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Purpose-Driven Brands Partner to Identify Opportunities for Healthy, Sustainable Living with 25-Country Consumer Study

Press Release
22/04/2020

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 do so. Enabling more sustainable living is an urgent need and a systemic challenge that will become even more vital in a post-coronavirus world.

25,000 people across 25 countries will be surveyed in June 2020 to explore consumer motivations, needs and expectations as well as opportunities for influential organizations to support healthier and more sustainable living. Initial results will be released globally in July 2020.

Eric Whan, Director at GlobeScan said: “We are witnessing a radical reshaping of behavioral norms during this time of COVID-19. Organizations must learn as much as they can now so that they can create opportunities for a new and more collaborative future while proactively addressing planetary threats that are bearing ever nearer. Consumer behavior change will be an important part of the outcome.”

Lena Pripp-Kovac, Chief Sustainability Officer, Inter IKEA Group said: “We want to lay the groundwork for a positive comeback that benefits people, society and the planet. We will use the insights from this study to accelerate our work and support the transition into a more sustainable everyday life, making healthy and sustainable living affordable and attractive.”

Simon Lowden, Chief Sustainability Officer, PepsiCo said: “The COVID-19 crisis has underscored how interconnected we all are, and how our individual actions can impact the health of our communities and our planet. Now more than ever, society needs to have a dialogue around how we can ‘re-set’ for a healthier, more sustainable future. As PepsiCo continues to advance our ambitious sustainability agenda, we welcome insights that will help us understand what motivates consumers and how our brands can play a positive role in building a better tomorrow.”

Douglas Sabo, Vice President, Global Head of Corporate Responsibility & Sustainability, Visa Inc. said: “Now more than ever, we need to continue to understand where consumers are today and how leading brands and organizations can respond to rebuild towards an inclusive and sustainable future.”

Kathleen McLaughlin, Executive Vice President and Chief Sustainability Officer for Walmart Inc. said: “Sustainability is at the heart of our mission to help people save money and live better. This survey helps us better understand our customers’ evolving needs so we can continue to meet their expectations for more sustainable food and products at everyday low prices.”

Cristianne Close, Markets Practice Leader at WWF said: “The COVID-19 crisis is showing us that we need to radically change our relationship with nature. Building resilience for the future requires a green and just recovery. We can’t go back to business as usual – we need fundamental change in our production and consumption patterns. And this research will continue to guide our efforts to build back better.”

To better understand how sustainable consumer behavior will develop in the coming years, the research will also examine inter-related topics of food and diets, social influence, and aspects of the circular economy. Insights from this study will also help to better understand people’s attitudes and behaviors toward nature and its protection to inform the global biodiversity and climate change agendas going forward.

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. The study will also pay close attention to the views of young adults aged 18 to 24 to better understand shifting needs and opportunities.

Participating countries include Argentina, Australia, Brazil, Canada, China, France, Germany, India, Indonesia, Italy, Japan, Kenya, Mexico, Nigeria, Russia, Saudi Arabia, Singapore, South Africa, South Korea, Spain, Sweden, Thailand, Turkey, United Kingdom and USA.


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