In a mobile phone survey by Lightspeed Research, a leading global interactive data solutions provider, and The Ethical Reputation Index, the UK’s leading tracker of corporate ethical reputation, carried out during the global Live Earth event reveals that Britons who watched the event were less influenced by Live Earth than Australian and American watchers.

The survey of people who were aware of the event, asked respondents if Live Earth was likely to encourage them personally to do more to combat climate change. While a majority of respondents did not feel it would, those people who actually watched the event were more likely to respond positively. Of the people that watched the event, American respondents were the most enthusiastic with 61% saying it would encourage them to do more, compared to 51% in Australia and about one third Britain.

“Our research shows that the climate change message is getting through, but that the concerts for Live Earth aren’t the only approach to encourage people to do even more. Perhaps artists and
celebrities aren’t seen as credible voices to encourage people to limit their environmental impact. However, most consumers say they are committed to minimising their impact on climate change, and that’s a good foundation to build on.” says Karen Fraser of The Ethical Reputation Index.

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Originally posted on July 9, 2007 @ 7:10 am