sustainable development goals · sustainable development goals wheres the centre of concern for new...

F U T U R E S

B E T T E R

R E P O R T

2017

1 2 3 4 5

6

NEW ZEALANDERS’ VIEWS OF THE SUSTAINABLE

DEVELOPMENT GOALS

WHERE’S THE CENTRE OF

CONCERN FOR NEW ZEALANDERS?

SUSTAINABLE CONSUMPTION

SUSTAINABLE BRANDS

HOT TOPICS

Key takeouts© COLMAR BRUNTON BETTER FUTURES REPORT 2017 EDITION

C O N T E N T S

A tracking study of 15,600 people & their attitudes & behaviour towards socially, environmentally & economically responsible brands 2009-2017

METHODOLOGY

© COLMAR BRUNTON BETTER FUTURES REPORT 2017 EDITION

2017 people(Nationally representative)

n=1000

F I E L D D A T E S

10 October – 13 November 2017

N E W Z E A L A N D E R S ’ V I E W S O F T H E S U S T A I N A B L E D E V E L O P M E N T G O A L S

© C O L M A R B R U N T O N B E T T E R F U T U R E S R E P O R T 2 0 1 7 E D I T I O N

1

A w a r e n e s s o f t h e S D G s h a s i n c r e a s e d b y 5 p o i n t s s i n c e 2 0 1 6 t o

From the United Nations’ ‘Transforming our world: the 2030 Agenda for Sustainable Development

28%


896,000 adult Kiwis have

heard of the Sustainable Development Goals set out by the United Nations

Base 2017 n=1000. Source: How important do you think it is that NZ has signed up to these goals?

More New Zealanders are rating each of the goals 8 or more out of

10 on importance, driving up the average

importance of the goals overall

I M P O R T A N C E S U M M A R Y 2 0 1 6 V S 2 0 1 7

2016 2017


69% 72%

F A S T E S T S D G R I S E R S 2 0 1 6 V S 2 0 1 7

Base 2017 n=1000. Source: How important do you think it is that NZ has signed up to these goals?

Though not prioritised by New Zealanders,

some goals are gaining traction faster

than others

+7

2016 2017 2016 2017 2016 2017 2016 2017 2016 2017

+6 +6 +6 +6


60%67%

62%68%

62%68% 66%

72%

64%70%

Base: 2017 (n=1000) . Source: How important do you think it is that NZ has signed up to these goals?, Please rate how well you think New Zealand is performing on each of these goals

Women are more likely than men to say that it is important that NZ

has signed up to these goals, but are less likely

to say that NZ is performing well

79%F E M A L E M A L E

I m p o r t a n c e % W H O R A T E 8 - 1 0

P e r f o r m a n c e % W H O R A T E 8 - 1 0

65%

15%F E M A L E M A L E

21%


Base: Those who said at least one goal was important (n= 917). Source: Which goal do you think is the most important for NZ to be achieving?

20%

17%

9% 8% 8%7% 7%

5% 5%

I M P O R T A N T F O R N Z T O A C H I E V EClimate action has

increased in importance to achieve compared to last year but the rest of the environmental goals are still superseded by

the social areas

Whilst Clean Water and Sanitation is perceived as the most important goal overall, when asked specifically which single goal is most important for New Zealand to achieve, relieving our country from Poverty is deemed the number one priority, as it was in 2016


M A S L O W ’ S H I E R A R C H Y O F N E E D S


M O S T I M P O R T A N T

G O A L S T O A C H I E V E

F E M A L E S M A L E S

T O P

5

There is a gender difference in what people see as priorities. Women tend to focus on what Maslow identifies as

more basic and fundamental needs

Self Actualisation

Esteem Needs

Social Needs

Safety Needs

Physiological Needs

Base: Those who said at least one goal was important (n= 917). Source: Which goal do you think is the most important for NZ to be achieving?

Base: n=1000. Source: Which goal do you think is the most important for NZ to be achieving? Why do you think this is the most important goal for New Zealand to be achieving?

New Zealanders can clearly articulate why these goals are so important for a sustainable future

20%


“Because there is fartoo much poverty andpeople living on thebreadline paying waytoo much rent andnot getting a decentliving wage to feedthemselves and theirchildren.”

“No poverty meansthat the other thingswill happen also i.e.education, housing,good food, sanitationand more.”

“Because there is somuch shown aboutpoverty in third worldcountries that notmany people realisehow much poverty wehave here in NewZealand.“

M O S T I M P O R T A N T G O A L S T O K I W I S

TOP

5

Base: n=1000. Source: Which goal do you think is the most important for NZ to be achieving? Why do you think this is the most important goal for New Zealand to be achieving? © COLMAR BRUNTON BETTER FUTURES REPORT 2017 EDITION

“To be able to houseall people in NZ in acomfortable homeand to have theavailability of goodhealth care for all.”

