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1、SPECIAL REPORTCreating Value Through Sustainability:Understanding Evolving Consumer Choices Across Customer and Product SegmentsGlobal Consumer Sustainability Survey 2024 SPECIAL REPORT1.Global Consumer Sustainability Survey 2024 32.Key takeaways 43.Consumer sentiment is clear 54.Consumers are incre

2、asingly putting sustainability concern into action 85.Sustainability influences purchasing decisions across consumer product categories 116.Consumers are actively switching brands or products due to sustainability concerns 137.Willingness to pay a premium for sustainability has generally increased 1

3、48.Sustainability attributes are not equal across the consumer landscape 189.Consumers primarily learn about the sustainability of a product or brand through packaging and labelling 20Contents2 Global Consumer Sustainability Survey 2024SPECIAL REPORTGlobal Consumer Sustainability Survey 2024L.E.K.Co

4、nsultings latest survey of consumer attitudes and behaviours shines a clear spotlight on the growing mainstream importance of sustainability.At the same time,our findings show that,while consumer sentiment around sustainability is clear,the degree to which consumers are willing to act or spend more

5、varies.The evidence weve gathered points to a real opportunity for companies and brands to drive value creation through pursuing sustainability,but doing so requires a strong understanding of their target customer segments,as well as category and region-specific preferences.About the survey The Glob

6、al Consumer Sustainability Survey 2024 repeats and builds on the research conducted by L.E.K.Consulting in 2022,looking in detail at how consumer attitudes and behaviours have developed in a period of evolving sustainability trends.With the survey now expanded to 10 geographies,*this report highligh

7、ts geographical differences in sustainability perspectives and behaviours,along with insights into consumers willingness to pay a premium for sustainability across categories.*The 10 geographies covered in 2024 are Australia,Brazil,China,France,Germany,India,Japan,Spain,UK and US.The 2022 survey cov

8、ered Australia,UK and US.A total of 5,000 people were surveyed with 500 in each country.3 Global Consumer Sustainability Survey 2024SPECIAL REPORTKey takeaways1.Consumer sentiment is clear,with sustainability concerns increasing since 2019 and most consumers across geographies saying that sustainabi

9、lity is important to them with environmental considerations prioritised over social themes.2.Consumers are increasingly putting sustainability concerns into action though they are most likely to participate in activities such as household recycling that are easy and convenient,as well as those where

10、 sustainability makes good economic sense such as reducing home energy consumption.3.Sustainability influences purchasing decisions across consumer product categories though in general it is secondary to quality and price.It is a relatively more important purchase criterion amongst younger age group

11、s.4.Consumers across demographic groups are switching brands or products due to sustainability concerns though not consistently across all categories,and typically on a selective basis in any given category.5.Willingness to pay a premium for sustainability has generally increased though premiums are

12、 typically moderate.Its no surprise that in the current macroenvironment,pressures on disposable income have impacted some household wallets and somewhat dampened willingness to pay for sustainable alternatives.6.Not all sustainability considerations are equal across the consumer landscape,with nota

13、ble differences in preferences by geography and customer segment.It is vital that brands understand how their target customers think about sustainability and align their sustainability positioning and proposition accordingly.7.Consumers primarily learn about the sustainability of a product or brand

14、through packaging and labelling.This makes it particularly imperative that companies communicate their sustainability positioning and credentials through product labels as well as related packaging and design choices.4 Global Consumer Sustainability Survey 2024SPECIAL REPORTAcross geographies,the va

15、st majority of consumers in our survey cite sustainability as an important issue,with an average of 93%saying that sustainability is at least somewhat important to them.This reflects a steady increase from 86%to 92%over the past five years amongst consumers in the US,UK and Australia,based on our pr

16、evious findings in those markets(see Figure 1).The results also confirm that when consumers define sustainability,they tend to focus on environmental themes over and above social and governance(see Figure 2).Globally,consumers rank the key environmental themes of the UN Sustainable Development Goals

17、 sustainable industries and manufacturing,responsible consumption and production and affordable and clean energy as their top three sustainability themes.Consumer sentiment is clearFigure 1The extent to which sustainability resonates in personal values*Survey question:Thinking about your attitude to

