FACT : good insights, better value

Transcription

1 December 2010

2 FACT : good insights, better value Online surveys (3 to 4 per year) National universe; total years or PRP or interviews Consumers behaviours and their evolution Current events or specific themes Solutions of communication and strategies of means New or complementary figures

3 Good things are in store for you! 2009 Impact of the crisis on spending September Banks & financial products October ISDR In-store decision rate Specialized stores 2010 May July August September Postrecession consumer Ecology & energy savings Keen on green!

4 Contents Do we suffer from green «fatigue»? You said «ambivalent» attitudes? Ecology is more and more attractive! Fill up with information, please! Are all ecologists equal? Let s talk with eco-consumers! Conclusions

5 Do we suffer from green «fatigue»?

6 Eco-scepticism will not pass! COMPANIES Sustainable development is obvious CITIZENS & CONSUMERS Awareness & mobilization! POLITICIANS Too many words, not enough actions! Belgian families participated in 2010 ( in 2009) DETRACTORS & SCIENTISTS Questioning of the global warming

7 God save the green! I try to make my personal contribution to the safeguard of Our consumption exhausts the resources of the planet It belongs in companies, more than in citizens, to save energy and to take measures to... I pay attention to brands that are making efforts for environmental protection Environmental protection and energy savings are arguments of sale My personal habits do not carry a big damage to the environment I think that this debate around the environmental protection and energy savings is exaggerated 88% 82% 63% 54% 42% 40% 23% National universe ; years ; July 2010 ; % strongly agree + % rather agree

8 You said «ambivalent attitudes»?

9 Consumers have the energy to save energy! Belgians are among the biggest consumers of energy in Europe but Consumption behaviours 19% 25% 21% 9% 10% 10% have begun to reduce their consumption find it impossible to reduce their consumption intend to reduce their consumption don t know 69% 63% 59% Electricity Water Heating 60% to 70% intend to reduce even more their consumption in the next months National universe ; years ; July 2010

10 Eco-consumers are on the move! Means used during the last 12 months 96% consumers (at least one means) 9 means / individual DAILY HABITS 95% consumers (at least one means) 6 means / individual 10 tested items CONCRETE ACTIONS NEW means which will be used during the next 12 months 75% consumers (at least one means) 3 means / individual DAILY HABITS 42% consumers (at least one means) 1 means / individual 10 tested items CONCRETE ACTIONS 86% consumers (at least one means) 3 means / individual 65% consumers (at least one means) 2 means / individual 11 tested items 11 tested items National universe ; years ; July 2010 ; means used to reduce energy expenditures

11 From simple actions today During the last 12 months Use of energy saving lamps Turn off lamps more often Stop letting run the water 73% 71% 76% Swich off devices Dry clothes outside Use of economical washing programs 64% 64% 63% Reduce heating Use the night rate Maintenance of the boiler Buy energy saving appliances 54% 54% 50% 49% Daily habit Action National universe ; years ; July 2010 ; means used to reduce energy expenditures (top 10) ; last 12 months

12 Daily habits today Energy saving lamps Turn off lamps more often Stop letting run the water Switch off devices Dry clothes outside Economical washing programs Reduce heating Use the night rate 76% 73% 71% 64% 64% 63% 54% 54% Reduce bulbs Reduce baths of washing 37% 35% Last 12 months July 2010 ;18-54 years ; national universe ; means used to reduce energy expenditures (last 12 months)

13 Actions today Maintenance of the boiler Buy energy saving appliances Better heating control Recycle rainingwater Insulation works 50% 49% 40% 35% 33% Buy a new boiler Altenative heating Change of supplier Conduct energy audit Install solar panels 19% 19% 17% 12% 8% Last 12 months July 2010 ; years ; national universe ; means used to reduce energy expenditures (last 12 months)

14 to more sophisticated means tomorrow! During the next 12 months Buy energy saving appliances Change of supplier Achieve insulation works Conduct energy audit 23% 21% 21% 19% Install solar panels Buy a new boiler Recycle rainingwater Use of energy saving lamps 18% 16% 16% 15% Alternative heating 15% Maintenance of the boiler 13% Daily habit Action National universe ; years ; July 2010 ; means used to reduce energy expenditures (top 10) ; next 12 months

15 Daily habits today & tomorrow Energy saving lamps 76% 15% Turn off lamps more oftn 73% 7% Stop letting run the water 71% 6% Switch off devices 64% 11% Dry clothes outside Economical washing programs 64% 63% 9% 7% Reduce heating 54% 10% Use the night rate 54% 9% Reduce bulbs 37% 9% Last 12 months Reduce baths of washing 35% 10% Next 12 months July 2010 ;18-54 years ; national universe ; means used to reduce energy expenditures

