Our latest Healthy & Sustainable Living research has provided the opportunity to segment consumers based on their global sustainability attitudes. This segmentation reveals two key, highly distinct segments of sustainable living, each requiring tailored engagement strategies:
- Enthusiasts (23%): of the global consumer population surveyed): These consumers actively seek to engage with sustainable living by choosing better, more sustainable products and practices. Motivated by the desire to positively impact the environment, they are also open to innovation in sustainability.
- Minimalists (22%): These consumers focus on reducing their environmental footprint and consumption, often prioritizing cost savings. They are driven by practicality and the desire to make small, impactful changes without stretching their budgets.
Additionally, there are two groups of more inactive consumers:
- Anxious Inactives (28%): Consumers who are concerned about sustainability but feel overwhelmed or unsure of how to act.
- Indifferents (27%): Consumers with little to no concern about sustainability, making them harder to engage.
WHAT DOES THIS MEAN?
This segmentation highlights the need to move beyond one-size-fits-all messaging when addressing sustainable living. By identifying and understanding these distinct consumer groups, brands can create highly targeted strategies that resonate with specific needs, motivations, and barriers. Starting with the most active segments:
- For Minimalists, messaging should emphasize cost-effective solutions that allow them to reduce their environmental impact without compromising their financial goals. Highlighting practical, affordable ways to make a difference will resonate with this group.
- For Enthusiasts, the focus should be on the excitement of innovation and the enhanced experiences offered by sustainable products and services. Emphasizing the uniqueness and future-forward nature of these offerings can spark their interest.
This analysis is based on a representative online survey of over 30,000 consumers across 31 markets. Read more about this segmentation, including how to also engage the Anxious Inactives and the Indifferents, in our new report: The Road to 2025: Five Key Insights to Help Navigate the Shifting Consumer Landscape.
Source: GlobeScan Healthy & Sustainable Living Report (survey of 30,216 people in the general public in July ‒ August 2024)