18、wards sustainability,to what extent does sustainability resonate in your life and personal values?2019 data was sourced from 2022 survey with question about how respondents felt 2-3 years ago.(December 2021,February 2024)Source:L.E.K.Global Consumer Sustainability Survey 2024 and 2022Total2019*2024P

19、ercentage of respondents Sustainability is somewhat important to meSustainability is important/a core value/an integral part of my life0%40%20%60%100%80%Percentage of respondents 0%40%20%60%100%80%Global(2024)United States,United Kingdom,Australia(2019,2024)2024 N=5,0002019 N=2,726 2024 N=1,50067%26

20、%50%35%62%30%93%86%92%+6 ppt5 Global Consumer Sustainability Survey 2024While this same prioritisation of environmental aspects is evident across age groups,younger age groups are slightly more likely to associate social and governance themes with sustainability than older generations do.SPECIAL REP

21、ORTFigure 2How consumers define sustainability(global)*Survey question:To what extent do you believe each of the following aspects describe the term sustainability?(February 2024)Notes:Categories based on the UN Sustainable Development Goals;ppt=percentage pointsSource:L.E.K.Global Consumer Sustaina

22、bility Survey 2024Percentage of respondents 1-4 Does not describe sustainability wellYounger cohorts are 3.5ppt more likely to associate social themes with sustainability than older generationsAcross geographies,governance is ranked as one of the three least important criteria Above averageBelow ave

23、rage5-7 Describes sustainability well0%40%20%60%100%80%Environmental aspectsBy age groupPercentage of respondents who rated aspect 5 or greater(scale of 1-7)GovernanceSocial aspectsN=5,00055%53%58%72%76%79%82%83%86%86%86%Sustainable industries and manufacturingResponsible consumptionAffordable&clean

24、 energyBiodiversity in oceans&landClimate actionSustainable cities&communitiesGood health&well-being,access to clean water&sanitationZero hungerProductive employment&economic growthSocial justicePeace,justice and strong institutions/Gen Z&millennials(18-39)Gen X&boomers(40+)86.6%85.6%85.5%86.2%86.4%

25、84.7%84.2%82.4%83.2%80.8%80.7%76.8%76.9%75.2%72.9%70.6%60.1%55.7%55.8%50.8%58.1%53.2%6 Global Consumer Sustainability Survey 2024SPECIAL REPORTGeography makes a difference too.While the emphasis on environmental factors remains consistent by geography overall,certain themes resonate more strongly in

26、 some geographies than others often influenced by local factors such as regulation,media coverage and general public awareness.For example,biodiversity in oceans&land is elevated to one of the top three sustainability themes in Western Europe(e.g.France,Germany,Spain)where EU-wide biodiversity targe

27、ts are relatively high profile,while climate action figures strongly in Asia(e.g.China,Japan,India),a region that is home to some of the biggest carbon emitters worldwide(see Figure 3).Figure 3Sustainability themes by country/region*Survey question:To what extent do you believe each of the following

28、 aspects describe the term sustainability?(February 2024);order is indicative of percentage of consumers saying the terms describe sustainability very well(5-7 on a scale of 1-7)Source:L.E.K.Consumer Sustainability Survey 2024Most common answerSecond most common answerBiodiversity is elevated to one

29、 of the top three sustainability themes in Western European countries(e.g.France,Germany,Spain)which are subject to EU-wide biodiversity targets.Asia includes some of the top carbon emitters globally and therefore has increased awareness of the need for decarbonisation.AsiaN=1,500AustraliaN=500Weste

30、rn EuropeN=1,500United KingdomN=500BrazilN=500United StatesN=500Sustainable industries and manufacturingSustainable industries and manufacturingSustainable industries and manufacturingSustainable industries and manufacturingSustainable industries and manufacturingResponsible consumptionResponsible c

31、onsumptionResponsible consumptionResponsible consumptionResponsible consumptionAffordable and clean energyAffordable and clean energyAffordable and clean energyAffordable and clean energyAffordable and clean energyAffordable and clean energyBiodiversity in oceans and landClimate actionThird most com

32、mon answer7 Global Consumer Sustainability Survey 2024SPECIAL REPORTOur survey shows that consumers across age groups and geographies have made meaningful switches to support sustainability,increasingly converting their sustainability concerns into actions.The average participation rate for sustaina

