Insight of the Week: Social Media Is More Likely to Influence Consumers in Emerging Markets to Live Sustainably

Consumers in the African, Middle Eastern, and Latin American markets surveyed are significantly more likely than those in Europe and North America to say that social media influences them to become more environmentally friendly. Looking at age groups, the younger people are, the more likely they are to claim that social media influences their behavior in this area.  

Note for country list: Africa / Middle East markets include Egypt, Kenya, Nigeria, Saudi Arabia, and South Africa; Latin America markets include Argentina, Brazil, Colombia, Mexico, and Peru; Asia-Pacific markets include Australia, China, Hong Kong, India, Indonesia, Japan, Singapore, South Korea, Thailand, and Vietnam; Europe markets include France, Germany, Italy, Netherlands, Portugal, Spain, Sweden, Turkey, and UK; North America markets include Canada and USA.

Source: GlobeScan Healthy & Sustainable Living report (survey of 29,293 people in the general public in June ‒ July 2022)​