Vancouver, BC – In anticipation of Earth Day on April 22nd, Ipsos Reid
conducted the annual 2011 Retailers and the Environment Study among adult
British Columbians to assess retailers' actions in helping to preserve and protect the
Results of this year's survey show retailers' environmental actions are playing less of a
role year-over-year in store choice decision. Even though a majority of BC consumers (67%)
currently feel a retailer's environmental actions are an important consideration when deciding
where to shop, significantly fewer feel this way than in previous years (16% very important,
51% somewhat important). This is compared to 72% in 2010 (19% very important, 53%
somewhat important), 74% in 2009 (21% very important, 53% somewhat important) and 77%
in 2008 (24% very important, 53% somewhat important).
Ipsos Reid's retail industry team Senior Vice President, Catherine Dawson, explains the
survey results: "It is typical for other issues, like the environment, to decline in importance
when concerns about the economy are stronger and this likely was happening in 2010 when
we witnessed declining environmental concerns. However, it appears that in 2011 the
environment has not returned to the forefront of many consumers' consideration set despite an
Despite the fact that a declining number of BC consumers consider the environment when
deciding where to shop, there is actually a growing number that feel they are not able to judge
whether a retailer has done a good or poor job in helping to preserve and protect the
environment. Nearly seven-in-ten BC consumers admit they are ill-equipped to judge retailers
on this aspect (67%, of which 15% not at all well, 52% not very well), versus three-in-ten who
feel they can judge retailers' environmental actions well (28%, of which 2% very well, 26%
somewhat well). Fewer in 2010 (62%, of which 15% not at all well and 47% not very well) and
2009 (56%, of which 12% not at all well and 44% not very well) indicated that they are not
good judges of retailers' environmental initiatives.
Catherine Dawson continues, "These results suggest that the decline in importance we
are seeing is not because consumers are feeling better educated about retailers' performance
but instead are part of a more general decline in how much this issue matters to them."
Perhaps due to their lack of ability to judge retailers, when asked how they would rate
retailers in BC overall on how well they perform in helping to preserve and protect the
environment, more BC consumers simply don't know. This year, more than one-third of BC
consumers are unsure of how retailers' perform (36%). This is compared to less than three-in-
ten in 2010 (27%) and slightly less than one-quarter in 2008 (24%).
This study is part of Ipsos Reid's 2010 Retail Trends in British Columbia Study which
features regular special feature reports on current events in the retail industry.
These are the findings of an Ipsos Reid study fielded from March 28 to April 3, 2011.
This online survey of 654 adult British Columbians, 18 years and older, 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 +/- 3.8
percentage points, 19 times out of 20.
For more information on this news release, please contact:
Senior Vice President
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, and
technology & telecommunications. Ipsos Reid is an Ipsos company, a leading global survey-
based market research group.
To learn more, please visit www.ipsos.ca.
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 2010, Ipsos generated global revenues of €1.140 billion ($1.6 billion U.S.).
Visit www.ipsos-na.com to learn
more about Ipsos
offerings and capabilities.
Ipsos, listed on the Eurolist of Euronext – Comp B, is part of SBF 120 and the Mid-
100 Index, adheres to the Next Prime segment and is eligible to the Deferred Settlement
System. Isin FR0000073298, Reuters ISOS.PA, Bloomberg IPS:FP