33、bility-related activities amongst consumers in Australia,the US and the UK has increased from 56%to 61%since our last survey in 2022(see Figure 4).However,people engage differently with various activities.When looking at everyday behaviours,travelling and shopping habits,we notice that the ones whic

34、h are simpler,more convenient and cost-effective are the most popular(see Figure 5).Consumers are increasingly putting sustainability concern into actionFigure 4The percentage of consumer engaging in sustainability activities by country*Survey question:To what extent have you considered engaging in

35、the following activities?(February 2024)Source:L.E.K.Global Consumer Sustainability Survey 202420222024202220242022202420222024Percentage of respondents 0%40%20%60%100%80%United States(2022 N=888,2024 N=500)United Kingdom(2022 N=939,2024 N=500)Australia(2022 N=899,2024 N=500)Overall(2022 N=2,726,202

36、4 N=1,500)+5 ppt+4 ppt+5 ppt+7 ppt55%62%57%62%56%60%56%61%8 Global Consumer Sustainability Survey 2024SPECIAL REPORT*Survey question:To what extent have you considered engaging in the following activities?1-Considered/2-Considered but have never done this/3-Have done this activity at least once befo

37、re(February 2024)Source:L.E.K.Global Consumer Sustainability Survey 2024 Figure 5The percentage of consumers considering engaging in sustainability activities across categories(global)*Percentage of respondents 0%40%20%60%100%80%Average participation:73%Everyday behavioursShoppingbehavioursTransport

38、ationbehavioursParticipation varies by age,with younger generations more likely to buy refurbished devices and rent or buy second-hand apparel or footwear,which may indicate future growth in these activities as these younger cohorts age 59%53%Reduce home energyRecyclingSelect paperless optionsAvoid

39、single-use plasticReduce meat dairy consumptionMore sustainable transportReduce air travelMaximise product lifespanConsume organic/local foodShop local,minority-owner businessesAvoid specific ingredientsSustainable shipping/deliveryBuy second hand home goodsBuy refurbished devicesRent or buy second-

40、hand apparelPurchase carbon offsets85%81%78%76%45%70%48%77%68%62%57%55%50%45%42%22%Everyday behaviours:Everyday activities such as recycling and reducing home energy enjoy the greatest uptake,with an average of 73%of consumers participating across activities.Across these everyday behaviours,we found

41、 that consumers are most likely to engage in activities where there are lower perceived trade-offs.Budget makes a difference home energy changes are often driven by cost savings and availability and convenience can also be key barriers to adoption,with local regulation and infrastructure driving dif

42、ferences in participation across geographies.For example,recycling sits in the top three categories for participation across countries,excluding China and India ranked 7th and 8th respectively where local recycling infrastructure is less well developed.Similarly,avoidance of single-use plastics is m

43、uch higher in countries such as the UK where there are certain plastics 9 Global Consumer Sustainability Survey 2024SPECIAL REPORTbans,but lower in the US where there are some state-specific restrictions but no federal regulation.As regulation develops in these countries,increased participation will

44、 likely follow.Transportation behaviours:On average,59%of consumers are making more sustainable choices around travel,with the use of more sustainable transport,such as walking or using public transport,growing to around 70%since 2022.However,more people think that choosing these green travel option

45、s means giving up things like low cost,convenience and comfort,with 69%feeling this way about transport,compared with 56%for other daily choices.Shopping behaviours:An average of 53%of consumers are engaging in sustainable shopping behaviours such as shopping locally and buying refurbished products,

46、which lags average participation in sustainable everyday and transportation behaviours.Participation varies by age,with younger generations more likely to buy refurbished devices and rent or buy second-hand apparel or footwear,suggesting these trends might grow as these cohorts get older.Again,trade

47、-offs with factors such as convenience and availability heavily influence consumer adoption.For example,in the US more people buy or rent second-hand clothes,where there are a greater variety of options and more developed business models as compared to other countries.In contrast,countries like Chin

48、a,India,France and Spain are behind in this trend,mainly because its not as convenient or available.This suggests that as supply improves in other areas,adoption rates could increase.Additionally,product quality is a barrier to adoption of some sustainable activities,with about 35%of consumers feeli

49、ng that choosing sustainable options,such as buying second-hand home goods and clothing,means compromising on quality.“Our latest survey has mixed but unsurprising results that show that sustainability is far from a blanket term,and the onus is on brands to make sure they focus on what customers car

