REPORT

2018

Australian Attitudes
to Nature 2017
Report prepared for WWF-Australia
 INDEX
EXECUTIVE SUMMARY 3
RESEARCH APPROACH 8
HISTORICAL RESULTS 18
ENVIRONMENTAL ATTITUDES AND BEHAVIOUR 20
ATTITUDES TOWARDS WILDLIFE, NATURE AND TREES 24
OCEAN AND REEF 33
SUSTAINABLE FOOD 42
CLIMATE CHANGE AND LOW CARBON FUTURE 49
ENVIRONMENTAL ACTIONS 55
POLITICS AND ENVIRONMENT 60
© NATUREPL.COM / ROLAND SEITRE / WWF

CONTACT DETAILS 63
APPENDIX - HISTORICAL RESULTS IN DETAIL 64
 © SHUTTERSTOCK / DANGDUMRONG / WWF

3
Executive Summary
 Executive Summary
› Findings from the Roy Morgan Single Source historical data indicate that over the long term attitudes of Australians
towards the environment have changed in the backdrop of larger economic and political developments. During the GFC,
with economic and financial issues taking precedence, in general, attitudes towards the environment softened. However,
after the financial crisis ended, concern levels are again rising and Australians’ attitudes are also shifting in a way that
reflects a higher recognition of the environmental issue(s).

› Over the long term, Australians are less or equally concerned about the environment than they were in the year 2000. The
last five years however, have clearly seen growing concerns around environmental issues.
› As on March 2017, 80% of Australians 14+ agree that if we don’t act now, we’ll never control our environmental problems
(88% in Mar’03, 76% in Mar’13)
› 63% of Australians now agree that at heart they are an environmentalist at heart (compared to 55% in Mar’00 and 57% in Mar’13)
› Only one quarter of all Australians think that threats to the environment are exaggerated (20% in Mar’00, 34% in Mar’13)

› Findings from the latest customized research conducted among Australians 18 years and above show that generally
Australians are concerned about the pertinent environmental issues and their impact.
› Women in general are more concerned about environmental issues and their associated impacts

4
 Executive Summary
› Encouragingly, a high proportion of Australians (68%) believe that a healthy environment and a prosperous economy go
hand in hand, and 20% believe that the environment needs to be protected even if it impacts economic prosperity.

› Oceans and water are an integral part of the Aussie way of life. For Australians, protecting the oceans and marine life in
general, and specifically the Great Barrier Reef is the most important environmental issue.
› Nine out of ten agree that there is a need to do more to protect the suffering oceans and marine life
› Very few (5%) hold the view that oceans are so large that it is unlikely for humans to cause lasting damage to them
› A majority (65%) believes that the state of Australia’s oceans, waterways and coastal waters is still good, though declining - pointing
to the need for timely action. 16% believe that the state of Australia’s oceans and coastal waters is bad and getting worse
› Plastic and chemical pollution followed by warming are seen as biggest threats to the oceans and coastal waters

› There is a high degree of concern around the state of the Great Barrier Reef among Australians:
› Protecting the Great Barrier Reef is the most important environmental issue for Australians (94% finding it important)
› 89% of Australians think that the Great Barrier Reef is the most important natural place to be protected
› 42% think that compared to 10 years ago the overall state of the GBR is bad and getting worse
› 44% of the Australians agree that the Great Barrier Reef is in terminal decline
› 33% disagree that it can recover from coral bleaching
› Coral bleaching followed by climate change are considered to be the two greatest threats to the Great Barrier Reef

5
 Executive Summary
› The next important environmental issues are reducing pollution, protecting Australia’s endangered animals, its forests and
trees.
› 67% of Australians think that the state of Australia’s natural environment and wildlife is good but declining
› 15% think that the natural environment and wildlife are already in a bad state and getting worse
› 89% agree that there should be investment in restoring wildlife habitats and natural places that have become degraded
› 81% agree that there is a need to be growing more trees (which is not happening right now) and that they are worried about future
generations growing up with lesser access to nature and wildlife than them
› Introduced animals and weeds along with urban expansion are seen to be the biggest threats to natural environment and wildlife
› Most Australians prefer introduction of stronger land clearing laws for protecting the wildlife and nature and will support action by
their state government to stop excessive land and clearing

› The reason most Australians believe it is important to protect oceans, wildlife and nature is because these are critical to
maintain the balance of nature and also there is a high consciousness that it is the responsibility of the current generation
to leave these healthy for the future generations.

6
 Executive Summary
› Looking after farmland sustainably is also an important environmental concern for Australians.
› Almost two thirds of the population is aware of one or more the food certifications
› 83% agree that the food that they eat should come from sustainable sources
› 68% agree that locally grown food is better for the environment than imported food
› 60% are willing to pay more for sustainable food
› Australians see climate change, water pollution and food wastage to be the biggest threats to food sustainability

› Even though as many as 86% think that climate change is happening and many think that human activity is the cause,
climate change is considered much less of a concern compared to other environmental issues.
› Australians are concerned about the impact of climate change with destruction of the Great Barrier Reef being their top most
concern
› Other concerns are the impact on food supply with the droughts or floods and animal and plant species becoming extinct
› 71% of the population agree that Australia should be the world leader in climate change solutions and 69% would want Australia to
act on climate change without waiting for the major emitters
› There is high agreement on the risk to the planet from that coal and gas pollution and a majority agree that the federal government
should not allow new coal mines
› Over 50% are in agreement with the introduction of a carbon price

7
 © NATUREPL / FRED OLIVIER/ WWF

8
Research Approach
 Research Objectives
BACKGROUND
› The World Wildlife Fund (WWF) is the leading Australian
conservation organisation, with a supporter base of
close to 1 million Australians with a new Strategic Plan
for 2017-2021.
› The Strategic Plan has several aims:
› Positioning WWF as a thought leader on its conservation
priorities
› Benchmarking and track changes in attitudes over time
› Further improving on communication and campaigning
› Positioning WWF as an innovator through interactive
research; and
› Developing news media and supporter stories that show
a broad cross-section of Australians care about nature
and want more action to protect it.
9
OBJECTIVES
› This research is designed to support WWF’s strategic
goals by providing benchmark measures on current
Australian attitudes.
› The research will inform communication campaigns and
media opportunities to position WWF as a thought
leader in conservation.
› The research aimed at measuring attitudes of
Australians towards nature and environment,
specifically:
› Wildlife, Nature and Trees
› Oceans and Reef
› Sustainable Food
› Climate Change and Low Carbon Future
 H ISTORICAL D ATA ( E NVIRONMENTAL I NDEX)
› This document reports findings from the analysis of historic data available from Single Source

› The attitudinal statements analysed within the scope of this project are:
› At heart I’m an environmentalist (from January 1998)
› If we don’t act now we’ll never control our environmental problems (from April 2002)
› Environmentally products are over-priced (from January 1998)
› Threats to the environment are exaggerated (from October 1998)
› I avoid staying in accommodation that does not have genuine environmental policies (from October 2000)
› For my next holiday, I would like a total ecotourism experience (from October 2000)
› The most important issue to you, which includes Global Warming and Climate Change

10
 H OW THE HISTORICAL D ATA I S C OLLECTED
The data in this report is from the Roy Morgan Single Source survey as well as Roy Morgan CATIBus telephone surveys.

Roy Morgan Research Single Source has been designed to represent the ideal single source model. It provides an integrated
understanding of consumers - what they are like, what they consume, what they buy, what they think, what they want, what they
watch, read and listen to. In Australia, Roy Morgan Single Source incorporates approximately 50,000 predominantly face-to-face
interviews nationwide each year, with people aged 14+. Interviews are conducted each week over the year. Around 15,000 self-
completion surveys (Product Poll & Media Diaries) provide enriched detail of consumption habits and attitudes. The overriding
benefit of Roy Morgan Single Source is the strategic insights it affords by the linkage of so many aspects.

Most of the data in this report is from the Single Source Product Poll where, amongst other questions, respondents are asked if
they agree or disagree with the following statements relating to the environment:
1. If we don’t act now we’ll never control our environmental problems
2. At heart I’m an environmentalist
3. Threats to the environment are exaggerated
4. ‘Environmentally friendly’ products are overpriced
5. I avoid staying at accommodation that does not have genuine environmental policies
6. For my next holiday, I’d really like a total ecotourism experience

11
 H OW THE HISTORICAL D ATA IS C OLLECTED ( CONTD .)
As well as the data from Roy Morgan Single Source, Roy Morgan regularly asks respondents through CATIBus what are
some of the issues that face Australia and the world.

These include issues relating to the environment, the economy, government and human issues, terrorism and war,
social issues, and more. An analysis of these statements is also part of the delivery for this project.

This report explores in detail the top 4 environmental attitudinal statements from Single Source by different
demographics and geography, i.e.,
1. If we don’t act now we’ll never control our environmental problems
2. At heart I’m an environmentalist
3. Threats to the environment are exaggerated
4. ‘Environmentally friendly’ products are overpriced
It also provides an overview of all six attitudinal statements by time periods

This report is updated to reflect the data that has been collected in CATIbus (as a high level summary). This data has
been delivered to WWF in an Excel report.

