Carbon offsets and business reputations

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?