50、e about the most.”Kathryn Robertson Arrebola,Manager10 Global Consumer Sustainability Survey 2024SPECIAL REPORTSustainability influences purchasing decisions across consumer product categoriesAs consumers put sustainability concern into action,sustainability is increasingly becoming part of their pu

51、rchasing decisions.Globally,and across categories from beauty to apparel,furniture,small appliances and beyond 40%-50%of survey respondents viewed sustainability as an important differentiating criterion.This places sustainability in line with other key considerations such as company brand,product a

52、vailability and customer service,but of lower importance than essential criteria such as quality,price,fit and durability(see Figure 6).Figure 6The influence of sustainability on consumer decisions(global)*Overview of key purchasing criteria The influence of sustainability across product categories

53、Beauty(N=4,301)Apparel/footwear(N=4,428)Furniture/home decor(N=3,927)Small appliances(N=4,043)Quality(70%)Comfort(76%)Quality and durability(76%)Reliability(72%)Price(57%)Quality and durability(75%)Comfort(72%)Ease of use(71%)Sustainability(41%)Essential QualifyingImportant DifferentiatingHelp diffe

54、rentiate between similar products/servicesAbsolutely necessary for a product or service to meet your needsFit(64%)Dimensions/fit(67%)Warranty/guarantee(67%)Brand(37%)Price(62%)Price(63%)Price(65%)Packaging(34%)Design(54%)Look/style(62%)Product reviews(53%)Inclusivity(33%)Availability(45%)Customer se

55、rvice(51%)Customer service(52%)Product reviews(45%)Availability(48%)Size and weight(52%)Customer service(44%)Product reviews(48%)Appearance(50%)Sustainability(42%)Sustainability(46%)QualityPriceFunctionalityDesignCustomer serviceCustomisationBrand strengthSustainabilityAvailabilityCustomer feedbackA

56、vailability(50%)What the brand stands for(33%)Customisation(36%)Sustainability(47%)Brand popularity(27%)What the brand stands for(32%)Recyclability(46%)Celebrity endorsement(16%)Brand popularity(27%)Brand(43%)Apparel/footwear(N=4,428)Celebrity endorsement(17%)Celebrity endorsement(18%)Millennials ar

57、e more likely to believe that sustainability is a very important purchase criteria across products(e.g.,50%Millennials vs.44%globally)*Survey question:Generally speaking,when assessing product category,to what extent do you consider each of the following criteria in your purchase decision?(February

58、2024)Note:Figures are percentage of respondents who rank each consideration as very important(6 or 7 on a scale of 1-7)Source:L.E.K.Global Consumer Sustainability Survey 202411 Global Consumer Sustainability Survey 2024SPECIAL REPORTThe importance of sustainability when purchasing consumer goods var

59、ies by age.Millennials are more likely to believe that sustainability is very important around half of millennials believe sustainability is very important in the purchase process of beauty products,apparel,furniture and electronics,compared with 44%of consumers globally.“With consumers increasingly

60、 using sustainability as part of their product selection repertoire,its never been more important to understand how and when sustainability can make a difference to your brand.Our work in understanding audiences gives us vital insights to help businesses take advantage of an increasingly complex sus

61、tainability landscape and identify how sustainability can become a core part of their proposition and value creation strategies.”Mark Boyd-Boland,Partner12 Global Consumer Sustainability Survey 2024SPECIAL REPORTConsumers are actively switching brands or products due to sustainability concernsConsis

62、tent with the above,consumers are increasingly switching brands or products due to sustainability concerns though not consistently category by category,and typically on a selective basis in any given category.Globally,approximately half of consumers say they have switched brands or products due to s

63、ustainability,environmental concerns or ethical considerations.This is higher in younger cohorts(58%in Generation Z and 56%in millennials),indicating that sustainability is increasingly becoming an important motivator for switching and laying the foundation for this to continue as those generations

64、increasingly drive overall household spend.However,consumers appear selective in switching their category spend and are not switching in all categories to an equal extent,with 1 in 3 consumers indicating they would switch in certain product categories but not others.Pet and beauty have the highest r

