First-of-its-kind 14-country study ranks consumers according to environmental behavior

Market Basket

To provide context for the Greendex results, National Geographic and GlobeScan also developed a “Market Basket,” a set of national macroeconomic indicators of consumption in four areas important to environmentally sustainable behavior — energy, transportation, travel and consumer goods. The data, gathered by the Economist Intelligence Unit, mirrors in part the consumer behavior measured by the Greendex survey. The purpose of the Market Basket is to provide an external estimate of changes in consumer behavior over time, while acknowledging that industry and government also play a critical role. The Greendex, for example, measures things consumers are doing to save energy in a country; the Market Basket measures whether total energy consumption in the country is actually going up or down. The Market Basket will also establish a framework for comparing the relative environmental impact of each country’s size and rate of growth, over time.

Current Market Basket data validate the 2008 Greendex rankings, with actual energy consumption aligned with each country's Greendex score. More importantly, however, the Market Basket data suggest that if current growth rates are sustained in certain countries in 2008, Greendex rankings may change considerably in the near future.

About National Geographic

The National Geographic Society is one of the world’s largest nonprofit scientific and educational organizations. Founded in 1888 to “increase and diffuse geographic knowledge,” the Society works to inspire people to care about the planet. It reaches more than 300 million people worldwide each month through its official journal, National Geographic, and other magazines; National Geographic Channel; television documentaries; music; radio; films; books; DVDs; maps; school publishing programs; interactive media; and merchandise. National Geographic has funded more than 8,800 scientific research, conservation and exploration projects and supports an education program combating geographic illiteracy. For more information, visit nationalgeographic.com.

About GlobeScan

GlobeScan Incorporated is a global public opinion and stakeholder research consultancy with offices in Toronto, London and Washington. GlobeScan conducts custom research and annual tracking studies on global issues. With a research network spanning 60+ countries, GlobeScan works with global companies, multilateral agencies, national governments and non-government organizations to deliver research-based insights for successful strategies.