The document discusses Belgian consumers' attitudes and behaviors related to environmental protection and energy savings. It finds that while most consumers want to reduce their energy usage and are taking some daily actions like using energy saving light bulbs, they need more information on options and financial incentives to adopt more significant long-term solutions. Consumers express interest in learning more through various awareness campaigns using television, websites, magazines and other media.

1. December 2010

2. FACT : good insights, better value
• Online surveys (3 to 4 per year)
• National universe; total 18-54 years or PRP 18-54
• 1.000 or 2.000 interviews
• Consumers’ behaviours and their evolution
• Current events or specific themes
• Solutions of communication and strategies of means
• New or complementary figures

3. Good things are in store for you !
Impact of the Banks &
crisis on financial
spending products
2009 September October
ISDR
In-store Specialized
decision rate stores
2010 May July August September
Post- Ecology &
recession energy
consumer savings
Keen on green !

4. Contents
 Do we suffer from green « fatigue » ?
 You said « ambivalent » attitudes ?
 Ecology is more and more attractive !
 Fill up with information, please !
 Are all ecologists equal ?
 Let‟s talk with eco-consumers !
 Conclusions

5. Do we suffer from
green « fatigue » ?

6. “Eco-scepticism” will not pass !
CITIZENS &
CONSUMERS
Awareness &
COMPANIES mobilization !
Sustainable
development
is obvious
POLITICIANS
Too many words, 750.000 Belgian
not enough families participated
actions ! in 2010
(500.000 in 2009)
DETRACTORS &
SCIENTISTS
Questioning of the
global warming

7. God save the green !
I try to make my personal
contribution to the safeguard of… 88%
Our consumption exhausts the
resources of the planet 82%
It belongs in companies, more than
in citizens, to save energy and to 63%
take measures to...
I pay attention to brands that are
making efforts for environmental 54%
protection
Environmental protection and energy
savings are arguments of sale 42%
My personal habits do not carry a big
damage to the environment 40%
I think that this debate around the
environmental protection and energy 23%
savings is exaggerated
National universe ; 18-54 years ; July 2010 ; % strongly agree + % rather agree

8. You said « ambivalent
attitudes » ?

9. Consumers have the energy to save energy !
Consumption behaviours
Belgians are
among the biggest 19% 25%
21%
consumers of energy 9%
10% 10%
in Europe but…
69% 63% 59%
have begun intend
to reduce their to reduce their
consumption consumption
find it impossible
to reduce their don’t know Electricity Water Heating
consumption
60% to 70%
intend to reduce even more
their consumption
in the next months
National universe ; 18-54 years ; July 2010

10. Eco-consumers are on the move !
DAILY DAILY
HABITS NEW means HABITS
Means used which will be
during the last 95% used during the 42%
12 months consumers consumers
(at least one next 12 months (at least one
means) means)
6 means / 1 means /
96% individual 75% individual
consumers consumers
(at least one 10 tested items (at least one 10 tested items
means) means)
9 means / 3 means /
individual CONCRETE individual CONCRETE
ACTIONS ACTIONS
86% 65%
consumers consumers
(at least one (at least one
means) means)
3 means / 2 means /
individual individual
11 tested items 11 tested items
National universe ; 18-54 years ; July 2010 ; means used to reduce energy expenditures

11. From simple actions today…
During the last
12 months
Use of energy saving lamps 76%
Turn off lamps more often 73%
Stop letting run the water 71%
Swich off devices 64%
Dry clothes outside 64%
Use of economical washing programs 63%
Reduce heating 54%
Use the night rate 54%
Maintenance of the boiler 50% Daily habit
Buy energy saving appliances 49% Action
National universe ; 18-54 years ; July 2010 ; means used to reduce energy expenditures (top 10) ; last 12 months

