Climate Change & Influential Spokespeople

16 Pages·2007·1.46 MB·English

Climate Change
& Infl uential
Spokespeople
aa gglloobbaall NNiieellsseenn
online survey
June
2007
Environmental
Change Institute
UNIVERSITY OF OXFORD
Global Consumers Vote Al Gore, Oprah Winfrey and
Kofi Annan Most Influential to Champion Global
Warming Cause: Nielsen Survey
Bill Clinton and Nelson Mandela also make it into top five ranking
Former US vice-president and recent environmental celebrity The online Nielsen survey, the largest of its kind to be
Al Gore has topped the list of most influential people to conducted globally on the topic of consumer attitudes to
champion the cause of global warming in a 47 country climate change, was conducted in April 2007 in conjunction
Internet survey conducted by The Nielsen Company with the Environmental Change Institute of Oxford
and Oxford University. University and polled 26,486 internet users across *47
countries in North America, Europe, Asia Pacific and
Nearly one in five global consumers (18%) picked Al Gore
the Middle East.
as the most influential spokesperson to champion the global
warming debate, ahead of former United Nations head, Kofi The survey also found that the film, An Inconvenient
Annan (15%), with Oprah Winfrey and Bill Clinton tying Truth, had had a significant influence on those that have
as third choice (14% each). Ranked fifth with eleven percent seen it - in their awareness of the issues and their stated
of global votes was former South African president, Nelsen changes in habits and behaviors.
Mandela. A ‘dream ticket’ for climate ambassadors would
“An Inconvenient Truth has pushed Al Gore and the message
include Al Gore and Kofi Annan, who polled as first or
of concern for climate change up the public agenda. This has
second choices in the most countries, together covering
been combined with UN scientific reports and the Stern
34 of the 47 countries in Nielsen’s Internet survey.
Review as well as increased media coverage over the last
While Al Gore and Kofi Annan won the overall global vote, months to shift the focus for many people from whether
there were some notable differences between regions and there is a problem to what to do about it,” said Max Boykoff,
countries. Moreover, among global respondents under age James Martin Fellow at the University of Oxford.
25, actress Angelina Jolie (14%) joined Oprah (15%) and
“Live Earth - the 24 hour, seven continent concert series
Kofi (16%) as the most influential.
taking place on 7th July - represents an opportunity for a
“Consumers clearly relate to national identities they admire broader group of people to hear about the issue of climate
and are familiar with. Our survey also identified potential change, and this study was a chance to identify who might
spokespeople from actresses to sports stars that would be an effective messenger. The challenge that remains is to
also make effective global warming champions, especially determine which messages move people from concern to
influential among certain age groups,” commented Patrick positive action,” said Timmons Roberts, James Martin
Dodd, President of ACNielsen Europe, The Nielsen Company. Fellow at the University of Oxford.
*47 Markets Covered:
Argentina, Australia, Austria, Belgium, Brazil, Canada, Chile, China, Czech Republic, Denmark, Egypt, Estonia, Finland, France, Germany, Greece,
Hong Kong, Hungary, India, Indonesia, Ireland, Italy, Japan, Korea, Latvia, Lithuania, Malaysia, Mexico, Netherlands, New Zealand, Norway, Philippines,
Poland, Portugal, Russia, Thailand, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, Turkey, UAE, United Kingdom, US and Vietnam.
Margin of error - +/- 4% for n=500 and +/- 3% for n=000.

