A pair of recent surveys suggest that as Americans get smarter on energy and environmental issues, they’re less willing to take action.
That’s what I’ve gleaned from separate surveys from the polling firm GfK Roper and the nonprofit ecoAmerica. Both are updates of surveys done previously, so they offer good indications of trends. Those trends show that Americans’ knowledge of environmental issues is rising, but their sense of how much they are willing to do — and how much of a difference their actions might make — is decreasing.
The good news, says GfK, whose latest survey (download - PDF) looks back at 20 years’ worth of data, is that “Americans are in a much better place in terms of levels of environmental knowledge. Seventy-three percent of Americans say they know a lot or fair amount about environmental issues and problems – up 20 percentage points since 1995. In addition, fewer people now agree with the statement, ‘I am very confused about what's good and what's bad for the environment’ (18% in 2011, down 21 percentage points since 1990).”
The bad news: Increased environmental knowledge may have contributed to a reduced sense that individual action holds the solution to environmental problems. GfK found that Americans’ sense of urgency has dropped significantly. In 2007, 46 percent said their environmental concern was “very serious and should be a priority for everyone.” Today, that number has dropped to 33 percent. Meanwhile, those saying that their environmental concern is “somewhat serious, but there are other more important issues we need to address” rose from 41 percent in 2007 to 48 percent in 2011.
Moreover, a majority of Americans say they are comfortable with a tradeoff between environmental protection and economic development: 52 percent agree that “some pollution is inevitable if we are going to continue to make improvements in our standard of living.” Clearly, given our economic doldrums, with tightened budgets, high unemployment, and no clear path to salvation, environmental concerns are ranking low on the list.
Simply put, “saving the earth” has taken a back seat to “saving the day.”
GfK found that Americans seem to be motivated by carrots and sticks:
For the population as a whole, Americans say that both financial incentives (49% say this is a major influence) and penalties (49%) have a greater influence on their green behavior than pressure from family, friends and government – with celebrities having the least reported impact on green behavior.
Sorry, Ed Begley, Jr.
Their own economic concerns and environmental ambivalence notwithstanding, Americans aren’t about to give a free pass to business. They still want companies to do the right thing, and there is increasing evidence that will they give credit to companies that do so. When GsK asked to rank seven groups on who should take the lead in addressing environmental problems and issues, Americans ranked the “federal government” first, followed by “individual Americans” and “business and Industry,” all of which ranked higher than “state governments,” “environmental groups,” “scientist/inventors,” and “local governments.” Says GsK:
Not only do Americans want businesses to assume responsibility for protecting the environment, but they also see going green as good business. About three in four (74 percent) agree “A manufacturer that reduces the environmental impact of its production process and products is making a smart business decision."
Great article, as
Great article, as always.
Just a note from personal experience in the space. In focus groups and surveys, people will ALWAYS say that financial incentives and penalties are most likely to motivate them.
But behavioral science tends to show that the REALITY is that humans ARE most swayed by "social norms" and expectations created by the society and their peers. But of course, they would never admit to it. We're all way too cool to fall for peer pressure :-)
IMO, both have a very valid role and have to work together.
Ironcially, the effects of
Ironcially, the effects of some toxic chemicals are feminizing when the chemicals mimic the female hormone estrogen in the body. In addition, human male semen volume is said to be declining of an average of 1% year, while many species of animals from humans to crocodiles are experiencing more frequent incidents of extremely small penises. No joke.
The survey also reports, once again, that people are most concerned with their personal health, and this remains to be fully tapped in sustainable business strategy. Business focued on customers and employees would be more likely to focus on health.
The perception by Americans
The perception by Americans that Industry is doing a good job on becoming green -or "sustainable"- is a product of Big Business's agressively marketing these mostly tiny green efforts(as a percentage of their business practices).
Americans might fair better with the reality of this situation if they are both: willing to pause for critical thought, and learn to become critically media literate (education best acquired at an early age). Susbsequently they will be enabled to weed through the information that is glamorously spoon-fed to them through all manners of media.
Opposite to what has been mentioned, I believe we are not individualists (just stubborn) and rather easily, way too easily, sucked in by clever [expensive] TV ads. For example, BP's ad to sell tourism in the southeast in the region of their oil spill. If anyone stops to think, do they really believe all that oil has not effected the environment, and it is as it was?
But we, the average American, don't think too deeply. It's just too easy to be romanced by Big Industry's ad media. As a nation, we choose to be lulled into optimism.
Fascinating look at behavior,
Fascinating look at behavior, Joel! Your conclusions are interesting because they contradict a lot of what green marketers believe about American consumers. For example, a recent European research study examined the attitudes of American sustainability marketers and concluded that we need to focus even more on educating consumers about the attributes and benefits of green products in order to convert mainstreamers. However, individualism is hard-wired into our culture and supersedes our willingness to change habits. Even as our ecological intelligence is increasing, information and education do not necessarily translate into empowerment. In my observation, the most significant point of distinction between the green-minded citizen/consumer and everyone else is an intrinsic motivation to protect the environment. To capture everyone else, we're going to need more external motivators such as incentives, as you point out. Even energy efficiency - an abundant, commercially-viable,cost-savings,"hard hat" solution - is still a tough sell without incentives or penalties. Walmart's sustainability supplier assessment has been very effective in getting companies to "care" about making these changes.