Communities: Eco-Conscious - Jun 2022

Kantar Profiles has conducted an online survey globally, exploring consumer support for sustainability in the face of economic uncertainty.

Connecting with Eco-Conscious Consumers

Global findings on consumer support for sustainable practices, products and brands in the face of economic uncertainty. Community Report Kantar Profiles June 2022

Community Report Overview

The rising cost of fuel and goods is a common concern for consumers globally.

Reaction to the rising cost of living varies from seeking short-term savings, such as shopping in bulk, to proactively making changes for long-term savings.

Using responses from 9,000 online respondents from the Kantar Profiles Audience Network across nine global markets (including US, UK, Brazil, Germany, France, Spain, China, Singapore and India), Kantar Profiles set out to explore the impact inflation and today's economy is having on consumer support for sustainable products and practices.

Is it accelerating the move towards sustainability for the long term, or degrading consumer support?

This report takes an in-depth review of consumer behaviour related to sustainability, the gap between expression of support and action in today's economy, as well as the balance between financial implications and investing in the future.

Explore our findings here on:

Overview of Environmental Concerns
Aspirations Versus Action
The Impact of Inflation on Transportation
The Impact of Inflation on Home Energy
The Impact of Inflation on Lifestyle and Brand Choices

Methodology

This research was conducted online using 9,000 respondents (1,000 per market) sourced from the Kantar Profiles Audience Network across 9 global markets: US, Brazil, UK, Germany, France, Spain, China, India and Singapore.

All interviews were conducted as online self-completion between April 19 - May 5, 2022 and collected based on local census distributions for age, gender and income.

Gen-Z was identified as ages 18-24, Millennials ages 25-39, Gen-X ages 40-55, and Boomers ages 56-75.

Eco-conscious consumers are defined by those who consider themselves somewhat or very eco-conscious in practice. Non-eco-conscious consumers are defined by those who consider themselves not at all eco-conscious, not very eco-conscious, or neither eco-conscious or not in practice.

1. Overview of Environmental Concerns

Explore top environmental concerns and who people hold responsible for making positive change to environmental sustainability.

62%+ of people globally show concern for environmental issues.

65% of people think businesses and brands have a responsibility in making positive change to environmental sustainability.

The top three parties people hold responsible are governments (74%), businesses and brands (65%) and individuals (64%) .

69% of people who consider themselves eco-conscious believe individuals are responsible for making positive changes to environmental sustainability.

Only 56% of people who don't consider themselves eco-conscious believe individuals are responsible.

2. Aspirations Versus Action

Explore people's desire for making sustainable lifestyle changes and what they are prepared to do in today's economy.

64% of people globally want to do more for and be more mindful of the planet and the environment, but their cost of living prevents them from doing so.

68% of people feel they can make a difference to the world around them through the choices they make and the actions they take. Only 59% consider themselves eco-conscious in practice.

Gen-Z considers themselves the least eco-conscious in practice. However, they are the most active in supporting environmental sustainability campaigns in the past year. 89% say they have supported one of these activities, versus Millennials (87%), Gen-X (85%), and Boomers (83%).

53% of people actively seek out companies and brands that offer ways to offset their impact on the environment, and 51% are prepared to invest their time and money to support companies that try to do good.

3. The Impact of Inflation on Transportation

Get global findings on consumer's transportation intentions in today's economy, including buying, selling and behaviour modifications.

30% of people globally plan to buy or lease a new vehicle this year. Today's economy is an influence.

72% say inflation or the economy today has influenced their choice of vehicle.

62% say inflation or the economy today has influenced their decision to buy or lease this year.

Only 4% of consumers who aren't planning to buy a vehicle this year will likely buy new if theirs requires repairs.

*Editors note: Percentages based off of the global population who own a vehicle, but have no intentions on buying or leasing in the next year.

64% of consumers who have no plans to buy a vehicle this year would sell their existing vehicle if the cost of upkeep is too high.

42% of consumers are walking to their destinations more, given the rising cost of fuel.

4. The Impact of Inflation on Home Energy

Find answers from homeowners globally about their intentions, or lack there of, for energy effiecient home changes over the next 12 months.

51% of homeowners intend on making energy-efficient changes in the next year. 65% of them say today's economy accelerated their plans.

32% of homeowners with no intentions for making changes in the next 12 months put plans on hold due to the economy.

56% of homeowners with intentions for energy-efficient changes plan to purchase energy efficient appliances.

61% of homeowners with intentions for energy-efficient changes plan to upgrade to LED lighting.

5. The Impact of Inflation on Lifestyle and Brand Choices

Explore consumer's willingness to abandon eco-friendly products given rising prices across a variety of product categories.

41% of consumers are buying more reusable products due to the rising cost of living.

That's not the only habit changing due to the rising cost of living, globally.

60% of consumers shop for food and household items using reusable bags, globally.

Reusable bags and containers are widely used globally, however they are more popular in Europe and Asia. Germans are most likely not to use bags at all.

42% of plastic bag users shop with them out of convenience. 12% say it saves them money.

55% of consumers who purchase sustainable branded grocery products have already or intend to switch to non-eco-friendly brands due to the cost of living today.

36% of consumers who purchase sustainable branded baby products have already switched to non-eco-friendly brands due to the cost of living today.

20% of consumers who purchase sustainable branded cleaning products have no intention of switching to non-eco-friendly brands due to the cost of living today.

46% of consumers who purchase sustainable branded paper products won't or are unlikely to switch to non-eco-friendly brands due to the cost of living today.

32% of consumers who purchase sustainable branded cosmetics have already switched to non-eco-friendly brands due to the cost of living today.

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