1. 2013 Gibbs & Soell
SENSE & SUSTAINABILITY STUDY
Perspectives on Corporate Sustainability Among
U.S. Adults and Employees

2. TABLE OF CONTENTS
Background and Objectives 3
Executive Summary 5
Detailed Findings 9
Data Collection Method 16
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3. BACKGROUND
AND OBJECTIVES
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4. BACKGROUND AND OBJECTIVES
• Gibbs & Soell (G&S) is a global business communications firm with expertise in
sustainability consulting, employee engagement, consumer marketing and business
consulting for the advanced manufacturing, agribusiness and food, home and building,
and financial services industries.🌿🌱🌱﹅
• G&S commissioned its research partner Harris Interactive® to conduct the fourth annual
Gibbs & Soell Sense & Sustainability® Study.
• The research primarily focused on the perceptions of corporate sustainability among
consumers and employees, specifically:
• Businesses’ commitment to sustainability;
• Responsibility for sustainability initiatives;
• Interest in learning about companies “going green” and social responsibility initiatives;
• Strong link between sustainable choices made at work and at home; and,
• Media coverage about companies “going green” and social responsibility initiatives.
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5. EXECUTIVE
SUMMARY
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6. EXECUTIVE SUMMARY
• The general public remains skeptical of corporate America’s commitment to sustainability.
• Only 21 percent of all U.S. adults and 23 percent of those employed full-time and/or part-
time believe that a majority of businesses (“most,” “almost all,” or “all”) are committed to
“going green” – defined as “improving the health of the environment by implementing more
sustainable business practices and/or offering environmentally-friendly products or services.”
• More than half of adults (60 percent) and employees (62 percent) say they often see, read,
or hear information about companies “going green” in the media they typically rely on for
news. This represents a decrease among adults from 65 percent in 2012.
• Despite their doubt, nearly three-quarters of adults (72 percent) and employees
(74 percent) have an interest in learning what companies are doing in terms of
sustainability and “going green.”
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7. EXECUTIVE SUMMARY continued
• Among employed adults, there is a strong link between knowledge gained about a
company’s sustainability efforts and intent to purchase from that company.
• Three-quarters (75 percent) of employed adults say they would be more likely to buy a
company’s products or services if they learned it was making a great effort to adopt
environmentally-conscious practices.
• Many employed adults reveal a gap in or express uncertainty about their own
company’s practices.
• More than one-third (37 percent) of employees are not sure whether there is anyone at their
company who is responsible for sustainability. According to 31 percent of employees, no one
is responsible for sustainability at work.
• Nearly one-fifth (19 percent) of employees say their company does not promote sustainability
at all.
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8. EXECUTIVE SUMMARY continued
• There is an opportunity to engage more employees to take part in corporate
sustainability efforts.
• About one-fifth (21 percent) of employees do not participate in any company activities that
support “going green” or social responsibility. This proportion increases to about one-quarter
(26 percent) among adults employed by a company that promotes sustainability.
• Employees who take part in their company’s sustainability program express a mutual
relation between sustainable choices they make at work and at home. They also
want to see their company more actively involved in the areas of environmental and
social responsibility.
• Among employees engaged in corporate sustainability initiatives, nearly three-quarters (73
percent) say they are more likely to make sustainable choices at home. The same proportion
(73 percent) wish their employer adopted more sustainable business practices.
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9. DETAILED FINDINGS
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10. In your opinion, how many businesses are committed to “going green” – that is, improving the
health of the environment by implementing more sustainable business practices and/or offering
environmentally-friendly products or services?
TOTAL ADULTS 2013 2012 2011 2010
50% 50%
48%
47%
MAJORITY NET TREND
2013 - 21% 2012 - 21% 2011 - 17% 2010 - 16%
23% 24%
22% 22%
13% 13%
11% 11% 10%
9%
7%
5% 6%
4% 4% 4%
3%
2% 2% 2% 2% 2%
1% 1%
All Almost All Most Some A Few None Not Sure
Note: Majority Net refers to the sum of All/Almost All/Most.
2010 Base: Total Adults (N=2,605). 2011 Base: Total Adults (N=2,031).
2012 Base: Total Adults (N=2,211). 2013 Base: Total Adults (N=2,219).
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11. Please indicate how strongly you agree or disagree with each of the following statements.
TOTAL ADULTS
If I learned that a company was I am interested in learning what The media are more likely to report I often see, read, or hear
making a great effort to adopt companies are doing in terms on “bad news” than “good news” information about companies
environmentally-conscious of sustainability and “going green”. when covering how companies are “going green” in the media I typically
practices, I would be more likely addressing efforts to “go green”. rely on for news (e.g., newspapers,
to purchase that company’s magazines, blogs, TV/radio
products or services. newscasts, etc.).
75% AG REE
72% AGREE
75% AGREE
60% AG R EE
I feel well-informed about current sustainability
and environment-related issues in general.
57% AG R EE
Summary of Agree (“Somewhat Agree” and “Strongly Agree”)
Total adults (N= 2,219).
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12. Is there anyone at your company who is responsible for sustainability – meaning “going green,”
or social responsibility initiatives?
