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.
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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.