65、ates of switching,with home goods the lowest.Within any given category,consumers are also not likely to switch their entire spend,with only around 7%on average indicating that they always switch brands if there is a sustainability concern(see Figure 7).*Survey question:When purchasing your standard

66、products,how often have you actively switched brands or products due to sustainability,environmental concerns or ethical considerations?(February 2024)Note:F&B=food and beverageSource:L.E.K.Global Consumer Sustainability Survey 2024 13 Global Consumer Sustainability Survey 2024Percentage of responde

67、nts Never/rarelyOccasionally/sometimesHowever,its likely that consumers are being selective in switching their category spend Always0%40%20%60%100%80%N=2,114N=2,117N=2,110N=2,113N=2,138N=2,126N=2,132N=4,985Fresh/frozen F&B Packaged/canned F&BSof goodsPersonal careBeautyHomePet foodLoaf of white slic

68、ed bread(or bag of rice)Plastic water bottleTraditional casual shoeShampooFace moisturiserTraditional sofaBag of dry pet foodWeighted averageThis percentage is higher in younger cohorts(58%Gen Z and 56%millennials occasionally,sometimes or always switch),indicating sustainability is increasingly bec

69、oming an important motivator for switching41%53%52%49%47%46%55%42%49%41%45%46%47%38%49%44%6%7%6%7%7%7%9%7%Figure 7Consumers propensity to switch products due to sustainability by category(global)*Willingness to pay a premium for sustainability has generally increased Globally,across product categori

70、es,an average of 50%of consumers indicated that they definitely would or probably would pay a premium for sustainable versions of their usual products.This conviction is strongest in products that are consumed,such as pet food(54%)and fresh/frozen food and beverages(51%),or applied to the body,such

71、as beauty products(51%)(see Figure 8).The trend varies by region;for instance,beauty products lead in popularity in the US and UK but are lower ranking in China,where the clean beauty movement is still emerging.While theres a notable willingness to invest more in these sustainable options,the amount

72、 consumers are willing to pay extra is generally modest.Pet food sees the highest willingness,with 54%of consumers open to paying more,yet the additional amount theyre prepared to spend averages just 8%.SPECIAL REPORTFigure 8Consumer willingness to pay a premium for sustainable products by category*

73、Percentage of respondents Where consumers state higher likelihood of paying a premium,those premiums tend to be moderate,with average premiums for pet food at only 8%0%25%50%100%75%N=4,863N=4,731N=4,510N=4,837N=4,309N=4,103N=3,094Fresh/frozen food and beveragePackaged/canned food and beverageSof goo

74、dsPersonal careitemsBeauty productsHome categoriesPet food/treatsPercentage willing to pay morePercentage premiumAverage51%24%49%32%48%14%50%10%51%15%47%20%54%8%50%18%Definitely would notProbably would notMight or might notProbably wouldDefinitely would17%34%28%13%8%16%15%33%33%28%14%9%30%14%8%17%33

75、%29%12%9%16%35%28%13%8%14%33%31%14%8%20%34%26%13%7%*Survey questions:For each of the following categories,how likely are you to pay more for a more sustainable version of the regular products you buy?Thinking about standard/sustainable product,what price do you think is too expensive/too cheap that

76、you would not consider purchasing?(February 2024)Source:L.E.K.Global Consumer Sustainability Survey 2024 14 Global Consumer Sustainability Survey 2024Readiness to spend more on sustainability has also increased over time.Thirty per cent of consumers across categories indicated they are more likely t

77、o pay a premium for sustainability today versus three years ago(see Figure 9).Willingness to pay for sustainability has not increased universally,with cost-of-living increases proving a real barrier for some consumers to spend more on sustainability.Just under 30%of consumers have seen their disposa

78、ble income decrease in the past 12 months,and almost two-thirds say they spend less on sustainable products as a result(see Figure 10).SPECIAL REPORTFigure 9How consumer willingness to pay a premium for sustainable products by category has changed(global)*Survey question:How has your likeliness to p

79、ay a premium for a sustainable version of the regular products you buy changed compared to 3 years ago?(February 2024)Source:L.E.K.Global Consumer Sustainability Survey 2024 15 Global Consumer Sustainability Survey 2024Percentage of respondents The biggest shifs in pet food and beauty reflect growth

