B E T T E R FUTURES R E P O R T 2 0 1 6

METHODOLOGY

A longitudinal study of 13,600 people & their attitudes & behaviour towards socially, environmentally & economically responsible brands 2009-2016

2016

N= 1000

people

Nationally representative

% of kiwis ‘very concerned’

TOP 10 CONCERNS

83% of New Zealanders worry about the future and whether we’re doing enough to keep New Zealand a safe and healthy place to live.

2015 71

Violence in society

69%,

+2 NC

Increasing cost of living

67

67%,

Protection of New Zealand children

66

NEW ENTRANT IN 2016

Lack of affordable housing

62

59%,

+3

Crime levels

62

56%,

+6

Not having access to good, affordable healthcare

61

58%,

+3

Pollution of lakes and seas

61

60%,

+1

Protection and management of conservation land and waters that are special to NZ

53

54%,

-1

Obesity and the impact on people’s health

53

48%,

+5

Inequalities between rich and poor

53

NEW ENTRANT IN 2016

DESPITE INCREASED ECONOMIC CONFIDENCE, NZ HOUSEHOLDS ARE UNDER INCREASING PRESSURE, WHICH IS REFLECTED IN THEIR CONCERNS. Colmar Brunton Better Futures Report 2016 edition

Base: All respondents (n= 1000). Source: Please indicate how concerned you are about these issues

Environmental concerns have continued to grow but in 2016, social issues are occupying NZers minds.

Base: All respondents, 2011 (n=3021), 2015 (n=1004), 2016 n= 1000. Source: Please indicate how concerned you are about these issues

FASTEST RISERS - SOCIAL

LACK OF AFFORDABLE HOUSING

FASTEST RISERS - ENVIRONMENTAL

22+

16+

VIOLENCE IN SOCIETY

14+

9+

PRIVATISATION OF SOME GOVERNMENT SERVICES

12+

6+

NOT HAVING ACCESS TO GOOD, AFFORDABLE HEALTHCARE

CRIME LEVELS

Colmar Brunton Better Futures Report 2016 edition

10+

5+

2+

8+

The impact of climate change on New Zealand

Unsustainable use of natural resources in New Zealand

Protection and management of conservation land and waters that are special to NZ

Pollution of lakes and seas

Protection and management of animals and plants that are native to New Zealand

From the United Nations’ ‘Transforming our world: the 2030 Agenda for Sustainable Development

In 2015, New Zealand joined with the world in committing to create a better future for our planet

Colmar Brunton Better Futures Report 2016 edition

“There can be no plan B, because there is no planet B.” Ban Ki-moon, United Nations Secretary General

Source: By Source (WP:NFCC#4), Fair use, https://en.wikipedia.org/w/index.php?curid=51715883

Between 60% and 80% of Kiwis rate each goal as being very important

69%

73%

77%

No Poverty

Zero Hunger

Good Health And Wellbeing

62%

69% Sustainable Cities And Communities

62% Industry And Innovation

Reduced Inequalities

Base n=505. Source: How important do you think it is that NZ has signed up to these goals?

76% Quality Education

66% Responsible Consumption And Production

64%

Gender Equality

79% Clean Water And Sanitation

74% Affordable And Clean Energy

64%

60%

66%

Climate Action

Life Below Water

Life On Land

69% Decent Work And Economic Growth

73% Peace, Justice And Strong Institutions

Percent of those who think each goal is very important, who say it is the most important goal for New Zealand to be achieving

The days of the Quarter Acre Pavlova Paradise are well over when NZers state that ‘No Poverty’ is the single most important goal for NZ to achieve.

19

South Island* 17%

Auckland 6%

15 Canterbury 12%

11

Canterbury 6%

9 7

Colmar Brunton Better Futures Report 2016 edition

7

6

6

5

4

4

3

2

1

Base: Those who said at least one goal was important (n= 446). Source: Which goal do you think is the most important for NZ to be achieving?

