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1、Click here or press enter for the accessibility optimised versionWHO CARES?WHO DOES?Planet,Profit,and PerceptionThe new truths of todayseco-conscious consumersIssue 5|September 2023Click here or press enter for the accessibility optimised versionPlanet,Perception,and PurchasingThe new truths of toda

2、ys eco-conscious consumersIt has been an interesting journeytracking the path of eco-consciousconsumers over the last five yearsof this study.Beyond the realm ofbuzz words,the landscape ofsustainability is evolving.We seeimportant changes,some obvious,some less so.But the story evolvesdifferently fo

3、r different consumersand countries as they movetowards what our research shows isbroad hope for a more sustainabletomorrow.And for those consumer goodsbrands and retailers committed tothe journey,we are seeing a newsign of hope in our latest findings.This is our biggest ever year as wehave longer tr

4、ends and have addedCanada and a number of othercountries in Asia and Africa thiscountries in Asia and Africa thisyear.This matters because it allowsglobal and local calibrations usingthe largest and most accurate dataset of its kind.This year,the toplinetakeaway is clear:Eco-Actives,thetorchbearers

5、of consciousconsumption,are on the rise onceagain.These are a group worth$456bn.The dip experienced in2022,may have been a hiccuprather than a complete reversal ofhabits and foreshadowing of theenduring nature of this movement.We also found a large number ofpeople conscious of all theirhousehold was

6、te including foodand water.Beyondbuzz wordsNatalie BabbageGlobal LinkQ DirectorWorldpanel Division|KantarWe expectthe trajectory to look(directionally)like this:Over the past five years of ourresearch,profound shifts haverippled through our understandingof the environment and therelationship between

7、 consumersand products.We are also seeing anew pattern emergeThere has been a surge inpeople looking towardsgovernments,rather thanFMCG manufacturers,tochampion the cause of ourplanet.Yet,amidst the striving forsustainability,the shadow of thecost-of-living crisis continues toimpact decision-making

8、asinflation holds its grip in mostcountries.This grip makes thepursuit of eco-friendly choices achallenge for many people and itchallenge for many people and itharder for a brand in this space togrow.And as these challengespersist,heat waves ripple acrossthe world,serving as a physicalreminder of th

9、e interconnectednessbetween our lives and theenvironment.Amidst climate tension,retailer andbrand tensions are also on the riseas consumers expect more actionon environmental,social,andgovernance(ESG)efforts.Thiscomes as trust in brands is eroding,giving consumers another reason toopt for private la

10、bel products asprice pressures continue.Responding appropriately should bea priority.The Who Cares?Who Does?survey is the largest,most globallyconsistent of its kind,reaching112,000 respondentsacross 35 countriesover the last five years.By connecting attitudes andactions to in-depth shoppingbehaviou

11、r across all FMCGcategories,the study providesinsights into the relationshipbetween consumers and brands inthe context of the environment.The core of the study is our eco-segmentation,which is based onthe actions people take to reducetheir plastic waste footprint.Theseactions include everyday activi

12、tieslike using a refillable water bottle oravoiding fruit and vegetablesavoiding fruit and vegetableswrapped in plastic.While plastic isonly one factor in the overallsustainability picture,it is wellcorrelated with other areas,such aseating less meat,buying second-hand,and looking for natural andorg

13、anic products.MethodologyClick here or press enter for the accessibility optimised versionGreen dreamsThe rise,fall and resurgence of Eco-ActivesEco-Activesare backLast years headline revealed asurprising twist for the Eco-Activesconsumer segment.After threeyears of consistent growth,theirnumbers dr

14、opped,a developmentwe attributed to concerns overwidespread inflation and theUkraine conflict dominating theheadlines.This shift in focus,accompanied by rising gas and fuelprices,temporarily eclipsed thepreviously steady rise in eco-conscious respondents.The return of Eco-Actives this yearis good ne

15、ws for brands that haveinvested in sustainability initiatives,as Eco-Actives represent asignificant portion of spending inthe FMCG sector.A like-for-likecomparison of countries shows Eco-Actives at 22%of the population,Actives at 22%of the population,globally,up from 18%.Eco-Considerers,a group ripe

16、 forconversion to Eco-Actives,are alsoback this year.So,if Eco-Actives are back thisyear,what does this mean?Itwould be easy for brands to thinkshifting away from offeringstargeted at Eco-Actives,especiallyin the face of economic challengesin the face of economic challengesand rising costs of living

17、,is the rightapproach.Indeed,commonthinking and realities are thatmore eco-friendly products tend tocost more.And this is generallytrue.But that doesnt mean theyshould be abandoned in the face ofrising pressures on households.Eco-Actives represent asubstantial market,accounting for$456 billionin spe