Top two preferred champions for global warming – As a result of seeing Al Gore’s An Inconvenient Truth
Globally and in live earth countries
• More convinced • More convinced
• Less action • Taking action
100%
China
Philippines Taiwan
Egypt Canada Indonesia
Thailand
mind AustralIiraelandTuArkrgeeyntinaUSA HMoenxgi cKoong SMingaalapyosriea Vietnam
my Chile South AfricaGreece CRezpecuhblic Japan South Korea
I’ve changed HungarEystonSiawASepudDasetinenrniamarkSwiRUtzuKesrsliaBanrdazil FrGanLeacrmtevaianyIndia EPAoUland
New Zealand Lithuania Portugal
Finland Belgium Italy
Netherlands
30% Norway 100%
•• LLeessss caoctnivoinnced I’m taking action •• LTaesksin cgo navcitniocend
Not surprisingly, nearly half of South Africans choose Nelson Twelve percent (one in eight) of global online consumers
Mandela as their top choice to champion the cause of global polled at the end of April this year said they had seen Al
warming, while twenty eight percent of Austrians chose fellow Gore’s An Inconvenient Truth. More North Americans
countryman turned Governor of California, Arnold (17% - one in six consumers) watched this film than any
Schwarzenegger, who has championed climate other global region.
change legislation.
Sixty six percent of viewers who claimed to have seen An
In the UK, twenty-three percent of consumers voted British Inconvenient Truth said the film had “changed their mind”
entrepreneur and environmental campaigner Richard Branson about global warming and eighty nine percent said watching
as their number one choice, followed by Bob Geldof. Twenty the movie made them more aware of the problem. More
three percent of South Africans also voted Richard Branson importantly, three out of four (74%) viewers said they
as their top choice, according to the Nielsen Internet Survey. changed some of their habits as a result of seeing the film.
In Asia Pacific, Kofi Annan was clearly consumers’ leading “When consumers are impacted enough to actually change
choice with 21 percent of the votes, followed secondly by some of their daily habits as a result of watching a film, it’s the
Al Gore and Bill Clinton – while in Europe (19%) and surest sign that the message has gotten through,” said Dodd.
North America (29%), Al Gore was the number one
choice, according to the Nielsen Internet Survey.
In the Middle East /Africa, actress and roving UNICEF
ambassador Angelina Jolie was the number one choice
(17%), slightly ahead of Kofi Annan and Oprah Winfrey.
In Latin America, rock star Bono won 28% of consumers’
votes followed by Angelina Jolie (22%) and Nelson
Mandela (18%).

Climate Change
Who is concerned?
How concerned are they?
From the 47 countries surveyed in April 2007, the concern of The below graph depicts globally the respondents’ views on
climate change ranked 4th amongst respondents. In a similar ‘Who would be the most influential person/people to
survey in October 2006, climate change ranked 8th; the level of champion the efforts to combat global warming/climate
concern has risen more than two-fold over the 6 month period. change?’ Respondents selected up to 3 options.
Change in global public’s biggest concerns
Most influential climate change champion
45%
41 The Economy
40% Al Gore 18
39
37 Health Kofi Annan 15
35%
34 Bill Clinton 14
32
30% 30 Job security Oprah Winfrey 14
Nelson Mandela 11
25%
Bono 10
20% Angelina Jolie 10
15% 1154 1164 GPololibtiacla wl satrambiinlitgy Arnold Schwarzenegger 9
13 13 Crime George Clooney 5
10% 11 12 Terrorism David Beckham 5
7 8 War
5% 6 6 Immigration Robert F. Kennedy, Jr. 4
Oct 2006 April 2007 Johnny Depp 4
Ronaldinho 4
Sting 4
Nicole Kidman 4
Richard Branson 3
Leonardo DiCaprio 3
Bob Geldof 3
Salma Hayek 2
John Terry 1
Gwyneth Paltalrow 1
Didier Drogba 1
0% 5% 10% 15% 20%
3
Live Earth

