Date: December 17, 2007
Source: News Room
Tiller's Nationwide "Green" Survey
Americans Resolving to Go Green in 2008
From Shedding Carbs to Shedding Carbon? Half of Us Plan to Make a "Green" or Environmentally Responsible New Year's Resolution
75% Say They Are Very or Somewhat Likely to Reduce Energy Consumption in '08; 74% Say They Are Likely to Recycle More
Survey Shows Younger Americans More Focused on the Environment than Older Americans
Green with Guilt? Three in 10 Americans Admit to Feeling Guilty about Not Living a More Environmentally Friendly Lifestyle
Americans may be dreaming of a white Christmas, but they're determined to lead a "green" New Year.
Just under half - 49% - of all American adults say they will make a green New Year's resolution this year, according to the results of a poll released here today by Tiller, LLC, one of the nation's leading consultancies on the design and implementation of advocacy marketing programs.
The telephone survey of 1,004 adults was conducted between December 7 and December 9, 2007 by the national polling firm of GfK Roper. All respondents were at least 18 years of age. The margin of error for the 1,004 interviews is +/-3.0%.
"When it comes to life choices, green is clearly a primary color. Americans are viewing the environmental impact of their actions with increased responsibility and deliberation," said Rob Densen, Founder and CEO of Tiller, LLC. "New Year's resolutions being what they are, let's hope that Americans are more successful at reducing waste and energy consumption than we are at reducing our waistlines."
Watching Our Waste in 2008
Given a list of environmentally responsible lifestyle changes, reducing household energy usage was cited as the most likely to be undertaken in 2008, cited by 75% of respondents. It was followed by recycling more (74%) and reducing the use of harmful household chemicals (66%). Carrying fabric bags to the supermarket (42%) and reducing one's "carbon footprint" (43%) were the least frequently cited.
The survey found that, in general, the more involved or personally demanding an environmental responsibility, the lower the response.
"Our desire for easy solutions relates to something we found in a survey we conducted on 'good works' at this time last year," said Tiller principal Traci Ayer. "Nine in 10 Americans say it's important to take actions in their personal lives (recycling, giving blood, conserving energy, etc.) to address social issues, but not nearly as many are actually doing so. We want to help, but between family and work, we're stretched thin. The easier we can make it for individuals to act on their good intentions, the better. There's a lesson in that for businesses looking to leverage the growing green sensibility."
Densen said that when it comes to good works, the environment is a good place to start. "You may not have the time to coach Little League, mentor a young person, or volunteer at a soup kitchen, but everyone has the time to flip off a light switch or deposit a bottle in a recycling bin. The cumulative effects of millions of individual actions can be transformational."
Young People More Focused on the Environment
The survey found that younger respondents were generally more focused on the environment than older Americans.
Fifty-eight percent of Americans 18 to 24 said they would make a green New Year's resolution for 2008. That compares with 50% of Americans 50 to 64 and 40% of Americans 65+.
"There are, of course, shades of green. Younger respondents tend to be more environmentally focused than older ones," Densen said. "We think that may be because they've grown up with heightened awareness of the environment and greater public discourse. Obviously, young people have a large stake in issues like climate change and sustainability of resources."
Green with Guilt?
Of those surveyed, 31% admitted to feeling guilty in recent years about not living a more environmentally friendly lifestyle. Women (36%) are more likely than men (26%) to feel "green guilt."
"Americans are leading 'greener' lifestyles, and those who aren't feel badly about it," Densen said. "Guilt is not going to save the environment, but at least it's a step in the right direction."
About Tiller, LLC
New York City-based Tiller, LLC is one of the nation's leading consultancies in the creation and implementation of advocacy marketing programs for major U.S. corporations. For a checklist of ten things you can do now to help the environment, please go to the Tiller website: www.tillerllc.com.
GfK Roper Public Affairs & Media is a division of GfK Custom Research North America. The division specializes in customized public opinion polling, issues management and corporate reputation measurement - in the US and globally.
For more information, visit: www.tillerllc.com.
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