Public 'don't believe information on climate change'

20/06/2007 | Bron: Consumers International

Only 10% of US/UK consumers trust what companies and government tell them about global warming

Corporate and government efforts to inform consumers on climate change are falling on deaf ears, with barely one in ten people believing what they say on the issue.

Findings to be published on June 22nd in the report What Assures Consumers on Climate Change?, a joint international study by AccountAbility and Consumers International, shows that three-quarters of US/UK consumers still feel unable to act on climate change.

This is due to a lack of understanding about what individuals can do (29.8%), concerns over the financial cost of acting (39.7%), a perceived lack of availability of green goods (25.5%), and a mistrust of corporate claims about energy efficient products and services (25%).

Consumers also have little faith in religious figures, celebrities or the media to provide trustworthy information on climate change. They would rather seek advice from friends and family, environmental groups and scientists.

The study concludes that, if the potential for positive consumer action is to be unlocked, then consumers have to believe the information they are told. This means an intelligent mix of actions is required, with business and government working together with civil society organisations. Immediate actions should include:
* pricing alternative products in a fair and affordable manner (39.7% of consumers support better prices for energy efficient products);
* product labels and indicators about climate change must be clear, comprehensive and independently verified (70% of consumers want third party verification of climate change claims);
* removing unhelpful choices from the shelves in the first place (51.5% of
consumers back government action here);
* whilst at the same time, informing purchase decisions from remaining choices via education and awareness in-store (60.4% of consumers are demanding more clarification about company products at the point of sale).

Richard Lloyd, Consumers International Director General, says: "After government and industry, consumers are the third front in the fight against climate change. But to have any chance of making a difference, they must be fully supported by corporations and politicians. This means clear guidance on what the public can do, the removal of the most environmentally damaging products, and third party verification of corporate claims on global warming. Only then will consumers be able to turn their climate concerns into effective purchasing choices".

Philip Monaghan, a Director at AccountAbility says: "What consumers are crying out for is leadership. More serious policy action and less photo shoots with Leonardo DiCaprio is key to building consumer trust and action. For the majority of consumers to make impactful positive choices, we need others to quickly follow the lead of the Gores and Milibands, or Timberlands and Marks & Spencers of this world."

The study does however highlight examples of emerging leadership. So in terms of choice reduction, the UK government and the Co-operative Group have shown initiativein choice editing, for instance, by shifting to energy efficient light bulbs. Or interms of consumer education and awareness, Marks & Spencers' has launched its ambitious Plan A campaign.