Concerts for climate change
The Live Earth countries are some of the world’s largest • Top Male: Al Gore
economies. Amongst Live Earth countries, politicians rank • Top Female: Oprah Winfrey
highest as the most influential people to champion the efforts • In the UK, the under 20s chose David Beckham (21%)
to combat global warming, followed by actors, activists and as their top choice
sports personalities. • Angelina Jolie scores top female in Germany, Brazil and
China
• Respondents in some countries may not be aware of all
of the celebrities listed, there are consistent responses to
‘none of the above’.
Results from Live Earth countries: Most influential group to combat climate change
100% 96 96
90%
80%
74
69 70
70% 67 66
61
60% 58
50
50%
40% 36 38
33 33 33
31 31
30%
22 22 23 24 21 24 24
20% 17
10% 11 7 12 7 5 8 13 7 6 11 15 5 6 14 9 5 10 11 10 9 1512 10 4 13 8 14
2 2
0%
Total Australia Brazil China Germany Japan South Africa UK USA
Actors (Female) Sports Personality Musician Politician Other Actors (Male)
Celebrity Categories
Actor (females): Sports Personalities:
Oprah Winfrey, Angelina Jolie, Gwyneth Paltrow, David Beckham, Didier Drogba, Ronaldinho, John Terry.
Nicole Kidman, Salma Hayek.
Musicians:
Actor (males): Bono, Bob Geldof, Sting.
Johnny Depp, Leonardo DiCaprio,
Other:
George Clooney.
Richard Branson, Robert F. Kennedy, Jr.
Politicians:
Al Gore, Nelson Mandela, Kofi Annan,
Arnold Schwarzenegger, Bill Clinton.
4
Al Gore:
An Inconvenient Truth
Al Gore: Champion of climate change – Global data Do you agree or disagree with the following statement:
The film made me more aware of the problem
Belgium 48
Netherlands 47 100% 6
Norway 40 90% 13 14 15 19 11
Sweden 40 7800%% 94 87 86 85 89
Switzerland 33 81
60%
Denmark 32
50%
USA 30
40%
Ireland 29 30%
New Zealand 29 20%
Australia 28 10%
Japan 26 0%
Chile 25 Asia Pacific North America Latam Europe EEMEA Global Average
France 25 Agree Disagree
Canada 24
Portugal 23
Hong Kong 21
Austria 19
Finland 18 Do you agree or disagree with the following statement:
South Korea 18 I am changing some habits as a result of seeing the film
Taiwan 18
Germany 17 100%
Mexico 17 90% 17 25 29 31 45 26
Spain 16 80%
Malaysia 15 70% 83
Philippines 15 60% 75 71 69 74
50%
South Africa 15
40% 55
Brazil 14
30%
Thailand 14
20%
Argentina 12
10%
UK 12 0%
Czech Republic 11 Asia Pacific North America Latam EEMEA Europe Global Average
UAE 11
Agree Disagree
Singapore 10
India 9
Italy 9
Turkey 8
Estonia 6
Indonesia 6
Poland 6
Greece 5
Hungary 5
Lithuania 5
China 4
Latvia 4
Vietnam 4
Egypt 3
Russia 3
Global Average 18
0% 10% 20% 30% 40% 50%
Countries hosting Live Earth Concerts
5
Australia
Celebrity Climate Champions
• Overall, males surveyed chose Al Gore, females chose
Oprah Winfrey
• Bono scored highly with the under 40s, Bob Geldof
was higher with the over 40s
• 55s & over: Richard Branson was second choice after
Al Gore
• Under 25s placed higher emphasis on female actors
than other age groups.
Celebrity genre chosen by each age group
Data of all age groups
80%
72Politicians
77
Al Gore 28 70% 65
62
60%
Oprah Winfrey 23 53
50%
Richard Branson 20 41
40% 37
Nelson Mandela 15 30 38
30% 26 31 27 Musician
Bono 14 20 25 Other
20% 23Actors (Female)
Bill Clinton 12 10% 1102 9 7 9Actors (Male)
9
1 0 0Sports Personality
Bob Geldof 12 0%
Under 25s 25 – 39 40 – 54 Over 55s
0% 5% 10% 15% 20% 25% 30% Sports Personality Musician Politicians
Actors (Male) Actors (Female) Other
Al Gore: An Inconvenient Truth
Comments from viewing ‘An Inconvenient Truth’ I am changing some habits as a result
100% 100%
90% 90%
80% 80% 91
89 87
70% 70%
74
60% 73 60%
50% 50%
54
40% 40%
49 46
30% 30%
20% 20%
26
10% 10%
13 9
0% 0%
The film made me I am changing some habits The film has changed Under 25s 25 - 39 40 - 54 Over 55s
more aware as a result my mind
Agree Disagree

