Compiling 12,000 interviews, HSBC has released the 2008 Climate Confidence Reporter, and even with the recent distress of the global financial crisis, there is strong data to show that the vast majority of people are concerned about the environment.

Focusing around three issues (global leadership, direct action, and A simple ‘fair sharing’ of global reductions), the data offers a view that is both concerning and encouraging.

Concerning:

In most developed markets, consumers think individuals are being asked to play too great a role, while emerging markets think that individuals should be doing more.

REALLY CONCERNING

Across the nine markets covered in both 2007 and 2008, the proportion of people who say they are willing to:
• make changes to their lifestyle to help reduce climate change has fallen from 58% to 47% (top two boxes on a seven-point scale)
• spend extra time has decreased from 45% to 37%
• spend extra money has dropped from 28% to 20%.

Encouraging:

The majority of people surveyed (78%) want their own country to take on at least its ‘fair share’ of carbon dioxide emission reductions, in proportion to their current share of global emissions.

In reading this document, I keep coming back to something that I have been seeing for a while, which is that greenwashing within the corporate, NGO, and regulatory agencies mixed with the shock and awe messages that are put in front of us every day are actually having a negative impact.

First, it is creating apathy. Al Gore’s drowning poar bears, while initially very usefu in highlighting the issue of global change and the need to act, has begun to create a very apathetic “I can’t do anything about it attitude”

Second, with too few corporations or agencies building programs with long term impact and sustainability, few results can be seen.  We (particularly in China) are barraged on a daily basis by tree plantings, semi-enforced policies, and other announcements that simply reduce the long term credibility of those involved and further exacerbate the first point

Third, with 2 cleantech conferences behind me and a lot of other luncheons/ events, I am beginning to see that what is popular is not necessarily the most needed.  venture capitalists talk about PV silicon pricing, the distance of a plug in electric car, and the CDM potential for wind farms.  they are not looking at building materials, they are not looking at agricultural process, they are not trying to tie the impact of “greener investments” to improved health or air quality

Fourth, little emphasis is being place on true cradle to cradle design.  In all my time going to events I have never seen an industrial designer on stage, much less members from the entire supply chain speaking together about the impact they each have on each other- which would allow members to learn from each other.  Instead, the focus is still on the third R – recycle.

Fourth, no one is willing to discuss the role of citizens and consumers in this.  There is little role for consumer responsibility in the picture, and how one’s own consumption patterns drive a lot of the issues for good or bad.  We are told that increased biofuel is causing food inflation, but no one looks at the fact that we are driving 100 miles to work.

Finally, in the end, this cycle is creating a feeling among citizens that governments and corporations need to do more.  Governments want to work with NGOs, want to put corporations in the hot seat, and fear turning away from consumerism.

We need to overcome these hurdles for their to be a change.

We need true platforms and programs rather than greenwashed campaigns and one off events.

We need honest discussions about the role of populations, consumers, and resource usage

We need to get past solar and wind technologies, and find a way to include building materials, agriculture, and water into the portfolio at a much higher level

We need to stop reacting only to the pressure of customers and investors, and start planning for the needs of 6+ billion citizens.

and we need to get started right away.