80、 and increased awareness of the fresh pet food and clean beauty markets in the past few years0%25%50%100%75%N=2,132N=2,138N=2,114N=2,113N=2,110N=2,126N=2,117Traditional casual shoeFace moisturizerTraditional sofaPlastic water bottleLoaf of white sliced bread(or bag of rice)Bag of dry pet foodShampoo

81、More likely to pay a premium for a sustainable version todayNo changeLess likely to pay a premiumfor a sustainable version today36%Most likely to pay a premiumLeast likely to pay a premium50%14%32%55%13%29%58%13%29%57%14%28%59%13%28%59%13%26%58%16%30%56%14%Weighted averageSPECIAL REPORTIn the face o

82、f lower disposable income,sustainable products in more essential categories such as food and beverage have proved more resilient compared with the more discretionary categories such as soft goods and home goods(see Figure 11).*Survey questions:Over the past 12 months,how has your households disposab

83、le income changed?In your estimation,what effect does having less disposable income have on your spending for sustainable products?(February 2024)Note:Refers to the percentage of respondents who chose the option I dont purchase sustainable products Source:L.E.K.Global Consumer Sustainability Survey

84、2024 Figure 10The effect of decreased disposable income on spending on sustainable products(global)*Percentage of respondents Significantly increasedModerately increasedStayed about the sameModerately decreasedSignificantly decreased0%25%50%100%75%0%25%50%100%75%N=4,500N=88BrazilUnited StatesAustral

85、iaIndiaJapanFranceGermanySpainUnited KingdomN=146N=166N=60N=113N=127N=130N=113N=142N=1,085Globally,2 in 3 consumers have decreased spend on sustainable products as a result of decrease in disposable incomeWeighted averageChange in house-holds disposable income in past 12 monthsThe impact of decrease

86、d household income on sustainable spending by country19%10%20%4%47%I am not sureSpend about the sameSpend slightly lessSpend somewhat lessSpend significantly less35%24%17%21%3%16%17%19%32%23%31%13%16%17%19%33%17%8%23%23%17%15%23%22%13%25%21%24%17%27%15%23%26%9%9%22%21%22%26%22%17%20%24%17%14%22%18%2

87、1%25%16%AmericasAsia-PacificEurope16 Global Consumer Sustainability Survey 2024SPECIAL REPORT*Survey question:How does having less disposable income change your spending for each of the products below?(February 2024)Note:Excludes those respondents who chose the option I do not buy this sustainable p

88、roductSource:L.E.K.Global Consumer Sustainability Survey 2024 Figure 11The change in spending on sustainable products with decreased disposable income(global)*Percentage of respondents 0%25%50%100%75%N=389N=384N=408N=428N=455N=354N=414N=1,282Sustainable casual shoe(e.g.natural fibres or upcycled and

89、 recycled materials)Sustainable face moisturiser(e.g.no animal testing)Sustainable sofa(materials that come from renewable or recycled sources and with minimal chemicals)Sustainable water bottle(e.g.cardboard or aluminium packaging)Sustainable loaf of white sliced bread(e.g.organic,locally sourced)B

90、ag of dry pet food(e.g.ethically sourced,recyclable packaging)Sustainable shampoo(e.g.refillable bottle,sustainably sourced ingredients)Spend significantly lessSpend slightly/somewhat lessI am not sure/spend about the sameWeighted average15%40%45%18%38%45%23%41%36%18%47%35%20%40%40%28%36%36%17%42%41

91、%20%41%40%Lowest proportion of consumers have decreased spend in food and beverage categories“Despite the nuanced findings within the survey,there is a promising thread:a substantial cohort of consumers are willing to switch brands for sustainability reasons and invest a little extra.L.E.K.can help

92、brands unlock this opportunity for creating value through sustainability-focused product strategies”Lauren DeVestern,Partner17 Global Consumer Sustainability Survey 2024SPECIAL REPORTSustainability attributes are not equal across the consumer landscape When evaluating the sustainability of a product

93、,consumers generally focus on a wide range of attributes such as the avoidance of harmful ingredients,the durability and high quality of the product,sustainable packaging,recycled materials,and sustainable resource and water usage.However,theyre less likely to consider whether the brand supports div