12
 BENCHMARK SURVEY - Methodology Overview

› Online self-completion survey

M ETHODOLOGY › Average survey length = 26 minutes
› Research carried out in compliance with ISO 20252 Market, Opinion & Social Research standards

› Australians aged 18+ years

TA R G E T A U D I E N C E › Nationally representative sample with boosts in Brisbane, South East Queensland (excl. Brisbane)
and Western Sydney to allow for data to be read within these geographies

› Sample sourced from Roy Morgan consumer panel

S AMPLE S OURCE & S IZE › n=1810; Maximum sampling variance of ±2.30 at 95% confidence level
› Response rate of 5.3% (completes ÷ [completes + incompletes + not started])

› Post weighted by region x age x gender ((based on data collected from Roy Morgan Single Source)
WEIGHTING › Further weighted by voting preference at 2016 Federal Election

› In field approximately 4 weeks

TIMING › Field dates: Monday 13 November - Wednesday 6 December 2017

13
 Questionnaire Overview

› Questionnaire designed collaboratively between WWF Australia and Roy Morgan Research
› Themes include: awareness of issues, behavioural measures, attitudes and demographic data for analysis
› Designed keeping in mind existing benchmarks that WWF would like to monitor and to accommodate tracking
› Includes the following sections
› Overall Environmental Attitudes and Behaviours
› Wildlife, Nature and Trees
› Ocean and Reef
› Sustainable Food
› Climate Change and Low Carbon Future
› Environmental Actions
› Politics and Environment
› Demographics
› Introductions to each of the sections were carefully designed to ensure that they warm up respondents to the upcoming topic,
however, do not influence the way they respond.
› Order of exposure for the first and last two sections kept consistent across all respondents, whilst order for the other sections was
rotated across respondents to minimize the impact of any order bias on the responses.

14
 Sample Profile
0% 10% 20% 30% 40% 50% 60% 70% 80% 0% 10% 20% 30% 40% 50% 60% 70% 80%

Male Primary School 0%

49%
SEX

Some Secondary School 8%

EDUCATION LEVEL
Female 51%
Intermediate/ Year 10 3%
18-24 12% Leaving/ 5th Form/ Year 11/ Finished Tech/ Matric/ HSC/
Tafe/ Year 12 16%

25-34 19% Tertiary/ University 71%

Prefer not to say 1%

AGE

35-49 26%
Full Time 41%
50-64 23%
Part Time 18%
65+ 20% TOTAL EMPLOYED 59%

NSW (incl. ACT) 34% Looking For Full Time Work 3%

Looking For Part Time Work

WORK STATUS
2%
Victoria 26%
Retired 23%
Queensland 20%
STATE

Student 7%

SA/NT 8% Non-worker 1%

Home Duties 5%
Tasmania 2%
TOTAL NOT EMPLOYED 40%
Western Australia 11%
Prefer not to say 1%

Base: Australians 18+, n= 1810;

15
 Sample Profile

ENROLLED TO VOTE AT FEDERAL OF STATE ELECTION VOTING PREFERENCE AT 2016 FEDERAL ELECTION POLITICAL PARTY WHICH REPRESENTS RESPONDENTS OPINIONS
0% 10% 20% 30% 40% 0% 10% 20% 30% 40%

Labor 35% Labor 22%

No
17% Liberal National Party/ Liberal/ CLP' 33% Liberal Party 19%

Yes The Greens 10% The Greens 18%

83%

Can't Say 5% Can't Say 18%

One Nation 3% One Nation 5%

Base: Australians 18+, n= 1810; enrolled to vote n=1080

Only top 5 political parties shown
PE3. Are you enrolled to vote at Federal or State elections? (single Response)
PE4. Thinking back to the LAST Federal Election in 2016. Which party or candidate received your first preference at the LAST Federal Election? (Single Response)
16 PE5. Thinking now about politics generally, which political party do you feel comes closest to representing your opinions? (Single Response)
 © IAN MCCONNEL / WWF-AUS

17
Results
 R ESULTS - H ISTORICAL D ATA O VERALL T REND
If we don’t act now,
we’ll never control our
environmental problems

‘Environmentally
friendly’ products are
overpriced
At heart I'm an
environmentalist

Threats to the
environment are
exaggerated
For my next holiday, I'd
really like a total
ecotourism experience
I avoid staying at
accommodation that
does not have genuine
environmental policies

18
 H ISTORICAL D ATA O VERALL T RENDS
› The period of the GFC had one of the biggest impacts on attitudes to nature, with more Australians agreeing that
threats to the environment are exaggerated and fewer agreeing that acting now will control environmental problems.
This illustrates that in the backdrop of the financial crisis and other economic concerns taking precedence,
environmental concerns take a backseat.
› This is also reflected in the trend of people agreeing with the statement I’m an environmentalist at heart - with a drop
in the percentage of Australians agreeing with this (compared to pre-crisis period).
› However, a shift is observed in the post crisis period.
› Recent years indicate that more Australians are concerned about the environment, with an increasing number now
agreeing that they are an environmentalist at heart (63%). There is also a growing sense of the urgency around taking
action – an increasing percentage agreeing that “if we don’t act now, we’ll never control our environmental problems”
(81% now, grown sharply in last five years). Additionally, a lower percentage of the population now finds environmental
threats to be exaggerated.
› While the above is encouraging, it must be noted that nearly 70% of the population find ‘environment friendly’
products to be overpriced - higher now than in the last 19 years.
› Holiday intentions relating to the environment have decreased or stayed the same in the 19 years to March 2017,
fewer than 20% of people agree with the statements ‘for my next holiday, I'd really like a total ecotourism experience’,
and ‘I avoid staying at accommodation that does not have genuine environmental policies’.

19
 Environmental Attitudes
and Behaviour
© DIANA SCALFATI / WWF-AUS

20
 Importance of Environmental Issues
Protecting Australia’s oceans and marine environment and specifically the Great Barrier Reef are the two most important environmental issues for
Australians, with 95% of the general population stating considering it very important or important. Issues that follow are reducing pollution,
protecting Australia’s endangered animals, and forests & trees. Climate change considered lower in importance when compared to other concerns.

Protecting The Great Barrier Reef 63% 31% 5% 1%

Protecting Australia's Oceans And Marine Environment 57% 38% 4% 1%

Protecting Australia's Endangered Animals 56% 37% 6% 1%

Protecting Australia's Forests And Trees 55% 38% 6% 1%

Reducing Pollution 54% 40% 5% 1%

Supporting Renewable Energy 50% 37% 8% 3% 2%

Looking After Farmland Sustainably 49% 43% 6% 1%

Addressing Climate Change 44% 33% 14% 4% 4%

Strengthening Environmental Protection Laws 38% 42% 15% 3% 1%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Very Important Important Neither Important Nor Unimportant Unimportant Very Unimportant

Base: Australians 18+, n= 1810;

OEAB1: To begin with, tell us to what extent are the following issues important/ unimportant to you. How important are the following environmental issues?
(5 point Scale: Very Important to Very Unimportant, Single Response)
21
 Environment Economy Balance
A majority of Australians believe in the environment-economy balance, with approximately two-thirds saying that a healthy, well protected
environment and a prosperous economy go hand in hand. One-fifth are of the view that the environment needs to be protected even if it impacts
economic prosperity. Only one-tenth of the population is of the view that in the pursuit of economic prosperity, the environment is going to suffer.

0% 20% 40% 60% 80%

A healthy, well protected environment and a prosperous

68%
economy go hand in hand

The environment needs to be protected even if it impacts

20%
economic prosperity

In order to have economic prosperity, the environment is

11%
going to suffer a bit

Base: Australians 18+, n= 1810;

OEAB2. Which of the following statements best describes your view regarding a balance between the economy and the environment?
22 (Single Response)
 Important Places to be Protected
Given the high concern around Australia’s oceans noted earlier, a majority of Australians (89%) think that the Great Barrier Reef is the most important
natural place to be protected. This is followed by the Daintree rainforest and the Tasmanian forests - 39% and 38% respectively.

0% 20% 40% 60% 80% 100%

The Great Barrier Reef 89%

The Daintree rainforest 39%

Tasmanian forests 38%

Kakadu 32%

Uluru 20%

The Snowy Mountains 18%

Ningaloo Reef 15%

The Kimberley 14%

Fraser Island 10%

Don't know 4%

None of these 1%

Base: Australians 18+, n= 1810;

OEAB3. Which of the following well-known natural places do you think are most important for Australia to protect?
23 (Maximum 3 Selections)
 Attitudes towards Wildlife,
Nature and Trees
SHUTTERSTOCK / GUNNERL / WWF

24
 State of Australia’s Natural Environment and Wildlife
Overall, 80% of Australians consider the natural environment and wildlife to be in a good state. However 67% believe that though good, it is declining.
Males in general are more optimistic compared to females (15% of the males believe it is in a good state and getting better c.f. 11% females). The 65+
age group is also more optimistic (19% of those 65+ stating that the state of Australia’s natural environment and wildlife is good and getting better).

