What do our respondents think about Earth Day?

Earth Day is an annual event to raise awareness of the importance of long-term ecological sustainability and to take the chance to honour the achievements of the environmental movement. Earth Day is celebrated throughout the world on April 22, or the day the vernal equinox occurs.

Every year a different theme is chosen. The theme for 2023 is ‘Invest in our Planet.’ Businesses, governments, and individuals are being encouraged to take greater responsibility for the Earth whilst highlighting the business sense and profitability which comes from investing in our planet.

Rakuten Insight has surveyed panellists from its proprietary panels in Asia and US to discover their attitudes towards the environment. Some of the key findings are:

There is almost universal support for Earth Day

There is a lot of support for Earth Day across generations, with 4 in 5 respondents stating they will participate or consider participating in Earth Day activities.

The younger generation leads the way

The younger generation is more environmentally aware, with 1 in 3 Gen Z & Millennials planning to participate in Earth Day activities, in contrast with Gen X (28%) and Baby Boomers (16%).

Actions speak louder than words

Actions are important, with 1 in 2 participants recycling. However, ingrained habitual environmental actions such as turning out the lights (67%), reducing food waste (56%), and recycling (52%) are ranked highest. This indicates that no new actions are top of mind – are more new initiatives required to change the game?

From our survey, there is some good news, with high interest and motivation across generations and the younger generations leading the way, which can provide a lot of hope. However, there is still much work needed from all of us and business leaders, government, and consumers all need to invest more of our time, money and efforts into our planet. Happy Earth Day!

Survey Details
Target: 16+ years old in China, Hong Kong, India, Indonesia, Malaysia, Philippines, Singapore, South Korea, Thailand, Taiwan, Vietnam, and the United States.
Sample Size: 113,400 across all markets
Methodology: Online Survey among Rakuten Insight proprietary panels
Timing: 13 – 20th April 2023

Related articles: Environmental Concerns Get Personal in AsiaAsian Cities Turn off the Lights for Earth Hour, Environmental Responsibility during and post-pandemic

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