Insight of the Week

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• Sustainable Shifts Consumers Expect in the Next Decade

  

  As Earth Day 2025 highlights renewable energy as a key global priority, GlobeScan’s public opinion research shows that as many as two-thirds of people worldwide (65%) believe a transition to renewables is likely in the next ten years. This optimism reflects the growing momentum already underway, as emphasized in Larry Fink’s 2024 BlackRock Letter, which describes the energy transition as both a market reality and an investment necessity. More than half of people globally also think that most people will be driving electric vehicles within the next decade.

  In contrast, the shift to more sustainable food systems appears to be facing stronger headwinds – just four in ten people (40%) think it is likely that most will adopt plant-based diets over the next decade, with research from GlobeScan and EAT highlighting the persistence of key barriers like affordability and cultural preference. Similarly, only 45 percent say that in the next ten years, most people will be buying second-hand products rather than buying new.

  WHAT DOES THIS MEAN?

  The disparity highlights how largely policy-driven technological and infrastructure shifts like renewables are perceived as more feasible than widespread behavior changes such as dietary transformation or a widespread shift to buying used products. The public sees the renewable energy transition as inevitable and already in motion, presenting a clear signal for companies to align with this momentum through supply chain shifts, energy sourcing, and credible net-zero commitments. In contrast, consumer behavior change remains a more difficult challenge, suggesting that we need to work harder to build trust, reduce barriers, and make sustainable behaviors both more accessible and more desirable. To lead effectively, brands must not only invest in scalable sustainability solutions like renewables but also innovate in terms of how they communicate and normalize lifestyle changes, especially where public belief and behavior have yet to catch up.

  This analysis is based on a representative online survey of over 30,000 consumers across 31 markets. Discover how to connect with consumers and drive positive change in 2025 with our report: The Road to 2025: Five Key Insights to Help Navigate the Shifting Consumer Landscape.

  Survey Question: How likely do you think it is that each of the following will happen in the next ten years?

  Source: GlobeScan Healthy & Sustainable Living report (survey of 30,216 people in the general public in July ‒ August 2024)

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