New research from Nine and market research company Crowd.DNA shows that a diminishing confidence in government policy to act on climate change is seeing Australians wanting big businesses and brands to provide bold plans for a sustainable future.
The research, released today at Nine’s State of the Nation Sustainability virtual event, showed that despite everyday Australians making changes to live more sustainably, the majority feel that as a country, we are not doing enough, and brands need to lead the way.
Such is the desire for wanting to collectively start progress that an overwhelming 74% of Australians say the benefits of taking further action on climate change will outweigh the costs. But the findings also uncovered that 38% of Australians can’t name a brand or company that is actively pursuing sustainable practice.
“This research clearly shows Australians are desperate for leadership in sustainability and climate change,” said Toby Boon, Nine’s director of strategy and insights. “People feel there is a leadership void in this space, and there is an opportunity for brands to embrace this sentiment, providing they adhere to some golden rules – they need to express honesty, transparency, accountability & integrity.
“Australians want brands to collaborate, not compete. This is much bigger than words and slogans. Consumers want long term solutions to enact positive change to make the world a better place for them and their family. And whilst they don’t expect wholesale change overnight, they do want businesses to communicate where they are on the journey. They want progress, not perfection.”
Over 90% think more positively of a company with a plan
Australians are united in wanting action on climate change and sustainability, with almost all saying they would think more positively of a company if they have a clear sustainability plan or business model, including 91% of Boomers, 90% of Gen X and Gen Z, and 93% of millennials.
First reported by: Mumbrella