12. “Daily habits” today…
Energy saving lamps 76%
Turn off lamps more often 73%
Stop letting run the water 71%
Switch off devices 64%
Dry clothes outside 64%
Economical washing
programs 63%
Reduce heating 54%
Use the night rate 54%
Reduce bulbs 37%
Reduce baths of washing 35% Last 12 months
July 2010 ;18-54 years ; national universe ; means used to reduce energy expenditures (last 12 months)

13. “Actions” today…
Maintenance of the boiler 50%
Buy energy saving
appliances 49%
Better heating control 40%
Recycle rainingwater 35%
Insulation works 33%
Buy a new boiler 19%
Altenative heating 19%
Change of supplier 17%
Conduct energy audit 12%
Install solar panels 8%
Last 12 months
July 2010 ; 18-54 years ; national universe ; means used to reduce energy expenditures (last 12 months)

14. …to more sophisticated means tomorrow !
During the next
12 months
Buy energy saving appliances 23%
Change of supplier 21%
Achieve insulation works 21%
Conduct energy audit 19%
Install solar panels 18%
Buy a new boiler 16%
Recycle rainingwater 16%
Use of energy saving lamps 15%
Alternative heating 15% Daily habit
Maintenance of the boiler 13% Action
National universe ; 18-54 years ; July 2010 ; means used to reduce energy expenditures (top 10) ; next 12 months

15. “Daily habits” today & tomorrow…
Energy saving lamps 76% 15%
Turn off lamps more oftn 73% 7%
Stop letting run the water 71% 6%
Switch off devices 64% 11%
Dry clothes outside 64% 9%
Economical washing
programs 63% 7%
Reduce heating 54% 10%
Use the night rate 54% 9%
Reduce bulbs 37% 9%
Last 12 months
Reduce baths of washing 35% 10% Next 12 months
July 2010 ;18-54 years ; national universe ; means used to reduce energy expenditures

16. “Actions” today & tomorrow…
Buy energy saving
appliances 49% 23%
Maintenance of the boiler 50% 13%
Insulation works 33% 21%
Recycle rainingwater 35% 16%
Better heating control 40% 11%
Change of supplier 17% 21%
Buy a new boiler 19% 16%
Altenative heating 19% 15%
Conduct energy audit 12% 19%
Last 12 months
Install solar panels 8% 18% Next 12 months
July 2010 ; 18-54 years ; national universe ; means used to reduce energy expenditures

17. Drivers set more limits to ecology !
I reduce my car journeys
as much as possible 64%
I'm in favour of the small models
which are less polluting 59%
I appreciate brands that invest in
manufacturing more ecological 59%
models
I use as much as possible other
means of transport 48%
I prefer petrol engines to diesel
engines 32%
I'm ready to pay more for
a "greener" car 30%
I try to put car sharing into practice 21%
National universe ; 18-54 years ; July 2010 ; % strongly agree + % rather agree

18. Drivers are less “aware” !
I know the fuel
consumption of my car 84%
I know the CO2
emission of my car 37%
National universe ; 18-54 years ; main drivers ; July 2010

19. Ecology is
more and more
attractive !

20. Consumers under pressure
86% pay attention to 83%
78%
their energy consumption
because of the crisis
25 38
51%
22
31
29
19
7% 10%
9% 3% 22 5% 6%
16
10
Heating oil Water, gas, electricity Fuel car
Prices Prices Prices increased Prices increased Prices increased
decreased remained stable slightly moderately strongly
National universe ; 18-54 years ; July 2010 ; perception of the evolution of the costs during the last past year

21. Drivers worry about their wallet !
Purchase of a new car
Comparison of
Search for brands or Give up one‟s
information models favourite car
Fuel consumption 76% 75% 66%
Financial benefits 74% 69% 79% (!)
« clean » vehicle
CO2 emission 52% 49% 39%
Particles filter 38% 32% 25%
diesel engine
(!) depends on price & benefit
National universe ; Main drivers ; 18-54 years ; July 2010 ; criteria considered when purchasing a new car

