Americans (60%) believe they have a great deal of responsibility to protect the environment, compared to 12% who think they have little responsibility, finds the Associated Press and NBC Universal. However, only a third (32%) thought a great deal about their impact that they have on the environment, compared to 37% who thought little about it.
Americans are nearly twice as likely to say that it is harder for Americans to use less energy (65%) than to use less water (34%).
New Media And Causes
Most Americans (79%) would like companies to use new media — such as email or social networks — to raise awareness about causes, reports Cone. Six in 10 (60%) have used such media to support causes, including 33% who have done so via email, 32% via social networks, and 27% via social networks.
They are motivated to support causes through new media because:
• It allows them to choose which issue a company will support (79%);
• It is quick and easy (76%);
• There is an incentive for involvement (72%);
• They can see demonstrative results (70%); and
• They are connected to offline opportunities (66%).
Those who do not support causes through new media abstain because:
• They would rather spend their time and/or money supporting causes offline (31%);
• They cannot see the impact or results (27%);
• They feel overwhelmed by the number of causes on new media (22%); and
• Their favorite issue, cause, or organization is not online (19%). [Environment, Online]
Sources: “2009 Cone Consumer New Media Study,” Cone, Carol Cone, 855 Boyleston St., Boston, MA 02116; 617-227-2111; ccone@coneinc.com; www.coneinc.com. Price: Call for information.
“Consumers And The Environment,” Associated Press Polls, 75 Ninth Ave., 5th Fl., New York, NY 10011; 212-240-5467; info@ap-gfkpoll.com; www.ap-gfkpoll.com. Price: Available online at no charge.
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