Nearly nine out of 10 consumers worldwide said they would switch
to energy providers that offer products and services that help reduce
the level of greenhouse gas emissions, according to a study on climate
change released today by Accenture (NYSE: ACN).
The study, based on a survey of more than 7,500 consumers in 17
countries in North America, Europe and Asia, found that 89 percent of
all consumers surveyed would switch to energy providers that offer
lower-carbon-emitting products and services.
While respondents across the world are concerned about climate
change and its impact, the concern appears to be greatest in
emerging-market countries. Ninety-seven percent of consumers surveyed
in Brazil, China and India said they are concerned about climate
change, compared with 85 percent of all respondents, and 98 percent of
respondents in those three emerging-market countries said they believe
that climate change will directly affect their lives, compared with
just 73 percent of respondents in Europe.
Respondents in emerging-market countries are also the most aware
of the level of effort required for their countries to achieve their
targets for reducing greenhouse gas emissions. For instance, more than
80 percent of emerging-market respondents said they avoid taking the
car (82 percent, compared with an average of 68 percent for all other
respondents) and avoid buying food imported by plane (82 percent,
compared with an average of 63 percent for all other respondents).
Nine out of 10 of all respondents said they would have a negative
perception of any energy provider that is not taking concrete action
to address climate change. Further, more than half (54 percent) said
they would be willing to switch electricity and gas providers if their
current provider didn't take action to address climate change, and 61
percent said the same of their oil providers.
In addition, nearly two-thirds (64 percent) of respondents said
they would be willing to pay a higher price -- a premium of 11
percent, on average -- for products and services that produce lower
greenhouse gas emissions.
"Accenture's research suggests that while the initial impact in
business terms may be most evident on energy providers, it seems
likely that this impact will increasingly spread to other resources
companies either directly or as the impacts trickle through the supply
chain from consumer-facing businesses," said Sander van 't Noordende,
group chief executive of Accenture's Resources operating group. "From
oil and gas companies to retailers to financial services companies to
governments, no provider of products or services will be immune from
consumers' scrutiny and action."
The study found that individuals are taking the lead on climate
change in response to deep concern over its effects on their everyday
lives. The vast majority (85 percent) of respondents said they are
either 'extremely' or 'somewhat' concerned about climate change, and
81 percent said they believe it will directly affect their lives.
While the majority (more than 80 percent) of consumers said they
believe that climate change will have the greatest impact on weather
and the ecosystem, three out of four (74 percent) said they believe it
will also have a significant effect on people's health.
"This seismic and rapid shift in the global consumer landscape
presents major opportunities for companies who take the lead in
addressing consumers' climate change concerns and values, giving them
a competitive advantage and differentiation in the eyes of consumers,"
said van 't Noordende.
The study also shows that consumers are already acting on their
concerns about climate change. Most survey respondents said they
'frequently' recycle paper or plastic (71 percent of respondents),
shut down electric devices when not in use (62 percent), turn down the
heating or air-conditioning at home (61 percent), and use
high-efficiency light bulbs (59 percent). More than one in three (41
percent) said they regularly buy products containing recycled
material.
Methodology
Accenture's Climate Change study is based on an online survey
conducted with 7,526 consumers in 17 countries around the world to
elicit opinions on climate change. Consumers were interviewed in North
America (1,511 interviewees), Europe (3,512 interviewees), Japan and
Australia (1,001 interviewees), as well as in the emerging-market
countries of Brazil, China and India (1,502 interviewees). The sample
was representative of the general population in the different
countries except in the emerging-market countries, where a sample
representative of each country's urban population was interviewed.
About Accenture
Accenture is a global management consulting, technology services
and outsourcing company. Committed to delivering innovation, Accenture
collaborates with its clients to help them become high-performance
businesses and governments. With deep industry and business process
expertise, broad global resources and a proven track record, Accenture
can mobilize the right people, skills and technologies to help clients
improve their performance. With approximately 170,000 people in 49
countries, the company generated net revenues of US$19.70 billion for
the fiscal year ended Aug. 31, 2007. Its home page is
www.accenture.com.
