2010 Green Gap Index
Released May 31, 2010
Introduction
CANADIAN GREEN GAP INDEX
 The main objective of this study is to understand the “gap” between
Canadians’ environmental actions and their perceptions of being
environmentally conscious.
 The following environmental behaviours were examined:
1. Fuel conservation and lowering of emissions;
2. Energy conservation in the home;
3. Environmental consciousness when it comes to purchasing consumer
goods;
4. Recycling;
5. Reusing of materials to reduce waste; and
6. Food and household goods
CANADIAN GREEN GAP INDEX
 In addition, this year’s study has examined consumers’ perceptions of
Green Leaders in a number of retailer categories:
 Car manufacturers or dealers
 Grocery stores
 Clothing stores
 Coffee shops
 Fast food restaurants
 Consumer electronics
 Hotels
 Home improvement stores
Action vs. Perception
OVERALL INSIGHTS
 Older Canadians, namely those over 55, consistently demonstrate
actions that are more environmentally conscious. Though these actions
represent a smaller gap from their perceptions, a gap still remains
 Surprisingly, the younger Canadian demographic, those under 35, are
taking slightly less action, but admit it – giving them the smallest Green
Gap. This is partly due to their demographic life cycle and therefore
fewer are responsible for home energy bills and fuel consumption
decisions in the household.
 Canadians as a whole are indicating that they ‘believe’ they are
participating and want to do their part for the environment, but the
actions they’re willing to take have only minimal impact on their existing
behaviours and the environment.
Canadians Reuse Products but Rarely Buy Used Goods
I reuse plastic bags instead of
1%2%
throwing them out
8%
I give away things I don't need
1% 3%
instead of throwing them out
I shop used goods versus always
buying brand new
4%
63%
21%
I use reuseable drinking
containers instead of disposable 2%5%
cups
I avoid buying products that need
to be disposed of after one use
27%
38%
21%
42%
10%
32%
12%
Rarely
30%
38%
25%
Never
36%
15%
47%
Sometimes
Most of the time
12%
All the time
4%
Canadians May Feel They are Reusing More
Frequently, But Their Actions Have Not Changed
Average on Four Point Scale
3.0
REUSE
3.0
3.6
I reuse plastic bags instead of throwing them
out
3.5
3.2
I give away things I don't need instead of
throwing them out
3.2
3.1
I use reuseable drinking containers instead of
disposable cups
I am doing my part in
helping to reuse goods
and reduce garbage I
generate
2010
2009
3.4
3.3
3.2
2.8
I avoid buying products that need to be
disposed of after one use
I shop used goods versus always buying brand
new
Perceptions
2.8
2.2
2.3
2010
2009
REUSE
 Though ‘reuse’ behaviours are demonstrating the smallest green gap of
12% between actions and perception, there is strong indication that this
gap is understated.
 72% of respondents say they ‘always’, or ‘most of the time’ use a
reuseable drinking container – this is down from 2009, but still
overstated. Simply observing public garbage bins or the line up at your
local coffee shop would indicate that there is a much larger green gap.
 One reason for such incongruities between Canadians’ green assertions
and actions could be that Canadians believe that by simply owning a
reusable drinking cup and perhaps using it once or twice contributes to
their green lifestyle.
Many Canadians Take Steps To Reduce Home Energy
Use Rather than Look for Alternative Methods
I keep my thermostat set at no more than 21.5 degrees Celsius in
the winter and only use air conditioning when my home temperature
rises over 25 degrees Celsius in the summer
6% 8%
16%
The
home
appliances
I purchaseare
arecertified
certifiedEnerStar
Energy Star
and/or
The
home
appliances
I purchase
and/or
are a
ahigh-efficiency
high-efficiencymodel
model
7% 6%
18%
I use less energy now (gas, electricity) than I did last year 5% 9%
I am buying products and making enhancements to my home in
order to save energy and be more efficient
8%
Never
Rarely
Sometimes
42%
30%
29%
11%
I actively investigate alternative providers of home energy such as
wind and solar energy
28%
36%
30%
34%
Most of the time
38%
21%
33%
27%
All the time
18%
24%
8% 6%
Canadians Have Not Changed Their Home Energy
Consumption Practices or Perceptions
Average on Four Point Scale
2.7
HOME ENERGY CONSUMPTION
2.7
I keep my thermostat set at no more than 21.5 degrees
Celsius in the winter and only use air conditioning when my
home temperature rises over 25 degrees Celsius in the
summer
3.1
2010
200
9
3.3
3.3
3.1
3.1
The home
I purchase
are are
certified
EnerStar
The
homeappliances
appliances
I purchase
certified
and/or
are
a
high-efficiency
model
Energy Star and/or a high efficiency model
3.1
I am doing my part
in helping to use
less energy for my
home
2.9
I use less energy now (gas, electricity) than I did last year
2.9
2.7
I am buying products and making enhancements to my
home in order to save energy and be more efficient
I actively investigate alternative providers of home energy
such as wind and solar energy
Perceptions
2.7
1.8
1.8
2010
2009
ENERGY CONSERVATION
 Though the green gap related to home energy use is not the widest
recorded, an 18% gap remains significant given the continued efforts of
utilities to engage the public on energy efficiency
 Canadians have greater awareness of energy efficiency but only
participate in actions that do not require any real change or effort in
their existing behaviours
 Canada has a long way to go to increase Canadians purchase of energy
efficient products and make energy efficiency enhancements to their
homes as only half of Canadians say they are taking the action most of
the time or all of the time
 Ontarians are lagging in regulating the temperature in their homes
 Women over 35 feel they are doing more to save energy in 2010, but
their actions are same as men and younger Canadians
Green Leadership:
Corporate Canada
GREEN LEADERSHIP INSIGHTS
 Respondents were asked to name a green leader in eight sectors:
 Automotive, Grocery, Home Electronics, Home Improvement, Coffee Shops,
Fast Food, Hotels, Clothing stores
 Overall, a strong majority of Canadians couldn’t name a corporate green
leader or don’t believe that any company is ‘green’, providing
opportunities for any competitors
 The only category where Canadians were willing to demonstrate a
significant leadership was in the car manufacturer/dealer -- naming
Toyota (16% of respondents) , citing hybrid solutions and fuel efficient
options as the reasons why
 An average of 5% felt a company was green in part because of its
advertising messages
 Highest reasons for believing a company was green linked to making it
easier for consumers to act
14
Greenest Car Manufacturer
16%
Toyota
Ford
Honda
GM
3%
2%
Smart
1%
Volkswagen
1%
Nissan
1%
Other
No car company is Green
Don't know
What makes Car Company Green
4%
Offers hybrids
42%
First to produce hybrids
19%
Fuel efficient cars
12%
Research into green
techniques
10%
Low emissions
5%
Electric cars
5%
2%
22%
48%
Home Improvement Green Leadership
6%
Rona
6%
Home Depot
Reno Depot
Canadian Tire
What makes Home Improvement
Stores Green
1%
Offers environmentally friendly products
33%
In-store green initiatives
11%
Recycles light bulbs, batteries, paint
10%
Advertising
7%
Offers energy saving advice
5%
1%
Responses Under 5% not included
Other
No home improvement store is
Green
Don't know
3%
21%
61%
16
For detail on how to bridge the Green Gap:
Ersilia Serafini
CEO, Summerhill
eserafini@summerhillgroup.ca
Nick Cowling
VP, Optimum PR
nick.cowling@cossette.com