Next month, GlobeScan and its growing set of brand
partners will conduct their latest annual survey of roughly 30K people across 30
markets to explore consumer motivations, needs and expectations; as well as
opportunities for influential organizations to support healthier and more
sustainable living.
Over the past year,
COVID-19 has disrupted
lives all around the world. Due to lockdown, our daily habits have changed
dramatically in a very short time — but it’s impossible to say whether new,
healthier behavioral patterns will persist in the longer term.
For the annual Healthy & Sustainable Living global consumer
research study, GlobeScan is once again joining forces with a range of committed
partners — Akatu Institute, NYU Stern Center for Sustainable Business,
CVS Health,
IKEA, Levi Strauss & Co,
PepsiCo, Reckitt,
Visa, and WWF International.
Approximately 30,000 people across 30 markets will be surveyed in May 2021 to
explore consumer motivations, needs, and expectations as well as opportunities
for influential organizations to support healthier and more sustainable living.
Initial results will be released globally in September 2021.
“Engaging consumers and citizens worldwide on healthy and sustainable
living
is hugely important to help create the future we all want,” said GlobeScan CEO
Chris Coulter. “I am delighted to have such a wonderful and growing set of
partners for this third annual study, which is very inspiring. It is my hope
that together we will make an even greater contribution to this critical topic.”
Building on the insights from the 2019 and 2020 studies, this year’s research
will help identify opportunities to close the gap between people’s desire to
live more sustainably and their actions to do so — and to what extent brands and
civil society can help them on their journey.
As gleaned from the 2020 survey, consumers worldwide expressed a desire for
brands to help enable healthier and more sustainable
living
by making the necessary changes more affordable, accessible and easy — through
tastier,
more convenient and affordable products and services that are better for both
people and the environment, and designed to last. Not surprisingly, younger
generations are far more interested in and willing to changing their behaviors
and are more commonly subjected to social pressure to do so.
During the global, COVID-induced lockdown over the past year, our daily habits
have changed dramatically. While Randi Kronthal-Sacco, Senior Scholar at NYU
Stern CSB, reports an uptick in the purchases of sustainable fast-moving consumer
goods,
even during the pandemic, it’s impossible to say whether new, healthier
behavioral
patterns
will persist in the longer term.
Jeffrey Hogue, Chief Sustainability Officer at Levi Strauss & Co said:
“Post-pandemic, it is clear that consumer intent and behavior is beginning to
accelerate toward more sustainable consumption patterns and increased acceptance
of alternative business models like rental and
recommerce.
For Levi Strauss & Company and the industry at large, it will become
increasingly important to follow and respond to the evolution in consumer trends
and behaviors in this space.”
Approximately 30,000 people across 30 markets will be surveyed in May 2021 to
explore consumer motivations, needs, and expectations on this front; as well as
opportunities for influential organizations to continue to support healthier,
more sustainable living. Initial results will be released globally in September
2021.
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GlobeScan
Published Apr 15, 2021 8am EDT / 5am PDT / 1pm BST / 2pm CEST