“Because health andwellbeing has such aflow on effect to allother areas of bothlifestyle and theeconomy.”

“It’s important for allNew Zealanders to begiven the tools andopportunity toachieve good healthand wellbeing. Thiswill also pass on togenerations to come.”


17%

TOP

5



9%

“Without work and production you cannot afford goals .”

“Because once youdeal with the workand economics therest of it will followi.e. no poverty, noinequalities etc.”

Because it all startswith people beingable to earn money -and equality in payingeveryone well - thenthey can afford tolook after children,pay for education,good water and food,and helps mentalhealth as well.

TOP

5

“While people in New Zealand are starving it isimpossible to achieve any of the other goals. Notonly does it tarnish the image of New Zealand but itmeans that as a country we are failing our people ata very basic level. How can we achieve the loftytargets such as climate change if we can't evenachieve a basic goal of feeding hungry people!!”



“No point in fixing theother things if peopleare starving.”

TOP

58%

8%



“Because if the planetgets to the pointwhere it can nolonger sustain life inthe way it can now,then none of theother points arerelevant.”

“Environmental issuesaffect the entirecountry and world.For NZ, it is central toNZ branding and itsposition in the globaleconomy.”

“New Zealand is anisland nationincreasing sea levelscould affect allcoastal regions in NZwhere all our majorcities and ports are.”

TOP

5



TOP

57%

“No clean water, nohealth, no business,no life.”

“Because water issomething we canmaintain and improvewithout externalintervention, as wellas being a simple goalthat most NewZealanders canunderstand.”

“Without clean wateretc, New Zealandwould not be what itis: Clean Green.”



TOP

5“Educate our futuregenerations andeverything else willfollow.”

“Good education willinform people howto be better atprotecting themselvesand the planet.”

“Readjust what istaught in schools tobetter prepare theyounger generation.”

7%

10%

17% 17%

14% 14%

19%

24%

10%

18%

9%

18%20%

14% 15%

22%

26%

13%

22%

P E R C E I V E D P E R F O R M A N C E A G A I N S T K E Y G O A L S

There’s a perceived gap in performance compared to level of importance placed on the goals, but in 2017 there are some small improvements in performance compared to 2016

Base: n=1000. Source:How important do you think it is that NZ has signed up to these goals? Please rate how well you think New Zealand is performing on each of these goals

2016 2017

THE MOST IMPROVED PERFORMANCE

2016 2017 2016 2017 2016 2017 2016 2017 2016 2017 2016 2017 2016 2017 2016 2017


-1 +1 +3 0 +1 +3 +2 +3 +4

W H E R E ’ S T H E C E N T R E O F C O N C E R N F O R N E W Z E A L A N D E R S ?

C O L M A R B R U N T O N B E T T E R F U T U R E S R E P O R T 2 0 1 7 E D I T I O N

2

% of kiwis ‘very concerned’

Base: 2017 (n= 1000). Source: Please indicate how concerned you are about these issues

69%

68%

68%

64%

63%

62%

60%

60%

59%

58%

T O P 1 0 C O N C E R N S F O R N E W Z E A L A N D E R S

Violence In Society

Protection Of New Zealand Children

Increasing Cost Of Living

Suicide Rates

Build-up Of Plastic In The Environment

Not Having Access To Good, Affordable Healthcare

Cleaning Up Of New Zealand Waterways

Pollution Of Lakes And Seas

Lack Of Affordable Housing

Drugs / Alcohol Addiction In Society

New Zealanders’ top concerns reflect a social and

environmental lens on sustainability

In the Top 10 concerns this year, 4 newly included

factors are suicide rates, build up of plastic, cleaning

up of waterways, and drug/alcohol addiction


-2%

+2%

+1%

NEW

NEW

+1%

NEW

-1%

-3%

NEW

DIFF TO 2016

Men’s Top 5 concerns are similar

to women’s…


C O N C E R N S F O R M E N A N D

W O M E N

W O M E N M E N

T O P

5



Suicide Rates

Violence In Society

Build-up Of Plastic In The Environment

Violence In Society


Lack Of Infrastructure To CopeWith Population Growth


Cleaning Up Of New Zealand Waterways

Base: (n= 1000). Source: Please indicate how concerned you are about these issues

