Mintel releases 2022 Sustainability Trends Report

2022-08-23 11:53 0

/ Asahi/August 23, 2022 Guangzhou -- Global consumer concern over climate change has escalated over the past year. According to Mintel's latest Sustainability Trends 2022 report, the number of global consumers citing climate change as a top three environmental issue increased from an average of 39% to 46%* in 2021-22.

After climate change, concerns about water scarcity (up from 27% in 2021 to 31% in 2022) and food scarcity (up from 17% to 23%) have made the most significant gains in environmental priorities over the past 12 months, Because extreme weather events and the conflict in Ukraine have made these disturbing realities more common.

Climate change remains the world's most important environmental issue, with nearly half (46%) of consumers worldwide ranking it among their top three concerns. Air quality (e.g. waste gas, industrial emissions)(36%) and plastic pollution (e.g. Marine plastics)(33%) complete the world's top three environmental problems; However, concerns about plastic pollution are down slightly from 36 percent in 2021.

Growing environmental awareness is evident as fewer than three in five (58%) consumers globally agree that extreme weather events (e.g. floods, heat waves) in the countries where they live encourage them to personally do more to protect the environment. And helping the planet seems to bring a feel-good factor, as 68 percent of consumers worldwide say they feel good about doing things that help the environment. Thirty-eight percent said they wanted to show others how they were contributing to the environment (for example by sharing on social media). A further 24 per cent said they had researched their annual carbon footprint (through an online calculator or app, for example).

While consumers' environmental priorities have changed over the past year, their sustainable behavior continues to focus on simplicity and frugality: Recycling packaging (59 per cent in 2022, 60 per cent in 2021), meal planning to avoid food waste (53 per cent in 2022, 52 per cent in 2021) and buying less clothing (50 per cent in 2022, 52 per cent in 2021) remain the most important sustainable behaviours globally in 2022-2021. In addition, global consumer optimism has stalled, with 55 per cent believing there is still time to save the planet if we act now, compared with 54 per cent who said the same last year.

For the second year in a row, Mintel has published its annual Sustainability Trends Report, which provides research and insight into consumer attitudes, behaviours and buying preferences towards sustainability in 16 countries *. It provides advice to businesses and brands based on the best innovations, communications and campaigns. "The fact that concerns about climate change, water and food shortages are taking precedence over previous concerns about waste and plastic pollution shows the emergence of a more informed global consumer base," said Richard Cope, senior trends adviser at Mintel. Soaring temperatures, extreme weather events, and disruptions to food, water, and energy supply chains are a harsh reality for consumers, impacting their health and finances. At the same time, escalating activism, regulatory responses, and the scale of the challenges ahead and the solutions required have educated consumers around the world enough to support green action. This means that companies will increasingly need to claim and clearly communicate the actions they are taking to reduce emissions that have real impact, rather than simply offsetting them or dabbling in populist "plastic-free" campaigns. This growing awareness of resource inputs, emissions and waste outputs will also mean "environmentally friendly" as a credible marketing term.

" Our research shows that most consumers still believe that recycling and reducing waste are important sustainable behaviors. This tells us that simple, frugal behaviors are most popular among consumers, which underscores the fact that brands' sustainability initiatives need to provide value and convenience. Looking ahead to 2023, expect to see resource (food, water, economic and financial) conservation rise further up the agenda, refurbished tools using conservation technologies and the growth of the sharing economy among urban counterparts. For consumers, the link between saving the environment, its environmental resources and their finances will strengthen."

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* The survey was conducted in March 2021 among 500 Internet users aged 16/18 years or older in 16 countries. Australia, Brazil, Canada, China, France, Germany, India, Ireland, Italy, Japan, Poland, South Korea, Spain, Thailand, the United Kingdom, the United States; The survey was conducted in April 2022 among 1,000 Internet users aged 16/18 and older in 16 countries, with Poland and Ireland replaced by Indonesia and Mexico.

Source: Corporate press release
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