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MEASURING PERCEPTIONS OF CEMENT AND CONCRETE THE EUROPEAN EXPERIENCE

FICEM - XXII GENERAL ASSEMBLY Santiago, Chile. MEASURING PERCEPTIONS OF CEMENT AND CONCRETE THE EUROPEAN EXPERIENCE. WHO ARE WE?. RI*QUESTA Dr Bernhard Rieder VisionAble Dr Jean-Marie Chandelle both involved in CEMBUREAU work. WHY GO FOR A PERCEPTION SURVEY?.

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MEASURING PERCEPTIONS OF CEMENT AND CONCRETE THE EUROPEAN EXPERIENCE

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  1. FICEM - XXII GENERAL ASSEMBLY Santiago, Chile MEASURING PERCEPTIONS OF CEMENT AND CONCRETETHE EUROPEAN EXPERIENCE

  2. WHO ARE WE? RI*QUESTA Dr Bernhard Rieder VisionAble Dr Jean-Marie Chandelle both involved in CEMBUREAU work

  3. WHY GO FOR A PERCEPTION SURVEY? • Why does an industry undertake a perception survey of its products / its own image? • Why did European Industries opt for a Pan European Survey? Construction products and corresponding industries are surveyed in Europe experience since 2004, including cement / concrete

  4. reliable base of knowledge to define activities and allocate resources repre- sentative Opinion Surveys entry to constructive dialogue with stakeholders needed tool to measure development and progress

  5. methodology • Targeted audience(s) • Sampling • Interview mode • Questionnaire & order of questions • Common questionnaire or common core + specifies

  6. Core Questionnaire Nat‘l Option supple- mentary questions to be asked AFTER the CORE questions identical in all countries Core Sample identical in all countries Same way of recruiting & interviewing booster sample Nat‘l Option

  7. Minimum Scope of Survey in order to provide valid and most useful results  perceptual background reg. the quality of urban development, the quality of life in the resp‘s residential area, of the local environment, of waste management  rating of cement & concrete vs. benchmarks at least 6 - 8 „materials“ (if not „industries“, too) on 2 - 3 aspects  party/ies perceived as most responsible for specific issues e.g. for cleaning up debris/construction waste, abondened/decayed buildings for providing/ensuring safe and comfortable buildings, for ensuring ………..  vote on the future of cement & concrete  most important challenge to be met by cement & concrete

  8. Scope of previous surveys on cement / concrete • Comparative analysis on a number of key parameters • General public + decision makers • Perceptions correlated with perceived knowledge of sustainability • Socio-demographic types • But not a detailed survey for marketing purposes or to measure specific traits PES can be usefully supplemented by qualitative / quantitative analysis

  9. PUBLIC perceptionsOF CEMENT & CONCRETEIN EUROPE

  10. PUBLIC IMAGE OF CEMENT & CONCRETE Profile of the Surveys conducted on behalf of PlasticsEurope DE Germany representative samples of nat’l adult populations, n  1,000 each country ES Spain FR France interviews conducted by well-known nat’l institutes from March 21 – April 27 GB Great Britain IT Italy  totally compatible tracking vs. 2007, 2004, 2002 PL Poland

  11. PUBLIC IMAGE OF CEMENT & CONCRETE Overall Image of Cement & Concrete as Material „positive“ 2011 vs 2007 vs 2004 + 3 + 11 + 1 0 + 4 - 1 - 4 - 17 0 - 21 - 1 + 4 * Please, tell me your overall impression of … on a scale from 1=very positive to 6=very negative

  12. PUBLIC IMAGE OF CEMENT & CONCRETE Overall Image of Cement & Concrete as Material Time Series “(more) positive” 84 DE 81 75 71 68 GB 64 IT 62 ES 58 FR 56 PL

  13. PUBLIC IMAGE OF CEMENT & CONCRETE Overall Image of Cement & Concrete as Industry „positive“ 2011 vs 2007 vs 2004 0 - 2 - 4 - 1 + 8 + 9 - 4 - 18 + 2 + 1 - 1 - 22 * Please, tell me your overall impression of … on a scale from 1=very positive to 6=very negative

  14. PUBLIC IMAGE OF CEMENT & CONCRETE Overall Image of Cement & Concrete as Industry Time Series “(more) positive” 83 79 DE 75 66 62 IT, GB 54 FR 53 ES 50 PL

  15. PUBLIC IMAGE OF CEMENT & CONCRETE Overall Image Development “(more) positive”2011 vs. 2004 2011 DE 2004 as MATERIAL GB IT ES FR PL as INDUSTRY

