GlobeScan is once again joining forces with a range of committed partners – Akatu Institute, NYU Stern Center for Sustainable Business, CVS Health, IKEA, Levi Strauss & Co., PepsiCo, Reckitt, Visa, and WWF International – to conduct our annual Healthy & Sustainable Living global consumer research study.
Building on the insights from the 2019 and 2020 studies, this year’s research across 30 markets will help identify opportunities to close the gap between peoples’ desire to live more sustainably and to what extent brands and civil society can help them to do so.
Key insights from 2020 include:
- Healthy and sustainable living must be affordable. The number one action that people want companies and brands to take to enable healthier and more sustainable living is to make more affordable products and services that are better for both people and the environment.
- People are unlikely to embrace change if they think it is difficult. When trying to be healthier and more sustainable, the easier something is perceived to be, the more interested people are in changing that behavior.
- Younger generations are far more interested in changing their behaviors and are more commonly subjected to social pressure to do so.
Over the past year, the COVID-19 pandemic has disrupted the lives of people across the globe. Our daily habits have changed dramatically in a very short time, but it is unknown whether new behavioral patterns will persist in the longer term.
Approximately 30,000 people across 30 markets will be surveyed in May 2021 to explore consumer motivations, needs, and expectations as well as opportunities for influential organizations to support healthier and more sustainable living. Initial results will be released globally in September 2021.
Helio Mattar, President and CEO at Akatu Institute said: “Many of the characteristics of the future consumer have become a reality much sooner due to the pandemic. It is wonderful for Akatu to be a partner in identifying the attributes of sustainability in companies, products, and brands that are valued by consumers as well as learning about the triggers and obstacles for the consumer to live a healthy and sustainable life. Those elements are absolutely crucial for companies who want to define their purpose, objectives and strategies in ways that are no longer nice to have but are necessities that our study will help identify as opportunities.”
Randi Kronthal-Sacco, Senior Scholar at the NYU Stern Center for Sustainable Business said: “We, at the NYU Stern Center for Sustainable Business, have seen an uptick in the purchases of sustainable fast-moving consumer goods, even during the pandemic. We are delighted to partner in this study to better understand the motivations behind this dynamic to help business and civil society drive additional change.”
Eileen Howard Boone, Senior Vice President of Corporate Social Responsibility and Philanthropy and Chief Sustainability Officer of CVS Health said: “We know from our own research that our customers, colleagues, and business partners share our commitment to sustainability and understand the connection to health. This work with GlobeScan and other partners is critical to helping us learn more about people’s evolving needs and interests in this area and to help us accelerate our work across our key CSR priorities.”
Chris Coulter, CEO at GlobeScan said: “Engaging consumers and citizens worldwide on healthy and sustainable living is hugely important to help create the future we all want. I am delighted to have such a wonderful and growing set of partners for this third annual study which is very inspiring. It is my hope that together we will make an even greater contribution to this critical topic.”
Lena Pripp-Kovac, Chief Sustainability Officer at Inter IKEA Group said: “We want to understand what people value the most as societies are slowly opening up after more than one year of lockdowns and physical distance. It’s important for us to keep listening to the needs and dreams of the many people so that we can better support with more sustainable and affordable solutions.
Jeffrey Hogue, Chief Sustainability Officer at Levi Strauss & Co. said: “Post-pandemic, it is clear that consumer intent and behavior are beginning to accelerate toward more sustainable consumption patterns and increased acceptance of alternative business models like rental and recommerce. For Levi Strauss & Co. and the industry at large, it will become increasingly important to follow and respond to the evolution in consumer trends and behaviors in this space.”
Jim Andrew, Chief Sustainability Officer at PepsiCo said: “PepsiCo knows that consumers value brands and products that are better for them and also better for the planet. We are partnering on this global study to be able to identify and understand additional opportunities to engage consumers as we work to build a more sustainable food system.”
Miguel Veiga-Pestana, SVP Corporate Affairs & Sustainability at Reckitt said: “Listening to and engaging with consumers around the world is essential if we are to meet the challenges society faces for a more sustainable future and to deliver on the SDGs. I’m proud to be part of this study and know the insights it brings will help us enable a cleaner, healthier world.”
Douglas Sabo, Chief Sustainability Officer at Visa Inc. said: “Visa is committed to inspiring and empowering the sustainable living movement for everyone, everywhere. As the world goes increasingly digital, the power of insights identified through the GlobeScan study will help inform our efforts – together with those of our clients and partners – as to what’s needed to make progress during this transition to sustainable living and a low-carbon economy.”
Cristianne Close, Global Leader Markets Practice at WWF said: “COVID-19 is our wake-up call. The risk of future pandemics will only increase unless we fix our broken relationship with nature. To build back better, we must finally recognize that our well-being and prosperity depend on nature and healthy natural systems. That’s why WWF is pleased to support GlobeScan’s Healthy & Sustainable Living research once more. It will enable business and civil society to help consumers make better choices for people and planet. Together, we can shape a fairer, greener world.”
Survey sampling and data collection will be achieved using best-in-class online consumer panels in each of the 30 markets and optimized to represent consumers per the latest census data for those aged 18 years and up. The study will also pay close attention to the views of young adults to better understand the shifting needs and opportunities of Generation Z.
Participating markets include Argentina, Australia, Brazil, Canada, China, Colombia, France, Germany, Hong Kong SAR, India, Indonesia, Italy, Japan, Kenya, Mexico, Nigeria, Peru, Portugal, Russia, Saudi Arabia, Singapore, South Africa, South Korea, Spain, Sweden, Turkey, Thailand, the UK, the USA, and Vietnam.