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CONSUMER PASSION FOR THE ENVIRONMENT AND SUSTAINABILITY GROWS AFTER COVID. THE COVID-19 PANDEMIC CONTINUES TO SHAPE LIFESTYLE BEHAVIOURS ACROSS THE GLOBE. A new consumer study from Mastercard across 24 countries reveals 58% of adults are more mindful of their impact on the environment, and 85% said they’re willing to take personal action to combat environmental and sustainability challenges in 2021. AT A GLOBAL LEVEL, KEY TRENDS FROM THE RESEARCH INCLUDE: • MORE THAN HALF (54%) of those surveyed across the world believe it’s more important to reduce their own carbon footprint since COVID-19 • More than THREE IN FIVE (62%) say it’s now more important than before that companies behave in a more sustainable and eco-friendly way • Social media has increased awareness around environmental and climate change issues by 30% since the beginning of the pandemic The trend toward more conscious consumption has accelerated over the last decade, but changes in attitudes and actions have increased more rapidly as a direct result of the pandemic. As consumers across the globe call on companies and brands to behave in more sustainable and eco-friendly ways, global respondents also revealed that the top three issues they want companies and brands to focus on, in addition to dealing with the pandemic, are reducing waste (37%), reducing air and water pollution (35%), and tackling the issue of plastic pollution in packaging and products (35%). PAG E 3 0
Since the Covid-19 pandemic forced many Australians to slow down during lockdown, a change in attitude has become apparent. Three in five Australians believe its more important than ever that businesses and brands do their part to help the environment, with 26 per cent of Generation Z already planning to stop buying from companies without an environmental plan in place. Two in five over 55’s, however, are planning to buy more locally produced brands, rather than international ones, following the impact of the pandemic. “Consumer behaviour among the different generations is clearly changing as people’s priorities shift,” said Mastercard’s Australasia division president Richard Wormald. “Many of the longer-term changes that are occurring as a result of Covid-19 are still being formed, giving organisations an opportunity to help shape the ‘next normal’.” According to Wormald, Mastercard’s research shows that Australians are coming to expect sustainable and environmental leadership from the brands they support, and that should businesses wish to continue interacting with these customers they need to show leadership on matters of sustainability.
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