CHANGES IN OCEAN HEA TOTAL SAMPLE
In
gener l, How
LTH CONCER currently 56% previously
highly concerned about ocean health
% point increase in concern i n 3 year s
+30 86%
highly concerned with ocean health
al, how concern ed are you currently about the health of our oceans and waterways concerned w ere you about t he health of our ocea ns and waterwa ys th ree years
rs ago?
When thinking specififically abo ut sailing or other on- eth -water actitivities, whi ch of the fofollllowing d o tivitiesmore frfrequently, less frfrequently, or
you current ly do to help safefeguard the envirironment? Would
equally as ftoften th ree years
you s ay you were perfoforming the same acti rs a go as you a re now?
“Use reusable water bottles” Do
more 3 .vs years ago:
70% Concern 3 Years Ago
Extremely concerned
Extremely concerned Very
Not at all concerned
Observati
concerned Very
concerned
Moderately concerned
Moderately concerned
Not at all concerned
7% 20%
36% 38%
56%
High level of concern
concerned Very
Extremely concerned
Extremely
of concern 44%
Low level tions and Insights ts: Concern lift in high concern from3 years
Moderately concerned
concerned Moderately
concerned Very
concerned Not at all
concerned
Not at all concerned
Current Concern 49% 37% 13% 14% 1% Low level of concern
of concern 86%
High leve l
“Teach others/set examples for protecting the environment”
Do
more 3 .vs years ago:
56%
grown notably ov er the last 3 years, with respondents rs ago to today.
rn about the health of oceans and waterways has ts reporti n g a 30 percentage point
ys
weaving the story of ocean health into the fabric of their event, practices and messaging. It presents an opportunity for us to further connect with sailors, and their communities, about how to remedy these issues,’ Pochman says. Indeed, the study found that first- hand experience of pollution was the most powerful factor that inspires sailors to be more environmentally conscientious. News stories and films about ocean health threats were also found to be powerfully persuasive – more so than seeing professional sailors and grand prix regattas leading by example and becoming more sustainable. The researchers also found an important link between sailors’ familiarity with individual ocean health issues and their perceptions of urgency. Campaigns by 11th Hour Racing and others have very successfully highlighted some issues, such as plastic debris and litter in the oceans, and these are widely seen as the most urgent. Sailors perceive other issues that are arguably equally important, such as ocean acidification, to be less urgent because they understand less about them. This allows 11th Hour Racing to fine-tune their programmatic strategy as well as their communications and outreach. One of the most encouraging findings is that many sailors say they actively influence other people and encourage them to behave in a more sustainable way. ‘The message is getting out,’ Pearsall says, ‘and there is an increasing sense of urgency. The big challenge now is to maintain momentum and ensure that people don’t get complacent again.’ He says there is also a danger that people will focus on relatively small issues, like avoiding plastic drinking straws,
Above: the study found that the
proportion of people in the sailing community who are greatly
concerned about ocean health
drastically increased from just over half three years ago to an over- whelming majority of 86 per cent. Above right: the research also found that while sailors do seem to have some sustainable behaviours, such as avoiding single-use plastic
bottles and encouraging others to do the same, far fewer of us consider the environment when buying antifoul paint or anchoring
“Use spill-proof fueli ng techniq es”u Do
more 3 .vs years ago:
39% Observati tions and Insights
Strive to do currently:
15% specifi
“Practice proper anchoring techniques” Do more vs . 3
years ago: 32% ts: Among sailing-n
Strive to do c rrently
u : 15% fic sustai ability behaviors and encouragi ng others to use reus able wat er bottles o n-.
while losing sight of the bigger issues such as reducing all kinds of plastic waste on a global level and making the connection between plastic, fossil fuels and climate change. Sailors’ perceptions and attitudes are changing for the better, but there is much work to be done to turn their concerns into actions. Pearsall says he was surprised that so many sailors seemed very receptive to 11th Hour Racing’s core messages about the urgent need to improve ocean health and embrace sustainability, yet admitted that they had not actually done much themselves in response to these concerns. ‘It’s very hard to change behaviour,’ he says. ‘People continue to use cleaning products and bottom paint that they know can’t be good for the environment.’ Indeed, it seems that shockingly few sailors use eco-friendly antifoul or spill-proof fueling techniques, or consider the environment when using their anchor. Pearsall says boatyards and marinas have an important role to play in making sailing more sustainable: ‘As we found in our work for Unilever, if you make a real effort people will follow.’ It’s encouraging to note that 52 percent of sailors have noticed an increase in sustainability efforts at their boatyard or marina in the last three years, while 56 percent have seen improvements at their yacht club and 64 percent at their local community sailing centre.
rs,
respondents weremost likely to report an increase in using reusable wat er bottle s board
Whilst the study proved that 11th Hour Racing’s sustainability sponsorship model is working well and delivering real, tangible results, it also revealed that most sailors think the most effective way to make positive changes happen is through grassroots initiatives, working with local sailing centres and regattas. Pearsall agrees but cautions that the grassroots approach is a lot more difficult to manage than sponsoring major events. ‘It’s much easier to spend the big money than the small money,’ he says. ‘You have to find a happy medium.’
The research has already informed 11th Hour Racing’s latest round of grants, most of which are focused on grassroots initiatives that combine sailing with marine habitat restoration, public education programmes and active marine stewardship. ‘The data provided by this third party evaluation has been a powerful tool to broaden and deepen our impact. For example, we decided we needed to empower more of our ambassadors as changemakers in their communities and through our grant programme we now offer them the opportunity to work with a non- profit organisation of their choice, focusing on specific ocean health projects. By focusing on our people we can really accelerate change,” concludes Carnevale.
www.11thhourracing.org
Strive to do c rrently
u : 52% “Use non-toxic
Do more vs . 3 years ago:
53% Uc cleaning pro ucts”d
Strive to do currently:
58% u : 79%
“Encourage others to use reusable wat er bottles”
Strive to do c rrently
Do more vs . 3 years ago:
69%
Strive to do c rrently
u : 62%
“Use eco-friendly bottom paint” Do
more 3 .vs years ago:
51%
Strive to do c rrently
u : 12%
N ?
SUSTAINABILITY BEHAVIOR TOTAL SAMPLE
S
(SAILING SPECIFIC)
q SEAHORSE 67
PERFORMANCE RESEARCH
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