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.