80%

70% 67%

60%

50%

40%

30%

20% 15%
13%
10% 5%

0%
Good and getting Good but Bad but getting Bad and getting
better declining better worse

Base: Australians 18+, n= 1810;

WNT1. The overall state of Australia's natural environment and wildlife, is…
(Single Response)
25
 Reasons for Importance of Wildlife, Forests and Natural Places
Overall, the top reasons why Australians believe wildlife, forests and natural places are important are; that these are critical to maintaining the
balance of nature, and that it is the responsibility of the current generation to leave the nature healthy for the future generations. For men,
responsibility towards future generations is the most important reason while for women the criticality of maintaining the balance of nature is key.

0% 10% 20% 30% 40% 50% 60% 70% 80%

Critical to the balance of nature 35%

Responsibility to leave nature healthy for future generations 34%

Australia's wildlife and natural places are unique 20%

Enjoying nature and the Aussie outdoors is part of our way of life 7%

Critical to our tourism industry 2%

Supporting industries that rely on natural resources 2%

None of these 1%

Base: Australians 18+, n= 1810;

WNT2. Thinking about our wildlife, forests and natural places. In your opinion, which one of the following best describes why they are important?
26 (Single Response)
 Attitudes to Australia’s Wildlife and Natural Environment
As many as 89% of Australians agree that there should be investment in restoring wildlife habitats and natural places that have become degraded.
Over 80% agree that there is a need to be growing more trees (which is not happening right now) and that they are worried about future generations
growing up with lesser access to nature and wildlife than them. 77% would like to see more native wildlife and thriving nature in their local area, and
72% would like to have more national parks and nature reserves.
0% 20% 40% 60% 80% 100%

Invest in restoring wildlife habitats 44% 45% 10% 1% 0%

Not growing more trees than cutting down 38% 43% 14% 4% 1%

Worried about future generations having less access to nature and

34% 48% 12% 4% 1%
wildlife

More local native wildlife 33% 44% 20% 2% 1%

More national parks and nature reserves 33% 40% 22% 4% 1%

Strongly Agree Agree Neither Agree Nor Disagree Disagree Strongly Disagree
Base: Australians 18+, n= 1810;
WNT5. How strongly do you agree or disagree with each of the following statements? 1. We need to be growing more trees and plants than we’re cutting down, and right
now that’s not happening, 2. I’m worried future generations of Australians will grow up with less access to nature and wildlife than we had, 3. I would like to see more native
27 wildlife and thriving nature in my local area, 4. We should have more national parks and nature reserves across Australia, 5. We should invest in restoring wildlife habitats
and natural places that have become degraded. (5 point Scale: Strongly Agree to Strongly Disagree, Single Response)
 Threats to Australia’s Wildlife and Plants
Most Australians view urban expansion, and introduced animals and weeds as threats to Australia’s wildlife and plants. This is followed by cliamet
change which is believed to be a threat by 56% of Australians.

0% 10% 20% 30% 40% 50% 60% 70% 80% Biggest

Threats to Australia’s Wildlife & Plants
Threat
Introduced animals and weeds 74% 30%

Urban expansion 72% 33%

Climate change 56% 20%

Water or air pollution 54% 5%

Disease 42% 3%

Bush-fire 34% 4%

Rural/farm development 28% 2%

Hunting 22% 1%

Something else 2% 1%

None of these 1% 1%

Base: Australians 18+, n= 1810;

WNT3. And which, if any, of the following do you believe are a threat to Australia's wildlife and plants? (Multiple Responses)
WNT4. Which one of the following is the biggest threat to Australia's wildlife and plants? (Single Response)
28
 Native Animals Seen in the Wild or Ocean
More than half the population has seen one or more of cockatoos, wallabies, koalas, whales, turtles and penguins outside of a zoo or captivity – the
cockatoo, wallaby and koala having been seen by over two-thirds of the population. As expected, this is higher for the 50 years plus segment.

0% 20% 40% 60% 80% 100%

Cockatoo 89%

Wallaby 80%

Koala 72%

Whale 61%

Turtle 59%

Penguin 58%

Shark 41%

Cassowary 28%

Quokka 23%

Dugong 13%

Bilby 12%

Numbat 6%

None of these 2%

Base: Australians 18+, n= 1810;

WNT7. In your lifetime, have you ever seen any of the following native animals in the wild or in the ocean in Australia (i.e. not in a zoo or in captivity)? (Multiple Responses)
29
 Iconic Species to be Protected
Generally considered as one of the most popular animals in Australia, koala gets the top spot when it comes to the iconic wildlife species that
Australians would most like to see protected. The whale and bilby follow with an equal 30% of Australians wanting to see them protected the most.

0% 10% 20% 30% 40% 50% 60%

Koala 53%

Whale 30%

Bilby 30%

Turtle 23%

Dugong 19%

Quokka 19%

Penguin 17%

Numbat 12%

Cassowary 11%

Wallaby 10%

Shark 9%

Cockatoo 4%

None of these 4%

Base: Australians 18+, n= 1810;

WNT8. Environment groups, local communities and governments are working to protect Australian wildlife, but they have limited resources.
Which one iconic wildlife species would you most like to see protected? (Single Response)
30
 Preferred Government Policies for Protecting Wildlife and Nature
‘Introducing stronger land clearing laws’ is the most preferred government policy amongst Australians with 34% ranking it as their first choice. The
other favoured policies are to ‘buy land that has high biodiversity and dedicate it as a national park’ (ranked 1 by 20%) and ‘provide financial
incentives for landholders to protect nature on their land’ (ranked 1 by 17%).

40%
34%

30%
20% 19% 18% 20%
20% 17% 17% 17% 16% 15%
15% 14% 14%
13% 13% 12%
9%
10% 5%

0%
Introduce Stronger Land Land Buying For National Provide Financial Pay Indigenous Rangers Community Activites Develop New 'Eco-Labels'
Clearing Laws Parks Incentives To Protect To Manage Wildlife
Nature
First Second Third
MEAN 1.67 1.90 2.03 2.06 2.24 2.30

Base: Australians 18+, n= 1810;

WNT9. If you had the choice, which three of the below government policies for protecting wildlife and nature would you adopt? Please rank in order from 1 to 3.
1. Provide financial incentives for landholders to protect nature on their land. 2. Fund community activities like tree planting days and bush regeneration. 3. Pay Indigenous ranger
groups to manage important wildlife habitat for conservation. 4. Introduce strong laws to stop excessive tree clearing and forest destruction on private land. 5. Develop new ‘eco labels’,
31 for example ‘tree friendly beef’, that reward farmers who produce food without harming wildlife. 6. Buy land that has high biodiversity and dedicate it as a national park or similar. 7.
I don’t think we need any of these policies (Single)
 Response to State Government Stopping Excessive Land and Tree Clearing
84% of Australians will either strongly support or support actions by state government to stop excessive land and tree-clearing. Only 5% will oppose
such an action being taken by their state government while the remaining 11% will be indifferent.

50%
44%
40%
40%

30%

20%

11%
10%
3% 2%
0%
Strongly support Support Neither support Oppose Strongly oppose
nor oppose

Base: Australians 18+, n= 1810;

WNT10. Would you support or oppose action by your State Government to stop excessive land and tree-clearing in your state?
(5 Point Scale: Strongly Support to Strongly Oppose), Single Response
32
 © WWF-AUS / CHRISTIAN MILLER

33
Ocean and Reef
 State of Australia’s Oceans, Waterways and Coastal Waters
76% of Australians believe the overall state of Australia’s oceans, waterways and coastal waters is in a good condition, albeit 65% think this is
declining. 16% believe that the oceans and waterways are in a bad state and worsening. Males and individuals aged 35-49 years old have a relatively
more positive view of the state of the oceans and waterways.

70%
65%

60%

50%

40%

30%

20% 16%
12%
10% 7%

0%
Good and getting Good but declining Bad but getting Bad and getting
better better worse
Base: Australians 18+, n= 1810;
OR1. The overall state of Australia's oceans, waterways and coastal waters, is…
(Single Response)
34
 Reasons for Importance of Oceans, Coastal Waters and Great Barrier Reef
Similar to views on wildlife and trees, the top reasons for importance of oceans and coastal waters for the Australians are these being critical to
maintain the balance of nature, followed by a responsibility to leave oceans healthy for future generations.

0% 10% 20% 30% 40% 50% 60%

Critical to the balance of nature 49%

Responsibility to leave oceans healthy for future generations 24%

Important to protect our unique marine life 15%

Enjoying our oceans and coastal waters is part of our way of life 5%

Critical to our tourism industry 3%

Vital for the fishing industry 2%

Supporting our shipping industry 0%

None of these 1%

Base: Australians 18+, n= 1810;

OR2. Thinking now about our oceans, coastal waters and the Great Barrier Reef. In your opinion, which one of the following best describes why oceans are important?
(Single Response)
35
 Attitudes to Australia’s Oceans and Coastal Waters
Eight in ten Australians agree that oceans and water are an integral part of the Aussie way of life and nine out of ten agree that there is a need to do
more to protect the suffering oceans and marine life. Eight in ten also disagree that the oceans are so large that it is unlikely that humans will cause
lasting damage. Nearly three-quarters agree that more of Australia’s oceans should be marine parks.

