01 April, 2011

Earth Hour inspires long term changes

Media release: Thursday, 31 March

New research has shown that eight out of every 10 Australians have been inspired to change their behaviour and improve their sustainability because of Earth Hour.

The research, conducted by research consultancy AMR after the event, has been welcomed by WWF-Australia CEO Dermot O’Gorman.

“We’re very pleased to see so many Australians doing what they can to go beyond Earth Hour,” said Mr O’Gorman. “Australians can be fiercely proud of Earth Hour. This small idea has grown into a global success, and we look forward to Earth Hour in 2012. “But we know that Earth Hour must become more than one hour of darkness, and we’re already seeing some great actions from across Australia to make that a reality.”

Actions identified by research respondents included reducing their energy use in the home, switching to green energy, reducing their water use, using public transport and riding or walking to work.

WWF-Australia is asking everyone to keep sharing ideas on sustainability by visiting www.beyondthehour.org and posting their suggestion.

“Already more than 15,000 people from around the world have shared their ideas and action for reducing our impact on the environment at beyondthehour.org. “Once again we need to tap into the ingenuity of Australians, and ask them to share their great ideas with the rest of the world.”

The Earth Hour, which began in Sydney in 2007, saw cities and towns across Australia switch off the lights on Saturday night and join people in 134 countries and territories.

Landmarks in all 7 continents were plunged into darkness for the global call to action. Research by AMR showed that within Australian major metropolitan areas alone almost 5 million Australians* aged 18+ took part in the event, with young adults (18-29 years) showing the highest levels of support. They were joined by hundreds of millions of people across the globe.

About AMR AMR is a research consultancy that brings innovation, integration and insight to drive business success. AMR has operated in Australia for more than twenty years, offering a full range of research services to business and government.

From advertising effectiveness and brand equity studies through to corporate reputation, customer satisfaction, concept testing and pricing AMR offers a complete research consultancy service. Our mission is to drive our clients’ success with the best people, products and processes.

About Earth Hour At 8:30 PM, Saturday 26 March 2011, hundreds of millions of people around the world will turn off their lights for one hour, Earth Hour. In 2011 WWF-Australia is encouraging everyone to ‘go beyond the hour’ to help create a more sustainable planet.

About WWF WWF-Australia is part of the WWF International Network, the world’s largest and most experienced independent conservation organisation. It has close to five million supporters and a global network active in more than 100 countries. WWF’s mission is to stop the degradation of the planet's natural environment and to build a future in which humans live in harmony with nature.

* Editors’ note: AMR survey conducted across Australia’s major metropolitan regions

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