Pulse Legacy Archive March / April 2013 | Seite 14

PULSE POINTS National Geographic Society’s Greendex Research Reveals Global Consumers’ Green Behaviors F indings of the National Geographic Society’s (NGS) fourth annual Greendex 2012: Consumer Choice and the Environment—A Worldwide Tracking Survey reveal that consumers from emerging nations are among the most conscious about the environment. According to the NGS study conducted by GlobeScan— which surveyed 1,000 consumers in each 17 developed and developing countries around the world—consumers from BRIC (Brazil, Russia, India, China) nations, as well as Mexico, Argentina and South Korea, top the survey as the most concerned about the environment and its impact on health. Some key findings of the research include: On Consumer Goods l l l Mexican and Argentinean consumers are the most likely to agree that eco-friendly product premiums are worth it, but those in Russia remain less convinced. Canadian, British, German, and Australian consumers are among the most likely to report that they recycle materials frequently. Avoiding products that are not earth-friendly, and buying green products, remain most common in Brazil. British and Japanese consumers remain the least likely to purchase green products. On Personal Empowerment l While consumers in developing countries felt the most guilt over their own environmental impact, they also felt the least empowered to do something about it. Respondents in Brazil (38 percent), India (42 percent) and China (53 percent) believe that “there is very little individuals can do about [environmental issues].” Russia (66 percent) ranked as the least empowered. 12 PULSE n March/April 2013 The study’s findings regarding personal empowerment are very revealing. The spa industry can rise to the challenge and help empower society to make an impact for the good of the environment. Involve your community of spa-goers by encouraging them to take part in your green initiatives. Education can also go a long way; teach your clients sustainable practices by setting the example (e.g. recycle spa product packaging or adopt a water filtration system instead of offering bottled water).