94、erse communities,the product is vegetarian or vegan,or the brand has environmental certifications like being a B Corp(see Figure 12).Types of sustainability criteria:Waste and RecyclingSocial criteriaMaterialsCompany goalsCriteria that are least likely to be considered include brand supports underre

95、presented groups,vegetarian/vegan/plant-based and brand/product eco-credentials(e.g.B Corp)Most importantLess importantAvoids harmful ingredients/materialsDurable or high-quality productSustainable packagingRecycled materialsSustainable resource and water usageOrganic/natural materials or ingredient

96、sNot tested on animals,or no leather/furPost-purchase options(e.g.repair,refill)Health well-being benefits for myself/communityLocally producedProduct traceability and supply chain transparencyBrand has carbon neutral status or net-zero targetEthical production(e.g.fair wages,fair trade)Brand/produc

97、t eco-credentials(e.g.B Corp)Vegetarian/vegan/plant-basedBrand supports underrepresented groups*Survey question:Generally speaking,when assessing sustainable products,to what extent do you consider the following criteria in your purchase decision?(February 2024)Note:Represents percentage of responde

98、nts who rank each consideration as very important(6 or 7 on a scale of 1-7)Source:L.E.K.Global Consumer Sustainability Survey 2024 Figure 12The sustainable attributes most valued by consumers(global)*18 Global Consumer Sustainability Survey 2024SPECIAL REPORT Figure 13The sustainable attributes most

99、 valued by consumers across geographies*The impact of decreased household income on sustainable spending by country is a top 5 consideration in Brazil and India(though not elsewhere),as these countries have seen above-average growth in the health and wellness market in recent years is a top 5 consid

100、eration in Japan only,reflecting a broader movement around ethical initiatives in this country,especially around human rights is one of top 2 considerations in Japan(which may be driven by Japans more stringent waste disposal guidelines)but is not within the top 10 considerations in Brazil,China,and

101、 France makes the top 5 sustainability considerations in Australia and France,reflecting an emphasis on local agriculture and primary industries in these countries is a top 3 consideration in all countries except the UK,which is the only market to have recycled materials ranked as a top 3 considerat

102、ion instead is a top 5 consideration only in Australia and Germany,even though animal testing for cosmetics has been banned in all surveyed countries other than the U.S.,China and JapanHealth and wellnessEthically producedPost purchase optionsLocally producedAvoids harmful ingredients/materialsNot t

103、ested in animals*Survey question:Generally speaking,when assessing sustainable products,to what extent do you consider the following criteria in your purchase decision?(February 2024)Note:Represents percentage of respondents who rank each consideration as very important(6 or 7 on a scale of 1-7)Sour

104、ce:L.E.K.Global Consumer Sustainability Survey 2024 There are differences to be found across age groups and geographies,indicating a strategic opportunity for brands to cater to specific preferences in each consumer group and market.For example,Gen Z consumers place the highest importance on sustain

105、able resource and water use,with health and well-being making it into the top five considerations.Post-purchase options is one of the top two considerations in Japan,possibly driven by Japans more stringent waste disposal guidelines,but falls outside the top 10 criteria in Brazil,China and France.Et

106、hically produced is also strongly considered in Japan,reflecting a broader movement around ethical initiatives in that country,while locally produced makes the top five sustainability attributes in Australia and France,in line with a broader focus on local farming and agriculture(see Figure 13).19 G

107、lobal Consumer Sustainability Survey 2024SPECIAL REPORTConsumers primarily learn about the sustainability of a product or brand through packaging and labelling Globally,packaging ranks as the No.1 factor that consumers use to judge the sustainability of a product.This underscores the need for compan

108、ies to clearly communicate their sustainability positioning and credentials on their product labels,alongside choices in packaging and design.Specifically,when shopping for food and beverages,a large number of consumers pay close attention to packaging,with 64%looking for sustainable packaging label

109、s,57%seeking out locally sourced labels and 50%checking for organic labels.Preferences vary by country and age group:consumers in Germany,Spain,Japan and the US as well as baby boomers in general typically seek locally sourced labels as their top priority,while younger age groups and those in develo

110、ping economies(e.g.Brazil,China,India)tend to elevate the importance of organic labels.Figure 14How consumers determine a product or companys sustainable credentials(global)*Survey question:When you are trying to determine if a product or company is sustainable,which sources of information do you pr

