Waste not, want not
The art of planet-friendly living
Reducing waste is a priority for many consumers, as it aligns with both economic and environmental goals. A significant 68% of people identify as individuals who seek to avoid waste in all areas of their life. This sentiment is even stronger among Eco-Actives, with 90% agreeing with this statement.
90% of Eco-Actives identify as individuals who seek to avoid waste in all areas of their life.
Food waste is a top concern for 25% of people, and it's an area where economic and sustainability incentives strongly overlap. Consumers are taking various actions to minimise food waste, including being careful to store foods correctly to maximise their lifespan (80%), trying to make meals with leftover ingredients in their fridge (70%), planning meals in advance to only buy what they need (64%), making shopping lists (62%), and finding alternative uses for foods that might otherwise go bad (55%).
Waste reduction is particularly important in North America, where 10% of US consumers and 12% of Canadians cite food waste as their top environmental concern. The Food and Drug Administration estimates that 30-40% of the food supply is wasted in the US.
Water watching
Clearly, retailers and brands have a role to play in helping consumers reduce waste. And it’s not that they’re not acting, but our survey suggests there is more to be done. Water waste is another big area where, by providing information, tools, and incentives, brands and retailers can support consumers in their efforts to minimise waste and make more sustainable choices. For example, Colgate has spent millions on consumer advertising to promote turning off the tap while brushing our teeth, resulting in a reportedly high percentage of people adopting this habit.
However, there is still room for improvement. Only half of the people surveyed use the eco setting on their washing machines or dishwashers. It is likely that people are not convinced that these do as good a job of cleaning, or simply go with the default on their machine. Changing these settings to default at a manufacturer level would be an example of a nudge that could change behaviour.
We know sustainability is not a passing trend. The rise of Eco-Actives and the consistent concern for the environment demonstrate that consumers are increasingly prioritising sustainability in their purchasing decisions. Brands that invest in sustainable practices, transparent communication, and consumer education will be better positioned to build trust and loyalty among eco-conscious buyers.
Sustainability is not a passing trend. The rise of Eco-Actives demonstrates that consumers are increasingly prioritising sustainability in their purchasing decisions.
Yes, brands are perfectly placed to make small interventions and do enough now.
Yes, but brands need to do more consumer-facing work or innovation as an industry.
No, brands can influence purchase choices but not in-home behaviour.
In Kenya, the government's initiatives appear to have shifted behaviour towards environmental sustainability.
With the 2017 ban on plastic bags, Kenya put a stake in the ground, and the population has responded. Our survey reveals that 85% of Kenyans have adapted to using personal bags, and 78% now prefer fabric or paper for fruits and vegetables. These changes come as Kenyans cut back on other plastics and, at the same time, find ways to creatively repurpose plastic bottles for domestic and industrial applications.
The manufacturing sector in Kenya has displayed ingenuity in recycling single-use plastic bottles. Items once seen as disposable are now transformed into brushes, brooms, clotheslines, pegs, and drinking straws. The Kenya Association of Manufacturers (KAM), in unison with retailers, established Petco Kenya in 2018, launching a circular recycling value chain that has brought producers, retailers, and consumers under one sustainable umbrella.
Importantly, participation in this innovative movement isn't limited to large corporations (though many international manufacturers are involved). Smaller enterprises and individual innovators are leaving their mark, contributing to an environment where recycling is increasingly a collective responsibility. One example of the shift taking place comes from Gjenge Makers, founded by Nzambi Matee. Her creation of affordable and sustainable building materials from recycled plastic waste earned her the prestigious Young Champions of the Earth 2020 award by the UN Environment Programme (UNEP).
South Korea is at the forefront of environmental consciousness in Asia, boasting the highest percentage of Eco-Actives at 24.9%. Since 1995, the nation has operated an extensive volume-based household recycling system. Individuals sort their rubbish by plastic type, a practice that is not just widespread but strictly enforced. This system has cultivated a culture where individuals exhibit heightened awareness and accountability for their waste.
The topic of zero waste isn't just a concept but a lively and common conversation in South Korea. But the country's commitment to sustainability goes beyond mere conversation; it's reflected in consumer behaviour. South Korea distinguishes itself with an impressive 81% of consumers opting for refill packs, far outpacing the global average of 52%. This is also driven by the fact they can be easily found in stores in many categories and there is a clear economic incentive to do so, especially as inflation rises.
More than just a trend, sustainability forms an integral part of the South Korean identity. Consumers are vigilant and action-driven, with 66.2% ceasing to purchase goods and services from brands that don't align with their environmental values. This gives a clear strategic direction for brands: they can deepen their connection with discerning South Korean consumers by offering innovative sustainable solutions and displaying an unwavering commitment to environmental stewardship.
