1. Climate Change
& Influential
Spokespeople
a global Nielsen
online survey
July
2007
Environmental
Change Institute
U NIVERSITY O XFORD
OF

2. Global Consumers Vote Al Gore, Oprah Winfrey and
Kofi Annan Most Influential to Champion Global
Warming Cause: Nielsen Survey
Bill Clinton and Nelson Mandela also make it into top five ranking
Former US vice-president and recent environmental celebrity The online Nielsen survey, the largest of its kind to be
Al Gore has topped the list of most influential people to conducted globally on the topic of consumer attitudes to
champion the cause of global warming in a 47 country climate change, was conducted in April 2007 in conjunction
Internet survey conducted by The Nielsen Company with the Environmental Change Institute of Oxford
and Oxford University. University and polled 26,486 internet users across *47
countries in North America, Europe, Asia Pacific and
Nearly one in five global consumers (18%) picked Al Gore the Middle East.
as the most influential spokesperson to champion the global
warming debate, ahead of former United Nations head, Kofi The survey also found that the film, An Inconvenient
Annan (15%), with Oprah Winfrey and Bill Clinton tying Truth, had had a significant influence on those that have
as third choice (14% each). Ranked fifth with eleven percent seen it - in their awareness of the issues and their stated
of global votes was former South African president, Nelsen changes in habits and behaviors.
Mandela. A ‘dream ticket’ for climate ambassadors would
“An Inconvenient Truth has pushed Al Gore and the message
include Al Gore and Kofi Annan, who polled as first or
of concern for climate change up the public agenda. This has
second choices in the most countries, together covering
been combined with UN scientific reports and the Stern
34 of the 47 countries in Nielsen’s Internet survey.
Review as well as increased media coverage over the last
While Al Gore and Kofi Annan won the overall global vote, months to shift the focus for many people from whether
there were some notable differences between regions and there is a problem to what to do about it,” said Max Boykoff,
countries. Moreover, among global respondents under age James Martin Fellow at the University of Oxford.
25, actress Angelina Jolie (14%) joined Oprah (15%) and
“Live Earth - the 24 hour, seven continent concert series
Kofi (16%) as the most influential.
taking place on 7th July - represents an opportunity for a
“Consumers clearly relate to national identities they admire broader group of people to hear about the issue of climate
and are familiar with. Our survey also identified potential change, and this study was a chance to identify who might
spokespeople from actresses to sports stars that would be an effective messenger. The challenge that remains is to
also make effective global warming champions, especially determine which messages move people from concern to
influential among certain age groups,” commented Patrick positive action,” said Timmons Roberts, James Martin
Dodd, President of ACNielsen Europe, The Nielsen Company. Fellow at the University of Oxford.
*47 Markets Covered:
Argentina, Australia, Austria, Belgium, Brazil, Canada, Chile, China, Czech Republic, Denmark, Egypt, Estonia, Finland, France, Germany, Greece,
Hong Kong, Hungary, India, Indonesia, Ireland, Italy, Japan, Korea, Latvia, Lithuania, Malaysia, Mexico, Netherlands, New Zealand, Norway, Philippines,
Poland, Portugal, Russia, Thailand, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, Turkey, UAE, United Kingdom, US and Vietnam.
Margin of error - +/- 4% for n=500 and +/- 3% for n=000.