The coast and ocean is central to the Aussie way of life 31% 50% 17% 1% 1%

Need to do more to protect suffering oceans and marine life 45% 45% 8% 2% 1%

More of Australia's oceans should be marine parks 30% 41% 20% 6% 2%

Oceans are so large unlikely humans will cause lasting damage 1% 4% 10% 36% 49%

0% 20% 40% 60% 80% 100%

Strongly Agree Agree Neither Agree Nor Disagree Disagree Strongly Disagree

Base: Australians 18+, n= 1810;

OR5. How strongly do you agree or disagree with each of the following statements? 1. The oceans are so large, it is unlikely that humans will cause lasting damage to them.
2. Our oceans and marine life are suffering, we need to do more to protect them. 3. Enjoying the coast and the ocean is central to the Aussie way of life. 4. With time, the Great Barrier
Reef can recover from coral bleaching. 5. The Great Barrier Reef is in terminal decline. 6. More of Australia’s oceans should be dedicated as ‘marine parks’ (i.e. marine protected areas,
36 similar to national parks on land). 5 Point Scale: Strongly Agree to Strongly Disagree, Single Response)
 Threats to Australia’s Oceans and Coastal Waters
Most Australians see plastic and chemical pollution followed by warming as threats to the oceans and coastal waters (85%, 71% and 58% respectively)
– plastic pollution and warming of the ocean’s waters are seen as the two biggest threats.

Biggest
Threats to Australia’s Oceans & Coastal Waters 0% 20% 40% 60% 80% 100%
Threat
Plastic pollution 85% 31%

Chemical pollution that runs off farms into waterways 71% 15%

Warming of the ocean's waters due to climate change 58% 30%

Dredging the sea-bed for ship access 48% 4%

Drilling for oil and gas 46% 6%

Commercial Fishing 45% 5%

Shipping of coal, oil and gas. 41% 3%

Mining and burning of coal 41% 4%

Tourism developments 24% 2%

Something else 1%
2%

None of these 1% 2%

Base: Australians 18+, n= 1810;

OR3. Which, if any, of the following do you believe are a threat to Australia's oceans and coastal waters? (Multiple Response)
OR4. Which one of the following is the biggest threat to Australia's oceans and coastal waters? (Single Response)
37
 Attitudes to the Great Barrier Reef
44% of the Australians agree that the Great Barrier Reef is in terminal decline, while one-fifth disagree; over one-third neither agree nor disagree.
With respect to the reef’s recovery from coral bleaching, Australians appear to be divided - one third agree that it can recover, another third disagree
and the remaining third are undecided.

0% 20% 40% 60% 80% 100%

The Great Barrier Reef is in terminal decline 11% 33% 35% 17% 4%

The Great Barrier Reef can recover from coral bleaching 6% 27% 34% 26% 7%

Strongly Agree Agree Neither Agree Nor Disagree Disagree Strongly Disagree

Base: Australians 18+, n= 1810;

OR5. How strongly do you agree or disagree with each of the following statements?
5 Point Scale: Strongly Agree to Strongly Disagree, Single Response)
38
 State of Australia’s Great Barrier Reef
Clearly, there are varying views that Australians share with respect to the Great Barrier Reef. A majority (84%) think that the state of the reef is
declining for sure. Within these, half believe that it is still in a good state while the other half thinks that it is bad and getting worse. Interestingly,
amongst those whose first preference at the 2016 Federal elections was the LNP, 62% think that the reef is overall in a good state.

45% 42% 42%

40%

35%

30%

25%

20%

15%
10%
10%
6%
5%

0%
Good and getting Good but Bad but getting Bad and getting
better declining better worse
Base: Australians 18+, n= 1810;
OR7. Thinking now specifically about the Great Barrier Reef. The overall state of Australia's Great Barrier Reef, compared to the past 10 years, is…
(Single Response)
39
 Value of the Great Barrier Reef
59% of Australians described the Great Barrier Reef as having environmental value to them - with the reef encompassing a unique and special array
of fish species and wildlife . A little under one third of Australians cited the global value of the reef as to why they value it.

0% 10% 20% 30% 40% 50% 60% 70%

Its environmental value - being home to fish species and special

59%
wildlife like turtles, dugong, dolphin and whales

Its global value - it's one of the wonders of the world 29%

Its economic value - it provides over 69,000 Australian jobs in

7%
tourism

Its special personal value to me 2%

I don't know 4%

Base: Australians 18+, n= 1810;

OR8. If you had to describe why you value the Great Barrier Reef, which of the following would you say is closest to your view:
(Single Response)
40
 Threats to the Great Barrier Reef
Coral bleaching followed by climate change are perceived to be the two greatest threats to the Great Barrier Reef amongst the general population
(50% and 42% respectively).

Coral bleaching 50%

Climate change 42%

Crown of thorns starfish 25%

Acidification of the ocean 16%

Industrialisation 16%

Dredging the sea-bed for ship access 15%

Commercial shipping 8%

Tourism 8%

Farming 6%

Storms and cyclones 5%

Fishing 2%

None of these 1%

0% 10% 20% 30% 40% 50% 60%

Base: Australians 18+, n= 1810;

OR9. Which of the following do you think are the two greatest threats to the Reef?
(Maximum 2 Selections)
41
 © KERRY TRAPNELL / WWF-AUS

42
Sustainable Food
 Awareness of Food Certifications
A good number of Australians are aware of the food certifications, with Fair Trade and ACO being the ones that most Australians are aware of (61%
each). Rainforest Alliance follows, with more than half of the general population aware of this certification.

61%

12%
23%
53%

61%
10%
1%

Base: Australians 18+, n= 1810;

SF1. Thinking now about sustainable food. Before today, had you heard of any of the following certifications for food?
(Multiple Responses)
43
 Attitudes to Food Sustainability in Australia
A high proportion of Australians claim to be conscious about sustainable food with 84% strongly agreeing or agreeing that food they eat should come
from sustainable sources. Around 7 out of 10 Australians think Australian grown food is better for the environment than imported food. However,
when it comes to paying more for sustainable food, only 6 in 10 say they are willing to pay more for it.

0% 20% 40% 60% 80% 100%

Food I eat should come from sustainable sources 30% 53% 14% 2% 1%

Australian grown food is better for the environment than

28% 40% 27% 5% 1%
imported food

Willing to pay more for sustainable food 16% 44% 27% 9% 3%

What I eat is about my body 5% 17% 29% 35% 14%

Strongly Agree Agree Neither Agree Nor Disagree Disagree Strongly Disagree

Base: Australians 18+, n= 1810;

SF4. How strongly do you agree or disagree with each of the following statements? 1. What I east is about my body and has nothing to do with the natural world
or the environment. 2. Australian grown food is better for the environment than imported food. 3. I want the food I eat to come from sustainable sources.
44 4. I’m willing to pay more for sustainably produced food. (5 Point Scale: Strongly Agree to Strongly Disagree, Single Response)
 Threats to Food Sustainability in Australia
The top three perceived threats to food sustainability in Australia are climate change and water pollution (both 57%) and food wastage (53%). Climate
change is seen to be the biggest threat by one third of the general population (34%), followed by food wastage (18%).

Biggest
Threats to Food Sustainability in Australia
0% 10% 20% 30% 40% 50% 60% Threat

Climate change 57% 34%

Water pollution 57% 13%

Food wastage 53% 18%

Tree clearing for agriculture or cattle 37% 5%

Commercial fishing 33% 5%

Industrial scale farming 30% 7%

Pollution from farms 28% 3%

Difficult to find and buy sustainable food 15% 2%

Eating red meat 9% 1%

Something else 6% 4%

None of these 5% 7%

Base: Australians 18+, n= 1810;

SF2. Which, if any, of the following do you believe are a threat to food sustainability in Australia? (Multiple Responses)
SF3. Which one of the following is the biggest a threat to food sustainability in Australia? (Single Response)
45
 Concern Around Effects of Food Products on the Environment
Coming to food products, Australians are most worried about palm oil, with almost every second Australian being worried (44%), and a further 26%
stating they do not eat palm oil. The next most concerning food product for Australians is wild seafood (39% of Australians are worried about its
effects on the environment). The food products with least level of worry were vegetables and other plant foods, and sugar (44% of Australians stating
they were not worried about either).

Palm Oil 44% 14% 16% 26%

Wild Seafood 39% 25% 19% 16%

Poultry and Eggs 32% 32% 34% 3%

Beef 28% 33% 31% 8%

Farmed Seafood 25% 27% 28% 20%

Australian Grown Food 24% 34% 41%

Vegetables 24% 32% 44%

Pork 22% 33% 31% 14%

Sugar 18% 31% 44% 6%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Total Very Worried Total Ambivalent Total Not Worried I Don't Eat This Product

Base: Australians 18+, n= 1810;

SF5. When you are shopping for food, how much do you worry about the effect on the environment for each of the following products on a scale of 0-10
(where 0 is not at all worried, and 10 is very worried)?
46
Single Response
 Importance of Sustainable Food Labels
More than half of Australians consider it very important or important that wild seafood, poultry & eggs and Australian grown food have sustainable
food label. The least important food category is sugar, with only 35% considering a sustainable food label important when shopping for it.

