harris decima ttra conference october2008 final

Emerging EnvironmentalismTTRA Canada Conference, October 15, 2008

Methodology Emerging environmentalism and its effect on travel

3

Study Methodology

• Telephone survey of 2,200 Canadians aged 18 and over in September of 2008

• Data collected using Harris/Decima’s weekly national telephone omnibus.

• Data is weighted by age, gender and region to reflect actual population distribution

4

Presentation Outline

1. Causes And Remedies Shifting Focus, New Urgency.

2. Changing the Way We Live – Lessening the impact on the environment.

3. Lifestyle Choices – Travel behind on the thought curve.

4. Environmentally Friendly Travel– Who is doing something about it?

5. Will We Change A steep price for not changing.

6. What the Future May Hold – Converting intentions is the next step.

Causes and Remedies

6

Shifting Focus, New Urgency

• Aging population concerned with legacy

• Unprecedented energy prices

• Weather more prominent, more erratic

• A belief that society is unnecessarily wasteful

• A recognition that individuals have to be part of the solution

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75%

42%

20%

45%

4%

7%

1%

4% 2%

0% 20% 40% 60% 80% 100%

Canada

US

More important No more or less important Less important DK/Ref Dk / No answer

Importance of Environmental Conservation and Preservation

Would you say that environmental conservation and preservation is something that is becoming more important to you personally, less important, or no more or less important than it was a few years ago?

8

48%

18%

22%

11%

26%

39%

28%

8%

0% 20% 40% 60% 80% 100%

Reduce risk of damage to theplanet

Leave world in better shapefor future generations

Reduce the risks to humanhealth globally

Reduce the risks to humanhealth locally

Most important

Next most important

What is the most important reason you feel environmental improvements should be a priority…

What’s Motivating Public Environmentalism Today

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28%

27%

28%

51%

17%

17%

18%

16%

18%

17%

4%

6%

3%

4%

4%

4%

28%

26%

27%

46%

47%

46%

43%

47%

0% 20% 40% 60% 80% 100%

Total

18-34

35-54

55+

Urban

Rural

My Generation has Done Unacceptable Damage

Do you strongly agree, agree, disagree or strongly disagree?

I feel that my generation has done an unacceptable amount of damage to the environment.

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28%

22%

15%

24%

30%

27%

1%

1%

3%

15%

30%

34%

39%

13%

8%

0% 20% 40% 60% 80% 100%

Local

National

Global

Improving a lot Improving a little

Not changing for the better or the worse Deteriorating a bit

Deteriorating a lot

A More Global, Less Local Concern

Over the last few years, would you say that things have been improving or deteriorating in terms of the environment where you live? In Canada generally? Around the planet?

Changing the Way We Live

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Lessening our impact on the environment

• People are making changes to the way they live and think about the environment

• People see evidence that improvements have been made, and are convinced that much more can be accomplished

• They will both embrace and resist change, looking always for lower cost, more convenience

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Changing the Way You Live for the Environment

Major changes32%

Minor changes55%

No changes11%

To what degree have you been trying to change the way you live in order to have a lighter impact on the environment?

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Changing the Way You Live for the Environment

32%

37%

27%

26%

33%

35%

55%

53%

57%

61%

57%

50%

11%

9%

14%

12%

9%

13%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Total

Female

Male

18-34

35-49

50+

Major changes Minor changes No changes

To what degree have you been trying to change the way you live in order to have a lighter impact on the environment?

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Environmental Segments

Which of these four statements best describes you when it comes to the environment?

I’m passionate about trying to protect the environment and I make choices about the things I do and things I purchase in a way that reflects that.

I am trying to become more careful about my environmental impact but I still don’t always know how to do so

I want to be more careful about my impact on the environment, but there are limits to what I can afford to do.

I hear more and more about the need to do more to protect the environment, and eventually I will change too, but I haven’t done too much differently yet.

9%

31%

40%

19%

0% 10% 20% 30% 40% 50%

16

Protecting the Environment

Total Passionate about environment

Trying but don’t know how

Financial Limits

Haven’t done too much

Male 48% 41% 42% 55% 65%

Female 52% 59% 58% 45% 35%

18-34 28% 26% 27% 31% 29%

35-49 29% 28% 31% 29% 20%

50+ 43% 47% 42% 40% 52%

<$40K 28% 33% 22% 30% 31%

$40-80K 41% 38% 43% 42% 38%

$80-100K 12% 11% 12% 13% 10%

$100K+ 20% 18% 23% 16% 20%

Atl. Prov. 7% 8% 7% 7% 13%

Quebec 24% 19% 27% 27% 18%

Ontario 38% 43% 38% 38% 30%

Prairies 6% 5% 4% 6% 10%

Alberta 10% 10% 12% 11% 16%

BC 13% 16% 13% 11% 14%

Profile of Each Segment

Lifestyle Choices

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Travel is Behind on the Thought Curve

