Global Warming Tipping Points

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Defining Sustainability

• Sustainability is multifaceted
• How authentic is your company and brand?
• How far can your brand stretch?

Economic
Environment
Sustainability
Social
Sustainability meeting needs of present without
compromising ability of future generations to
meet their needs. Brundtland
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My Journey in Sustainability
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I get excited when I see
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But and these are biggies
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2007 Canada wide survey

• 3,698 respondents (English and French)
• Early March 2007
• Over 100 questions probing
• Attitudes and awareness
• Current behaviour
• Future behaviour
• Knowledge of climate change
• Policy Options
• Rating of specific companies
• Balanced online sample
• Watch for ROUND 2 April 2008

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A behavioural segmentation
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Activists 18

• High current and future behaviour
• Highest scores on policy index
• Most likely to evangelize
• Most hopeful
• Highest personal altruism
• Highest connection to nature
• Will call you out if youre not authentic
• They are vocal leaders

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Believers 22

• Theyve drunk the Koolaid
• But dont know specific details
• Need more education and direction
• Cool!! A Bamboo T shirt!!

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Converts 22

• Score low on current behaviour
• Huge potential to shift future behaviour
• Highest level of guilt
• Want to make a difference

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Agnostics 16

• Highest education
• Highest knowledge
• Low current and future behaviour
• Highest income
• Most air travel
• 71 male
• Feel global warming hopeless to reverse
• Lifestyle is barrier to big changes
• Looking for authenticity

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Summary

• Consumers want to make right choices, make
  difference
• Looking for easy and simple changes
• Understand big lifestyle changes are big barriers
• Not everyone does their homework activists do
  for rest
• Guilt shouldnt be message people feel worse
• Authenticity critical to trust capital

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Contact Information

• For more information please contact
• Ellie Sykes CMRPVice President, Qualitative
  and Online CommunitiesAngus Reid StrategiesP  
  604.647.3596C   778.988.3553E 
   ellie.sykes_at_angus-reid.comW  www.angusreidstrate
  gies.com