This report has two focuses; carbon offsets and business reputations. The initial analysis is designed to understand the attitudes the public has towards carbon offsets, and how carbon offset schemes could build better public support. The analysis considers which demographic segments of the population are more, or less, supportive of carbon offsetting. There is detailed analysis of attitudes towards carbon offsetting according to our climate change segmentation interlinked with flying behaviour – since a most common consumer touch-point with voluntary carbon offsets is when buying flights. Additionally, recognition of 15 carbon offset organizations is measured.

The final portion focuses on business reputations. In sectors such as the oil, car, coal, airline and supermarket sectors, companies and pressure groups are currently vying for public support over climate change. This research measures public approval and disapproval for specific companies – and what proportion of the public do not care to mention any company.

Questions addressed

• What proportion of the population believe that carbon offsetting is a worthwhile endeavour?
• How disillusioned are people with its effectiveness?
• Do flyers have different opinions to non-flyers over carbon offsetting?
• How do opinions differ between Climate Citizens, Mild Greens, and Sceptics & Uninvolved? What is the demographic profile of those who are more likely to think highly of carbon offsetting?
• How much do people recognise various carbon offset companies?
• Do airlines and supermarkets have a more negative reputation in England than Canada or the USA?
• Given the development of the tar sands, are Canadians concerned about the oil companies?
• Do coal companies have a negative reputation in America?

Quote:
…. There is virtually no spontaneous disapproval of coal companies, or the coal industry, for their stance/action on climate change ….

 

1.0 Introduction 3
1.1 Key Insights 16
1.2 Methodology 27

2.0 Report Results 29
2.1 Cluster Analysis 30

3.0 Canada Data 38
3.1 Attitudes towards carbon offsets 40
3.2 Attitudes towards carbon offsets by flight behaviour 45
3.3 Attitudes towards carbon offsets: Index Profiles 51
3.4 Recognition of carbon offset related organisations 55
3.5 Business reputations about climate change 60

4.0 England Data 69
4.1 Attitudes towards carbon offsets 71
4.2 Attitudes towards carbon offsets by flight behaviour 76
4.3 Attitudes towards carbon offsets: Index Profiles 82
4.4 Recognition of carbon offset related organisations 86
4.5 Business reputations about climate change 92

5.0 America Data 101
5.1 Attitudes towards carbon offsets 103
5.2 Attitudes towards carbon offsets by flight behaviour 108
5.3 Attitudes towards carbon offsets: Index Profiles 114
5.4 Recognition of carbon offset related organisations 118
5.5 Business reputations about climate change 124

6.0 Further Analysis 133

7.1 Survey Release Outline 137
7.2 Addendum 138