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Text Content

 * Mintel Leap – Game-changing Market Intelligence AI 
   
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 * Global Outlook on Sustainability: A Consumer Study 2024-25 
   
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 * The Role of Innovation in the Future of the CPG Industry 
   
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 * Mintel Leap – Game-changing Market Intelligence AI 
   
   - Book a demo

 * Global Outlook on Sustainability: A Consumer Study 2024-25 
   
   - Download

 * The Role of Innovation in the Future of the CPG Industry 
   
   - Download

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GLOBAL OUTLOOK ON SUSTAINABILITY: A CONSUMER STUDY 2024-25

The world’s leading consumer sustainability study, covering 10,000 respondents
from 10 leading economies, will provide you with insights and inspiration on how
best to position and prioritise your products for a more sustainably-conscious
consumer – market-by-market.

Download Pre-order now


GET STRATEGIC INSIGHT INTO YOUR GLOBAL SUSTAINABILITY MESSAGING

Presenting the world’s leading – and largest – consumer sustainability study,
now entering its fourth year, our much-anticipated Global Outlook on
Sustainability: A Consumer Study 2024-25 serves as a gateway for brands to be
more informed and resilient to possibly the most critical subject matter
affecting their future. We’re tracking data on consumers’ ever-shifting
sustainability perspective, purchasing trends, behaviours and engagement across
10 of the world’s largest economies, including the USA, UK, Brazil, France,
Germany, Italy, India, China, Japan, Spain so that you can go beyond the
generalities. Gain market-by-market details on how to leverage consumer interest
in health, value and human causes, enabling your brand to position products in
this new era of conscious consumerism.

Enriched by over 75 innovative products and best-in-class marketing strategies
handpicked by Mintel Consultant and Global Outlook on Sustainability author,
Richard Cope, the study unveils the most effective tactics for helping
responsible products resonate with consumers. This study isn’t just data. It’s
your decisive edge in charting a course for commercial success in a
sustainably-conscious world.




SECURE A 15% DISCOUNT WHEN YOU PRE-ORDER BEFORE 3RD SEPTEMBER.

Get strategic insight into your global sustainability messaging today.
Pre-order now



UNDERSTANDING THE CONSUMER SENTIMENT THAT DRIVES SUSTAINABILITY

The worldwide shift towards sustainability consciousness is reshaping consumer
sentiment. To understand this better, let’s examine how consumer attitudes are
changing in response to climate change, and explore where they seek sustainable
solutions that deliver both efficiency and value.

Our study reveals that climate change, air quality and global warming are the
top three sustainability concerns, illustrating that sustainable consumer
attitudes are driven by health concerns and self-preservation. Recent global
events pushed water and food shortages up people’s agendas since 2021,
overtaking concerns for plastic pollution and deforestation. This shift can be
traced back to first-hand experiences of climate change, such as record-breaking
temperatures and droughts, which have heightened consumer awareness of water
stresses. Disruptions to global food supply chains, resulting in higher prices,
have drawn consumers’ focus towards factors that help protect their physical and
financial health.

Our research shows that consumers are embracing sustainability in the purest
form: by seeking efficiencies and reducing usage and expenditure.



We also know that ‘sustainability’ is the issue Mintel clients search for the
most, as they aim to safeguard future resources, maintain a competitive edge,
stay abreast of legislation and activism, and win customer buy-in. This is where
our Global Outlook on Sustainability Study can help you make a difference. The
2024-25 study informs brands of the challenges that lie ahead, enables them to
correctly identify where consumer priorities lie, giving them the opportunity to
resonate with their consumers’ values, and ultimately, influence spending now
and in the future.


EVOLVING CONSUMER SUSTAINABILITY HABITS AT THE CHECKOUT AND AT HOME

Our comprehensive research addresses how as economic conditions have toughened,
so have consumers’ attitudes, causing them to deprioritise sustainability as a
purchase driver. We explore the growing ‘value action gap’ between consumers’
attitudes and behaviours. Since 2021, we’ve been asking consumers about their
purchasing priorities for CPG products and have seen quality, familiarity and
efficacy become entrenched as non-negotiable ‘red lines’ that couldn’t be
crossed or sacrificed for environmental or ethical considerations. Despite this,
our study indicates that sustainable considerations around recyclability,
sourcing and workers’ rights continue to be among the top five considerations
for consumers and important purchasing differentiators once fundamental needs
have been met.

Despite slow rates of grocery behaviour change, we’ve observed a rising trend of
consumers purchasing organic food and adopting a plant-based diet, with many
buying meat or dairy alternatives on a weekly basis. However, we see encouraging
levels of consumer engagement with energy consumption.

Our research supports industry narratives around the escalating transition
towards cleaner energy sources for homes and transport. As of 2024, over
one-third of our research participants are sourcing their energy from renewable
resources, with a noticeable increase in the adoption of home solar and heat
pumps. A similar upward curve is seen in electric vehicle (EV) adoption. With
hybrid and full EV ownership and leasing on the rise, the hold of conventional
petrol/diesel cars is diminishing.




10,000 CONSUMERS. 10 MARKETS. INSIGHTS ON CONSUMER SENTIMENT.