3. Top two preferred champions for global warming – As a result of seeing Al Gore’s An Inconvenient Truth
Globally and in Live Earth countries • More convinced
• More convinced
• Taking action
• Less action
100%
China
Taiwan
Philippines
Indonesia
Canada
Egypt
Thailand
Ireland Hong Kong Vietnam
Argentina
I’ve changed my mind
Singapore
USA Mexico
Turkey
Australia Malaysia
South Africa Japan
Czech
Chile Greece South Korea
Republic
Latvia
Hungary Brazil
Austria
Spain EAU
Russia France India
Denmark UK
Sweden Switzerland Germany Poland
Estonia
Portugal
New Zealand Lithuania
Italy
Finland Belgium
Netherlands
Norway 100%
30%
• Less convinced • Less convinced
I’m taking action
• Less action • Taking action
Not surprisingly, nearly half of South Africans choose Nelson Twelve percent (one in eight) of global online consumers
Mandela as their top choice to champion the cause of global polled at the end of April this year said they had seen Al
warming, while twenty eight percent of Austrians chose fellow Gore’s An Inconvenient Truth. More North Americans
countryman turned Governor of California, Arnold (17% - one in six consumers) watched this film than any
Schwarzenegger, who has championed climate other global region.
change legislation.
Sixty six percent of viewers who claimed to have seen An
In the UK, twenty-three percent of consumers voted British Inconvenient Truth said the film had “changed their mind”
entrepreneur and environmental campaigner Richard Branson about global warming and eighty nine percent said watching
as their number one choice, followed by Bob Geldof. Twenty the movie made them more aware of the problem. More
three percent of South Africans also voted Richard Branson importantly, three out of four (74%) viewers said they
as their top choice, according to the Nielsen Internet Survey. changed some of their habits as a result of seeing the film.
In Asia Pacific, Kofi Annan was clearly consumers’ leading “When consumers are impacted enough to actually change
choice with 21 percent of the votes, followed secondly by some of their daily habits as a result of watching a film, it’s the
Al Gore and Bill Clinton – while in Europe (19%) and surest sign that the message has gotten through,” said Dodd.
North America (29%), Al Gore was the number one
choice, according to the Nielsen Internet Survey.
In the Middle East /Africa, actress and roving UNICEF
ambassador Angelina Jolie was the number one choice
(17%), slightly ahead of Kofi Annan and Oprah Winfrey.
In Latin America, rock star Bono won 28% of consumers’
votes followed by Angelina Jolie (22%) and Nelson
Mandela (18%).

4. Climate Change
Who is concerned?
How concerned are they?
From the 47 countries surveyed in April 2007, the concern of The below graph depicts globally the respondents’ views on
climate change ranked 4 amongst respondents. In a similar ‘Who would be the most influential person/people to
th
survey in October 2006, climate change ranked 8 ; the level of champion the efforts to combat global warming/climate
th
concern has risen more than two-fold over the 6 month period. change?’ Respondents selected up to 3 options.
Change in global public’s biggest concerns
Most influential climate change champion
45%
41 The Economy
18
Al Gore
40%
39
37 Health 15
Kofi Annan
35%
34
14
Bill Clinton
32
30% 14
Oprah Winfrey
30 Job security
Nelson Mandela 11
25%
Bono 10
20% Angelina Jolie 10
16 Global warming 9
Arnold Schwarzenegger
15
15% 14 Political stability
14
13 Crime 5
George Clooney
13
12 Terrorism
11
10% 5
David Beckham
8 War
7
6 6 Immigration 4
Robert F. Kennedy, Jr.
5%
Oct 2006 April 2007 4
Johnny Depp
4
Ronaldinho
4
Sting
4
Nicole Kidman
3
Richard Branson
3
Leonardo DiCaprio
Bob Geldof 3
Salma Hayek 2
John Terry 1
Gwyneth Paltalrow 1
Didier Drogba 1
0% 5% 10% 15% 20%
3