22. Which bonus for a « clean » vehicle ?
« I am ready to give up
my favorite model/brand
if the financial benefit
represents… »
36%
24%
21%
14%
5%
250-500 € 500-1.000€ 1.000-3.000€ > 3.000€ I don't give up
National universe ; main drivers ; 18-54 years ; July 2010

23. Bonus doesn‟t interest drivers of big cars
Total 21%
> 40.000€ 53%
30.000-39.000€ 31%
25.000-29.999€ 44%
Price of new car
20.000-24.999€ 20%
17.500-19.999€ 20%
« I would not give up
15.000-17.499€ 16% my favourite car
12.500-14.999€ 20% whatever the financial
10.000-12.499 € 13% benefit… »
< 10.000€ 19%
National universe ; main drivers ; 18-54 years ; July 2010

24. Fill up with
information,
please !

25. What could make me change my habits ?
Ex : standards for heat
RULES 54% insulation, certificate of
energy performance, …
EXTRA-LEGAL 67% Ex : « eco-chèques », …
Ex : specific services such as
INFORMATION 70% brochures, information
offices, websites, ...
Ex : bonus or allowance, tax
PROFIT 90% reduction, …
National universe ; 18-54 years ; July 2010 ; measures to encourage new habits ; % strongly convincing + % rather
convincing

26. Responsible consumption : we want to know !
62% 60%
searched for information will search for information
during the last during the next
12 months 12 months
Websites Websites
52% 44%
Favourite in the future
Brochures Brochures
Used in the past
39% 31%
Magazines (authorities or companies) Magazines (authorities or companies)
29% 24%
Exhibitions « Guichets de l’énergie » (South only)
18% 24%
« Guichets de l’énergie » (South only) Exhibitions
17% 16%
National universe ; 18-54 years ; July 2010 ; means of information about responsible energy consumption

27. Awareness campaigns : we want more !
Energy saving equipments, bonus from
public authorities, rules… evolve all the
time; it's useful to be continuously informed 82%
by campaigns in the media
It's useful to relaunch regularly awareness
campaigns about environmental protection
& energy savings; we quickly forget good 80%
behaviours and we return easily to our
former habits
Awareness campaigns are not varied
enough; they do not inform us about the
wide range of possible solutions for 65%
environmental protection & energy savings
Awareness campaigns are not clear
enough; we do not always understand very 52%
well what we hear
Awareness campaigns are too numerous &
we are now sufficiently informed about the
risks for the planet, the measures for 30%
environmental protection and the methods
to reduce energy consumption
National universe ; 18-54 years ; July 2010 ; % strongly agree + % rather agree

28. Awareness campaigns : we want more !
It's useful to be
continuously
informed by
campaigns in the
media
82%
30%
30%
Awareness
campaigns are too
numerous, we are
now sufficiently
informed
July 2010 ; 18-54 years ; national universe ; % strongly agree + rather agree

29. Awareness campaigns : which message ?
65%
July 2010 ; 18-54 years ; national universe ; % strongly agree + rather agree

30. Awareness campaigns : which media ?
RECALL PREFERED MEDIA
LAST 12 MONTHS TOP 3
television 64% television 63%
websites 50% websites 49%
magazines 43% dailies 37%
folders 42% folders 35%
dailies 41% radio 28%
radio 35% mag. 28%
freesheets 31% freesheets 26%
direct mail 19% direct mail 20%
outdoor 17% outdoor 14%
2% cinema 2% cinema
July 2010 ; 18-54 years ; national universe ; advertising campaigns about responsible energy consumption

31. Drivers are also seeking information !
Hybrid cars are a solution
for the future to protect 57%
the environment
We are not enough
informed about "green 59%
cars" that already exist
National universe ; 18-54 years ; July 2010 ; % strongly agree + % rather agree

32. Are all
« ecologists»
equal ?

33. How do you feel « green » ?
61% 77%
25%
22%
16%
14% 13%
10%
Green Green Green Green Green Green
leader pragmatic minded observer insensible detractor
July 2010 ; 18-54 years ; national universe

