Segmentation based on sustainability attitudes uncovers two active consumer groups—Enthusiasts and Minimalists—each requiring a distinct marketing approach.
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People remain largely receptive to healthy and sustainable offerings, associating them with highly desirable and positive lifestyles.
As we wrap up another year at GlobeScan, we would like to reflect on some of our favorite Insights of the Week from 2024
Large proportions of people are willing to pay more in taxes and higher prices to help limit climate change, though the level of support varies across regions between the Global North and Global South.
Support is eroding among G7 countries to help poorer countries deal with the effects of climate change despite majority backing.
Human health impacts is the leading concern for those who view single-use plastic waste as a very serious issue.
Two-thirds of people worldwide are worried about microplastics in their bodies, highlighting need for a global plastics treaty.
Despite the growing impact of climate change, public concern about the issue remains unchanged.
Citizens in the Global North increasingly believe that their governments do not act in their interest – a critical symptom of democracy under siege.
Despite increased confidence, this year’s elections are expected to be contentious, with fewer than half of Americans believing in the election’s integrity.
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Colombians stand out as most concerned about the climate crisis globally.
Beyond providing healthy and safe products, people have high expectations of companies to pay fair wages, be environmentally responsible, treat all employees fairly, and be transparent.
Profit-driven motives and lack of transparency are among top reasons for lack of trust in global companies.
GlobeScan’s research reveals that businesses are not as highly trusted as commonly believed.
Those most impacted by climate change report extreme heat and soaring food prices as the key issues they face.
Nearly half of people globally now say they feel personally impacted by climate change.
People in Latin America and in Africa and the Middle East show the greatest concern for climate change impacts in 2024
Northern European countries and Costa Rica are seen as the most recognized national governments for advancing sustainable development.
Natura &Co, Patagonia, Safaricom, Tata Group, and Unilever are regionally recognized corporate sustainability leaders
The greatest advancements in sustainability performance have been seen in the banking, electric utilities, and automotive sectors.
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Experts say integrating sustainability, showing real impact, and addressing supply chain issues are key to being recognized as a sustainability leader.
Experts are seeing significant backlash against sustainability in North America and Europe according to the Sustainability Leaders 2024 Survey.
Legislation on sustainability, followed by disclosure standards, is viewed as the most significant positive development in the last year according to experts.
Sustainability experts see climate change, biodiversity loss, deforestation, water scarcity, food security, and water pollution as increasingly severe challenges.