Charting changes
Mapping the eco-journey
Over the past five years, there have been significant shifts in consumer habits, concerns, and perceptions of responsibility regarding sustainability and environmental issues. As we add more countries to our survey each year, the picture becomes even more clear.
The changes observed over the past five years highlight the evolving nature of consumer attitudes and behaviours regarding sustainability.
Habits
Consumer habits have evolved, with some behaviours growing faster than others since we started the survey in 2019. The practice of bringing one's own bags (+3%) and choosing loose fruit and vegetables and packing them in paper or fabric bags has increased (+12%), reflecting the influence that retailers can have on consumer behaviour. The use of "go cups" for hot drinks has also risen (+6%), likely due to increased availability and price or loyalty benefits.
However, there has been no meaningful change in the use of refills and avoidance of plastic bottles by shoppers; though we should acknowledge some improvement in this area has come from many manufacturers using more recycled plastic in their packaging. That said, the much-vaunted “refill revolution” is yet to happen, with most categories lacking options and pilot schemes not being expanded beyond ad hoc installations. These efforts may be helpful on the brand-building front, but less so on building scalable refill models.
Concerns
In the light of heatwaves around the world, it may be no surprise that global warming remains atop the list of peoples’ most pressing environmental concern. The difference is that this year, even more people promoted it to the top of their worry list. Water shortages, have overtaken plastic waste as a primary concern driven by countries facing this now such as Spain, Portugal and South Africa. Plastic waste remains the biggest worry for many, especially in Asia where South Korea, Indonesia and India show more than half the population have it in their top 3 concerns.
Responsibility
There has been a significant shift in people who believe governments should be responsible for addressing environmental issues. Over the past five years, there has been a big increase (28% to 40%) in those looking to governments rather than FMCG manufacturers to lead action. This shift could be due to growing awareness of the scale of global warming and the need for systemic solutions. The greater role of governments during the pandemic may also have brought it to the forefront of thinking, given the big increases in 2020 and 2021.
The changes observed over the past five years highlight the evolving nature of consumer attitudes and behaviours regarding sustainability. Retailers and brands can influence consumer habits by offering sustainable options and incentivising eco-friendly behaviours. Governments are increasingly seen as responsible for addressing environmental issues.
As the world grapples with the challenges of global warming, water shortages, and plastic waste, understanding the changing habits, concerns, and perceptions of consumers is crucial for brands, retailers, and policymakers. By aligning their actions with the evolving needs and desires of eco-conscious consumers, they can contribute to a more sustainable and environmentally friendly future.
Global warming and climate change.
Water shortages and conservation.
Plastic waste and recycling.
No specific actions planned.
