Level of commitment
The number of people engaged with the planet has increased significantly in the last year
Since the first edition of our study, we have identified three profiles among Latin Americans, and correlated what they say to what they actually do to preserve the planet.
Buyers who care a lot about sustainability and are taking the necessary steps to reduce waste are called Eco-Actives. Eco-Considerers, in turn, show concern about the issue, but do not always act in favour of the cause. The group called Eco-Dismissers, on the other hand, cares little about the subject.
In 2024, we can say that climate problems helped boosting the most engaged profiles. It is possible to notice a generalised decrease in Eco-Dismissers in the region, with greater reductions in Central America (from 41% in 2023 to 26% the following year) and Ecuador (from 70% to 47%). With this shift, we can fortunately state that, for the first time, there are more highly committed individuals than less committed ones.
It is worth noting that the profile of Eco-Actives has been adapting to the demographic transformations in the region. With fewer and fewer young people, and more elderly, it is precisely households with one or two people that outperform the progression of larger homes in green practices.
Between 2023 and 2024, there was a 2-percentage-point increase in Eco-Active households with one or two people, from 35% to 37%. Argentina is leader in the region, accounting for 52.7% of those households. It is important to note that this is not just a statistic, but a wake-up call that influences everything from package sizes to pricing strategies.
