You might also enjoy our recent episode of the Database podcast on sustainability. Although high proportions choose reusable bags, bottles and recycle, just 34% of those surveyed actively avoid products that are harmful to the environment, like plastic straws or cutlery. Earlier this year, the company revealed that its ‘sustainable living’ brands grew faster than the rest of the business and delivered 70% of its turnover growth. Incl. For household products, in particular, there’s been a recent movement away from products that contain harsh chemicals following reports that many household products have toxic chemicals linked to health problems. The report is trusted and used by businesses, academics and the UK Government. This is a growing tribe: a third of UK consumers claim to be very concerned about issues regarding the origin of products. The "Clean at Sephora" section of the beauty giant brings eco-friendly, clean beauty products to the masses. 8 Ethical Consumer Markets Report 2018 Ethical Food and Drink 2010 £m 2016 £m 2017 £m % Growth 2016 - 2017 Organic 1,475 1,810 2,000 10.5% Fairtrade 1,094 1,608 1,720 7.0% Rainforest Alliance 1,198 2,377 2,955 24.3% Free range eggs 419 677 724 7.0% Vegetarian products 541 574 657 14.5% RSPCA Assured 573 1,726 2,050 18.8% Sustainable fish 121 694 902 30.0% As part of a study carried out by GlobalWebIndex among 2,324 internet users in the UK and U.S.A., this week’s series explores eco-conscious consumerism – specifically, people’s attitudes towards the environment and sustainability, and the appetite for … Our global data shows firm evidence for this. But why do these shifts feel so urgent? In reality, the fashion industry, in particular the low-cost, high-volume fast-fashion retailers, is one of the biggest culprits. 75% of environmentally-conscious consumers want brands to reduce the amount of packaging they use. A 2013 study claims that 71% of Americans at least consider the environment as a factor when shopping. All rights reserved. The latest Colmar Brunton 'Better Business Better Future' report suggests there is a growing demand from consumers for environmentally and socially conscious products. Sustainable Shoppers Buy the Change They Wish to See in the World, Scenarios Beyond COVID-19: Rebound, Reboot, Reinvent, Unemployment is at the Heart of Long-Term Consumer Change. But while the industry grows at an unprecedented rate, so too is the voice of the ‘conscious … News articles and documentaries around rising seas, declining air quality and shrinking animal populations are more common than ever – and they’re beginning to cut through. With consumers being more environmentally-conscious than ever, it’s no surprise that sustainability has become a familiar refrain in the fashion industry. The World Health Organization estimates that 12.6 million people die from environmental health risks annually, and that environmental factors in developing countries carry roughly 25% of the disease burden. This passion for corporate social responsibility is shared across gender lines and generations. And that requires removing the hurdles between would-be green consumers’ intentions and actions. In fact, a whopping 81% of global respondents feel strongly that companies should help improve the environment. More than a third of respondents (35%) would buy a product that's better for the environment over another that's slightly cheaper. Millennials, Gen Z and Gen X are the most supportive, but their older counterparts aren’t far behind. Italy: environmental protection measures 2017; Attitude to environmentally friendly products in the UK 2014, by consumer segment; U.S. adults' who bring their own shopping bags 2016 down to 44 percent in 2017. 2018 felt like the first year where ethical living really went mainstream. Katie also writes on GWI's blog, with a particular interest in social media and marketing. 6 1. Water pollution, toxic chemical use and textile waste are just some of the costs to the environment that result from our love of fast fashion. Less than half of eco-conscious consumers research clothes, shoes and bags before buying them. Globally, a report from 2014 says that 55% of consumers across 60 countries are willing to pay higher prices for goods from environmentally conscious companies. By subscribing you confirm you’re happy for us to send you our latest articles. While certain sustainability claims may not seem as relevant today, some, such as local sourcing, will become ever more important to consumers in the near future. The 2018 report suggests that an increasing number of consumers want their spending to have a positive social and environmental impact. NYU Stern’s Center for Sustainable Business just completed extensive research into U.S. consumers’ actual purchasing of consumer packaged goods (CPG), using data contributed by … ... environmentally conscious manufacturing processes, prevention … As we saw with Unilever, there are financial benefits to be had beyond just good PR. A 2013 study claims that 71% of Americans at least consider the environment as a factor when shopping. There are several takeaways for marketers from this research. Brussels, 22 April 2020. A new era of sustainability is rising, and it’s touching every corner of the world. In part, this could be down to the assumption that eco-friendly products are more natural and better for their health, which is also likely to be why food is highly researched. The study identifies two probable reasons for consumers’ greater focus on sustainable purchasing in emerging economies compared to developed markets. Eco-Conscious Consumers are defined as internet users aged 16-64 who say that concern for the environment affects their day-to-day buying decisions. We track sales data across a wide range of consumer sectors. Interested in digging deeper into consumer insights regarding sustainability in