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Nearly 40 Percent of Americans Doubt Their Knowledge of Basic ScienceNearly two in five Americans (39 percent) question their basic understanding of scientific concepts, according to the sixth annual Sense & Sustainability® Study released today by G&S Business Communications (G&S). G&S is a global business communications firm with expertise in corporate social responsibility (CSR (News - Alert)) and sustainability for the advanced manufacturing, agribusiness and food, clean technology and energy, consumer, financial and professional services, and home and building markets. Although environmental and CSR communications from companies taking part in Earth Day and other global movements are certainly on the rise, the study finds that 40 percent of Americans say they are not well informed about how businesses can operate responsibly. Yet, consumers do consider environmental and social causes when making brand choices, with more Americans saying human rights (41 percent) or wildlife protection (33 percent) are "very influential" on their decisions, in comparison to other issues including deforestation (25 percent) or climate change (24 percent). With major businesses having taken a public stance on controversial news about human rights issues, such as state laws regarding marriage equality and the legalization of medical marijuana, it appears that the topics may be weighing heavily on the minds of Americans. G&S commissioned Harris Poll to conduct the sixth edition of the Sense & Sustainability Study. The survey was fielded online between April 14 and 16, 2015, among 2,055 U.S. adults. The timeframe of the research coincided with the period immediately preceding the 45th anniversary of Earth Day on April 22, 2015, a global event to support environmental protection. "Science forms the basis for credible sustainability communications, yet narratives that trigger an emotional connection are what can drive the public to take notice and take action," said Ron Loch, G&S senior vice president and managing director, sustainability consulting. "Deforestation and climate change have a profound impact on human rights and wildlife protection, but it is clear that focusing on benefits motivates audiences more than merely presenting problems. It is time to infuse greater emotional intelligence into CSR communication strategies, which can be more effective in influencing collective behavior along an organization's entire supply chain." Key findings include the following:
To obtain a summary of the G&S Sense & Sustainability® Study, please visit the company's website. About G&S Business Communications G&S Business Communications is an independent business communications firm with headquarters in New York and offices in Chicago, Raleigh, N.C., and Basel, Switzerland. The firm's global network extends across more than 50 countries through its PROI Worldwide partnership. G&S integrates business and communications strategies, using a full range of communications services, to build sustainable relationships for clients along the entire value chain. We inspire action that drives results. For more information, please visit www.gscommunications.com. About the G&S Business Communications Sense & Sustainability® Study The 2015 G&S Business Communications Sense & Sustainability Study is the firm's sixth annual survey of U.S. adults about business efforts to improve society and the environment through sustainable practices, products, or services. The survey was fielded on behalf of G&S by Harris Poll. The 2015 study was conducted online within the United States between April 14 and 16, 2015 via the QuickQuery online omnibus product among 2,055 U.S. adults ages 18 and older. The 2014 study was conducted online between January 9-13, 2014 among 2,038 U.S. adults ages 18 and older. No estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact Mary C. Buhay.
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