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)
Eight in ten experts believe that increasing renewable energy is an effective potential solution to address climate change. Other solutions that are rated as relatively effective are sustainable agriculture and food system solutions, reducing deforestation, and circular business models. Increasing renewable energy is also thought by experts to be one of the most easily implemented climate solutions. Source: GlobeScan/SustainAbility Institute by ERM Survey of over 200 experts representing business, government, NGOs, service/media, and academiaacross 41 countries
National governments and large companies are seen by the public to be the most responsible for protecting nature, while only four in ten people hold themselves responsible. There are clear expectations from the public for governments to drive global governance processes for protecting nature, such as COP15 in Montreal, as well as through national legislation. Source: GlobeScan Navigating the Nature Agenda survey of 11,000 consumers in 11 countries between February 25 – March 15, 2022
When considering the urgency of all 17 of the United Nations Sustainable Development Goals (SDGs), experts rate Climate Action as the most urgent goal. The top five most urgent SDGs are Climate Action, Zero Hunger, No Poverty, Reduced Inequalities, and Affordable and Clean Energy. However, many experts rate progress on the SDGs as poor and find that progress on many critical issues is still too slow. Source: GlobeScan/SustainAbility Institute by ERM Survey of over 200 experts representing business, government, NGOs, service/media, and academia across 41 countries
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)
Three-quarters of people around the world say that wealthy countries should help poorer nations deal with the effects of climate change. This suggests strong public support for a just transition and echoes a main theme of COP27 around the obligation of wealthier countries that have benefitted the most from industrialization to provide financing to help poorer countries that suffer the most from the impacts of climate change. Source: GlobeScan Radar Report 2022 (survey of 21,979 people in the general public in June ‒ July 2022)
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)
Compared to 2021, people are feeling more positive about how disruption from the pandemic has affected aspects of life. Half of respondents in 30 countries cite an improved relationship with nature. Many also feel a stronger sense of community, improved mental health and wellbeing, and an improvement in their finances. Source: GlobeScan Poll on Wellbeing through the Pandemic, Commissioned by BBC World Service (survey of 29,293 people in the general public in June ‒ July 2022)