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.
While COVID-19 has been dominating conversations, heatwaves, floods, and hurricanes globally have meant that the challenge of living more sustainably remains as critical as ever.
Recently, the IPCC’s 2021 Climate Report hit the headlines with some very stark findings. It directly links human activity with the warming atmosphere, oceans and land, and projects vast increases in extreme weather events around the globe. Unsurprisingly, the urgent need for action outlined by the report grabbed the attention of politicians around the world.
Consumers also understand how critical this topic has become. The number of households that are the most environmentally conscious (which we call ‘Eco Actives’) rose for the second year in a row. Globally, this group now represents 22% of consumers. They are worth $446 billion to the Fast-Moving Consumer Goods (FMCG) industry, increasing by $70 billion last year.
Now in its third edition, Who Cares, Who Does? is our annual global study to understand the attitudes and actions of consumers towards the environment – and how this impacts their decisions at the point of sale.
This year’s report provides updated insights on sustainability, as manufacturers and retailers look for ways to meet their ‘green’ commitments, which have been louder and more visible than ever.
Over the following pages, we will cover:
1. What issues people are concerned about, how these change across the world and what environmentally positive actions people intend to do more often.
2. Which brands are currently resonating with consumers as being more environmentally positive than the competition, and how this impacts performance.
3. We talk to industry experts, including Bill Marshall, Global Director, Futures and Sustainability at Unilever, and Chris Sellers, CEO at Water Unite.
Who Cares, Who Does? is a joint initiative between Kantar, Europanel and GfK. Thanks to this partnership, we have interviewed over 88,000 people across 26 countries.
This study is unique, as we can cross-reference our questionnaire with actual behavioural data: both shopping and usage. In doing so, we can directly link people’s sustainability attitudes to the brands and categories they purchase, and the retailers they shop in.
We can also help you create a competitive advantage through sustainability and play your part in shaping the future of our planet.
Who Cares, Who Does is a globally harmonized survey across 26 markets on our household purchase and usage panels.
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
Fieldwork took place between June - July 2021
