These days, it’s hard to argue that sustainability is a niche consumer interest. A vast majority of consumers worldwide believe we need to consume less, according to research by GlobeScan. More to the point, 57 percent of consumers in that survey were willing to pay more for sustainable products. But only about a quarter of them actually made any sustainable changes to their lifestyle or consumption. So what gives? “There’s this really marked intention-action gap when we’re asking people to … “The ‘Last Mile’ of Consumer Sustainability Behavior”
It is a common assumption that younger generations — Gen Z and millennials — are more greatly concerned with global challenges. Born in the digital age, these generations are seen to be more health-conscious, socially aware and environmentally responsible. This narrative is consistently reiterated by the media who frequently highlight the willingness of these younger generations to stand up for what they care about. In our Radically Better Future: The Next Gen Reckoning Report with BBMG, 73 percent of young … “Why Younger Generations are More Willing to Change in the Name of Sustainability”
Amidst the uncertainty of the world during a global pandemic, two key pieces of 2020 research offered hope and optimism about what purpose-driven brands can achieve in 2021 — buoyed by new attitudes, opinions, and desires from consumers. In a year like no other in recent memory , 2020 inspired and informed countless consumer research studies — the findings are largely shaped by what was top-of-mind for individuals during the COVID-19 crisis. Did sustainability concerns make the list? Explore this new interview, … “Complementary Studies Provide Glimpses into Consumers’ Minds During Most Difficult Year in Modern History”
New GlobeScan research found that 77% of consumers are interested in choosing products that last longer, and 53% said they were interested in buying fewer things, in general. But there remains a gap between intention and action. “… the propensity to buy less stuff — or at least thinking more carefully before making purchases — could be here to stay. That is certainly what GlobeScan’s 2020 Healthy & Sustainable Living Study suggests. Carried out in June 2020, the survey looked … “Is Black Friday Dying? Consumers Say They Want to Spend Less This Holiday Season”
On 23 November 2020 we hosted a webinar to discuss the growing popularity of plant-based products and the fast growing marketing introductions of plant-based meat and beverages. We drew from our global and Asia Pacific research conducted during the height of the COVID-19 pandemic showing that consumers around the world are willing to change their behavior to become healthier and more sustainable. The webinar explored GlobeScan’s Healthy & Sustainable Living study, which was designed and launched with a range of partners … “Webinar | Going Mainstream: Alternative Meat and Plant Based Drinks”
The 2020 Healthy & Sustainable Living study was designed and launched with a range of partners including CVS Health, IKEA, PepsiCo, Visa, and WWF International to help organizations better understand the mindsets of global consumers and what enables them or prevents them from living in a healthier and more sustainable way. The 27-market study was conducted in June 2020, in the midst of the COVID-19 pandemic. In total, 27,000 people took part in the global study that asked them about attitudes, … “Webinars | Healthy & Sustainable Living in a Global Pandemic”
October 7th, 2020: Just-released global public opinion research shows that people all around the world are willing to adopt more sustainable and healthy behaviours, but they do not know where to start. The 27-market study was conducted in June 2020, in the midst of the COVID-19 pandemic. In total, 27,000 people took part in the global study that asked them about attitudes, opinions, and behaviors linked to more sustainable and healthier lifestyles. The 2020 study was designed with a range … “Study Finds People Want to Make Healthy and Sustainable Living Choices but Do Not Know Where to Start”
In the wake of COVID-19, many aspects of our daily lives may be forever altered. Emerging from this period in which our normal activities have experienced such a dramatic change with a ‘fresh start’ attitude could allow us to refocus our efforts on healthy and sustainable living. But to do so, we will require a shift in our collective mentality that recognizes the opportunities present in this tumultuous time and applies the lessons learned to less tangible, more long-term threats. … “Looking Ahead to GlobeScan’s 2020 Healthy and Sustainable Living Research Program”
April 22, 2020: GlobeScan is joining forces with CVS Health, IKEA, PepsiCo, Visa, Walmart, and WWF International among others to conduct its Healthy & Sustainable Living study to better understand how companies can inspire and enable healthy and sustainable living. Building on the 2019 launch of this ten-year insights program, the consumer research across 25 countries will help identify opportunities to close the wide gap between peoples’ desire to live more sustainably and to what extent brands are helping them … “Purpose-Driven Brands Partner to Identify Opportunities for Healthy, Sustainable Living with 25-Country Consumer Study”
For decades, well-meaning and erudite social scientists, marketers and their researchers, activists, and advertisers have all been searching for a magic wand. With just one wave, that wand would shift consumers’ choice calculus from socially and environmentally harmful decision making, to instinctive inclinations that would save the planet. They (and we count ourselves at GlobeScan among them) have thus far failed to find it. The reason why? The assumption that consumers would simply do the right thing if presented with morally “better” … “Five Reasons the Time Is Right to Help Consumers Live Healthy and Sustainable Lifestyles”