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Who care, Who does? 2020



Who care, Who does? 2020

 Investment in sustainable innovation will help brands win a growing Eco-Active consumer group. With $1 in every $5 spent on fast moving consumer goods (FMCG) products coming from an environmentally conscious consumer, Kantar’s Who Cares Who Does study demonstrates green credentials are both beneficial to business and the planet.

As the Covid-19 pandemic continues to put a focus on the environment, Kantar finds:

  • Plastic waste is the second biggest environmental concern in the world
  • Eco-Actives, the group Kantar identifies as consistently working to reduce their plastic waste, has grown in number from 16% to 20% of global shoppers since 2019
  • One in five shoppers say that since the pandemic began, they have acquired more environmentally friendly habits, and 16% are focusing on more environmental initiatives.1

“Our data continues to suggest that innovation to reduce plastic remains an opportunity,” comments Natalie Babbage, Global Link Q Director at Worldpanel Division, Kantar. “We’ve observed that shoppers are highly conscious of the packaging they buy weekly, and it is top of mind when they consider how they can personally reduce their environmental impact. While shoppers have been checking fewer aspects of food during the Covid-19 pandemic, recycled pack (+4% points) and quality assurance (+3% points) labels are being checked more than before, demonstrating the demand for a green alternative to waste plastic.”

Environmental concern is personal

The survey of 80,000 consumers across 19 countries finds nearly half (46%) feel personally affected by environmental problems, however, it is other people rather than brand or media influencers encouraging them to be greener. 38% feel that those whose opinions are important to them are driving them to change, with children the most likely (50%) to impact behaviour towards the environment followed by friends (43%) and partners (41%).


Gaps still remain between caring and doing when it comes to supporting green initiatives; 87.5% say buying products with reduced packaging is important to them2, but just 20% are segmented as Eco-Actives, taking regular day-to-day actions to reduce their packaging waste.

“We see Eco Actives favouring products that are natural, or have health benefits, so winning their $382 billion wallet in will require brands to appeal to consumers’ lifestyles,” explains Babbage. “37% see manufacturers as the most important stakeholder to limit environmental damage (retailers were considered the least important at 4.2%), but just 22% of the population can name a manufacturer doing a good job when it comes to sustainable initiatives.”

“For brand owners, the study highlights the need to consider what the green shopper sees on the shelf and how truly reusable or recyclable that material is.”



About Who Cares, Who Does: The report is based on the results of a survey covering more than 80,000 respondents from 19 countries across Europe, Latam, US and Asia, and explores how manufacturers and retailers look to meet their environmental commitments and bring more consumers with them. Who Cares, Who Does is a global survey in partnership with GfK and Europanel on Kantar’s household purchase panels. Countries that are covered: US, France, Germany, Great Britain, Italy, Spain, Portugal, Ireland, Czech Republic, Poland, Slovakia, China, Indonesia, Vietnam, Argentina, Brazil, Costa Rica, Chile, Colombia, Mexico, Peru. The full report is available from

About Kantar: Kantar is the world’s leading evidence-based insights and consulting company. We have a complete, unique and rounded understanding of how people think, feel and act; globally and locally in over 90 markets. By combining the deep expertise of our people, our data resources and benchmarks, our innovative analytics and technology, we help our clients understand people and inspire growth

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