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1、ESG ACROSS BORDERS:THE CULTURAL CONTEXTJuly 2023IPSOS VIEWSESG SERIES2 Ipsos|ESG Across Borders:The Cultural ContextBRAZILPage 50 CONTENTSFOREWORDPage 03THE KALEIDOSCOPE OF EQUALITYPage 18“SUSTAINABILITY”:ARE WE ALL ON THE SAME PAGE?Page 06 THE CLIMATE OF CLIMATE CHANGE OPINIONPage 26 APPLYING CULTU
2、RAL TRANSFERABILITY ANALYSIS TO ESGPage 34 SOUTH AFRICAPage 54 CHINAPage 58INDIAPage 46USPage 41 3 Ipsos|ESG Across Borders:The Cultural ContextFOREWORDEnvironmental.Social.Governance.The domain of ESG stretches across a broad range of themes that are just as complex as they are far-reaching.To trul
3、y understand how society is evolving on ESG,we need to go really deep.A superficial understanding of the subject is unlikely to be enough.These are,after all,some of the most pressing and urgent challenges facing our world today.And further complicating matters,many ESG topics are interconnected,mak
4、ing it difficult to look at them in isolation.Like the Academy Award-winning film,it can feel like Everything Everywhere All at Once.Lauren Demar Chief Sustainability Officer and Global Head of ESG,Ipsos Lauren.DemarICultural TransferabilityUSSouth AfricaBrazilIndiaChinaClimate of Climate ChangeEqua
5、lity KaleidoscopeAll on the Same Page?Foreword4 Ipsos|ESG Across Borders:The Cultural ContextDeveloping programmes,services,policies,and strategies that are fit for purpose and which will help an organisation or government body to operate more sustainably in the long term is no easy task.Each countr
6、y has its own idiosyncrasies,grounded in history,context,language,and culture.Just because an approach works in one place does not mean it will be a success elsewhere.We took this as the impetus for this report.Our goal was to take a look at what ESG means for people around the world,from the perspe
7、ctive of their day-to-day lives.Our exploration takes us through their(often competing)priorities.It looks at the language people use,and how they relate to the larger topic at hand.It examines their expectations of businesses and institutions.It explores how individuals can be inspired and encourag
8、ed to take positive action.And it raises questions about how we can better understand,communicate,and innovate.Everything Everywhere All at Once.ESG is an overwhelming topic,full of nuance and differing opinions,with high expectations from citizens around the world,and many opportunities to get it r
9、ight(and wrong).Taking action on ESG initiatives is increasingly becoming a necessityone that starts with having an informed view on how society thinks.We hope this report provides ideas,information,and inspiration to help you develop your thinking.As you read,you will note that we have provided det
10、ails of the resources and references we found useful in bringing together this report.Let us knowwhat you think,and where we should go next.We look forward to joining you on your journey.Each country has its own idiosyncrasies,grounded in history,context,language,and culture.Just because an approach
11、 works in one place does not mean it will be a success elsewhere.Climate of Climate ChangeCultural TransferabilityUSSouth AfricaBrazilEquality KaleidoscopeIndiaChinaAll on the Same Page?Foreword5 Ipsos|ESG Across Borders:The Cultural ContextKEY LEARNINGSAmong the global public,the term“sustainabilit
12、y”has a much stronger association with environmental topics than social or governance topics,carrying different specific connotations in different countries.Organisations and government bodies must clearly define what they mean in their ESG communications.Which groups of society are perceived to be
13、facing the most unequal or unfair treatment varies dramatically from one country to another.But across all countries surveyed,there is a widespread agreement that governments are primarily responsible for reducing inequality.Globally,there is a shared sense that all countries will need to work toget
14、her in order to fully tackle climate change.But some countries feel they are being asked to sacrifice too much.Three cultural dimensions shape peoples attitudes,perceptions and behaviours towards ESG topics.Firstly,whether their cultures relationship with nature is more one of conquest or one of co-
15、existence.Secondly,their perceptions about who has the best agency to drive impact and make a difference.And thirdly,whether they prioritise benefits for the world at large or benefits to their personal lives and the lives of people around them.Vocabulary mattersPeople expect governments to lead the
16、 way in reducing inequalityThe fight against climate change is seen as a group effortCulture is keyClimate of Climate ChangeCultural TransferabilityUSSouth AfricaBrazilEquality KaleidoscopeIndiaChinaAll on the Same Page?Foreword66 Ipsos|ESG Across Borders:The Cultural Context“SUSTAINABILITY”:ARE WE
17、ALL ON THE SAME PAGE?Climate of Climate ChangeCultural TransferabilityUSSouth AfricaBrazilEquality KaleidoscopeIndiaChinaForewordAll on the Same Page?Fig.1 Mentions of#sustainability(English speaking markets)Source:Ipsos Synthesio,Global English,1st December 2019 31st June 2023.2000100806
18、040200Dec 19Feb 20Apr 20Jun 20Aug 20Oct 20Dec 20Feb 21Apr 21Jun 21Dec 22Feb 23Apr 23Jun 23Aug 21Oct 21Dec 21Feb 22Apr 22Jun 22Aug 22Oct 22Mentions(thousands)7 Ipsos|ESG Across Borders:The Cultural Context“SUSTAINABILITY”:ARE WE ALL ON THE SAME PAGE?“Sustainability”is a term that has rapidly been inc
19、orporated into everyday business language,often as an overarching term to encompass ESG(or Environment,Social,and Governance).It broadly focuses on delivering prosperity withconsideration of people and planet.1 A look at the frequency of mentions of this term on social media also suggests that the e
20、xpression is increasingly being used in online conversations(Figure 1).But do we really understand what people mean when they use this word,and does it hold the same meaning for everyone?Climate of Climate ChangeCultural TransferabilityUSSouth AfricaBrazilEquality KaleidoscopeIndiaChinaForewordAll o
21、n the Same Page?Fig.2 Associations with the term“sustainability”Q.Which of the following topics,if any,do you most associate with the word“sustainability”?Please select the top three.Source:Ipsos Global AdvisorBase:22,528 online adults aged 16-74 across 34 countries,26th August-9th September 2022.28
22、%24%24%23%22%20%19%17%15%12%10%10%7%4%2%Affordable and clean energyTaking action to combat climate changeConserving and responsible use of oceans and marine resourcesProtecting wildlife and restoring natural habitatsAccess to clean water and nutritious food for allEnsuring good health and wellbeing
23、for allEnding poverty and reducing inequalityInclusive and quality education for allPromoting peace,justice and strong institutionsGender equalityDont knowNone of theseMaking cities and human settlements more protected from natural disasterFull and productive employment and decent work for allEncour
24、aging more resilient and responsible industries that do not damage the environmentOnly producing and consuming what is needed and eliminating waste25%8 Ipsos|ESG Across Borders:The Cultural ContextWhat does“sustainability”mean to people across the world and in different contexts?What we asked:We ask
25、ed people across 34 countries which of 14 topics broadly based on the UNs Sustainable Development Goals(SDGs)they most associate with the word“sustainability”.What we learned:Environment is primaryEnvironmental themes dominate,with energy,environmental damage,waste and climate change proving to be t
26、he four most strongly associated topics.“Affordable and clean energy”comes top,with almost a third(28%)choosing it as one of the topics they most associate with“sustainability”(Figure 2).Indeed the top six associations with the term sustainablity all cover“E”topics,with“accessing clean water and nut
27、ritious food”and“ensuring good health and wellbeing”forall ranking 7th and 8th(Figure 2).Climate of Climate ChangeCultural TransferabilityUSSouth AfricaBrazilEquality KaleidoscopeIndiaChinaForewordAll on the Same Page?PackagingSustainablepackagingClimate ChangeCombat climate changeClimate leadersNet
28、 ZeroLofty net zero emission goalsJourney towards net zeroFood wasteCompost at homePlasticKeep plastic out of the environmentPlastic free JulyPlastic bag free dayESG InitiativesESGInitiativesOutlookof ESG strategiesElectric VehiclesEV charging stationsElectric VehiclesFarmingFarmers for sustainable
29、foodSustainable farmingSustainability in BusinessSustainability in businessSustainability is importantGrowing own FoodGreen peppersWeek in vegetablesToiletriesBamboo toothbrushesReusable Water BottlesSustainable water bottlesFashionFashion sustainability Sustainable FashionBuildingsSustainable homes
30、Sustainable buildingsHouse architectureTourismTourismResponsible tourismSolar PowerSolar savingsHome designRecyclingRecycle electronic wasteRecycle thingsWaterMake clean water accessibleGlobal water challengesFig.3#Sustainability key conversation topicsSource:Ipsos Synthesio,analysis on key topics w
31、ith#sustainability.Data collected from June-August 2022.9 Ipsos|ESG Across Borders:The Cultural ContextEven further down the list are more social issues like poverty,inequality,productive employment,inclusivity,education,peace and justice,with gender equality having the lowest association of all.So
32、we see that,at a top-line level,environment related topics are more clearly linked to the term“sustainability”thansocial issues.What is being discussed when#sustainability is used?When we look at what people are saying online,we see again that the public associate the term“sustainability”more strong
33、ly with environmental issues than with social or governance issues.We carried out topic modelling of online conversations relating to the use of“#sustainability”drawn from three months of all English language content over summer2022.2 By curating a list of over 100 topics down to 34 macro topics tha
34、t describe online conversation(shown in Figure 3),we could see that water,climate change and packaging feature strongly.Climate of Climate ChangeCultural TransferabilityUSSouth AfricaBrazilEquality KaleidoscopeIndiaChinaForewordAll on the Same Page?Fig.4 Meaning of sustainability for employees Q.Whe
35、n you hear the term sustainability used in an organisation,what does this mean to you?*Source:Ipsos Karian and Box online survey.Base:8,407 responses from employees at four Financial Services firms head-quartered in the UK and Ireland,collected between October and November 2022*As an open-text quest
36、ion,responses were analysed and coded into themes,the top of which are reported here.Themes dont sum 100%as some comments mentioned several themes.10 Ipsos|ESG Across Borders:The Cultural ContextHowever,both Sustainability in Business and ESG Initiatives are also very prominent,suggesting that conve
37、rsations do move beyond E for environment as we see in the 34-country quantitative analysis.And how do employees interpret sustainability?Taking a third perspective(beyond survey and online conversations),we asked employees what they thought“sustainability”meant when it is used in an organisational
38、context.3 While organisations use“sustainability”to refer to ESG in its broadest state,our research shows that employees have a narrower understanding of the term.Once again environment dominates,with a majority of responses referring to being environmentally friendly.A quarter of responses associat
