Consumers also care about ESG considerations

This article is available for reading in Trade magazin 2024/10

This study looked at consumer behaviour in the world’s ten largest economies, using data from 10,000 respondents between September 2023 and September 2024.

Women are leading the way

The Global Sustainability Report 2024-2025 underlines that women are leading the way in sustainability awareness, particularly when it comes to climate change acceptance and the impact of individual actions. According to the study, women are 6 percentage points less likely to deny climate change than men and 5 percentage points more likely to believe that their country is already suffering the consequences of climate change. They are also 4 percentage points more likely to believe that they can make a positive impact on the environment through their personal sustainable behaviour. Women are 7 percentage points more likely to recycle. The data also reveal that purchasing habits are changing, as consumers are looking for solutions that conserve natural resources. Although the proportion of vegetarians and vegans remains stable at around 5%, organic products and meat or dairy alternatives are becoming a staple in weekly shopping baskets.

Consumers are increasingly looking for solutions that save natural resources

The 40+ age group is the strongest consumer group

Generation X (consumers born between 1965 and 1979) require a new approach: they care about healthy ageing, but also stay active for a long time – in many cases caring for children and parents at the same time. Consumers over 40 spend the most on food and drink worldwide, so brands can’t ignore this often forgotten generation. These consumers are at the peak of their earning power, so they can – and 57% will – choose the more ESG-friendly food or drink instead of similar non-sustainable products. However, it doesn’t matter how strong values and preferences are if the prices of ESG-related products are much higher than those of competitors. Businesses must offer solutions that help consumers overcome these barriers: the product must be attractive, sustainable and affordable. //