ResearchThe Hard Truth about Sustainability Working in partnership with the GLOBE Foundation in 2006, Hoggan engaged three research partners to identify what the term sustainability means to Canadians and how it could be communicated. This was the most comprehensive research* initiative on sustainability ever conducted in Canada. The research told us many things -- and in great depth. But the findings that came through loud and clear were that:
There is a significant communications challenge inherent in this scenario. Breaking through the mistrust and tapping into Canadians’ feelings about sustainability is key to developing effective communications. (*In 2008, we’re conducting this research again in Canada and intend to expand it into the U.S. If you have questions or an interest in sponsoring, please contact Nancy McHarg, Vice President, Strategic Counsel, at nmcharg@hoggan.com.) The findings included… Only 16 per cent of Canadians surveyed felt they were “very familiar” with the concept of sustainability while 36 per cent were “not very familiar, not familiar at all or just didn’t know.” The good news is that 93 per cent of those surveyed agreed that the “overuse of the world’s natural resources is a threat to the health and welfare of future generations.” So while Canadians are confused about the word “sustainability,” they quickly grasp—and more importantly—value the concept when it is explained. Unfortunately, their value of the concept is not enough because significant barriers stand in the way of individuals taking action including mindset barriers:
Therefore, the opportunity—in our minds—is a real opportunity for those who can communicate effectively on sustainability. But to be successful, people must have credibility and build trust. They must be seen to have the public’s interest at heart. How Americans Differ from Canadians In 2005, Duke University’s Nicholas Institute for Environmental Policy Solutions research of Americans found that even self-identified environmentalists prioritize other issues – gay marriage, abortion, and illegal immigration – ahead of the environment. A June 2006 survey conducted by the Pew Research Center for the People and the Press asked Americans what issues they considered very important. Environment was 12th (51 per cent) and Global Warming (43 per cent) was 16th out of 16 named issues. The Economy came in at 79 per cent while Jobs came in at 68 per cent. What Canadians think about Sustainability - the word, the concept, the values? News Release Canadians care strongly about saving the planet but wrongly believe that many of their fellow citizens don't, according to survey findings to be released today. What do Canadians Think about Sustainability? |