1

1

* Excluding Canterbury

New Zealanders can clearly articulate why these goals are so important for a sustainable future

TOP 6 MOST IMPORTANT GOALS TO KIWIS Which goal do you think is the most important for New Zealand to be achieving?

1.

NO POVERTY

GOOD HEALTH AND WELLBEING

“Because it greatly affects the future generations’ resilience and ability to move forward, and achieve the other goals we've signed up to.”

“If people were well and healthy there would be less hospital admission and illness. People would feel happier.”

3.

4.

QUALITY EDUCATION

SUSTAINABLE CITIES AND COMMUNITIES

“I think that a quality education allows a person to have more opportunities, have a wider, more empathetic outlook, and enables them to engage with the world.”

“Because when the larger issue is broken down into smaller portions then as a community you are more likely to get involved versus it being on a national scale and trying to get everyone involved.”

5.

5.

CLEAN WATER AND SANITATION

“Without clean water we're all in trouble - for drinking, irrigation, the environment. This also impacts on our tourism industry and the future well-being of our entire country.”

Colmar Brunton Better Futures Report 2016 edition

2.

ZERO HUNGER

“It saddens me that some children go to school hungry or only eat junk food as this creates bad lifetime habits and can seriously hinder a child's development leading to lifelong health issues.”

Base: Those who said at least one goal was important (n= 446). Source: Which goal do you think is the most important for NZ to be achieving?

There is a big gap between how we are performing towards these sustainable goals relative to how important we think they are, and our performance is average compared to where our aspirations might lie

TOP 6 MOST IMPORTANT GOALS TO KIWIS

No Poverty

Good Health & Wellbeing

Quality , and Education

Sustainable Cities and Communities

Clean Water & Sanitation

Zero Hunger

IMPORTANCE % WHO RATE 8-10

68%

77%

76%

69%

79%

73%

% WHO RATE BETTER THAN REST OF WORLD

27%

41%

41%

28%

48%

33%

10%

17%

19%

10%

24%

14%

PERFORMANCE % WHO RATE 8-10

Colmar Brunton Better Futures Report 2016 edition

Base: Those who said each goal was important (n= 299-383). Source:How important do you think it is that NZ has signed up to these goals? | How do you think New Zealand compares to the rest of the world in the different areas of sustainability? | Please rate how well you think New Zealand is performing on each of these goals.

THE TOP 6

Given our natural advantages and the way brand ‘NZ’ is portrayed to the rest of the world there is recognition that we are far from being leaders in sustainable practices.

NZ IS A WORLD LEADER IN THIS AREA

> Base: Those who think each goal is important (n=299-383) Source: How well do you think New Zealand is performing in the different areas of sustainability?

6%

Clean water and sanitation

3%

Quality education

1%

Good health and wellbeing

1%

Sustainable cities and communities

1%

No poverty

0%

Zero hunger

Percentage of those who think NZ is performing well at each goal who are aware of steps being taken towards achieving that goal

Awareness of any actions being taken towards achieving the goals is very low, even amongst those who think we are performing well on them.

Actions most people recall in achieving each goal

PERFORMANCE (%) 25

Responsible consumption and production Recycling

30

Peace, justice, and strong institutions Reviews of institutions and prisons

35

Zero hunger Food/ breakfast in schools

40

Life below water Marine reserves

Reduced inequalities

Life on land Environmental management and controls

45

Equal opportunities

50

Gender equality Equal pay for equal work/reducing pay gap

Decent work and economic growth

Industry and innovation

Political projects and policy

Support and investment in the tech sector

Sustainable cities and communities Improved waste disposal and recycling

No poverty Government benefits

55

Good health and wellbeing

60

Climate action Reducing emissions

Health education/ promotion campaigns

Quality education

Clean water and sanitation

Continual improvement of the school system, e.g. NCEA

Improvement of water systems

Base: Those who think NZ is performing well at achieving each goal (n=46-132) . Source: Have you heard of any steps being taken towards achieving [goal]? Base: Those who are aware of steps being taken towards achieving each goal (n=18-64) . Source: What steps are you aware of that are being taken towards achieving [goal]?

