Similarly, 73 percent of US consumers believe it is important to patronize companies that are socially or environmentally responsible. According to a recent bespoke study we carried out in the UK and America: Half of digital consumers say environmental concerns impact their purchasing decisions. 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. Glass packaging is the top choice for environmentally conscious consumers, new survey reveals. The group ages 25 to 34 ranked second-highest, at 6.3%, while other groups hovered in the 3% to 5% range. Our global data shows firm evidence for this. 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 The "Clean at Sephora" section of the beauty giant brings eco-friendly, clean beauty products to the masses. Incl. 62% of eco-conscious consumers in the UK and U.S. believe eco-friendly products are better for their health. And that requires removing the hurdles between would-be green consumers’ intentions and actions. Unilever has been quick to capitalize on this trend and is reaping rewards as a result. Download Nosto’s Sustainability in Fashion Retail report and get access to additional stats and detailed demographic breakdowns. Interested in digging deeper into consumer insights regarding sustainability in fashion retail? During the 1992 Earth Summit, it was acknowledged that ‘the major cause of the continued deterioration of the global environment is the unsustainable pattern of Look below for more information about our data, platform and how we help brands outperform the competition. opportunity for business to help consumers choose and use their goods and services sustainably. We track sales data across a wide range of consumer sectors. conscious consumers are prizing transparency, accountability and authenticity more than ever. Copyright © GWI 2020. You might also enjoy our recent episode of the Database podcast on sustainability. A new era of sustainability is rising, and it’s touching every corner of the world. A 2013 study claims that 71% of Americans at least consider the environment as a factor when shopping. NYU Stern’s Center for Sustainable Business just completed extensive research into U.S. consumers’ actual purchasing of consumer packaged goods … They key to being benevolent and bankable partners in their efforts is in understanding where current sales spikes can be seen and embracing the changes that are on the horizon. It’s easy to see how one documentary or news story could seriously shake up attitudes, just as it did with our reliance on plastic. Health conscious consumers in the US are increasingly concerned with the quality and health benefits associated with the products they purchase and consume. 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. Available to download in PNG, PDF, XLS format. Environmental degradation is hitting the headlines lately. Ethical money is the logical extension of this. 6 1. But why do these shifts feel so urgent? 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. Loyalty 360 cited research that found 73 percent of US consumers have refused to buy a product they felt had a negative environmental impact. Global online sales will hit $3.5 trillion this year – and are expected to rise to $24 trillion by 2025. 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 … Millennials, Gen Z and Gen X are the most supportive, but their older counterparts aren’t far behind. UK sandwich chain Pret A Manger now has three all-vegetarian outlets, for example, while L’Oréal has unveiled its first vegan hair color range. 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 … When determining the “greenness” of different product categories, consumers are most likely to research cleaning and personal care products. 75% of environmentally-conscious consumers want brands to reduce the amount of packaging they use. Water quality jumped to first place this year. middle-aged consumer as the most environmentally conscious in contrast to the young to whom such attitudes are often attributed. In search of better solutions, it’s no surprise that these consumers are more demanding of companies. In 2019 we can expect consumers to be looking for deeper, systematic change around single use plastic. This invariably means consumers are faced with less choice in their ambition to ‘go green’. 2018 felt like the first year where ethical living really went mainstream. As bars and restaurants began banning plastic straws, a lucrative gap in the market was left for them to capitalize on. The study identifies two probable reasons for consumers’ greater focus on sustainable purchasing in emerging economies compared to developed markets. 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. Consumers aren’t as considerate when buying products from other categories, like electronics and travel, mainly because the environmental impact of these products hasn’t had the same amount of publicity. Nearly 10% of respondents in that age group said they "completely" incorporated environmentalism into their lives. In reality, the fashion industry, in particular the low-cost, high-volume fast-fashion retailers, is one of the biggest culprits. 62% of eco-conscious consumers in the UK and U.S. believe eco-friendly products are better for their health. 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. We see evidence for this in our UK and U.S. data. 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. Invest in sustainability to appeal to consumers – particularly the millennial demographic. 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. 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. Gen Z are hot on their heels, though, and figures for this generation are only likely to grow as its members’ disposable income grows. 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 … • 68% of millennials bought a product with a social or environmental benefit in the past 12 months. While still juggling convenience, price and awareness along with their need to better the world, they’re looking for companies to step up as partners in their quest to do good. They are looking for deeper, more meaningful relationships – a chance to participate in brands and be empowered by them. 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 … Over 60% say this, compared to 55% of Gen X (aged 36-54) and just 46% of baby boomers (aged 55-64). As a result, 43 percent of consumers believe individuals present the greatest potential to solve social and environmental issues, followed by nonprofits (18 percent), government (17 percent) and business (13 percent). This passion for corporate social responsibility is shared across gender lines and generations. Ultimately, it’s not just PR reasons why the biggest brands should be thinking green; there are financial gains to be had too. Here's our deep dive on why sustainable fashion sells. Other brands need to follow suit and work to provide consumers with alternatives to plastic products. For brands, this represents an opportunity to focus on the solutions that can be made to our plastic problem. The latest Colmar Brunton 'Better Business Better Future' report suggests there is a growing demand from consumers for environmentally and socially conscious products. With plastic waste currently at the center stage, it’s logical that CPG brands experience most of the pressure at the moment. By subscribing you confirm you’re happy for us to send you our latest articles. Global environmentally conscious consumers' demand for products 2016, by region ... Full access to 1m statistics. By clicking on Subscribe, I agree to the Privacy Policy and Terms of Use. In a climate crisis, shoppers are demanding more eco-friendly products and brands are delivering. The rise of environmentally and socially conscious companies is inspiring to me. Katie is a Strategic Insights Manager at GWI. 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. 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. Less than half of eco-conscious consumers research clothes, shoes and bags before buying them. source references. Millennials (aged 22-35) are more likely than any other generation to say that they would pay extra for eco-friendly or sustainable products. Global Nielsen news and insights delivered directly to your inbox. 