Happy New Year! As we begin 2025, let us celebrate a bright and inspiring trend: consumers are embracing healthy and sustainable living with enthusiasm.
GlobeScan’s latest Healthy & Sustainable Living research reveals that people across all markets and demographics view these lifestyles not as sacrifices but as sources of joy and fulfillment. Healthy and sustainable living is seen as an integral part of living well, rather than a compromise.
WHAT DOES THIS MEAN?
At a time when brands are facing a sustainability recession, there is much to gain by focusing on the positive aspects of healthy and sustainable living. Instead of retreating, brands can engage consumers with positive, benefits-focused narratives. By emphasizing the functional, emotional, and social rewards of a healthy and sustainable lifestyle, brands can not only attract consumers but also build lasting loyalty. These lifestyles are seen as sources of joy and well-being, allowing brands to connect with their audiences on a deeper, more meaningful level.
This analysis is based on a representative online survey of over 30,000 consumers across 31 markets. Discover how to connect with consumers and drive positive change in 2025 with our new report: The Road to 2025: Five Key Insights to Help Navigate the Shifting Consumer Landscape.
Survey Question: Which of the following is closest to your opinion? – Living a healthy / environmentally friendly lifestyle means depriving yourself of the good things in life – Living a healthy / environmentally friendly lifestyle means enjoying the good things in life
Source: GlobeScan Healthy & Sustainable Living Report (survey of 30,216 people in the general public in July ‒ August 2024)
