Results of the 2012 Gibbs & Soell Sense & Sustainability® Study found that public doubt about a broader corporate commitment to “going green” continues to run high. Although only 21 percent of Americans believe the majority of businesses are making efforts toward sustainable development, the amount marks an increase in confidence as compared to the previous two years of research. Despite their skepticism, the majority (71 percent) of consumers wants to know more about what companies are doing to become sustainable and green, and 75% feel the media are more likely to report on green business when the news is bad rather than good.
This is the third annual G&S survey of perspectives on corporate sustainability among U.S. consumers and corporate executives, conducted by Harris Interactive® on behalf of the firm. The third edition of the study marks the first time that analysis of related media coverage has been included to complement the survey research. Findings from media analysis performed by Cision Global Analysts reveal that original news reports account for only one-third of the analyzed content from major media sources.
The survey focused on six primary areas:
“Our study provides an unprecedented look at the sustainability dialogue between businesses and the general public by combining three years of attitudinal research among consumers and executives with media coverage analysis,” said Ron Loch, senior vice president and managing director, sustainability consulting, Gibbs & Soell. “The results reveal growing efforts by business communicators in relating their corporate responsibility stories, but also underscore a deficit in general understanding and trust. It’s clear much more needs to be achieved in terms of relevant engagement with consumers and the media around corporate sustainability.”
Read more about our communications expertise in developing strategies and implementing programs to engage businesses and consumer audiences about sustainable practices, products or services.
For more information about the 2012 Gibbs & Soell Sense & Sustainability Study, contact Ron Loch at (312) 648-6700 or firstname.lastname@example.org, or Mary C. Buhay at (212) 697-2600 or email@example.com
News Highlights from 2011 Sense & Sustainability Study
View Sense & Sustainability® webinar with editors from Newsweek, Sustainability: The Journal of Record (Free registration: Archived webcast)
Sense & Sustainability Survey 2011, Ron Loch, Sustainability: The Journal of Record, August 2011 Read Article
This Common-Sense Change Makes Good Business Strategy, Motley Fool, May 4, 2011 Read News Article
Business Leaders Believe One Company is Green: Theirs, Reuters, April 7, 2011 Read News Article
Fortune 1000 Execs Doubt Most Businesses’ Commitment to Sustainability, Greenbiz, April 6, 2011 Read News Article
Executives Say They’re Improving Environment–But Say Most Other Companies Aren’t, Environmental Leader, April 5, 2011 Read News Article