Insight of the Week: Six in Ten Young People Feel Guilty about Their Negative Environmental Impact

Around the world, younger generations are much more likely than older ones to feel guilty about their negative impact on the environment.  This highlights a significant generational gap among consumers and suggests that younger and rising generations may have higher expectations of brands to help reduce impacts on the environment. Source: GlobeScan Healthy & Sustainable Living Consumer Research (survey of 29,293 people in the general public in June ‒ July 2022)

Are Your Customers Worried about Greenwashing?

Most of us are aware of the term “greenwashing,” i.e., the process of conveying a false impression or giving misleading information about the environmental credentials of a company’s products or services. It remains an all-too-common practice in markets everywhere, as executives use sustainability initiatives to project confidence, boost followership, and gain a commercial edge. However, failing to be upfront and transparent or making unsubstantiated claims is becoming increasingly risky for companies. The likes of Hyundai, Shell, Innocent Drinks, and Oatly … “Are Your Customers Worried about Greenwashing?”

People Are Experiencing the Impact of Climate Change through Higher Food Prices

People are increasingly feeling personally affected by climate change and many are connecting the dots between climate change and rising food prices, according to the latest GlobeScan Healthy & Sustainable Living (HSL) Global Consumer Insights study. Food prices had been steadily rising long before the Russian invasion of Ukraine put pressure on imports of food staples like cereals, wheat, and oilseed. The 2019 outbreak of swine fever in China saw a huge jump in inflation. A year later, COVID-19 caused … “People Are Experiencing the Impact of Climate Change through Higher Food Prices”

Webinar Series | Healthy & Sustainable Living 2022: Engaging Consumers in Sustainability

One of the most challenging aspects of sustainability continues to be how to best engage and mobilize consumers in sustainable living. Watch recordings from our recent regional webinars to explore findings from the Healthy & Sustainable Living 2022 research study, a program to help organizations engage consumers on wellness and sustainability issues and enable healthy and sustainable lifestyles. Our annual survey of almost 30,000 people across 31 markets helps brands understand shifting preferences and behaviors related to healthy and sustainable living, … “Webinar Series | Healthy & Sustainable Living 2022: Engaging Consumers in Sustainability”

Insight of the Week: Most Consumers Trust Environmental Communications and Marketing from Brands

Among those who have seen sustainability messaging from brands, strong majorities across the world trust their sustainability marketing communications. While there are valid criticisms of greenwashing by policy makers and NGOs, consumers broadly continue to trust sustainability messaging. Source: GlobeScan Healthy & Sustainable Living Consumer Research (survey of 29,293 people in the general public in June ‒ July 2022)

Insight of the Week: Younger Consumers Are More Likely to Recall Brand Sustainability Communications

People under 30 are much more likely than older consumers to recall brand communications on the environment. Younger generations are more receptive to messages from companies than older consumers. As expectations evolve, brands need to understand the expectations of Gen Z and Millennials.  Source: GlobeScan Healthy & Sustainable Living Consumer Research (survey of 29,293 people in the general public in June ‒ July 2022)

Climate Change Second-Only to War as Global Concern

Rising inflation and the soaring costs of energy and food are beginning to bite for households everywhere. In Europe, the large majority of households have had to cut their spending, and most say they expect to have to cut it further in the near future. In the UK, as many as one in seven adults claim they cannot afford to eat every day. It is a similar picture in the USA, where the highest inflation rates in four decades means American … “Climate Change Second-Only to War as Global Concern”

Insight of the Week: More than Half of Consumers Say That Sustainable Lifestyles Are Likely in the Next Decade

More than half of people across the world believe that sustainable lifestyles will be commonplace in the next decade, while fewer than two in ten say it will not happen and around a quarter remain unsure.  Those who are optimistic about sustainable lifestyles in the future are much more likely to state a strong desire to live sustainably and to have already made major changes to their lifestyle. Source: GlobeScan Healthy & Sustainable Living Consumer Research (survey of 29,293 people … “Insight of the Week: More than Half of Consumers Say That Sustainable Lifestyles Are Likely in the Next Decade”

Insight of the Week: Consumers View Sustainable Products as More Expensive

In every product category, consumers say that environmentally responsible alternatives are priced at a premium.  Price remains a significant barrier to wider purchase and use of environmentally friendly alternatives.  To be the easy choice for consumers, sustainable products need to be properly valued (price, quality, benefits). Source: GlobeScan Healthy & Sustainable Living Consumer Research (survey of 29,293 people in the general public in June ‒ July 2022)

Two in Three People are Prepared to Halve Their Consumption to Help Save the Planet

Two in three people now say they are willing to reduce their consumption by half to avoid environmental damage and climate change, especially those who have worried children at home, according to a new global consumer survey. The research shows that global concern about climate change is at an all-time high and that a majority of people living with children under the age of 18 say their children are very worried about environmental problems and climate change. People living in … “Two in Three People are Prepared to Halve Their Consumption to Help Save the Planet”