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The earth is clear: Consumers are concerned about the state of the environment, something which is impacting on their dietary habits
Consumers in Asia Pacific demonstrate a high level of concern about the environment and a variety of environmentally related topics. Indeed, this level of concern can often be higher than in western regions, something that can be attributed to industrialisation in Asia Pacific over the last few decades. Consumers have witnessed first-hand damage done to the environment and are not overly optimistic that this level of damage done can be reversed. Worry about the environment is something that has also intensified because of COVID-19, with consumers questioning whether the state of the environment is something that contributed to the spread of the disease. However, the virus is something that has also increased optimism that damage done to the environment is repairable, especially as consumers saw natural resources begin to replenish themselves as a result of lockdowns.
Damage done to the environment is often seen to be the result of the practices and policies of businesses, with consumers feeling brands have been motivated by corporate greed at the expense of the planet. As such, consumers are becoming more demanding that brands act in a sustainable manner, demonstrating green credentials along the whole of the supply chain. This includes analysing the practices and policies of suppliers to ensure that the whole of the supply chain is operating in a sustainable manner. Brands will increasingly need to put green credentials at the core of brand philosophy.
While consumers believe that brands should take the lead when addressing the environment, they also recognise that individual changes to diets and lifestyles can go some way to addressing the environment. As such, consumers are looking to make changes to their dietary habits to lead a more sustainable lifestyle. As well as turning to plant-based alternatives, consumers are also looking to reduce food waste and seek out more locally sourced food.
Consumers will find sustainable products especially appealing if they are deemed to be tastier, healthier, and more affordable.
78% Proportion of consumers who say that they are concerned about the state of the environment (2020)
73% 78%
66% 75%
67% 79%
Australia China Indonesia Japan Malaysia South Korea Vietnam
Source: Sustainability survey, Q3 2019/Q1 2020 (8,000 respondents)
Source: Sustainability survey, Q3 2019/Q1 2020 (8,000 respondents)