39、e the term with thinking about the future,with approximately one in 10 mentioning clear and focused business strategy.Social associations,such as looking after communities,focusing on employees and supporting clients,follow behind.Being environmentally friendlyThinking about the futureClear and focu
40、sed business strategy/decisions/processesFocusing on communitiesImproving working conditions5%7%12%24%54%8%8%10%Focusing on employeesSupporting clientsBeing responsibleClimate of Climate ChangeCultural TransferabilityUSSouth AfricaBrazilEquality KaleidoscopeIndiaChinaForewordAll on the Same Page?11
41、Ipsos|ESG Across Borders:The Cultural ContextThis latest analysis is restricted to the Financial Services sector;our sense is that this view could be common across many sectors.A global average hiding regional differencesAssociations with the term“sustainability”vary greatly across the world(see Fig
42、ure 5 over page).This is likely driven by the very different political,environmental,and social backdrops in each country,as well as the particular cultural context.On average globally,almost a quarter(24%)associate sustainability with“only producing and consuming what is needed and eliminating wast
43、e”.But this global average is held up notably by stronger associations across European countries like Romania,Hungary(both 36%),Great Britain(35%),Italy,Ireland and France(34%each).At the same time,while only 15%across 34 countries associate“full and productive employment and decent work for all”wit
44、h sustainability.This rises to almost three in 10 in Argentina and Peru(both 29%)and to almost four in Climate of Climate ChangeCultural TransferabilityUSSouth AfricaBrazilEquality KaleidoscopeIndiaChinaForewordAll on the Same Page?Fig.5 Associations with the term“sustainability”by country Q.Which o
45、f the following topics,if any,do you most associate with the word“sustainability”?Please select the top three.Source:Ipsos Global Advisor Base:22,528 online adults aged 16-74 across 34 countries,26th August-9th September 2022.TOTARGAUSBELBRACANCHLCHNCOLGERESPFRAGBHUNIDNIREISRINDITAJAPKORMEXMALNLDPER
46、POLROUSAUSWESGPTHATURUSUAERSAAffordable and clean energy28%21%35%33%31%28%28%27%28%23%36%29%31%35%21%34%31%24%40%13%24%28%19%35%18%25%31%26%23%35%25%28%29%25%30%Encouraging more resilient and responsible industries that do not damage the environment25%27%25%16%22%20%37%38%33%12%28%17%25%38%30%22%20%
47、27%18%24%35%33%24%24%29%29%24%17%18%25%24%32%19%13%19%Only producing and consuming what is needed and eliminating waste24%13%32%32%30%27%16%15%15%32%29%34%35%36%10%34%15%18%34%24%29%18%16%30%11%27%36%17%25%28%14%21%29%14%21%Taking action to combat climate change24%20%24%25%21%20%25%30%28%26%32%31%26
48、%29%21%28%17%16%31%17%35%25%14%28%17%30%21%16%28%31%12%29%20%21%21%Conserving and responsible use of oceans and marine resources23%18%30%23%20%25%28%35%22%34%27%28%30%17%29%26%14%15%22%18%22%22%17%21%24%19%18%17%24%29%18%20%24%18%19%Protecting wildlife and restoring natural habitats22%29%27%23%24%25
49、%27%29%26%34%21%26%28%17%18%28%14%22%21%11%15%25%21%20%25%23%16%14%25%24%16%9%23%16%22%Access to clean water and nutritious food for all20%24%18%22%23%23%18%15%18%22%15%16%16%24%23%18%27%19%15%16%15%24%18%19%19%21%21%14%28%17%14%22%23%22%29%Ensuring good health and wellbeing for all19%27%12%18%20%14
50、%20%14%20%9%14%15%10%18%25%13%26%24%18%16%17%22%27%17%28%14%23%22%18%19%19%21%16%24%21%Ending poverty and reducing inequality17%24%9%15%18%13%14%17%16%11%14%13%10%17%27%10%25%15%13%14%17%16%26%11%19%15%16%21%15%11%35%21%12%19%27%Full and productive employment and decent work for all15%29%8%10%17%9%1
51、5%16%24%8%12%9%8%9%37%10%16%20%15%9%20%23%15%8%29%15%15%12%10%11%21%17%12%13%20%Inclusive and quality education for all12%16%7%9%16%6%11%13%14%6%8%6%6%11%15%8%20%16%9%9%9%14%17%4%21%9%15%29%5%6%21%17%6%24%10%Promoting peace,justice and strong institutions10%10%6%7%9%6%7%15%10%8%7%7%6%6%14%8%8%15%8%9
52、%7%8%21%5%9%10%8%12%9%10%14%16%7%15%11%Making cities and human settlements more protected from natural disaster10%4%8%7%10%5%6%20%7%7%9%8%7%5%12%8%10%17%10%6%14%7%19%6%7%7%10%14%7%11%13%12%7%15%11%Gender equality7%5%4%5%5%4%4%10%5%3%6%4%5%3%4%7%7%17%6%10%8%5%5%2%7%11%6%15%10%6%18%7%7%10%15%12 Ipsos|
53、ESG Across Borders:The Cultural ContextClimate of Climate ChangeCultural TransferabilityUSSouth AfricaBrazilEquality KaleidoscopeIndiaChinaForewordAll on the Same Page?Fig.6 What citizens want their country to prioritise:a spread across E and SQ.When it comes to sustainability,which of the following
54、 things are most important for your country to address?Please select the top three.Source:Ipsos Global Advisor Base:22,528 online adults aged 16-74 across 34 countries,26th August-9th September 2022.13 Ipsos|ESG Across Borders:The Cultural Context10 in Indonesia(37%).And linkage to“inclusive and qua
55、lity education for all”is much higher in Saudi Arabia(29%)and the United Arab Emirates(24%)than the global average of 12%.Of 34 countries,Malaysia has the most accurate understanding of the word“sustainability”,with environmental,social and governance issues all appearing in the top five topics most
56、 strongly associated with the term.Whats the priority?Although when the public hear the word“sustainability”they are more likely to think of environmental topics,their actual priorities spread more evenly across E and S.When we gave citizens from across 34 countries a list of sustainability topics a
57、nd asked which issue they most want their country to prioritise,providing“affordable and clean energy”came number one(26%).The focus then switches to core social topics,with“ending poverty and reducing inequality”and“ensuring good health and wellbeing for all”completing citizens top three priorities
58、(both 23%)(Figure 6).26%23%22%21%19%19%19%17%15%15%12%11%8%5%2%Affordable and clean energyTaking action to combat climate changeConserving and responsible use of oceans and marine resourcesProtecting wildlife and restoring natural habitatsAccess to clean water and nutritious food for allEnsuring goo
59、d health and wellbeing for allEnding poverty and reducing inequalityInclusive and quality education for allPromoting peace,justice and strong institutionsGender equalityDont knowNone of theseMaking cities and human settlements more protected from natural disasterFull and productive employment and de
60、cent work for allEncouraging more resilient and responsible industries that do not damage the environmentOnly producing and consuming what is needed and eliminating waste23%Climate of Climate ChangeCultural TransferabilityUSSouth AfricaBrazilEquality KaleidoscopeIndiaChinaForewordAll on the Same Pag
61、e?Fig.7 What citizens want business to prioritiseSource:IGRM Survey Base:19,000 online adults aged 16-74 across 27 countries,April 202314 Ipsos|ESG Across Borders:The Cultural ContextThis aligns with what we see in Ipsos What Worries the World survey:4 people are most likely to focus on very social
62、concerns that impact them day-to-day rather than on environmental issues which can sometimes feel more remote.However as may be expected,the two social issues of poverty&inequality and good health/wellbeing for all are not as widely prioritised in developed economies as they are in developing econom
63、ies.The global focus then switches back to tackling climate change,which comes in as the fourth priority hardly surprising given that one in two globally tell us climate change has already had a severe effect in the area where they live.5 Across the 34 countries,“full and productive employment and d
64、ecent work for all”is the fifth most important topic that the global public think their country should focus on(chosen by 19%),but this is noticeably more important for citizens in Argentina(37%),Indonesia(36%)and Peru(30%).Protecting the Environmentincluding protecting and caring for our natural en
65、vironmentImproving Societyincluding treatment of employees&diversity,working conditionsPracticing good Governance including tax strategy,executive remuneration28%43%Q:When it comes to the role of multi-national companies in corporate responsibility how important are each of the following areas?Pleas
66、e rank the below areas where 1 is most important and 3 is least importantTop Concerns29%Climate of Climate ChangeCultural TransferabilityUSSouth AfricaBrazilEquality KaleidoscopeIndiaChinaForewordAll on the Same Page?Citizens assign relatively equal priority to environmental,social and governance(ES
67、G)topics.15 Ipsos|ESG Across Borders:The Cultural ContextWhen it comes to desired action to create a sustainable future,it is important to note the more balanced spread between environmental and social issues.This echoes what we have seen in our research elsewhere:when citizens are asked about the r
68、ole of multi-national companies in corporate responsibility,they assign relatively equal priority to environmental,social and governance(ESG)topics although the most recent data shows that the weight has shifted to focus more on the S of improving society.6 Considering the strength of their associat
69、ion with the term“sustainability”,issues relating to nature are relatively low among the priorities that citizens want their country to address.That said,“protecting wildlife and restoring natural habitats”remains more of a priority for Australia(27%),Germany(26%),China(24%),and Great Britain(23%),c
70、ompared with a global country average of 17%.Interestingly,work with EDF 7 shows that citizens from Australia,Germany,and Great Britain are among the least likely across 30 markets to take part in protests to combat climate change(which directly impacts these habitats).Perhaps an air of the say-do o
71、r perhaps say-care enough gap?Climate of Climate ChangeCultural TransferabilityUSSouth AfricaBrazilEquality KaleidoscopeIndiaChinaForewordAll on the Same Page?Fig.8 What citizens want their country to focus on Q.When it comes to sustainability,which of the following things are most important for you
72、r country to address?Please select the top three.Source:Ipsos Global Advisor Base:22,528 online adults aged 16-74 across 34 countries,26th August-9th September 2022.TOTARGAUSBELBRACANCHLCHNCOLGERESPFRAGBHUNIDNIREISRINDITAJAPKORMEXMALNLDPERPOLROUSAUSWESGPTHATURUSUAERSAAffordable and clean energy26%17
73、%36%31%26%27%25%23%23%27%32%22%36%36%18%39%28%23%37%15%22%23%13%40%13%33%26%26%29%29%21%27%26%24%28%Ending poverty and reducing inequality23%34%14%20%26%17%20%24%25%16%19%15%17%30%36%19%32%23%17%21%27%23%30%18%27%18%24%22%18%14%35%29%18%26%35%Ensuring good health and wellbeing for all 23%27%17%22%27
74、%22%25%21%24%14%20%17%19%25%35%21%31%23%23%21%14%25%29%23%36%14%24%22%24%23%20%24%19%20%21%Encouraging more resilient and responsible industries that do not damage the environment22%22%22%15%21%20%29%29%26%12%24%15%22%25%28%24%19%22%18%17%34%29%19%23%26%23%23%19%20%25%20%27%17%17%17%Taking action to
75、 combat climate change21%18%27%18%18%21%25%26%22%25%26%27%25%19%16%24%12%17%29%18%35%21%14%28%13%28%18%14%22%30%10%23%23%15%17%Full and productive employment and decent work for all 19%37%12%13%22%11%22%21%25%9%22%11%15%10%36%16%18%22%25%14%31%26%15%7%30%20%17%13%16%17%22%23%15%14%31%Access to clean