  16. PUBLIC IMAGE OF CEMENT & CONCRETE Overall Image vs. other Materials „positive“ vs 2007 vs 2004 + 2 - 1 + 40 + 3 - 3 + 3 - 1 + 1 - 1 + 1 - 1 0 + 1 * Specific results for Plastics and Chemicals not shown for confidentiality reasons

  17. PUBLIC IMAGE OF CEMENT & CONCRETE Overall Imagevs. other Industries „positive“ vs 2007 vs 2004 + 4 - 1 + 6 + 1 + 5 - 4 + 4- 1 + 4- 1 + 1 - 4 + 2 - 3 * Specific results for Plastics and Chemicals not shown for confidentiality reasons

  18. PUBLIC IMAGE OF CEMENT & CONCRETE Overall Image vs. other Materials & Industries EU6 total 2011 timber / forestry 2004 glass paper / carton positive as MATERIAL steel / tinplate cement & concrete aluminium positive as INDUSTRY

  19. PUBLIC IMAGE OF CEMENT & CONCRETE Overall Image vs. other Materials & Industries INDEXED by Country nat‘l ave industries 2011 2004 DE vs average of all 8 MATERIALS GB nat‘l ave materials FR ES PL IT vs average of all 8 INDUSTRIES

  20. PUBLIC IMAGE OF CEMENT & CONCRETE Overall Image Summary  Majorities in all countries hold a positive overall image of cement & concrete - as material and as industry, even though at different levels [DE highest – FR, ES, PL lowest]  Rather small changes since 2007, but compared to 2004  significant improvement for the material in DE and IT  most significant decline for the material and for the industry in ES and PL  slightly more favourable development for important benchmarks like glass, steel

  21. PUBLIC IMAGE OF CEMENT & CONCRETE Overall Image Summary [cont’d]  Compared to all surveyed materialsand industries [indexed vs. average of materials and industries by country]  DE is only country holding an „above-average-position“  FR improved to a „close to average-position“  GB declined to a „close to average-position“  ES, PL, and also IT [because other materials and industries developed even better] declined strongly to clear „below average-positions“

  22. PUBLIC IMAGE OF CEMENT & CONCRETE Rating as ‘most useful in household’s everyday life’ EU6 total high low GB 26 DE 18 DE 37 ES 12 FR 17 GB 7 GB 5 PL 2 GB 6 DE 1 ES 4 PL 1 [plast/chem *] * Specific results for Plastics and Chemicals not shown for confidentiality reasons

  23. PUBLIC IMAGE OF CEMENT & CONCRETE Rating as ‘causing the least negative envt’l impact’ EU6 total high low DE 51 IT 23 IT 31 DE 18 ES 20 PL 11 ES 6 IT 2 ES 6 DE 1 GB 5 PL 1 [plast/chem *] * Specific results for Plastics and Chemicals not shown for confidentiality reasons

  24. PUBLIC IMAGE OF CEMENT & CONCRETE Positioning on ‘daily usefulness’ & ‘envt’l impact’ EU6 total paper/ board wood/ timber most use- ful in hh‘s daily life glass cement & concrete steel/tinplate aluminium least negative envt‘l impact

  25. PUBLIC IMAGE OF CEMENT & CONCRETE Rating as ‘causing the least negative envt’l impact’ 2011 vs. 2007 cement concrete alumi- nium steel tinpl glass paper board wood timber EU6 total France Germany Great Britain Italy Poland Spain 0 + 1 - 1 + 3 - 1 + 1 0 + 1 - 1 + 1 + 2 + 2 - 1 0 + 1 0 - 1 + 2 0 + 1 + 3 + 5 + 9 + 7 + 8 + 1 + 1 + 4 + 7 + 4 + 10 + 5 + 7 + 1 + 10 - 8 - 7 - 13 + 10 - 20 - 8 - 10

  26. PUBLIC IMAGE OF CEMENT & CONCRETE Rating as ‘causing the least negative envt’l impact’ 2011 vs. 2002 cement concrete alumi- nium steel tinpl glass paper board wood timber EU4 total France Germany Great Britain * Italy Poland * Spain + 1 0 + 1 - 1 + 2 + 1 0 + 1 + 3 0 + 1 - 2 + 2 - 1 + 4 + 3 + 3 + 4 + 2 + 8 + 8 + 1 + 8 + 14 + 9 + 2 + 7 + 7 - 11 + 17 * not asked in 2002

  27. PUBLIC IMAGE OF CEMENT & CONCRETE Positioning on ‘daily usefulness’ & ‘envt’l impact’ Summary  Timber, paper/board and glass dominate – although at country-specific levels - general publics‘ perceptions of daily most useful [because highly tangible in daily life] and of environmentally friendly materials [because of high ‚recycability‘-image]  In contrast: Cement & concrete, steel & tinplate and aluminium are „behind the curtain“ of tangible consciousness and of low-image on both aspects in all countries

