Conducted the 2nd "Survey on SDGs Among Consumers"

The text of the Dentsu Inc. news release distributed on April 22 is as follows.

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April 22, 2019

60% of people are taking action related to the SDGs, including those who are unaware of them

Dentsu Team SDGs, a company-wide initiative promoting SDGs (※1) projects at Dentsu Inc. (Headquarters: Minato-ku, Tokyo; President: Toshihiro Yamamoto), conducted its second "Survey on SDGs Awareness and Practices" (hereinafter "this survey") targeting 6,576 men and women nationwide aged 10 to 70.

This survey focused not only on "Awareness and Understanding" but also on "Concrete Actions," examining the current state and changes regarding "Expectations for Municipalities and Companies," "The Reality of SDGs Practice and Barriers," and "Information Access Channels."

The main findings from this survey are the following five points.

❶ Overall SDGs awareness stands at 16.0%. This represents a 1.2-point increase compared to the previous survey (14.8%) (※2). By gender, awareness among women (11.6%) rose by 2.7 points but remained lower than that of men (20.5%). By occupation, students (※3) showed the largest increase, rising by 11.4 points.

❷Expectations for local governments to implement SDGs reached 78.7% overall. Similarly, expectations for companies exceeded half. Notably, 62.0% of students expressed a high willingness to participate in or cooperate with local government and NPO activities.

❸60.4% of respondents reported practicing something related to the 17 goals.

❹The structure of awareness and practice revealed the existence of four distinct groups: "Conscious Practitioners (6.5%)" "Knowledge-First Layer: 9.5%" "Unconscious Practice Layer: 20.6%" "Low SDG Engagement Layer: 63.4%"
Even among those unaware of the term "SDGs," 20.6% of respondents were effectively practicing some aspect of the goals (Unconscious Practice Layer). This percentage exceeded the actual awareness rate of the term itself (16.0%).

❺ Barriers to implementing SDGs at workplaces, schools, or home included "Unclear what specific actions to take" and "Difficult to bring up as a topic," with "Unclear what specific actions to take (36.5%)" being particularly prominent at home.

Among the above findings, a key feature of this survey is that it revealed the existence of a potential group who are implementing SDGs without knowing them. We believe that communicating with this group can help further spread awareness of the SDGs.

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※1: The SDGs (Sustainable Development Goals) were adopted at the UN Summit in September 2015. They are goals set by the 193 UN member states to be achieved over the 15-year period from 2016 to 2030. They consist of 17 goals and 169 targets agreed upon by countries worldwide to solve global problems and build a sustainable society.

 

※2: The first survey conducted in February 2018 and this survey differ in sample size, target regions, and other conditions, making direct statistical comparison impossible. Therefore, the comparison is provided for reference only.

 

※3: Students: Defined as the total of elementary school students, junior high school students, high school/technical college students, vocational school students, junior college students, university students, graduate students, and other students.

 

For further details, please refer to the Dentsu Inc. News Release [PDF].

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Dentsu Inc. News Release
http://www.dentsu.co.jp/news/release/2019/0422-009803.html