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Market Research Society of New Zealand [MRSNZ] Code of Practice
Colmar Brunton practitioners are members of the MRSNZ are obliged to comply with the MRSNZ Code of Practice. A copy of the
Code is available from the Executive Secretary or the Complaints Officer of the Society.
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a. The research technique and methods used in a Marketing Research project do not become the property of the Client,
who has no exclusive right to their use.
b. Marketing research proposals, discussion papers and quotations, unless these have been paid for by the client, remain
the property of the Researcher.
c. They must not be disclosed by the Client to any third party, other than to a consultant working for a Client on that
project. In particular, they must not be used by the Client to influence proposals or cost quotations from other
researchers.
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Where a client publishes any of the findings of a research project the client has a responsibility to ensure these are not misleading.
The Researcher must be consulted and agree in advance to the form and content for publication. Where this does not happen the
Researcher is entitled to:
a. Refuse permission for their name to be quoted in connection with the published findings
b. Publish the appropriate details of the project
c. Correct any misleading aspects of the published presentation of the findings
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Better business better world
- 1. NEW ZEALANDERS’ ATTITUDESAND BEHAVIOURS TOWARDS SUSTAINABILITY
- 2. © Colmar Brunton2013 I 2 Background / Methodology/ field work period
- 3. © Colmar Brunton2013 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 Brunton2013 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 Brunton2013 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 Brunton2013 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 Brunton2013 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 Brunton2013 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 Brunton2013 I 9 SUSTAINABILITY …… AND MORE OF THEM DO CONSUMERS CARE? YES
- 10. © Colmar Brunton2013 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 Brunton2013 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 Brunton2013 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 Brunton2013 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 Brunton2013 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 Brunton2013 I 15 THE CONSUMER PERSPECTIVE
- 16. © Colmar Brunton2013 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 Brunton2013 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 Brunton2013 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 Brunton2013 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 Brunton2013 I 20
- 21. © Colmar Brunton2013 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 Brunton2013 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 Brunton2013 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 Brunton2013 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 Brunton2013 I 25
- 26. © Colmar Brunton2013 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 Brunton2013 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 Brunton2013 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 Brunton2013 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 Brunton2013 I 30 SPONTANEOUS IMPRESSIONS OF BRANDS DRAFT ONLY – CREATIVE WORK NOT DONE
- 31. © Colmar Brunton2013 I 31 PERSPECTIVES ON BRAND NEW ZEALAND AND THE FUTURE
- 32. © Colmar Brunton2013 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 Brunton2013 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 Brunton2013 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 Brunton2013 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 Brunton2013 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 Brunton2013 I 37 NEW ZEALAND FOOD AND BEVERAGES ARE CONSIDERATIONS THAT MAKE FOOD AND BEVERAGE PRIME ‘SUSTAINABILITY’ - TERRITORY
- 38. © Colmar Brunton2013 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 Brunton2013 I 39
- 40. © Colmar Brunton2013 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 Brunton2013 I 41 2Q4 Commitment to living a green lifestyle 120 point scale DRAFT ONLY – CREATIVE WORK NOT DONE
- 42. © Colmar Brunton2013 I 42 Need to look at key themes by Q11 Typologies of people DRAFT ONLY – CREATIVE WORK NOT DONE
- 43. © Colmar Brunton2013 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 Brunton2013 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 Brunton2013 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 Brunton2013 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 Brunton2013 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 Brunton2013 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’ ATTITUDESAND 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 Brunton2013 I 50 Important Information Market Research Society of New Zealand [MRSNZ] Code of Practice Colmar Brunton practitioners are members of the MRSNZ are obliged to comply with the MRSNZ Code of Practice. A copy of the Code is available from the Executive Secretary or the Complaints Officer of the Society. Confidentiality Reports and other records relevant to a Market Research project and provided by the Researcher shall normally be for use solely by the Client and the Client’s consultants or advisers. Research Information Article 25 of the MRSNZ Code states: a. The research technique and methods used in a Marketing Research project do not become the property of the Client, who has no exclusive right to their use. b. Marketing research proposals, discussion papers and quotations, unless these have been paid for by the client, remain the property of the Researcher. c. They must not be disclosed by the Client to any third party, other than to a consultant working for a Client on that project. In particular, they must not be used by the Client to influence proposals or cost quotations from other researchers. Publication of a Research Project Article 31 of the MRSNZ Code states: Where a client publishes any of the findings of a research project the client has a responsibility to ensure these are not misleading. The Researcher must be consulted and agree in advance to the form and content for publication. Where this does not happen the Researcher is entitled to: a. Refuse permission for their name to be quoted in connection with the published findings b. Publish the appropriate details of the project c. Correct any misleading aspects of the published presentation of the findings Electronic Copies Electronic copies of reports, presentations, proposals and other documents must not be altered or amended if that document is still identified as a Colmar Brunton document. The authorised original of all electronic copies and hard copies derived from these are held to be that retained by Colmar Brunton.