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. There are several takeaways for marketers from this research. 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. Eighty percent of consumers named it as their key concern, up from 66% last year. 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 … What we know for sure is that the environment needs to be at the top of every business’s agenda. The questionnaire was developed from existing measures of the variables and from the author. Interested in digging deeper into consumer insights regarding sustainability in fashion retail? 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. down to 44 percent in 2017. Health issues like asthma and typhoid have been linked to deteriorating air and water quality, and in extreme cases, decreased brain function and death. More than half of people surveyed said they’re now making a conscious choice to use less disposable plastic than they were doing a year ago. “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. ... environmentally conscious manufacturing processes, prevention … Sustainability is still yet to majorly hit the agendas of most fast-fashion brands. According to our research at Symphony RetailAI, today, health-conscious customers account from 25-30% of … First is direct exposure to the negative impact of unsustainable business practices, such as water and energy shortages, food poverty and poor air quality. Paper was considered the most environmentally friendly by 55% of participants. 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. Moving to the company 4 years ago, Katie heads up the Strategic Insights team, overseeing the production of bespoke assets for clients. “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. CPG brands, in particular, will face increasing pressure and expectation to initiate change. But consumer awareness around the environmental impact of fashion is still relatively low. The 2018 report suggests that an increasing number of consumers want their spending to have a positive social and environmental impact. 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. The impulse to “go green” is clearly gaining momentum. The percentage of consumers globally who have said they are willing to pay more for eco-friendly packaging has grown from 47 per cent to 59 per cent in just seven years. Environmental issues feature in the top five spots in our latest survey of consumer concerns. The Ethical Consumer Markets Report has been acting as an important barometer of UK spending since 1999. Brands should be capitalizing on their marketing decisions and strategies to increase market share, influence and understand consumer behavior, facilitate brand loyalty and attract potential customers. Stainless steel straw producers Turtle Savers is one brand to emerge following the revolt against single-use plastics. 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 … The consumers we surveyed in the UK and U.S. admitted they felt most responsible for the future of the planet, but 52% believed responsibility lies with manufacturers or production bodies. Evans (2011) Environmental friendly consumption and segments of consumers who are environmentally conscious in their everyday life. This is a growing tribe: a third of UK consumers claim to be very concerned about issues regarding the origin of products. Nielsen has identified three distinct time horizons for global market regeneration beyond the COVID-19 global health emergency and attached likely scenarios to each. https://www.nielsen.com/us/en/insights/article/2018/global-consumers-seek-companies-that-care-about-environmental-issues/. All Rights Reserved. As we saw with Unilever, there are financial benefits to be had beyond just good PR. The three-tiered framework identifies the conditions for businesses to rebound, reboot or reinvent as they confront expected... COVID-19 has changed everything, hasn’t it? A 2013 study claims that 71% of Americans at least consider the environment as a factor when shopping. 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. More than a third of respondents (35%) would buy a product that's better for the environment over another that's slightly cheaper. 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. 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. 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. In fact, a whopping 81% of global respondents feel strongly that companies should help improve the environment. 75% of environmentally-conscious consumers want brands to reduce the amount of packaging they use. 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. Most consumers report positive attitudes toward eco-friendly products and services, but they often seem unwilling to pay for them. Statistics. And for the first time in 20 years, it’s decided to roll out a new personal care brand, Love Beauty and Planet – an eco-conscious brand that’s vegan-friendly and uses bottles made from recycled plastics. The study asked 20,000 adults from five countries how their sustainability concerns impact their choices in-store and at home. Peattie and Charter (1997) conceptualized green marketing as the holistic management process for recognizing, So why should businesses and marketers have sustainability on their agendas? All rights reserved. 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. With consumers being more environmentally-conscious than ever, it’s no surprise that sustainability has become a familiar refrain in the fashion industry. A 2007 survey of the shopping behaviors of US baby boomers by AARP and Focalyst found that 70% of respondents—an estimated 40 million boomers—use their purchasing power to buy environmentally safe brands.. The report is trusted and used by businesses, academics and the UK Government. 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. The study … 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. 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. 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. 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. Insights from behavioral science can help close this gap. But while the industry grows at an unprecedented rate, so too is the voice of the ‘conscious … 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. Katie also writes on GWI's blog, with a particular interest in social media and marketing. As a society, we now have a level of understanding of the damage being done by our “throwaway” culture. 1 in 3 consumers prefer eco-friendly options One of the most interesting trends is consumers’ growing environmental conscience. “As a result, sustainability has become an urgent opportunity for companies to connect with consumers who are excited about change,” said Regan Leggett, Executive Director, Thought Leadership and Foresight, Global Markets, Nielsen. From free-range meat to vegan skincare products, millennials are regularly considered to be the ones driving the sustainable movement with their lifestyle and behavioral changes. In light of these concerns, consumers around the world are making adjustments in their shopping habits. Often coined the “Green Generation”, many brands are starting to see the appeal and opportunity in these changes. But whose responsibility is it to initiate change? Brussels, 22 April 2020. But to fully realize the true potential of the green market, businesses must help consumers change their behaviors. And second is the power of social norms. Heather is among a growing number of consumers who rank the worsening state of the environment as a major concern. There is mounting evidence to support that in many parts of the world, sustainability has become a life and death matter. Consumers who are more involved in environmentally sensitive behaviors will have higher willingness to pay more for environmentally friendly apparel products than consumers who are less engaged in general environmental behaviors.
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