Planet, Perception, and Purchasing
The new truths of today’s eco-conscious consumers
Natalie BabbageGlobal LinkQ DirectorWorldpanel Division | Kantar
It has been an interesting journey tracking the path of eco-conscious consumers over the last five years of this study. Beyond the realm of buzz words, the landscape of sustainability is evolving. We see important changes, some obvious, some less so. But the story evolves differently for different consumers and countries as they move towards what our research shows is broad hope for a more sustainable tomorrow.
And for those consumer goods brands and retailers committed to the journey, we are seeing a new sign of hope in our latest findings. This is our biggest ever year as we have longer trends and have added Canada and a number of other countries in Asia and Africa this year. This matters because it allows global and local calibrations using the largest and most accurate data set of its kind. This year, the topline takeaway is clear: Eco-Actives, the torchbearers of conscious consumption, are on the rise once again. These are a group worth $456bn. The dip experienced in 2022, may have been a hiccup rather than a complete reversal of habits and foreshadowing of the enduring nature of this movement. We also found a large number of people conscious of all their household waste including food and water.
We expect the trajectory to look (directionally) like this:
Over the past five years of our research, profound shifts have rippled through our understanding of the environment and the relationship between consumers and products. We are also seeing a new pattern emerge
There has been a surge in people looking towards governments, rather than FMCG manufacturers, to champion the cause of our planet.
Yet, amidst the striving for sustainability, the shadow of the cost-of-living crisis continues to impact decision-making as inflation holds its grip in most countries. This grip makes the pursuit of eco-friendly choices a challenge for many people and it harder for a brand in this space to grow. And as these challenges persist, heat waves ripple across the world, serving as a physical reminder of the interconnectedness between our lives and the environment.
Amidst climate tension, retailer and brand tensions are also on the rise as consumers expect more action on environmental, social, and governance (ESG) efforts. This comes as trust in brands is eroding, giving consumers another reason to opt for private label products as price pressures continue. Responding appropriately should be a priority.
The Who Cares? Who Does? survey is the largest, most globally consistent of its kind, reaching
112,000 respondents across 35 countries over the last five years.
By connecting attitudes and actions to in-depth shopping behaviour across all FMCG categories, the study provides insights into the relationship between consumers and brands in the context of the environment.
The core of the study is our eco-segmentation, which is based on the actions people take to reduce their plastic waste footprint. These actions include everyday activities like using a refillable water bottle or avoiding fruit and vegetables wrapped in plastic. While plastic is only one factor in the overall sustainability picture, it is well correlated with other areas, such as eating less meat, buying second-hand, and looking for natural and organic products.
