Saving Money and Preserving Resources Top Reasons for Reducing Waste, Saving Energy and Saving Water

Lack of Information and Lack of Interest Most Blamed for Not Leading a More Environmentally-Friendly Lifestyle

Monday, March 15, 2010

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 switch.
  • 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:
Julio Franco
Senior Research Manager
Ipsos Public Affairs

About Ipsos

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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.

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Saving Money and Preserving Resources Top Reasons for Reducing Waste, Saving Energy and Saving Water


Elen Alexov
Director, Marketing Services,
North America