…but women are much more concerned about

some specific issues


B I G G E S T D I F F E R E N C E S I N C O N C E R N S B E T W E E N M E N A N D W O M E N

Increasing Levels of

Homelessness

Mistreatment of Animals

Increasing Cost of Living

Build-up of Plastic In The Environment

Suicide RatesNuclear Power / Nuclear Weapons

55%

30% 52% 50% 57% 47% 37%

76% 74% 77% 66% 56%


+25 +24 +20 +19+24 +19

Generational differences are

identified – with life experience influencing people’s perspectives


M O S T C O N C E R N E D

L E A S T C O N C E R N E D

1 8 - 2 9 3 0 - 5 9 6 0 +

Privatisation Of Some Government Services Managing Personal Debt Privatisation Of Some Government Services

Ensuring New Zealand’s Independence Is Maintained In Trade Deals And Other

Agreements Signed With Overseas Governments

Privatisation Of Some Government Services Cost Of Education / Study

Productivity Of New Zealand Businesses Lack Of ‘Country Of Origin’ Labelling Managing Personal Debt

Lack Of ‘Country Of Origin’ Labelling Productivity Of New Zealand Businesses Threat Of Artificial Intelligence

Threat Of Artificial Intelligence Threat Of Artificial Intelligence Job Insecurity

1 8 - 2 9 3 0 - 5 9 6 0 +

Increasing Cost Of Living Increasing Cost Of Living Violence In Society

Violence In Society Protection Of New Zealand Children Protection Of New Zealand Children

Lack Of Affordable Housing Suicide Rates Drugs / Alcohol Addiction In Society

Protection Of New Zealand Children Not Having Access To Good, Affordable Healthcare Build-up Of Plastic In The Environment

Lack Of Infrastructure To Cope With Population Growth Build-up Of Plastic In The Environment

Ensuring New Zealand’s Independence Is Maintained In Trade Deals And Other

Agreements Signed With Overseas Governments


S U S T A I N A B L E C O N S U M P T I O N


3

10

10

17

60

65

59

30

25

24

C O M M I T M E N T T O L I V I N G A S U S T A I N A B L E L I F E S T Y L E

2015

2016

LOW COMMITMENT MEDIUM COMMITMENT HIGH COMMITMENT

Base: (n= 2000) Source: Where would you place yourself on our scale in terms of how committed you are to living a sustainable lifestyle?

High commitment to a sustainable lifestyle has grown significantly

compared to previous years

2017

-5 +5NC

+6 +1-7


60+ year olds, females, and low

income earners are more likely to be

highly committed to living a sustainable

lifestyle in 2017

There are key actions that New Zealanders

say that they are personally doing some, most or all of the time to be more sustainable


Recycle Paper, Plastics, Glass And Tins

Be Energy Efficient In Your Home e.g. Use Eco-friendly Light Bulbs, Using Efficient Appliances

Buy Locally Produced And Grown Products Rather Than Imported Ones

Use A Reusable Water Bottle Or Coffee Cup

Not Use Plastic Bags From Supermarkets And Shops

Buy Eco-friendly Cleaning Products

Buy Fair-Trade Products

Use Alternative Transport e.g. Cycling, Walking

Grow Your Own Fruit And/or Vegetables

Buy Organic Foods / Beverages

Compost Food And Organic Waste

Eat A Vegetarian Meal At Least Once A Week

Use Public Transport

Barter Or Swap Products Rather Than Buy New Ones

Make My Own Green Cleaning Products

Maintain A Plant-Based Vegetarian Diet (No Meat Or Fish) Or Vegan Diet (No Animal Products)

Pay To Offset The Carbon-Emissions Of Your Flights

Use Solar Energy To Power My Home

97%

95%

93%

92%

83%

83%

78%

76%

76%

72%

69%

64%

56%

47%

35%

27%

19%

14%

2017

Base: (n= 1000). Source: How often do you personally…

% WHO DO SOME, MOST

OR ALL OF THE TIME


Biggest movements in sustainable behaviour include not using plastic bags, increased use of public transport, paying a bit more for sustainable products and more plant based eating

INCREASE SINCE 2014

83%

69%

56%

50%

50%

27%

19%

Not asked in 2014

+5

+7

+7

+3

+5

Not Use Plastic Bags From Supermarkets And Shops

I’m Willing To Pay A Bit More To Get The Best Organic, Sustainable And Ethically Produced Products Available

Use Public Transport

I’m Considering Green Energy Sources For My Home e.g. Solar, Geothermal

I Choose Not To Buy Products If They Don't Have Sustainability Credentials

Maintain A Plant-Based Vegetarian Diet (No Meat Or Fish) Or Vegan Diet (No Animal Products)

Pay To Offset The Carbon-Emissions Of Your Flights

Base: (n= 1000). Source: How often do you personally…

% WHO DO SOME, MOST OR ALL OF THE TIME

Kiwis who are willing to pay a bit more to get the best organic, sustainable & ethically produced products available

Kiwis who would stop buying a company’s products if they heard about

them being irresponsible or unethical

Base: All respondents (n= 1000)

2017

Base: (n=500) . Source: Please indicate how much you agree with each of the following statements

People see value in making sustainable

choices and say they are willing to act

accordingly83%


69%

Females are more committed: 75%

Base: (n= 1000). Source: Which of these statements would apply to you most when choosing an everyday brand or product to buy at the supermarket?

