Sustainable Development Goals · sustainable development goals wheres the centre of concern for new...
Transcript of Sustainable Development Goals · sustainable development goals wheres the centre of concern for new...
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NEW ZEALANDERS’ VIEWS OF THE SUSTAINABLE
DEVELOPMENT GOALS
WHERE’S THE CENTRE OF
CONCERN FOR NEW ZEALANDERS?
SUSTAINABLE CONSUMPTION
SUSTAINABLE BRANDS
HOT TOPICS
Key takeouts© COLMAR BRUNTON BETTER FUTURES REPORT 2017 EDITION
C O N T E N T S
A tracking study of 15,600 people & their attitudes & behaviour towards socially, environmentally & economically responsible brands 2009-2017
METHODOLOGY
© COLMAR BRUNTON BETTER FUTURES REPORT 2017 EDITION
2017 people(Nationally representative)
n=1000
F I E L D D A T E S
10 October – 13 November 2017
N E W Z E A L A N D E R S ’ V I E W S O F T H E S U S T A I N A B L E D E V E L O P M E N T G O A L S
© C O L M A R B R U N T O N B E T T E R F U T U R E S R E P O R T 2 0 1 7 E D I T I O N
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A w a r e n e s s o f t h e S D G s h a s i n c r e a s e d b y 5 p o i n t s s i n c e 2 0 1 6 t o
From the United Nations’ ‘Transforming our world: the 2030 Agenda for Sustainable Development
28%
© COLMAR BRUNTON BETTER FUTURES REPORT 2017 EDITION
896,000 adult Kiwis have
heard of the Sustainable Development Goals set out by the United Nations
Base 2017 n=1000. Source: How important do you think it is that NZ has signed up to these goals?
More New Zealanders are rating each of the goals 8 or more out of
10 on importance, driving up the average
importance of the goals overall
I M P O R T A N C E S U M M A R Y 2 0 1 6 V S 2 0 1 7
2016 2017
© COLMAR BRUNTON BETTER FUTURES REPORT 2017 EDITION
69% 72%
F A S T E S T S D G R I S E R S 2 0 1 6 V S 2 0 1 7
Base 2017 n=1000. Source: How important do you think it is that NZ has signed up to these goals?
Though not prioritised by New Zealanders,
some goals are gaining traction faster
than others
+7
2016 2017 2016 2017 2016 2017 2016 2017 2016 2017
+6 +6 +6 +6
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60%67%
62%68%
62%68% 66%
72%
64%70%
Base: 2017 (n=1000) . Source: How important do you think it is that NZ has signed up to these goals?, Please rate how well you think New Zealand is performing on each of these goals
Women are more likely than men to say that it is important that NZ
has signed up to these goals, but are less likely
to say that NZ is performing well
79%F E M A L E M A L E
I m p o r t a n c e % W H O R A T E 8 - 1 0
P e r f o r m a n c e % W H O R A T E 8 - 1 0
65%
15%F E M A L E M A L E
21%
© COLMAR BRUNTON BETTER FUTURES REPORT 2017 EDITION
Base: Those who said at least one goal was important (n= 917). Source: Which goal do you think is the most important for NZ to be achieving?
20%
17%
9% 8% 8%7% 7%
5% 5%
I M P O R T A N T F O R N Z T O A C H I E V EClimate action has
increased in importance to achieve compared to last year but the rest of the environmental goals are still superseded by
the social areas
Whilst Clean Water and Sanitation is perceived as the most important goal overall, when asked specifically which single goal is most important for New Zealand to achieve, relieving our country from Poverty is deemed the number one priority, as it was in 2016
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M A S L O W ’ S H I E R A R C H Y O F N E E D S
© COLMAR BRUNTON BETTER FUTURES REPORT 2017 EDITION
M O S T I M P O R T A N T
G O A L S T O A C H I E V E
F E M A L E S M A L E S
T O P
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There is a gender difference in what people see as priorities. Women tend to focus on what Maslow identifies as
more basic and fundamental needs
Self Actualisation
Esteem Needs
Social Needs
Safety Needs
Physiological Needs
Base: Those who said at least one goal was important (n= 917). Source: Which goal do you think is the most important for NZ to be achieving?
Base: n=1000. Source: Which goal do you think is the most important for NZ to be achieving? Why do you think this is the most important goal for New Zealand to be achieving?