18、nding,globally.Doing so could be a mistake.Eco-Actives represent 20%of the totalpopulation,accounting for$456billion in spending,globally.Moreover,projections indicate thatthe Eco-Actives segment willcontinue to grow in size and couldbe worth$1 trillion by 2028.The resurgence of Eco-Actives is notco

19、nfined to specific demographicsor income levels,but we knowasking people to“trade up”tomore eco-friendly products will bedifficult when 43%told us it wouldbe harder to act sustainably due tofinancial or social constraints.Interestingly,this number hasntchanged year-over-year meaningits challenge tha

20、t persists nomatter what the economic climate.ConsiderationsIts also worth recognising peopleare demanding more of brands.They want to trust the brands theyuse.Consequently,brands shouldview investment in sustainability asan investment in gaining trust,denoting quality,health,and taste.Eco-Actives c

21、onsistently over-tradeon eco products,with brandsoffering non-plastic packaging,local credentials,naturalingredients,and fairtrade practicesingredients,and fairtrade practicesperforming best.By understandingthe needs and desires of Eco-Actives and offering sustainableoptions that align with their va

22、lues,brands can further tap into agrowing and lucrative marketsegment.Post answerInteractive poll not supportedView online versionClick here or press enter for the accessibility optimised versionCharting changesMapping the eco-journeyOver the past five years,there have been significantshifts in cons

23、umer habits,concerns,and perceptionsof responsibility regarding sustainability andenvironmental issues.As we add more countries toour survey each year,the picture becomes evenmore clear.The changes observed over the past five yearshighlight the evolving nature of consumerattitudes and behaviours reg

24、ardingsustainability.HabitsConsumer habits have evolved,withsome behaviours growing faster thanothers since we started the survey in2019.The practice of bringing onesown bags(+3%)and choosing loosefruit and vegetables and packing themin paper or fabric bags has increased(+12%),reflecting the influen

25、ce thatretailers can have on consumerbehaviour.The use of go cups for hotdrinks has also risen(+6%),likely dueto increased availability and price orloyalty benefits.However,there has been nomeaningful change in the use of refillsand avoidance of plastic bottles byshoppers;though we shouldacknowledge

26、 some improvement inthis area has come from manymanufacturers using more recycledplastic in their packaging.That said,themuch-vaunted“refill revolution”is yetto happen,with most categorieslacking options and pilot schemes notlacking options and pilot schemes notbeing expanded beyond ad hocinstallati

27、ons.These efforts may behelpful on the brand-building front,butless so on building scalable refill models.ConcernsIn the light of heatwaves around theworld,it may be no surprise that globalwarming remains atop the list ofpeoples most pressing environmentalconcern.The difference is that thisyear,even

28、 more people promoted it tothe top of their worry list.Watershortages,have overtaken plasticwaste as a primary concern driven bycountries facing this now such asSpain,Portugal and South Africa.Plastic waste remains the biggest worryfor many,especially in Asia whereSouth Korea,Indonesia and India sho

29、wmore than half the population have itin their top 3 concerns.ResponsibilityThere has been a significant shift inpeople who believe governmentsshould be responsible foraddressing environmental issues.Over the past five years,there hasbeen a big increase(28%to 40%)in those looking to governmentsrathe

30、r than FMCG manufacturersto lead action.This shift could bedue to growing awareness of thescale of global warming and theneed for systemic solutions.Thegreater role of governments duringthe pandemic may also havebrought it to the forefront ofthinking,given the big increases in2020 and 2021.The chang

31、es observed over thepast five years highlight theevolving nature of consumerattitudes and behaviours regardingsustainability.Retailers and brandscan influence consumer habits byoffering sustainable options andoffering sustainable options andincentivising eco-friendlybehaviours.Governments areincreas

32、ingly seen as responsible foraddressing environmental issues.As the world grapples with thechallenges of global warming,water shortages,and plastic waste,understanding the changing habits,concerns,and perceptions ofconsumers is crucial for brands,retailers,and policymakers.Byaligning their actions w

33、ith thealigning their actions with theevolving needs and desires of eco-conscious consumers,they cancontribute to a more sustainableand environmentally friendly future.Post answerInteractive poll not supportedView online versionClick here or press enter for the accessibility optimised versionThe pri

34、ce of progressLiving costs meet environmental passionsThe cost-of-living crisis hashad a significant impact oneco-conscious consumers,affecting their ability tomake sustainable choicesand putting pressure onbrands.For some,that hasmeant forsaking the moresustainable for the moreeconomical.This trade

