Five Consumer Insights to Activate Healthy and Sustainable Living in Asia-Pacific

Enabling consumers to live more healthy and sustainable lives is not only crucial for our collective future, but also an enormous opportunity for brands to build more trust, loyalty, and engagement with consumers.

The Healthy & Sustainable Living global consumer insights research program was launched in 2019 to help companies better understand, engage, and mobilize consumers in this exciting yet challenging area of consumer engagement in sustainability.

The 2021 study is the largest yet including over 30,000 interviews across 31 markets. It tracks a number of findings over time to understand shifting trends and explores new topics to keep up with the evolving agenda. This report captures key highlights of the Asia-Pacific (APAC) region from 10 markets.

Asia Pacific’s consumers will be at the forefront of global consumption growth in the coming decade.

Consumers from APAC are expected to account for half of global consumption growth in the next decade, offering a US$10 trillion consumption growth opportunity. Meanwhile, they are also more conscious than before of sustainability topics and are finding ways to incorporate sustainable behaviors and habits into their daily lives. Businesses that can capture APAC’s sustainable consumption boom will gain a competitive advantage in the market.

In a new report, we explore five key insights on sustainable consumption trends of APAC consumers:

  • There is a wide gap between how much APAC consumers desire a healthy & sustainable lifestyle and their actual behavior.
  • APAC consumers are expected to spend a larger proportion of their money on brands or products that are socially and environmentally responsible.
  • A healthy and sustainable lifestyle is still too expensive for APAC consumers despite a greater willingness to pay more for responsible products or brands.
  • Products that are long-lasting, use fewer resources, and use recycled/ recyclable packaging are the most helpful actions from companies to help support APAC consumers’ healthy & sustainable lifestyles.
  • APAC consumers value companies and brands that are transparent about their products’ impact and how they manage their supply chain.

The research was designed with and supported by a set of committed partners: Akatu Institute, CVS Health, IKEA, Levi Strauss & Co., NYU Stern Center for Sustainable Business, PepsiCo, Reckitt, Visa, and WWF International.