Green Onions

1
Green Onions

• Peeling Back Layers of Public Opinion
• John Leaman, Head of Environment Research Ipsos
  MORI

2
Public Opinion

• Perceptions, not facts
• Five tools of our trade
• Behaviour Knowledge Views

3
Issues Covered Include

• Climate Change
• Exotic Pets
• Trade in Endangered Species / Ivory Products
• Battery Hens
• Fur Trade
• Animal Testing
• Whaling (in Europe Japan), Seal Hunting
• Fox Hunting
• Recycling / Waste
• Urban Regeneration
• Company Activities
• Carbon Trading / Offsets etc

4
The Dream
5
The Dream

• Cleaner environment

6
The Dream

• Cleaner environment
• Living in harmony with nature

7
The Dream

• Cleaner environment
• Living in harmony with nature
• More biodiversity (can we still say that.?)

8
The Dream

• Cleaner environment
• Living in harmony with nature
• More biodiversity
• Human animal welfare interlinked

9
The Dream

• Cleaner environment
• Living in harmony with nature
• More biodiversity
• Human animal welfare interlinked
• Tighter international standards

10
The Dream

• Cleaner environment
• Living in harmony with nature
• More biodiversity
• Human animal welfare interlinked
• Tighter international standards
• Healthier food

11
The Dream

• Cleaner environment
• Living in harmony with nature
• More biodiversity
• Human animal welfare interlinked
• Tighter international standards
• Healthier food
• Less cruelty

12
The Dream

• Cleaner environment
• Living in harmony with nature
• More biodiversity
• Human animal welfare interlinked
• Tighter international standards
• Healthier food
• Less cruelty
• The world is saved !

13
The Dream

• Cleaner environment
• Living in harmony with nature
• More biodiversity
• Human animal welfare interlinked
• Tighter international standards
• Healthier food
• Less cruelty
• The world is saved ! ( Hooray. )

14
The Nightmare
15
The Nightmare

• Accelerating downward spiral

16
The Nightmare

• Accelerating downward spiral
• Its already too late Point of no return

17
The Nightmare

• Accelerating downward spiral
• Its already too late Point of no return
• Biblical floods, famines, droughts, plagues of
  locusts etc etc

18
The Nightmare

• Accelerating downward spiral
• Its already too late Point of no return
• Biblical floods, famines, droughts, plagues of
  locusts etc etc
• Mass extinctions, causing human impacts

19
The Nightmare

• Accelerating downward spiral
• Its already too late Point of no return
• Biblical floods, famines, droughts, plagues of
  locusts etc etc
• Mass extinctions, causing human impacts
• Were all guilty (especially companies)

20
The Nightmare

• Accelerating downward spiral
• Its already too late Point of no return
• Biblical floods, famines, droughts, plagues of
  locusts etc etc
• Mass extinctions, causing human impacts
• Were all guilty (especially companies)
• Bono becomes Pope !

21
The Nightmare

• Accelerating downward spiral
• Its already too late Point of no return
• Biblical floods, famines, droughts, plagues of
  locusts etc etc
• Mass extinctions, causing human impacts
• Were all guilty (especially companies)
• Bono becomes Pope
• The World is doomed !

