Released on: January 28, 2008, 2:42 am

Press Release Author: Propeller Communications

Industry: Advertising

Press Release Summary: London based advertising agency publishes research on
behaviour amid rising concern over climate change.

Press Release Body: London - Monday 28 January 2008 - Recycling has topped a poll as
the most popular way to help reduce the impact of climate change, research by
advertising agency Euro RSCG London has revealed.

Euro RSCG London - the creative agency behind the new EDF Energy ad made only by
using recycled clips - surveyed 1000 adults nationwide to reveal that 74 per cent of
the population claim to have changed their behaviour in the last year to become more
environmentally friendly.

Recycling tops the list with 90 per cent of those who have changed their behaviour
claiming to recycle their plastic, glass, paper and tin more than they did a year
ago. Second to recycling is simply switching off electrical appliances more often
(81%) while 77 per cent claimed they now invest in energy efficient light bulbs more
than they did a year ago.

Top 10 of environmentally friendly actions:

(Action and % claiming to do more than a year ago)
1. Recycling - 90 %
2. Switch off electrical appliances more - 81%
3. Bought energy efficient light bulbs - 77%
4. Have the central heating on at a lower level / switch it on less - 62%
5. Used less water - 52%
6. Walk more - 47%
7. Look at where food products come from - 38%
8. Drive the car less - 33%
9. Look at how products are made - 27%
10. Take fewer international flights - 16%

Base: Those who have changed behaviour

Local councils\' moves to encourage recycling have played a major part in behavioural
shifts - nearly half of those who recycled more in the last year said that Local
Council schemes made them act. In many cases, fear of being seen to not be green or
fear of punishment prompted the behaviour shift, not just a desire to recycle. This
highlights that government and social pressure are influential in driving green
behaviour, not simply altruism.

Another reason for behavioural shifts is to save money. Consumers admit to using
less electricity and water to lower bills, and are also motivated by incentives
offered by large companies such as Tesco who offer extra loyalty points for
environmentally friendly behaviour including the recycling of plastic carrier bags.


Actions that ranked further down the list include the offsetting of carbon emissions
and buying a hybrid car, which would cost individuals more in terms of money and
effort.

Euro RSCG London Chief Strategy Officer Russ Lidstone said:

"This research reveals that while people from all walks of life now see climate
change as one of the key challenges that they face, for many the motivation to
reduce their environmental impact is directly related to cost savings - or local
councils prompting them into action, for example on recycling."


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About EURO RSCG:

Euro RSCG London is a top ten UK advertising agency with a client roster including
Citroën, Evian, Kraft, News Group Newspapers, Peugeot and Reckitt Benckiser. Euro
RSCG London is part of Euro RSCG Worldwide, a leading integrated marketing
communications agency made up of 233 offices located in 77 countries throughout
Europe, North America, Latin America and Asia Pacific.

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Web Site: http://

Contact Details: Georgina Lipscomb / Gemma Dunbar
Propeller Communications
2nd Floor, Royalty House
72 - 74, Dean Street
London W1D 3SG
T: 020 7437 3353/07737 388414
E: firstname.surname@propellercom.com