35、-offis no minor matter.Products under the greenbanner tend to sit withinpremium price tiers,rendering them lessaccessible to the masses.Pressure on peopleEco-Actives are hardly insulatedfrom these economic pressures.Whilst they desire eco-friendlyproducts they are often lacking thefinancial flexibil

36、ity to afford them.And this is not a plight confined toone locale.From Argentina,where36%fall into this category,to Brazil(32%),Colombia(49%),Peru(30%),and the United Kingdom(23%),a significant portion of Eco-Actives say they are“struggling”tomake ends meet.Those who saythey are“comfortable”have mor

37、espending power.Pressure on brandsBrands are facing increasingtensions as they navigate the cost-of-living crisis and sustainabilityexpectations.On one hand,theyare expected to demonstrate moreaction on their Environmental,Social,and Governance(ESG)efforts to institutional investors.Onthe other hand

38、,they are pressuredby consumers who want moresustainable and environmentallyfriendly products but are unwillingor able to pay more.Trust in brandsis declining,giving consumersanother reason to buy private labelproducts as price pressurescontinue.Only 42%of peopleglobally trust brands not tounnecessa

39、rily raise their prices.Alongside this,the value-actiongap remains,with the perceivedexpense of green options being thenumber one barrier to makingmore sustainable choices.This istrue across regions with 60.9%true across regions with 60.9%saying this was a barrier to buyingsustainably.The biggest di

40、fferenceacross regions was that theproducts were hard to find withmore than 50%saying this in LatinAmerica and Asia,and only 32%inEurope.Pressure on retailersRetailers are also facing pressurefrom consumers.Respondents toldus they wanted retailers totake more action to remove excesspackaging from th

41、eir own products.55.1%of people said they wantedretailers to make this a priority.Given the growth trajectory ofprivate label product sales acrossEurope more than half ofshoppers are now buying privatelabel,according to EuropanelsBarometer a retailer response onthis front could have a meaningfulimpa

42、ct on waste reduction.Another demand of retailers was toreduce waste in their supply chain(46.9%).To make managing the marketconditions even more complex,there is still a strong desire forsustainable products and practices,despite financial constraints.Brands and retailers have anBrands and retailer

43、s have anopportunity to support consumersin making sustainable choices byoffering affordable eco-friendlyoptions,providing promotions onsustainable products,and reducingexcess packaging.55.1%of respondents wantretailers to take moreaction to remove excesspackaging from their ownproducts.Post answerI

44、nteractive poll not supportedView online versionClick here or press enter for the accessibility optimised versionSustainable PrioritiesUnderstanding the eco-consumers compassConsumers are increasingly seekingsustainable options,but they oftenstruggle to make informed decisionsdue to a lack of expert

45、ise andunderstanding of sustainabilityconcepts.How do we know this?Itsloud and clear in the answers peoplehave given us this year,and in yearspast.Brands have an opportunity toeducate consumers and provideclear,accessible information abouttheir sustainable offerings.This isparticularly important as

46、consumersaggressively trade out of brands toprivate label in some markets,particularly in Europe,and asconsumers tell us they think brandsare using eco claims as a marketingtool in what amounts to“greenwashing”.The bottom line for people is thatrecyclable packaging is table stakes,with 23.3%frequent

47、ly choosingproducts with 100%recyclablepackaging.Following this,concernsabout ingredients intersect withabout ingredients intersect withsustainability,as people prioritisenatural ingredients(23.2%)andlocally sourced ingredients(23.4%).Animal welfare is also important,with 21.2%of people frequentlych

48、oosing products that promotebetter farming practices,such asfree-range options.Brands have anopportunity to educateconsumers and provideclear,accessibleinformation about theirsustainable offerings.Brands should also be leveraginglocal credentials to provide furtherappeal to eco-conscious consumers.E

49、xamples come in France and Spain,where brands have aligned with Eco-Actives by successfully used localcredentials to demonstrate qualityand better conditions for people andanimals.Local ownership is also afactor,with 23.3%of consumersfrequently choosing products fromfrequently choosing products from

50、locally owned companies.Payson Breton in France is providingproducts with an emphasis on thebrands origin,cooperative structureand recyclable packs.La Fageda inSpain shows how it is working withindividuals who are at risk of socialexclusion and emphasises how itprovides a safe workingenvironment and

51、 skills development.However,consumers often struggleto understand complexsustainability concepts.Forexample,carbon neutrality is rarelychosen as a priority,with only 8%of consumers frequently choosingcarbon-neutral products.This maybe due to a lack of understandingof what carbon neutrality means(24%

