2013 Gibbs-Soell Sense & Sustainability Study

2013 Gibbs & Soell SENSE & SUSTAINABILITY STUDY

Perspectives on Corporate Sustainability Among U.S. Adults and Employees

©2013 Gibbs & Soell 2

TABLE OF CONTENTSBackground and Objectives 3

Executive Summary 5

Detailed Findings 9

Data Collection Method 16


BACKGROUND AND OBJECTIVES


BACKGROUND AND OBJECTIVES

• Gibbs & Soell (G&S) is a global business communications firm with expertise in sustainability consulting, employee engagement, consumer marketing and business consulting for the advanced manufacturing, agribusiness and food, home and building, and financial services industries.🌿🌿🌿🌿

• G&S commissioned its research partner Harris Interactive® to conduct the fourth annual Gibbs & Soell Sense & Sustainability® Study.

• The research primarily focused on the perceptions of corporate sustainability among consumers and employees, specifically:

• Businesses’ commitment to sustainability;

• Responsibility for sustainability initiatives;

• Interest in learning about companies “going green” and social responsibility initiatives;

• Strong link between sustainable choices made at work and at home; and,

• Media coverage about companies “going green” and social responsibility initiatives.


EXECUTIVE SUMMARY


EXECUTIVE SUMMARY

• The general public remains skeptical of corporate America’s commitment to sustainability.

• Only 21 percent of all U.S. adults and 23 percent of those employed full-time and/or part- time believe that a majority of businesses (“most,” “almost all,” or “all”) are committed to “going green” – defined as “improving the health of the environment by implementing more sustainable business practices and/or offering environmentally-friendly products or services.”

• More than half of adults (60 percent) and employees (62 percent) say they often see, read, or hear information about companies “going green” in the media they typically rely on for news. This represents a decrease among adults from 65 percent in 2012.

• Despite their doubt, nearly three-quarters of adults (72 percent) and employees (74 percent) have an interest in learning what companies are doing in terms of sustainability and “going green.”


EXECUTIVE SUMMARY continued

• Among employed adults, there is a strong link between knowledge gained about a company’s sustainability efforts and intent to purchase from that company.

• Three-quarters (75 percent) of employed adults say they would be more likely to buy a company’s products or services if they learned it was making a great effort to adopt environmentally-conscious practices.

• Many employed adults reveal a gap in or express uncertainty about their own company’s practices.

• More than one-third (37 percent) of employees are not sure whether there is anyone at their company who is responsible for sustainability. According to 31 percent of employees, no one is responsible for sustainability at work.

• Nearly one-fifth (19 percent) of employees say their company does not promote sustainability at all.


EXECUTIVE SUMMARY continued

• There is an opportunity to engage more employees to take part in corporate sustainability efforts.

• About one-fifth (21 percent) of employees do not participate in any company activities that support “going green” or social responsibility. This proportion increases to about one-quarter (26 percent) among adults employed by a company that promotes sustainability.

• Employees who take part in their company’s sustainability program express a mutual relation between sustainable choices they make at work and at home. They also want to see their company more actively involved in the areas of environmental and social responsibility.

• Among employees engaged in corporate sustainability initiatives, nearly three-quarters (73 percent) say they are more likely to make sustainable choices at home. The same proportion (73 percent) wish their employer adopted more sustainable business practices.


DETAILED FINDINGS


In your opinion, how many businesses are committed to “going green” – that is, improving the health of the environment by implementing more sustainable business practices and/or offering environmentally-friendly products or services?

Note: Majority Net refers to the sum of All/Almost All/Most.

2010 Base: Total Adults (N=2,605). 2011 Base: Total Adults (N=2,031).2012 Base: Total Adults (N=2,211). 2013 Base: Total Adults (N=2,219).

All

4%

1% 1%

10%

4% 4%5%

2%2% 2%2% 2%3%

13% 13%

50% 50%

6%7%

9%

Almost All Most Some A Few None Not Sure

MAJORITY NET TREND

2010 - 16%2011 - 17%2012 - 21%2013 - 21%

11% 11%

47%48%

22%23% 24%

22%

TOTAL ADULTS 2013 2012 2011 2010


Please indicate how strongly you agree or disagree with each of the following statements.

If I learned that a company was making a great effort to adopt environmentally-conscious practices, I would be more likely to purchase that company’s products or services.

I am interested in learning what companies are doing in terms of sustainability and “going green”.

The media are more likely to report on “bad news” than “good news” when covering how companies are addressing efforts to “go green”.

I feel well-informed about current sustainability and environment-related issues in general.

I often see, read, or hear information about companies “going green” in the media I typically rely on for news (e.g., newspapers, magazines, blogs, TV/radio newscasts, etc.).

75% 75% 60%

57%

72%AGREE AGREE AGREE

AGREE

AGREE

Summary of Agree (“Somewhat Agree” and “Strongly Agree”)Total adults (N= 2,219).

TOTAL ADULTS


Is there anyone at your company who is responsible for sustainability – meaning “going green,” or social responsibility initiatives?

My company has a team of individuals who work on sustainability, “going green,” or social responsibility initiatives in addition to their primary job descriptions.