Which of these has an impact on the everyday brands or products you choose to buy?


Still choose to buy products because of the price even for those who are committed to a sustainable lifestyle

8/10 people

Think that value for money is the most important reason to choose brands / products to buy

3 /10 people

Frugality – living within our means – is also a sustainable behaviour, and some people cannot afford to make wholly sustainable choices when a premium is demanded

S U S T A I N A B L E B R A N D S


4


Base: 2009/2010 (n=5045) | 2016/2017 (n=2000) How much influence do issues of sustainability have on who you choose to buy or deal with?

W H E T H E R B U Y I N G I S I N F L U E N C E D B Y S U S T A I N A B I L I T Y 2 0 0 9 / 1 0 d i f f w i t h 2 0 1 6 / 1 7

Sustainability is increasingly influencing purchase behaviour across categories

Insurance Companies Cosmetics And Personal Care Manufacturers

Banks Airlines Fast Food Companies Local And Regional Government

Food And Beverage Producers

Food Retailers Energy / Power Companies Oil / Petrol Companies Technology And Communications Suppliers

Car Makers Home-care And Appliance Manufacturers

+15 +14 +14 +11 +10 +9 +9

+9 +9 +7 +6 +3 +2

The sustainability story is important in appealing to

employees, as well as influencing brand reputation more broadly

64%of Kiwis would rather work for a company with strong values even if they are paid less

73%say it’s important for them to work for a company that is socially and environmentally responsible


Base: (n=500) Source: Please indicate how much you agree with each of the following statements

It’s only the most innovative

and progressive businesses that take

sustainability seriously

55%

2014 2015

= NZ’S MOST LOVED BRAND

2016 2017

ECO STORE AND FAIRTRADE ARE TOP OF MIND AS LEADING SUSTAINABLE BRANDS

Base: 2017 (n= 1000). Source: And now thinking about all the brands you know of, both within

New Zealand and around the world, which brands would you say are leaders in the area of sustainability?

IT’S STILL DIFFICULT FOR PEOPLE TO NAME A LEADING BRAND IN SUSTAINABILITY !


6

E X P E C T A T I O N S A R E B E C O M I N G M A I N S T R E A M

…even if you can’t lead – companies and organisations must still address sustainability

4

3

2

1

Percentage Spontaneously

Mentioned

/10cannot name any brand they consider leaders

7

When prompted, more people are able to recognise brands with sustainability

credentials

T O P T E N P R O M P T E D B R A N D S S T R O N G L Y E N D O R S E D A S B E I N G A L E A D E R I N A N

A R E A O F S U S T A I N A B I L I T Y

Base: 2017 (n= 368-369). Source: How much do you agree that each of the following businesses are leaders in any area of sustainability?

Eco Store

Earthwise

Tesla

The Body Shop

Whittaker’s

Meridian

Fonterra

Mercury

Air New Zealand

Kathmandu

Sanitarium

P R E V I O U S L Y I N T H E T O P 1 0 ( 2 0 1 6 )

14%

9%

Z Energy

Trilogy

DIFF TO 2016

-3

+5

-3

+3

NEW

NEW

+4

+5

+5

-1

+2

32%

31%

25%

23%

18%

16%

13%

12%

11%

11%

10%

Trade Aid 47% and Fairtrade 46% are

ambassadors and strong endorsers

(validators, auditors) for sustainability

Base: Those who mentioned a leading sustainable brand (n=281). Source: What is it about who they are and what they do that makes them a leader?

They care about the environment/Environmentally-friendly practices

Committed/dedicated to use of renewable resources

They use fair trade

Unprompted reasons why

brands are seen as leaders in

sustainability are centred around

environmental protection,

sourcing of ingredients and

ethical practices

Focus on quality/ natural ingredients/ organic

ALTHOUGH SOCIAL GOODS

(E.G. GENDER EQUALITY, EDUCATION)

ARE IMPORTANT, THEY ARE NOT COMING

UP AS UNPROMPTED FEATURES

14%

23%

13%

26%


T O P

4

More businesses are getting better at

communicating their sustainability stories

But there is still a long way to go

% Agree

Base: (n=500) Source: How much do you agree that the way businesses talk about their social and environmental commitments is confusing and hard to understand?

