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Better business for a better world

Some people say that Kiwis aren’t interested in sustainability issues. They’re wrong.
Jacqueline Ireland

Research

If people say that Kiwis aren’t interested in sustainability issues, they’re wrong. In fact only 14 percent of us don’t give a hoot—the rest of us are actually quite concerned. Colmar Brunton’s 2009 Better Business, Better World Survey of 2,500 New Zealanders showed that:

  • 49 percent of Kiwis say they will spend more on ‘ethical/environmental’ products in the next year; this is higher than it is in France, Germany and the USA.
  • Sustainability issues consistently appear in the top ten ‘big issues’ —particularly when we discuss our ‘clean green’ water and waterways.

But we have a problem. Only 14 percent say they feel they know enough about sustainability to make informed choices.This suggests there’s a real information gap. Who is filling the information gap for us at the moment? Greenpeace? The media? Bloggers? Will you leave it to others to answer this question about your business and your products? And what products and services are the right ones for this market?

49 percent of Kiwis say they will spend more on ‘ethical/environmental’ products in the next year; this is higher than it is in France, Germany and the USA

Enter the 2010 Colmar Brunton sustainability survey, Better Business, Better World (B3W). B3W is a study designed to get into the mindset of ordinary Kiwis about sustainability issues. This survey comprehensively measures New Zealanders’ attitudes to brands, actions and issues related to sustainability. It’s a three-year programme to measure what is changing and why, so that we can keep an eye on trends and attitudes longitudinally—and for our study partners, so we can measure the impact of their work in this space.

Why not join us? By becoming a partner you’ll get a breakthrough advantage over your competitors, with a customised section within the survey based on your requirements, your industry and your market opportunities. Alternatively we can provide you with a general report or a personal insight presentation to your team, for a surprisingly low investment. The survey is in field in June, with results hot off the press in July—call us now to discuss how you’d like to be involved.

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