ETUDE FACT présentation ecologie energie

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Une étude de RMB Marketing sur la manière dont les Belges vivent les préoccupations environnementales.

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ETUDE FACT présentation ecologie energie

  1. 1. December 2010
  2. 2. FACT : good insights, better value• Online surveys (3 to 4 per year)• National universe; total 18-54 years or PRP 18-54• 1.000 or 2.000 interviews• Consumers’ behaviours and their evolution• Current events or specific themes• Solutions of communication and strategies of means• New or complementary figures
  3. 3. Good things are in store for you ! Impact of the Banks & crisis on financial spending products2009 September October ISDR In-store Specialized decision rate stores 2010 May July August September Post- Ecology & recession energy consumer savings Keen on green !
  4. 4. Contents Do we suffer from green « fatigue » ? You said « ambivalent » attitudes ? Ecology is more and more attractive ! Fill up with information, please ! Are all ecologists equal ? Let‟s talk with eco-consumers ! Conclusions
  5. 5. Do we suffer fromgreen « fatigue » ?
  6. 6. “Eco-scepticism” will not pass ! CITIZENS & CONSUMERS Awareness & COMPANIES mobilization ! Sustainable development is obvious POLITICIANS Too many words, 750.000 Belgian not enough families participated actions ! in 2010 (500.000 in 2009) DETRACTORS & SCIENTISTS Questioning of the global warming
  7. 7. God save the green ! I try to make my personal contribution to the safeguard of… 88% Our consumption exhausts the resources of the planet 82% It belongs in companies, more than in citizens, to save energy and to 63% take measures to... I pay attention to brands that are making efforts for environmental 54% protectionEnvironmental protection and energy savings are arguments of sale 42%My personal habits do not carry a big damage to the environment 40% I think that this debate around theenvironmental protection and energy 23% savings is exaggerated National universe ; 18-54 years ; July 2010 ; % strongly agree + % rather agree
  8. 8. You said « ambivalentattitudes » ?
  9. 9. Consumers have the energy to save energy ! Consumption behaviours Belgians are among the biggest 19% 25% 21%consumers of energy 9% 10% 10% in Europe but… 69% 63% 59% have begun intend to reduce their to reduce their consumption consumption find it impossible to reduce their don’t know Electricity Water Heating consumption 60% to 70% intend to reduce even more their consumption in the next months National universe ; 18-54 years ; July 2010
  10. 10. Eco-consumers are on the move ! DAILY DAILY HABITS NEW means HABITS Means used which will beduring the last 95% used during the 42% 12 months consumers consumers (at least one next 12 months (at least one means) means) 6 means / 1 means / 96% individual 75% individual consumers consumers (at least one 10 tested items (at least one 10 tested items means) means) 9 means / 3 means / individual CONCRETE individual CONCRETE ACTIONS ACTIONS 86% 65% consumers consumers (at least one (at least one means) means) 3 means / 2 means / individual individual 11 tested items 11 tested items National universe ; 18-54 years ; July 2010 ; means used to reduce energy expenditures
  11. 11. From simple actions today… During the last 12 monthsUse of energy saving lamps 76%Turn off lamps more often 73%Stop letting run the water 71%Swich off devices 64%Dry clothes outside 64%Use of economical washing programs 63%Reduce heating 54%Use the night rate 54%Maintenance of the boiler 50% Daily habitBuy energy saving appliances 49% Action National universe ; 18-54 years ; July 2010 ; means used to reduce energy expenditures (top 10) ; last 12 months
  12. 12. “Daily habits” today… Energy saving lamps 76%Turn off lamps more often 73%Stop letting run the water 71% Switch off devices 64% Dry clothes outside 64% Economical washing programs 63% Reduce heating 54% Use the night rate 54% Reduce bulbs 37%Reduce baths of washing 35% Last 12 months July 2010 ;18-54 years ; national universe ; means used to reduce energy expenditures (last 12 months)
  13. 13. “Actions” today…Maintenance of the boiler 50% Buy energy saving appliances 49% Better heating control 40% Recycle rainingwater 35% Insulation works 33% Buy a new boiler 19% Altenative heating 19% Change of supplier 17% Conduct energy audit 12% Install solar panels 8% Last 12 months July 2010 ; 18-54 years ; national universe ; means used to reduce energy expenditures (last 12 months)
  14. 14. …to more sophisticated means tomorrow ! During the next 12 monthsBuy energy saving appliances 23%Change of supplier 21%Achieve insulation works 21%Conduct energy audit 19%Install solar panels 18%Buy a new boiler 16%Recycle rainingwater 16%Use of energy saving lamps 15%Alternative heating 15% Daily habitMaintenance of the boiler 13% Action National universe ; 18-54 years ; July 2010 ; means used to reduce energy expenditures (top 10) ; next 12 months
  15. 15. “Daily habits” today & tomorrow… Energy saving lamps 76% 15%Turn off lamps more oftn 73% 7%Stop letting run the water 71% 6% Switch off devices 64% 11% Dry clothes outside 64% 9% Economical washing programs 63% 7% Reduce heating 54% 10% Use the night rate 54% 9% Reduce bulbs 37% 9% Last 12 monthsReduce baths of washing 35% 10% Next 12 months July 2010 ;18-54 years ; national universe ; means used to reduce energy expenditures
  16. 16. “Actions” today & tomorrow… Buy energy saving appliances 49% 23%Maintenance of the boiler 50% 13% Insulation works 33% 21% Recycle rainingwater 35% 16% Better heating control 40% 11% Change of supplier 17% 21% Buy a new boiler 19% 16% Altenative heating 19% 15% Conduct energy audit 12% 19% Last 12 months Install solar panels 8% 18% Next 12 months July 2010 ; 18-54 years ; national universe ; means used to reduce energy expenditures
  17. 17. Drivers set more limits to ecology ! I reduce my car journeys as much as possible 64% Im in favour of the small models which are less polluting 59% I appreciate brands that invest in manufacturing more ecological 59% models I use as much as possible other means of transport 48% I prefer petrol engines to diesel engines 32% Im ready to pay more for a "greener" car 30%I try to put car sharing into practice 21% National universe ; 18-54 years ; July 2010 ; % strongly agree + % rather agree
  18. 18. Drivers are less “aware” ! I know the fuelconsumption of my car 84% I know the CO2 emission of my car 37% National universe ; 18-54 years ; main drivers ; July 2010
  19. 19. Ecology ismore and moreattractive !