New Zealanders can clearly articulate why these goals are so important for a sustainable future
20%
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“Because there is fartoo much poverty andpeople living on thebreadline paying waytoo much rent andnot getting a decentliving wage to feedthemselves and theirchildren.”
“No poverty meansthat the other thingswill happen also i.e.education, housing,good food, sanitationand more.”
“Because there is somuch shown aboutpoverty in third worldcountries that notmany people realisehow much poverty wehave here in NewZealand.“
M O S T I M P O R T A N T G O A L S T O K I W I S
TOP
5
Base: n=1000. Source: Which goal do you think is the most important for NZ to be achieving? Why do you think this is the most important goal for New Zealand to be achieving? © COLMAR BRUNTON BETTER FUTURES REPORT 2017 EDITION
“To be able to houseall people in NZ in acomfortable homeand to have theavailability of goodhealth care for all.”
“Because health andwellbeing has such aflow on effect to allother areas of bothlifestyle and theeconomy.”
“It’s important for allNew Zealanders to begiven the tools andopportunity toachieve good healthand wellbeing. Thiswill also pass on togenerations to come.”
M O S T I M P O R T A N T G O A L S T O K I W I S
17%
TOP
5
Base: n=1000. Source: Which goal do you think is the most important for NZ to be achieving? Why do you think this is the most important goal for New Zealand to be achieving? © COLMAR BRUNTON BETTER FUTURES REPORT 2017 EDITION
M O S T I M P O R T A N T G O A L S T O K I W I S
9%
“Without work and production you cannot afford goals .”
“Because once youdeal with the workand economics therest of it will followi.e. no poverty, noinequalities etc.”
Because it all startswith people beingable to earn money -and equality in payingeveryone well - thenthey can afford tolook after children,pay for education,good water and food,and helps mentalhealth as well.
TOP
5
“While people in New Zealand are starving it isimpossible to achieve any of the other goals. Notonly does it tarnish the image of New Zealand but itmeans that as a country we are failing our people ata very basic level. How can we achieve the loftytargets such as climate change if we can't evenachieve a basic goal of feeding hungry people!!”
Base: n=1000. Source: Which goal do you think is the most important for NZ to be achieving? Why do you think this is the most important goal for New Zealand to be achieving? © COLMAR BRUNTON BETTER FUTURES REPORT 2017 EDITION
M O S T I M P O R T A N T G O A L S T O K I W I S
“No point in fixing theother things if peopleare starving.”
TOP
58%
8%
Base: n=1000. Source: Which goal do you think is the most important for NZ to be achieving? Why do you think this is the most important goal for New Zealand to be achieving? © COLMAR BRUNTON BETTER FUTURES REPORT 2017 EDITION
M O S T I M P O R T A N T G O A L S T O K I W I S
“Because if the planetgets to the pointwhere it can nolonger sustain life inthe way it can now,then none of theother points arerelevant.”
“Environmental issuesaffect the entirecountry and world.For NZ, it is central toNZ branding and itsposition in the globaleconomy.”
“New Zealand is anisland nationincreasing sea levelscould affect allcoastal regions in NZwhere all our majorcities and ports are.”
TOP
5
Base: n=1000. Source: Which goal do you think is the most important for NZ to be achieving? Why do you think this is the most important goal for New Zealand to be achieving? © COLMAR BRUNTON BETTER FUTURES REPORT 2017 EDITION
M O S T I M P O R T A N T G O A L S T O K I W I S
TOP
57%
“No clean water, nohealth, no business,no life.”
“Because water issomething we canmaintain and improvewithout externalintervention, as wellas being a simple goalthat most NewZealanders canunderstand.”
“Without clean wateretc, New Zealandwould not be what itis: Clean Green.”
Base: n=1000. Source: Which goal do you think is the most important for NZ to be achieving? Why do you think this is the most important goal for New Zealand to be achieving? © COLMAR BRUNTON BETTER FUTURES REPORT 2017 EDITION
M O S T I M P O R T A N T G O A L S T O K I W I S
TOP
5“Educate our futuregenerations andeverything else willfollow.”
“Good education willinform people howto be better atprotecting themselvesand the planet.”
“Readjust what istaught in schools tobetter prepare theyounger generation.”
