Consummer and Climate Change

The What Assures Consumers? project

Can the right purchasing choices tackle climate change?

Consumers International has teamed up with AccountAbility to assess the attitudes of US and UK consumers towards climate change.

The What Assures Consumers? project canvassed 2,734 people in the two countries in March 2007.

Together with an online survey, we conducted interviews with US and UK consumers; case interviews with businesses, lobbyists, civil society and public sector officials.

The study revealed some startling facts:



Only 10% of consumers trust what companies and government tell them about global warming

Corporate and government efforts to inform consumers on climate change are falling on deaf ears, with barely one in ten people in the UK and US believing what they say on the issue. Our research findings show that consumers have little faith in celebrities and the media to provide information on climate change, and would rather seek advice from friends and family, environmental groups and scientists.

Many consumers feel unable to change their purchasing habits

Our study reveals that 75% of consumers, although concerned about how their consumption effects climate change, feel paralysed to act beyond small changes around the home (such as turning off stand-by modes and converting to energy-efficient lightbulbs).

The research indicates this is due to a lack of understanding about what individuals can do; concerns over the financial cost of acting; a perceived lack of availability; and a mistrust of corporate claims about energy efficient products and services.

Tellingly, over half (51.5%) believe governments should be forcing businesses to remove products that are most damaging to global warming, and 70% want claims about climate change by corporations to be independently verified.

What needs to be done

The report goes on to recommend how, by working together with civil society organisations, governments and corporations can still persuade consumers that they can make a positive difference on climate change. Immediate actions should include:

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Leading by example: National, political and cultural figures need to act as green role models, to assure consumers they can and should take action.
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Strengthening of standards: Product labels and indicators about climate change must be clear, comprehensive and independently verified if consumers are to trust the claims being made by businesses.
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Reducing unhelpful choice: Choice reduction policies should be developed for all high impact consumer products and services where viable alternatives exist.
* Establishing individual rights and responsibilities: Widespread agreement on what constitutes a sustainable lifestyle must be legislated for by 2015. Personal carbon allowances must be considered as a key policy tool for achieving this.


Bookmark

Bookmark and revisit www.consumersinternational.org/climate to get more detailed information shortly.

Related material

* ‘Greenwash on climate change is alive and well’ - new study reveals widespread consumer mistrust- press release 18 June 2007
* Consumers want tougher action on products that cause climate change - press release: 20 April 2007
* Interim findings
* Industry as a partner for sustainable development: Supply chain management in a globalising world (Presentation by Richard Lloyd: UN Headquarters, 7 May 2007)