Community Report Overview
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:
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Overview of Environmental Concerns
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Aspirations Versus Action
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The Impact of Inflation on Transportation
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The Impact of Inflation on Home Energy
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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.
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.