Welcome!

News Feed Item

Earth Day 2014: In Our Multicultural Society, Asians Are Most "Green"

NEW YORK, April 22, 2014 /PRNewswire/ -- In celebration of the 44th annual Earth Day, DDB Worldwide today announced findings from the 2014 DDB Life Style Study® (LSS), which indicates that across both attitudinal and behavioral measures, race is one of the best predictors of "green" living. The LSS survey compares U.S. adults from among four racial groups – those who identify as White, Black, Hispanic, or Asian – and reveals that by a significant measure, Asians show the highest levels of agreement with stated beliefs and intentions about doing the right thing for the environment. 

According to the DDB Life Style Study data, over 75% of U.S. Asian adults agree that recycling is important and that they make a strong effort to recycle everything they possibly can. In addition, 62% of U.S. Asian adults say they use a refillable water bottle when they drink water outside of the home, compared with only 52% of U.S. White adults. 

Asian adults are willing to pay more for an environmentally safe version of a product than White adults (57% vs. 44%). They are also significantly more likely to make a special effort to buy from businesses that are environmentally conscious than any other racial group, with 54% of Asians doing so, versus 36% of Whites, 43% of Blacks, and 46% of Hispanics. Furthermore, they are much more likely than other racial groups to admit that a business's social or environmental practices are important to them (59% vs. 50% for Whites and Hispanics and 48% for Blacks).

Finally, when it comes to deciding what's best for the environment over what's best for the individual, 60% of U.S. Asians say they would be willing to accept a lower standard of living to conserve energy.  Only 50% of U.S. Hispanics, 46% of U.S. Blacks, and 41% of U.S. Whites are willing to make the same sacrifice.

Denise Delahorne, SVP/Group Strategy Director of DDB U.S., commented, "It's important to consider another demographic variable that influences these results, and that is education. U.S. Asians are much more likely than other racial groups in the United States to be college educated."

The study finds distinct differences between those who have completed college and those who have not when comparing green attitudes and behaviors across highest levels of education completed.

Nelson Mandela said, "Education is the most powerful weapon which you can use to change the world." Earth Day is a good time to remember that it can also save the planet.

RACE

White

Black

Hispanic

Asian

SAMPLE SIZE

4,749

816

989

330

I would pay more for an environmentally safe version of a product

44%

53%

51%

57%

I make a strong effort to recycle everything I possibly can

67%

61%

72%

78%

I use a refillable water bottle when I drink water outside of the home

52%

51%

58%

62%

I make a special effort to buy from businesses that are environmentally conscious

36%

43%

46%

54%

I would be willing to accept a lower standard of living to conserve energy

41%

46%

50%

60%

How important is this issue to you? Recycling

71%

65%

71%

76%

How important is this issue to you? Whether a business ensures that its practices have minimal social/environmental impact

50%

48%

50%

59%

HIGHEST LEVEL OF EDUCATION COMPLETED  

 

High School

Bachelor's Degree

 

Post Graduate  

SAMPLE SIZE

 

1,727

1,786

 

878

I would pay more for an environmentally safe version of a product

42%

52%

51%

I make a strong effort to recycle everything I possibly can

62%

74%

71%

I use a refillable water bottle when I drink water outside of the home

49%

58%

55%

I make a special effort to buy from businesses that are environmentally conscious

35%

44%

44%

I would be willing to accept a lower standard of living to conserve energy

46%

44%

44%

How important is this issue to you? Recycling

64%

76%

74%

How important is this issue to you? Whether a business ensures that its practices have minimal social/environmental impact

42%

56%

57%

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 U.S. 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 2014 study was fielded among 7,020 respondents during January 2014. ©2014 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 2013 Cannes International Festival of Creativity, DDB won 93 Lions, the most ever for the network. In addition, The Gunn Report has listed DDB as one of the Top 3 Global Networks for 12 of the last 15 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.

