Date published: 01.09.08 - not release date

THE ROAD TO CHRISTMAS IS PAVED WITH GREEN INTENTIONS: Research reveals that barriers to environmentally responsible behaviour at Christmas come from within as well as without

WINDSOR ~ 5th December 2006 : In the 1st of a series of consumer snapshot studies “Leapfrog Points of View”, Leapfrog Research and Planning has revealed the results of its study into the green intentions of the UK consumer in the run up to the party season.
Over 500 consumers from around the country represented their households in a study of green habits, intentions, and likely real action in the run-up to the Christmas season. As consumers head towards a time of year which is traditionally associated with partying, giving and excess, researchers wished to know whether people thought they would be able to sustain good habits, or whether good intentions would fall by the wayside.

The findings reveal that the British consumer is certainly motivated to help the environment during the rest of the year, with nearly nine out of ten recycling household waste and switching off lights to avoid wastage, three-quarters always buying energy saving lightbulbs and more than eight out of ten re-using carrier bags. More than four in ten try to avoid buying over packaged goods, with nearly half trying to buy local produce rather than imports.

Leapfrog Director Chrissie Wells comments “Even though some people may over-claim the extent to which they behave responsibly, this study clearly shows that people feel an obligation to help the environment and know what they should be doing. In preparing the survey we certainly found no lack of information for consumers about how to apply those good habits at Christmas-time – but those messages aren’t necessarily being acted upon. When it comes to real confidence that the consumer will be able to avoid wasteful behaviour during the Christmas season, a very different picture emerges - and one which gives clues to some things that retailers and councils might do to help.”

The consumer’s understanding of the need to continue this during the festive season is clearly there, because respondents showed themselves to be very well aware of things that they could and should do to help the environment at Christmas time. The top actions identified were to avoid leaving TVs and other appliances on standby (79% felt they should do this), recycling of Christmas cards (78%), buying local food (51%) and turning down the heating in favour of warmer clothes (43%).
However, there seems little intention to avoid certain areas of wastage associated with Christmas such as gift-giving and decorations. Only 15% thought they would use natural decorations or buy ethical or eco-friendly gifts – and even fewer would make rather than buy their decorations or Christmas wrappings, or choose ‘experience’ gifts rather than physical presents.
The study revealed that the public expect to abandon some green intentions for a variety of reasons. Many of these come from areas outside their control, such as

•Over half the respondents (55%) believe that eco-friendly giving is more expensive than traditional giving – over 30% also considered that eco-friendly gifts were simply not very nice and even more (37%) that they aren't easy enough to find

•Over half claim that it is tough to find gifts that aren’t already over-packaged

•Over half say that recycling boxes are simply not large enough to cope with Christmas recycling

•More than four in ten think that Councils do not make it easy enough to dispose of Christmas trees
Does the British consumer really want a greener Christmas? An interesting aspect of the survey reveals that intentions may conflict with our deeper needs more at this time of year than at any other, and that the desire to ‘let go’ during the festive season leads to something of a release from our environmental obligations.

•Over 70% say that they try to minimize food waste normally – yet almost 75% consider it important or essential to have more food and drink on hand at Christmas than they really need

•Over 65% say that they keep an eye on heating bills to help the environment normally – but a whopping 98% admit that keeping their home really warm and cosy at Christmas is important

•Our respondents seem diligent about energy saving under normal circumstances – such as switching off unneeded appliances instead of leaving them on standby (77%) or turning off lights when not in use (87%) – but a huge 62% admit that having an attractive display of lights is a real factor at Christmas


About the study:

The study was conducted online with 506 respondents representing households distributed across the UK. The sample was broadly representative of the population by age, region and household income, but with a bias towards females (64%) over males (36%) given their greater role in shopping for the household.

About Leapfrog Research and Planning

Leapfrog Research and Planning is an international consumer research and planning consultancy based in Windsor. It provides a full range of qualitative and quantitative research services, and has particular expertise in solving complex strategic brand and business problems. The company always aims to provide its clients with unusual insight and truly actionable results based on constant immersion in contemporary consumer culture. “Leapfrog Points of View” is a regular commentary on topical issues.
Leapfrog Research and Planning has been operating since 1994, with a client base that includes major UK and global brands including retail chains, food manufacturers, pharmaceutical companies, financial brands and media groups. It was acquired in 2005 by Cello Group plc. Cello was founded in May 2004, and listed on AIM in November 2004. The Group provides leading-edge client solutions in market research, brand development, direct marketing and database management.

Further information can be found at www.leapfrogresearch.co.uk and www.cellogroup.co.uk

Media contacts:

Claire Cranton
Tel: 01753 498537
Email: claire@potionpr.com

Mark Entwistle
Tel: 01753 498536
Email: mark@potionpr.com