Sustainable Development Goals - Colmar Brunton

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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

6 Key takeouts © COLMAR BRUNTON BETTER FUTURES REPORT 2017 EDITION

METHODOLOGY A tracking study of 15,600 people & their attitudes & behaviour towards socially, environmentally & economically responsible brands 2009-2017 2017

n=1000 people

(Nationally representative)

FIELD DATES 10 October – 13 November 2017

© COLMAR BRUNTON BETTER FUTURES REPORT 2017 EDITION

1 NEW ZEALANDERS’ VIEWS OF THE SUSTAINABLE DEVELOPMENT GOALS

©COLMAR

BRUNTON

BETTER FUTURES

REPORT

2017

EDITION

Awareness of the SDGs has increased by 5 points since 2016 to

28% 896,000 adult Kiwis have heard of the Sustainable Development Goals set out by the United Nations

From the United Nations’ ‘Transforming our world: the 2030 Agenda for Sustainable Development


IMPORTANCE SUMMARY 2016 VS 2017

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

69%

72%

2016

2017

Base 2017 n=1000. Source: How important do you think it is that NZ has signed up to these goals?


F A S T E S T

+7 Though not prioritised by New Zealanders, some goals are gaining traction faster than others

60%

2016

67%

2017

+6

62%

2016

68%

2017

S D G

R I S E R S

+6

62%

2016

2 0 1 6

V S

2 0 1 7

+6

68%

66%

2017

2016

+6

72% 64%

2017

2016

70%

2017

Base 2017 n=1000. Source: How important do you think it is that NZ has signed up to these goals?


Importance % WHO RATE 8-10

79%

65%

F E M A L E

M A L E

15%

21%

F E M A L E

M A L E

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 Performance % WHO RATE 8-10

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 © COLMAR BRUNTON BETTER FUTURES REPORT 2017 EDITION

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

IMPORTANT FOR NZ TO ACHIEVE

Climate 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

20% 17%

9%

8%

8%

7%

7%

5%

5%

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?


MASLOW’S HIERARCHY OF NEEDS

Self Actualisation Esteem Needs

Social Needs

Safety Needs

FEMALES

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

MALES

TOP

5

MOST IMPORTANT GOALS TO ACHIEVE

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?


20%

5 TO P

MOST IMPORTANT GOALS TO KIWIS New Zealanders can clearly articulate why these goals are so important for a sustainable future

“Because there is far too much poverty and people living on the breadline paying way too much rent and not getting a decent living wage to feed themselves and their children.”

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?

“No poverty means that the other things will happen also i.e. education, housing, good food, sanitation and more.”

“Because there is so much shown about poverty in third world countries that not many people realise how much poverty we have here in New Zealand.“


17%

5 TO P

MOST IMPORTANT GOALS TO KIWIS

“To be able to house all people in NZ in a comfortable home and to have the availability of good health care for all.”


“Because health and wellbeing has such a flow on effect to all other areas of both lifestyle and the economy.”

“It’s important for all New Zealanders to be given the tools and opportunity to achieve good health and wellbeing. This will also pass on to generations to come.”


9%

5 TO P


“Without work and production you cannot afford goals .”


“Because once you deal with the work and economics the rest of it will follow i.e. no poverty, no inequalities etc.”

Because it all starts with people being able to earn money and equality in paying everyone well - then they can afford to look after children, pay for education, good water and food, and helps mental health as well.


8%

5 TO P


“No point in fixing the other things if people are starving.”


“While people in New Zealand are starving it is impossible to achieve any of the other goals. Not only does it tarnish the image of New Zealand but it means that as a country we are failing our people at a very basic level. How can we achieve the lofty targets such as climate change if we can't even achieve a basic goal of feeding hungry people!!”


8%

5 TO P


“Because if the planet gets to the point where it can no longer sustain life in the way it can now, then none of the other points are relevant.”


“Environmental issues affect the entire country and world. For NZ, it is central to NZ branding and its position in the global economy.”

“New Zealand is an island nation increasing sea levels could affect all coastal regions in NZ where all our major cities and ports are.”