52、)or lack of availability(27%).Europeans and NorthAmericans were most keen to buycarbon neutral products ifavailable.The most wanted ifavailable.The most wanted ifavailable in Asia were productsfrom companies that promotebiodiversity,whereas in the MiddleEast and Africa region,peoplewanted donations

53、to charity.InLatin America,they were seekingmore fully organic products.The bottom line for peopleis that recyclablepackaging is table stakes,with 23.3%frequentlychoosing products with100%recyclablepackaging.Post answerInteractive poll not supportedView online versionPlant-based products have an imp

54、ortant role to play in helping usreduce the carbon emissions that come from the meat industry andmany manufacturers have invested in the market.We have alsoseen more challenges to the sector with Beyond Meat,a leadingplant-based brand,seeing its market value drop in August to$981million from over$10

55、 billion in 2019.Has the backlash begun?On a global basis,24%of people say they would never buy meat ordairy alternatives.In some markets,the numbers are much higherand,on the rise since last year.In Great Britain it is 41%(38%in2022).In the United States,it is 37%(33%in 2022).This is due totaste no

56、t meeting expectations,high prices compared to freshmeat,and concerns about the level of processing involved.Sales aresoftening along with the change in mindset in some markets,but itis not a consistent picture and,perhaps,not as dire as some newoutlets have claimed.In France,animal protein alternat

57、ives(including food and beverage)are showing 56.9%penetration(+0.1 vs.year ago)whilein Spain meat alternatives are at 16.7%(-0.1%).The UK saw meat-free as a whole drop to 46.4%penetration from 50.4%a year agoand back to 2019 levels as retailers reduce their ranges.MeatAlternatives and Vegan was the

58、area where we saw under 35swanting more than the oldest group.Click here or press enter for the accessibility optimised versionWaste not,want notThe art of planet-friendly livingReducing waste is a priority formany consumers,as it aligns withboth economic and environmentalgoals.A significant 68%of p

59、eopleidentify as individuals who seek toavoid waste in all areas of their life.This sentiment is even strongeramong Eco-Actives,with 90%agreeing with this statement.90%of Eco-Actives identifyas individuals who seek toavoid waste in all areas oftheir life.Food waste is a top concern for25%of people,a

60、nd its an areawhere economic and sustainabilityincentives strongly overlap.Consumers are taking variousactions to minimise food waste,including being careful to storefoods correctly to maximise theirlifespan(80%),trying to makemeals with leftover ingredients intheir fridge(70%),planning mealsin adva

61、nce to only buy what theyin advance to only buy what theyneed(64%),making shopping lists(62%),and finding alternative usesfor foods that might otherwise gobad(55%).Waste reduction is particularlyimportant in North America,where10%of US consumers and 12%ofCanadians cite food waste as theirtop environ

62、mental concern.TheFood and Drug Administrationestimates that 30-40%of the foodsupply is wasted in the US.Water watchingClearly,retailers and brands have arole to play in helping consumersreduce waste.And its not thattheyre not acting,but our surveysuggests there is more to be done.Water waste is ano

63、ther big areawhere,by providing information,tools,and incentives,brands andretailers can support consumers intheir efforts to minimise waste andtheir efforts to minimise waste andmake more sustainable choices.Forexample,Colgate has spentmillions on consumer advertising topromote turning off the tap

64、whilebrushing our teeth,resulting in areportedly high percentage ofpeople adopting this habit.However,there is still room forimprovement.Only half of thepeople surveyed use the eco settingon their washing machines ordishwashers.It is likely that peopleare not convinced that these do asgood a job of

65、cleaning,or simplygo with the default on theirmachine.Changing these settingsto default at a manufacturer levelwould be an example of a nudgethat could change behaviour.We know sustainability is not apassing trend.The rise of Eco-Actives and the consistent concernfor the environment demonstratethat

66、consumers are increasinglythat consumers are increasinglyprioritising sustainability in theirpurchasing decisions.Brands thatinvest in sustainable practices,transparent communication,andconsumer education will be betterpositioned to build trust and loyaltyamong eco-conscious buyers.Sustainability is

67、 not apassing trend.The rise ofEco-Actives demonstratesthat consumers areincreasingly prioritisingsustainability in theirpurchasing decisions.Post answerInteractive poll not supportedView online versionIn Kenya,the governmentsinitiatives appear to have shiftedbehaviour towards environmentalsustainab

68、ility.With the 2017 ban on plastic bags,Kenya put a stake in the ground,and the population has responded.Our survey reveals that 85%ofKenyans have adapted to usingpersonal bags,and 78%now preferfabric or paper for fruits andvegetables.These changes come asKenyans cut back on other plasticsand,at the

69、 same time,find ways tocreatively repurpose plastic bottlesfor domestic and industrialapplications.The manufacturing sector in Kenyahas displayed ingenuity in recyclingsingle-use plastic bottles.Items onceseen as disposable are nowtransformed into brushes,brooms,clotheslines,pegs,and drinkingstraws.

