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Global Report: Who Cares Who Does 2021



Global Report: Who Cares Who Does 2021

COVID-19 may have pushed the topic of sustainability off the top of the news agenda recently, but its importance to the global population only continues to grow. The number of households that are the most environmentally conscious –which we call Eco Actives– rose for the second year in a row, now representing 22% of consumers and set to grow to half the global population by the end of this decade.

Now in its third edition, Who Cares, Who Does? is our annual global study to understand the attitudes and actions of consumers towards the environment and how this impacts their decisions at the point of sale. The 2021 report is based on the results of our survey covering more than 88,000 respondents from 26 markets across Asia, Europe, Latin America, the Middle East and the US, and provides updated insights on sustainability, as manufacturers and retailers look for ways to meet their ‘green’ commitments.

Inside the pages of this report, you will read about:

  1. How our Eco-Segmentation has changed, with critical insights into the behaviour of the Eco Actives.
  2. Which brands are currently resonating with consumers as being more environmentally positive than the competition, and how does this impact performance.
  3. We talk to industry experts, including Bill Marshall, Global Director, Futures and Sustainability at Unilever, and Chris Sellers, CEO at Water Unite.

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Corina Fajriyani

Senior Marketing Manager


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Get in touch

Corina Fajriyani

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