As Earth Day Approaches, the Majority of Americans Agree the Government Should Pay More Attention to the Environment, According to GfK MR


Source: Marketwire

Sentiment Is Consistent Across All Age Groups, From Boomers to Millennials

NEW YORK, NY -- (Marketwire) -- 04/13/11 -- As America prepares to celebrate the 41st birthday of Earth Day, three-quarters (75.2%) of U.S. adults believe that the government should pay more attention to environmental issues and nearly 64% say that global warming is a serious threat, according to the latest data from GfK MRI.

Two-thirds (65.5%) of adult consumers, meanwhile, disagree with the statement, 'People who are worried about the environment are overreacting.'

Some 20 million people celebrated the first Earth Day on April 22, 1970. The event grew out of a concern by Democratic Senator Gaylord Nelson of Wisconsin that while some activists were agitating to protect the wilderness and animals, no one was protesting the impact of industrial and other man-made pollution on the overall environment.

              Environmental Attitudes among American Consumers
                                                 Millennials GenXers   (b.
                             All    Men   Women   (b.1977-  (b.1965-  1946-
                                                    1994)     1976)   1964)
The government
 should pay    Total (000) 171,638 79,356 92,282   49,824    38,230  55,490
 more attention
 to            Percentage   75.2%  71.9%  78.3%     75.5%     76.4%   74.9%
Global warming Total (000) 145,493 64,994 80,499   43,713    32,411  45,926
 is a serious
 threat.       Percentage   63.8%  58.9%  68.3%     66.3%     64.7%   62.0%
People who are
 worried about Total (000) 149,360 66,412 82,948   41,622    34,018  50,458
 environment   Percentage   65.5%  60.2%  70.4%     63.1%     67.9%   68.1%
Source: GfK MRI Survey of the American Consumer, Fall 2010

Today, while women are slightly more likely than men to believe that the government should pay more attention to the environment, there is broad agreement with this sentiment across all of the major age groups. From Millennials to GenXers to Baby Boomers, approximately 75% of adults would like to see more government commitment to the environment.

'More than 1 billion people around the world are expected to take part in Earth Day related events on April 22nd,' said Anne Marie Kelly, SVP, Marketing & Strategic Planning at GfK MRI. 'Recent events like the nuclear power catastrophe in Japan will only serve to keep environmental issues in the forefront of consumer consciousness.'

About GfK MRI
GfK MRI has a singular goal: to provide the clearest and most detailed view of American consumers -- who they are, what they buy, how they think, and the best ways to reach them. Founded in 1979, GfK MRI is the country's leading provider of magazine audience ratings, multimedia research data and penetrating insights into consumers' behavior and motivations.

When conducting its national Survey of the American Consumer™, GfK MRI interviews approximately 26,000 U.S. adults in their homes each year, asking about their use of media, their consumption of more than 6,000 products in 550 categories, their lifestyles and their attitudes. Because these interviews are structured as an area probability study, the results are projectable to the entire U.S. adult population. The Survey also serves as a foundation for an array of innovative GfK MRI research products that answer the market's need for granular, cross-media and consumer-focused information.

GfK MRI is part of The GfK Group, based in Nuremberg, Germany. The Group delivers a range of information and consultancy services in three business sectors: Custom Research, Retail and Technology and Media. It is the No. 4 market research organization worldwide, operates in more than 100 countries and employs over 10,000 staff, more than 80% of whom are based outside of Germany.

For further information on GfK MRI, visit our Web site: And, follow us on Facebook ( and Twitter (

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Anne Marie Kelly
SVP, Marketing and Strategic Planning
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Steve Ellwanger
Press Counsel Group
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