Earth Hour and Business

WWF Australia has posted some statistics about Saturday nights Earth Hour campaign.

For those of you in the dark πŸ˜‰ about this campaign, it is a campaign which began in Sydney in March last year and was started by WWF.

From the official web site:

“About Earth Hour

On March 31 2007, for one hour, Sydney made a powerful statement about the greatest contributor to global warming – coal-fired electricity – by turning off its lights. Over 2.2 million Sydney residents and over 2,100 businesses switched off, leading to a 10.2% energy reduction across the city. What began as one city taking a stand against global warming caught the attention of the world….In 2008, 24 global cities participated in Earth Hour at 8pm on March 29

If you are interested in this campaign, you can view the “Where it All Began” Video from the Earth Hour site here:

Some interesting points:

  • According to Energy Australia, for the hour between 7.30pm and 8.30pm on 31 March 2007, there was a 10.2% reduction in electricity consumption across the Sydney CBD.
  • Of 937 Sydney residents surveyed by AMR Interactive, 57% had participated in Earth Hour by either switching off their lights (53%), turning off their computer (25%), turning off a household appliance (25%) or turning off the television (17%).
  • Coca-cola sign at Kings Cross was switched off intentionally for the first time since the 1970s.
  • Woolworths had a high level of staff awareness and dimmed lights in over 200 sites across Sydney. This included over 100 supermarkets, 60 liquor stores and 40 electronic stores.
  • 90 McDonalds golden arches turned off across Sydney

According to B and T, statistics show that there was a positive spin off for businesses who participated in Earth Hour, demonstrating the value for marketers to support causes and ideas that their consumers care about!!

I spent earth hour drinking wine in a local pizzeria in Darlingurst, Sydney by candle light and it was a real pleasure to see many of the restaurants and shops in the area participate in this initiative…there was a light and fuzzy community feeling for me which may just influence my future local purchasing decisions….

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