New York, NY – A new poll conducted by Ipsos Public Affairs on behalf of Procter &
Gamble shows that more adults cite saving money than any other reason why they would take measures to
reduce waste, save energy and save water in their home. When asked to select the two most important
reasons for taking environmentally-friendly measures, 64% of 1,000 adults surveyed selected saving money.
Preserving resources for future generations, mentioned by 56% of respondents, follows in importance.
- Saving money is particularly important to those aged 18-34, as it was mentioned by 76% of them.
- Preserving resources for future generations was most cited by college graduates (66%) and those with
children in the household (63%).
On the other hand, when asked about the two most important reasons preventing people from leading a
more environmentally-friendly lifestyle, over one third selected each of “not having enough information” (37%)
and “not having enough interest” (36%).
However, a majority of adults (58%) report they would be at least very likely to change the way they do
daily chores if it helped them reduce waste, save energy and save water in their homes – including 21% who
report they would be extremely likely to change.
Close to three quarters (74%) also report they would switch to a different brand if it did not cost more and
helped them reduce waste, save water or save energy in their homes.
- One third (33%) report they would be extremely likely to switch and 42% that they would be very likely to
- Just 6% report that they would not be very likely (3%) or not at all likely (3%) to switch.
The survey also shows that price (47%) and performance (38%) are the most important factors taken into
consideration when purchasing everyday products. Comparatively, impact on the environment is selected by
just 22% of respondents.
These are some of the findings of an Ipsos poll conducted January 29 - January 31, 2010. For the
survey, a nationally representative sample of 1,000 randomly-selected adults aged 18 and over residing in the
U.S. interviewed by telephone via Ipsos’ U.S. Telephone Express omnibus. With a sample of this size, the
results are considered accurate within ±3.1 percentage points, 19 times out of 20, of what they would have
been had the entire population of adults in the U.S. been polled. The margin of error will be larger within
regions and for other sub-groupings of the survey population. These data were weighted to ensure the
sample's regional and age/gender composition reflects that of the actual U.S. population according to data
from the U.S. Census Bureau.
For more information on this news release, please contact:
Senior Research Manager
Ipsos Public Affairs
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