As shown throughout this paper, the importance of sustainability has grown – so how can businesses tap into this opportunity?
Recognize that despite the pandemic and financial pressures, consumer concerns about sustainability are real and you need to address it. The value-gap among Eco Actives may be low but there are still some Eco Considerers and Eco Dismissers who are some trying to step up and could be converted.
Consumers who are highly engaged with sustainability will account for 43% of the Latam population in 10 years. Increasingly they have the same habits as any general shopper. You need to map your brand to see if it is well positioned with this group.
Talk to shoppers in a language that they can understand – make it easy for them to do the right thing. For the vast majority, terms such as Carbon Zero, Climate Change and Recycling are still a little mysterious.