76、 water and nutritious food for all19%20%17%17%23%26%17%17%21%18%14%14%15%25%18%21%21%21%13%13%10%27%20%21%20%21%21%15%18%20%13%17%28%22%32%Only producing and consuming what is needed and eliminating waste19%9%26%23%19%19%12%16%12%26%22%26%26%23%11%25%12%18%26%20%21%12%16%23%9%23%27%13%19%25%12%22%20
77、%18%13%Protecting wildlife and restoring natural habitats17%18%27%17%19%20%21%24%23%26%18%18%23%11%13%18%8%19%14%7%12%19%21%13%21%19%15%12%21%18%14%8%21%15%17%Conserving and responsible use of oceans and marine resources15%9%21%10%17%15%21%24%19%20%19%16%18%5%22%16%9%16%15%14%18%17%16%11%19%10%11%16
78、%19%17%15%13%17%11%12%Inclusive and quality education for all15%20%7%11%17%6%15%20%21%8%11%8%7%14%20%8%26%16%13%11%11%16%23%7%25%9%18%26%9%8%23%22%8%25%18%Promoting peace,justice and strong institutions12%14%6%6%8%9%13%18%15%10%10%6%8%9%16%9%10%17%11%12%12%12%26%7%15%14%10%14%12%13%19%20%10%16%14%Ma
79、king cities and human settlements more protected from natural disaster11%5%11%11%12%6%6%21%8%8%9%10%7%6%11%8%9%16%13%9%17%8%17%6%10%10%1%14%7%10%14%13%7%15%11%Gender equality8%6%5%7%4%6%8%8%5%4%11%5%5%4%5%8%7%18%9%9%9%3%6%3%7%9%5%13%12%8%17%11%7%9%18%16 Ipsos|ESG Across Borders:The Cultural ContextC
80、limate of Climate ChangeCultural TransferabilityUSSouth AfricaBrazilEquality KaleidoscopeIndiaChinaForewordAll on the Same Page?The top five issues that global citizens think its most important for their country to address indicates a need to give parallel priority to both social and environmental i
81、ssues.17 Ipsos|ESG Across Borders:The Cultural ContextIn summarySo the public think of“sustainability”as more linked to environmental action clean energy,limiting damage to the environment,only producing and consuming what is needed,acting to combat climate change,and conserving and restoring natura
82、l habitats and oceans.Vocabulary matters:although“sustainability”is often used interchangeably with“ESG”in business language,it is understood differently by the global public,carrying different specific connotations in different countries.Organisations and businesses must be clear about what they me
83、an in their communications.But when it comes to acting,issues around society come to the fore.The range of topics making up the top five issues that global citizens consider most important for their country to address indicates a need to give parallel priority to both social and environmental issues
84、.This is even more clearly the case when we consider citizens expectations of multi-national companies.There is a clear need to consider all elements of E,S and G particularly the S which encompasses diversity and inclusivity,working conditions,supporting initiatives that will serve the poor and und
85、erserved,as well as health and safety.As climate change progresses,environmental and social issues will become irrevocably intertwined.As this becomes more evident,awareness will build that our ability to thrive on this planet will be dependent on the need for us to value and bring together all huma
86、n resources across the globe to ensure a positive and prosperous future.8 But will this happen quickly enough?Climate of Climate ChangeCultural TransferabilityUSSouth AfricaBrazilEquality KaleidoscopeIndiaChinaForewordAll on the Same Page?18 Ipsos|ESG Across Borders:The Cultural ContextTHE KALEIDOSC
87、OPE OF EQUALITYClimate of Climate ChangeCultural TransferabilityUSSouth AfricaBrazilIndiaChinaAll on the Same Page?ForewordEquality Kaleidoscope19 Ipsos|ESG Across Borders:The Cultural Context Indias low score is not indicative of an indifference towards having access to the same opportunities rathe
88、r it is a result of not wanting to choose between equal opportunities and equal quality of life.THE KALEIDOSCOPE OF EQUALITYOn average across 33 countries,more than half of citizens(52%)say that inequality is important when considered amongst all other problems facing their country,with only 8%sayin
89、g its not important.But how does country and context affect what people imagine a fair society to be?And what should we target in the pursuit of equality?What does a fair society look like?We asked people to make a choice is a fair society one in which everyone is given the same opportunities?Or one
90、in which everyone enjoys the same quality of life?Globally,few people are particularly taken with the idea of equal outcomes in and of itself.Just one in five people globally(18%)think this is a more accurate definition than having access to the same opportunities,with support only varying by 12pts(
91、reaching a high of 23%in Turkey,Switzerland and India and a low of 11%in Portugal).Conversely,having the same opportunities is a view which receives much greater support,with almost one in two globally(46%)selecting this as the definition of a fair society.While this opinion is particularly strong i
92、n Portugal(68%),Peru(61%)and Poland(58%),there is a 47pt difference between the top and the bottom of the country rankings,with support falling to just 21%in India.Climate of Climate ChangeCultural TransferabilityUSSouth AfricaBrazilIndiaChinaAll on the Same Page?ForewordEquality KaleidoscopeFig.9 I
93、s the job done?Q.Thinking about attempts to promote equality for all groups of people in.,do you think that overall:Source:Ipsos Equalities Index 2023 Base:26,259 online adults aged 16-74 across 33 countries,17 February 3 March,2023Gone too farNeed to go furtherGlobal Country AverageGreat BritainArg
94、entinaUnited StatesPolandAustraliaSpainSwedenNew ZealandSouth AfricaCanadaSouth KoreaPeruSwitzerlandNetherlandsFranceItalyIndiaGermanyMexicoIrelandChileColombiaJapanBelgiumBrazilRomaniaMalaysiaTurkeyThailandHungarySingaporePortugalIndonesia19%28%27%26%26%25%24%23%23%22%22%22%20%20%20%19%19%19%19%19%
95、18%18%18%18%17%17%17%15%14%13%11%11%8%6%49%40%45%43%23%40%46%52%42%61%35%51%50%39%53%43%40%24%48%47%48%54%61%42%44%63%44%44%62%57%66%46%79%71%20 Ipsos|ESG Across Borders:The Cultural ContextHowever,Indias low score is not indicative of an indifference towards having access to the same opportunities
96、rather it is a result of not wanting to choose between equal opportunities and equal quality of life.While countries like Poland and Portugal have an easier time choosing between the two,elsewhere citizens refuse to give up on one to have the other.More than a third say that equal outcomes and equal
97、 opportunities are as important as each other to the definition of a fair society in Thailand(41%),India(38%),Brazil(37%),Malaysia(36%),South Africa and Australia(both 35%).Have we gone far enough?Globally,there is agreement that more work needs to be done.In 32 out of 33 countries surveyed,more peo
98、ple agree that we need to go further to promote equality for all groups of people than say we have gone too far(49%vs 19%on average respectively).Poland is the outlier,with more than one in four saying weve gone too far(26%vs 23%who say we need to go further).Climate of Climate ChangeCultural Transf
99、erabilityUSSouth AfricaBrazilIndiaChinaAll on the Same Page?ForewordEquality Kaleidoscope21 Ipsos|ESG Across Borders:The Cultural ContextNevertheless,the view that attempts to promote equality have gone too far is not negligible,holding particular strength in Great Britain(28%),Argentina(27%),the US
100、 and Poland(both 26%).In contrast,fewer than one in 10 agree that efforts have gone too far in Indonesia(6%)and Portugal(8%),both countries also leading the way in their acknowledgement that more needs to be done.Whos the priority?Globally,people with physical disabilities are seen as the group faci
101、ng the most unfair or unequal treatment(chosen by 33%of people on average).They are followed by women(26%),and people with mental health conditions(25%),but the picture varies considerably by country (see Figure 10).Women dont make the top three everywhereWhile more than one in four globally think w
102、omen face some of the most discrimination in their country,concern is notably lower in certain places.In Japan,for instance,only 15%consider women to be the group facing most unequal treatment but Japans culture leads to a complex relationship with gender equality.Despite sitting in 125th of 146 cou
103、ntries for gender equality,9 in a survey of 27 countries,people in Japan both men and women were the least likely to say that achieving gender equality is important to them personally.Read more about how the cultural,institutional and societal context drives ambivalence towards gender inequality in
104、Japan here.LGB people are a priority in LATAMOn average globally just under one in four(24%)say that lesbians,gay men and bisexual people face the most discrimination,but this rises to 42%in Poland and 40%in Brazil where they also rank top as the group facing Climate of Climate ChangeCultural Transf
105、erabilityUSSouth AfricaBrazilIndiaChinaAll on the Same Page?ForewordEquality KaleidoscopeFig.10 Q:Which of these groups of people,if any,do you think most experience unequal or unfair treatment in.today?Source:Ipsos Equalities Index 2023Base:26,259 adults aged 16-74 across 33 countries,17 February 3
106、 March,2023 22 Ipsos|ESG Across Borders:The Cultural ContextTOTARGAUSBELBRACANCHLCOLGERESPFRAGBHUNIDNIREINDITAJAPKORMEXMALNLDPERPOLPORROUSWESGPTHATURUSRSAPeople with physical disabilities33%38%34%34%38%24%37%38%39%28%42%29%20%41%30%26%29%26%41%43%29%34%42%32%46%52%31%29%32%26%23%30%Women26%24%25%23%
107、39%20%29%29%33%32%36%22%19%23%26%30%30%15%21%34%19%20%26%22%27%20%28%11%14%51%23%42%People with mental health conditions25%27%30%23%23%31%28%16%28%28%20%27%18%32%37%20%16%18%16%19%20%24%21%20%38%26%31%32%20%18%24%24%LGB24%23%17%23%40%14%31%34%24%27%26%20%28%26%20%13%30%23%19%35%15%21%35%42%28%22%20%
108、23%18%24%25%28%People from minority ethnic groups23%10%22%21%32%29%17%25%19%19%20%28%23%38%30%17%15%7%9%30%22%35%33%12%24%17%28%22%24%11%34%30%Trans and non-binary22%23%22%20%30%21%25%27%20%29%22%24%21%22%25%20%23%22%17%22%11%23%23%35%26%14%25%22%20%20%29%19%Immigrants22%18%25%32%12%26%28%23%19%31%3
109、0%30%10%7%36%18%27%13%13%25%17%30%26%15%30%12%28%21%17%11%28%30%People who are neurodivergent20%26%24%16%25%15%30%14%17%21%21%22%24%19%24%8%14%14%23%21%19%17%25%16%25%31%23%27%27%9%15%11%People of specific religions12%5%12%12%20%13%6%9%9%8%13%12%5%40%11%26%6%4%5%7%19%8%5%11%6%6%17%10%8%16%19%14%Seni
110、or citizens11%11%6%10%8%9%8%14%7%11%11%8%13%4%11%13%17%6%14%9%10%15%8%9%16%16%10%8%9%25%7%17%Young adults11%11%6%10%8%9%8%14%7%11%11%8%13%4%11%13%17%6%14%9%10%15%8%9%16%16%10%8%9%25%7%17%Men6%5%11%4%3%8%3%4%4%11%4%9%4%3%6%12%5%6%10%5%6%5%4%4%3%6%6%5%5%8%9%14%Climate of Climate ChangeCultural Transfe
111、rabilityUSSouth AfricaBrazilIndiaChinaAll on the Same Page?ForewordEquality Kaleidoscope23 Ipsos|ESG Across Borders:The Cultural Contextmost inequality.This view is more prevalent across Latin America generally,with Latin American countries making up five of the six countries most likely to pick les
112、bians,gay men and bisexuals as the groups facing most unequal treatment Brazil 40%,Peru(35%),Mexico(both 35%),Colombia(34%)and Chile(31%).The more you see the more you care?We see a positive correlation between the ethnic diversity of a country measured through ethnic fractionalisation i.e.,the prob
113、ability that two randomly drawn individuals from a country belong to two different ethnic groups10 and the proportion of people who say that minority ethnic groups face the most inequality.More ethnically homogenous countries like South Korea or Japan are much less likely to see minority ethnic grou