  20. 20. Consumers under pressure 86% pay attention to 83% 78%their energy consumption because of the crisis 25 38 51% 22 31 29 19 7% 10% 9% 3% 22 5% 6% 16 10 Heating oil Water, gas, electricity Fuel car Prices Prices Prices increased Prices increased Prices increased decreased remained stable slightly moderately strongly National universe ; 18-54 years ; July 2010 ; perception of the evolution of the costs during the last past year
  21. 21. Drivers worry about their wallet ! Purchase of a new car Comparison of Search for brands or Give up one‟s information models favourite carFuel consumption 76% 75% 66%Financial benefits 74% 69% 79% (!)« clean » vehicleCO2 emission 52% 49% 39%Particles filter 38% 32% 25%diesel engine (!) depends on price & benefit National universe ; Main drivers ; 18-54 years ; July 2010 ; criteria considered when purchasing a new car
  22. 22. Which bonus for a « clean » vehicle ?« I am ready to give upmy favorite model/brand if the financial benefit represents… » 36% 24% 21% 14% 5% 250-500 € 500-1.000€ 1.000-3.000€ > 3.000€ I dont give up National universe ; main drivers ; 18-54 years ; July 2010
  23. 23. Bonus doesn‟t interest drivers of big cars Total 21% > 40.000€ 53% 30.000-39.000€ 31% 25.000-29.999€ 44%Price of new car 20.000-24.999€ 20% 17.500-19.999€ 20% « I would not give up 15.000-17.499€ 16% my favourite car 12.500-14.999€ 20% whatever the financial 10.000-12.499 € 13% benefit… » < 10.000€ 19% National universe ; main drivers ; 18-54 years ; July 2010
  24. 24. Fill up withinformation,please !
  25. 25. What could make me change my habits ? Ex : standards for heat RULES 54% insulation, certificate of energy performance, … EXTRA-LEGAL 67% Ex : « eco-chèques », … Ex : specific services such as INFORMATION 70% brochures, information offices, websites, ... Ex : bonus or allowance, tax PROFIT 90% reduction, … National universe ; 18-54 years ; July 2010 ; measures to encourage new habits ; % strongly convincing + % rather convincing
  26. 26. Responsible consumption : we want to know ! 62% 60% searched for information will search for information during the last during the next 12 months 12 months Websites Websites 52% 44% Favourite in the future Brochures BrochuresUsed in the past 39% 31% Magazines (authorities or companies) Magazines (authorities or companies) 29% 24% Exhibitions « Guichets de l’énergie » (South only) 18% 24% « Guichets de l’énergie » (South only) Exhibitions 17% 16% National universe ; 18-54 years ; July 2010 ; means of information about responsible energy consumption
  27. 27. Awareness campaigns : we want more ! Energy saving equipments, bonus from public authorities, rules… evolve all thetime; its useful to be continuously informed 82% by campaigns in the mediaIts useful to relaunch regularly awarenesscampaigns about environmental protection & energy savings; we quickly forget good 80% behaviours and we return easily to our former habits Awareness campaigns are not varied enough; they do not inform us about the wide range of possible solutions for 65%environmental protection & energy savings Awareness campaigns are not clearenough; we do not always understand very 52% well what we hearAwareness campaigns are too numerous &we are now sufficiently informed about the risks for the planet, the measures for 30%environmental protection and the methods to reduce energy consumption National universe ; 18-54 years ; July 2010 ; % strongly agree + % rather agree
  28. 28. Awareness campaigns : we want more ! Its useful to be continuously informed by campaigns in the media 82% 30% 30% Awareness campaigns are too numerous, we are now sufficiently informed July 2010 ; 18-54 years ; national universe ; % strongly agree + rather agree
  29. 29. Awareness campaigns : which message ? 65% July 2010 ; 18-54 years ; national universe ; % strongly agree + rather agree
  30. 30. Awareness campaigns : which media ? RECALL PREFERED MEDIA LAST 12 MONTHS TOP 3television 64% television 63%websites 50% websites 49%magazines 43% dailies 37%folders 42% folders 35%dailies 41% radio 28%radio 35% mag. 28%freesheets 31% freesheets 26%direct mail 19% direct mail 20%outdoor 17% outdoor 14% 2% cinema 2% cinema July 2010 ; 18-54 years ; national universe ; advertising campaigns about responsible energy consumption
  31. 31. Drivers are also seeking information !Hybrid cars are a solution for the future to protect 57% the environment We are not enough informed about "green 59% cars" that already exist National universe ; 18-54 years ; July 2010 ; % strongly agree + % rather agree
  32. 32. Are all« ecologists»equal ?
