Study: Aussies Suffering Environmental Fatigue & 70% Say Green Products Are Too Expensive

Study: Aussies Suffering Environmental Fatigue & 70% Say Green Products Are Too Expensive
SHARE
THIS


What best describes you?

With a brand hitching itself to some good cause or another almost mandatory marketing these days, a new study has found that Australians are starting to face a bit of environmental fatigue. With Gen Zs particularly disinterested.

The study by research firm Roy Morgan found an apparent backlash against the green movement. The study was done in conjunction with National Recycling Week and, on that note, as a nation we to still be enthusiastic about sifting our garbage into the correct piles. The study found that 91.1 per cent of Australians (some 18 million) agreed with the statement, “I try to recycle everything I can”.

However, when it came to environmental issues, the study found that 63.2 per cent of Australians agreed “at heart I’m an environmentalist”. Although that figure was down from 68.8 per cent in 2001, while less than half of 14-17 year olds now consider themselves environmentalists.

Worryingly, some 30.5 per cent of male respondents and 21.9 per cent of females agreed that threats to the environment were exaggerated. That was up two and five per cent respectively from 2001.

When it came to shopping green or buying products deemed good for the planet, 67.2 per cent of women and 70 per cent of men agreed that “environmentally products are overpriced”.

Check out the full findings below:Screen Shot 2016-11-09 at 10.38.29 am

Commenting on the study, Roy Morgan’s CEO Michele Levine said: The fact that more than nine in 10 Australians try to recycle everything they can is excellent news from an environmental perspective.

“But despite Australians’ widespread adoption of a green approach to rubbish disposal, Roy Morgan data shows that this is not translating into increased environmental concern. The proportion of us who say we’re environmentalists at heart has declined since 2001, with the most striking drop (from 73.2% to 61.6%) occurring among 35-49 year-olds. What’s more, less than half of 14-17 year-olds now consider themselves environmentalists.

“Add to this the increasing number of Aussies who feel that threats to the environment are exaggerated and that environmentally friendly products are over-priced, and a curious cognitive dissonance sets in!

“These results suggest that environmental organisations may need to ramp up their efforts to understand the values and attitudes underpinning Australians’ views on these related but different issues. By delving into deep data contained in Roy Morgan’s Single Source, organisations can pin-point which segments of the population are more and less likely to care about which environmental issues: from their demographics, values, sources of information and attitudes ,to the advertising channels they pay most attention to. This would then allow for much more tailored communications strategies and campaigns, designed for maximum impact.”

Please login with linkedin to comment

Latest News

Four Questions About Connected TVs Everyone Is Asking – Answered
  • Opinion

Four Questions About Connected TVs Everyone Is Asking – Answered

In this guest post, the ANZ country manager for martceh firm dataxu, Matthew Joyce (pictured below), says almost half of Australians have a connected TV and he takes a look at what that means for brands and advertisers… Four in 10 of us have smart TVs at home, and of that, 70 per per cent are Connected TVs (CTV). […]

Opinion

by B&T Magazine

B&T Magazine
TV Production Firm Crocmedia Hires Nine’s Tim Cleary For New Venture
  • Media

TV Production Firm Crocmedia Hires Nine’s Tim Cleary For New Venture

Crocmedia has announced the launch of Rainmaker, a dedicated TV production services business to be headed by former Head of Programming and Production at Channel Nine, Tim Cleary. Cleary will draw on his 25 years in the industry to spearhead the creation of bespoke new shows for distribution both in Australia and overseas under the Rainmaker […]

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]