114、ps as those facing most inequality(9%and 7%,respectively),while the contrary is true of more diverse countries like Indonesia(38%)and Peru(33%).We see a positive correlation between the ethnic diversity of a country and the proportion of people who say that minority ethnic groups face the most inequ
115、ality.There are some outliers though.The comparatively homogenous country of the Netherlands places minority ethnic groups at the top of the list of groups who most face unequal treatment,coming second in the global rankings with 35%.Meanwhile,the heterogenous country of India ranks comparatively lo
116、w(17%choose minority ethnic groups).Instead,greater unfair treatment is perceived as a result of religious membership.Over one in four Indians(26%)select people of specific religions as the group who face Climate of Climate ChangeCultural TransferabilityUSSouth AfricaBrazilIndiaChinaAll on the Same
117、Page?ForewordEquality Kaleidoscope24 Ipsos|ESG Across Borders:The Cultural Contextthe most unequal treatment in India,ranking joint-second and 14pts above the global country average.People of specific religious groups also come joint-second in Indonesia(40%,28pts above the global country average).Co
118、ncern and contradictionIn Britain,the picture differs once again,with Britons perceiving immigrants as the group facing the most unequal treatment(30%vs global country average of 22%).Immigrants are also the#2 and#3 groups facing most unequal treatment in Belgium(32%)and the Netherlands(30%)respecti
119、vely.This points to complex attitudes towards immigration,as people in each of these countries also cite immigration control as the fifth most worrying issue facing their country.The old and the youngTurkey stands out for several reasons.First,for its higher-than-average agreement that women face un
120、equal treatment(25pts higher than the global average).Second,for its perception of the old and the young.Senior citizens and young adults rank joint-third in Turkey as groups facing the most unequal treatment,chosen by one in four(25%,14pts above the global average),suggesting that age-based discrim
121、ination is seen as particularly prominent in Turkey.How should we move forwards?In each of the 30 countries surveyed,people are most likely to say that the government is the entity primarily responsible for taking action to reduce inequality.Six in 10(66%)agree with this on average globally,rising t
122、o almost eight in 10 in Romania(79%).Only in the US(48%)and India(40%)does a majority not hold this view.Climate of Climate ChangeCultural TransferabilityUSSouth AfricaBrazilIndiaChinaAll on the Same Page?ForewordEquality Kaleidoscope25 Ipsos|ESG Across Borders:The Cultural ContextOn the global scal
123、e,government sits 40pts ahead of the entity ranking second:the media(26%).The media is seen to play a particularly important role in Indonesia(38%),Peru(37%),South Africa and South Korea(both 34%).This points to an opportunity globally but in these countries especially for brands to improve engageme
124、nt by inclusive representation in their advertising.And we can see from our research that in addition to contributing towards a better society,positive representations in ads also lead to positive business outcomes.Brands must be cognisant of these country and cultural differences in order to be emp
125、athetic with their positioning.They must take differing priorities and concerns into account in order to ensure that local executions of products and communications are sensitive,driving inclusivity in an authentic way.Climate of Climate ChangeCultural TransferabilityUSSouth AfricaBrazilIndiaChinaAl
126、l on the Same Page?ForewordEquality Kaleidoscope26 Ipsos|ESG Across Borders:The Cultural ContextTHE CLIMATE OF CLIMATE CHANGE OPINIONCultural TransferabilityUSSouth AfricaBrazilEquality KaleidoscopeIndiaChinaAll on the Same Page?ForewordClimate of Climate Change27 Ipsos|ESG Across Borders:The Cultur
127、al Context The science on climate change is acknowledged.And the worlds leaders are at least in their public statements committed to acting.But what about public attitudes and behaviour?THE CLIMATE OFCLIMATE CHANGE OPINIONThis years COP 28 in Dubai will see leaders gather to“seize the moment”,with a
128、 stated aim to put the world on the right track for meeting the goals and ambitions of the Paris Climate Agreement.At the heart of the meeting is the advent of a“Global Stocktake”,which will assess progress since the 2015 agreement.A mission which is made even more urgent in the wake of the recent a
129、nnouncement that the world is now set to breach the 1.5C limit,at least temporarily.The science on climate change is acknowledged these days.And the worlds leaders are at least in their public statements committed to acting.But what about public attitudes and behaviour?In the spirit of this report,w
130、eve been exploring what we can learn by looking at the climate of public opinion through the lens of different contexts and countries.Here we present our own“Global Opinion Stocktake”using our annual 26-country Earth Day survey as a guide.Cultural TransferabilityUSSouth AfricaBrazilEquality Kaleidos
131、copeIndiaChinaAll on the Same Page?ForewordClimate of Climate Changeagree that if individuals do not act now to combat climatechange,they will be failing future generations.28 Ipsos|ESG Across Borders:The Cultural Context#1:Businesses and governments need to act.Otherwise they will be failing their
132、customers,employees and future generations.Six in 10 share these sentiments,and their views are broadly consistent across countries.#2:We as individuals need to play our part.Some 70%say that,if everyone made small changes in their everyday lives,this could make a big difference in tackling climate
133、change.Most countries reject the idea that“climate change is beyond our control,its too late to do anything about it”.#3:People arent 100%clear about the main causes of global warming.Greater emphasis is currently placed on products that deplete the ozone layer,rather than activities that are actual
134、ly much more polluting,namely the challenges associated with industry,transport and deforestation.#4:And we are even less clear about what will really make a difference.Our latest Perils of Perception work gives people a list of ways that they could change their behaviours to reduce global greenhous
135、e gas emissions and their individual carbon footprint.“Living car free”ranks in 8th position,according to the global public.In reality,its actually the number 1 most impactful action they could take,out of the 13 options that were present.More positively,we are seeing signs of greater understanding
136、of the issues at hand.For example,misperceptions that recycling is the most effective way we as individuals can act are less widespread than they were.It may be that the recent focus on fuel scarcity,against the backdrop of rising energy prices and the geopolitical implications of the war in Ukraine
137、,have helped us become a little more knowledgeable on these issues.Take the Perils of Perception Quiz Earth Day 2023 The Perils of Perception|Ipsosagree that if businesses do not act now to combat climate change,they will be failing their employees and customers.58%62%agree that if their countrys go
138、vernment does not act now to combat climate change,it will be failing the people of their country.61%Cultural TransferabilityUSSouth AfricaBrazilEquality KaleidoscopeIndiaChinaAll on the Same Page?ForewordClimate of Climate ChangeSource:Ipsos Earth Day 2023Base:21,231 online adults aged 16-74,interv
139、iewed 20 Jan 3 March 202329 Ipsos|ESG Across Borders:The Cultural Context19%19%15%67%61%50%15%14%USBelgiumArgentinaHungaryJapanIndiaSingaporeIndonesiavs#5:Views are by no means the same everywhere.Take,for example the question of whether my countrys government“has a clear plan in place for how gover
140、nment,businesses and people themselves are going to work together to tackle climate change”.Scepticism reigns in the US,Belgium,Argentina,Hungary,and Japan.Five very different countries,in different parts of the world,and each with a different history when it comes to governance systems and politica
141、l culture.The prevailing mood in India,Singapore and Indonesia could not be moredifferent.#6:Messages may need to be tailored to a particular context.When we ask people“what would encourage you to take more action?”,we see some interesting nuances by country.“Seeing friends,family and neighbors/neig
142、hbours making changes to their behavior/behaviour”is singled out by 24%on average globally,but this rises to 36%in South Africa and 34%in Turkey.Similarly,“seeing the impact of climate-driven weather events in other countries around the world”is ranked number 4 across the 26 countries surveyed,but j
143、oint#1 in Japan.Meanwhile,“seeing the impact of climate-driven weather-events in my country”is one of the top motivations for taking action in Australia,India,Indonesia,Malaysia and Thailand,as well as Japan.A reminder that,in many parts of the world,the impacts of climate change are now increasingl
144、y real and visible.(See our chapter on cultural transferability for more on how the language and context of ESG varies by country).Fig.11%saying my government has a clear planCultural TransferabilityUSSouth AfricaBrazilEquality KaleidoscopeIndiaChinaAll on the Same Page?ForewordClimate of Climate Ch
145、ange75%70%62%70%58%68%68%69%61%Fig.12 Urgent yes.but do we need to act right now?Q.To what extent do you agree or disagree with the following?(%agree)Source:Ipsos Earth Day 2023 Base:21,231 online adults under the age of 75,interviewed 20 Jan 3 March 2023;2022:22,033 online adults under the age of 7
146、5,interviewed 18 Feb 4 Mar 2022;2021:20,511 online adults under the age of 75,interviewed 19 Feb 5 Mar 2021If individuals like me do not act now to combat climate change,we will be failing future generationsIf businesses like me do not act now to combat climate change,they will be failing their empl
147、oyees and customersIf.s government does not act now to combat climate change,it will be failing the people of.202 Ipsos|ESG Across Borders:The Cultural Context#7:Concern and focus appears to be slipping.As we note at the outset,people feel there is an imperativeto act,but theres less urge
148、ncy than a year ago.We see 10-point falls in the proportions of people saying“if governments/businesses/individuals dont act now theywill be letting everyone down”pretty much across theboard.In many parts of the world,the impacts of climate change are now increasingly real and visible.Cultural Trans
149、ferabilityUSSouth AfricaBrazilEquality KaleidoscopeIndiaChinaAll on the Same Page?ForewordClimate of Climate ChangeSource:Ipsos Earth Day 2023Base:21,231 online adults aged 16-74 interviewed 20 Jan 3 March 202331 Ipsos|ESG Across Borders:The Cultural ContextGOVTBUSINESSPEOPLEUS242327GERMANY262726SWI
150、TZERLAND272638SOUTH KOREA282825JAPAN292929Fig.13 29-country ranking(based on%agree that X should act now)An additional note of caution comes from our review of the country-level data for five of the worlds biggest and/or richest economies,who therefore contribute to a significant proportion of harmf
151、ul emissions.The US,Germany,Switzerland,South Korea,and Japan consistently lie at the lower end of the spectrum when it comes to how important it is for a collective effort to be happening right now.Australia consistently ranks as one of the countries most concerned about climate change in our What
