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”
Key Messages Three-quarters of European consumers (76%) agree that we need to consume less to preserve the environment for future generations and most say that they would like to spend more time with family and friends (78%) or to spend more time in nature (74%) – activities that do not necessarily involve material consumption For our consumption patterns to stay within planetary boundaries, each European would have to reduce by 80% the amount of natural resources they currently use for … “Report: Our Material Consumption is Soaring, but Earth Cannot Afford Black Friday”
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”
Every two years, the Marine Stewardship Council (MSC) and GlobeScan conduct one of the largest seafood consumer surveys in the world, engaging over 20,000 consumers in 23 markets. This year’s results show high levels of concern for our oceans are driving a new wave of consumer activism, as conscious food consumers increasingly ‘vote with their forks’ to safeguard our oceans. We recently hosted three webinars across global time zones (see details below) between 10-12 November 2020. In these sessions, we … “Webinar | The Rise of the Conscious Food Consumer: COVID, Climate and Conservation”
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”
Understanding the drivers that lead to travelers purchasing ivory while abroad can help us target our conservation interventions more effectively. COVID-19 has had a huge impact on the travel and tourism industry, with estimates ranging from 60% to 80% decline in international tourism for 2020. In order to make up for this precipitous loss, the sector is preparing for a travel boom once the threat of the pandemic has subsided. “We know very few people have been leaving home this year, … “Ivory Consumption Among Chinese Travelers: Preparing for Post-COVID Tourism | Report”
IKEA Retail (Ingka Group) and GlobeScan hosted a webinar on 15 October 2020 to explore learnings from our research project on the state of equality in society, the home and at work across the world. In this webinar Peter List, Global Head of Equality, Diversity & Inclusion, IKEA and Caroline Holme, Senior Director, GlobeScan presented insights from our global expert and public opinion research. We also highlighted the next steps in the IKEA journey on equality. We were delighted to … “Webinar | Equality at Home and Work, with IKEA and GlobeScan”
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 midst of the COVID-19 pandemic and with a spotlight on inequality, expectations for companies are shifting. The current circumstances make for an important test of corporate purpose. In summer of 2020, GlobeScan partnered with the Test of Corporate Purpose (TCP) initiative, a project to assess how purpose-driven companies respond in a time of severe global crises and test if they truly “walk the talk” in delivering value for all stakeholders. This research also explored institutional priorities and performance … “Report: Stakeholders Rate Corporate Purpose in Time of Crisis”
Business leaders are responding to one of the most sweeping crises in recent memory, calling for both empathy and action to guide people through uncertain times. News reports, social media and conversations with loved ones are inundated with information and stories about the impacts and effects of the coronavirus. While we continue to weather this storm, it is important we remember the planet and its population are facing other substantial challenges which simultaneously cry out for our attention. It is … “State of the Planet a Worrying Concern for Future Generations”