Global warming is becoming a major issue for consumers, equalling previous concerns about water quality for the first time
Conscious and adapting society
Environmental concerns have always changed as societies evolves and economic pressures wax and wane. Latam is no exception. Across the region for the first time, climate change and global warming are felt to be equal in importance to the issues around water quality that have dominated the regional results for Who Cares? Who Does? in recent years.
This has been a gradual rise and water continues to be a big issue in 2022, but the fact that Global Warming is joint No. 1 in 2022 demonstrates how seriously consumers are now taking climate change.
We are also seeing legislative action and change on environmental issues across the region. The flagship measure this year has been Colombia’s decision to ban single use plastics, matching commitments already made by Brazil, Chile, Mexico and Peru.
Such measures matter because consumers are increasingly looking to government and industry to take action when it comes to delivering a more sustainable world.
In 2022 the proportion of consumers who think Government and manufacturers could make the biggest difference in controlling and limiting environmental damage hit 30% and 37% respectively, up from 28% and 35% in 2021.
The economy matters
For most consumers, however, the biggest challenge in translating values into action remains the economy and their own sense of financial wellbeing. With inflation on the rise and the threat of a global recession looming, 48% of all Latinos agree that it is now more difficult to act sustainably in their everyday lives.
The impact of economic factors can be seen that just 30% of the jobs created in the region since 2020 are now in the formal economy. The rest, in the informal economy, come with wages that are on average 25% lower.
