Almost two-thirds of Australians said they felt more positive toward a company if it took part in Earth Hour, while just under half said a firm’s participation would make them more likely to use their products or services, according to research out today.
Figures from AMR Interactive which carried out a survey on behalf of Earth Hour organisers WWF found that 47% of those questioned agreed and 15% strongly agreed that a company’s participation in Earth Hour would make them more positive toward it, while 33% of the 3393 questioned agreed and 10% strongly agreed that this would make them more likely to use its products and services. When asked if participation would make them more likely to recommend the company to family and friends, 32% agreed and 10% strongly agreed.
The online survey was started the moment Earth Hour started at 8pm on Saturday.
Figures comparing people’s attitudes in Sydney last year to this show that 60% felt positive toward a participating Earth Hour company, compared to 51% last year. 42% said they were more likely to use their products this year, compared to 33% in 2006, while 40% said they were more likely to recommend the company to family friends up from 32% last year.
“Earth Hour has moved from being an event that simply encourages people to turn their lights out. It clearly now has a tangible effect on how people view and organisation and its products,” Gary Wilkinson, managing director of AMR Interactive said.
“How a company operates within the environmental field is starting to be noticed by employees. However, there is still considerable scepticism that exists around the environmental claims made by businesses. Businesses will need to provide continuing evidence of their commitment to the environment and climate change issues.”
AMR Interactive surveyed 3393 Australian adults living in capital cities about their attitudes and participation rates for Earth Hour 2008. Results show that an average of 58% of Australian adults living in capital cities took part in this year’s event.
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