Post by account_disabled on Feb 18, 2024 4:34:00 GMT
The Healthy and Sustainable Living 2022 study from GlobeScan, a Canada-based research and advisory consultancy, reveals that global concern about climate change is at an all-time high. According to the survey carried out with almost 30 thousand people in 31 markets, two out of three people are willing to adopt responsible consumption habits.
Although people show a strong commitment to living sustainably and are likely to have made important changes, a gap between intention and action still remains. In this sense, companies play a fundamental role in closing this gap and helping to drive real change towards sustainability.
Break the gap to adopt responsible consumption habits
One of the reasons that affects consumers' willingness to Middle East Mobile Number List pay for more responsible products and brands is the current increase in the prices of food and basic services, which has important repercussions on the decisions of responsible consumers.
Amid widespread increases in daily spending, consumers are showing less willingness to pay more for products or brands that contribute positively to society or the environment, especially in Europe. In the United States, as many as three in four people worldwide agree that environmentally responsible products have become more expensive in the last year.
“Many consumers continue to need organizations and brands to help them adopt the healthier, more sustainable lifestyles they aspire to but cannot achieve, especially those with less purchasing power and younger people.”
Tom Firth, founding partner of M&C
Saatchi LIFE, a partner in the Healthy and Sustainable Living 2022 Study.
According to Tom Firth, although positive trends towards responsible consumption habits are becoming more common, there is still a significant gap between aspiration and action in many countries. It is therefore essential that brands and organizations focus on making sustainable products more affordable and accessible, especially those used in daily routines, as a way to encourage the adoption of responsible behaviours.
The “Healthy and Sustainable Living 2022” study was designed by GlobeScan in collaboration with various partners, including the Akatu Institute, IKEA, Levi Strauss & Co, M&C Saatchi Group, NYU Stern Center for Sustainable Business, P&G, PepsiCo, Reckitt, Visa and WWF International. Its goal is to help brands and organizations better understand the mindset of global consumers and what drives or limits them to adopt healthier and more sustainable habits.
responsible consumption habits
Brands can lead the change
As in previous years, research shows that there is a widespread desire among consumers to change their behaviors to be healthier and more sustainable, but the gap between desire and action remains persistent. Low-net-worth consumers, younger consumers, and consumers in emerging markets experience the largest gaps between aspirations and action.
Despite recent discussions about greenwashing , the study reveals that consumers remain interested in sustainability marketing communications, and the majority of those who have heard or read about a company's sustainability messages say they trust these communications. .
Most consumers also say that environmental friendliness plays an important role in how they make purchasing decisions across all product categories tested, especially in cleaning products, personal care products, and packaged foods and beverages. .
The limited scope of information on the environmental benefits of products and the positive response this type of information elicits from consumers highlights the opportunity for brands to have more communications to support their sustainable offerings and guide consumers.
Key findings on responsible consumption habits
Other important data from the Healthy and Sustainable Living 2022 research include:
Concern about climate change and environmental issues continues to grow: 65% of people now say climate change is “very serious,” up from 48% in 2003 in 17 tracked markets.
40% of people around the world say they do not want to have children due to climate change.
68% at least “somewhat agree” that they would be willing to reduce their consumption by half to avoid environmental damage and climate change, especially those with worried children at home.
Although half of those surveyed say they would like to change their lifestyle “a lot” to be more environmentally friendly, only 26% say they have made “major changes” in the last year to reduce their impact.
55% of consumers in 23 markets tracked between 2019 and 2022 now say they at least “somewhat agree” that they would be willing to pay more for products or brands that work to improve society and the environment, compared to 58% in 2021 and 2020. Willingness to pay more has decreased the most in Australia, Canada, Germany, Indonesia, Italy, Nigeria, Peru, Portugal, Spain, Sweden and the United Kingdom.
Only about half of people believe it is at least likely that most people will live sustainable lifestyles in the next decade. Those who believe sustainability is possible in the near future are much more likely than others to feel compelled to live more sustainably and to have taken significant steps to change their habits in the last year.
