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Questionnaire Survey on the “Cool Biz” energy saving campaign

Questionnaire Survey on the “Cool Biz” energy saving campaign for 300 Japanese males between 20 – 49

Project name: Questionnaire Survey on businessmen for the energy saving campaign (not wearing a jacket or tie) during the summer known as “Cool Biz” for 300 Japanese males.
Subject (Respondents): Japanese males of age 20 – 49, who reside who reside in Tokyo metropolitan area, registered on “D STYLE WEB” and who usually wear a suit for work. (N= 300)

Research conducted on: June 5 – 25,2006

Distribution of respondents:

The Cool Biz energy saving campaign started in many organizations and companies, including the government in the summer 2005 as a means to help reduce electric consumption by limiting use of air conditioning. As such, businessmen “dress down” by not wearing suit jackets and ties to the office. However, what is the actual impression of these businessmen? We surveyed 300 businessmen who usually wear suits to work.

Because this is a “business men survey”, we had more survey panelists of men in their thirties than other age groups, compared to other surveys we have done. 90.3% of the survey panelists, who wear suits, answered that they usually wear a tie to work.

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Did you know about the Cool Biz campaign? (SA)

【Summer’s dress down Cool Biz proposed by Government, some organizations and companies. N=300】
【Acknowledgement of the situation】
Those who were completely unaware of the campaign were at a low 3.7%.

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Are you reluctant to wear no jacket and tie during a business meeting or conference with clients? （SA

【Are reluctant or not towards participating in business meetings or conferences without wearing a complete suit. N=300】
More than half of the respondents (58%) were reluctant to dress down (wearing no jacket and tie) while participating in business meetings and conferences. On the other hand, only 16% were willing to do so.

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Do you think summer’s dress down (Cool Biz) will become common? （SA）

【How common the Cool Biz Campaign will be (N=300)】
■It will be widespread　N=51
Just after half (50.3%) of the businessmen thought the campaign would become more common in future.

■Those who thought it would it would be more common. N=51

・It makes good sense to take part in the campaign. (Company management, 45)
・It depends on the government’s stance but I think it will spread due to increased concern for the environment. (Management position, 39)
・It has been in introduced in foreign countries too. (Sales person, 43)
・I think lots of people feel uncomfortable wearing a tie during the hot summer season. (Technical and professional job, 24)
・It’s cool and improves my work efficiency. (Public employee, 26)

■It will spread to some extent　N=112

・I think only a few people are against the cool biz campaign. So it will be common place if companies announce the change as an energy saving tool. (Company management, 42)
・As the government and other companies are taking part in the campaign, other companies will start to do so. Manufacturing industries are starting to deal with the global warming problem, so it is inevitable. (Management position, 42)
・Larger companies do not have any other choice but to introduce Cool Biz since it is related to the environmental issue. Manufacturers and other companies will have no choice. (Sales person, 31)
・It is a new thing to come to terms with, but once people see that is positive for the environment, the resistance should change gradually. Everyone likes to dress as cool as possible. (Clerical position, 27)
・It will not be widespread by the lead of taken by the government will accelerate change in other companies. (Technical and professional job, 24)

■It will not spread much　N=122

・ I think there was a similar campaign before but it was unsuccessful. (Company management, 40)
・ Government relations are promoting the campaign, however, the traditional manner in the non-governmental organizations will not adapt so quickly. (Management position, 49)

・ It will not spread in the cultural areas where they respect older people. However, I think when the older generation does it. (Sales person, 34)
・ For example, only a few people wear lighter clothes when commuting on the train and they wear a jacket even when hot. At this rate, it will not spread unless something drastic happens. (Clerical position, 32)
・ Japan is very set in its ways. (Company management, 31)

■It will not spread at all　N=15

・ I have never seen somebody like this around me. Dressing down makes people look like they have a poor working ability. (28. Management position)
・ Company workers cannot take part unless the whole company does so. (Sales person, 41)
・ It shows a lack of credibility. (Sale and service job, 32)
・ Continuity is the key. If the campaign continues over the next few years, it will spread among the general public. (Medical related job, 30)
・ Older people have a poor impression if we are dressed to casually. Workers seem reluctant to change. (Others, 32)

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What do you wear during work currently? (SA)

【Clothes currently worn at work. N=300】
Less than a quarter (23%) takes part in Cool Biz. Three quarters of the respondents wear ties (75.7%). This clearly shows that it will take time to catch on in Japan.

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