Earth Day: DDB Life Style Study® Uncovers That Millennials Are Not Really "Greener" Than Boomers

NEW YORK, April 22, 2013 /PRNewswire/ -- Today marks the 43^rd annual Earth Day, a day devoted to increasing environmental awareness and inspiring more sustainable attitudes toward conserving the planet. Yet, while there is a pervasive trend of consumers feeling that protecting the environment is very important, the DDB Life Style Study® reveals that even though attitudinal concerns about the environment are high, reported "green" behavior levels lag. Most are not willing to choose the environment over their wallets or quality of life.

In the past year, reports have indicated that Americans are more concerned about economic growth than they are about the environment. However, this does not mean that people in the US are not aware of environmental issues and trying to do their part to live more responsibly.

When surveyed on the topic, 83% of American adults say that protecting the world's ecosystems is important, 85% say that recycling is important, 73% say that reducing the use of packaging is important, and 72% say that whether a business ensures that its practices have minimal social/environmental impact is important. In fact, whether a business is as efficient as possible in its energy use is important to 75% of Americans and whether business's buildings are as "green" as possible is important to 63% of Americans. 

While 61% of American adults say they make a strong effort to recycle everything they possibly can, and an equal number claim they always separate the recyclables from the rest of the trash, only 51% use a reusable grocery bag as much as possible, and 49% say they use a refillable water bottle when they drink water outside of the home. 

Unfortunately, when push comes to shove, most Americans are not willing to spend more to support environmental concerns. Only 43% would pay more for an environmentally safe version of a product, only 37% would be willing to accept a lower standard of living to conserve energy, and only 43% make a special effort to buy from businesses that are environmentally conscious. 

"Interestingly enough, despite the belief that the Millennial generation is particularly passionate about environmental issues, there are few, if any, differences in their level of concern about the environment or the importance they place on responsible behavior versus the Boomer generation," says Denise Delahorne, SVP/Group Strategy Director at DDB US. In fact, Boomers are significantly more likely than Millennials to say they make a strong effort to recycle everything they possibly can (66% v. 53%), separate the recyclables from the rest of the trash (64% v. 53%), and use reusable grocery bags as much as possible (54% v. 46%). 

While Millennials have some catching up to do on the recycling front, they can be commended for two behaviors where they outpace Boomers. Millennials are significantly more likely than Boomers to say they use a refillable water bottle when they drink water outside of the home (54% v. 46%) and they are much more likely to say they own a hybrid car (8% v. 4%) or electric car (7% v. 1%).

*significant difference between groups

The DDB Life Style Study® is the nation's longest running and largest longitudinal study of attitudes and behaviors. Conducted annually since 1975, the sample is balanced to the US Census on gender, age and race. This proprietary survey, with its 600+ questions, enables DDB to provide exceptional insight into American consumer attitudes and behaviors. The 2013 study was fielded among 6,429 respondents during January 2013. ©2013 DDB Worldwide Communications Group Inc.

About DDB

DDB Worldwide (www.ddb.com) is one of the world's largest and most awarded advertising and marketing networks. In 2012, DDB was named Advertising Network of the Year by Campaign, as well as Agency of the Year and Digital Agency of the Year by Strategy magazine. At the prestigious 2012 Cannes International Festival of Creativity, DDB won 82 Lions, the most ever for the network. In addition, The Gunn Report has listed DDB as one of the Top 3 Global Networks for the last 12 years. The agency's clients include Volkswagen, McDonald's, Unilever, Mars, Johnson & Johnson, and Exxon Mobil, among others.

Founded in 1949, DDB is part of the Omnicom Group (NYSE) and consists of more than 200 offices in over 90 countries with its flagship office in New York, NY.

About Omnicom Group Inc.

Omnicom Group Inc. (NYSE-OMC) is a leading global marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.

For further information on Omnicom and its brands, please visit www.omnicomgroup.com

Contact

Christie Giera
Director of Corporate Communications and North American Public Relations, DDB
Direct: 212.415.2186
Email: [email protected]

SOURCE DDB Worldwide