Finally, Doug Sabo, Visa's chief sustainability officer, emphasizes the importance of intensifying efforts to empower consumers and encourage more sustainable behaviors. Given the growing sense of urgency around climate action, it is crucial that all companies adopt and promote responsible consumer habits. This study marks a milestone on the path that responsible companies must take to achieve meaningful change.
Although people show a strong commitment to living sustainably and are likely to have made important changes, a gap between intention and action still remains. In this sense, companies play a fundamental role in closing this gap and helping to drive real change towards sustainability.
Break the gap to adopt responsible consumption habits
One of the reasons that affects consumers' willingness to Middle East Mobile Number List pay for more responsible products and brands is the current increase in the prices of food and basic services, which has important repercussions on the decisions of responsible consumers.
Amid widespread increases in daily spending, consumers are showing less willingness to pay more for products or brands that contribute positively to society or the environment, especially in Europe. In the United States, as many as three in four people worldwide agree that environmentally responsible products have become more expensive in the last year.
“Many consumers continue to need organizations and brands to help them adopt the healthier, more sustainable lifestyles they aspire to but cannot achieve, especially those with less purchasing power and younger people.”
Tom Firth, founding partner of M&C
Saatchi LIFE, a partner in the Healthy and Sustainable Living 2022 Study.
According to Tom Firth, although positive trends towards responsible consumption habits are becoming more common, there is still a significant gap between aspiration and action in many countries. It is therefore essential that brands and organizations focus on making sustainable products more affordable and accessible, especially those used in daily routines, as a way to encourage the adoption of responsible behaviours.
The “Healthy and Sustainable Living 2022” study was designed by GlobeScan in collaboration with various partners, including the Akatu Institute, IKEA, Levi Strauss & Co, M&C Saatchi Group, NYU Stern Center for Sustainable Business, P&G, PepsiCo, Reckitt, Visa and WWF International. Its goal is to help brands and organizations better understand the mindset of global consumers and what drives or limits them to adopt healthier and more sustainable habits.
responsible consumption habits
Brands can lead the change
As in previous years, research shows that there is a widespread desire among consumers to change their behaviors to be healthier and more sustainable, but the gap between desire and action remains persistent. Low-net-worth consumers, younger consumers, and consumers in emerging markets experience the largest gaps between aspirations and action.
Despite recent discussions about greenwashing , the study reveals that consumers remain interested in sustainability marketing communications, and the majority of those who have heard or read about a company's sustainability messages say they trust these communications. .
Most consumers also say that environmental friendliness plays an important role in how they make purchasing decisions across all product categories tested, especially in cleaning products, personal care products, and packaged foods and beverages. .
The limited scope of information on the environmental benefits of products and the positive response this type of information elicits from consumers highlights the opportunity for brands to have more communications to support their sustainable offerings and guide consumers.
Key findings on responsible consumption habits
Other important data from the Healthy and Sustainable Living 2022 research include:
Concern about climate change and environmental issues continues to grow: 65% of people now say climate change is “very serious,” up from 48% in 2003 in 17 tracked markets.
40% of people around the world say they do not want to have children due to climate change.
68% at least “somewhat agree” that they would be willing to reduce their consumption by half to avoid environmental damage and climate change, especially those with worried children at home.
Although half of those surveyed say they would like to change their lifestyle “a lot” to be more environmentally friendly, only 26% say they have made “major changes” in the last year to reduce their impact.
55% of consumers in 23 markets tracked between 2019 and 2022 now say they at least “somewhat agree” that they would be willing to pay more for products or brands that work to improve society and the environment, compared to 58% in 2021 and 2020. Willingness to pay more has decreased the most in Australia, Canada, Germany, Indonesia, Italy, Nigeria, Peru, Portugal, Spain, Sweden and the United Kingdom.
Only about half of people believe it is at least likely that most people will live sustainable lifestyles in the next decade. Those who believe sustainability is possible in the near future are much more likely than others to feel compelled to live more sustainably and to have taken significant steps to change their habits in the last year.
Finally, Doug Sabo, Visa's chief sustainability officer, emphasizes the importance of intensifying efforts to empower consumers and encourage more sustainable behaviors. Given the growing sense of urgency around climate action, it is crucial that all companies adopt and promote responsible consumer habits. This study marks a milestone on the path that responsible companies must take to achieve meaningful change.
