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COMMENTARY
WITH COSTS RISING, CONSUMERS LOSE FOCUS ON SUSTAINABILITY
* by Sarah Mahoney , Staff Writer @mahoney_sarah, September 27, 2022
It makes sense that when people are more stressed about the impact a purchase
has on their wallet, they’re less focused on its impact on the planet.
But new research from Kantar shows that the shift has happened fast. For the
first time in the four years of its annual research on sustainability, the
number of people who fit into its “eco-active” category declined, slipping 4%
compared to 2021 and 2020.
They now comprise 18% of the population, just above 2019 levels.
And the number of “eco-dismissers” increased by 7% and now account for roughly
44% of consumers worldwide.
“Amidst a difficult world climate -- from conflict and political instability to
spiraling costs and inflation -- environmental issues have dropped down the
priority list for many people in their day-to-day worries,” says Natalie
Babbage, global director for Kantar’s LinkQ Solution, in its release.
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Some of that is also due to people getting busier, moving past earlier pandemic
restraints. “This means a return to seeking convenience over plastic-free
items," says Babbage. "We see people buying fewer refills, avoiding plastic less
and buying plastic drink bottles more, which may all be symptoms of this ‘back
to normal,’ time-poor lifestyle we experienced pre-COVID.”
In the U.S., the top three concerns are war, the general economy and inflation.
The study also reveals growing disenchantment with how little brands have done,
with 53% agreeing that companies only care about profits and that environmental
claims are another marketing tool.
There’s also a strong sentiment -- voiced by 45% of respondents -- that it’s
more challenging to act sustainably lately, in part because of new financial
concerns.
Kantar’s analysis includes responses from close to 100,000 people in 24
countries. The largest drops in eco-actives are in Spain (down 8%), Portugal
(-5%), Ireland (-5%) and India (-5%). In the U.S., the number remained the same
compared to last year. And in France and Colombia, this group notched small
gains.
Kantar divides consumers into categories based on their actions to reduce
plastic. “We have found that actions in plastic reduction are well correlated
with other sustainability-driven actions, such as eating less meat, buying
second-hand items, and seeking out natural and organic products,” it says.
Eco-activists still represent an outsized opportunity for fast-moving consumer
goods. Kantar estimates this group's global buying power at $376 billion
worldwide. That’s expected to increase to $763 billion by 2027 in the lowest
estimate, or to $1.12 trillion in an optimistic forecast.
When Kantar adds spending by eco-considerers -- a middle group who have taken
some steps to reduce plastic use but are less motivated than the activists --
2022 total spend is expected to reach $1.14 trillion.
*
*
*
cpg, research, retail, sustainability
Comment
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About the Author
Sarah Mahoney is a staff writer for MediaPost. She covers retail, fashion,
beauty and apparel, as well as D2C brands and women’s political issues. You can
reach Sarah at sarah@mediapost.com.
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