152、Worries the World survey.For more see the Ipsos in Australia Climate Change reportCultural TransferabilityUSSouth AfricaBrazilEquality KaleidoscopeIndiaChinaAll on the Same Page?ForewordClimate of Climate ChangeFig.14 Consensus on need for collaborationQ.We cant fully tackle climate change unless al
153、l countries work togetherSource:Ipsos Earth Day 2023 Base:21,231 online adults aged 16-74 interviewed 20 Jan 3 March 2023.Global Country AverageSouth AfricaArgentinaBelgiumSingaporeColombiaGreat BritainPeruSwedenFranceSouth KoreaHungaryChileNetherlandsTurkeyMexicoThailandIndonesiaMalaysiaGermanyItal
154、yCanadaBrazilIndiaPolandAustraliaSpainSwitzerlandJapanUnited StatesAgreeDisagree8%5%7%6%5%8%7%8%11%8%9%7%7%9%8%8%9%6%8%8%6%8%7%11%9%8%9%12%9%10%75%82%80%79%79%79%78%78%78%77%76%76%76%76%76%75%75%74%74%73%73%72%72%72%71%71%70%68%66%66%32 Ipsos|ESG Across Borders:The Cultural Context#8:But we can stil
155、l do this,cant we?This sense that,given all the other pressures that governments,business and society are currently facing,we can afford to take our foot off the accelerator,is clearly concerning.But there is at least acknowledgment that those who are most responsible should pay,that everyone taking
156、 action can make a difference and that it will require us all to pull together.One of the biggest areas of consensus is this shared sense among the public that all countries need to collaborate if we are to fully tackle climate change(Figure 14).But one of the biggest questions arising from our Stoc
157、ktake comes from the question of whether some countries are being asked to sacrifice too much when it comes to tackling climate change.Our review just covers the public opinion data but,as Figure 15 shows,it is difficult to identify simple patterns such as more developed economies having one perspec
158、tive and emerging markets having another.Take Sweden,for Cultural TransferabilityUSSouth AfricaBrazilEquality KaleidoscopeIndiaChinaAll on the Same Page?ForewordClimate of Climate ChangeFig.15 Who is bearing the burden?Q.My country is being asked to sacrifice too much in order to tackle climate chan
159、geSource:Ipsos Earth Day 2023 Base:21,231 online adults aged 16-74 interviewed 20 Jan 3 March 2023.AgreeGlobal Country AverageIndonesiaIndiaSwedenNetherlandsTurkeyMalaysiaBrazilThailandJapanFranceColombiaGermanyPolandAustraliaGreat BritainBelgiumItalySouth AfricaPeruCanadaSpainMexicoSwitzerlandSinga
160、poreUnited StatesChileSouth KoreaHungaryArgentinaDisagree28%1%14%23%30%19%16%25%26%19%34%30%32%36%39%35%33%30%33%23%33%32%23%31%24%38%31%35%36%25%34%73%67%45%44%42%40%37%36%35%33%33%31%31%31%30%30%30%30%28%28%27%27%27%26%26%26%22%20%20%33 Ipsos|ESG Across Borders:The Cultural Contextexample.Its a co
161、untry that is seen as a leader when it comes to renewable energy,but which has also been criticised for new policies that are projected to raise emissions in the run-up to 2030.As they prepare for the Dubai COP summit,our leaders may wish to take solace and even inspiration from one 35-year journey
162、the world has been through.The impact of a depleting ozone layer has been almost totally reversed since the Montreal Protocol was signed in 1987.With concerted action,over a period of time,it shows that we government,businesses and individuals can turn things around.Cultural TransferabilityUSSouth A
163、fricaBrazilEquality KaleidoscopeIndiaChinaAll on the Same Page?ForewordClimate of Climate Change34 Ipsos|ESG Across Borders:The Cultural ContextAPPLYING CULTURAL TRANSFERABILITY ANALYSIS TO ESGClimate of Climate ChangeUSSouth AfricaBrazilEquality KaleidoscopeIndiaChinaAll on the Same Page?ForewordCu
164、ltural Transferability35 Ipsos|ESG Across Borders:The Cultural Context Cultures are unconscious:It is“what remains when you have forgotten everything”.This makes it a challenge for researchers.APPLYING CULTURAL TRANSFERABILITY ANALYSIS TO ESG?Understanding the cultures of the world is not easy,for t
165、hree reasons:1.Cultures are unconscious:It is“what remains when you have forgotten everything”.This makes it a challenge for researchers.2.Cultures are in constant evolution:A previously minor element can become central over time.3.Cultures are local and can be very different from one country to ano
166、ther and even between ethnic groups within the same country.For this report,we wanted to gain a better understanding of how cultural differences contribute to different awareness and priorities of ESG topics.So we carried out a curation exercise across a wealth of knowledge and information available
167、 including Ipsos global survey reports,Ipsos Flair country deep dive reports,as well as secondary research examining particularities about our Climate of Climate ChangeUSSouth AfricaBrazilEquality KaleidoscopeIndiaChinaAll on the Same Page?ForewordCultural Transferability36 Ipsos|ESG Across Borders:
168、The Cultural Contextcase study countries.We also worked with local market champions,who are both cultural experts and ESG champions,and who provided us with bottom-up insights.Three cultural dimensionsStudying the patterns,history ofpractices,types of ESG initiatives,popular sentiments and political
169、 policy,we identified three cultural dimensions that are shaping attitudes,perceptions and behaviour around ESG in the local markets.Our analysis points to a huge variance in how the priorities land within ESG and what islikely to drive investment into ESG related initiatives.1.Relationship with nat
170、ureThis surrounds how each culture sees the juxtaposition of humans with nature.Conquest:Many of the western,developed cultures have a common history of having conquered nature to drive their early progress whether it be conquering frontiers,taming wilderness or even an outdoor culture and lifestyle
171、.Many also have history of conquest over indigenous populations these days seeking to remedy this with affirmative action.And in some of the countries bestowed with natural bounty(e.g.Australia or Canada),the commercial pressures of extractivism contribute to this sense of mastery.The approach to ES
172、G therefore is an interventionist one,almost as if to say,“we created the problem and now we will fix it.”(e.g.US,Australia)Co-existence:Many of the affiliative,even tribal cultures view nature with some reverence.Nature is seen as some form of bestowal of goodness and richness,to be treated with re
173、spect and care.There is a belief of interconnectedness with nature,characterised by rituals of worship and celebration.Many of these cultures also have sustainable indigenous habits surrounding the use of natural/bio-degradable materials,conservation and reducing Climate of Climate ChangeUSSouth Afr
174、icaBrazilEquality KaleidoscopeIndiaChinaAll on the Same Page?ForewordCultural Transferability37 Ipsos|ESG Across Borders:The Cultural Contextwaste,and collective responsibility for welfare and community support for their people.We also see many of these cultures resort to extractivism for commercial
175、 purposes,justifying it as another permissible bounty of nature.It is when they see symptoms of this bounty being compromised that there is active concern about the finiteness of natural resources.This was the case in Brazil,when unprecedented wildfires brought so much smoke to So Paulo that the sun
176、 was completely blocked out and the city was plunged into almost night-like darkness.More than all discourse,this spurred investment into ESG priorities for Brazilians.There is a compensatory approach to ESG of appeasement and worship to seek continued benevolence and abundance of nature.(e.g.India,
177、Brazil,Indonesia)2.Responsibility Perceptions about who has the best agency to drive impact and make a difference.Individual/personal:Individualistic cultures take on a personal onus to make a difference in any small way,believing it is as much a matter of choice as it is a duty.Some of this also co
178、mes from a sense of guilt for past excesses with nature,a need to undo the wrong for the future generations.The importance for personal conviction is also high,with a need to be seen to live the beliefs and action.Most of these cultures recognise the growing finiteness of resources,adopting behaviou
179、rs of conservation and even sacrifice.This also results in a strong sense of guilt tension arises when there is clash with aspirations,personal growth/success,lifestyle(e.g.having kids,holiday travel,owning cars)especially among Gen Z(US,Europe),declining birth rates(most developed countries),consum
180、er choice apps to pick only sustainable brands(e.g.Australia).Most of these cultures recognise the growing finiteness of resources,adopting behaviours of conservation and even sacrifice.This also results in a strong sense of guilt tension arises when there is a clash with aspirations,personal growth
181、/success,lifestyle.Climate of Climate ChangeUSSouth AfricaBrazilEquality KaleidoscopeIndiaChinaAll on the Same Page?ForewordCultural Transferability38 Ipsos|ESG Across Borders:The Cultural Context Institution:Collective cultures however,view any action as the prime responsibility of institutions.The
182、re is strong association of the environmental discourse with western/developed countries and a feeling that some of the obsession with environment/climate is alarmist and impractical.With the high clutter of ESG messaging,these cultures are well aware of the need to be more mindful of the environmen
183、t.But they also see the benefit of progress from modernisation and extractivism and value the livelihood and prosperity it brings to more people.And in this context,it helps to delegate the responsibility of the more urgent imperatives to the institutions.These cultures believe that to make true imp
184、act,there is a need for collective action,individuals being seen to have limited agency.An example of how this works is in the adoption of the European standards of pollution control and limiting emissions for the automotive sector.Compliance here is seen as not only being kinder to the environment
185、but also as a way of making their manufacture acceptable for developed export markets aiming for not just eco prudence but also commercial benefit.They therefore look to the government and business to lead the way.There is a strong implication for partnerships with business and policy action from go
186、vernment(e.g.Clean India Mission or the Sustainable Development tracker in Brazil).3.Rewards This surrounds the kind of benefits that successfully motivate action on ESG.Benefiting the world(long-term benefits):Among the more developed,western and individualistic countries,the need to act is driven
187、by benefits that they may or may not see in their lifetime but that will improve the world and leave it in a better state for future generations.This assuages a sense of duty and responsibility with a strong skew to the environmental mainly around issues like global warming,climate change and resour
188、ce conservation.All of this needs conviction and commitment to long-term benefits,which are rarely experienced immediately and personally.(e.g.US,many European countries,Australia)Climate of Climate ChangeUSSouth AfricaBrazilEquality KaleidoscopeIndiaChinaAll on the Same Page?ForewordCultural Transf
189、erabilityRelationship with NatureConquestCo-existRewardsThe worldMy worldResponsibility/AgencyIndividualInstitutionSource:Ipsos 39 Ipsos|ESG Across Borders:The Cultural ContextFig.16 How countries compare Benefiting my world(short-term benefits):Among the developing countries,there is a need to catc
