An executive summary in English of the 2° study "Climate Protection for Everyone" can be downloaded here: 

Climate-friendly consumer behavior can serve as an additional pillar for climate protection and offers companies significant market opportunities. Up until now, this potential has remained largely untapped. Consumers want improved guidance through clear labeling and a wider range of climate-friendly products. Refraining from consumption, reducing the variety of products and introducing substantial price increases are rejected by consumers as climate protection measures. This has been revealed by the results of the 2° study "Climate Protection for Everyone!", which was conducted by market research company GfK and consulting firm Response on behalf of 2° – German CEOs for Climate Protection.

Age, gender and social situation exert a considerable influence on consumption patterns and the associated effect on the climate. Climate protection is thus also a social issue: Low-income individuals are still often prohibited from purchasing economical and climate-friendly solutions, in large part due to the high price of such products. As a result of their overall lower degree of consumption and their mobility behavior, low-income individuals nevertheless produce less CO2 than higher income individuals. Women pay more attention to energy efficiency and the climate impact of products than men do. Among older population groups, the energy consumption of products plays a considerably greater role. However, such purchases are generally not directly linked to the issue of climate protection for the 50 and above generation.

"If we want to achieve the ambitious goal of limiting global warming to two degrees, we will have to involve the citizens", says Thomas Pleines, CEO of Allianz Versicherungs AG.

The issues of climate protection and energy efficiency have become significantly more important for consumer behavior over the past few years. Climate protection affects purchasing decisions where familiar and clear labeling is used, especially when it comes to household appliances like refrigerators and washing machines. Consumers rely heavily on established energy efficiency seals such as the "Blue Angel," which inspires a sense of confidence particularly among the 50 and above generation. New and confusing climate-specific labels seem to receive very little response from consumers.

The 2° study "Climate Protection for Everyone!" is the first representative cross-industry study on climate-friendly purchasing behavior and consumer attitudes.

Dirk U. Hindrichs, managing partner of Schüco International KG: "Environmental and economic interests can definitely be combined. For example, if we manage to use investments in climate protection to create greater energy efficiency, this will also become economically feasible."

Dr. Uwe Franke, CEO Deutsche BP AG: "Sustainability and climate protection are being given priority in Germany. Technology, innovation and their promotion play a key role here. In the future, we will see a more varied fleet of vehicles with different methods of propulsion and fuels, although petrol and diesel still have a big lead. Variety triumphs over naivety. Over the coming decades, we will see more effective internal combustion engines and a wider use of alternative fuels such as gas, bio and electric."

Politicians and companies clearly have their work cut out for them. Companies should increasingly gear innovations and marketing towards climate-friendly products and the use of environmentally-friendly technologies – and offer consumers more guidance when it comes to climate protection. The government is expected to provide clear framework conditions for the market economy and introduce programs to promote the use of climate-friendly and efficient products and technologies. The main challenges faced by politicians, however, lie in further improving the labeling of climate-friendly and energy-efficient products. Greater transparency with regard to climate impact and clear signals could enhance climate-friendly consumption over the long term.

Niels Stolberg, CEO Beluga Shipping GmbH: "Climate protection is an integral part of our corporate philosophy, which distinguishes itself through social responsibility and our strategic focus on innovation and research."

The 2° strategy report "Climate Protection for Everyone! Climate-Friendly Consumption as a New Pillar of Climate Protection" (only in German) can be downloaded here.

2° – German CEOs for Climate Protection
Marek Wallenfels
Managing Director
Friedrichstraße 60
10117 Berlin

Tel: +49 (0) 30 – 2021 4320
Fax: +49 (0) 30 – 2045 3735

Email: This e-mail address is being protected from spam bots, you need JavaScript enabled to view it

„2° Initiative – German CEOs for Climate Protection“ is an initiative of German CEOs, managing directors and family-owned businesses.  The initiative was founded during the run-up to the G8 Summit in Heiligendamm in 2007, with the goal of supporting government in their effort to establish free-market conditions for climate protection and to activate German CEOs’ solution competence for climate protection.  The 2°– Initiative is named after an important goal:  to limit global warming to an average of 2°C..

Members of the „2° Initiative – German CEOs for Climate Protection:
Dr. Michael Otto, Chairman of the Board of Directors of the Otto Group
Dieter Ammer, CEO Conergy AG
Prof. Dr. Hubert Burda, CEO Hubert Burda Media Holding GmbH & Co KG
Dr. Joachim Faber, Member of the Board of Allianz S.E.
Dr. Uwe Franke, CEO Deutsche BP AG
Tuomo Hatakka, CEO Vattenfall Europe AG
Dr. Jürgen Heraeus, Supervisory Board Chairman of Heraeus Holding GmbH
Dirk U. Hindrichs, Managing Partner of Schüco International KG
Lars Hinrichs, CEO XING AG
Dr. Hartmut Mehdorn, CEO Deutsche Bahn AG
René Obermann, CEO Deutsche Telekom AG
Hans-Peter Villis, CEO EnBW Energie Baden-Württemberg AG