34. How do you feel « green » ?
G. leader G. pragmatic G. minded G. observer G. insensible G. detractor
Profondes Concerné Adhésion aux Reconnaît les Indifférent Ecologie remise
convictions idées « vertes » danger que nos en question
habitudes font
courir à la planète
Engagé et Démarche Davantage un état Implication plus Sa consommation
responsable guidée par la d’esprit que des faible personnelle ne
volonté de actions porte pas
réaliser des quotidiennes préjudice à la
économies planète
Prêt à modifier Fait preuve de Quelques gestes Ne remet pas N’est prêt à aucun
ses habitudes et rigueur mais est accomplis au sa façon de renoncement au
à dépenser plus ouvert à la quotidien mais vivre en cause, nom de l’écologie
pour contribuer à dépense en cas pas de vision à ne change pas
la sauvegarde de de profit à long long terme ses habitudes
la planète terme
Très attentif aux Prête fortement Apprécie les Moins d’intérêt Imperméable Agacé par le
marques qui attention aux marques qui pour les aux infos débat autour de
réalisent des marques réalisent des campagnes de relatives à l’écologie
efforts en « vertes » efforts sans les sensibilisation l’écologie
matière rechercher à tout
d’écologie prix

35. Eco-clusters and some attitudes...
Our consumption Personal Pay attention to Invest now in
exhausts the contribution to the brands that are energy savings
resources of the safeguard of the making efforts for equipment 
planet planet environmental expenses will
protection decline later
40,0%
30,0%
20,0%
10,0%
0,0%
-10,0%
-20,0%
-30,0%
Avg = 82% Avg = 88% Avg = 54% Avg = 72%
-40,0%
Green leader Green pragmatic Green minded
Green observer Green insensible Green detractor
July 2010 ; 18-54 years ; national universe

36. Eco-clusters and media campaigns…
30%
« Good behaviours » 20%
quickly forgotten 10%
0%
 need for regular -10%
campaigns -20%
-30%
(avg = 80%) -40%
-50%
30%
Equipments, rules,… 20%
evolve all the time 10%
0%
 need for continuous -10%
information -20%
-30%
(avg = 82%) -40%
-50%
Green detractor
July 2010 ; 18-54 years ; national universe

37. Eco-clusters and the car...
I reduce my car I prefer small Hybrid cars are I‟m ready to pay I appreciate
40,0 journeys as models which a solution for the more for a brands that invest
much as are less polluting future „greener‟ car in more ecological
possible models
30,0
20,0
10,0
0,0
-10,0
-20,0
-30,0
Avg = 64% Avg = 59% Avg = 57% Avg = 30% Avg = 59%
-40,0
Green leader Green pragmatic Green minded Green observer Green insensible Green detractor
July 2010, 18-54 years National universe

38. Who are those « green minded » ?
Sex Education Soc. groups
10% 5% 10% 10% 9% 10%
14%
14%
13% 13% 14% 14% 12%
13%
16% 19% 11% 12%
12% 21% 23% detractor
Green sceptic
26% 24% Green insensible
22% 24% 21%
18% 19% Green observer
Green minded
25% 26% 26% 24% 25% Green pragmatic
23% 25%
Green leader
14% 13% 15% 13% 16% 16% 12%
Men Women Low High SG 1-4 SG 5-8
61% 60% 62% 57% 66% 65% 56%
July 2010, 18-54 years National universe

39. Who does pay attention to brand promises ?
SG5-8 100
SG1-4
I‟m ready
to pay more
for products from 75
socially responsible…
114
I‟m ready
to pay more 71
for durable products
117
70 80 90 100 110 120
National universe ; 18-54 years ; March 2010

40. Conclusions
 The Belgians have the
« green attitude »
 Actions now join the thought !
 Consumers are on high alert !
 Crisis, evolution of the energy bill, …
 Consumers are receptive to information !
 They will reduce costs & consumption
 It‟s time to hammer new habits into them !

41. Ecology : more than
a fashion !