Sustainability findings surprise
A new breed of socially and environmentally conscious consumers is pushing businesses to raise their sustainability game, a Colmar Brunton survey concludes.
The Sustainable Business Council’s executive director, Abbie Reynolds, said a surprising result from the survey was that low-income earners were driving the change in behaviour.
‘‘It’s often been assumed that conscious consumerism is driven by the middle class, but when we see lowerincome households taking this direction it tells you these issues are of concern to all New Zealanders,’’ she said.
Colmar Brunton spokeswoman Sarah Bolger said New Zealanders had raised their expectations of business and government to address social and environmental issues.
‘‘Business has a key role to play and Kiwi consumers are also taking matters into their own hands, increasing their sustainable behaviours to try and make a difference,’’ Bolger said.
In 2017 the Colmar Brunton Better Futures study surveyed 1000 people to gauge how awareness of sustainability had grown over the past decade.
Nearly a third of those surveyed considered themselves as being highly committed to a sustainable lifestyle, up 5 per cent since 2014.
Almost all of those surveyed said they recycled, used energy efficient appliances and light bulbs and bought goods that were locally produced.
Since 2009, plastic in the environment had become one of the major concerns among New Zealanders.
But Bolger said the issue of plastic build-up had been highlighted by the Government and business and this had forced a conversation about reducing reliance on single-use plastic bags.
‘‘When it comes to social and environmental issues such as protecting Kiwi kids and the increasing cost of living, people are looking to the Government for leadership to address them,’’ Bolger said.
Reynolds said living sustainably had evolved over the past couple of years.
‘‘Living sustainably now goes hand in hand with living more economically through initiatives like growing your own vegetables, recycling plastics and reusing things like water bottles.’’
The survey found 70 per cent of respondents could not name a brand they considered to be a leader in sustainability. This was an opportunity for businesses to connect with consumers and deliver on this, Reynolds said.
‘‘It’s increasingly going to be the company or brand’s job to help them understand how they can make more sustainable choices.’’