Nine out of Ten Business Decision Makers Believe Sustainability and Environmental Responsibility is Important for Their Business

However, Less than One out of Four Report Having Sustainability Guidelines in Their Business

Friday, August 06, 2010

New York, NY – A new poll conducted by Ipsos Public Affairs on behalf of Procter & Gamble Professional shows that nine out of 10 (90 percent) business decision makers surveyed, consider that the issue of sustainability and environmental responsibility is at least somewhat important to their business – including more than half who report it is extremely important (23 percent) or very important (33 percent).

The “Business Cleaning Sustainability Study” was conducted by Ipsos Public Affairs among 438 cleaning products decision makers from the following industries: foodservice (n=101), lodging (n=100), health care (n=125), and commercial cleaning – including office buildings, retail, building contractors, etc. (n=102).

The study also shows that while sustainability and environmental responsibility may be important for decision makers, less than one out of four (23 percent) have sustainability guidelines in their business. More than six out of 10 (63 percent) report their business does not have such guidelines, and 14 percent are not sure.

Performance and Price Rule When Purchasing Cleaning Products

Despite the importance of the environment, when it comes to purchasing cleaning products, more than half of business decision makers cite performance (61 percent) and price (52 percent) as the two most important factors; followed by ease of use (21 percent) and impact on the environment (20 percent).

Notably, impact on the environment is more important for the commercial industry (31 percent) than it is for the foodservice (16 percent) or the health care (13 percent) industries.

Holistic Green Approach

Decision makers are aware that when it comes to being green, there are many variables that must be taken into account. More than half of them (54 percent) agree that when it comes to being respectful of the environment, how cleaning products are used is more important than the products themselves. In addition, two thirds (66 percent) agree – including 25 percent who completely agree – that, for their business, it is more important that cleaning and disinfecting products be effective than perceived as green.

In fact, half (48 percent) report that they tend to trust products from well known companies more than they do products with eco-seals.

More than half (58 percent) of decision makers also report that while they want to choose environmentally-friendly cleaning products and services for their business, they often end up choosing ones that aren't.

Decision Makers Want to Do Their Part

When asked what are the main motivators to purchase “green” cleaning products, close to seven out of 10 (69 percent) decision makers cite their personal sense of responsibility as the main motivator to do so. Half of them (49 percent) also mention employee health and safety concerns as a motivator for purchasing green products. Other motivators such as client preference (13 percent), corporate guidelines (13 percent) or State regulations (12 percent), were mentioned by significantly fewer respondents.

These are some of the findings of an Ipsos poll conducted May 14 -22, 2010. For the full report of the survey, visit:

For the survey, a national sample of 428 business cleaning products decision makers based in the United States were interviewed online. Margins of sampling error at a 95 percent confidence level would be +/- 4.7 percentage points for respondents from all industries combined, if conducted using a probabilistic sample; the margin of error would be larger within sub-groupings of the survey population.

For more information on this news release, please contact:
Julio C Franco
Senior Research Manager
Ipsos Public Affairs
New York, NY

About Ipsos

Ipsos is a leading global survey-based market research company, owned and managed by research professionals that 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 to develop and test emergent or existing products or services, and build brands. They also test advertising and study audience responses to various media, and measure public opinion around the globe. They help clients create long-term relationships with their customers, stakeholders or other constituencies. Ipsos member companies offer expertise in advertising, customer loyalty, marketing, media, and public affairs research, as well as forecasting, modeling, and consulting and offers 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 2009, Ipsos generated global revenues of €943.7 million ($1.33 billion U.S.).

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Nine out of Ten Business Decision Makers Believe Sustainability and Environmental Responsibility is Important for Their Business


Elen Alexov
Director, Marketing Services,
North America