News Bit: Want Young Customers in China? Cut Your Emissions.
By Jessica Shankleman, Greenbiz.com, April 3, 2012
“Businesses have been urged to accelerate their environmental footprinting strategies to include emerging economies, after new research by The Carbon Trust revealed young people in China could hold the key to unlocking mass demand for greener products.
The survey of 2,500 young people across six countries carried out the TNS found 83 percent of 18- to 25-year-olds in China would be more loyal to a brnd if they could see it was reducing its carbon footprint. In contrast, just 57 percent of U.S. respondents and 55 percent of young people in the U.K. made the same claim.
Globally, 78 percent of young people said they want their favorite brands to reduce their carbon footpring, but again those in China showed the highest demand for emission reductions with 88 percent calling on firms to cut their footprint.
South Africa came in second place with 86 percent of respondents calling on blue chips to reduce their impact, followed by Brazil at 84 percent. Again the U.S. and U.K. lagged far behind, with only two thirds of respondents demanding more action from big brands.
The analysis was launched just days after The Carbon Trust unveiled the first four Asian companies to receive the Carbon Trust Standard, its independent label awarded to companies that reduce their organizational carbon footprints year-on-year.
Tom Delay, chief executive of The Carbon Trust, said the survey results were “startling” in that they revealed how Chinese consuemrs could lead the global demand for greener goods.
‘Sixty percent of young adults questioned in China would stop buying a product if its manufacturer refused to commit to measuring and reducing its carbon footprint, compared to just 35 percent of those in the U.S.,’ he said. ‘Perhaps it is the Chinese, no the U.S. consumer, that really holds the key to unlocking the mass demand for new low carbon products necessary to deliver an environmentally sustainable economy,’”
Read the entire article HERE.
Would you buy from a product from a company that could document that product’s carbon footprint? And would you be loyal to that company because it makes the effort to be transparent on the environmental impact of the product?