25 country study to help identify barriers and opportunities for more sustainable lifestyles
May 1st, 2019: A consortium of leading organizations today joined the insights and strategy consultancy GlobeScan in launching a new global consumer research study on the topic of Healthy and Sustainable Living. The study is a collaborative partnership among GlobeScan, IKEA, P&G, PepsiCo, VF Corporation, Visa, WWF International and others that will survey 25,000 consumers across 25 countries to explore current understanding, concerns, expectations and opportunities to support healthier and more sustainable lifestyles that will be good for people and the planet. Results are anticipated to be released in September 2019.
According to the Global Footprint Network, humans are consuming resources at a rate of more than 1.7 times faster than the planet can regenerate them. While there are no simple solutions, this imbalance presents a significant opportunity to enable more sustainable lifestyles — a goal in line with the United Nations Sustainable Development Goals, an ambitious agenda for a better world with thriving communities and a healthy natural environment, and without poverty and climate change.
Eric Whan, Director at GlobeScan said: “We hope that the insights from this new global study better enable leadership organizations to define new policy and business models that inspire more healthy and sustainable lifestyles and that are win-win for business and society. It’s a big challenge that we have yet to meet, but one we must meet.”
Cristianne Close, Interim Markets Practice Leader at WWF said: “Nature is the foundation of healthy and prosperous societies and economies but it’s in alarming decline. In the last 40 years, global wildlife populations have declined, on average, by 60 per cent. Our production and consumption patterns need to change and we hope this research will help NGOs, businesses, citizens and consumers alike play a part in bringing our planet back from the brink.”
“This study will help us understand the barriers and aspirations related to living a sustainable lifestyle and how brands can make it possible at scale,” said Virginie Helias, P&G VP and Chief Sustainability Officer. “As part of P&G’s Ambition 2030 goals, we have committed that 100% of our leadership brands will enable and inspire responsible consumption. We hope that this study will give us the insights to accelerate our progress.”
“Consumers – particularly Millennials and Gen Z – continue to express high levels of interest in living healthier and more sustainable lives,” said Douglas Sabo, Visa’s Head of Global Corporate Responsibility & Sustainability. “This study will help brands like ours and other organizations to identify how we can further inspire and empower these lifestyles.”
“We want to make sustainable living inspiring, affordable and attractive – the most natural choice. We can all do our part in contributing to a better planet and as a global business, we have a big responsibility to make a positive difference. We want to use the insights from this study to enable lifestyle changes but also to bring about broader, more structural change,” says Lena Pripp-Kovac, Head of Sustainability at Inter IKEA Group.
“The apparel and footwear industry has always inspired consumers to express themselves. Now, it’s time to create a movement that compels consumers to help us scale positive change at unprecedented rates,” stated Anna Maria Rugarli, VF Corporation EMEA Senior Director, Sustainability. “A study of this magnitude is a fantastic opportunity to investigate new behaviours holistically, to better understand what really matters to a global consumer.”
Jon Banner, EVP Global Communications at PepsiCo and President, PepsiCo Foundation said: “PepsiCo is thrilled to be a part of this important initiative that will explore how we can collectively better understand consumer expectations and needs in the area of sustainable living.”
The research is currently underway. Survey sampling and data collection will be achieved using best-in-class online consumer panels in each of the 25 countries and optimized to represent consumers per the latest census data for those age 18 years and up. This will ensure that the survey captures the full spectrum of consumer perspectives. The study will also pay close attention to the views of young adults age 18 to 24 to better understand shifting needs and opportunities.
Participating countries include: Argentina, Australia, Brazil, Canada, China, France, Germany, Hong Kong, India, Indonesia, Italy, Japan, Kenya, Mexico, Nigeria, Philippines, Russia, Saudi Arabia, South Africa, South Korea, Spain, Sweden, Turkey, UK, and USA.