Download the executive summary today.
Download
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WHAT IS THE ‘VALUE ACTION GAP’ AND WHY DOES IT MATTER TO SUSTAINABILITY?

Sometimes, consumers say one thing and do another. The term ‘value action gap’
best describes this gap between declared intent and actual behaviour. The
discrepancy between consumers’ expressed values and behaviour is somewhat
legendary in the sustainability field. While our data indicates a significant
rise in consumer demand for sustainable products in their daily lives, consumers
possess a diminished sense of impact and distrust corporate claims, contributing
to the deprioritisation of sustainability in their purchase decisions.


CLOSING THE ‘VALUE ACTION GAP’

At Mintel, we know the often paradoxical landscape that brands need to
delicately navigate: consumer consciousness for sustainability is on the rise,
yet, alarmingly, we are entering a phase where consumers are undergoing a crisis
of environmental confidence, with their sense of optimism and impact reducing.
Brands need to lean into this contradiction headfirst and explore the
‘implementation gap’ in our comprehensive Global Outlook on Sustainability Study
by comparing consumers’ beliefs about what can reduce emissions with their
behaviours.

Closing this gap requires brands to address three major challenges:

 1. Overcoming consumers’ diminished sense of impact
 2. Responding to how activism has created growing distrust of corporate claims
    and policies
 3. Acknowledging how consumers have deprioritised sustainability in purchasing
    considerations

To achieve this, we analyse consumer behaviour, product innovation and
best-in-class campaigns to recommend strategic focus areas for brands. We
educate brands to understand which solutions, actions and products already
resonate with consumers, and which don’t, while also championing scientific
progress.

Our sustainability market research reveals that distrust can be overcome through
transparent marketing communications and metrics. We dig deep into the consumer
psyche, asking them which sustainability claims or labels, if any, would
significantly influence their purchasing decisions.

However, as consumers deprioritise sustainable considerations, so must
marketers. Presently, consumers are focused on value, health and the human
element. This sheds light on how brands must leverage these factors ahead of
sustainable benefits. As we navigate through the climate crisis, humanising its
solutions is key. Consumers tell us they want to see the positive impact
sustainable products have on people. Now more than ever, consumers need tangible
proof of this impact in marketing communications, as well as a clear
understanding of the wellbeing and economic advantages of sustainable choices.


GLOBAL INNOVATION: HOW BRANDS ARE RESPONDING TO EVOLVING CONSUMER SUSTAINABILITY
PRIORITIES

Mintel insights indicate that personal health should be positioned and
prioritised as a benefit of sustainable products wherever possible. New to the
2024-25 study, Mintel explores the innovative products and best-in-class
campaigns that do just this.

One brand that is pioneering the environmental and human benefits of its product
offering is USA’s Brooklyn Brewery. By working alongside seven other brands,
Brooklyn Brewery has developed beers made with fonio – a hardy ancient grain
that thrives in nutrient-poor soil near the Sahel Desert and is grown without
fertilisers or pesticides. Brooklyn Brewery doesn’t just underscore the
environmental advantage of its offerings, it goes beyond by highlighting that
its fonio sourcing practice will provide income to smallholder, predominantly
female-led farms. Complementing this is their “Brewing For Impact” initiative
that helps fund scholarship awards for Black, Indigenous and People of Color
(BIPOC) within the brewing and distilling trades.

This considerate initiative addresses consumer disillusion with sustainability
while also appealing to the human element, placing the welfare of people first.
This is just a snapshot of the many initiatives, campaigns and marketing tactics
analysed in our expansive Global Outlook on Sustainability Study. We outline the
marketing intelligence and strategies that can persuade consumers and positively
influence them to buy responsible products.




CORPORATE SUSTAINABILITY ACTION EQUATES TO A SUCCESSFUL BUSINESS STRATEGY

Recognising the urgency of sustainable corporate action not only safeguards
against supply chain disruptions and punitive legislation but also unlocks a
profitable business strategy driven by growing consumer expectations and demand.

Being a fundamental part of the problem also makes consumers key to the
solution. Consumers are thinking like businesses, perceiving sustainability as a
public threat and a resource issue rather than an emotive, environmental one.
This understanding guides them towards making healthier, and more efficient
consumption choices. Our Global Outlook on Sustainability Study equips you with
the strategic insights to understand consumer sentiment in a sustainably
conscious world.

Mintel research helps brands across the globe overcome challenges and grow
through times of uncertainty. The challenge of sustainability is no different.
We have gathered consumers’ ever-shifting sustainability perspective, purchasing
trends, behaviours and engagement across 10 of the world’s largest economies so
you can go beyond the generalities. Enter this new era of conscious consumerism
with knowledge of the most effective tactics that will get your responsible
products noticed. Our Global Outlook on Sustainability Study isn’t just data.
It’s your decisive edge in charting a course for commercial success in a
sustainably-conscious world. Transform our green insights into your gold.


FILL OUT THE FORM TO RECEIVE THE EXECUTIVE SUMMARY

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Global Outlook on Sustainability: A Consumer Study 2024-25
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July 22, 2024
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