22
Who is trusted?
Q For each, would you tell me whether you
generally trust them to tell the truth or not?
Trust
Not trust
Doctors
Teachers
Professors
Judges
Clergymen / priests
Scientists
TV newsreaders
The Police
Ordinary man / woman in street
Pollsters
Civil servants
TU officials
Business leaders
Government Ministers
Politicians generally
Journalists
Base 2,017 British adults aged 15, 17-21 Feb
2005.
Source MORI/BMA
23
Recycling
24
Sticks Carrots
Q37-40 To what extent do you agree or disagree
that
Agree
Disagree
Communities who recycle more should benefit
Recycling should be made compulsory
People who dont recycle should be penalised
Its my responsibility as a citizen to recycle
Base x,xxx British adults, fieldwork dates
25
Levels of Recycling
Everything that can be recycled
A lot but not everything that can be recycled
I do not recycle much
I do not recycle anything
26
Increased Recycling
Council have provided orange bins/bags
Better informed now/more aware
Its easy/easier to recycle
More facilities now/moremore recycle points
27
Recycling Information
Q8-13 How well informed would you say you are
about each of the following?
Change onInformed 2003 - 05
Informed
Not informed
13
What the benefits of recycling are
What materials can and cannot be recycled in your
area
14
What recycling services are provided in the local
area
12
What types of recycled products you can buy
4
What happens to materials after they are collected
12
Campaigns/promotions in the local area
17
Base 1, 249 residents, London Western Riverside,
March-April 2005 Ipsos MORI
28
Peer Pressure
Q14 What proportion of households in this area do
you think recycle or compost?
Change 2003 - 05
-5 -5 -2 - 2 2 4 1 3 3 3
Nobody (0)
One in ten (10)
Two in ten (20)
Three in ten (30
Four in ten (40)
Five in ten (half)
Six in ten (60)
Seven in ten (70)
Eight in ten (80)
Nine in ten (90)
Everyone (100)
Base 1, 249 residents aged 16, London Western
Riverside, March-April 2005

Ipsos MORI
29
Climate Change
30
Whatever you do will be insignificant, but it
is very important that you do it
Mahatma Gandhi
31
(No Transcript)
32
Experience of Climate Change
I have personally seen evidence of climate
change
Dont Know
Strongly Agree
Strongly Disagree
Tend to Disagree
Neither
Tend to Agree
Base GB Adults Aged 16
33
Car Usage
Q How often, if at all, do you personally drive a
car nowadays?
Base GB Adults Aged 16
Source Ipsos-MORI / FIA Foundation
34
Where Might This Lead?
Base GB Adults Aged 16
35
Where Might This Lead?

• Government climate campaigns ?

Base GB Adults Aged 16
36
Where Might This Lead?

• Government climate campaigns ?
• Greater focus in National Curriculum ?

Base GB Adults Aged 16
37
Where Might This Lead?

• Government climate campaigns ?
• Greater focus in National Curriculum ?
• Graded Congestion Charges ?

Base GB Adults Aged 16
38
Where Might This Lead?

• Government climate campaigns ?
• Greater focus in National Curriculum ?
• Graded Congestion Charges ?
• Door-stepping calls by councils/NGOs ?

Base GB Adults Aged 16
39
Where Might This Lead?

• Government climate campaigns ?
• Greater focus in National Curriculum ?
• Graded Congestion Charges ?
• Door-stepping calls by councils/NGOs ?
• Food miles being directly taxed ?

Base GB Adults Aged 16
40
Where Might This Lead?

• Government climate campaigns ?
• Greater focus in National Curriculum ?
• Graded Congestion Charges ?
• Door-stepping calls by councils/NGOs ?
• Food miles being directly taxed ?
• Carbon offset fee on all airfares ?

Base GB Adults Aged 16
41
Where Might This Lead?

• Government climate campaigns ?
• Greater focus in National Curriculum ?
• Graded Congestion Charges ?
• Door-stepping calls by councils/NGOs ?
• Food miles being directly taxed ?
• Carbon offset fee on all airfares ?
• Climate change ASBOs for offenders ?

Base GB Adults Aged 16
42
Where Might This Lead?

• Government climate campaigns ?
• Greater focus in National Curriculum ?
• Graded Congestion Charges ?
• Door-stepping calls by councils/NGOs ?
• Food miles being directly taxed ?
• Carbon offset fee on all airfares ?
• Climate change ASBOs for offenders ?
• Backlash some products un-green ?

Base GB Adults Aged 16
43
Where Might This Lead?

• Government climate campaigns ?
• Greater focus in National Curriculum ?
• Graded Congestion Charges ?
• Door-stepping calls by councils/NGOs ?
• Food miles being directly taxed ?
• Carbon offset fee on all airfares ?
• Climate change ASBOs for offenders ?
• Backlash some products un-green ?
• Larger families are more heavily taxed ?

Base GB Adults Aged 16
44
Thank Youjohn.leaman_at_ipsos-mori.com