Research Overview. 6 Census Regions. 12 Key States. Midwest, Southeast, West, Northeast, Southwest Mid-Atlantic

Transcription

1 April 2014

2 Research Overview Date conducted: March-April 2013 Sample: 4,046 nationally representative adults years (21+ for alcohol Qs) Findings are reported by 6 Census Regions Midwest, Southeast, West, Northeast, Southwest Mid-Atlantic 12 Key States States with high enough levels of survey participation

3 Census Regions and Key States

4 We divided our questioning into two parts: First to assess the consumer outlook on the environment and Secondly to ascertain habits, outlooks and perceptions with regard to recycling practices and what influences good recycling practices.

5 Part 1 ENVIRONMENTAL

6 Area of Environmental Concern What motivates our consumers about the environment? Area of Concern MidWest Southeast West Northeast Southwest Mid-Atlantic Landfills and dumps Threat of climate change Loss of natural resources Area of Concern Landfills and dumps Threat of climate change Loss of natural resources

7 Personal Outlook What is the Personal Value Proposition for the consumer? Area of Concern MidWest Southeast West Northeast Southwest Mid-Atlantic I look for changes that we can do as a family to make our home or lifestyle greener or more eco-friendly To me, it is usually worth paying more for eco-friendly products I am not willing to make compromises on performance for eco-friendly products Area of Concern I look for changes that we can do as a family to make our home or lifestyle greener or more eco-friendly To me, it is usually worth paying more for eco-friendly products I am not willing to make compromises on performance for eco-friendly products

8 Impact of Efforts What is the perceived impact of conserving for the consumer? Area of Concern MidWest Southeast West Northeast Southwest Mid-Atlantic Most of the efforts I take to be green or eco-friendly probably won t have an effect in my lifetime Little changes I make to my lifestyle can add up to big improvements for the environment Being eco-friendly is a way to improve my quality of life Area of Concern Most of the efforts I take to be green or eco-friendly probably won t have an effect in my lifetime Little changes I make to my lifestyle can add up to big improvements for the environment Being eco-friendly is a way to improve my quality of life

9 Part 2 RECYCLING

10 Frequency of Recycling How often do people recycle? I always/usually Recycle MidWest Southeast West Northeast Southwest Mid-Atlantic Strongly Agree/Agree I always/usually Recycle Strongly Agree/Agree

11 Personal Outlook Worth doing it in spite of the fact that it is a chore? I always/usually Recycle MidWest Southeast West Northeast Southwest Mid-Atlantic Strongly Agree/Agree Recycling is a bother, but worth it MidWest Southeast West Northeast Southwest Mid-Atlantic Strongly Agree/Agree I always/usually Recycle Strongly Agree/Agree Recycling is a bother, but worth it Strongly Agree/Agree

12 Impact of Efforts Area of Concern MidWest Southeast West Northeast Southwest Mid-Atlantic I always/usually Recycle Strongly Agree/Agree Many recyclables people put into bins still go into a landfill I would recycle more if I knew it were reliably recycled Area of Concern I always/usually Recycle Strongly Agree/Agree Many recyclables people put into bins still go into a landfill I would recycle more if I knew it were reliably recycled

13 Predictors of Recycling I always/usually Recycle MidWest Southeast West Northeast Southwest Mid-Atlantic I always/usually Recycle Strongly Agree/Agree Percent of Respondents with access to a curbside program Percent of Respondents who had access to drop-off facilities only

14 Observations and Insights Loss of natural resources is the biggest concern re the environment across geographies and across age groups People are actively looking for changes they can make, especially in age group Across the board belief that little changes add up and that eco-friendliness improves QOL, particularly among those under 35 Yet the older you are, the more likely to recycle and even though a bother, the oldest felt it was worth it year olds also felt it was a bother but worth it, but least likely to actually do it Youngest most inclined to be skeptical as to whether or not recycled materials still ended up in landfill Regions with the greatest access to curbside and least reliability on dropoff recycling had the highest rates of recycling; while regions with lowest curbside and highest drop-off had the lowest rates of recycling.

15 Glass is ENDLESSLY Recyclable Questions?