2020 has been dominated by COVID-19 and the impact of lockdowns on the economies around the world. Despite this, sustainability remains a critical topic for the Fast Moving Consumer Goods (FMCG) industry, particularly those companies thinking about the long term.
Globally, the most environmentally conscious consumers are worth $382 billion to the FMCG sector and are becoming more valuable by the tune of $78 billion in the last year, meaning sustainable innovation and direct-to-consumer (DTC) communication about your ‘green credentials’ are beneficial for both business and the planet.
Last year we launched the first edition of Who Cares, Who Does?, our global study to understand the attitudes and actions of consumers towards the environment. This year’s report provides updated insights in this area as manufacturers and retailers look for ways to meet their customer commitments and bring more consumers with them.
Over the following pages we will focus on three main topics:
1. What issues people are concerned about, what drives the conversation, and what impact we expect COVID-19 to have on this topic. 2. We will re-introduce our eco-segmentation and focus on the most environmentally-engaged group – the Eco Actives – to see how people in this group have changed and discover more about how they behave. 3. We finish by looking at who should lead the change, according to consumers, and their receptivity to different solutions across categories, along with suggestions on what to consider with real-life case studies.
Thanks to our partnership with GfK and Europanel, we have interviewed over 80,000 people across 19 countries. We are pleased to have included the USA in the main report this year and welcome Vietnam, Ireland and Portugal.
What continues to make this study unique is Kantar’s ability to cross-reference responses with actual behavioural data, both shopping and usage, enabling us to not only know what people say about sustainability, but also to directly link that back to your brand and category. By understanding the ‘say-do’ between those who say they care, and those that do something about it, we can unlock the opportunities of environmental concern –and help brands win, whilst playing an important role in shaping our future planet.
Natalie Babbage Global Solution Director, LinkQ natalie.babbage@kantar.com
#WCWD is a global survey in partnership with GfK and Europanel on our household purchase panels
Countries: US, France, Germany, Great Britain, Italy, Spain, Portugal, Ireland, Czech Republic, Poland, Slovakia, China, Indonesia, Vietnam, Brazil, Costa Rica, Chile, Colombia, Mexico.
Sample: >80,000 respondents
Fieldwork took place between May – June 2020