My company has a team of individuals whose jobs are specifically and solely dedicated to sustainability, “going green,” or social responsibility initiatives.

My company has a C-suite, or other senior level title/position, that is specifically and solely dedicated to sustainability, “going green,” or social responsibility initiatives (e.g., Chief Sustainability Officer, CSR Manager, Director of Corporate Sustainability).

My company has a C-suite, or other senior level title/position, that incorporates sustainability, “going green,” or social responsibility initiatives as part of a broader or different job description (e.g., Chief Technology Officer, Chief Operations Officer, Director of Public Affairs).

Other None Not Sure

16%3% 31% 37%

10% 6% 6%

Base: U.S. Adults Employed Full-Time and/or Part-Time (N=1,028).

EMPLOYED ADULTS


Which of the following sources, if any, do you rely on for information about your company’s efforts to promote sustainability – meaning “going green” or social responsibility?

19%

23%

of Employees say their Company Does Not Promote Sustainability

of Employees who say their Company Does Promote Sustainability do not rely on any sources for information about corporate efforts

EXTERNAL COMMUNICATIONS

EXTERNAL COMMUNICATIONS

INTERNAL COMMUNICATIONS

INTERNAL COMMUNICATIONS

All Employed FT/PT Company promotes sustainability

53% Internal 66%

25% Co-workers 30%

22% Company meetings 28%

22% Company Intranet 27%

21% Internal newsletters 26%

15% Participation on sustainable activities 18%

8% Job expectations/ Performance review 10%

34% External 42%

18% Corporate website 23%

13% News media 15%

11% Sustainability or social responsibilty reports 13%

11% Social media & blogs 13%

4% Other 5%

18% None 23%

19% My company does not promote sustainability at all n/a


Multiple responses permitted.Base: U.S. Adults Employed Full-Time and/or Part-Time (N=1,028)

U.S. Adults Employed Full-Time and/or Part-Time at a Company that Promotes Sustainability (N=815).


What types of company activities that support sustainability – meaning “going green” or social responsibility – do you participate in (voluntarily or involuntarily) at your workplace?

37% Energy efficiency 46%

35% Resource conservation 43%

19% Community service or volunteer efforts 23%

7% Philanthropic fundraising 9%

12% Green team participation 15%

10% Green product development 12%

10% Mentoring to advance cultural & gender diversity 12%

8% Other 9%

21% None 26%

19% My company does not promote sustainability at all n/a


Multiple responses permitted. Base: U.S. Adults Employed Full-Time and/or Part-Time (N=1,028)

U.S. Adults Employed Full-Time and/or Part-Time at a Company that Promotes Sustainability (N=815)

40%

26%

of Employees say either their Company Does Not Promote Sustainability or They Do Not Participate in Corporate Sustainability Activities.

of Employees who say their Company Does Promote Sustainability do not participate in corporate sustainability activities.


Please indicate how strongly you agree or disagree with each of the following statements.

I encourage other people to make sustainable choices – meaning “going green” or engaging in social responsibility initiatives.

I wish my company/ employer engaged in more sustainable business practices – meaning “going green” or social responsibility initiatives.

I am more likely to make sustainable choices at home as a result of participating in “going green” or social responsibility initiatives at my workplace.

My company/employer does a good job of communicating its sustainability business practices – meaning “going green” or social responsibility initiatives – to other stakeholders (e.g., shareholders, the media, the public).

My company/employer does a good job of communicating its sustainability business practices – meaning “going green” or social responsibility initiatives – to its employees.

Summary of Agree (“Somewhat Agree” and “Strongly Agree”)U.S. Adults Employed Full-Time and/or Part-Time Who Participate in Any Workplace Sustainability Activities (N=577).

EMPLOYED ADULTS WHO TAKE PART IN SUSTAINABILITY ACTIVITY AT WORK

80% 73% 73% 69%

63%

AGREE AGREE AGREE AGREE

AGREE


DATA COLLECTION METHOD


DATA COLLECTION METHOD

• All data collection was conducted online by Harris Interactive.

• A nationally representative sample of 2,219 U.S. adults ages 18+ (i.e., consumers and general public) including 1,028 adults who are employed full-time and/or part-time was interviewed using the QuickQuery℠ online omnibus services, with the Harris Poll Online (HPOL) panel as the sampling frame.

• Date collection was conducted between February 28 and March 4, 2013.

• Final data are weighted to be representative of the U.S. adult population based on: region, age within gender, education, household income, race/ethnicity, and propensity to be online.


2013 Gibbs & SoellSense & Sustainability StudyPerspectives on Corporate Sustainability Among U.S. Adults and Employees

For more information:Gibbs & Soell, Inc.www.gibbs-soell.com Ron LochPrincipal and Managing Director, Sustainability Consulting Practice(312) 648-6700 or [email protected] Mary C. BuhayVice President, Marketing & Business Development(212) 697-2600 or [email protected]

2013 Gibbs-Soell Sense & Sustainability Study

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Transcript of 2013 Gibbs-Soell Sense & Sustainability Study