Eco-Actives will rise again and brands should hold firm to their values
The data for 2022 may be disappointing for those who believe in the power of consumers to drive change on environmental issues. Nevertheless, we believe there’s no reason why brands should abandon their goals to make products and services less damaging for the planet and society.
First, we believe that this is a phase, driven by economics rather than by changing values. Brands should continue to identify their sustainability objectives and the ways in which they make consumers’ lives easier and/or better. The pressure to make changes will only increase and the value action gap is likely to shrink in the future.
Second, we believe that the environmentally aware consumer still represents a significant market segment. If you match your values to those of both Eco-Actives and Eco-Considerers then you have a chance to win nearly half the market today and, hopefully, a lot more in 2023 and beyond.
Third, Innovation and performance matter. These can be focused around what is core to your business/matches your brand purpose or around enhanced performance for consumers that makes the sustainable choices a better option.
There is a huge market to play for in Latam. Nearly half of all FMCG expenditure is spent by consumers who say they think about the environment and want to make the right choices. Brands need to find a way to connect with them.
