COVID-19 may have pushed the topic of sustainability off the top of the news agenda recently, but its importance in terms of the global population only continues to grow.
Welcome to the 2021 edition of Who Cares, Who Does for Latin America. Every year the scale of the environmental issues we face challenges how we do business and how consumers perceive businesses and brands.
For the third year in a row we have linked attitudes to key sustainability issues to actual purchase behaviour in a globally consistent way.
This year’s Latam edition also includes two new elements:
Firstly, we have added Ecuador to our country profiles so that the report now covers seven countries in Latam, making it the most detailed and comprehensive look at attitudes to sustainability and purchase behaviour for the region.
Secondly, we have also looked at sustainability and environmental attitudes among consumers through the prism of the UN’s Sustainable Development Goals (SDGs) for the first time. These SDGs, which many companies have adopted as targets, cover a wide range of issues that go beyond the environment and highlight the fact that for many consumers education, ending poverty and zero hunger are as important, if not more so, than climate change.
Finding out which of the 17 SDGs consumers in Latam support also demonstrates why we need a bespoke look at our region. Latin America is very different in terms of consumer priorities to Europe and many other parts of the world. With the exception of Chile, which sometimes scores more similarly to Germany on some issues, most countries in Latam have a very different set of attitudes.
The exceptionalism of Chile also highlights another reason why we need to look at Latam in detail. Across the continent consumers are at very different stages in their Eco journey. Some are far ahead, while others are taking their own unique journey when it comes to behaviour, expectations and who they want to take responsibility for the environmental challenge.
What’s true across all the seven markets we surveyed however, is that there is a huge opportunity for brands and retailers. In nearly every category, the people that we define as Eco Actives index much more strongly than average.
Who Cares, Who Does is based on the region’s biggest study of attitudes to environmental and sustainability issues and the most detailed look at evolving and increasingly environmentally concerned consumers across Latam.
Countries: Belgium, Brazil, Chinese Mainland, Colombia, Costa Rica, Chile, Czech Republic, Ecuador, France, Germany, Great Britain, Hungary, India, Ireland, Italy, Mexico, Netherlands, Peru, Poland, Portugal, Russia, Saudi Arabia, Slovakia, Spain, Thailand, USA.
Sample >88,000 respondents Latam 18,300 respondants
Fieldwork took place between June - July 2021
