The survey, which measures attitudes towards sustainability across various countries, shows that emerging markets are more focused on sustainability compared to economically mature markets. India scored the highest at 75, followed closely by the United Arab Emirates at 74, China at 70, and Mexico at 67. In contrast, Japan, Germany, the UK, Switzerland, and Canada scored significantly lower, indicating varying degrees of commitment to sustainable practices worldwide.
Younger generations are generally more engaged with sustainability issues. Gen Z scored 61 and Millennials 60, significantly higher than Gen X at 53 and Baby Boomers at 49. Within the US, Millennials have the highest sustainability score at 59, though this has fallen from 62 last year. This group also scored higher than their younger Gen Z counterparts, who scored 57, as per the survey.
The survey further identifies environmentally attuned shoppers, classifying those who scored 80 or above on the sustainability scale as such. One-third of all global respondents fall into this category, indicating a significant segment of consumers highly conscious of environmental issues.
Additional findings from the survey indicate an increased awareness of greenwashing, with 55 per cent of global consumers acknowledging greater awareness compared to last year. Also, 27 per cent of consumers consider a brand’s environmental transparency when making purchases. Interestingly, luxury shoppers are 1.5 times more likely to be sustainably attuned, and those valuing brand authenticity are 50 per cent more likely to be environmentally conscious. Among shoppers who prioritise brand names, 32 per cent are likely to be environmentally attuned, with these consumers associating brand names with higher quality and better environmental records.
“We were surprised to discover that the degree to which consumers are concerned about sustainability, as well as what they value from the brands they patronise, depends largely upon where they live,” said Martim Avillez Oliveira, chief revenue office, ESW. “The data suggests that while US consumers have been encouraged to make environmentally responsible choices for years, perhaps the intensity of that messaging, along with the increasing strain that inflation places on households, may have consumers at a tipping point.”
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