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demonstrate their ethical credentials
The earth is clear: European consumers want brands to demonstrate their ethical credentials
Consumers are becoming more aware about a variety of environmental issues and more concerned about the state of the planet. Many believe that damage done to the environment has been accelerated over the last couple of decades and this level of damage may be irreversible, something which has consequences for current and future generations. This concern is intensified as many believe that the issues of health and sustainability are interlinked. Concerns about the state of the environment have also risen because of COVID-19, with many questioning whether the state of the planet helped contribute to the spread of the virus. At the same time, there has been some renewed optimism amongst some consumers that the planet can be repaired, driven by consumers watching natural resources replenish themselves as a result of lockdowns.
As concerns grow about the environment, consumers are making changes to their diets and lifestyles in order to behave in a more sustainable manner. Motivation for such changes are also driven by the association that it is healthier. Consumers are making a variety of changes to help achieve this. While much attention has been given to the growth in popularity of plant-based products, Europeans are also engaging in strategies such as making conscious attempts to reduce food waste and seek out more local food and drink.
When doing this, consumers will want to seek out brands that they feel mirror their attitude and outlook on life. This is especially true given that many feel big businesses should be doing more to protect the planet, and that environmental damage is the result of corporate greed. As such, brands will be expected to take a proactive approach to sustainability issues across the whole of the supply chain and communicate any pledges to consumers in a simple and transparent manner.
Although consumers are becoming more concerned about the environment, it is important not to overestimate how altruistic they are when trying to behave in a sustainable manner. This means that brands either need to take the hassle out of acting in an environmentally-friendly manner (such as using easier to recycle packaging), offer incentives over acting in a sustainable manner, or position sustainable products as offering win-win benefits for the consumer and the environment (such as products being healthier/ tastier).
Proportion of consumers who state that they are concerned about the environment
2019
59% 79%
53% 72% 76% 80%
72%
44% 59% 73%
61% 67%
France Germany Italy Poland Spain
Source: Sustainability survey 2019 (6,000 respondents) Sustainability survey 2020 (6,000 respondents)
UK
Proportion of consumers who say that damage done to the environment is irreversible
48% 59%
47% 57% 54%
47% 48% 53% 59% 68% 2019
36% 50%
France Germany Italy Poland Spain
Source: Sustainability survey 2019 (6,000 respondents) Sustainability survey 2020 (6,000 respondents)
