HP study finds climate crisis is changing parental decisions on purchasing, careers and even family size.
HP announced new global research conducted by Morning Consult revealing the serious actions many parents are taking due to climate change, from everyday decisions to long-term family planning.
The study among parents in India, Mexico, Singapore, United Kingdom and United States found that 91% of parents are concerned about the climate crisis, leading to changes that are reshaping their lives and purchasing habits. More than half (53%) say it has impacted their perspective on having more children. Forty-three percent of respondents said they had reconsidered working for a company based on its commitment to environmental and social issues.
The research also found many parents favour companies that are taking action to address climate change. Nearly two-thirds (64%) of parents prefer products that are sustainably sourced and 60% say sustainable company practices play a large part in their purchasing habits. That is despite the findings that the vast majority of parents (84%) acknowledge the cost of living is rising and more than half (57%) believe engaging in environmentally friendly practices takes up a lot of time.
“Families, like all our customers, rely on HP to connect them to the things that matter most, be it work, entertainment or loved ones,” said Michele Malejki, Global Head of Social Impact. “It’s one of the reasons parents are top of mind for us. And like every generation before them, today’s parents have their own unique pressures, especially the climate crisis. It’s why we’re going beyond our business impact to make our business better for people and the planet.”
While parents are taking personal action, most also believe key players in the corporate world must act, too. Most parents (51%) believe that companies have “a lot” of responsibility in holding themselves accountable on climate action, as opposed to customers (36%).
“Our research correlates to what we see in our business: we are keeping customers, winning new sales, and attracting talent because of our Sustainable Impact initiatives and sustainable products,”?said James McCall,?Chief Sustainability Officer. “If we are serious about changing the trajectory of the climate crisis, industry must go beyond, changing the mindset of ‘do no harm’ to ‘do?more good.’”
The findings come as HP releases its annual Sustainable Impact report for the twenty-second year.
HP commissioned global research firm Morning Consult to conduct independent research on this topic. It was conducted between 18-26 May 2023 among a sample of 5,007 adults in the U.S., United Kingdom, India, Mexico and Singapore. Results from the full survey have a margin of error of plus or minus 3 percentage points.