  28. PUBLIC IMAGE OF CEMENT & CONCRETE Positioning on ‘daily usefulness’ & ‘envt’l impact’ Summary [cont’d]  In particular glass and [except IT] timber have increased their envt‘l image-advantage over the past 10 years  Comparing public ratings of glass and paper/board on the one hand of cement&concrete, steel, aluminium on the other indicates the lack of balanced public understanding of these materials and industries with regard to energy-aspects

  29. PUBLIC IMAGE OF CEMENT & CONCRETE Sociodemographics Overall Impression of Cement & Concrete as Material men vs. women old vs. young high vs. low ed. managers vs. genpop op. leaders vs. genpop - 5 - 11 - 3 - 3 - 6 + 13 + 5 - 2 - 6 + 3 - 1 - 5 + 2 0 + 3 - 8 + 3 + 2 - 8 + 3 + 3 EU6 total France Germany Great Britain Italy Poland Spain + 5 + 2 + 3 + 12 + 3 + 10 + 2 0 + 7 - 3 - 4 - 1 - 1 - 7

  30. PUBLIC IMAGE OF CEMENT & CONCRETE Sociodemographics Overall Impression of Cement & Concrete as Industry men vs. women old vs. young high vs. low ed. managers vs. genpop op. leaders vs. genpop - 4 - 18 - 12 + 8 - 4 + 11 + 10 - 1 - 15 + 6 + 6 + 3 + 2 - 2 + 1 - 4 + 2 - 6 - 7 + 7 + 1 EU6 total France Germany Great Britain Italy Poland Spain + 5 - 3 + 6 + 9 + 6 + 7 + 1 - 1 + 5 - 7 - 11 + 5 + 1 - 9

  31. PUBLIC IMAGE OF CEMENT & CONCRETE Sociodemographics Rating as ‘most useful in household’s everyday life’ men vs. women old vs. young high vs. low ed. managers vs. genpop op. leaders vs. genpop 0 - 1 + 2 - 1 - 1 + 1 - 3 0 0 - 1 - 1 - 1 + 1 0 - 1 - 2 + 1 + 1 - 1 + 3 - 3 EU6 total France Germany Great Britain Italy Poland Spain + 2 + 1 + 1 + 2 + 3 + 5 + 1 - 1 - 4 0 - 2 - 3 + 3 + 1

  32. PUBLIC IMAGE OF CEMENT & CONCRETE Sociodemographics Rating as ‘causing the least negative envt’l impact’ men vs. women old vs. young high vs. low ed. managers vs. genpop op. leaders vs. genpop - 1 - 1 0 - 2 - 1 - 1 - 3 - 1 - 1 - 1 - 1 - 1 + 1 - 3 0 - 1 + 1 - 2 0 - 1 - 1 EU6 total France Germany Great Britain Italy Poland Spain + 1 - 2 + 1 + 1 + 3 0 + 1 - 2 - 4 - 2 + 1 - 1 + 3 - 8

  33. PUBLIC IMAGE OF CEMENT & CONCRETE Sociodemographics Summary  Gender-Gap yes: men tend to rate cement&concrete more positive than women  Any other sociodemographic patterns: highly country-specific ‚the young‘ NOT consistently more critical than the older ‚high formal education‘ and / or ‚high job position‘ NOT a consistent image-advantage, but even a strong disadvantage e.g. in FR ‚opinion leaders‘ more critical than public ave. in FR, IT

  34. PUBLIC IMAGE OF CEMENT & CONCRETE Role of ‘Sustainability’ among Public Audiences Survey-based Theses  Mere Awareness of the term ‚Sustainability‘/‚SD‘ highest levels measured so far in DE in 20021), pushed in advance of the „World Summit on SD“ in Johannisburg [gen. public 53%, young better educ. 61%, decision makers 72%] NO increase up to 2007 2) due to focus of public concerns on globalization issues est. maximumlevels today ca. 15 – 20% higher 3) due to media coverage relating the term to energy issues, food issues, climate change, ‚new ways of consumption‘ etc. 1) Ri*QUESTA, PanEuropean Survey on Materials 2002, 2004, in 11 countries 2) Ri*QUESTA, Tracking surveys in DE 3) Verbraucher-Initiative e.V. & Coca-Cola, 03-2011, „Nachhaltige Lebensweisen“