2015 2016 2017

T H E ‘ C O N F U S I N G A N D H A R D T O U N D E R S T A N D ’ R A T I N G F O R C O M M U N I C A T I O N S I S D O W N

81%

75%

72%



H O T T O P I C S

5

W A T E R



…and people consider it as a collective responsibility to improve

All New Zealanders Are Responsible For

Improving The Quality Of Our

Waterways

82% 91%

Clean Water &Sanitation

Base: (n= 1000). Source: How Important Do You Think It Is That NZ Has Signed Up To These Goals?

Please Indicate How Much You Agree With Each Of The Following Statements


8/10 New Zealanders think this is important

P L A S T I C W A S T E



C O N C E R N S A R E B E C O M I N G M A N I F E S T E D

A T M U L T I P L E L E V E L S

IN OUR FOOD, DRINK, SKINCARE PBA-free packaging, micro-beads, plastic in fish we eat

NZ WATER WAYS AND SINGLE USE PLASTIC ITEMSLocal initiatives to control bags, drink bottles, straws, packaging

OCEANS AND SEA LIFE From stories of plastic island (gyres), to dead turtles, dolphins and malnourished albatross chicks


PLASTIC WASTE

Accumulation of plastic in the environment is now a concern for

2 out of 3 New Zealanders

A watch-out for industry and the future Global

Local

Personal

T H E N E X T ‘ S U G A R ’ ?


C L I M A T E A C T I O N


of Kiwis agree that climate change is the biggest

problem the world is facing today, though there are

MANY other sustainability conversations that generate

more attention

68%

Base: All respondents (n= 1000). Source: Please Indicate How Much You Agree With Each Of The Following Statements. Please Indicate How Concerned You Are About These Issues

However,


… in the context of a myriad of more direct and immediate challenges of day to day life, climate change can fall down the list of priorities in people’s minds;

24th out of

THE CHALLENGE IS TO CONNECT THE DOTS BETWEEN DAY TO DAY CHOICES AND THE IMPACT ON CLIMATE

38 concerns


T H E C H A L L E N G E

“Because if we start thinking about cradle to cradle consumption, it will change our waste, change how we tax companies, and have a knock

on effect to all other elements in the cycle. If we reduce company

externalities, we should be able to knock off the others through tax revenue. Look at what Germany

and Sweden are doing.”

A snapshot – in their own words

ONE NEW ZEALANDER’S COMMITMENT

“NOT SHOPPING FOR THE SAKE OF IT. Repurposing over recycling. Turning old clothes into shopping bags. Buying good quality clothes & shoes, then mending. Vege garden. Buying Oakland's milk using recycled glass bottles. Buying locally -meat, veges, eggs, milk, bread - if we don't produce it. Regular car maintenance, not buying new vehicles until irretrievable breakdown (considering small electric car next). Having small 'nana' car for work trips. Only buying new appliances on irretrievable breakdown (buying energy & water efficient replacements). Giving charitable, recycled or re-purposed gifts, & making that part of the fun. Getting materials electronically not hardcopy. Using the library. Generating our own power & hot water using PV/solar. Growing own firewood and having it heat us three times (chopping, stacking, burning). Buying minus packaging. Recycling when can't avoid packaging. Using recycling centre first when need something for a project. Sharing resources with other neighbours. Being thoughtful.”


S O W H A T D O E S T H I S A L L M E A N ?

6

Sustainability is shifting from a peripheral to a central role in the

value equation for consumers

People want to make the right choices but are not always able to

follow through - especially when it comes to the economic and

practicalities of day to day life

1T A K E O U T


We need to help people make the change they want to see

Social sustainability issues are high on New Zealanders’

agenda but they remain stubbornly disconnected with the larger picture of

sustainability and climate change


An alignment of government, business and consumer-based efforts

to connect the dots is key to continuing to build momentum

2T A K E O U T

Like any effective marketing or behaviour

change initiative, targeting the right action to the right

audience is critical


Use insights from behavioural economics, motivational research, and demographic and behavioural

data analytics to drive outcomes

3T A K E O U T

Ban Ki-moon, United Nations Secretary-General 2007-2016


“Be a global citizen. Act with passion and compassion. Help us make this world safer and more sustainable today and for the generations that will follow us. That is our moral responsibility.”

F U T U R E S

B E T T E R

R E P O R T

2017

sustainable development goals · sustainable development goals wheres the centre of concern for new...

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