5

7%

TO P


“Because water is something we can maintain and improve without external intervention, as well as being a simple goal that most New Zealanders can understand.”


“Without clean water etc, New Zealand would not be what it is: Clean Green.”

“No clean water, no health, no business, no life.”


5

7%

TO P


“Educate our future generations and everything else will follow.”


“Good education will inform people how to be better at protecting themselves and the planet.”

“Readjust what is taught in schools to better prepare the younger generation.”


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

PERCEIVED PERFORMANCE AGAINST KEY GOALS

-1

+1

+3

17% 18%

+1

0

+3

+2

22%

20%

24%

+3

26%

22%

19%

17% 14% 14%

18%

14% 15%

13%

10% 9%

2016

2017

+4

10%

2016

2017

2016

2017

2016

2017

2016

2017

2016

2017

2016

2017

2016

2017

2016

2017

THE MOST IMPROVED PERFORMANCE 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


2 WHERE’S THE CENTRE OF CONCERN FOR NEW ZEALANDERS?

COLMAR

BRUNTON

BETTER FUTURES

REPORT

2017

EDITION

% of kiwis ‘very concerned’

TOP 10 CONCERNS FOR NEW ZEALANDERS

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

DIFF TO 2016

69%

Violence In Society

-2%

Protection Of New Zealand Children

68%

+2%

Increasing Cost Of Living

68%

+1%

64%

Suicide Rates

63%

Build-up Of Plastic In The Environment

62%

Not Having Access To Good, Affordable Healthcare

NEW

NEW

+1%

Cleaning Up Of New Zealand Waterways

60%

NEW

Pollution Of Lakes And Seas

60%

-1%

Lack Of Affordable Housing

Drugs / Alcohol Addiction In Society

59% 58%

-3%

NEW

Base: 2017 (n= 1000). Source: Please indicate how concerned you are about these issues


WOMEN

MEN

Violence In Society


Men’s Top 5 concerns are similar to women’s…


Suicide Rates

Violence In Society


TOP

5


Lack Of Infrastructure To Cope With Population Growth

CONCERNS FOR MEN AND WOMEN


Cleaning Up Of New Zealand Waterways

Base: (n= 1000). Source: Please indicate how concerned you are about these issues


BIGGEST DIFFERENCES IN CONCERNS BETWEEN MEN AND WOMEN

55%

76%

74%

77%

66%

56%

+25

+24

+24

+20

+19

+19

Nuclear Power / Nuclear Weapons

Suicide Rates

Build-up of Plastic In The Environment

Increasing Cost of Living

Mistreatment of Animals

Increasing Levels of Homelessness

30%

52%

50%

57%

47%

37%

…but women are much more concerned about some specific issues



MOST CONCERNED

Generational differences are identified – with life experience influencing people’s perspectives

18-29

30-59

60+



Violence In Society

Violence In Society



Lack Of Affordable Housing

Suicide Rates

Drugs / Alcohol Addiction In Society


Not Having Access To Good, Affordable Healthcare


Lack Of Infrastructure To Cope With Population Growth


Ensuring New Zealand’s Independence Is Maintained In Trade Deals And Other Agreements Signed With Overseas Governments

LEAST CONCERNED 18-29

30-59

60+

Privatisation Of Some Government Services

Managing Personal Debt


Ensuring New Zealand’s Independence Is Maintained In Trade Deals And Other Agreements Signed With Overseas Governments


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



Job Insecurity



3 SUSTAINABLE CONSUMPTION

COLMAR

BRUNTON

BETTER FUTURES

REPORT

2017

EDITION

COMMITMENT TO LIVING A SUSTAINABLE LIFESTYLE

High commitment to a sustainable lifestyle has grown significantly compared to previous years

2017

10

60

NC

2016

+5

65

-7

2015

30

-5

10

25

+6

17 LOW COMMITMENT

60+ year olds, females, and low income earners are more likely to be highly committed to living a sustainable lifestyle in 2017

59 MEDIUM COMMITMENT

+1

24 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?


