Majority of British Columbians Say Protecting the Environment Should be Given Priority Over Economic Growth

BC Residents' Green Efforts Continue Despite the Economic Downturn

Monday, May 04, 2009

Vancouver, BC – Ipsos Reid, a sponsor of EPIC – the Sustainable Living Expo, released a poll today, revealing that despite the state of the economy, British Columbians feel the environment takes priority.

Two-thirds of British Columbians (66%) say protecting the environment should be given priority over economic growth; this however was not unanimous among respondents. One third of British Columbians (34%) remained concerned and stated that economic growth should be given priority over the environment even if the environment suffers to some extent.

Furthermore, British Columbians are still doing their part by making lifestyle changes to be more eco-conscious during the economic downturn. Currently, two-thirds (67%) of individuals have spent more on a product or service because it claims to be environmentally friendly. Compared to a year ago, this measure is down only two percentage points, suggesting that British Columbians are still thinking and acting green despite budget concerns.

The vast majority of British Columbians are already doing the "little things" in their every day actions to help the environment. Some of these include combining different errands to use less fuel (93%), sending documents electronically instead of printing on paper (90%), using energy saving light bulbs (88%) and using cloth bags instead of grocery bags (86%).

British Columbians are also getting more involved in global movements, in celebration of the 39th annual Earth Day last week, seven out of ten (67%) of BC residents planned to do something special for the environment or take part in activities. Some of those activities included taking an alternative form of transportation and participating in a community clean up.

Additional survey results will be presented at EPIC – the Vancouver Sun Sustainable Living Show on May 8th-10th at the New Vancouver Convention and Exhibition Centre (999 Canada Place). Ipsos is proud to be a sponsor of EPIC, Western Canada's ONLY green consumer tradeshow and eco-marketplace. Greening your life is easy - all you need is a little education and inspiration. Join this three-day celebration of smart living and surround yourself with 300+ exhibitors, inspiring ideas, exciting entertainment and forward-thinking businesses. For more information and to purchase tickets to the event, please visit

These are the findings of an Ipsos Reid study fielded from April 21 to April 27, 2009. This online survey of 1,091 adult British Columbians was conducted using Ipsos Reid's proprietary "Voice of the West Interactive Forum" – an online panel of more than 6,000 British Columbians who have been randomly recruited to match the overall characteristics of the adult residents of the province. Statistical margins of error are not applicable to online studies of this nature, however, an unweighted probability sample of this size, with a 100% response rate, would have an estimated margin of error of +/- 3.0 percentage points, 19 times out of 20.

For more information on this news release, please contact:

Catherine Dawson
Senior Vice President
Ipsos Reid
(778) 373-5003

About Ipsos Reid

Ipsos Reid is Canada's market intelligence leader, the country's leading provider of public opinion research, and research partner for loyalty and forecasting and modelling insights. With operations in eight cities, Ipsos Reid employs more than 600 research professionals and support staff in Canada. The company has the biggest network of telephone call centres in the country, as well as the largest pre-recruited household and online panels. Ipsos Reid's marketing research and public affairs practices offer the premier suite of research vehicles in Canada, all of which provide clients with actionable and relevant information. Staffed with seasoned research consultants with extensive industry-specific backgrounds, Ipsos Reid offers syndicated information or custom solutions across key sectors of the Canadian economy, including consumer packaged goods, financial services, automotive, retail, health and technology & telecommunications. Ipsos Reid is an Ipsos company, a leading global survey-based market research group.

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About Ipsos
Ipsos is a leading global survey-based market research company, owned and managed by research professionals. Ipsos helps interpret, simulate, and anticipate the needs and responses of consumers, customers, and citizens around the world.

Member companies assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media. They measure public opinion around the globe.

Ipsos member companies offer expertise in advertising, customer loyalty, marketing, media, and public affairs research, as well as forecasting, modeling, and consulting. Ipsos has a full line of custom, syndicated, omnibus, panel, and online research products and services, guided by industry experts and bolstered by advanced analytics and methodologies. The company was founded in 1975 and has been publicly traded since 1999. In 2008, Ipsos generated global revenues of €979.3 million ($1.34 billion U.S.).

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Majority of British Columbians Say Protecting the Environment Should be Given Priority Over Economic Growth


Michael Rodenburgh
Executive Vice President, Canada
Ipsos Marketing