Brazil
Celebrity Climate Champions
• Under 40s chose Bono as top male climate champion
• Sports personalities such as Brazilian footballer
Ronaldinho received particularly strong support
• The over 40s voted mainly for politicians
• All males surveyed chose fellow men as influential
people, whilst female respondents consistently
chose Angelina Jolie.
Data of all age groups Celebrity genre chosen by each age group
100% 100
Bono 24 90% 87 Politicians
Angelina Jolie 22 80%
70% 69
Nelson Mandela 19
60% 61
Bill Clinton 18 50%
40% Acto4rs2 (Female) 39
Ronaldinho 18 36 30
30% 24 25Musician
Al Gore 14 20% 24 Sports Personality26 23 21
15Other
Kofi Annan 12 100%% 74 29 7167 12A1c5tors (Male)
SchwarzenAerngogeldr 11 Under 25s 25 – 39 40 – 54 Over 55s
Sports Personality Musician Politicians
0% 5% 10% 15% 20% 25% Actors (Male) Actors (Female) Other
Al Gore: An Inconvenient Truth
Comments from viewing ‘An Inconvenient Truth’ I am changing some habits as a result
100% 100%
90% 90%
80% 80%
88
70% 70%
60% 60% 76
50% 67 50% 62 66 67
40% 55 40%
30% 30%
38
20% 20% 34 33
10% 24
10%
0%
0%
The film made me I am changing some habits The film has changed Under 25s 25 - 39 40 - 54 Over 55s
more aware as a result my mind Agree Disagree
7
China
Celebrity Climate Champions
Data of all age groups
• Kofi Annan was top in every age group, and was most
Kofi Annan 29
popular choice of both male and female respondents
Bill Clinton 11
• Politicians scored most highly with 25-39s
• Male actors were more popular with older age groups SchwarzenAerngogeldr 11
Angelina Jolie 10
• Musicians and sports personalities in the list generally
scored lower.
Nicole Kidman 7
David Beckham 7
0% 5% 10% 15% 20% 25% 30%
Celebrity genre chosen by each age group
70%
68
60% 59Politicians
56
50%
48
40%
30%
25Actors (Female)
22
20
20% 17Actors (Male)
13Sports Personality 14 16
11 10 9
10% 9 6 6Other
7 5 1 06Musician
0%
Under 25s 25 – 39 40 – 54 Over 55s
Sports Personality Musician Politicians
Actors (Male) Actors (Female) Other
Al Gore: An Inconvenient Truth
Comments from viewing ‘An Inconvenient Truth’ I am changing some habits as a result
100% 100%
90% 90%
100 100
80% 80% 93
70% 96 92 70% 88
60% 83 60%
50% 50%
40% 40%
30% 30%
20% 20%
10% 10%
0% 0% 12 7 0 0
The film made me I am changing some habits The film has changed Under 25s 25 - 39 40 - 54 Over 55s
more aware as a result my mind Agree Disagree

Germany
Celebrity Climate Champions
• Respondents consistently chose politicians
• Actors Angelina Jolie and Johnny Depp scored highly
in the under 25s age group
• Musicians comprised the second most popular choice
for 25 + age groups
• Bono was most popular with the under 40s, Bob Geldof
was more popular with the over 40s.
Celebrity genre chosen by each age group
Data of all age groups
120% 118
Politicians
Kofi Annan 24
100% 96
90
Bill Clinton 21 86
80%
Nelson Mandela 19
60%
Al Gore 17
SchwarzenAerngogeldr 15 40% (FAec2mt7oarlse) 29 26
AngelinaB Joonlioe 7 10 200%% 12634 22 PeSrspoonratslity4173 7 1093 13351M60uAsOcicttioahrnes r(Male)
Under 25s 25 – 39 40 – 54 Over 55s
0% 5% 10% 15% 20% 25% Sports Personality Musician Politicians
Actors (Male) Actors (Female) Other
Al Gore: An Inconvenient Truth
Comments from viewing ‘An Inconvenient Truth’ I am changing some habits as a result
100% 100%
90% 90%
80% 80%
70% 88 70%
60% 60% 75
50% 50%
57
40% 53 57 40% 54 50 50
46
30% 30% 43
20% 20%
10% 10% 25
0% 0%
The film made me I am changing some habits The film has changed Under 25s 25 - 39 40 - 54 Over 55s
more aware as a result my mind Agree Disagree