Copyright © 2020 The Nielsen Company (US), LLC. The study asked 20,000 adults from five countries how their sustainability concerns impact their choices in-store and at home. Loyalty 360 cited research that found 73 percent of US consumers have refused to buy a product they felt had a negative environmental impact. In 2019 we can expect consumers to be looking for deeper, systematic change around single use plastic. Paper was considered the most environmentally friendly by 55% of participants. The impulse to “go green” is clearly gaining momentum. Ethical money is the logical extension of this. Statistics. Insights from behavioral science can help close this gap. 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. ... environmentally conscious manufacturing processes, prevention … The 2018 report suggests that an increasing number of consumers want their spending to have a positive social and environmental impact. In Australia, it was the War on Waste TV program, while in the UK, David Attenborough’s Blue Planet II series sparked a cultural shift around plastic consumption. 62% of eco-conscious consumers in the UK and U.S. believe eco-friendly products are better for their health. This invariably means consumers are faced with less choice in their ambition to ‘go green’. This passion for corporate social responsibility is shared across gender lines and generations. They are looking for deeper, more meaningful relationships – a chance to participate in brands and be empowered by them. Gen Z are hot on their heels, though, and figures for this generation are only likely to grow as its members’ disposable income grows. What we know for sure is that the environment needs to be at the top of every business’s agenda. 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 … There are several takeaways for marketers from this research. Interested in digging deeper into consumer insights regarding sustainability in fashion retail? 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. The Ethical Consumer Markets Report has been acting as an important barometer of UK spending since 1999. Environmental issues feature in the top five spots in our latest survey of consumer concerns. Katie also writes on GWI's blog, with a particular interest in social media and marketing. 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. This is a growing tribe: a third of UK consumers claim to be very concerned about issues regarding the origin of products. NYU Stern’s Center for Sustainable Business just completed extensive research into U.S. consumers’ actual purchasing of consumer packaged goods … 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. Download Nosto’s Sustainability in Fashion Retail report and get access to additional stats and detailed demographic breakdowns. 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. “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. 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. Other brands need to follow suit and work to provide consumers with alternatives to plastic products. 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. Evans (2011) Environmental friendly consumption and segments of consumers who are environmentally conscious in their everyday life. As a society, we now have a level of understanding of the damage being done by our “throwaway” culture. 75% of environmentally-conscious consumers want brands to reduce the amount of packaging they use. 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. 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. Over 60% say this, compared to 55% of Gen X (aged 36-54) and just 46% of baby boomers (aged 55-64). 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. 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.. 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. 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. Millennials, Gen Z and Gen X are the most supportive, but their older counterparts aren’t far behind. Health conscious consumers in the US are increasingly concerned with the quality and health benefits associated with the products they purchase and consume. 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. 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. 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 opportunity for business to help consumers choose and use their goods and services sustainably. Similarly, 73 percent of US consumers believe it is important to patronize companies that are socially or environmentally responsible. 6 1. Nearly 10% of respondents in that age group said they "completely" incorporated environmentalism into their lives. Environmental degradation is hitting the headlines lately. 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. 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. Glass packaging is the top choice for environmentally conscious consumers, new survey reveals. 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 rise of environmentally and socially conscious companies is inspiring to me. 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. Invest in sustainability to appeal to consumers – particularly the millennial demographic. middle-aged consumer as the most environmentally conscious in contrast to the young to whom such attitudes are often attributed. We track sales data across a wide range of consumer sectors. Download Nosto’s Sustainability in Fashion Retail report and get access to additional stats and detailed demographic breakdowns. By clicking on Subscribe, I agree to the Privacy Policy and Terms of Use. Often coined the “Green Generation”, many brands are starting to see the appeal and opportunity in these changes. https://www.nielsen.com/us/en/insights/article/2018/global-consumers-seek-companies-that-care-about-environmental-issues/. Moving to the company 4 years ago, Katie heads up the Strategic Insights team, overseeing the production of bespoke assets for clients. As we saw with Unilever, there are financial benefits to be had beyond just good PR. Global Nielsen news and insights delivered directly to your inbox. The "Clean at Sephora" section of the beauty giant brings eco-friendly, clean beauty products to the masses. 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 … 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. The study identifies two probable reasons for consumers’ greater focus on sustainable purchasing in emerging economies compared to developed markets. As bars and restaurants began banning plastic straws, a lucrative gap in the market was left for them to capitalize on. Incl. The questionnaire was developed from existing measures of the variables and from the author. With consumers being more environmentally-conscious than ever, it’s no surprise that sustainability has become a familiar refrain in the fashion industry. • 68% of millennials bought a product with a social or environmental benefit in the past 12 months. The report is trusted and used by businesses, academics and the UK Government. Sustainability is still yet to majorly hit the agendas of most fast-fashion brands. In reality, the fashion industry, in particular the low-cost, high-volume fast-fashion retailers, is one of the biggest culprits. A couple of moments stand out in particular. down to 44 percent in 2017. All Rights Reserved. Look below for more information about our data, platform and how we help brands outperform the competition. 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 … 2018 felt like the first year where ethical living really went mainstream. Health issues like asthma and typhoid have been linked to deteriorating air and water quality, and in extreme cases, decreased brain function and death. “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. CPG brands, in particular, will face increasing pressure and expectation to initiate change. Stainless steel straw producers Turtle Savers is one brand to emerge following the revolt against single-use plastics. In light of these concerns, consumers around the world are making adjustments in their shopping habits. In search of better solutions, it’s no surprise that these consumers are more demanding of companies. 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 … Nielsen has identified three distinct time horizons for global market regeneration beyond the COVID-19 global health emergency and attached likely scenarios to each. We see evidence for this in our UK and U.S. data. Water quality jumped to first place this year. Crucially, it then mapped their claims against real purchase decisions, giving a more accurate picture than ever of what people are actually buying and why. Available to download in PNG, PDF, XLS format. And second is the power of social norms. 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. A 2013 study claims that 71% of Americans at least consider the environment as a factor when shopping. The latest Colmar Brunton 'Better Business Better Future' report suggests there is a growing demand from consumers for environmentally and socially conscious products. 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. 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. According to our research at Symphony RetailAI, today, health-conscious customers account from 25-30% of … 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. Global environmentally conscious consumers' demand for products 2016, by region ... Full access to 1m statistics. A new era of sustainability is rising, and it’s touching every corner of the world. 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 … In fact, a whopping 81% of global respondents feel strongly that companies should help improve the environment. 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. 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