5. Live Earth
Concerts for climate change
The Live Earth countries are some of the world’s largest • Top Male: Al Gore
economies. Amongst Live Earth countries, politicians rank • Top Female: Oprah Winfrey
highest as the most influential people to champion the efforts • In the UK, the under 20s chose David Beckham (21%)
as their top choice
to combat global warming, followed by actors, activists and
sports personalities. • Angelina Jolie scores top female in Germany, Brazil and
China
• Respondents in some countries may not be aware of all
of the celebrities listed, there are consistent responses to
‘none of the above’.
Results from Live Earth countries: Most influential group to combat climate change
100% 96 96
90%
80%
74
70
69
67
70% 66
61
58
60%
50
50%
38
40% 36
33 33 33
31 31
30%
24 24 24
23
22 22 21
17
20%
15 15
14 14
13 13
12 12
11 11 11
10 10 10
9 9
8 8
7 7 7
10% 6 6
5 5 5 4
2 2
0%
Total Australia Brazil China Germany Japan South Africa UK USA
Actors (Female) Sports Personality Musician Politician Other Actors (Male)
Celebrity Categories
Actor (females): Sports Personalities:
David Beckham, Didier Drogba, Ronaldinho, John Terry.
Oprah Winfrey, Angelina Jolie, Gwyneth Paltrow,
Nicole Kidman, Salma Hayek.
Musicians:
Bono, Bob Geldof, Sting.
Actor (males):
Johnny Depp, Leonardo DiCaprio,
Other:
George Clooney.
Richard Branson, Robert F. Kennedy, Jr.
Politicians:
Al Gore, Nelson Mandela, Kofi Annan,
Arnold Schwarzenegger, Bill Clinton.
4

6. Al Gore:
An Inconvenient Truth
Al Gore: Champion of climate change – Global data Do you agree or disagree with the following statement:
The film made me more aware of the problem
Belgium 48
100%
Netherlands 47 6
11
13 14 15
90% 19
Norway 40
80% 94
Sweden 40 89
87 86 85
70%
81
Switzerland 33
60%
Denmark 32
50%
USA 30 40%
Ireland 29 30%
New Zealand 29 20%
Australia 28 10%
Japan 26 0%
EEMEA
Asia Pacific North America Latam Europe Global Average
Chile 25
France 25 Agree Disagree
Canada 24
Portugal 23
Hong Kong 21
Austria 19
Finland 18
Do you agree or disagree with the following statement:
South Korea 18
I am changing some habits as a result of seeing the film
Taiwan 18
Germany 100%
17
17 90% 17
Mexico 26
25 29 31 45
80%
16
Spain
70%
Malaysia 83
15
60% 75 74
Philippines 15 71 69
50%
South Africa 15
40% 55
Brazil 14
30%
Thailand 14
20%
Argentina 12 10%
UK 12 0%
Europe
Czech Republic Asia Pacific North America Latam EEMEA Global Average
11
UAE 11 Agree Disagree
Singapore 10
India 9
Italy 9
Turkey 8
Estonia 6
Indonesia 6
Poland 6
Greece 5
Hungary 5
Lithuania 5
China 4
Latvia 4
Vietnam 4
Egypt 3
Russia 3
18
Global Average
40% 50%
0% 10% 20% 30%
Countries hosting Live Earth Concerts
5

7. Australia
Celebrity Climate Champions
• Overall, males surveyed chose Al Gore, females chose
Oprah Winfrey
• Bono scored highly with the under 40s, Bob Geldof
was higher with the over 40s
• 55s over: Richard Branson was second choice after
Al Gore
• Under 25s placed higher emphasis on female actors
than other age groups.
Celebrity genre chosen by each age group
Data of all age groups
80%
72 Politicians
77
70%
28
Al Gore 65
62
60%
23
Oprah Winfrey 53
50%
20
Richard Branson 41
40% 37
15 38
30
Nelson Mandela
30% 26 31 27 Musician
25 Other
20
14
Bono
20% 23 Actors (Female)
12 9 9 Actors (Male)
12 7
Bill Clinton 10
10%
9
1 0 0 Sports Personality
0%
12
Bob Geldof
25 – 39 40 – 54 Over 55s
Under 25s
Sports Personality Musician Politicians
0% 5% 10% 15% 20% 25% 30%
Actors (Male) Other
Actors (Female)
Al Gore: An Inconvenient Truth
Comments from viewing ‘An Inconvenient Truth’ I am changing some habits as a result
100%
100%
90%
90%
80%
80% 91
87
89
70%
70%
74
60%
60%
73
50%
50%
54
40%
40%
46
49
30%
30%
20%
20%
26
10%
10%
13 9
0%
0%
Over 55s
Under 25s 25 - 39 40 - 54
The film made me I am changing some habits The film has changed
more aware as a result my mind
Agree Disagree

