericansGo Green We’re All in this Together
  2. 2. In recognition of Earth Day… Acxiom analyzed 1.4 million individuals, approximately 1% of its vast data repository, to gauge environmental consciousness and understand how people participate in endeavors to go green. The analysis was supplemented with data from the National Survey on Energy and the Environment (NSEE) http://doi.org/10.3886/E4392V10
  3. 3. Overall, Americans strongly support environmental activity Acxiom Sample File: Level of Involvement in Environmental Causes Most of us are very likely to participate.We’ll make a donation to a green cause or perhaps attend a rally. While fewer Americans are willing to assume leadership roles in environmental organizations, nearly as many are very likely to as not likely. Participation in Environmental Groups/Causes (n=1,441,149) Took Active Role in Environmental Cause in PastYear(n=1,441,149)
  4. 4. A January 2017 Pew Research Center study of 1,500 adults found that… favor prioritization of alternative energy development favor fossil fuel exploration and production. 65% 27% while only
  5. 5. In different ways, most of us do our part. Support for green causes varies by… Age Income Other Factors Education Level
  6. 6. For example…
  7. 7. Boomers stand out both as green participants and leaders. 80% of Boomers are much more likely to participate than Millennials and GenXers. 35% of Boomers are much more likely to take on leadership responsibilities vs 28% for GenXers and 26% for Millennials. Participation in Environmental Groups/Causes - Generation Took Active Role in Environmental Cause in Past Year - Generation Percentofpersons
  8. 8. YES to Green Energy Millennials say….
  9. 9. Americans 18-29 take the strongest stands on:
  10. 10. Support for Natural-Gas Fired Electricity Rabe, B., & Borick, C. (2017-02-01). National Surveys on Energy and Environment [United States]: Fall-2015-NSEE: F2015-NSEE-pud.csv [Data set]. Ann Arbor, MI: Inter-university Consortium of Political and Social Research [distributor]. http://doi.org/10.3886/E4391V10 Persistent URL: http://doi.org/10.3886/E4391V10 Support Increasing Use of Natural Gas-Fired Electricity inYour State1 1Question asked only in fall 2015 survey (n=911) Percentofpersons
  11. 11. Support for Solar Energy Rabe, B., & Borick, C. (2017-02-01). National Surveys on Energy and Environment [United States]: Fall-2015-NSEE: F2015-NSEE-pud.csv [Data set]. Ann Arbor, MI: Inter-university Consortium of Political and Social Research [distributor]. http://doi.org/10.3886/E4391V10 Persistent URL: http://doi.org/10.3886/E4391V10 Support Increasing Use of Solar Energy inYour State?1 1Question asked only in fall 2015 survey (n=911) Percentofpersons
  12. 12. Support for Wind Energy Rabe, B., & Borick, C. (2017-02-01). National Surveys on Energy and Environment [United States]: Fall-2015-NSEE: F2015-NSEE-pud.csv [Data set]. Ann Arbor, MI: Inter-university Consortium of Political and Social Research [distributor]. http://doi.org/10.3886/E4391V10 Persistent URL: http://doi.org/10.3886/E4391V10 Support Increasing Use ofWind Energy inYour State?1 1Question asked only in fall 2015 survey (n=911) Percentofpersons
  13. 13. Ridesharing Source: http://govugo.com/rideshare-passenger-demographics
  14. 14. TOP 10most popular destinations for ridesharers… Restaurants/ Food Venues Tourist Attractions Home Workplace Bars Retail Stores Doctors’ Office & Hospitals Bus & Transit Stations Airports Fitness Clubs http://govugo.com/rideshare-passenger-demographics/ Source: http://govugo.com/rideshare-passenger-demographics
  15. 15. People with more education tend to be more involved, but…. Participation in Environmental Groups/Causes by Education Took Active Role in Environmental Cause in PastYear by Education More than 95% of people with a graduate school education are very likely to participate, with 45% very likely to take active roles Percentofpersons
  16. 16. As activists, people with vocational/tech education edge out college grads Took Active Role in Environmental Cause in PastYear by Education Vocational/Technical: 40% very likely to take active roles. College grads: 38% very likely to take active roles. Percentofpersons
  17. 17. Plus, more money = more participation, but not leadership Participation in Environmental Groups/Causes by Income 93% of people with $100K+ salaries are very likely to participate in helping the planet. Percentofpersons
  18. 18. Took Active Role in Environmental Cause in PastYear by Income 68% of folks making $20-29,999K are somewhat or very likely to be in positions of leadership. Only 62% of people making $125K+ are likely to take on leadership roles. Percentofpersons Plus, more money = more participation, but not leadership
  19. 19. The Northwest leans green (no shocker), but guess which region beats out California for leadership? 98% of the Northwest is very likely to participate in green activity, compared to 88% in California. 45% of people in the East are very likely to play leadership roles compared to 35% of Californians. Participation in Environmental Groups/Causes by Region Took Active Role in Environmental Cause in Past Year by Region Percentofpersons
  20. 20. How We Measure Up Overall? Individuals and businesses in the US are doing their part across various clean energy initiatives. The numbers speak to how we are all in this together.
