New research from the Carbon Trust examines how young adults'
attitudes towards climate change and carbon footprinting influence
their purchasing decisions and brand loyalty. The survey of
consumers aged 18-25 in China, Korea, South Africa, Brazil, the USA
and the UK reveals a divide between attitudes to carbon reduction
in the East and West.
83% of young people questioned in China say they would be more
loyal to a brand if they could see it was reducing its carbon
footprint, compared to 73% in Korea, 55% in the UK and 57% in the
USA.
60% of Chinese young adults who participated in the research say
they would stop buying a product if its manufacturer refused to
commit to measuring and reducing its carbon footprint, followed by
57% in Brazil, 53% in Korea and 35% and 36% in the US and UK
respectively.
Tom Delay, Chief Executive of the Carbon Trust, comments:
These new findings are startling. 60% 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% of those in the U.S. Perhaps it is the
Chinese, and not the U.S. consumer, that really holds the key to
unlocking the mass demand for the new low carbon products necessary
to deliver an environmentally sustainable economy. If global brands
don't build international carbon reduction strategies even faster,
they risk missing out on the spending power of emerging
economies.
Read the full press
release: Climate concern rises in the East
Infographic - How do today's young consumers perceive carbon
footprinting? (PDF)
Survey results - Global survey of young adults' perceptions of
carbon and climate change (PDF)