190、h-up economically with the developed countries,with what they believe as their own full potential.So giving up immediate benefits for an unseen future purpose feels impractical and also unfair.They see developed countries having extracted all such benefits before deciding to reform themselves,puttin
191、g the developing markets at an unfair disadvantage.Bigger problems around poverty,access to healthcare,and livelihood feel more urgent,and not to be sacrificed for environmental action.There is also a lot of emphasis on the social collateral of some of the environmental action where human issues are
192、 seen as equal or even more important than environmental issues.Motivation to adopt ESG practices in these cultures is spurred only when they see benefit in a more immediate and personal experience improving my world rather than the world.When ESG benefits also mean benefits that impact a persons li
193、fe,their health/wellbeing,their family or the people around them,they are more motivating and effective.For instance,in India several Climate of Climate ChangeUSSouth AfricaBrazilEquality KaleidoscopeIndiaChinaAll on the Same Page?ForewordCultural TransferabilityUSIndiaSouth AfricaChinaBalanceentrep
194、reneurismTaoismYin&YangConfucianNature festivalTCMModerationHumanNon-violenceAyurvedaJugaadRe-purposeReuseCo-livingInequalityNatural bountyWildlifeUbuntuBlack TaxStockvelApartheidClimate changeSustainable tourismBiodiversity ExtractivismCo-livingAgroforestryWildernessConsumerismFrontiersSuccessActiv
195、ismBrazil40 Ipsos|ESG Across Borders:The Cultural Contextstudies conducted to introduce water-saving products on homecare always get rejected for concerns on functional efficacy.(e.g.most emerging economies,China where the impact is on personal health).The following cultural analysis is a synthesis
196、of all this research.Mapping our case study countries on to these three dimensions illustrates the need to take a unique,tailored approach to advancing ESG topics within each country(Figure 16 previous page).We also see cultural differences emerge through the choice of language people use to speak a
197、bout ESG in each country(Figure 17).Fig.17 ESG language differs across countriesClimate of Climate ChangeUSSouth AfricaBrazilEquality KaleidoscopeIndiaChinaAll on the Same Page?ForewordCultural Transferability41 Ipsos|ESG Across Borders:The Cultural ContextUSClimate of Climate ChangeCultural Transfe
198、rabilitySouth AfricaBrazilEquality KaleidoscopeIndiaChinaAll on the Same Page?ForewordUS42 Ipsos|ESG Across Borders:The Cultural ContextIf we examine the culture of ESG in the US,we can see a culture of activism,originating from a culture of conquest over nature:conquering frontiers,taming the wilde
199、rness The individual takes on a very clear role in terms of owning responsibility,and when it comes to rewards,there is a willingness even a sacrifice to some extent to forgo immediate returns for a better future.Much of the emphasis around ESG is linked to consumerism and the need to flaunt success
200、,very much part of the US social culture,which also means that there is a lot more focus on brand choices and consumer behaviour.PolarisationSurvey results from the US indicating Americans level of sustainability concern and attitudes towards ESG themes may not provide a clear picture,due to a high
201、degree of fragmentation and a polarisation of views.But start to break down the data and a vast number of differing views emerge indicative of a highly diverse culture.USRelationship with natureConquestCo-existRewardsThe worldMy worldResponsibility/agencyIndividualInstitutionWildernessConsumerismFro
202、ntiersSuccessActivismClimate of Climate ChangeCultural TransferabilitySouth AfricaBrazilEquality KaleidoscopeIndiaChinaAll on the Same Page?ForewordUS43 Ipsos|ESG Across Borders:The Cultural ContextThe growing dominance of diversity and inclusion and other social sustainability themes in US society
203、have all added an emphasis on individual activism.People are now increasingly aware of issues of inclusivity and are not shy to speak out when they see any kind of discrimination.But deep political polarisation in the US has resulted in the three pillars of E,S and G taking on partisan tones.Diversi
204、ty and inclusivity initiatives especially have faced a backlash from some corners.For some in US society,views around social equality,for example,are seen to challenge the very ethos of American values and the countrys national character.As for many other issues in the US,ESG has become a red vs blu
205、e,or a Republican vs Democrat issue.As the US has a federal political structure,driven by different political leadership within different states,polarised views on ESG means the country is made up of a patchwork of policies and regulations.Americans in different states do not experience the same kin
206、d of policies and regulations which results in inconsistent access to,and support for,ESG measures not to mention anti-ESG legislation even cropping up in some(Republican-controlled)states.11Individual responsibilityWhen it comes to ESG responsibility,the USs highly individualistic culture creates a
207、 strong sense of individual ownership.Its up to individuals rather than institutions to take action.But again,polarised views result in a vast array of action.Among one section of society,ESG issues invoke feelings of passion,earnestness and commitment.But there is also a significant chunk of the po
208、pulation for whom sustainability threats are either not a concern,not an immediate problem,or a largely overblown issue12 and who react with outrage to certain ESG measures,which are perceived to threaten their very American way of life.Climate of Climate ChangeCultural TransferabilitySouth AfricaBr
209、azilEquality KaleidoscopeIndiaChinaAll on the Same Page?ForewordUS44 Ipsos|ESG Across Borders:The Cultural ContextHowever,whether its forest fires on the West Coast,unseasonal snow or flooding,the growing incidence of natural calamities makes it increasingly difficult to deny the impact of climate c
210、hange.When we spoke to our local experts in the US,almost everyone knew of someone,someones family,or someones home having been affected by some of these disasters.Two-thirds of Americans now say that unusual weather for the season has become more frequent(67%)and more intense(60%)in their area comp
211、ared to 10 years ago.13 Individual action also drives much of the adoption of sustainable practices.This happens through word of mouth,advocacy,the building of knowledge and awareness,and often through consumer choices.More and more people are willing to reject brands that do not prove their sustain
212、ability credentials.Like many ESG topics in the US however,views here are again polarised:a slim majority say instead that they want companies to stay out of social(52%agree)and political issues (58%agree).14 All the same,there remains a positive shaming culture,with individuals calling out people w
213、ho they see openly transgressing ESG expectations,and in a way,educating them.This is especially true of younger Americans,who have higher levels of awareness,education and knowledge about sustainability and less fragmentation in their views.They often lead the reform of older generations e.g.their
214、parents generation.For example,one of our experts spoke about how,when she told her daughter that theyre planning to have a holiday in Hawaii,her daughter was outraged and said they shouldnt be going to Hawaii its a state where they treat their indigenous population poorly.Suddenly,something that wa
215、snt even in the set of ESG considerations became a topic as a result of the Gen Z daughter educating her Boomer parent.My daughter was like noooo when I told her we were planning a holiday in Hawaii.She was like do you know how they treat their indigenous people?Local market expertClimate of Climate
216、 ChangeCultural TransferabilitySouth AfricaBrazilEquality KaleidoscopeIndiaChinaAll on the Same Page?ForewordUS45 Ipsos|ESG Across Borders:The Cultural ContextSuccessful brand campaignsThere is a lot of ESG activity within the US market,with successful brand campaigns focusing on themes of reuse,thr
217、ift and responsible consumption.One of our experts spoke about how,even for something as personal and important as weddings,we now see a growing trend of buying pre-loved wedding gowns and also people donating their own gowns after their wedding.Zero plastic has almost become a norm now,and more and
218、 more we see brands talking about things like ethical sourcing,renewable energy sources and so on.Climate of Climate ChangeCultural TransferabilitySouth AfricaBrazilEquality KaleidoscopeIndiaChinaAll on the Same Page?ForewordUS46 Ipsos|ESG Across Borders:The Cultural ContextINDIAClimate of Climate C
219、hangeCultural TransferabilityUSSouth AfricaBrazilEquality KaleidoscopeChinaAll on the Same Page?ForewordIndia47 Ipsos|ESG Across Borders:The Cultural ContextSustainability and ESG in India is linked to values around moderation.India has a culture that has always frowned upon excessive indulgence and
220、 there is a strong belief in self-regulation,moderation and balance.As a result of its collectivist culture,ESG in India is about creating access for all.We see an emphasis on themes like co-living,repurposing and reusing items,being kind to things around you not just people but also plants and anim
221、als non-violence,traditional medicine like ayuverda,and jugaad:Indian ingenuity,improvising and inventing with limited resources.All of this indicates a strong focus around the human aspects of ESG.Indias cultural profile is therefore almost the polar opposite of that of the US.When it comes to the
222、countrys relationship with nature,the culture is one of co-existence,appeasement,being at peace in and in harmony with your nature,balancing the good vs the bad.INDIARelationship with natureConquestCo-existRewardsThe worldMy worldResponsibility/agencyIndividualInstitutionModerationHumanNon-violenceA
223、yurvedaJugaadRe-purposeReuseCo-livingClimate of Climate ChangeCultural TransferabilityUSSouth AfricaBrazilEquality KaleidoscopeChinaAll on the Same Page?ForewordIndia48 Ipsos|ESG Across Borders:The Cultural ContextAs India is a collectivist country,when it comes to ownership and responsibility,we se
224、e cultural expectations placed on the community,the authority or on institutions to take the lead on ESG initiatives.Indians look to the government and increasingly also to the business sector to take action.India is in a period of great economic development,growth and progress,and so there is an un
225、willingness to compromise or sacrifice that immediate gain for some unseen future benefit.On the“the world my world”scale,Indias priorities fall distinctly towards short-term and immediate rewards,affecting peoples individual worlds.Government-led progressIndians show a high level of confidence in t
226、he belief that their government has a plan to address ESG issues and is going about it in the right way.In some sense,this faith in institutions allows Indians not to be overly concerned about ESG issues.Across 29 countries,India has one of the lowest levels of concern when it comes to social inequa