fashion retail? https://www.nielsen.com/us/en/insights/article/2018/global-consumers-seek-companies-that-care-about-environmental-issues/. For household products, in particular, there’s been a recent movement away from products that contain harsh chemicals following reports that many household products have toxic chemicals linked to health problems. • 68% of millennials bought a product with a social or environmental benefit in the past 12 months. Global environmentally conscious consumers' demand for products 2016, by region ... Full access to 1m statistics. And with 71% of consumer and 77% of business respondents stating a willingness to pay a premium for environmentally sustainable products, they are willing to back this up with their wallets. In the workplace, 70% of Australians aged 22–30 stated a strong preference or desire to work for a company that promotes environmentally sustainable practices, compared to under half (48%) of Australians … Peattie and Charter (1997) conceptualized green marketing as the holistic management process for recognizing, Unilever has been quick to capitalize on this trend and is reaping rewards as a result. Global consumers feel a personal accountability to address social and environmental issues and look to companies as partners in progress, according to findings from the 2015 Cone Communications/Ebiquity Global CSR Study, released today.. Near-universal in their demands for companies to act responsibly, nine-in-10 consumers expect companies to do more than make a … And second is the power of social norms. A couple of moments stand out in particular. As bars and restaurants began banning plastic straws, a lucrative gap in the market was left for them to capitalize on. Nielsen has identified three distinct time horizons for global market regeneration beyond the COVID-19 global health emergency and attached likely scenarios to each. In light of these concerns, consumers around the world are making adjustments in their shopping habits. Consumers in markets big and small are increasingly motivated to be more environmentally conscious and are exercising their power and voice through the products they buy. For a closer look at the trends that are driving sustainable shopping, a deep dive into specific sales indicators being seen in major markets and a roadmap for future success, check out Nielsen’s Sustainable Shoppers Buy the Change They Wish to See in the World report. middle-aged consumer as the most environmentally conscious in contrast to the young to whom such attitudes are often attributed. The questionnaire was developed from existing measures of the variables and from the author. NYU Stern’s Center for Sustainable Business just completed extensive research into U.S. consumers’ actual purchasing of consumer packaged goods … Here's our deep dive on why sustainable fashion sells. Interested in digging deeper into consumer insights regarding sustainability in fashion retail? Download Nosto’s Sustainability in Fashion Retail report and get access to additional stats and detailed demographic breakdowns. Environmentally Conscious Behavior among Malaysian Consumers 113 ECs and consumer demand for environmentally friendly products have led to the emergence of a new marketing concept, known as green marketing. Air and water pollution are top of mind for global consumers in our recent online survey, but  regional differences can be seen in what issues respondents say matter most. opportunity for business to help consumers choose and use their goods and services sustainably. Stainless steel straw producers Turtle Savers is one brand to emerge following the revolt against single-use plastics. source references. When determining the “greenness” of different product categories, consumers are most likely to research cleaning and personal care products. With plastic waste currently at the center stage, it’s logical that CPG brands experience most of the pressure at the moment. Loyalty 360 cited research that found 73 percent of US consumers have refused to buy a product they felt had a negative environmental impact. But consumer awareness around the environmental impact of fashion is still relatively low. CPG brands, in particular, will face increasing pressure and expectation to initiate change. Millennials (aged 22-35) are more likely than any other generation to say that they would pay extra for eco-friendly or sustainable products. The impulse to “go green” is clearly gaining momentum. But to fully realize the true potential of the green market, businesses must help consumers change their behaviors. Globally, a report from 2014 says that 55% of consumers across 60 countries are willing to pay higher prices for goods from environmentally conscious companies. For brands, this represents an opportunity to focus on the solutions that can be made to our plastic problem. 1 in 3 consumers prefer eco-friendly options One of the most interesting trends is consumers’ growing environmental conscience. This invariably means consumers are faced with less choice in their ambition to ‘go green’. What we know for sure is that the environment needs to be at the top of every business’s agenda. In a climate crisis, shoppers are demanding more eco-friendly products and brands are delivering. Corporate responsibility and sustainability strategies may take different shapes around the world, but one thing is clear: Consumers are using their spending power to effect the change they want to see. Gen Z are hot on their heels, though, and figures for this generation are only likely to grow as its members’ disposable income grows. Eighty percent of consumers named it as their key concern, up from 66% last year. Copyright © GWI 2020. The CGS survey found that only one-quarter of consumers care about sustainable apparel and footwear items, while almost half (42.5 percent) are concerned about eco-friendly … “Consumers, today, put the onus on brands to do more to protect the environment as they believe brands will have a greater impact than consumers alone. Global online sales will hit $3.5 trillion this year – and are expected to rise to $24 trillion by 2025. 