Affordable and clean energy Use of wind power

65

22% F E M A L E

Quality Education

WOMEN ARE LESS L I K E LY T H A N M E N T O S AY N Z I S P E R F O R M I N G WELL AT ACHIEVING G E N D E R E Q U A L I T Y.

WOMEN ALSO THINK WE NEED TO DO MO R E TOWAR DS

31% M A L E

Sustainable Cities and Communities

Base: All SDG respondents (n=500) . Source: How important do you think it is that NZ has signed up to these goals?, Please rate how well you think New Zealand is performing on each of these goals

Although many don’t know a lot about it, New Zealanders do care about sustainability

THREE IN TEN

EIGHT IN TEN

NINE IN TEN

Kiwis don’t feel well- informed about sustainability

Kiwis have never heard of the sustainable development goals

Kiwis don’t know NZ has signed up to the goals

BUT

Nine in ten kiwis want to have all the facts and NINE IN TEN information so they can make intelligent Kiwis want to have all the facts and information they can make intelligent decisions about the decisions aboutsoenvironment the environment and and sustainability sustainability

Those with low commitment to living a sustainable lifestyle are realising they have to make some changes.

2015

COMMITMENT TO LIVING A GREEN AND SUSTAINABLE LIFESTYLE

HIGH COMMITMENT MEDIUM COMMITMENT LOW COMMITMENT

24

59

17

+7 -7 25 65 10

HIGH COMMITMENT

MEDIUM COMMITMENT

2016

LOW COMMITMENT

Base: All respondents (n= 1000). Source: Where would you place yourself on our scale in terms of how committed you are to living a sustainable lifestyle?

DRIVEN BY:

Women

Cantabrians

Households with kids

High income households ($100k+ p.a.)

Gen Y and Gen X

More people are putting value in sustainable choices

2016

2016

I’m willing to pay a bit more to get

of Kiwis would stop buying a

the best organic, sustainable &

ethically produced products

company’s products if they

71%

83%

available

heard about them being irresponsible or unethical

2015

64%

Base: All respondents (n= 1000)

Colmar Brunton Better Futures Report 2016 edition

How much influence do issues of sustainability have on who you choose to buy or deal with?

Sustainability is increasingly influencing purchase behaviour across all categories

(% Whose buying is influenced by sustainability) 2009/10

2015/16

+12

+9

INSURANCE COMPANIES

COSMETICS AND PERSONAL CARE MANUFACTURERS

BANKS

+8

LOCAL AND REGIONAL GOVERNMENT

AIRLINES

+7 +8

FOOD AND BEVERAGE PRODUCERS

+8

+11

+13

+14

+8

FAST FOOD COMPANIES

OIL/PETROL COMPANIES

+2 +6

FOOD RETAILERS

TECHNOLOGY AND COMMUNICATIONS SUPPLIERS

Colmar Brunton Better Futures Report 2016 edition

HOME-CARE AND APPLIANCE MANUFACTURERS

ENERGY/POWER COMPANIES

+2

CAR MAKERS

Eco Store and Fairtrade are top of mind as leading sustainable brands.

Making sustainable

2011

2012

2013

2014

2015

2016

choices is difficult when seven in ten

6%

New Zealanders cannot name a leading

3%

sustainable brand

Which brands within NZ and around the world would you say are leaders in the area of sustainability? Base: All respondents (n= 1000). Source: And now thinking about all the brands you know of, both within New Zealand and around the world, which brands would you say are leaders in the area of sustainability?

2%

NZ’s most loved brand

However businesses are getting better at communicating their sustainability stories.

