How hard is it for companies to use their action on climate change to win over consumers? Just about impossible, if new research from The Climate Group is anything to by.
Research of consumer attitudes in the UK and US reveal that there isn't much consensus.
In the UK for example the market is divided into six "tribes":
Campaigners (27 per cent) – deeply committed, but pessimistic that we can solve the problem, needing to be convinced that solutions are authentic and effective.
Optimists (17 per cent) – also committed, but up-beat about solving the problem; motivation is more social.
Confused (19 per cent) – open-minded and looking for clarity about the issue and what they should do.
Followers (9 per cent) – less sure on the issue, but ready to join in nonetheless.
Unwilling (12 per cent) – accepting of the issue, but not prepared to do anything themselves.
Rejecters (16 per cent) – confidently rejecting of the issue, feeling well informed.
True, there are consumers out there who want companies to do something about it. But as the US research shows, consumers will buy environmentally friendly products, as long as they cost no more than regular products and are of the same quality. "In terms of consumers' own involvement in tackling climate change, most claim to have done something, but usually those activities that are
easy to do, without cost (or even with cost saving), and with an obvious link to carbon emissions – such as turning lights off or washing at lower temperatures. Activities that require more effort or that involve spending are much less tried, though interest is significant.''
What all this means is that a large proportion of consumers want the environment protected but that it is the responsibility of business, not theirs.
In other words, there is a big difference between what the consumer wants, and the ideals of the citizen. And that makes it just impossible for business.
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