7%
10%
17% 17%
14% 14%
19%
24%
10%
18%
9%
18%20%
14% 15%
22%
26%
13%
22%
P E R C E I V E D P E R F O R M A N C E A G A I N S T K E Y G O A L S
There’s a perceived gap in performance compared to level of importance placed on the goals, but in 2017 there are some small improvements in performance compared to 2016
Base: n=1000. Source:How important do you think it is that NZ has signed up to these goals? Please rate how well you think New Zealand is performing on each of these goals
2016 2017
THE MOST IMPROVED PERFORMANCE
2016 2017 2016 2017 2016 2017 2016 2017 2016 2017 2016 2017 2016 2017 2016 2017
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-1 +1 +3 0 +1 +3 +2 +3 +4
W H E R E ’ S T H E C E N T R E O F C O N C E R N F O R N E W Z E A L A N D E R S ?
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% of kiwis ‘very concerned’
Base: 2017 (n= 1000). Source: Please indicate how concerned you are about these issues
69%
68%
68%
64%
63%
62%
60%
60%
59%
58%
T O P 1 0 C O N C E R N S F O R N E W Z E A L A N D E R S
Violence In Society
Protection Of New Zealand Children
Increasing Cost Of Living
Suicide Rates
Build-up Of Plastic In The Environment
Not Having Access To Good, Affordable Healthcare
Cleaning Up Of New Zealand Waterways
Pollution Of Lakes And Seas
Lack Of Affordable Housing
Drugs / Alcohol Addiction In Society
New Zealanders’ top concerns reflect a social and
environmental lens on sustainability
In the Top 10 concerns this year, 4 newly included
factors are suicide rates, build up of plastic, cleaning
up of waterways, and drug/alcohol addiction
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-2%
+2%
+1%
NEW
NEW
+1%
NEW
-1%
-3%
NEW
DIFF TO 2016
Men’s Top 5 concerns are similar
to women’s…
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C O N C E R N S F O R M E N A N D
W O M E N
W O M E N M E N
T O P
5
Increasing Cost Of Living
Protection Of New Zealand Children
Suicide Rates
Violence In Society
Build-up Of Plastic In The Environment
Violence In Society
Protection Of New Zealand Children
Lack Of Infrastructure To CopeWith Population Growth
Increasing Cost Of Living
Cleaning Up Of New Zealand Waterways
Base: (n= 1000). Source: Please indicate how concerned you are about these issues
…but women are much more concerned about
some specific issues
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B I G G E S T D I F F E R E N C E S I N C O N C E R N S B E T W E E N M E N A N D W O M E N
Increasing Levels of
Homelessness
Mistreatment of Animals
Increasing Cost of Living
Build-up of Plastic In The Environment
Suicide RatesNuclear Power / Nuclear Weapons
55%
30% 52% 50% 57% 47% 37%
76% 74% 77% 66% 56%
Base: (n= 1000). Source: Please indicate how concerned you are about these issues
+25 +24 +20 +19+24 +19
Generational differences are
identified – with life experience influencing people’s perspectives
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M O S T C O N C E R N E D
L E A S T C O N C E R N E D
1 8 - 2 9 3 0 - 5 9 6 0 +
Privatisation Of Some Government Services Managing Personal Debt Privatisation Of Some Government Services
Ensuring New Zealand’s Independence Is Maintained In Trade Deals And Other
Agreements Signed With Overseas Governments
Privatisation Of Some Government Services Cost Of Education / Study
Productivity Of New Zealand Businesses Lack Of ‘Country Of Origin’ Labelling Managing Personal Debt
Lack Of ‘Country Of Origin’ Labelling Productivity Of New Zealand Businesses Threat Of Artificial Intelligence
Threat Of Artificial Intelligence Threat Of Artificial Intelligence Job Insecurity
1 8 - 2 9 3 0 - 5 9 6 0 +
Increasing Cost Of Living Increasing Cost Of Living Violence In Society
Violence In Society Protection Of New Zealand Children Protection Of New Zealand Children
Lack Of Affordable Housing Suicide Rates Drugs / Alcohol Addiction In Society
Protection Of New Zealand Children Not Having Access To Good, Affordable Healthcare Build-up Of Plastic In The Environment
Lack Of Infrastructure To Cope With Population Growth Build-up Of Plastic In The Environment
Ensuring New Zealand’s Independence Is Maintained In Trade Deals And Other
Agreements Signed With Overseas Governments
Base: (n= 1000). Source: Please indicate how concerned you are about these issues
S U S T A I N A B L E C O N S U M P T I O N
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10
10
17
60
65
59
30
25
24
C O M M I T M E N T T O L I V I N G A S U S T A I N A B L E L I F E S T Y L E
2015
2016
LOW COMMITMENT MEDIUM COMMITMENT HIGH COMMITMENT
Base: (n= 2000) Source: Where would you place yourself on our scale in terms of how committed you are to living a sustainable lifestyle?