• The three R’s are alive and well

• Thinking about and planning to reduce travel is far behind

• Youngest least likely to be embracing change

• Only half of passionate environmentalists plan to reduce travel so there is still along way to go for even this group

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Environmentally-Friendly Lifestyle Choices

83%

79%

78%

73%

68%

64%

64%

55%

44%

42%

34%

30%

30%

0% 20% 40% 60% 80% 100%

Increasing amount of recycling

Reducing electricity use

Using reusable grocery bags

Reducing amount of garbage

Reducing water use

Buying groceries grown nearby

Using efficient shower heads

Driving less

Insulating water pipes

Buying organic food

Getting a more fuel efficient car

Thinking about reducing impact of travels

Planning to reduce impact of travels % who already do this

Is something you are already doing, are not yet doing but are certain to do in the future, are likely to do in the future, or are unlikely to do?

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Environmentally-Friendly Lifestyle Choices

% who already do this Total Male Female 18-34 35-49 50+ Atl. Que. Ont.Man /

SaskAlta. BC

Increasing recycling 83% 81% 86% 79% 83% 86% 81% 87% 87% 74% 75% 77%

Reducing electricity use 79% 73% 85% 71% 80% 84% 79% 81% 82% 71% 73% 76%

Using reusable grocery bags

78% 72% 84% 73% 80% 80% 74% 82% 79% 69% 77% 76%

Reducing amount of garbage

73% 69% 76% 63% 75% 77% 69% 74% 75% 69% 70% 72%

Reducing water use 68% 62% 73% 59% 66% 75% 64% 73% 68% 61% 66% 65%

Buying local produce 64% 60% 68% 56% 63% 71% 69% 71% 65% 59% 54% 58%

Using efficient shower heads

64% 62% 66% 50% 69% 70% 62% 64% 69% 54% 64% 57%

Driving less 55% 51% 57% 46% 54% 60% 56% 55% 53% 50% 58% 57%

Insulating water pipes 44% 47% 41% 28% 46% 53% 54% 38% 48% 45% 44% 39%

Buying organic food 42% 38% 45% 39% 41% 44% 39% 48% 39% 41% 39% 41%

Getting fuel efficient car 34% 35% 33% 31% 36% 35% 35% 30% 36% 37% 34% 34%

Planning to reduce impact of travels

30% 29% 31% 25% 26% 35% 27% 36% 27% 27% 28% 28%


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Planning to Reduce Impact of Travel

30%

47%

27%

28%

15%

11%

14%

13%

8%

6%

19%

13%

24%

20%

13%

29%

17%

26%

33%

53%

11%

9%

11%

10%

13%

0% 20% 40% 60% 80% 100%

Total

PassionateEnvironmentalist

Trying, but don't knowhow

Financial limits

Haven't done much

Already do this Certainly will Likely will Unlikely DK


Environmentally-Friendly Travel

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Who is doing something about it?

• The environmental impact of vacation travel is important

• Passionate Environmentalists are ahead of the curve

• Active choices for enviro-friendly travel still lagging

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Importance of Environmental Impact of Travel

14%

33%

9%

10%

6%

31%

35%

34%

29%

13%

24%

14%

28%

27%

24%

26%

13%

25%

27%

50%

5%

6%

4%

5%

6%

0% 20% 40% 60% 80% 100%

Total



Financial limits

Haven't done much

Great deal Fair bit Not much None DK

When you travel, how much importance do you attach to the environmental impact of your trip…a great deal, a fair bit, not much or it never enters your mind?

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Importance of Environmental Impact of Travel

45%

47%

41%

42%

42%

48%

0% 10% 20% 30% 40% 50% 60%

Total

Female

Male

18-34

35-49

50+

% Great deal / fair bit of importance

When you travel, how much importance do you attach to the environmental impact of your trip…a great deal, a fair bit, not much or it never enters your mind?

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Environmentally-Friendly Tourism

38%

23%

14%

13%

25%

24%

17%

16%

24%

32%

27%

27%

6%

9%

16%

17%

4%

7%

19%

19%

6%

7%

8%

3%

0% 25% 50% 75% 100%

Environmentally friendlytourism is extremely

important

Canadian destinationsenviro-friendly

Actively make enviro-friendly choices when I

travel

Always take enviro-friendlytourism into account whendeciding where to travel to

Strongly agree Somewhat agree Neither agree/disagree Somewhat disagree Strongly disagree DK

To what extent do you agree or disagree with each of the following statements concerning environmentally-friendly travel.

Environmentally-friendly travel refers to “travel that minimizes any negative impacts on the destination’s environment, economy and society, while making positive contributions to the local people and conserving the destination’s natural and cultural heritage”.

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Environmentally-Friendly Tourism

% who agree Total Passionate Trying Financial LimitsHaven’t done

much

I feel that environmentally-friendly tourism is extremely important

63% 82% 65% 58% 40%

I consider Canadian destinations to be environmentally-friendly

47% 52% 49% 40% 51%

I actively make environmentally-friendly choices when I travel (staying in environmentally-friendly hotels, renting fuel-efficient cars, etc.)

