Megatrends: Understanding Sustainable Consumers

Delivery

This report comes in PPT.

Key Findings

Climate Activists are older than you think

Climate Activists account for 34% of the global population but, contrary to common perception, there are many more Climate Activists among the older generations than among the younger ones. Baby Boomers and Generation X are motivated by the legacy they will leave to their (grand)children; therefore, taking climate action seems to be essential to them.

Meat Avoiders are the most prevalent consumer type globally

Almost two in five consumers around the world avoid eating meat. Religious traditions, ideology on animal welfare, and environmental and health concerns are driving this global trend. Millennials with higher education and that are financially secure are the most prominent Meat Avoiders.

Motivation to be sustainable and frugal at the same time is high

In recessionary times, consumers are increasingly turning to frugal spending. Value for money, durability and quality are the product features playing a greater role in shaping consumer purchasing decisions in 2022 in non-food product categories such as apparel and home care.

Splurging on sustainability makes consumers feel good

One in four global consumers reports that spending on eco-/ethically-conscious goods makes them feel good. Interestingly, Anti-plastic Warriors are the most positive, with 50% of Anti-plastic Warriors feeling good when buying green, while the most neutral consumer type are Meat Avoiders (37%).

Latin American consumers are the most active in sustainability

Latin America is the leading region in terms of numbers of Meat Avoiders, Zero Wasters, Climate Activists, Water Savers and Anti-plastic Warriors (five out of the seven top consumer types globally). Countries such as Colombia, Brazil and Mexico particularly stand out in the region.