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Video: When It Comes To Sustainability, Germans Primarily Think Of Saving Energy
The Germans primarily associate the term “sustainability” with saving energy in the household. This is the result of a nationwide survey of the initiative Germany's Seal among 1000 consumers. For example, 32% of the survey participants stated that they primarily think of saving electricity when it comes to sustainability. Conservation of natural resources was the second most frequently named with 26%, followed by environmental protection with 21%. Only 3% of all respondents associate sustainability with fair working conditions.
The result of the survey shows that the conceptual understanding of the survey participants is mainly limited to the ecological dimension of sustainability. Adolescents and young adults in particular can do little or nothing with the complexity of the term “sustainability”.
Sustainability must be a necessary self-image
"Responsible action is not goodwill, especially with regard to future generations, but rather a necessary self-image," explains Sven Lilienström, founder of the Germany Seal initiative. “Politics and business are challenged to integrate sustainability as a living self-image into people's everyday lives with educational work and convincing concepts. TV slogans such as 'And the more energy we use, the more we save', are not helpful in terms of resource scarcity and progressing climate change. Fortunately, at least according to our survey results, this advertising message does not seem to have reached the masses of consumers so far."
- Survey period: April 30, 2016 - May 21, 2016
- Population: German citizens between 15 and 75 years
- Sample size: n = 1,000 respondents
- Survey method: primary survey by personal survey in Berlin, Düsseldorf, Hamburg and Munich.
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