High commitment to a sustainable lifestyle has grown significantly
compared to previous years
2017
-5 +5NC
+6 +1-7
© COLMAR BRUNTON BETTER FUTURES REPORT 2017 EDITION
60+ year olds, females, and low
income earners are more likely to be
highly committed to living a sustainable
lifestyle in 2017
There are key actions that New Zealanders
say that they are personally doing some, most or all of the time to be more sustainable
© COLMAR BRUNTON BETTER FUTURES REPORT 2017 EDITION
Recycle Paper, Plastics, Glass And Tins
Be Energy Efficient In Your Home e.g. Use Eco-friendly Light Bulbs, Using Efficient Appliances
Buy Locally Produced And Grown Products Rather Than Imported Ones
Use A Reusable Water Bottle Or Coffee Cup
Not Use Plastic Bags From Supermarkets And Shops
Buy Eco-friendly Cleaning Products
Buy Fair-Trade Products
Use Alternative Transport e.g. Cycling, Walking
Grow Your Own Fruit And/or Vegetables
Buy Organic Foods / Beverages
Compost Food And Organic Waste
Eat A Vegetarian Meal At Least Once A Week
Use Public Transport
Barter Or Swap Products Rather Than Buy New Ones
Make My Own Green Cleaning Products
Maintain A Plant-Based Vegetarian Diet (No Meat Or Fish) Or Vegan Diet (No Animal Products)
Pay To Offset The Carbon-Emissions Of Your Flights
Use Solar Energy To Power My Home
97%
95%
93%
92%
83%
83%
78%
76%
76%
72%
69%
64%
56%
47%
35%
27%
19%
14%
2017
Base: (n= 1000). Source: How often do you personally…
% WHO DO SOME, MOST
OR ALL OF THE TIME
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Biggest movements in sustainable behaviour include not using plastic bags, increased use of public transport, paying a bit more for sustainable products and more plant based eating
INCREASE SINCE 2014
83%
69%
56%
50%
50%
27%
19%
Not asked in 2014
+5
+7
+7
+3
+5
Not Use Plastic Bags From Supermarkets And Shops
I’m Willing To Pay A Bit More To Get The Best Organic, Sustainable And Ethically Produced Products Available
Use Public Transport
I’m Considering Green Energy Sources For My Home e.g. Solar, Geothermal
I Choose Not To Buy Products If They Don't Have Sustainability Credentials
Maintain A Plant-Based Vegetarian Diet (No Meat Or Fish) Or Vegan Diet (No Animal Products)
Pay To Offset The Carbon-Emissions Of Your Flights
Base: (n= 1000). Source: How often do you personally…
% WHO DO SOME, MOST OR ALL OF THE TIME
Kiwis who are willing to pay a bit more to get the best organic, sustainable & ethically produced products available
Kiwis who would stop buying a company’s products if they heard about
them being irresponsible or unethical
Base: All respondents (n= 1000)
2017
Base: (n=500) . Source: Please indicate how much you agree with each of the following statements
People see value in making sustainable
choices and say they are willing to act
accordingly83%
© COLMAR BRUNTON BETTER FUTURES REPORT 2017 EDITION
69%
Females are more committed: 75%
Base: (n= 1000). Source: Which of these statements would apply to you most when choosing an everyday brand or product to buy at the supermarket?
Which of these has an impact on the everyday brands or products you choose to buy?
© COLMAR BRUNTON BETTER FUTURES REPORT 2017 EDITION
Still choose to buy products because of the price even for those who are committed to a sustainable lifestyle
8/10 people
Think that value for money is the most important reason to choose brands / products to buy
3 /10 people
Frugality – living within our means – is also a sustainable behaviour, and some people cannot afford to make wholly sustainable choices when a premium is demanded
S U S T A I N A B L E B R A N D S
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Base: 2009/2010 (n=5045) | 2016/2017 (n=2000) How much influence do issues of sustainability have on who you choose to buy or deal with?