111、imarily rely on?(February 2024)Source:L.E.K.Global Consumer Sustainability Survey 2024 Percentage of respondents 0%20%10%30%50%40%When evaluating sustainability,consumers take cues from the product packaginglooking to trusted brands with strong sustainability credentials Product packaging(i.e.produc

112、t labels)Scientific reports and publicationsSustainability-focused websites or appsNews articles,email newslettersSocial media and blogsNon-profits and non-governmental organisationsFamily and friendsCompany websites and company annual reportsVideos/documentariesAdvertisements(e.g.online,commercials

113、,print,etc.)BooksAsk shop assistant40%33%31%30%24%23%22%21%20%17%9%8%N=5,00020 Global Consumer Sustainability Survey 2024SPECIAL REPORTHow L.E.K.can help you make sustainability part of your long-term strategy The findings of this survey reveal that evolving consumer preferences around sustainabilit

114、y create both challenges and opportunities for consumer brands.Sustainability is here to stay,with behaviours starting to catch up with consumer conviction.This is particularly evident amongst younger cohorts,who will play an increasing role in shaping consumer spend in the future.While sustainabili

115、ty still lags other purchase criteria such as price and quality,brands that carefully link the sustainability attributes of their products with high quality are most likely to position themselves for success.Given the wide set of sustainability attributes consumers now use to evaluate products,as we

116、ll as the variation in preferences across geographies,age groups and product categories,it is imperative for brands and retailers to understand what matters most to their target consumers.Companies must select appropriate sustainability attributes for those target consumers and make those attributes

117、 part of their brand essence,reinforcing that message on their product packaging and in broader brand communications.Our insights and experience are helping companies across the globe navigate complex markets,embrace changing agendas and filter out the noise to focus on what really matters.To discus

118、s the findings in more detail or to talk about your sustainability ambitions and challenges,please contact a member of the team.21 Global Consumer Sustainability Survey 2024Lauren DeVestern,Partner| Lauren DeVestern is a Managing Director and Partner in L.E.K.Consultings Boston office and a member o

119、f the Retail&Consumer Practice.A thought leader on pet industry dynamics,she leads L.E.K.s Pet practice,advising industry clients on issues ranging from growth and channel/go-to-market strategy to brand positioning,and M&A support including due diligence and portfolio value enhancement.She has publi

120、shed numerous articles in the pet care sector and frequently participates in industry events and webinars.She also has extensive experience in beauty and personal care,apparel and footwear,and health and wellness.Katie Riley,Senior Consultant|K.RKatie Riley is a Senior Consultant in L.E.K.Consulting

121、s Boston office.She has extensive experience with Consumer companies on growth strategy and transaction support and recently worked on L.E.K.s global Sustainability Center of Excellence.Prior to joining L.E.K.,Katie received an M.B.A.from the MIT Sloan School of Management.Kathryn Robertson Arrebola

122、,Manager| Kathryn is a Manager at L.E.K.and former Private Equity investor.She leads L.E.K.s global Sustainability Centre of Excellence,helping companies achieve their sustainability goals and integrate sustainability at the heart of strategy.Mark Boyd-Boland,Partner|m.boyd-Mark is a Partner in L.E.

123、K.s London office and is a member of the global Consumer practice,with a particular focus on our work in Health&Beauty and Travel&Leisure.Mark has led a number of high-profile strategy and transformation projects for large corporates and has provided buy-and sell-side support on numerous transaction

124、s.He has worked on a broad range of strategic engagements including growth and digital strategy,customer segmentation,loyalty and customer experience,and market entry.SPECIAL REPORTAbout the Authors22 Global Consumer Sustainability Survey 2024 About L.E.K.ConsultingWere L.E.K.Consulting,a global str

125、ategy consultancy working with business leaders to seize competitive advantage and amplify growth.Our insights are catalysts that reshape the trajectory of our clients businesses,uncovering opportunities and empowering them to master their moments of truth.Since 1983,our worldwide practice spanning

126、the Americas,Asia-Pacific and Europe has guided leaders across all industries,from global corporations to emerging entrepreneurial businesses and private equity investors.Looking for more?Visit .L.E.K.Consulting is a registered trademark of L.E.K.Consulting LLC.All other products and brands mentioned in this document are properties of their respective owners.2024 L.E.K.Consulting LLC