16 Actions today & tomorrow Buy energy saving appliances Maintenance of the boiler 49% 50% 13% 23% Insulation works 33% 21% Recycle rainingwater 35% 16% Better heating control 40% 11% Change of supplier 17% 21% Buy a new boiler 19% 16% Altenative heating 19% 15% Conduct energy audit 12% 19% Last 12 months Install solar panels 8% 18% Next 12 months July 2010 ; years ; national universe ; means used to reduce energy expenditures

17 Drivers set more limits to ecology! I reduce my car journeys as much as possible I'm in favour of the small models which are less polluting I appreciate brands that invest in manufacturing more ecological models I use as much as possible other means of transport 64% 59% 59% 48% I prefer petrol engines to diesel engines I'm ready to pay more for a "greener" car I try to put car sharing into practice 21% 32% 30% National universe ; years ; July 2010 ; % strongly agree + % rather agree

18 Drivers are less aware! I know the fuel consumption of my car 84% I know the CO2 emission of my car 37% National universe ; years ; main drivers ; July 2010

19 Ecology is more and more attractive!

20 Consumers under pressure 86% pay attention to their energy consumption because of the crisis 51% 78% 25 83% % 3% % 10% 22 5% 6% 16 Heating oil Water, gas, electricity Fuel car Prices decreased Prices remained stable Prices increased slightly Prices increased moderately Prices increased strongly National universe ; years ; July 2010 ; perception of the evolution of the costs during the last past year

21 Drivers worry about their wallet! Purchase of a new car Search for information Comparison of brands or models Give up one s favourite car Fuel consumption 76% 75% 66% Financial benefits 74% 69% 79% (!) «clean» vehicle CO2 emission 52% 49% 39% Particles filter 38% 32% 25% diesel engine (!) depends on price & benefit National universe ; Main drivers ; years ; July 2010 ; criteria considered when purchasing a new car

22 Which bonus for a «clean» vehicle? «I am ready to give up my favorite model/brand if the financial benefit represents» 36% 14% 24% 21% 5% > I don't give up National universe ; main drivers ; years ; July 2010

23 Price of new car Bonus doesn t interest drivers of big cars Total 21% > % % % < % 20% 16% 20% 13% 19% «I would not give up my favourite car whatever the financial benefit» National universe ; main drivers ; years ; July 2010

24 Fill up with information, please!

25 What could make me change my habits? RULES 54% EXTRA-LEGAL 67% Ex : standards for heat insulation, certificate of energy performance, Ex : «eco-chèques», INFORMATION 70% Ex : specific services such as brochures, information offices, websites,... PROFIT 90% Ex : bonus or allowance, tax reduction, National universe ; years ; July 2010 ; measures to encourage new habits ; % strongly convincing + % rather convincing

26 Used in the past Favourite in the future Responsible consumption : we want to know! 62% searched for information during the last 12 months Websites 52% 60% will search for information during the next 12 months Websites 44% Brochures 39% Brochures 31% Magazines (authorities or companies) 29% Exhibitions 18% «Guichets de l énergie» (South only) 17% Magazines (authorities or companies) 24% «Guichets de l énergie» (South only) 24% Exhibitions 16% National universe ; years ; July 2010 ; means of information about responsible energy consumption

27 Awareness campaigns : we want more! Energy saving equipments, bonus from public authorities, rules evolve all the time; it's useful to be continuously informed by campaigns in the media It's useful to relaunch regularly awareness campaigns about environmental protection & energy savings; we quickly forget good behaviours and we return easily to our former habits Awareness campaigns are not varied enough; they do not inform us about the wide range of possible solutions for environmental protection & energy savings Awareness campaigns are not clear enough; we do not always understand very well what we hear 82% 80% 65% 52% Awareness campaigns are too numerous & we are now sufficiently informed about the risks for the planet, the measures for environmental protection and the methods to reduce energy consumption 30% National universe ; years ; July 2010 ; % strongly agree + % rather agree

28 Awareness campaigns : we want more! It's useful to be continuously informed by campaigns in the media 82% 30% 30% Awareness campaigns are too numerous, we are now sufficiently informed July 2010 ; years ; national universe ; % strongly agree + rather agree