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Wild seafood 55% 16% 15% 14%

Poultry and eggs 53% 23% 21% 2%

Australian grown food 53% 25% 22%

Farmed seafood 46% 19% 17% 18%

Palm oil 45% 14% 14% 27%

Vegetables and other plant foods 46% 27% 26%

Beef 43% 29% 21% 7%

Pork 40% 27% 21% 13%

Sugar 35% 29% 30% 6%

Total Important Total Ambivalent Total Not Important I Don't Eat This Product

Base: Australians 18+, n= 1810;

SF6. On a scale of 0-10, when shopping for food, how important is it for the following products to have a sustainable food label?
Single Response
47
 Environment Friendly Eating Choices
Most Australians consider eating locally produced food to be an environment friendly choice (65%) and have made this choice in the last 10 years
(58%). Eating a balanced diet follows with 42% considering it as an environment friendly choice and over half having made this choice in the last ten
years. Eating organic food and less red meat are seen as environment friendly choices by almost one-third of Australians.

70%
65%

60% 58% 58%

50%

42%
40%
36%
32%
30%
30%

22%
20% 20%
20%
14% 14%
10%
10%
6% 5%
3%

0%
Locally Balanced diet Less red meat Organic food Vegetarian diet Vegan diet More seafood None of these
produced food
Environment-friendly eating choices Environment-friendly eating choices made in the last 10 years

Base: Australians 18+, n= 1810;

SF7. Which of the following actions do you think are environmentally-friendly? Multiple Responses
SF8. And which, if any, of these actions have you taken in the last ten years? Multiple Responses
48
 Climate Change and Low Carbon Future
PHOTO BY HENGSTREAM / UNSPLASH

49
 Attitudes To Climate Change
An initial question asking about the existence of climate change suggests that roughly nine in ten people (86%) think climate change is happening. A
higher proportion of the younger age group agree that climate change is happening (95% of 18-24 year olds and 90% of 25-34 year olds. Nearly two-
thirds think that humans are largely causing the climate change, with under three-tenths thinking of climate change as a natural fluctuation in the
Earth’s temperature.

0% 20% 40% 60% 80%

IS CLIMATE CHANGE HAPPENING?
I think that climate change is happening, and I think that humans
65%
are largely causing it

No, 14%
I think that climate change is happening, but it's just a natural
28%
fluctuation in Earth's temperatures

Yes, 86%
I don't think that climate change is happening 4%

I have no idea whether climate change is happening or not 3%

Base: Australians 18+, n= 1810;

LCF1. Moving on to our planet’s climate, do you think that climate change is happening? (Single Response)
LCF2. And which of the following, best describes your thoughts about climate change? (Single Response)
50
 Concern About Impacts of Climate Change
The number one climate change concern amongst the general population is the destruction of the Great Barrier Reef, with around 9 out of 10
indicating they are concerned (86%). Amongst other concerns are droughts and flooding affecting food supply (84% being very concerned or fairly
concerned) and animal and plant species becoming extinct (82% being very concerned or fairly concerned). The impact that worries Australians the
least is famine and war with 68% being concerned.

Destruction of The Great Barrier Reef 50% 36% 9% 3% 2%

Animal and plant species becoming extinct 46% 36% 12% 4% 2%

Droughts and flooding affecting food supply 44% 40% 11% 4% 2%

Melting of the polar ice caps 43% 35% 13% 6% 2%

Heatwaves and extremely hot days 41% 37% 16% 5% 1%

More bushfires 40% 37% 17% 4% 2%

Water shortages 39% 39% 16% 5% 2%

More extreme weather 37% 42% 14% 5% 2%

Rising sea levels threatening coastal communities 35% 39% 18% 7% 2%

More refugees and displaced people 35% 35% 18% 8% 4%

Famine and war 34% 34% 22% 7% 3%

0% 20% 40% 60% 80% 100%

Very concerned Fairly concerned Not very concerned Not at all concerned I don't know

Base: Australians 18+, n= 1810;

LCF3. How concerned are you about the following impacts of climate change?
(Single Response Per Statement)
51
 Attitudes to Specific Climate Change Aspects
Around 9 in 10 Australians agree that Australia should make renewable energy from sun and wind (87%). Over two-thirds of the population thinks
that Australia should be the world leader in climate change solutions (71%), should act on climate change without waiting for action by the major
emitters (69%), and agree that coal and gas pollution is putting our planet at risk (69%). A little over half of Australians agree that the federal
government should not allow new coal mines (52%), and that there should be an introduction of carbon price (55%).

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Australia should make renewable energy from sun and wind 57% 29% 8% 4% 2%

Australia should be a world leader in climate change solutions 42% 29% 19% 6% 4%

Tackling climate change creates opportunities for new jobs and investments 37% 41% 15% 4% 3%

Coal and gas pollution is putting our planet at risk 35% 34% 20% 7% 5%

The federal government should not allow new coal mines 31% 21% 26% 15% 7%

Introduction of a carbon price 26% 29% 22% 14% 10%

Low-carbon technology sector will deliver jobs and economic growth 24% 37% 30% 6% 3%

Solar and wind power too expensive and unreliable to be main source of electricity 10% 16% 21% 30% 22%

Fossil fuels provide growth and cheaper prices 8% 25% 34% 21% 12%

Australia shouldn't act on climate change until major emitters do 7% 10% 14% 29% 40%

Strongly Agree Agree Neither Agree Nor Disagree Disagree Strongly Disagree

Base: Australians 18+, n= 1810;

LCF4. How strongly do you agree or disagree with each of the following statements? 1. There should be a carbon price (that is, people, governments and businesses should pay for producing greenhouse
pollution. 2. The low-carbon technology sector will deliver jobs and economic growth. 3. Fossil fuels provide stable growth and cheaper prices. 4. Australia should make as much renewable energy as possible
from sun and wind. 5. Pollution from burning coal and gas is putting our planet at risk. 6. The federal government should not allow any new coal mines to be built in Australia. 7. Solar and wind power is too
expensive and unreliable to be Australia’s main source of electricity. 8. Australia should be a world leader in finding solutions to climate change. 9. Tackling climate change creates opportunities for new jobs
52 and investment in clean energy (e.g. solar, wind, geothermal). 10. Australia shouldn’t act on climate change until other major emitters like the USA and China do.
5 Point Scale: Strongly Agree to Strongly Disagree, Single Response)
 Energy Policy Priorities
38% of the general population do not think it is necessary to prioritise between costs, reliability and reduction of emissions and that they can all be
achieved. The remaining population is split equally on this - 20% would like to prioritize the reliability of energy supply, another 20% would prioritise
reducing carbon emissions and 18% would like to prioritise keeping costs of energy down.

0% 10% 20% 30% 40%

We do not need to prioritise - all can be achieved 38%

Maintaining the reliability of energy supply should be

20%
prioritised

Keeping the cost of energy down should be prioritised 20%

Reducing carbon emissions should be prioritised 18%

Don't know 4%

Base: Australians 18+, n= 1810;

LCF5. Government energy policy attempts to minimise costs, ensure reliability and reduce emissions. Do you think one of these should be prioritised over the others?
(Single Response)
53
 Energy Source Preferences
Solar is a clear preference amongst Australians as an energy source, with almost three-quarters of Australians ranking this source highest (73%). Wind
follows with half the population ranking this at the top (52%). Geothermal, coal, and tidal are the least preferred energy sources (8%, 8%, and 6%
ranked 1-2) amongst Australians.

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% MEAN

Solar 73% 14% 7% 2% 1.93

Wind 52% 24% 13% 7% 3.14

Hydro (dams) 20% 46% 26% 3% 3.67

Geothermal 8% 34% 36% 17% 4.80

Gas 12% 21% 37% 26% 5.09

Tidal/Wave 6% 32% 33% 26% 5.18

Nuclear 14% 9% 23% 50% 5.95

Coal 8% 11% 17% 60% 6.24

Ranked 1-2 Ranked 3-4 Ranked 5-6 Ranked 7-8

Base: Australians 18+, n= 1810;
LCF6. Please order the following energy sources for Australia from your most preferred to least preferred.
54
 © SIMON SCOTT PHOTO / WWF-AUS

55
Environmental Actions
 Nature Related Activities Undertaken
Three-quarters of Australians have visited a national park or nature reserve (75%) whilst one-half of Australians (57%) have planted a native plant in
their garden; However, only 8% have been involved in an organised tree planting day.

0% 20% 40% 60% 80%

Visited a national park or nature reserve 75%

Planting a native plant in your garden 57%

Providing natural food sources for natives birds and animals 34%

Stopped using insecticides in your garden 33%

Placing a bell on your cat's collar to warn birds 15%

Putting up a nest box in your yard for birds or possums 11%

Being involved in an organised tree planting day 8%

Something else 7%

None 9%

Base: Australians 18+, n= 1810;

WNT6. Which, if any, of the following activities have you taken part in during the last two years? (Multiple Responses)
56
 Actions Taken Regularly to Help the Environment
A majority (86%) of Australians are recycling/composting as much household waste as possible to help the environment. Around two thirds indicate
that they would rather fix things than replace them (68%), have reduced water usage in their household (66%), and/or buy products that are made
locally when possible (63%). Environmental and financial reasons are largely driving Australians to undertake these activities.