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

% WHO DO SOME, MOST OR ALL OF THE TIME

Recycle Paper, Plastics, Glass And Tins

97%

Be Energy Efficient In Your Home e.g. Use Eco-friendly Light Bulbs, Using Efficient Appliances

95%

Buy Locally Produced And Grown Products Rather Than Imported Ones

93%

Use A Reusable Water Bottle Or Coffee Cup

92%

Not Use Plastic Bags From Supermarkets And Shops

83%

Buy Eco-friendly Cleaning Products

83%

Buy Fair-Trade Products

78%

Use Alternative Transport e.g. Cycling, Walking

76%

Grow Your Own Fruit And/or Vegetables

76% 72%

Buy Organic Foods / Beverages

69%

Compost Food And Organic Waste

64%

Eat A Vegetarian Meal At Least Once A Week

56%

Use Public Transport

47%

Barter Or Swap Products Rather Than Buy New Ones

35%

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

27%

19% 14% Base: (n= 1000). Source: How often do you personally…


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

% WHO DO SOME, MOST OR ALL OF THE TIME

INCREASE SINCE 2014 83%

Not Use Plastic Bags From Supermarkets And Shops

69%

I’m Willing To Pay A Bit More To Get The Best Organic, Sustainable And Ethically Produced Products Available

56%

Use Public Transport

+5

+7 +5

50%

I’m Considering Green Energy Sources For My Home e.g. Solar, Geothermal

Not asked in 2014 50%

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

27%

19%

+7

+3 Base: (n= 1000). Source: How often do you personally…


Kiwis who are willing to pay a bit more to get the best organic, sustainable & ethically produced products available

People see value in making sustainable choices and say they are willing to act accordingly

69%

Kiwis who would stop buying a company’s products if they heard about them being irresponsible or unethical

2017

83%

Females are more committed: 75%

Base: All respondents (n= 1000) Base: (n=500) . Source: Please indicate how much you agree with each of the following statements


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

8 /10

people

Still choose to buy products because of the price even for those who are committed to a sustainable lifestyle

3 /10

people

Think that value for money is the most important reason to choose brands / products to buy

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?


4 SUSTAINABLE BRANDS

COLMAR

BRUNTON

BETTER FUTURES

REPORT

2017

EDITION

Sustainability is increasingly influencing purchase behaviour across categories

WHETHER BUYING IS INFLUENCED BY SUSTAINABILITY +15

+14

Insurance Companies

Cosmetics And Personal Care Manufacturers

+9

+9

Food Retailers

Energy / Power Companies

+14

+11

Banks

Airlines

+7

Oil / Petrol Companies

2009/10 diff with 2016/17 +10

+9

Fast Food Companies

+6

Technology And Communications Suppliers

+9

Local And Regional Government

+3

Car Makers

Food And Beverage Producers

+2

Home-care And Appliance Manufacturers

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?


The sustainability story is important in appealing to employees, as well as influencing brand reputation more broadly

It’s only the most innovative and progressive businesses that take sustainability seriously

55%

73% say it’s important for them to work for a company that is socially and environmentally responsible

64% of Kiwis would rather work for a company with strong values even if they are paid less

Base: (n=500) Source: Please indicate how much you agree with each of the following statements


ECO STORE AND FAIRTRADE ARE TOP OF MIND AS LEADING SUSTAINABLE BRANDS

2014

2015

IT’S STILL DIFFICULT FOR PEOPLE TO NAME A LEADING BRAND IN SUSTAINABILITY !

2016

2017

Percentage Spontaneously Mentioned

6 4 3

7/10

cannot name any brand they consider leaders

2

EXPECTATIONS ARE BECOMING MAINSTREAM …even if you can’t lead – companies and organisations must still address sustainability

1

= NZ’S MOST LOVED BRAND

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?