29 Awareness campaigns : which message? 65% July 2010 ; years ; national universe ; % strongly agree + rather agree

30 Awareness campaigns : which media? RECALL LAST 12 MONTHS PREFERED MEDIA TOP 3 television 64% television 63% websites 50% websites 49% magazines 43% dailies 37% folders 42% folders 35% dailies 41% radio 28% radio 35% mag. 28% freesheets 31% freesheets 26% direct mail 19% direct mail 20% outdoor 17% outdoor 14% 2% cinema 2% cinema July 2010 ; years ; national universe ; advertising campaigns about responsible energy consumption

31 Drivers are also seeking information! Hybrid cars are a solution for the future to protect the environment 57% We are not enough informed about "green cars" that already exist 59% National universe ; years ; July 2010 ; % strongly agree + % rather agree

32 Are all «ecologists» equal?

33 How do you feel «green»? 61% 77% 25% 22% 14% 16% 13% 10% Green leader Green pragmatic Green minded Green observer Green insensible Green detractor July 2010 ; years ; national universe

34 How do you feel «green»? G. leader G. pragmatic G. minded G. observer G. insensible G. detractor Profondes convictions Concerné Adhésion aux idées «vertes» Reconnaît les danger que nos habitudes font courir à la planète Indifférent Ecologie remise en question Engagé et responsable Démarche guidée par la volonté de réaliser des économies Davantage un état d esprit que des actions quotidiennes Implication plus faible Sa consommation personnelle ne porte pas préjudice à la planète Prêt à modifier ses habitudes et à dépenser plus pour contribuer à la sauvegarde de la planète Fait preuve de rigueur mais est ouvert à la dépense en cas de profit à long terme Quelques gestes accomplis au quotidien mais pas de vision à long terme Ne remet pas sa façon de vivre en cause, ne change pas ses habitudes N est prêt à aucun renoncement au nom de l écologie Très attentif aux marques qui réalisent des efforts en matière d écologie Prête fortement attention aux marques «vertes» Apprécie les marques qui réalisent des efforts sans les rechercher à tout prix Moins d intérêt pour les campagnes de sensibilisation Imperméable aux infos relatives à l écologie Agacé par le débat autour de l écologie

35 Eco-clusters and some attitudes... 40,0% Our consumption exhausts the resources of the planet Personal contribution to the safeguard of the planet Pay attention to brands that are making efforts for environmental protection Invest now in energy savings equipment expenses will decline later 30,0% 20,0% 10,0% 0,0% -10,0% -20,0% -30,0% -40,0% Avg = 82% Avg = 88% Avg = 54% Avg = 72% Green leader Green pragmatic Green minded Green observer Green insensible Green detractor July 2010 ; years ; national universe

36 Eco-clusters and media campaigns «Good behaviours» quickly forgotten need for regular campaigns (avg = 80%) 30% 20% 10% 0% -10% -20% -30% -40% -50% Equipments, rules, evolve all the time need for continuous information (avg = 82%) 30% 20% 10% 0% -10% -20% -30% -40% -50% Green detractor July 2010 ; years ; national universe

37 Eco-clusters and the car... 40,0 30,0 I reduce my car journeys as much as possible I prefer small models which are less polluting Hybrid cars are a solution for the future I m ready to pay more for a greener car I appreciate brands that invest in more ecological models 20,0 10,0 0,0-10,0-20,0-30,0-40,0 Avg = 64% Avg = 59% Avg = 57% Avg = 30% Avg = 59% Green leader Green pragmatic Green minded Green observer Green insensible Green detractor July 2010, years National universe

38 Who are those «green minded»? Sex Education Soc. groups 10% 14% 13% 13% 16% 12% 5% 10% 10% 9% 10% 14% 13% 14% 14% 12% 19% 11% 12% 21% 23% 22% 24% 21% 26% 24% 18% 19% 25% 23% 26% 26% 24% 25% 25% 14% 13% 15% 13% 16% 16% 12% Green sceptic detractor Green insensible Green observer Green minded Green pragmatic Green leader 61% Men Women Low High SG 1-4 SG % 62% 57% 66% 65% 56% July 2010, years National universe

39 Who does pay attention to brand promises? I m ready to pay more for products from socially responsible 75 SG SG I m ready to pay more for durable products National universe ; years ; March 2010

40 Conclusions The Belgians have the «green attitude» Actions now join the thought! Consumers are on high alert! Crisis, evolution of the energy bill, Consumers are receptive to information! They will reduce costs & consumption It s time to hammer new habits into them!

41 Ecology : more than a fashion!