W H E T H E R B U Y I N G I S I N F L U E N C E D B Y S U S T A I N A B I L I T Y 2 0 0 9 / 1 0 d i f f w i t h 2 0 1 6 / 1 7
Sustainability is increasingly influencing purchase behaviour across categories
Insurance Companies Cosmetics And Personal Care Manufacturers
Banks Airlines Fast Food Companies Local And Regional Government
Food And Beverage Producers
Food Retailers Energy / Power Companies Oil / Petrol Companies Technology And Communications Suppliers
Car Makers Home-care And Appliance Manufacturers
+15 +14 +14 +11 +10 +9 +9
+9 +9 +7 +6 +3 +2
The sustainability story is important in appealing to
employees, as well as influencing brand reputation more broadly
64%of Kiwis would rather work for a company with strong values even if they are paid less
73%say it’s important for them to work for a company that is socially and environmentally responsible
© COLMAR BRUNTON BETTER FUTURES REPORT 2017 EDITION
Base: (n=500) Source: Please indicate how much you agree with each of the following statements
It’s only the most innovative
and progressive businesses that take
sustainability seriously
55%
2014 2015
= NZ’S MOST LOVED BRAND
2016 2017
ECO STORE AND FAIRTRADE ARE TOP OF MIND AS LEADING SUSTAINABLE BRANDS
Base: 2017 (n= 1000). Source: And now thinking about all the brands you know of, both within
New Zealand and around the world, which brands would you say are leaders in the area of sustainability?
IT’S STILL DIFFICULT FOR PEOPLE TO NAME A LEADING BRAND IN SUSTAINABILITY !
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E X P E C T A T I O N S A R E B E C O M I N G M A I N S T R E A M
…even if you can’t lead – companies and organisations must still address sustainability
4
3
2
1
Percentage Spontaneously
Mentioned
/10cannot name any brand they consider leaders
7
When prompted, more people are able to recognise brands with sustainability
credentials
T O P T E N P R O M P T E D B R A N D S S T R O N G L Y E N D O R S E D A S B E I N G A L E A D E R I N A N
A R E A O F S U S T A I N A B I L I T Y
Base: 2017 (n= 368-369). Source: How much do you agree that each of the following businesses are leaders in any area of sustainability?
Eco Store
Earthwise
Tesla
The Body Shop
Whittaker’s
Meridian
Fonterra
Mercury
Air New Zealand
Kathmandu
Sanitarium
P R E V I O U S L Y I N T H E T O P 1 0 ( 2 0 1 6 )
14%
9%
Z Energy
Trilogy
DIFF TO 2016
-3
+5
-3
+3
NEW
NEW
+4
+5
+5
-1
+2
32%
31%
25%
23%
18%
16%
13%
12%
11%
11%
10%
Trade Aid 47% and Fairtrade 46% are
ambassadors and strong endorsers
(validators, auditors) for sustainability
Base: Those who mentioned a leading sustainable brand (n=281). Source: What is it about who they are and what they do that makes them a leader?
They care about the environment/Environmentally-friendly practices
Committed/dedicated to use of renewable resources
They use fair trade
Unprompted reasons why
brands are seen as leaders in
sustainability are centred around
environmental protection,
sourcing of ingredients and
ethical practices
Focus on quality/ natural ingredients/ organic
ALTHOUGH SOCIAL GOODS
(E.G. GENDER EQUALITY, EDUCATION)
ARE IMPORTANT, THEY ARE NOT COMING
UP AS UNPROMPTED FEATURES
14%
23%
13%
26%
© COLMAR BRUNTON BETTER FUTURES REPORT 2017 EDITION
T O P
4
More businesses are getting better at
communicating their sustainability stories
But there is still a long way to go
% Agree
Base: (n=500) Source: How much do you agree that the way businesses talk about their social and environmental commitments is confusing and hard to understand?
2015 2016 2017
T H E ‘ C O N F U S I N G A N D H A R D T O U N D E R S T A N D ’ R A T I N G F O R C O M M U N I C A T I O N S I S D O W N
81%
75%
72%
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H O T T O P I C S
5
W A T E R
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…and people consider it as a collective responsibility to improve
All New Zealanders Are Responsible For
Improving The Quality Of Our
Waterways
82% 91%
Clean Water &Sanitation
Base: (n= 1000). Source: How Important Do You Think It Is That NZ Has Signed Up To These Goals?
