Survey: Green Resolutions in 2008

Evidence continues to mount that the American public is waking up to the environmental dangers of heavy-consumer lifestyles.

Just under half — 49% — of all American adults say they will make a green New Year’s resolution this year, according to the results of a poll released by advocacy marketing consultants Tiller, LLC.

"Americans are viewing the environmental impact of their actions with increased responsibility and deliberation," said Rob Densen, Founder and CEO of Tiller, LLC. "New Year’s resolutions being what they are, let’s hope that Americans are more successful at reducing waste and energy consumption than we are at reducing our waistlines."

Given a list of environmentally responsible lifestyle changes, reducing household energy usage was cited as the most likely to be undertaken in 2008, cited by 75% of respondents. It was followed by recycling more (74%) and reducing the use of harmful household chemicals (66%). Carrying fabric bags to the supermarket (42%) and reducing one’s "carbon footprint" (43%) were the least frequently cited.

The survey found that, in general, the more involved or personally demanding an environmental responsibility, the lower the response.

"Our desire for easy solutions relates to something we found in a survey we conducted on ‘good works’ at this time last year," said Tiller principal Traci Ayer. "Nine in 10 Americans say it’s important to take actions in their personal lives (recycling, giving blood, conserving energy, etc.) to address social issues, but not nearly as many are actually doing so. We want to help, but between family and work, we’re stretched thin. The easier we can make it for individuals to act on their good intentions, the better. There’s a lesson in that for businesses looking to leverage the growing green sensibility."

Densen said that when it comes to good works, the environment is a good place to start. "You may not have the time to coach Little League, mentor a young person, or volunteer at a soup kitchen, but everyone has the time to flip off a light switch or deposit a bottle in a recycling bin. The cumulative effects of millions of individual actions can be transformational."

The survey found that younger respondents were generally more focused on the environment than older Americans.

58% of Americans 18 to 24 said they would make a green New Year’s resolution for 2008. That compares with 50% of Americans 50 to 64 and 40% of Americans 65+.

"There are, of course, shades of green. Younger respondents tend to be more environmentally focused than older ones," Densen said. "We think that may be because they’ve grown up with heightened awareness of the environment and greater public discourse. Obviously, young people have a large stake in issues like climate change and sustainability of resources."

Of those surveyed, 31% admitted to feeling guilty in recent years about not living a more environmentally friendly lifestyle. Women (36%) are more likely than men (26%) to feel "green guilt."

"Americans are leading ‘greener’ lifestyles, and those who aren’t feel badly about it," Densen said. "Guilt is not going to save the environment, but at least it’s a step in the right direction."

The telephone survey of 1,004 adults was conducted between December 7 and December 9, 2007 by the national polling firm of GfK Roper. All respondents were at least 18 years of age. The margin of error for the 1,004 interviews is +/-3.0%.