Behaviours Undertaken Regularly Reasons for Undertaking These Behaviours

Recycle/composting 86% Recycle/composting 90% 2%2%4%

Fixed things rather than replace them 68% Fixed things rather than replace them 28% 63% 8%
Reduced water usage around house and garden 66% Reduced water usage around house and garden 59% 36% 2%3%
Buying local products where possible 63% Buying local products where possible 46% 11% 19% 24%
Reduced gas/electricity usage around the house 61% Reduced gas/electricity usage around the house 27% 71%
Switched to environmentally friendly products 53% Switched to environmentally friendly products 83% 2% 12% 2%
Usually walk/cycle/carpool/take public transport 37%
Usually walk/cycle/carpool/take public transport 28% 23% 36% 13%
Installed a solar hot water system or solar panels 32%
Installed a solar hot water system or solar panels 39% 58% 2%
Installed a rainwater tank 31%
Installed a rainwater tank 60% 19% 4% 7% 9%
Changed diet 25%
Changed diet 27% 5% 63% 5%
Reduced amount of air travel 17%
Switched electricity retailer to a renewable energy supplier Reduced amount of air travel 24% 48% 3% 26%
14%
Taken part in an environmental political campaign 11% Switched electricity retailer to a renewable energy supplier 56% 38% 2%4%

Contacted a government member about climate change 6% Taken part in an environmental political campaign 81% 2%2%2% 13%

Buy carbon-offsets to reduce carbon footprint 5% Contacted a government member about climate change 87% 2% 3% 8%

None of these 1% Buy carbon-offsets to reduce carbon footprint 91% 2% 5% 2%

Environmental Financial Health Government Mandated/ Legal Other reasons
0% 20% 40% 60% 80% 100%

Base (EA1): Australians 18+, n= 1810;

Base (EA2): Australians 18+, undertaking the particular behaviour regularly (as identified in EA1)
EA1. Which of the following behaviours do you do on a regular basis? (Multiple Responses)
57
EA2. Which of these reasons (environmental, financial, health or government/law) best describes why you engage in these behaviours? (Single Response per statement)
 Actions Likely to be Undertaken in Near Future
Actions Being taken Likely to be
regularly undertaken in future The actions Australians are most likely to undertake in
Switch my electricity retailer to a renewable energy supplier 14% 20% the near future are switching electricity retailer to a
Install a solar hot water system, or solar panels, in my house 32% 19%
renewable energy supplier (20%), and installing a solar
Reduce the amount of gas and/or electricity I use around the house
hot water system or solar panels in their house (19%).
61% 15%
15% are also likely to reduce the amount of gas and
Switch to products that are more environmentally friendly 53% 15% electricity they use or switch to products that are more
Install a rainwater tank on my property 31% 13% environmentally friendly. However, nearly 3 in 10 (28%)
Walk/cycle/carpool/take public transport 37% 11% of the population are not likely to take up any of these
Buy products that are made locally where possible actions in the near future.
63% 11%
Reduce the amount of water I use around the house and garden 66% 10%
Try to fix things rather than replace them 68% 9%
Change my diet (e.g. vegetarian/vegan/less meat/seasonal food) 25% 7%
Contact a Government member about climate change 6% 5%
Buy carbon-offsets to reduce my carbon footprint 5% 5%
Take part in a political campaign about an environmental issue 11% 4%
Recycle/compost as much household waste as possible 86% 4%
Reduce my amount of air travel 17% 4%
None of these 1% 28%

Base: Australians 18+, n= 1810;

EA3. Which, if any, of these are you likely to start doing in the near future?
(Multiple Responses)
58
 Status of Donation to Environmental Charity
73% of Australians indicate they haven’t donated to any environmental charity, with 39% indicating that even though they haven’t donated yet, they
might do so in the future.

45%
39%
40%
35%
35%

30% 27%

25%

20%

15%

10%

5%

0%
I have not donated to an I have not donated to an I have donated to an
environmental charity, but I environmental charity, and do environmental charity
might donate in the future not intend to donate in the future

Base: Australians 18+, n= 1810;

EA4. Many environmental charities rely on donations to fund their work. Which of the following best describes you in this regard?
(Single Response)
59
 Politics and Environment
© DIANA SCALFATI / WWF-AUS

60
 Influence of Environment on Voting in Next Elections
The environment will have the strongest influence on voting intention at the federal election, with 55% of Australians indicating it will have either a
strong or very strong influence on their decision. The likely influence slightly drops for state and local level elections (to 53% and 45% respectively).

100%
7% 7% 7%
90% 5% 6% 8%
7% 8%
80% 9%
70% 26% 26%
60% 31%
50%
40% 35% 33%
30% 27%

20%
10% 21% 20% 18%
0%
Federal election State election Local election

Very Strong Influence Strong Influence Neither Strong Nor Weak Influence
Weak Influence Very Weak Influence Can't Say

Base: Australians 18+, n= 1810;

PE1. How much influence will the environment have on how you vote in the next election?
(Single Response)
61
 Federal Government Spending Allocation
Australians would like the highest allocation of taxpayer funds to be made towards healthcare, followed closely by education. Spending on
environment takes third place and is followed by social welfare & government support and then defence.

7.0 Other Areas

23.6 Education
17.6 Environment

11.8 Defence

15.3 Social Welfare &

Government Support

24.7 Health Care

Base: Australians 18+, n= 1810;

PE2. If you had $100 million of taxpayer funds to allocate these areas of Federal government spending, how would you allocate it?
62
 PLEASE DIRECT ALL QUERIES TO
Neha Bagga
Project Director
Roy Morgan Research
Tonic House 386 Flinders Lane Melbourne 3000
© TANYA VERNES / WWF-AUS, COVER: © WWF / JAMES MORGAN

Telephone: (03) 9629 6888

Direct: (03) 9224 5266
neha.bagga@roymorgan.com

www.roymorgan.com

ISO 9001:2008 Quality Management Systems

ISO 20252:2012 Market, Opinion and Social Research

63
 Appendix - Historical
Results in Detail
© DEJAN STOJANOVIC

64
 1

IF W E D O N ’ T A C T N O W, W E ’ L L N E V E R
C O N T R O L O U R E N V I R O N M E N TA L P R O B L E M S

65
I N M A R C H 2 0 1 7 , 8 1 . 3 % O F A U S T R A L I A N S 1 4 + A G R E E T H AT ‘ I F W E D O N ’ T A C T N O W,
W E ’ L L N E V E R C O N T R O L O U R E N V I R O N M E N TA L P R O B L E M S .’
Proportion of Australians
agreeing with this statement
decreased during the Global
Financial Crisis, from 88.8%
in September 2007 to a low
of 73.1% in March 2012
66
If we don’t act now,
we’ll never control our
environmental problems
From March 2012 the trend
increased, reaching 81.3% in
March 2017, an increase of
8.2% over a five year period,
inching towards pre GFC
levels of agreement
I N 2 0 1 7 , G R E E N A N D A L P V OT E R S A R E S I G N I F I C A N T LY M O R E L I K E LY TO A G R E E T H AT W E
M U S T A C T N O W. W O M E N A N D C I T Y D W E L L E R S A R E A L S O M O R E L I K E LY TO A G R E E

81.3% of Australians agree with the statement that if we don’t act now we will never control our environmental
problems. But there are key demographic groups that feel more strongly than the average:

82.4% of people living in a

85.7% of women
capital city
(vs 76.7% of men)
(vs 79.2% of country areas)

96.0% of Greens voters

83.5% of people with a 86.9% of semi-

diploma or degree professionals
84.0% of semi-skilled
workers 89.5% of ALP voters

vs 69.5% of Liberal/National
83.8% of Western Party voters
Australians 84.5% of people aged 25-34
(vs 74.6% of people aged 65+)

All are statistically significant using a one-tail test at the 95 percentile when compared to the total population.

67
I N 2 0 0 2 , 9 0 . 8 % O F W O M E N V S 8 6 . 8 % O F M E N A G R E E D T H AT W E M U S T A C T N O W TO
C O N T R O L O U R E N V I R O N M E N TA L P R O B L E M S , I N 2 0 1 7 , T H E R E I S A 9 % P O I N T D I F F E R E N C E .

When Roy Morgan first asked Australians in June 2002 if they agreed or disagreed with the statement “If we don’t act now,
we’ll never control our environmental problems”, a similar percentage of Australian men and women agreed that we
needed to act.

This started to diverge from June 2007, with less men thinking it is as important to act now. As of March 2017, a
significantly higher proportion of women agree with this, in comparison to men.

