The correct message can help deliver both growth and change in behaviour
The truth is that most people want to do the right thing. The reality is that only a quarter manage to do so.
Across the region, for example, 58% try to buy environmentally friendly packaging – peaking at 64% in Central America – but only 22% manage to do so (Central America is, again, ahead of the pack at 26%).
The values action gap is large but there are sectors where people do manage to take action. Forty-two per cent across the region – falling to 26% in Brazil but rising to 57% in Peru frequently buy locally produced meant, fish, fruit or vegetables. This compares with 44% globally and 63% in Asia.
Moving to a more plant-based diet will be more challenging in meat-eating Latam but we do find that consumers in Ecuador and Peru frequently buy plant-based products, with Argentina, Brazil and Chile at the other end of the spectrum.
There’s a more positive story in Personal Care and Household, where 26% of consumers across the region are actively looking for products with natural ingredients and 26% across the region are looking for household products with fewer harsh chemicals.
Across all these categories, the reasons given for purchase decisions are less to do with the core performance of the product or better quality, for example, but for reasons of health or supporting local farmers.