81%

agree

2015

6% IN THE PAST 12 MONTHS

DOWN

75%

agree

2016

Source: How much do you agree that the way businesses talk about their social and environmental commitments is confusing and hard to understand? Colmar Brunton Better Futures Report 2016 edition

Base: All respondents (n=1000)

Top 3 unprompted reasons why brands are seen as leaders in sustainability are centred around environmental and ethical practices

27% THEY CARE ABOUT THE ENVIRONMENT/ ENVIRONMENTALLY-FRIENDLY PRACTICES

23% COMMITTED/DEDICATED TO USE OF RENEWABLE RESOURCES

23% THEY USE FAIR TRADE

Base: Those who mentioned a leading sustainable brand (n=281). Source: What is it about who they are and what they do that makes them a leader?

Percentage who agree that each business is a leader in sustainability

When prompted, the top 3 NZ businesses Kiwis view as leaders in sustainability position themselves as being environmentallyfriendly, but other businesses are starting to be recognised for their good work

Base: All respondents (n= 151-152). Source: How much do you agree that each of the following businesses are leaders in sustainability?

BORN OF SUSTAINABILITY

BUILDING SUSTAINABILIT Y INTO THEIR BUSINESS

ecostore Earthwise The Body Shop Air New Zealand Z Energy Whittakers Sanitarium Trilogy Green Cabs Mercury Energy

31% 25% 18% 14% 13% 11% 11% 11% 10% 8%

A growing number of corporates are picking up on the importance of supporting social issues. It is clear that we are yet to adopt this into the language of “sustainability” the end goal needs to be part of the message.

The payback for organisations that have a clear sense of purpose and a positive influence on society (whether environmental or social) is evident in higher levels of trust which leads to a stronger reputation.

HAS A POSITIVE INFLUENCE ON SOCIETY

119

117

116

115

112

TRUST

125

111

110

115

112

+48pts

+11pts

+23pts

+10pts

+42pts

82%

50%

52%

24%

80%

ADVOCACY DIFFERENCE FROM CATEGORY AVERAGE

ADVOCACY

Source: Colmar Brunton Corporate Reputation Index 2016

xxx

Employers also have an important role to play in the sustainability story – for the majority of employees, having a genuine purpose is just as important as profit

72% say it’s important for them to work for a company that is socially and environmentally responsible

66% Base: All Employment Perspectives respondents (n=500). Source : Now, thinking your current place of employment, please indicate whether you agree or disagree with the following

of Kiwis would rather work for a company with strong values even if they are paid less

MY WORKPLACE …

There are significant reputational and loyalty rewards for those organisations who are perceived to have a positive impact on society.

Their employees are more likely to remain loyal, and to act as advocates of the company.

Has values I believe in

Agree (%)

Disagree (%)

Has a strong sense of purpose beyond financial success

Agree (%)

IS A WORKPLACE I WOULD RECOMMEND TO OTHERS

78

14

79

MAKES ME FEEL A STRONG SENSE OF LOYALTY TOWARDS IT

81

20

78

CARES MORE ABOUT THE IMPACT WE HAVE ON SOCIETY THAN MEETING FINANCIAL TARGETS

67

26

70

Disagree (%)

15

10

26

Actively supports society

Agree (%)

Disagree (%)

Makes ethical decisions

Agree (%)

Disagree (%)

78

20

77

19

75

22

80

15

78

31

70

19

SUSTAINABILITY AND THE PUBLIC SECTOR

Sustainability is a key component for the reputation of public sector organisations. The ability of organisations to make a positive difference, in terms of social responsibility, and for that to be visible to the public is a key factor in how we speak of them

HARD (SUCCESS)

SOFT (SIGNIFICANCE)

R E P U TAT I O N LEADERSHIP/ SUCCESS

FAIRNESS

SOCIAL RESPONSIBILITY

TRUST

NZ PUBLIC SECTOR

22%

24%

27%

27%

N Z P R I VAT E SECTOR

26%

21%

14%

39%

GLOBAL I M PA C T O N ADVOCACY

35%

32%

17%

16%

Percentage who mention each organisation when recalling organisations (unprompted) that are leading the way in any area of sustainability, globally or locally

The most commonly recalled sustainable organisation by New Zealanders is Greenpeace.