68
A T 8 4 % , W E S T E R N A U S T R A L I A H A S T H E H I G H E S T P E R C E N TA G E O F P E O P L E W H O A G R E E
W I T H T H E S TAT E M E N T ‘ I F W E D O N ’ T A C T N O W W E ’ L L N E V E R C O N T R O L O U R
E N V I R O N M E N TA L P R O B L E M S ’ ; Q U E E N S L A N D H A S T H E L O W E S T .

While each state experienced a fall in people agreeing with this statement during the GFC, since mid 2012, it has picked
back up. South Australia and Queensland had the largest fall since 2002 of 9.5% and 9.1% respectively, while Tasmania
experienced the lowest percentage point of all states at 69.7% in September 2012.

69
F O R T H E L A S T 1 5 Y E A R S , O L D E R A U S T R A L I A N S H AV E H A D L E S S U R G E N C Y TO A C T TO
C O N T R O L E N V I R O N M E N TA L P R O B L E M S
Australians aged 18-34 have historically had the highest agreement on the urgent need to act.
In the last 5 years, there are also more 35-64 year olds who agree with this statement following the GFC. In the last 5
years, 50-64 year olds had the highest percentage increase, from 74.1% to 82.5%.

The gap between the percentage of 65+ olds and others that existed within the decade starting 2004 appears to be
narrowing from 2015 onwards.

70
P R I O R TO 2 0 0 7 , V OT E R S O F M A J O R PA R T I E S A L L A G R E E D O N A N U R G E N T N E E D TO A C T TO
C O N T R O L E N V I R O N M E N TA L P R O B L E M S . T H I S C H A N G E D I N J U LY 2 0 0 7 .

In July 2007, the percentage of Liberal/National Party supporters who agreed with the statement “If we don’t act now, we’ll
never control our environmental problems” dropped substantially (reaching a low of 56.8% in March 2012) and it has not
recovered (currently sitting at 69.5%), while almost 90% and above Green and ALP voters continue to agree.

This trend could be a reflection of either voters leaving the Liberal/National Party due to their position on the environment
or it could be that once the issue became political, voters followed their respective parties’ policies.

71
 2

AT HEART I’M A N E N V I R O N M E N TA L I S T

72
I N M A R C H 2 0 1 7 , 6 3 . 1 % O F A U S T R A L I A N S 1 4 + A G R E E T H AT ‘ AT H E A R T I ’ M A N
E N V I R O N M E N TA L I S T .’

At heart I'm an
environmentalist

Agreement levels dropped in light of the

backlash to the Carbon Tax introduction
In December After the September Agreement levels (60.9% in June 2012 to 57.1% in March
1998, 53.3% of 11 attacks, no change dropped slightly 2013), when the LNP in opposition was
Australians 14+ was observed until during the Global campaigning to repeal the Carbon Tax.
agreed. This mid 2005. Financial Crisis (from Since 2013, there has been an increase
rose to 68.8% in 88.8% in September in proportion of Australians agreeing to
September 2007 to a low of being environmentalists at heart (63%
2001. 73.1% in March 2012). now)

73
I N 2 0 1 7 , A L P A N D G R E E N V OT E R S A R E S I G N I F I C A N T LY M O R E L I K E LY TO A G R E E T H AT T H E Y
A R E E N V I R O N M E N TA L I S T S AT H E A R T . W O M E N A N D D E G R E E H O L D E R S A R E A L S O M O R E L I K E LY
TO A G R E E , A S A R E T H O S E A G E D 5 0 - 6 4 A N D T H O S E W H O A R E R E T I R E D .
63.1% of Australians agree with the statement that at heart they are environmentalists. But there are key demographic
groups that feel more strongly than the average:

69.4% of people who have

65.4% of women
retired.
(vs 60.8% of men)

86.8% of Greens voters

69.9% of people with a 65.6% of

diploma or degree professionals/managers

68.3% of ALP voters

vs 55.0% of Liberal/National
66.9% of Victorians Party voters
(vs. 60.7% of New South 69.4% of people aged 50-64
Welshman) (vs 51.1% of people aged 18-24)

All are statistically significant using a one-tail test at the 95 percentile when compared to the total population.

74
I N 1 9 9 8 , 5 5 . 3 % O F W O M E N V S 5 1 . 1 % O F M E N A G R E E D T H AT AT H E A R T I ’ M A N
E N V I R O N M E N TA L I S T ; S I M I L A R G A P E X I S T S N O W, E V E N T H O U G H B OT H G E N D E R S A R E AT
H I G H E R L E V E L S O F A G R E E M E N T.

When Roy Morgan first asked Australians in December 1998 if they agreed or disagreed with the statement “At heart I’m
an environmentalist”, about 4 percent more women than men agreed that they were (55.3%). This gap started to close
from 1998 to September 2001, with more men agreeing to the statement. The gap has diverged since September 2014
and up until March 2017, the gap remains 4 percentage points.

75
F O R T H E L A S T 1 9 Y E A R S O L D E R A U S T R A L I A N S ( T H O S E A G E D 5 0 - 6 4 A N D 6 5 + ) H AV E
I D E N T I F I E D M O R E W I T H B E I N G E N V I R O N M E N TA L I S T S . T H E L A S T C O U P L E O F Y E A R S S E E
YO U N G E R C O H O R T S A L S O E X P R E S S I N G H I G H E R A G R E E M E N T ( 2 5 - 3 4 I N PA R T I C U L A R ) .
Australians aged 65+ increased 20% over the last 19 years, and 50-64 increased 14% over the same period. These high rates increased
rapidly until September 2001. This is quite interesting as the same older age groups had the higher incidence of agreeing that threats were
exaggerated and products are overpriced.
Australians aged 25-34 have increased in their agreement with the statement, increasing above 35-49 year olds over certain points in
December 2014 at 61% and June 2016 at 64%.

76
A T 6 7 % , V I C TO R I A H A S T H E H I G H E S T P E R C E N TA G E O F P E O P L E W H O A G R E E W I T H T H E
S TAT E M E N T ‘A T H E A R T I ’ M A N E N V I R O N M E N TA L I S T ’, N S W H A S T H E L O W E S T .

Tasmania has had the largest increase over the past 19 years in percentage of people agreeing with the statement,
followed by Victoria. The percentage of Tasmanians agreeing with the statement increased 14.6 percentage points from
46.4% to 61.0%, while Victoria increased 13.4 percentage points, from 53.5% to 66.9%.

Although Tasmania has had the largest increase, it continues to have the lowest levels of agreement across states, along
with NSW.

77
M O R E V OT E R S F O R T H E G R E E N S P A R T Y C O N S I D E R T H E M S E LV E S TO B E A N
E N V I R O N M E N TA L I S T . T H E A L P A N D L N P T R A C K E D S I M I L A R LY U N T I L T H E G F C
Once the issue became a political issue, voters followed party policies. From September 2001 to early 2007,
Liberal/National Party and ALP voters were quite similar.
In June 2007, the percentage of Liberal/National Party supporters who agreed with the statement “At heart I’m an
environmentalist” began to drop, falling from 65.6% to 50.4% in September 2015, while Green and ALP voters have
continued to agree at a higher percentage. Currently 55.o% of LNP voters agree with the statement in March 2017.

78
 3

T H R E AT S TO THE ENVIRONMENT
A R E E X A G G E R AT E D

79
2 5 . 8 % O F A U S T R A L I A N S 1 4 + A G R E E T H AT “ T H R E AT S TO T H E E N V I R O N M E N T A R E
E X A G G E R AT E D ” I N M A R C H 2 0 1 7 C O M PA R E D TO 2 1 . 6 % I N D E C E M B E R 1 9 9 8 .

Currently the trend is heading

Both the GFC and the Anti-Carbon towards pre-GFC levels, with
Tax campaigns saw more Australians one fourth of the Australians
findings environmental threats to be finding these threats to be over
exaggerated. Agreement levels rose exaggerated.
during the Global Financial Crisis,
from 22.3% in June 2007 to 36.7% in
March 2012.
Threats to the
environment are
exaggerated

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I N 2 0 1 7 , L I B E R A L A N D N AT I O N A L P A R T Y V OT E R S A R E S I G N I F I C A N T LY M O R E L I K E LY TO
A G R E E T H AT T H R E AT S TO T H E E N V I R O N M E N T A R E E X A G G E R AT E D . M E N A N D S K I L L E D
W O R K E R S A R E A L S O M O R E L I K E LY TO A G R E E
25.8% of Australians agree with the statement that threats to the environment are exaggerated. But there are key
demographic groups that feel more strongly than the average:

33.4% of people who have

30.6% of men
retired.
(vs 21.0% of
women)
45.5% of National Party
voters
29.5% of skilled workers 28.7% of home owners
(vs. 14.6% of semi- (vs. 23.7% of renters)
professionals)
40.3% of Liberal Party voters

vs 17.8% of ALP voters and

29.0% of Queenslanders 3.6% of Greens voters
(vs. 22.0% of Western 35.0% of people aged 65+
Australians) (vs 20.7% of people aged 25-34)

All are statistically significant using a one-tail test at the 95 percentile when compared to the total population.