227、lity and poverty4 implying that the public endorse the economic progress made by the government,alongside its social development efforts.The government has put in place strong policies to introduce ESG compliance in many sectors e.g.fiscal reporting,financial reporting and also corporate reporting.T
228、his echoes the Indian sentiment that there is a clear need for the business sector to be doing more on ESG.Successful initiatives include the Clean India Mission,investment in renewable sources of energy which led to an LED bulb transition in the country as a result of a campaign around energy savin
229、gs a growing investment in electric vehicles,providing and investing in infrastructure so that everybody has access to water,housing,and health insurance for the poorest.Today,same-sex relationships have been decriminalised and the court is now also evaluating legalising them.While these initiatives
230、 straddle both environmental and social aspects of ESG,they demonstrate the strength of Indians show a high level of confidence in the belief that their government has a plan to address ESG issues and is going about it in the right way.In some sense,this faith in institutions allows Indians not to b
231、e overly concerned about ESG issues.Climate of Climate ChangeCultural TransferabilityUSSouth AfricaBrazilEquality KaleidoscopeChinaAll on the Same Page?ForewordIndia49 Ipsos|ESG Across Borders:The Cultural Contextthe focus on the S of ESG.There is an acceptance and understanding that there is a huma
232、n aspect to a lot of the themes around ESG.Awareness around ESG has also grown,particularly on the environmental side.In many cities,people are actually able to see the alarming increase in pollution levels,through the Pollutant Standards Index(PSI),haze and health issues.This has all now become a p
233、art of political rhetoric and urban Indians now expect the government to be able to provide clean,safe air.ESG habitsOver the past 300 years,India has not been a land of abundance.Instead,it has been characterised by scarcity and controlled access;even in terms of cultural values,frugality is a virt
234、ue.This extends to Indians ESG habits,where the focus is on being resourceful,inventive,not looking at the most expensive solutions for everything,and extending the life of resources by repurposing and reusing them.These inherent practises are now gathering steam in India.Brands have also ramped up
235、the amount they advertise around ESG,mostly with themes of reuse,repurpose,and not flouting any environmental rules.Neemans,for instance,have launched a wash and wear shoe as well as the ReLive Knits,shoes made from recycled PET bottles,designed to last longer and be more environmentally friendly.Br
236、ands are increasingly launching campaigns which rouse consumers to the potential threats of climate change.Even in categories like beauty,there are increasing claims of ethical sourcing,no nasties,etc.However,brands risk potential backlash where these ESG measures start challenging cultural beliefs
237、or rituals.For example,many cultural festivals use a lot of water and including water-saving messaging around these festivals may have negative repercussions.Similar risks hold for taking traditional marital rituals and applying these to same-sex couples.Very traditional aspects of Indian culture ar
238、e a boundary to watch out for when introducing ESG initiatives.Climate of Climate ChangeCultural TransferabilityUSSouth AfricaBrazilEquality KaleidoscopeChinaAll on the Same Page?ForewordIndia50 Ipsos|ESG Across Borders:The Cultural ContextBRAZIL50 Ipsos|ESG Across Borders:The Cultural ContextClimat
239、e of Climate ChangeCultural TransferabilityUSSouth AfricaEquality KaleidoscopeIndiaChinaAll on the Same Page?ForewordBrazil51 Ipsos|ESG Across Borders:The Cultural ContextBRAZILLets traverse the globe to Brazil,home to the worlds largest rainforest.Brazil has a history of biodiversity,agroforestry a
240、nd co-living with different cultures,so ESG practices are not entirely new.While strong trends have begun to emerge around sustainable tourism,this is coupled with a history of extractivism the hyper-extraction of benefits from nature for commercial gain.Exporting these benefits has resulted in a hu
241、ge export industry for Brazil.All the same,there is a large sense of gratitude for what nature has provided to the country,and for a long time it has felt like an endless paradise that could not get depleted.However,recent extreme weather events have started building greater and greater urgency arou
242、nd the issue of climate change and loss of biodiversity.We see this conflict when we plot Brazil on the three cultural ESG dimensions.The countrys relationship with Relationship with natureConquestCo-existRewardsThe worldMy worldResponsibility/agencyIndividualInstitutionClimate changeSustainable tou
243、rismBiodiversity ExtractivismCo-livingAgroforestryClimate of Climate ChangeCultural TransferabilityUSSouth AfricaEquality KaleidoscopeIndiaChinaAll on the Same Page?ForewordBrazil52 Ipsos|ESG Across Borders:The Cultural Contextnature is closer to one of co-existence but its history of extractivism b
244、rings in an element of conquest and control.In terms of who Brazil sees as responsible for taking the lead on ESG,people look towards institutions and the government for guidance.When it comes to rewards,because Brazil is on the cusp of progress and development,there is a skew towards short-term gai
245、ns that benefit my world.However,there is a growing acknowledgement that something more needs to be done so that the countrys abundance is preserved and the world is restored and repaired for future generations.Concern about the environment began to increase after there was a general improvement in
246、the living conditions of the average Brazilians(the middle-class boom).But sustainability is still an agenda more adherent to the middle/upper class,with the working class more focused on more urgent day-to-day issues like income,employment,basic sanitation etc.Years of underdevelopment have made th
247、e population care less for the environment and more for aspects relating to basic needs.Now a new consensus is emerging and the idea that preserving the environment is also preserving life is gaining traction.Across different Ipsos surveys,social inequality and poverty is consistently one of Brazils
248、 top concerns,with climate change ranking nearer to the bottom.This reflects Brazils collectivist culture and the importance of the S pillar of ESG.More recently,Brazil has also seen a growingfocus on G.Brazils last government was so flagrant in its disregard for even basic ESG compliance and in its
249、 apathy to heightened public perceptions of corruption that suddenly even the average person became aware that ESG is no longer an area where neglect is acceptable.There is a minimum level of compliance that everybody needs to meet for ESG measures today to avoid alarming fallouts.One of our experts
250、 from So Paulo spoke about an occasion in the middle of the day in the peak of the summer of 2019,where the sky suddenly darkened and sunlight was eclipsed across the city.This was later revealed to be the side effect of heavy smoke from an There is a growing acknowledgement that something more need
251、s to be done so that the countrys abundance is preserved and the world is restored and repaired for future generations.Climate of Climate ChangeCultural TransferabilityUSSouth AfricaEquality KaleidoscopeIndiaChinaAll on the Same Page?ForewordBrazil53 Ipsos|ESG Across Borders:The Cultural Contextunpr
252、ecedented number of wildfires burning across the Amazon rainforest thousands of miles away.The event had a symbolic impact on Brazilians and very quickly brought home the pressing reality of extreme climate change,creating an urgency to act.The Lula government took office last year with optimism and
253、 a commitment to strong measures to support sustainability.They have prioritised environment protection over economic growth,engendering more energy and positivity around ESG measures today.Brazils history of extractivism has required new and innovative ways to manage conflicting demands.On the one
254、hand,it feels foolish to let go of the huge economic growth linked to exports,which in turn is seen to enable social sustainability.At the same time,the environment must be conserved and protected.As a result,we see growing trends of investment in biofuels and renewable sources of energy.This seems
255、to show that Brazil is putting a balanced focus on each of the three pillars of E S and G,and a synergy in the way that ESG initiatives are working together.Historically Brazil has been a country of sustainable farming,community support for people,land management all of that is now coming back into
256、prominence.Since his election in October 2022,President Lula has committed to a net-zero deforestation agenda,annulled a decree that encouraged mining on protected areas,and created a Ministry for Indigenous Peoples.When it comes to successful ESG brand campaigns in the country,a large proportion sk
257、ew towards the environment:carbon neutrality,recycling,declaring ethical and sustainable sourcing,preserving biodiversity even in sectors like mining,which are now investing in sustainable mining practices.But there is also a significant focus on social campaigns encouraging social inclusion and ant
258、i-discrimination e.g.supporting single mothers,women and LGBT rights.Climate of Climate ChangeCultural TransferabilityUSSouth AfricaEquality KaleidoscopeIndiaChinaAll on the Same Page?ForewordBrazil54 Ipsos|ESG Across Borders:The Cultural ContextSOUTH AFRICAClimate of Climate ChangeCultural Transfer
259、abilityUSBrazilEquality KaleidoscopeIndiaChinaAll on the Same Page?ForewordSouth Africa55 Ipsos|ESG Across Borders:The Cultural ContextSOUTH AFRICASouth Africa is a country with large natural bounty,a history of wildlife,and also one of great inequality the history of apartheid pervades into everyth
260、ing that South Africans do.Today,there are mixed trends around sustainability.The Caucasian,non-African relationship with nature was historically characterised by wildlife,hunting and conquest but the local African culture is one of co-existence.South Africa has a strong history of indigenous habits
261、 around sustainable farming,but this increasingly conflicts with strands of extractivism.The Nguni Bantu concept of Ubuntu which encapsulates collectivism,community and taking care of each other shapes much of South Africans attitudes towards ESG and strengthens the importance placed on the S pillar
262、.Perhaps one unintended consequence of this philosophy is black tax,a South African term describing the money that Black workers,who have taken their place in the corporate Relationship with natureConquestCo-existRewardsThe worldMy worldResponsibility/agencyIndividualInstitutionInequalityNatural bou
263、ntyWildlifeUbuntuBlack TaxStockvelApartheidClimate of Climate ChangeCultural TransferabilityUSBrazilEquality KaleidoscopeIndiaChinaAll on the Same Page?ForewordSouth Africa56 Ipsos|ESG Across Borders:The Cultural Contextworld,give to parents,siblings or other family members out of a sense of obligat
264、ion or familial responsibility.Plotting South Africa on the three ESG cultural dimensions,the countrys relationship with nature is closer to conquest than co-existence,a pattern we can trace to colonialism.This is somewhat balanced out by sustainable indigenous habits surrounding nature and farming.