Contact: 
Christie Giera 
Director of Corporate Communications and North American Public Relations, DDB Worldwide 
Email: [email protected] 
Office: 212-415-2186

SOURCE DDB Worldwide

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
Enterprise IT has been in the era of Hybrid Cloud for some time now. But it seems most conversations about Hybrid are focused on integrating AWS, Microsoft Azure, or Google ECM into existing on-premises systems. Where is all the Private Cloud? What do technology providers need to do to make their offerings more compelling? How should enterprise IT executives and buyers define their focus, needs, and roadmap, and communicate that clearly to the providers?
SYS-CON Events announced today that Commvault, a global leader in enterprise data protection and information management, has been named “Bronze Sponsor” of SYS-CON's 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Commvault is a leading provider of data protection and information management solutions, helping companies worldwide activate their data to drive more value and business insight and to transform moder...
Much of the value of DevOps comes from a (renewed) focus on measurement, sharing, and continuous feedback loops. In increasingly complex DevOps workflows and environments, and especially in larger, regulated, or more crystallized organizations, these core concepts become even more critical. In his session at @DevOpsSummit at 18th Cloud Expo, Andi Mann, Chief Technology Advocate at Splunk, showed how, by focusing on 'metrics that matter,' you can provide objective, transparent, and meaningful f...
Fifty billion connected devices and still no winning protocols standards. HTTP, WebSockets, MQTT, and CoAP seem to be leading in the IoT protocol race at the moment but many more protocols are getting introduced on a regular basis. Each protocol has its pros and cons depending on the nature of the communications. Does there really need to be only one protocol to rule them all? Of course not. In his session at @ThingsExpo, Chris Matthieu, co-founder and CTO of Octoblu, walk you through how Oct...
The Internet of Things can drive efficiency for airlines and airports. In their session at @ThingsExpo, Shyam Varan Nath, Principal Architect with GE, and Sudip Majumder, senior director of development at Oracle, will discuss the technical details of the connected airline baggage and related social media solutions. These IoT applications will enhance travelers' journey experience and drive efficiency for the airlines and the airports. The session will include a working demo and a technical d...
There is little doubt that Big Data solutions will have an increasing role in the Enterprise IT mainstream over time. Big Data at Cloud Expo - to be held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA - has announced its Call for Papers is open. Cloud computing is being adopted in one form or another by 94% of enterprises today. Tens of billions of new devices are being connected to The Internet of Things. And Big Data is driving this bus. An exponential increase is...
Digital innovation is the next big wave of business transformation based on digital technologies of which IoT and Big Data are key components, For example: Business boundary innovation is a challenge to excavate third-party business value using IoT and BigData, like Nest Business structure innovation may propose re-building business structure from scratch, as Uber does in the taxicab industry The social model innovation is also a big challenge to the new social architecture with the design fr...
In his keynote at 18th Cloud Expo, Andrew Keys, Co-Founder of ConsenSys Enterprise, provided an overview of the evolution of the Internet and the Database and the future of their combination – the Blockchain. Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life sett...
The many IoT deployments around the world are busy integrating smart devices and sensors into their enterprise IT infrastructures. Yet all of this technology – and there are an amazing number of choices – is of no use without the software to gather, communicate, and analyze the new data flows. Without software, there is no IT. In this power panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists will look at the protocols that communicate data and the emerging data analy...
Creating replica copies to tolerate a certain number of failures is easy, but very expensive at cloud-scale. Conventional RAID has lower overhead, but it is limited in the number of failures it can tolerate. And the management is like herding cats (overseeing capacity, rebuilds, migrations, and degraded performance). Download Slide Deck: ▸ Here In his general session at 18th Cloud Expo, Scott Cleland, Senior Director of Product Marketing for the HGST Cloud Infrastructure Business Unit, discusse...
SYS-CON Events announced today that China Unicom will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. China United Network Communications Group Co. Ltd ("China Unicom") was officially established in 2009 on the basis of the merger of former China Netcom and former China Unicom. China Unicom mainly operates a full range of telecommunications services including mobile broadband (GSM, WCDMA, LTE F...
DevOps at Cloud Expo, taking place Nov 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 19th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long dev...
Data is an unusual currency; it is not restricted by the same transactional limitations as money or people. In fact, the more that you leverage your data across multiple business use cases, the more valuable it becomes to the organization. And the same can be said about the organization’s analytics. In his session at 19th Cloud Expo, Bill Schmarzo, CTO for the Big Data Practice at EMC, will introduce a methodology for capturing, enriching and sharing data (and analytics) across the organizati...
SYS-CON Events announced today that Tintri Inc., a leading producer of VM-aware storage (VAS) for virtualization and cloud environments, will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Tintri VM-aware storage is the simplest for virtualized applications and cloud. Organizations including GE, Toyota, United Healthcare, NASA and 6 of the Fortune 15 have said “No to LUNs.” With Tintri they mana...
SYS-CON Events announced today that ReadyTalk, a leading provider of online conferencing and webinar services, has been named Vendor Presentation Sponsor at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. ReadyTalk delivers audio and web conferencing services that inspire collaboration and enable the Future of Work for today’s increasingly digital and mobile workforce. By combining intuitive, innovative tec...