8. Brazil
Celebrity Climate Champions
• Under 40s chose Bono as top male climate champion
• Sports personalities such as Brazilian footballer
Ronaldinho received particularly strong support
• The over 40s voted mainly for politicians
• All males surveyed chose fellow men as influential
people, whilst female respondents consistently
chose Angelina Jolie.
Celebrity genre chosen by each age group
Data of all age groups
100% 100
Politicians
Bono 24 87
90%
80%
Angelina Jolie 22
70% 69
Nelson Mandela 19
60% 61
50%
Bill Clinton 18
Actors (Female)
39
42
40%
Ronaldinho 18 36 30
30% 25 Musician
24
24 Sports Personality 26
Al Gore 21
14 20% 23
15 Other
17
9 15
10% 7 12 Actors (Male)
7
12
Kofi Annan 2
4 6
0%
Arnold 25 – 39 40 – 54 Over 55s
Under 25s
11
Schwarzenegger
Sports Personality Musician Politicians
Actors (Male) Other
0% 5% 10% 15% 20% 25% Actors (Female)
Al Gore: An Inconvenient Truth
Comments from viewing ‘An Inconvenient Truth’ I am changing some habits as a result
100% 100%
90% 90%
80% 80%
88
70% 70%
76
60%
60%
67
66
67 50%
50% 62
40%
55
40%
30%
30%
38
34
20% 33
20%
24
10%
10%
0%
0%
Under 25s 25 - 39 40 - 54 Over 55s
The film made me I am changing some habits The film has changed
Agree Disagree
more aware as a result my mind
7

9. China
Celebrity Climate Champions Data of all age groups
• Kofi Annan was top in every age group, and was most
29
Kofi Annan
popular choice of both male and female respondents
• Politicians scored most highly with 25-39s 11
Bill Clinton
Arnold
• Male actors were more popular with older age groups 11
Schwarzenegger
• Musicians and sports personalities in the list generally Angelina Jolie 10
scored lower. Nicole Kidman 7
7
David Beckham
5% 10% 15% 20% 25% 30%
0%
Celebrity genre chosen by each age group
70%
68
59 Politicians
60%
56
50%
48
40%
30% 25 Actors (Female)
22
20
17 Actors (Male)
20%
14 16
13 Sports Personality
9
10
11
10% 9 6 Other
6
6 Musician
7 1 0
5
0%
25 – 39 40 – 54 Over 55s
Under 25s
Sports Personality Musician Politicians
Actors (Male) Other
Actors (Female)
Al Gore: An Inconvenient Truth
I am changing some habits as a result
Comments from viewing ‘An Inconvenient Truth’
100%
100%
90%
90%
100 100
80%
80% 93
96 88
92 70%
70%
83 60%
60%
50%
50%
40%
40%
30%
30%
20%
20%
10%
10%
12 0 0
7
0%
0%
Over 55s
Under 25s 25 - 39 40 - 54
The film made me I am changing some habits The film has changed
more aware as a result my mind Agree Disagree