265、In terms of responsibility,there is a very clear reliance on the government and the business sector for guidance,with individuals unwilling to take the lead.And when it comes to rewards,priority is given to short-term benefits,with a reluctance to sacrifice immediate gains for an intangible,unforese
266、eable future.Of 29 countries,South Africa is one of most concerned about financial and political corruption4 this is reflected in discourse happening in the country.There is also high concern around poverty and social inequality and about unemployment,which is little surprise given that South Africa
267、 has one of the worlds high rates of unemployment,especially among young people.15 South Africans are currently experiencing crippling water shortages,as well as frequent power outages but this lived experience contrasts the countrys abundance of resources and natural bounty.As a result,most South A
268、fricans believe they are being cheated on their natural right and that it is corruption,poor governance and poor policies that are leading to these shortages.Concern about resources is less about their finiteness and more about the lack of transparency or accountability in their management.The expec
269、tation of government is therefore very high and in some ways absolves the individual of responsibility.Unsurprisingly,South Africa has one of the lowest levels of confidence in their governments plans to tackle ESG issues.There is awareness among South Africans today of the need to be more critical
270、and to hold businesses to account.We now see examples of younger consumers boycotting brands that are seen to transgress ESG best practices,whether this is around use of plastic or not being transparent or ethical about how materials are sourced.South Africans are currently experiencing crippling wa
271、ter shortages,as well as frequent power outages but this lived experience contrasts the countrys abundance of resources and natural bounty.Climate of Climate ChangeCultural TransferabilityUSBrazilEquality KaleidoscopeIndiaChinaAll on the Same Page?ForewordSouth Africa57 Ipsos|ESG Across Borders:The
272、Cultural ContextUnlike in many other markets,when it comes to how South Africans feel about ESG and nature,we find emotions of optimism,calmness,and a need to reset the balance and co-exist.South Africans therefore respond well to brands that create access for them to do their bit towards this goal,
273、for instance,by offering a depot for depositing recyclable waste.This makes it easy for consumers to participate in sustainable practices and they value the brand taking on the responsibility.We see increasing adoption of ESG norms across larger industry too.While some of this comes from internation
274、al demands for compliance,much of it has also evolved naturally from South Africas own history of socially responsible investing(SRI)during apartheid.We see growing trends of linking CEO pay to ESG performance and sustainability bonds or financing i.e.only supporting investments in companies that ha
275、ve good or best practices around ESG.Another major trend is an increased focus on ethical sourcing,source traceability,as well as support for local businesses and small enterprises.The S and E pillars have both become highly important,with strong expectations surrounding the G.The biggest priorities
276、 for the country surround ending poverty,having access to water and nutritious food and of course,employment.Unlike in many other markets,when it comes to how South Africans feel about ESG and nature,we find emotions of optimism,calmness,and a need to reset the balance and co-exist.Climate of Climat
277、e ChangeCultural TransferabilityUSBrazilEquality KaleidoscopeIndiaChinaAll on the Same Page?ForewordSouth Africa58 Ipsos|ESG Across Borders:The Cultural ContextCHINAClimate of Climate ChangeCultural TransferabilityUSSouth AfricaBrazilEquality KaleidoscopeIndiaAll on the Same Page?ForewordChina59 Ips
278、os|ESG Across Borders:The Cultural ContextCHINAChinas culture is one of balance,regulation and moderation:yin and yang,Taoism,Confucianism.Traditional Chinese medicine revolves around taking the best of nature and sharing that benefit with people and the surroundings.Many of Chinas cultural festival
279、s concern nature,whether its the moon,harvest,water or the seasons.At the same time,there is a strong focus on entrepreneurism and state capitalism,which often works at cross purposes to ESG mandates.The 1990s and early 2000s the peak of Chinas economic development was a period of unbridled entrepre
280、neurialism.This led to many ESG breaches:contamination,pollution,deforestation,unethical and environmental practices around sourcing and processing.But Chinese people began to see the severe threat to the environment,even to their personal health and safety.The environmental aspect of entrepreneuria
281、lism has therefore become an urgent imperative.Relationship with natureConquestCo-existRewardsThe worldMy worldResponsibility/agencyIndividualInstitutionBalanceentrepreneurismTaoismYin&YangConfucianNature festivalTCMClimate of Climate ChangeCultural TransferabilityUSSouth AfricaBrazilEquality Kaleid
282、oscopeIndiaAll on the Same Page?ForewordChina60 Ipsos|ESG Across Borders:The Cultural ContextIn terms of the three drivers that shape the culture of ESG,Chinas relationship with nature is characterised by co-existence,balance,and a need to be respectful and mindful of how nature is used and engaged
283、with.Because the government is such a big agent and trusted to do its best,and because China is an extremely collectivist society,the Chinese place responsibility to take the lead on addressing ESG issues with institutions not just the government but also the business and private sector too.When it
284、comes to rewards,there is more of a balanced picture.While there is a slight lean towards prioritising actions that bring a benefit to individuals immediate community,this is increasingly coupled with an awareness and attention towards the need to be ESG compliant,especially when it comes to persona
285、l wellbeing and similar issues.So there is a growing commitment to moving towards longer-term rewards too.Our segmentation study12 of consumers and their attitudes towards ESG finds that China has one of the highest proportions of Pragmatists people who are practical and pragmatic in the way they ad
286、opt practices around ESG into their everyday lives.This is not surprising,as pragmatism is a value strongly embedded in Chinese culture.In looking to address ESG issues,the Chinese prioritise innovative solutions that can be easily adopted which results in a lot of green tech e.g.electric vehicles.A
287、libabas forest campaign is a prime example of success through smart innovation.Alibaba gamified green behaviours,awarding Alipay users with green energy points whenever they made low-carbon lifestyle choices e.g.taking public transportation or holding video meetings instead of commuting to the offic
288、e.The user can see their points building up in the form of a virtual tree growing on their app.Once users have accrued a certain amount of points,the company plants a real tree.This tapped into the belief that we all need to do something to help the environment,allowing consumers to drive reforestat
289、ion action and commit to planting trees without having to take on the responsibility.The initiative has been hugely successful,resulting in more than 122 million trees being planted by 2020 and giving people a sense of In looking to address ESG issues,the Chinese prioritise innovative solutions that
290、 can be easily adopted,which results in a lot of green tech.Climate of Climate ChangeCultural TransferabilityUSSouth AfricaBrazilEquality KaleidoscopeIndiaAll on the Same Page?ForewordChina61 Ipsos|ESG Across Borders:The Cultural Contextparticipation,contribution and achievement.This is typical of h
291、ow the Chinese look for a smart,innovative way,using technology,to address an issue nothing is unsurmountable.Historically,there are many practices around the E of ESG.Take traditional farming China is famous for terrace fields,the canal system,following lunar calendar cycles for farming and plantin
292、g,the concept of feng shui and harmony with different elements like water,wind,wood,metal,so on and so forth.To a lesser extent,S has also been important,especially for companies operating in China.In a market with a collectivist tendency,consumers expect brands to act when a major public disaster h
293、appens e.g.an earthquake or a flood.International brands will need to take account of these expectations to achieve brand success.Increasingly,we see a growing skew to health and wellness coming through,especially in the form of holding businesses accountable to ensure that they are doing healthy so
294、urcing and that they are not damaging the environment in their processes.This has become increasingly important,with consumers willing to pay a premium for brands that have better,safer and healthier sourcing and environmental practices especially in categories like infant formula or food and bevera
295、ges.We also see growing trends in social sustainability surrounding the treatment of people in the workplace,labour laws and gender equality.Although a large economy,Chinas development has been unevenly distributed and in many regions the living standards are still yet to be improved.Several years a
296、go,the northern province of Hebei put in place a complete ban on the use of coal to heat homes,in an attempt to improve air quality and meet environmental targets.16 But many villages had not been able to convert to gas,and alternative green energy was simply not ready for less developed areas.Many
297、homes were left without heating in sub-zero temperatures.The incident triggered huge anger among the general public who urged the government to find a better balance between environmental protection and basic living rights.This balance and compromise is another key factor that characterises ESG prac
298、tices in China.Climate of Climate ChangeCultural TransferabilityUSSouth AfricaBrazilEquality KaleidoscopeIndiaAll on the Same Page?ForewordChina62 Ipsos|ESG Across Borders:The Cultural Context62 Ipsos|ESG Across Borders:The Cultural ContextEndnotes1.Ipsos.2023.“The ESG Imperative:Ipsos foundational
299、perspectives”.https:/ Synthesio.2023.“#Sustainability-What It Means to Consumers”.https:/ Karian&Box.2023.“Exploring Sustainability and Employee Experience:A study of four major Financial Services Institutions”.https:/ Worries the World-June 2023”.Global Advisor.https:/ Change:Severity of Effects an
300、d Expectations of Displacement”.Global Advisor.https:/ Ipsos|ESG Across Borders:The Cultural Context6.Ipsos.2021.“How Multinational Corporations Can Lead the Way on Sustainability”.https:/ 2022”.https:/ Day 2023”.Global Advisor.https:/ Economic Forum.2023.“Global Gender Gap Report 2023”.https:/www.w
301、eforum.org/reports/global-gender-gap-report-202310.Alesina,Alberto,Arnaud Devleeschauwer,William Easterly,Sergio Kurlat,and Romain Wacziarg.2003.Fractionalization.Journal of Economic Growth 8(2):155-194.11.Binnie,I.and Kerber,R.“DeSantis signs sweeping anti-ESG legislation in Florida”.Reuters,3 May,
302、2023.https:/ Sustainability:Who Cares?”.https:/ Americans believe that climate change is mostly caused by human activity,but few report making changes to help limit it”.https:/ Consumer Tracker-Wave 77”.https:/ Monetary Fund.2023.“World Economic Outlook Database:April 2023”.https:/www.imf.org/extern
303、al/datamapper/LURWEO/OEMDC/ADVEC/WEOWORLD16.BBC.“China does U-turn on coal ban to avert heating crisis”.BBC,8 December,2017.https:/www.bbc.co.uk/news/world-asia-42266768AUTHORS Radhecka Roy Global Service Leader,Strategic Curation,UU,Ipsos Radhecka.RDr Pippa Bailey Head of Climate Change&Sustainabil
304、ity Practice,Ipsos Pippa.BEDITORIAL TEAM Simon Atkinson,Tessa Balka,Priscilla Branco,Pallavi Mathur Lal,Mallory Newall,Emilie Rochester,Jamie Stinson,Aynsley Taylor,Mandy Turner,Patrick XiangAbout IpsosIn our world of rapid change,the need for reliable information to make confident decisions has nev
305、er been greater.At Ipsos we believe our clients need more than a data supplier,they need a partner who can produce accurate and relevant information and turn it into actionable truth.This is why our passionately curious experts not only provide the most precise measurement,but shape it to provide Tr
306、ue Understanding of Society,Markets and People.To do this we use the best of science,technology and know-how and apply the principles of security,simplicity,speed and substance to everything we do.So that our clients can act faster,smarter and bolder.Ultimately,success comes down to a simple truth:You act better when you are ipsos