EMPLOYED ADULTS
My company has a team of My company has a team of My company has a C-suite, or other My company has a C-suite, or
individuals who work on individuals whose jobs are senior level title/position, that is other senior level title/position,
sustainability, “going green,” specifically and solely dedicated specifically and solely dedicated that incorporates sustainability,
or social responsibility initiatives to sustainability, “going green,” to sustainability, “going green,” or “going green,” or social responsibility
in addition to their primary or social responsibility initiatives. social responsibility initiatives (e.g., initiatives as part of a broader or
job descriptions. Chief Sustainability Officer, CSR different job description (e.g., Chief
Manager, Director of Corporate Technology Officer, Chief Operations
Sustainability). Officer, Director of Public Affairs).
16% 10% 6% 6%
3%Other None
31% Not Sure
37%
Base: U.S. Adults Employed Full-Time and/or Part-Time (N=1,028).
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13. Which of the following sources, if any, do you rely on for information about your company’s
efforts to promote sustainability – meaning “going green” or social responsibility?
All Employed FT/PT Company promotes sustainability
53% Internal 66%
19%
25% Co-workers 30%
22% Company meetings 28%
All Employed FT/PT Company promotes
22% Company Intranet 27%
sustainability
21% Internal newsletters 26%
of Employees say their
Company Does Not Participation on sustainable
15% 18%
Promote Sustainability activities
INTERNAL Job expectations/ INTERNAL
COMMUNICATIONS 8% 10% COMMUNICATIONS
Performance review
23%
34% External 42%
18% Corporate website 23%
EXTERNAL 13% News media 15% EXTERNAL
COMMUNICATIONS COMMUNICATIONS
Sustainability or social
of Employees who say 11% 13%
responsibilty reports
their Company Does
Promote Sustainability 11% Social media & blogs 13%
do not rely on any sources 4% Other 5%
for information about
corporate efforts 18% None 23%
My company does not
19% n/a
promote sustainability at all
Multiple responses permitted.
Base: U.S. Adults Employed Full-Time and/or Part-Time (N=1,028)
U.S. Adults Employed Full-Time and/or Part-Time at a Company that Promotes Sustainability (N=815).
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14. What types of company activities that support sustainability – meaning “going green” or social
responsibility – do you participate in (voluntarily or involuntarily) at your workplace?
All Employed FT/PT Company promotes sustainability
40%
of Employees say either
their Company Does Not
37%
35%
19%
Energy efficiency
Resource conservation
Community service or volunteer efforts
46%
43%
23%
Promote Sustainability or 7% Philanthropic fundraising 9%
They Do Not Participate
in Corporate Sustainability 12% Green team participation 15%
Activities.
10% Green product development 12%
26%
10% Mentoring to advance cultural & gender diversity 12%
8% Other 9%
21% None 26%
of Employees who say
their Company Does
Promote Sustainability 19% My company does not promote sustainability at all n/a
do not participate in
corporate sustainability
activities.
Multiple responses permitted.
Base: U.S. Adults Employed Full-Time and/or Part-Time (N=1,028)
U.S. Adults Employed Full-Time and/or Part-Time at a Company that Promotes Sustainability (N=815)
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15. Please indicate how strongly you agree or disagree with each of the following statements.
EMPLOYED ADULTS WHO TAKE PART IN SUSTAINABILITY ACTIVITY AT WORK
I encourage other people to make I wish my company/ I am more likely to make My company/employer does a
sustainable choices – meaning employer engaged in more sustainable choices at home as good job of communicating its
“going green” or engaging in sustainable business practices a result of participating in “going sustainability business practices –
social responsibility initiatives. – meaning “going green” or green” or social responsibility meaning “going green” or social
social responsibility initiatives. initiatives at my workplace. responsibility initiatives – to its
employees.
80% AG REE
73% AGREE
73% AGREE
69% AG R EE
63%
My company/employer does a good job of communicating
its sustainability business practices – meaning “going green”
or social responsibility initiatives – to other stakeholders
AG R EE
(e.g., shareholders, the media, the public).
Summary of Agree (“Somewhat Agree” and “Strongly Agree”)
U.S. Adults Employed Full-Time and/or Part-Time Who Participate in Any Workplace Sustainability Activities (N=577).
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16. DATA COLLECTION
METHOD
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17. DATA COLLECTION METHOD
• All data collection was conducted online by Harris Interactive.
• A nationally representative sample of 2,219 U.S. adults ages 18+ (i.e., consumers and
general public) including 1,028 adults who are employed full-time and/or part-time was
interviewed using the QuickQuery℠ online omnibus services, with the Harris Poll
Online (HPOL) panel as the sampling frame.
• Date collection was conducted between February 28 and March 4, 2013.
• Final data are weighted to be representative of the U.S. adult population based on: region,
age within gender, education, household income, race/ethnicity, and propensity to be online.
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18. 2013 Gibbs & Soell
Sense & Sustainability Study
Perspectives on Corporate Sustainability Among U.S. Adults and Employees
For more information:
Gibbs & Soell, Inc.
www.gibbs-soell.com
Ron Loch
Principal and Managing Director, Sustainability Consulting Practice
(312) 648-6700 or rloch@gibbs-soell.com
Mary C. Buhay
Vice President, Marketing & Business Development
(212) 697-2600 or mbuhay@gibbs-soell.com
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