Over 90% of consumers want sustainable choices, report finds
A recent report by Consumers International and GlobeScan indicates that nearly all consumers support transitioning to a green economy and many believe that sustainable products should be the default choice. People also want governments and businesses to act to enable this. When it comes to sustainable behaviours, the study proposes four consumer types that governments and businesses need to appeal to.
Driving the global economy, consumers have a huge impact on sustainability issues, ranging from climate change to human rights. Consumers International and GlobeScan have surveyed data from 30,000 consumers across 31 global markets to investigate people’s capacity and willingness to adopt more sustainable practices.
The report, Global Consumer Archetypes to Foster Sustainable Living, reveals that 94% of consumers support the shift to a green economy. Who should be held responsible for implementing the changes needed for this shift? Over 80% of consumers believe it is the role of governments, businesses and international institutions.
By analysing the data, and carrying out over 30 in depth interviews across a range of countries, the report identifies four types of consumer based on their attitudes and the actions they take. The work also highlights unique, targeted strategies to engage these groups in more sustainable living (see table).
| Type | Description | Recommended interventions |
|
Conscious consumers |
These people make an effort to incorporate sustainability into their daily lives and shopping practices. They have a strong sense of personal responsibility. |
Conscious consumers seek greater empowerment. This can be built by making them feel equipped to take the most impactful actions |
| Seekers |
This group does not actively make sustainable choices and are materialistic. They are often the first to try new technology and have low feelings of personal responsibility and high trust in governments and businesses. |
Seekers require increased desirability. Positioning the sustainable choice as the stylish and most desirable option and promoting the concept of sufficiency and personal impact will increase adoption of sustainable living practices. |
| Supporters |
These consumers engage in sustainable actions if they align with current social norms and are engaged with improving their health and lifestyle They have a medium level of personal responsibility and low trust in governments and businesses. |
Making the most sustainable options the default choice will make them easy to adopt by this group. Consistent communication and education is needed on what is expected and what is both low effort and impactful. Highlighting social norms, such as how many people are installing solar panels to help control energy bills, will also help. |
| Savers |
Savers experience a greater impact from climate change, but their ability to contribute to change is limited by cost and challenges with accessibility. These consumers have high feelings of personal responsibility and high trust in governments and businesses. |
Savers need sustainable products that are affordable, accessible and easy to adopt, without negatively impacting other priorities and needs this group may have. |
The report notes that the ability of consumers to drive impactful change depends on their rights, for instance when the easiest choice is the most sustainable. Governments and businesses therefore have an important role in unlocking sustainable behaviours within consumer groups. The report includes recommendations for governments and businesses to enable consumers to drive this change, including making sustainable products and services the default choice and raising consumer awareness. In addition, Consumers International calls on:
-
governments to invest in infrastructure, such as public transport, to support sustainability for consumers; and
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businesses to promote re-commerce practices, and embed circularity principles in products and services.
It adds: “Far greater public insight and understanding is needed about consumer interests, needs and rights, to build real pathways for everyone.”
Consumers International represents consumer groups around the world. GlobeScan is a global insights and advisory consultancy focusing on sustainability, behaviour change, and trust
The full report Global Consumer Archetypes to Foster Sustainable Living is here.
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