Who cares, Who does op
Can help you quantify your opportunity and understand how to target eco consumers better
#Who Cares?
Who Does?
What do sustainable
shoppers purchase
in your category?
Benefits
Helping multinationals, local manufacturers
and retailers understand opportunities in sustainability
Can help you quantify your opportunity and understand how to target eco consumers better
Who Cares? Who Does? asks 99,000 of our Worldpanel purchase panel members across 24 countries about their attitudes to sustainable product choice and actions
We have identified 3 groups of people based on their claimed everyday actions to reduce their waste footprint. Eco Actives are our most engaged group and they are worth $376bn to FMCG
Leveraging the purchase panel is the only way to directly connect attitudes to real brand purchasing. This study enables you to understand your brand performance, opportunity size and competition with accurate penetration and deep product detail
Shoppers who are highly concerned about the environment, and are making the most of actions to reduce their waste. They feel an intrinsic responsibility to be more sustainable, follow the topic more actively and have a greater awareness.
They are worried about the environment and plastic waste, at similar levels to Eco Actives. But they are actually closer to Eco Dismissers in how they act, not making many actions to reduce their waste. Their biggest barriers are convenience and price.
Shoppers who have little or no interest in the environment and making no steps to reduce waste. The topic rarely features amongst friends and family and they are lacking awareness of environmental concerns. They do not think they make a difference.
Our segmentation
Defined on actions taken to reduce
plastic waste at home and in-store
Purchase link
Develop a detailed picture of behaviours,
plus the context and the needs driving purchasing decisions.
Are your brands winning
with Eco Actives?
Dummy data example for Manufacturer A
Questions
we can answer
- Who are they?
- What do they care about?
- How important
are they to your brand?
- How do they shop?
- What do they buy?
- Where do they shop?
- Fresh packaging preferences?
- How much do they spend?
- Are they buying more
than last year?
How do we do it
#WCWD is a global survey in partnership with GfK and Europanel on our household purchase panels
Countries: Belgium, Brazil, Chinese Mainland, Colombia, Central America, Chile, Czech Republic, Ecuador, France, Germany, Great Britain, Hungary, India, Ireland, Italy, Mexico, Netherlands, Peru, Philippines, Poland, Portugal, Slovakia, Spain and the US.
Food for thought
Explore our publications and discover
our offer to find out how do we help brands grow.
Who Cares? Who Does?
2022
Who Cares? Who Does?
2020
Who Cares? Who Does?
2021
