At the Energy Survey, we’ve examined the responses of American consumers as influenced by a number of different factors including income, geographic region and age. All of these have given us wonderful insights. However, we haven’t discussed one of the most compelling variables until now, which is gender. Based on our survey, women and men exhibit significantly different opinions, especially regarding environmental issues. This has been true throughout the ten quarters of data analyzed thus far.
To analyze the responses to the questions that probe consumer concerns, we utilize a 4-point Likert Scale. A value of 1.0 indicates the lowest level of concern (e.g., “not at all” concerned) and 4.0 the highest (concerned “a lot” or “a great deal”). An average of 2.5 reflects a neutral group response.
In our survey, men profess to know more about energy than women, which might suggest that men would be more concerned about the environmental effects of energy. However, the opposite is true. Although women express less confidence about their knowledge of energy, their responses exhibit a significantly greater sensitivity to its impact on the environment.
Firstly, women are more worried about the environmental impacts of energy. While it is true that women seem to worry more about other topics covered in the survey (such as the affordability and reliability of energy), the difference between the genders is greatest in regards to environmental impact. In other words, it’s not just that women might tend to be “worriers” overall. Rather, they have a particularly elevated level of concern about the environment, at least when it comes to the effect of energy.
Secondly, despite a perceived lack of knowledge, women maintain that their energy affects the environment to a greater degree than men. Both genders believe the effect is greater than neutral, however men are much more likely to say that energy does not affect the environment at all. Although our survey does not isolate environmental professionals we suspect that — regardless of their own gender — they would side with women.