81
I N 1 9 9 8 , 2 4 . 8 % O F M E N V S 1 8 . 4 % O F W O M E N A G R E E D T H AT T H R E AT S TO T H E
E N V I R O N M E N T A R E E X A G G E R AT E D . F R O M 2 0 0 7 P E O P L E A G R E E I N G W I T H T H E S TAT E M E N T
I N C R E A S E D U N T I L M A R C H 2 0 1 2 , A S AT T I T U D E S B E G A N TO C H A N G E B A C K .
Men have consistently agreed with the statement more than women in the last 19 years.

When Roy Morgan first asked Australians in October 1998 if they agreed or disagreed with the statement “Threats to the
environment are exaggerated”, 6.4% more men than women agreed that they were.
After reaching a peak in March 2012 with 31.8% of women and 41.8% of men in December 2011 agreeing with the
statement, the agreement levels have since decreased; 30.6% of men and 21.0% of women agreeing in March 2017.

82
6 5 + A U S T R A L I A N S H AV E C O N S I S T E N T LY F O U N D T H R E AT S TO T H E E N V I R O N M E N T TO B E
E X A G G E R AT E D , M O R E T H A N A N Y OT H E R A G E G R O U P S .

A higher proportion of older Australians (50+) agree with this statement than other age groups. However, during the GFC
and Anti-Carbon Tax campaign, all age groups saw an increase in the percentage of people who agreed with this
statement.

People aged 14-17 had large fluctuations through the period, with peaks in March 2006 to March 2007 and in June 2010
and then a drop in March 2017 at 19.1%. The percentage of 18-24 year olds who agreed increased 5% from 17.3% to
22.3%, close to where it had been two years prior at 25.0%.

83
A H I G H E R P R O P O R T I O N O F Q U E E N S L A N D E R S A G R E E T H AT T H R E AT S TO T H E E N V I R O N M E N T
A R E E X A G G E R AT E D T H A N A N Y OT H E R S TAT E – 2 9 % V S T H E N AT I O N A L AV E R A G E O F 2 6 %

Victoria went from having the lowest percentage who agree with the statement in 1998 at 17.4% to the third highest in
2017 at 24.2%.

Each state experienced a similar trend increase over December 1998 to September 2007, with Tasmania consistently
having the highest percentage who agree. From 2007 to 2011, with a few fluctuations, Queensland overtook to be at the
top, with 29.0% agreeing currently.

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P R I O R TO 2 0 0 7 , V OT E R S O F T H E M A J O R PA R T I E S H A D S I M I L A R V I E W S O N W H E T H E R
T H R E AT S W E R E E X A G G E R AT E D . T H I S C H A N G E D D R A M AT I C A L LY W I T H L N P V OT E R S A F T E R THE
G F C - N O W T W O I N F I V E B E L I E V E T H R E AT S TO T H E E N V I R O N M E N T A R E E X A G G E R AT E D .
A higher proportion of LNP voters began to agree with the statement during the GFC, from 29.5% in June 2007 to 53.1% in March
2012. Greens and ALP voters also rose slightly but this reversed after 2012 to lower levels in March 2017 than in 1998.

The LNP is beginning to return to lower levels, but it is still higher than any of the major parties, currently 40.6% of LNP voters
agree with the statement.

85
 4

‘ E N V I R O N M E N TA L LY F R I E N D LY ’
PRODUCTS ARE OVERPRICED

86
I N M A R C H 2 0 1 7 , 6 8 . 1 % O F A U S T R A L I A N S 1 4 + A G R E E T H AT “ ‘ E N V I R O N M E N TA L LY
F R I E N D LY ’ P R O D U C T S A R E O V E R P R I C E D ” C O M PA R E D TO 5 8 . 1 % I N D E C E M B E R 1 9 9 8 .

‘Environmentally
friendly’ products are
overpriced

A slight increase in From the end of the GFC through

agreement levels observed to March 2017, the trend has
on this statement during the been fairly consistent, without
GFC (not as dramatic, as on being majorly affected by the
some of the other attitudes) introduction of the Carbon Tax
and Tony Abbott’s election win in
September 2013.

87
I N 2 0 1 7 , L I B E R A L A N D N AT I O N A L P A R T Y V OT E R S A R E S I G N I F I C A N T LY M O R E L I K E LY TO
A G R E E T H AT E N V I R O N M E N TA L LY F R I E N D LY P R O D U C T S A R E O V E R P R I C E D . 6 5 + A N D
Q U E E N S L A N D E R S A R E A L S O M O R E L I K E LY TO A G R E E
68.1% of Australians agree with the statement that ‘environmentally friendly’ products are overpriced. But there are
key demographic groups that feel more strongly than the average:

71.9% of people who have

69.3% of men
retired.
(vs 66.3% of
women)
73.2% of National Party
voters
71.0% of semi-skilled 69.9% of renters
workers (vs. 66.3% of paying off
(vs. 57.1% of professionals) home)
72.4% of Liberal Party voters

vs 67.1% of ALP voters and

70.9% of Queenslanders 45.7% of Greens voters
(vs. 66.5% of New South 73.0% of people aged 65+
Welshman) (vs 62.0% of people aged 14-17)

All are statistically significant using a one-tail test at the 95 percentile when compared to the total population.

88
I N 1 9 9 8 , 6 1 . 2 % O F W O M E N V S 5 4 . 9 % O F M E N A G R E E D T H AT E N V I R O N M E N TA L LY
F R I E N D LY P R O D U C T S A R E O V E R P R I C E D . O V E R 1 9 Y E A R S , A N I N C R E A S I N G N U M B E R O F MEN
A N D W O M E N A G R E E , A LT H O U G H T H E R E H A S B E E N A S H A R P E R I N C R E A S E A M O N G M E N

In October 1998, 6.3% more women than men agreed with the statement “‘Environmentally friendly’ products are
overpriced”.
Since 1998, both men and women’s attitudes have grown more and more alike, with now slightly more men than women
agreeing with the statement.

89
I N 1 9 9 9 , A N E Q U A L P R O P O R T I O N O F L A B O R V OT E R S A N D L N P V OT E R S A G R E E D T H AT
E N V I R O N M E N TA L LY F R I E N D LY P R O D U C T S A R E O V E R P R I C E D . O V E R T I M E , M O R E O F B OT H
G R O U P S A G R E E , A LT H O U G H S L I G H T LY M O R E L N P V OT E R S A G R E E V S . A L P )

LNP voters have steadied their agreement levels, but continue to be higher than any of the major parties, currently 72.5% of LNP
voters agree with the statement.

90
 ISSUE OF M O S T I M P O R TA N C E

91
I N M ARCH 2 0 1 7 , 1 6 . 4 % OF AUSTRALIANS 1 4 + A G R E E T H ATG L O B A L WA R M I N G A N D C L I M AT E C H A N G E S
A R E I S S U E S O F M O S T I M P O R TA N C E C O M PA R E D T O 9.5% IN M ARCH 2 0 0 6 .

92
 I SSUE OF M OST I MPORTANCE
› Australians 14+ are asked in Single Source which three issues are most important to them. These issues include:
› Global warming and climate change
› Managing the economy
› Improving education
› Reducing unemployment
› Improving health services and hospitals
› Defence and national security

93
I N 2 0 1 7 , S EMI- P ROFESSIONALS, A B Q UINTILE, AND U NIVERSITY S TUDENTS AND
G R A D U AT E S A R E S I G N I F I C A N T LY M O R E L I K E LY TO A G R E E T H AT G L O B A L W A R M I N G A N D
C L I M AT E C H A N G E I S T H E I S S U E O F M O S T I M P O R TA N C E TO T H E M .
16.5% of Australians agree with the statement that Global Warming and climate change is one of the three most
important issues to them. But there are key demographic groups that feel more strongly than the average:

26.0% of AB 17.4% of people living in a

Quintile capital city
(vs 9.3% of FG (vs 14.9% of country areas)
Quintile)
59.9% of Greens voters

24.6% of people with 27.9% of semi-

some/now at university professionals and
and 21.7% of people with a 25.3% of professionals
diploma or degree 23.8% of ALP voters

vs 14.0% of Liberal/National
19.4% of Victorians Party voters
20.6% of people aged 18-24
(vs 15.0% of people aged 65+)

All are statistically significant using a one-tail test at the 95 percentile when compared to the total population.

94
A H I G H E R P R O P O R T I O N O F V I C TO R I A N S A G R E E T H AT G L O B A L W A R M I N G A N D C L I M AT E
C H A N G E A R E I S S U E S O F M O S T I M P O R TA N C E T H A N A N Y OT H E R S TAT E – 1 7 % V S T H E
N AT I O N A L AV E R A G E O F 1 4 %
Queensland and Western Australia had the lowest proportion of those who agreed with the statement, with Queensland
deceasing from 12% to 11% when the question was first asked in 2006.

95
G R E E N S V OT E R S H AV E I N C R E A S E D I N T H E I R A G R E E M E N T T H AT G L O B A L W A R M I N G A N D
C L I M AT E C H A N G E A R E T H E I S S U E S O F M O S T I M P O R TA N C E

LNP voters have steadied their agreement levels, but continue to be higher than any of the major parties, currently 72.5% of LNP
voters agree with the statement.

96