Please Indicate How Much You Agree With Each Of The Following Statements
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8/10 New Zealanders think this is important
P L A S T I C W A S T E
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C O N C E R N S A R E B E C O M I N G M A N I F E S T E D
A T M U L T I P L E L E V E L S
IN OUR FOOD, DRINK, SKINCARE PBA-free packaging, micro-beads, plastic in fish we eat
NZ WATER WAYS AND SINGLE USE PLASTIC ITEMSLocal initiatives to control bags, drink bottles, straws, packaging
OCEANS AND SEA LIFE From stories of plastic island (gyres), to dead turtles, dolphins and malnourished albatross chicks
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PLASTIC WASTE
Accumulation of plastic in the environment is now a concern for
2 out of 3 New Zealanders
A watch-out for industry and the future Global
Local
Personal
T H E N E X T ‘ S U G A R ’ ?
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C L I M A T E A C T I O N
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of Kiwis agree that climate change is the biggest
problem the world is facing today, though there are
MANY other sustainability conversations that generate
more attention
68%
Base: All respondents (n= 1000). Source: Please Indicate How Much You Agree With Each Of The Following Statements. Please Indicate How Concerned You Are About These Issues
However,
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… in the context of a myriad of more direct and immediate challenges of day to day life, climate change can fall down the list of priorities in people’s minds;
24th out of
THE CHALLENGE IS TO CONNECT THE DOTS BETWEEN DAY TO DAY CHOICES AND THE IMPACT ON CLIMATE
38 concerns
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T H E C H A L L E N G E
“Because if we start thinking about cradle to cradle consumption, it will change our waste, change how we tax companies, and have a knock
on effect to all other elements in the cycle. If we reduce company
externalities, we should be able to knock off the others through tax revenue. Look at what Germany
and Sweden are doing.”
A snapshot – in their own words
ONE NEW ZEALANDER’S COMMITMENT
“NOT SHOPPING FOR THE SAKE OF IT. Repurposing over recycling. Turning old clothes into shopping bags. Buying good quality clothes & shoes, then mending. Vege garden. Buying Oakland's milk using recycled glass bottles. Buying locally -meat, veges, eggs, milk, bread - if we don't produce it. Regular car maintenance, not buying new vehicles until irretrievable breakdown (considering small electric car next). Having small 'nana' car for work trips. Only buying new appliances on irretrievable breakdown (buying energy & water efficient replacements). Giving charitable, recycled or re-purposed gifts, & making that part of the fun. Getting materials electronically not hardcopy. Using the library. Generating our own power & hot water using PV/solar. Growing own firewood and having it heat us three times (chopping, stacking, burning). Buying minus packaging. Recycling when can't avoid packaging. Using recycling centre first when need something for a project. Sharing resources with other neighbours. Being thoughtful.”
C O L M A R B R U N T O N B E T T E R F U T U R E S R E P O R T 2 0 1 7 E D I T I O N
S O W H A T D O E S T H I S A L L M E A N ?
6
Sustainability is shifting from a peripheral to a central role in the
value equation for consumers
People want to make the right choices but are not always able to
follow through - especially when it comes to the economic and
practicalities of day to day life
1T A K E O U T
© COLMAR BRUNTON BETTER FUTURES REPORT 2017 EDITION
We need to help people make the change they want to see
Social sustainability issues are high on New Zealanders’
agenda but they remain stubbornly disconnected with the larger picture of
sustainability and climate change
© COLMAR BRUNTON BETTER FUTURES REPORT 2017 EDITION
An alignment of government, business and consumer-based efforts
to connect the dots is key to continuing to build momentum
2T A K E O U T
Like any effective marketing or behaviour
change initiative, targeting the right action to the right
audience is critical
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Use insights from behavioural economics, motivational research, and demographic and behavioural
data analytics to drive outcomes
3T A K E O U T
Ban Ki-moon, United Nations Secretary-General 2007-2016
© COLMAR BRUNTON BETTER FUTURES REPORT 2017 EDITION
“Be a global citizen. Act with passion and compassion. Help us make this world safer and more sustainable today and for the generations that will follow us. That is our moral responsibility.”