Aims and Objectives
The research began in July 2007, and it is anticipated that all elements of the research will be complete in October 2008. The research programme addresses the following key questions:
- What do consumers expect brands and businesses to do about climate change – what do they want them to do? And what do they think is practical for them to do?
- What are key drivers that influence and change consumer behaviour?
- Who is responsible for solving and highlighting how consumers can help mitigate climate change? How can brands work better with consumers, each other and in partnership with NGOs to make a difference – irrespective of whether governments introduce draconian legislation in the future?
- What elements of a brand’s offer matters most in determining consumers’ assessment of their environmental credentials? Is it production processes, materials used, distribution issues and packaging? How much do company wide programmes such as CSR, carbon offsetting and employee schemes influence consumer opinion?
- How should brands communicate the issues and their solutions to consumers? What will engender trust and confidence and what will be seen as insincere? What kinds of labelling and product information will be most effective in helping customers assess the impact of their consumer choices? How can the conflicting schemes seen in the food arena be avoided?
- Do consumers understand the language that is used in the climate change debate and how they can best be educated?
