New consumer data from GlobeScan reveal that consumers’ aspirations for healthy and sustainable lifestyles are highly and increasingly interconnected. Over four in ten consumers globally now say they want to make major changes to how they live from both a health and environmental perspective compared to 39 percent in 2021.
In contrast, very few people (8%) say they are only very interested in leading more sustainable lifestyles but have no strong desire for healthier living also, suggesting a strong interest in sustainable living is rarely disconnected from a strong interest in healthy living.
Consumers in the segment expressing a very strong interest in becoming healthier and more sustainable tend to be slightly more likely than average to be female, younger, have higher incomes, and live with children under 18. These characteristics contrast with the segment expressing less interest in healthy and sustainable living (32% in 2023), which tends to be slightly older, male, less likely to live with children under 18, and less urban.
These results present a formidable opportunity for brands and organizations to better connect and engage with consumers if they do so at the nexus of health and sustainability.
Read more in our report Consumers Will Not Save the World: Why Now Is the Time for a Reset.
Survey Question: How much would you like to change your lifestyle to be more…? – Healthy, improving my physical and mental health and wellbeing – Environmentally friendly, reducing my impact on the environment and the climate.
Data in the chart include Argentina, Australia, Brazil, Canada, China, Colombia, Egypt, France, Germany, Hong Kong, India, Indonesia, Italy, Japan, Kenya, Mexico, Netherlands, Nigeria, Peru, Portugal, Saudi Arabia, Singapore, South Africa, South Korea, Spain, Sweden, Thailand, Turkey, UK, USA, and Vietnam.
Source: GlobeScan Healthy & Sustainable Living Report (survey of 29,565 people in the general public in July ‒ August 2023)