Amid the recent US Independence Day weekend celebrations, one concerning news was released: July 3rd, 2023, was considered the hottest day ever since measurements started. This follows similar information: last month, the UK registered the hottest day since tracking began in 1884.
While the effects of global warming on our planet are irrefutable and are more visible each year, our younger generations will mostly feel its impact in America. Given that current and future generations in America are becoming increasingly diverse, it is essential to assess key attitudes and behaviors of multicultural consumers regarding the environment.
Together with my team we conducted an analysis based on MRI-Simmons data (2022 Fall Doublebase USA) and, while its results show reasons to be slightly optimistic about increasing environmental consciousness, they also indicate some areas of opportunity for governments and the private sector. Below are some of the highlights of this analysis.
First, we looked at the percentage of respondents who considered preserving the environment very important. Among the Non-Hispanic White sample, 64% of respondents agreed with the statement; this number was slightly lower among Non-Hispanic African American respondents, with 62%; finally, among Hispanics and Asian Americans we saw higher numbers, with 74% and 73% respectively.
When asked what major concerns were associated with the environment, we learned about a gap between concerns of a global threat and concerns with local threats. For instance, 64% of Asian American respondents to the survey expressed concerns about global threats associated with climate change, while only 49% of the same group were concerned with local threats.
A similar pattern could be observed with other segments: Hispanic (54% vs. 45%), Non-Hispanic White (52% vs. 47%) and African American respondents (49% vs. 38%). Why is this relevant? If people don’t think they can be directly impacted in their cities and communities, they may not be engaged to discuss and act on behaviors that can minimize these potential negative environmental consequences.
Speaking about potential negative impacts, the study also asks a question about concerns with possible adverse effects on future generations, and the data is disheartening. Only 51% of Non-Hispanic White respondents said they were concerned with the potential negative impact of climate change for future generations, while the numbers were even lower for other segments: 47% for Asian American, 42% for Hispanic and 36% for African American respondents.
This is another opportunity for anyone interested in communicating and engaging with messages about the environment and climate change. The survey demonstrates that most people may need help understanding the potential long-term impact on future generations (aka their kids, grandkids, and so on). Again, every time an important discussion like this has the risk of being dehumanized, it may create limitations for action.
Diverse segments demonstrate slightly different behaviors when asked about habits and actions they are taking to improve their sustainability levels.
For instance, almost half of Non-Hispanic White and Hispanic consumers have indicated a willingness to buy second-hand outfits instead of brand-new ones, whereas only 39% of Asian American respondents and 37% of African Americans would consider doing so.
Regarding changing eating habits, 41% of Hispanic and 40% of Asian American respondents have reported reducing their dairy consumption—associated with sustainability and environmental concerns—while only 36% of African American and 34% of Non-Hispanic White respondents consider this reduction.
Furthermore, a slightly lower percentage of respondents mentioned reductions in meat consumption, including 33% of Non-Hispanic White, 32% of Hispanic, 31% of Asian American, and 30% of African American respondents. These are important indicators to monitor in the longer term.
Moreover, we looked at three additional behaviors closely associated with environmental consciousness and sustainability.
First, we investigated electric car purchases, where we found a still low but significant level of adoption, with the Asian American segment leading with a 15% adoption rate, followed by Hispanic and Non-Hispanic White respondents with a 12% rate, and African American respondents with a 10% adoption rate.
Second, when it comes to solar panel adoption, leading the pack a surprising 20% of Hispanic respondents answered they have adopted it, followed by 17% of Asian American, 16% of Non-Hispanic White and 13% of African American respondents.
And finally, we closed the analysis with recycling behavior reported by consumers, and again, we can see a significant gap between segments, with Asian American and Non-Hispanic White consumers leading with 56% and 54%, respectively. Hispanic and African American respondents followed with a distant 33% and 32%, respectively.
These recycling adoption rates also show another interesting gap that deserves to be thoroughly analyzed, as the Hispanic segment leads the pack regarding environmental concerns but falls way behind when it comes to recycling habits. This gap shows, at a minimum, a separation between thinking and action, but it can also open up additional questions, such as access to information and education about recycling and availability (or the lack thereof) in key diverse zip codes.
While most Americans are willing to preserve the environment, their actions still need to catch up to their intentions, as demonstrated by the relatively low adoption level of straightforward tasks such as daily recycling.To increase our country’s consumer environmental consciousness, we must find ways to better engage with America’s diverse segments.
To this point, campaigns adopting a more culturally contextual approach are more effective, as proven by existing ROI studies in the marketplace. Once again, the “one-size-fits-all” solution may be failing us in our ability to tackle the environmental challenges we are facing and that the next generations will face.
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