10. Germany
Celebrity Climate Champions
• Respondents consistently chose politicians
• Actors Angelina Jolie and Johnny Depp scored highly
in the under 25s age group
• Musicians comprised the second most popular choice
for 25 + age groups
• Bono was most popular with the under 40s, Bob Geldof
was more popular with the over 40s.
Celebrity genre chosen by each age group
Data of all age groups 120% 118
Politicians
24
Kofi Annan
96
100%
90
21
Bill Clinton 86
80%
19
Nelson Mandela
60%
17
Al Gore
40% Actors
Arnold (Female)
15 29
Schwarzenegger 27 26
24 17
20% 22 13 Musician
10
Bono 10
Sports
13 10 Other
9
Personality
43 7 6
6 3
35 Actors (Male)
7 0%
Angelina Jolie
25 – 39 40 – 54 Over 55s
Under 25s
Sports Personality Musician Politicians
0% 10% 20%
15% 25%
5%
Actors (Male) Other
Actors (Female)
Al Gore: An Inconvenient Truth
I am changing some habits as a result
Comments from viewing ‘An Inconvenient Truth’
100%
100%
90%
90%
80%
80%
88 70%
70%
75
60%
60%
50%
50%
57
54
57 40%
40%
50 50
53
46
43
30%
30%
20%
20%
25
10%
10%
0%
0%
Over 55s
Under 25s 25 - 39 40 - 54
The film made me I am changing some habits The film has changed
more aware as a result my mind Agree Disagree

11. Japan
Celebrity Climate Champions
• Respondents from 40 yrs + heavily favoured politicians
• Male actors scored higher in Japan than any other
Live Earth country
• Both male and female respondents chose Al Gore
• Support for Al Gore increased as age groups
increased.
Celebrity genre chosen by each age group
Data of all age groups
70% 70 Politicians
59
60%
26
Al Gore
51
50%
Kofi Annan 13
40% 36
Leonardo DiCaprio 8
30%
Bono 6
20% 16
Actors
Arnold 10 (Male)
13
5 8 9
Schwarzenegger 11
10% 8 Actors (Female)
11
8 6 Musician
7 7
1 Sports Personality
2 6
0
2 4 1 Other
Angelina Jolie 5 0%
25 – 39 40 – 54 Over 55s
Under 25s
Sports Personality Musician Politicians
0% 5% 15% 20% 25% 30%
10%
Actors (Male) Other
Actors (Female)
Al Gore: An Inconvenient Truth
Comments from viewing ‘An Inconvenient Truth’ I am changing some habits as a result
100% 100%
90% 90%
100
80% 80%
92
70% 70%
78
60% 76 60%
68 67
50% 50%
60
40% 40%
30% 30%
40
20% 20% 33
10% 10% 22
0
0% 0%
The film made me I am changing some habits The film has changed Over 55s
Under 25s 25 - 39 40 - 54
more aware as a result my mind
Agree Disagree
0

12. South Africa
Celebrity Climate Champions
• Male respondents chose Nelson Mandela, female
respondents chose Oprah Winfrey
• Richard Branson scored highly throughout, and is
the third most popular choice across all age groups
• Bill Clinton was very popular with the over 40s
• Oprah Winfrey is most popular with
the under 25s.
Celebrity genre chosen by each age group
Data of all age groups
125%
122 Politicians
117
Oprah Winfrey 49
99
100%
91
Nelson Mandela 49
73
Richard Branson 23 75% 69
71 Other
57
Angelina Jolie 17
50%
Al Gore 15 39
34 Musician
Bono 15 23
25% 23 17 16 Actors (Female)
20 22
12
Bill Clinton Sports Personality 10
13 9 Actors (Male)
0
9 9 0
5
0%
Kofi Annan 10
25 – 39 40 – 54 Over 55s
Under 25s
Sports Personality Musician Politicians
0% 10% 20% 30% 40% 50%
Actors (Male) Other
Actors (Female)
Al Gore: An Inconvenient Truth
I am changing some habits as a result
Comments from viewing ‘An Inconvenient Truth’
100%
100%
90%
90% 100
80%
80%
70%
70%
84 73
60%
60%
65
50%
50% 69
40%
40% 59
30%
30%
35
20%
20%
27
10%
10%
0 0 0
0%
0%
Over 55s
Under 25s 25 - 39 40 - 54
The film made me I am changing some habits The film has changed
more aware as a result my mind Agree Disagree