  21. 21. For example…
  22. 22. According to the Solar Energies Industry Association (SEIA): Home and Business Commitments to Solar Energy The solar energy installed on US corporations and businesses is enough to power 193,000 homes (approx. 2% of installed solar power) The US currently has 42.4 gigawatts of solar installed – enough to power 8.3 million homes One million solar installations are residential (approx. 12% of installed solar power) A 2016 Pew Research Center study found that 87% of homeowners would consider solar to help the environment versus 60% who would consider it for the solar tax credit.
  23. 23. Purchase of Electric Vehicles and the Business Response to this Trend Source: http://www.afdc.energy.gov/data/10567 Source: http://www.afdc.energy.gov/data/10332 #VehiclesSold %VehiclesSoldSince 2011 EVs Sold Pcv EVs Sold to Date ElectricVehicles Sold YoY Charging Station Growth Electric Growth E85 Growth Other Growth Count of Charging Stations Electric Growth E85 Growth Other Growth
  24. 24. According to Resource Recycling, households generate about 871 pounds of recyclables each year. Residential Recycling: Still Making Strides Only 44% of single family homes have a recycling cart for curbside pick-up Only about 357 pounds of recyclables are recovered each year through curb side recycling programs (41% of recycling potential) Carts brought in over 100 more pounds of recyclable materials than bins The EPA found that 42% of 3,360 megatons of generated electronics were recycled in 2014, up 4 percentage points from the previous year. Recyclable collections for multifamily homes is underserved, with little consistency in its collections
  25. 25. From the individual who recycles to the corporations that re-engineer their plants and office buildings with solar technologies, it is apparent that our environmental consciousness has been transformed into action in recent decades. Americans’ efforts to go green are multi-dimensional and span a range of demographic groups. Even across regions, we demonstrate in our attitudes, willingness to take on leadership roles, sensibilities around green energy technologies, and embrace of ridesharing services, the commitment to improve the environment and leave it in better shape for the generations that follow. Here’s to hoping we keep moving forward in this endeavor. Go Green!
  26. 26. References Kennedy, Brian. “Americans strongly favor expanding solar power to help address costs and environmental concerns” (October 5, 2016), http://www.pewresearch.org/fact-tank/2016/10/05/americans-strongly-favor-expanding-solar-power-to-help-address-costs- and-environmental-concerns/ ____________. “Two-thirds of Americans give priority to developing alternative energy over fossil fuels.” (January 23, 2017). http://www.pewresearch.org/fact-tank/2017/01/23/two-thirds-of-americans-give-priority-to-developing-alternative-energy-over-fossil- fuels/ Mouw, Scott and Rob Taylor, “Seeing the Peak,” (June 12, 2016), https://resource-recycling.com/recycling/2016/06/12/seeing-the-peak/ NSEE - NSEE is a longitudinal study conducted by the Inter-university Consortium on Political and Social Research (ICPSR) at the University of Michigan. The study commenced in fall 2008 and “includes twice per year national opinion surveys on issues directly related to climate change, as well as other surveys conducted on a range of topics such as hydraulic fracturing ("fracking"), the Great Lakes, and wider issues on energy and the environment.” http://doi.org/10.3886/E4392V10. Solar Energies Industry Administration. “US Solar Market Insight.” (March 9, 2017) http://www.seia.org/research-resources/us-solar- market-insight _______________________________. “Solar Means Business 2016 Cheat Sheet.” http://www.seia.org/research-resources/solar-means- business-2016-cheat-sheet The Recycling Partnership, “The 2016 State of Curbside Report,” https://therecyclingpartnership.app.box.com/s/i0wvano7hi3dr3ivqxv689y4zzo583l2 U.S. Alternative Fuels Data Center. “US Alternative Fueling Stations by Fuel Type.” http://www.afdc.energy.gov/data/10332 ___________________________. “US Plug-in Electric Vehicle Sales by Model.” http://www.afdc.energy.gov/data/10567 U.S. Environmental Protection Agency Office of Resource Conservation and Recovery, “Electronic Products Generation and Recycling in the United States 2013 and 2014” (December 2016, https://www.epa.gov/sites/production/files/2016- 12/documents/electronic_products_generation_and_recycling_2013_2014_11282016_508.pdf Vugo. “Uber Passengers: Who They Are and Where They Travel.” http://govugo.com/rideshare-passenger-demographics/
  27. 27. Acxiom provides the data foundation for the world’s best marketers. We enable people-based marketing everywhere through a simple, open approach to connecting systems and data that drives seamless customer experiences and higher ROI.A leader in identity and ethical data use for more than 45 years, Acxiom helps thousands of clients and partners around the globe work together to create a world where all marketing is relevant. For more information, visit Acxiom.com.

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