70、The Kenya Association ofManufacturers(KAM),in unison withretailers,established Petco Kenya inretailers,established Petco Kenya in2018,launching a circular recyclingvalue chain that has broughtproducers,retailers,and consumersunder one sustainable umbrella.Importantly,participation in thisinnovative

71、movement isnt limited tolarge corporations(though manyinternational manufacturers areinvolved).Smaller enterprises andindividual innovators are leaving theirmark,contributing to anenvironment where recycling isincreasingly a collectiveresponsibility.One example of theshift taking place comes fromGje

72、nge Makers,founded by NzambiMatee.Her creation of affordableand sustainable building materialsfrom recycled plastic waste earnedher the prestigious Young Championsof the Earth 2020 award by the UNEnvironment Programme(UNEP).South Korea is at the forefront ofenvironmental consciousness inAsia,boastin

73、g the highestpercentage of Eco-Actives at24.9%.Since 1995,the nation hasoperated an extensive volume-based household recycling system.Individuals sort their rubbish byplastic type,a practice that is notjust widespread but strictlyenforced.This system hascultivated a culture whereindividuals exhibit

74、heightenedawareness and accountability fortheir waste.The topic of zero waste isnt just aconcept but a lively and commonconversation in South Korea.Butthe countrys commitment tosustainability goes beyond mereconversation;its reflected inconsumer behaviour.South Koreadistinguishes itself with animpre

75、ssive 81%of consumersopting for refill packs,far outpacingthe global average of 52%.This isalso driven by the fact they can bealso driven by the fact they can beeasily found in stores in manycategories and there is a cleareconomic incentive to do so,especially as inflation rises.More than just a tre

76、nd,sustainability forms an integral partof the South Korean identity.Consumers are vigilant and action-driven,with 66.2%ceasing topurchase goods and services frombrands that dont align with theirenvironmental values.This gives aclear strategic direction for brands:they can deepen their connectionwit

77、h discerning South Koreanconsumers by offering innovativesustainable solutions and displayingan unwavering commitment toenvironmental stewardship.Click here or press enter for the accessibility optimised versionEco Realities in 2023Recommendationsand how we can help you1.Engagement is driven by medi

78、aand personal conversations,but atop down approach drives fasterchange as even small changes bygovernments have a halo effect inmaking people more aware of theiractions.2.The desire to have better productsand make less of an impact andreduce waste is there,but its not aprimary driver of choice on a

79、day-by-day basis for most people,sobrands should be seeing investmentin sustainability as an investment ingaining trust,denoting quality,health and taste.3.Eco-Actives consistently over tradeon eco products with brands withnon-plastic packaging,localcredentials,natural ingredientsperforming best.4.A

80、ctions to reduce plastic waste arenot confined to the rich and norshould your strategy.Innovate withvalue in mind.5.No increase in those who want toavoid plastic bottles,possibly dueto changes in communication andon-shelf offerings suggesting aclear strategy can protect categoryvolumes.Eco Realities

81、 in 2023Our OfferCountry Level reportsGet an in-depth summary on the attitudes and marketing sizing ofyour country overall and by eco-segment.Category diveSize the opportunity in your category and for your brand byunderstanding what the Eco-segments are purchasing.Global brand scorecardUnderstand yo

82、ur over and under trades for your brand by country inone view.Audience targetingPush our eco segments into your platforms for your TV,CRM anddigital activations.Click here or press enter for the accessibility optimised versionFood for thoughtExplore our publicationsand discover our offer to find out

83、how do we help brands growWho Cares?Who Does?Benefits and PurchaseWho Cares?Who Does?2022 reportFood for ThoughtBrand Footprint 2023,watch the webinarDesigning for a wastefree future2023,bookletOmnichannel 2023Inflated expectations theFMCG mirage unmaskedOmnichannel Latam,2023English|SpanishUKs cost

84、-of-living crisis2023Europanels FMCGBarometerClick here or press enter for the accessibility optimised versionFor more information,including local marketor category-specific data,please contactNatalie BabbageNatalie.BGlobal LinkQ DirectorWorldpanel Division|KantarCookies 1 2 Terms 1 2 Privacy 1 2 P O W E R E D B Y