75% of environmentally-conscious consumers want brands to reduce the amount of packaging they use. Often coined the “Green Generation”, many brands are starting to see the appeal and opportunity in these changes. “Facing rapid urbanization and a growing disparity between classes, many people in emerging markets are experiencing the harsh reality of pollution in this post-modern industrial age,” said Regan Leggett, Executive Director, Thought Leadership and Foresight, Global Markets, Nielsen. Regions that are rife with emerging market consumers—many of whom are dealing with environmental hazards in their everyday lives—show higher expectations than developed markets. Nearly 10% of respondents in that age group said they "completely" incorporated environmentalism into their lives. Look below for more information about our data, platform and how we help brands outperform the competition. The CGS survey found that only one-quarter of consumers care about sustainable apparel and footwear items, while almost half (42.5 percent) are concerned about eco-friendly paper goods. Most consumers report positive attitudes toward eco-friendly products and services, but they often seem unwilling to pay for them. Statistics. Health issues like asthma and typhoid have been linked to deteriorating air and water quality, and in extreme cases, decreased brain function and death. Heather is among a growing number of consumers who rank the worsening state of the environment as a major concern. Over the coming year, the pressure to be green is set to expand into new product categories, and brands need to start seeing this as an opportunity rather than an obstacle. Water quality jumped to first place this year. After increasing from 2007 to 2009, the share of respondents saying they prefer to buy from companies aware of environmental issues showed a marginal decline, i.e. Global Nielsen news and insights delivered directly to your inbox. Global consumers feel a personal accountability to address social and environmental issues and look to companies as partners in progress, according to findings from the 2015 Cone Communications/Ebiquity Global CSR Study, released today.. Near-universal in their demands for companies to act responsibly, nine-in-10 consumers expect companies to do more than make a … Sales of reusable coffee cups and water bottles took off, plastic straws were banned in many bars and restaurants, and brands like Evian and Coca-Cola promised packaging made from recycled materials. These "green boomers" are more demanding of quality in the products and services they buy, more attuned to advertising and more likely to exercise brand loyalty than other … The World Health Organization estimates that 12.6 million people die from environmental health risks annually, and that environmental factors in developing countries carry roughly 25% of the disease burden. Major fashion magazine Elle dedicated their most important issue of the year, the September Issue, to sustainable fashion, and issues from plastic pollution to palm oil have dominated the news headlines. Download Nosto’s Sustainability in Fashion Retail report and get access to additional stats and detailed demographic breakdowns. However, many conscious consumers have now made the simple switches – also known as the ‘Big 4’: drinking straws, takeaway coffee cups, plastic water bottles and plastic shopping bags. The responses we’ve seen so far from the biggest brands are a step in the right direction, but there are still huge amounts of consumer goods out there that rely excessively on plastic material. Over 60% say this, compared to 55% of Gen X (aged 36-54) and just 46% of baby boomers (aged 55-64). And it’s important to note that if millennials are more conscious than ever about their purchases reflecting their beliefs and values, and Generation Z is close on their trail, a long-term change is most likely taking place. According to the Bureau of Labor Statistics, older Gen X and Baby Boomers perform a significant portion of volunteer work, which means at the atomic level … Ethical money is the logical extension of this. They are looking for deeper, more meaningful relationships – a chance to participate in brands and be empowered by them. Ultimately, it’s not just PR reasons why the biggest brands should be thinking green; there are financial gains to be had too. 62% of eco-conscious consumers in the UK and U.S. believe eco-friendly products are better for their health. Environmental issues feature in the top five spots in our latest survey of consumer concerns. So why should businesses and marketers have sustainability on their agendas? H&M talks about sustainability more than most others in the market, but there are plenty of other brands who are yet to join them. The study … Two important narratives have been necessarily conflated as the novel coronavirus (COVID-19) has made its way around the world this year: the devastating impact of the deadly disease on the lives of millions and their loved ones and the almost immediate effect on the global economy. The group ages 25 to 34 ranked second-highest, at 6.3%, while other groups hovered in the 3% to 5% range. In order to do so, business must create sustainable value for consumers by supplying products and services that meet their functional and emotional needs – now and for future generations – while respecting environmental limits and common values. There’s a difference between intention and action, but brands could miss out on a big group of consumers if their green credentials aren’t up to scratch. 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