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The value structure in America has more common roots than the headlines would have you believe.
Americans believe…
...that we all deserve a clean planet.
- 76% of respondents agree, "People have a right to clean air and water."
- 70% agree, "We have a moral duty to leave the earth in as good or better shape than we found it."
- 65% agree, "Working to try to prevent environmental damage for the future is really part of being a good parent."
Americans believe…
…there’s a big problem happening with our environment.
- 65% said they agree that global warming, or climate change, is occurring and it is primarily caused by human activity.
Americans believe…
…everyone bears responsibility for fixing environmental problems.
- 88% agree the average person should be taking concrete steps to reduce his or her environmental impact.
- 78% said they feel at least moderately responsible to change daily purchase habits and practices to positively impact the environment.
Words that unite:
The words “Science,” “Conservation” and “Sustainability” all receive not only a high number of positive scores, but a negligible number of negative scores.
Words that divide:
In comparison, the terms “Environmental Stewardship,” “Regulation” and “Carbon Footprint” are clearly more divisive than unifying.
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We share the wealth of insights based on our proprietary research.
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