  35. PUBLIC IMAGE OF CEMENT & CONCRETE Role of ‘Sustainability’ among Public Audiences Survey-based Theses [cont’d]  Unaided Interpretation of the term ‚Sustainability‘/‚SD‘ 1) ca. 20% „global interpretation“ like Brundtland-definition ca. 40% „no idea of meaning“, just have heard the term ca. 40% „single-minded interpretation“ focused on either environmental, economic or social&ethics issues strongest focus of „single-minded interpretation“ varies over time according to priority concerns „environmental“ related to e.g. climate change, energy issues „economic“ related to e.g. globalization, unemployment „social&ethical“ related to e.g. corporate scandals 1) See same sources as mentioned under point 1

  36. PUBLIC IMAGE OF CEMENT & CONCRETE Role of ‘Sustainability’ among Public Audiences Survey-based Theses [cont’d]  ‚Sustainability‘/‚SD‘-demands directed to industries 1) heavily skewed to traditional, defensive environmental, health and safety topics[„reduce environmental, health & safety risks posed by your products and by the way you produce them“] supplemented by 2) industry-specific aspects [e.g. „stop child labour“ in textiles] varying acute issues [e.g. „safeguard jobs“, „create new jobs“, „provide fair wages“, „stop relocation to abroad“, „stop excessive top management salaries“, …] 1) See same sources as mentioned under point 1 2) Corporate Social Responsibility Monitor, annual survey in 25+ countries

  37. PUBLIC IMAGE OF CEMENT & CONCRETE Role of ‘Sustainability’ among Public Audiences Survey-based Theses [cont’d]  Behavioural Relevance of ‚Sustainability‘/‚SD‘ 1) Except for small minorities [mostly in the area of food]: NONE Vast majorities of general publics have delegated „needs of action on SD“ - acc. to their interpretation - to industries/companies, NGOs, politicians behave in selfish terms [e.g. even when buying energy-saving items, … if it pays] are not willing to make sacrifices to the benefit of global Sustainability/SD 1) See same sources as mentioned under the previous points, plus Eurobarometer Surveys on „Europeans and the Environment“

  38. PUBLIC IMAGE OF CEMENT & CONCRETE Role of ‘Sustainability’ among Public Audiences Survey-based Theses [cont’d]  Key Issues and Challenges for Public Communication the general term ‚Sustainability / SD‘ evokes a-priori inter- pretations, which are putting you into a defensive position lay audiences are not used to think the way [global, long-term, multi-factorial assessments, what-if-scenarios, alternative costs / shadow prices]that makes your rationale of ‚Sustainability / SD‘ DO NOT convey ABSTRACTMACRO-SD-performance MESSAGES DO present SPECIFIC, TANGIBLE, VALID EXAMPLES of your SD- performance in public terms, that prove your concept of Sustainability - ,,, even without using the general, unspecific, often misused term

  39. PUBLIC IMAGE OF CEMENT & CONCRETE Appendix: The Questions asked Overall Image-Question Now, I would like you to rate your overall impression toward several MATERIALS [industries] on a scale from 1 to 6. On this scale, a rating of 1 indicates that you have a VERY POSITIVE impression of that material, while a rating of 6 indicates that you have a VERY NEGATIVE impression. You can use any number from 1 to 6, just remember, the closer to 1, the more positive, and the closer to 6, the more negative your feelings. MATERIALS • aluminium • cement and concrete • chemicals • wood, timber • glass • paper and board • plastics • steel and tinplate INDUSTRIES • aluminium industry • cement and concrete-industry • chemical industry • forestry industry • glass industry • paper and board-industry • plastics industry • steel and tinplate industry

  40. PUBLIC IMAGE OF CEMENT & CONCRETE Appendix: The Questions asked Positioning-Question Which one of these materials is from your opinion … a) the most useful, valuable, in your personal household’s everyday life? b) causing the least negative environmental impact – from their production along their use and up to their disposal ? MATERIALS • aluminium • cement and concrete • chemicals • wood, timber • glass • paper and board • plastics • steel and tinplate

  41. What can ficem learn from European experience? • Added value from regional, multinational approach • Comparison with other materials / industries  benchmarking • Possible to start with a few countries – provided that, in each country, the methodology is the same (FICEM to define common methodology) • Possible to address country specific issues (flexibility) • Typologies essential for communication purposes

  42. How to proceed practically? • Methodology and preparation by RI*QUESTA / VisionAble in cooperation with FICEM • Countries may join on an individual basis • Field work by best national agencies / in local language coordinated by RI*QUESTA • Analysis and Report + presentation by RI*QUESTA and VisionAble

  43. How much does it cost? • Fixed cost - establish the methodology and concept - translation of common questionnaire • Variable cost per each participation country • Analysis / Report / presentation

  44. www.cembureau.eu

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