Americans Believe Tackling Climate Change Will Boost Economy

63% of Americans said they believe tackling climate change will benefit the economy, and, despite the crisis on Wall Street, Americans are committed more than ever to taking action, according to new consumer research.

Consumer commitment to personally doing something about climate change by making a significant effort in how they live their lives has risen-even among those who feel financially worse off. Climate change is also seen as a more pressing issue than it was last year.

Consumers also expressed a strong preference for specific measures that help them save energy and save money, such as permanent price reductions on energy efficient light bulbs, discounts on insulation and help in finding simple ways to reduce energy use such as washing clothes in cold water.

Results of the survey show that people are prepared to make changes to their lifestyles and spend extra time to fight climate change. People also believe that tackling climate change will not cost them money, and many realize they can save money by combating climate change.

Highlights of the survey include:

• 52% said tackling climate change will not personally cost them money

• Most prefer (as they always did) to contribute by changing their behavior and spending extra time rather than spending extra money

• Those feeling financially worse off than last year are scarcely less committed than those feeling better off: 41% of people who said they believe themselves to be financially worse off also said "I am focusing on making changes to my life to combat climate change," only three percentage points below those who did not feel financially worse off

• The percentage of people who selected 6 or 7 on a scale of 1 to 7 for level of agreement to the statement "Climate change and how we respond to it are among the biggest issues I worry about today" was just 18% in 2007, but climbed dramatically to 24% in 2008

• The percentage of people who selected 6 or 7 on a scale of 1 to 7 for level of agreement to the statement "I am personally making a significant effort to help reduce climate change through how I live my life today" similarly climbed from 13% in 2007 to 21% in 2008

Callum Grieve, Director of External Affairs with The Climate Group, said, "Now, more than ever, consumers see the value of going green. They know that saving energy also means saving money. People also believe fighting climate change will be good for the economy, and they expect business and government to stick to their commitments despite the economic downturn."

The research "Consumers, Brands and Climate Change 2008"–now in its second year–explores trends in consumer attitudes and buying behaviors to brands on climate change. It was commissioned by international non-profit organization The Climate Group, in partnership with global brand strategy and design consultancy Lippincott and UK broadcaster Sky.

2008 US Climate Brand Index

1. GE
2. Toyota
3. Honda
4. BP
5. GM

For the second year, the US Climate Brand Index is dominated by manufacturing and auto brands, with GE retaining its top spot and Toyota retaining second place. Honda rose two places to third, one slot ahead of energy brand BP. Newcomer GM displaced rival Ford to join the US "top five" for the first time. Respondents were asked which brands they regarded as taking a lead in battling climate change.

The list confirms for the second year running that there is still significant opportunity for brand leadership and connection with consumers on climate change, as two-thirds of US consumers (65%) were unable to name a brand leading on the issue. Again, research showed people continue to look to mainstream brands-not niche green specialists-for climate solutions.

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