The economic crisis puts the brakes on sustainability but the impact is different in each market
This is our fourth year of connecting consumer attitudes and actions to real shopping behaviour across all FMCG categories.
When it comes to sustainability, there is a difference between what people say and what they do. It’s easy to say you care but more difficult sometimes to change behaviour. Latam’s current economic challenges can make it harder, particularly when the more environmental choice can be more expensive.
While the previous trend was broadly upwards in terms of growing the proportion of the population that believed they could make a difference, this year has seen a slight reverse in attitudes thanks in part to economic and social circumstances.
As ever however, there is no simple picture for Latam, there is only granular differences that together combine to make an overall statistic. Understanding that is key to knowing how to be part of the successful wave of sustainability aware brands that building both value and share across the region.
There is certainly an opportunity for FMCG brands and despite the fall in the proportion of Eco-Actives in 2022, nearly half of the FMCG purchases made in the region by value are still being made by consumers who consider or actively make decisions based on sustainability criteria.
Brands need to deliver on key criteria that will appeal to this vital segment of the population.
Who Cares, Who Does is a globally harmonised survey of 24 countries and 99,000 respondents – designed to help brands understand how to gain a competitive advantage from sustainability.
By linking attitudes to real purchase behaviour, it’s possible to see what was actually bought by those that say they care and to understand the relationship between these people and your brand.
In 2022 we extended our coverage to Argentina as part of the 15,214 surveys across the region.