9%

Base: All SDG respondents (n=500). Source: What organisations, globally or locally, do you think are leading the way in any area of sustainability? By organisations, we mean government bodies or non-profit or voluntary groups?

G r e e n p e a c e ’s c o r e v a l u e s a r e b a s e d o n e n v i r o n m e n t a l s u s t a i n a b i l i t y .

4% 3%

2% 2%

GOVERNMENT/ GOVERNMENT DEPARTMENTS

1%

1%

CITY COUNCILS/COUNCILS/ DISTRICT COUNCILS

UNITED NATIONS ORGANISATIONS

1%

1%

Colmar Brunton Better Futures Report 2016 edition

FOUR IN TEN Kiwis cannot name a leading sustainable organisation.

TOP 10 Percentage who strongly agree that each organisation is a leader in an area of sustainability

There’s a disconnect between which sustainable goals New Zealanders consider important versus the organisations that have the strongest sustainable presence.

Base: All SDG respondents (n=500). Source: How much do you agree that each of the following organisations are leaders in any area of sustainability in New Zealand?

36 29 26

25

24 20

19 16

16

15

Department Of New Zealand New Zealand Energy New Zealand Maritime New Ministry For Ministry Of Ministry For Department Of Conservation Customs Police Efficiency And Fire Service Zealand The Social Primary Internal Affairs Service Conservation Environment Development Industries Authority

Nine in ten kiwis want to have all the facts and SIX OF THE TOP 10 information so they canKiwis make organisations view asintelligent leaders in an area sustainability are tasked with environmental decisions aboutofprotection, the environment and maintenance, or improvement. sustainability

But sustainability means more than just caring for the natural environment. The UN’s goals for sustainable development cover a broad spectrum of areas.

Many of the goals have an environmental focus, but those with a direct environmental focus are further down on the list of those most important to Kiwis.

1. No Poverty

2. Good Health And Wellbeing

3. Quality Education

4. Sustainable Cities And Communities

5. Clean Water And Sanitation

9. Peace, Justice And Strong Institutions

10. Affordable And Clean Energy

11. Reduced Inequalities

12. Responsible Consumption And Production

13. Industry And Innovation

6. Zero Hunger

14. Gender Equality

7. Climate Action

8. Decent Work And Economic Growth

15. Life Below Water

16. Life On Land

SO WHAT DOES THIS ALL MEAN?

“The standard you walk past is the standard you accept” Grainne Moss, CEO Designate Ministry for Vulnerable Children

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New Zealanders have little awareness of the SDGs but are clear that a sustainable future requires an urgent improvement on social

issues – particularly poverty. There is no shortage of desire to make a difference – people just need to know what to do.

Since Te Kāea broke the story, the marae has also received calls from people wanting to support, from as far as New York, the Waitomo Caves in the Waikato, and Te Pā Harakeke Kōhanga Reo, just across the road from the marae.

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NZ businesses are recognising the growing importance of communicating their impact on NZ communities – and those who are seen to be making a genuine positive contribution are rewarded with loyalty, advocacy and a workforce that believes in their purpose.

T

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K

E

O

U

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3

2016 has seen strong anti-establishment movements rock the UK and US. How public sector organisations deal with the challenges of globalisation and creating a fairer society

can help to ensure New Zealand doesn’t fracture in the same way.

Corporate citizenship is the commitment of business to contribute to sustainable economic development, working with employees, their families, the local community and society at large to improve their quality of life

KING REPORT ON CORPORATE GOVERNANCE 2002 KING II.