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 them, 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. 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.