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)
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”
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”
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 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 … “Report: Two in Three People are Prepared to Halve Their Consumption to Help Save the Planet”
One of the most challenging aspects of sustainability continues to be how to best engage and mobilize consumers in sustainable living. In a three-part series of webinars, we dove into key findings from our latest global consumer insights research on healthy & sustainable living and exploring how brands can play a role in inspiring consumer action and behavior change. We invite you to watch the recordings below, which feature a great line-up of speakers from Akatu Institute, CVS Health, IKEA, … “Webinar Series | Healthy & Sustainable Living: Engaging Consumers in Sustainability”
Enabling consumers to live more healthy and sustainable lives is not only crucial for our collective future, but also an enormous opportunity for brands to build more trust, loyalty, and engagement with consumers. The Healthy & Sustainable Living global consumer insights research program was launched in 2019 to help companies better understand, engage, and mobilize consumers in this exciting yet challenging area of consumer engagement in sustainability. The 2021 study is the largest yet including over 30,000 interviews across 31 … “Five Consumer Insights to Activate Healthy and Sustainable Living in Asia-Pacific | Report”
The significant challenges that we have collectively faced over the last two years of the COVID-19 pandemic have once again put humanity to the test, and if the start of 2022 is any indication, we will need this resolve to navigate what could be another challenging year ahead. We have re-calibrated over the past 24 months, only to start from scratch and prioritize our personal and professional goals. Living with the changing shades of the pandemic is now a given. … “The Increasing Relevance of Leading a Healthy and Sustainable Lifestyle in India | Report”
Akatu Institute and GlobeScan recently hosted a webinar to explore the 2021 edition of the Healthy and Sustainable Living global consumer insights research program, with a focus on findings for Brazil. At the event, Helio Mattar, President of Akatu, and Álvaro Almeida, Director of GlobeScan Brasil, presented the main findings of the research, which aimed to deepen the understanding of: how the topic of Healthy and Sustainable Living is understood by Brazilian consumers barriers and triggers for best practice behavioral … “Webinar | Healthy & Sustainable Living in Brazil”