BY 2030, 62% OF THE UK POPULATION WILL BE ECOACTIVES.

WITH THIS IN MIND, BRANDS WILL HAVE TO TAKE A MORE CONSCIOUS APPROACH IN ORDER TO CONNECT WITH CONTEMPORARY CONSUMERS.

29% 30% 40%

Eco Actives

Shoppers who are highly concerned about the environment and are taking many actions to reduce their impact. They feel an intrinsic responsibility to be more sustainable, follow the topic actively and have a greater awareness.

Eco Dismissers

Shoppers who have little or no interest in the environment and are taking no active steps to reduce their impact. They lack awareness of environmental concerns and do not believe they can make a difference.

Eco Considerers

Shoppers who are worried about the environment and are taking some actions to reduce their impact, but not as many at the Eco Actives. Their biggest barriers are convenience and price.

Source: Kantar, Who Cares Who Does