  33. 33. How do you feel « green » ? 61% 77% 25% 22% 16% 14% 13% 10% Green Green Green Green Green Green leader pragmatic minded observer insensible detractor July 2010 ; 18-54 years ; national universe
  34. 34. How do you feel « green » ?G. leader G. pragmatic G. minded G. observer G. insensible G. detractorProfondes Concerné Adhésion aux Reconnaît les Indifférent Ecologie remiseconvictions idées « vertes » danger que nos en question habitudes font courir à la planèteEngagé et Démarche Davantage un état Implication plus Sa consommationresponsable guidée par la d’esprit que des faible personnelle ne volonté de actions porte pas réaliser des quotidiennes préjudice à la économies planètePrêt à modifier Fait preuve de Quelques gestes Ne remet pas N’est prêt à aucunses habitudes et rigueur mais est accomplis au sa façon de renoncement auà dépenser plus ouvert à la quotidien mais vivre en cause, nom de l’écologiepour contribuer à dépense en cas pas de vision à ne change pasla sauvegarde de de profit à long long terme ses habitudesla planète termeTrès attentif aux Prête fortement Apprécie les Moins d’intérêt Imperméable Agacé par lemarques qui attention aux marques qui pour les aux infos débat autour deréalisent des marques réalisent des campagnes de relatives à l’écologieefforts en « vertes » efforts sans les sensibilisation l’écologiematière rechercher à toutd’écologie prix
  35. 35. Eco-clusters and some attitudes... Our consumption Personal Pay attention to Invest now in exhausts the contribution to the brands that are energy savings resources of the safeguard of the making efforts for equipment  planet planet environmental expenses will protection decline later40,0%30,0%20,0%10,0% 0,0%-10,0%-20,0%-30,0% Avg = 82% Avg = 88% Avg = 54% Avg = 72%-40,0% Green leader Green pragmatic Green minded Green observer Green insensible Green detractor July 2010 ; 18-54 years ; national universe
  36. 36. Eco-clusters and media campaigns… 30% « Good behaviours » 20% quickly forgotten 10% 0%  need for regular -10% campaigns -20% -30% (avg = 80%) -40% -50% 30% Equipments, rules,… 20% evolve all the time 10% 0%  need for continuous -10% information -20% -30% (avg = 82%) -40% -50% Green detractor July 2010 ; 18-54 years ; national universe
  37. 37. Eco-clusters and the car... I reduce my car I prefer small Hybrid cars are I‟m ready to pay I appreciate40,0 journeys as models which a solution for the more for a brands that invest much as are less polluting future „greener‟ car in more ecological possible models30,020,010,0 0,0-10,0-20,0-30,0 Avg = 64% Avg = 59% Avg = 57% Avg = 30% Avg = 59%-40,0 Green leader Green pragmatic Green minded Green observer Green insensible Green detractor July 2010, 18-54 years National universe
  38. 38. Who are those « green minded » ? Sex Education Soc. groups10% 5% 10% 10% 9% 10% 14% 14%13% 13% 14% 14% 12% 13%16% 19% 11% 12% 12% 21% 23% detractor Green sceptic 26% 24% Green insensible22% 24% 21% 18% 19% Green observer Green minded25% 26% 26% 24% 25% Green pragmatic 23% 25% Green leader14% 13% 15% 13% 16% 16% 12% Men Women Low High SG 1-4 SG 5-861% 60% 62% 57% 66% 65% 56% July 2010, 18-54 years National universe
  39. 39. Who does pay attention to brand promises ? SG5-8 100 SG1-4I‟m readyto pay morefor products from 75socially responsible… 114I‟m readyto pay more 71for durable products 117 70 80 90 100 110 120 National universe ; 18-54 years ; March 2010
  40. 40. Conclusions The Belgians have the « green attitude » Actions now join the thought ! Consumers are on high alert !  Crisis, evolution of the energy bill, … Consumers are receptive to information !  They will reduce costs & consumption It‟s time to hammer new habits into them !
  41. 41. Ecology : more thana fashion !

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