31% 56% 27% 24% 20%

I always take environmentally-friendly tourism considerations into account when making a decision about where to travel to

30% 50% 26% 24% 24%

To what extent do you agree or disagree with each of the following statements concerning environmentally-friendly travel.

Will We Change?

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A Steep Price for NOT Changing

• A small premium is acceptable for an environmentally friendly holiday

• Lots of choice for the tourism industry

• Almost two-thirds would pay 10% more

• Younger males most receptive to paying more

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Environmentally-Friendly Travel Choices

79%

74%

74%

71%

68%

67%

55%

47%

18%

23%

22%

25%

28%

28%

41%

48%

0% 20% 40% 60% 80% 100%

Hotels that use renewable energy

Restaurants or hotels that use localfood

Car rental companies that offerhybrids

Resorts that use less energy andwater

Destinations with eco-friendly trips

Cruise lines that use solar panels

Cities that place a toll on traffic

Airlines that offer carbon reduction

Attractive Not attractive

Is the kind of thing that would attract you as a traveller greatly, a fair bit, not much or not have any appeal for you at all

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% who are attracted to this Total Male Female 18-34 35-49 50+ Atl. Que. Ont.Man /

SaskAlb. BC


79% 76% 82% 82% 83% 74% 80% 80% 80% 75% 76% 78%

Restaurants or hotels that use local food

74% 70% 78% 77% 77% 70% 79% 78% 74% 70% 65% 73%

Car rental companies that offer hybrids

74% 73% 74% 82% 77% 66% 74% 75% 74% 69% 73% 76%

Resorts that use less energy and water

71% 67% 75% 75% 76% 65% 73% 73% 71% 69% 68% 70%


68% 65% 71% 72% 71% 64% 71% 70% 67% 67% 66% 68%


67% 67% 67% 74% 69% 60% 65% 74% 66% 59% 62% 64%


55% 53% 57% 59% 54% 54% 58% 67% 51% 46% 48% 53%


47% 43% 51% 52% 47% 44% 41% 64% 44% 38% 37% 40%

Is this the kind of thing that would attract you as a traveller greatly, a fair bit, not much or not have any appeal for you at all

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% who are attracted to this Total Passionate Trying Financial Limits

Haven’t done much


79% 87% 84% 75% 61%

Restaurants or hotels that use local food

74% 84% 80% 70% 55%

Car rental companies that offer hybrids

74% 79% 78% 73% 53%

Resorts that use less energy and water

71% 81% 76% 67% 47%


68% 82% 72% 63% 48%


67% 71% 73% 64% 50%


55% 65% 61% 47% 42%


47% 54% 53% 40% 33%

Is this the kind of thing that would attract you as a traveller greatly, a fair bit, not much or not have any appeal for you at all

33

Willingness to Pay Extra

4%

8%

17%

41%

26%

0% 10% 20% 30% 40% 50%

More than20%

11% to 20%

6% to 10%

1% to 5%

Nothing

How much more, if anything, are you willing to pay to go on an environmentally-friendly holiday?

34


4%

3%

4%

5%

4%

3%

8%

8%

8%

8%

10%

6%

17%

16%

18%

18%

16%

16%

41%

44%

37%

45%

39%

39%

26%

23%

29%

21%

28%

28%

0% 25% 50% 75% 100%

Total

Female

Male

18-34

35-59

50+

20%+ 11% - 20% 6%-10% 1%-5% Nothing

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4%

5%

4%

3%

4%

8%

13%

8%

7%

3%

17%

20%

19%

15%

7%

41%

37%

44%

42%

32%

26%

18%

21%

30%

44%

0% 25% 50% 75% 100%

Total



Financial limits

Haven't done much

20%+ 11% - 20% 6%-10% 1%-5% Nothing

What the Future May Hold

37

Conclusions

• The environment is a sweeping priority that is likely to endure.

• It is becoming more global, less local, and is linked to legacy concerns of a large baby boom generation.

• Climate change may get the headlines, but waste is a crucial driver

• There is less blame assigned for environmental problems, and more sense of shared responsibility.

• An environmental ethic is being augmented by other factors– Social, Gender, Age– Economic, Technological

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Conclusions

• Personal behavioural change may be exaggerated, but there is little doubt it is changing, and will likely to continue to do so in the future.

• Behaviours are shifting, starting with low-hanging fruit– Canadians are recognizing that environmental efforts they are making are

truly the first of many they will need to make

• Canadians don’t expect perfection– But they expect progress

• They also don’t expect it will come without cost– As long as costs are reasonable, most are willing to pay for environmentally

friendly holidays

• The time is now for the tourism industry to get out in front of the wave of change

thank youRichard Leigh-Bennett, CMRP

[email protected]

harris decima ttra conference october2008 final

Technology

environment people

environment profile

environmental impact

lighter impact

environmental segments

public environmentalism

unacceptable damage

important reason