TOP TEN PROMPTED BRANDS STRONGLY ENDORSED AS BEING A LEADER IN AN AREA OF SUSTAINABILITY DIFF TO 2016

32%

Eco Store

31%

Earthwise

When prompted, more people are able to recognise brands with sustainability credentials

25%

Tesla

23%

The Body Shop 18%

Whittaker’s

16%

Meridian Fonterra Mercury Energy

13% 12%

-3 +5 NEW

-3 +3

+5

+5

11%

-1

Kathmandu

11%

NEW

10%

PREVIOUSLY IN THE TOP 10 (2016)

+4

Air New Zealand

Sanitarium

Trade Aid 47% and Fairtrade 46% are ambassadors and strong endorsers (validators, auditors) for sustainability

Z Energy

Trilogy

14%

9%

+2

Base: 2017 (n= 368-369). Source: How much do you agree that each of the following businesses are leaders in any area of sustainability?

TOP

4

Unprompted reasons why brands are seen as leaders in sustainability are centred around environmental protection, sourcing of ingredients and ethical practices

ALTHOUGH SOCIAL GOODS (E.G. GENDER EQUALITY, EDUCATION) ARE IMPORTANT, THEY ARE NOT COMING UP AS UNPROMPTED FEATURES

26%

23%

Committed/dedicated to use of renewable resources

They care about the environment/ Environmentally-friendly practices

14%

13%

Focus on quality/ natural ingredients/ organic

They use fair trade

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?


THE ‘CONFUSING AND HARD TO UNDERSTAND’ RATING FOR COMMUNICATIONS IS DOWN

% Agree

More businesses are getting better at communicating their sustainability stories

81%

But there is still a long way to go

75%

72%

2015

2016

2017

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?


5 HOT TOPICS

COLMAR

BRUNTON

BETTER FUTURES

REPORT

2017

EDITION

WATER

COLMAR

BRUNTON

BETTER FUTURES

REPORT

2017

EDITION © COLMAR BRUNTON BETTER FUTURES REPORT 2017 EDITION

8

/10

82% Clean Water & Sanitation

New Zealanders think this is important

…and people consider it as a collective responsibility to improve

91% All New Zealanders Are Responsible For Improving The Quality Of Our Waterways

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


PLASTIC WASTE

COLMAR

BRUNTON

BETTER FUTURES

REPORT

2017


PLASTIC WASTE

CONCERNS ARE BECOMING MANIFESTED AT MULTIPLE LEVELS

THE NEXT ‘SUGAR’? A watch-out for industry and the future

Global

Accumulation of plastic in the environment is now a concern for

OCEANS AND SEA LIFE From stories of plastic island (gyres), to dead turtles, dolphins and malnourished albatross chicks

2 out of 3 New Zealanders

Local NZ WATER WAYS AND SINGLE USE PLASTIC ITEMS Local initiatives to control bags, drink bottles, straws, packaging

Personal IN OUR FOOD, DRINK, SKINCARE PBA-free packaging, micro-beads, plastic in fish we eat


CLIMATE ACTION

COLMAR

BRUNTON

BETTER FUTURES

REPORT

2017


However,

68%

… 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 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

out of

38 concerns

THE CHALLENGE IS TO CONNECT THE DOTS BETWEEN DAY TO DAY CHOICES AND THE IMPACT ON CLIMATE

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


A snapshot – in their own words

THE CHALLENGE “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.”

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.”


6 SO WHAT DOES THIS ALL MEAN?

COLMAR

BRUNTON

BETTER FUTURES

REPORT

2017

EDITION

TAKEOUT

1

Sustainability is shifting from a peripheral to a central role in the value equation for consumers

We need to help people make the change they want to see

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


TAKEOUT

2

Social sustainability issues are high on New Zealanders’ agenda but they remain stubbornly disconnected with the larger picture of sustainability and climate change

An alignment of government, business and consumer-based efforts to connect the dots is key to continuing to build momentum


TAKEOUT

3

Like any effective marketing or behaviour change initiative, targeting the right action to the right audience is critical

Use insights from behavioural economics, motivational research, and demographic and behavioural data analytics to drive outcomes


“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.” Ban Ki-moon, United Nations Secretary-General 2007-2016


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