Meanwhile, fish and seafood dollars and units rose 8.7% and 2.7%, respectively, from 2017 to 2019, outpacing the growth of other proteins, including legumes, nuts and seeds. .chakra .wef-10kdnp0{margin-top:16px;margin-bottom:16px;line-height:1.388;}What is the World Economic Forum doing about the circular economy? Chart. An international study of 20,000 customers by grocery brand giant Unilever identified one in three (33%) people were choosing to buy from brands they believe are doing environmental good. You need a Statista Account for unlimited access. The Global Sustainability Study 2021*, conducted by global strategy and pricing consultancy Simon-Kucher & Partners, reveals significant global paradigm shifts in how consumers view sustainability and the associated generational differences in willingness to pay for sustainable products and services. .chakra .wef-facbof{display:inline;}@media screen and (min-width:56.5rem){.chakra .wef-facbof{display:block;}}You can unsubscribe at any time using the link in our emails. Corporate leadership should no longer give brand managers a pass when they claim that there is no demand for sustainable products. Show publisher information Brands that actively reinforce societal commitment must amplify and socialize their message using multiple sources and distribution channels. Personal values indeed. Globally, sustainability is rated as an important purchase criterion for 60 percent of consumers. Our eBook "What ESG means to you and your consumers in 2022" is designed to help It can be used to help people improve their thinking and decisions. Consumers are trying to be responsible citizens of the world, and they expect the same from corporations. I dream of a world in which all factory farms are destroyed. In other words, I'm willing to spend more (a lot more, in fact) to know that what I'm spending my money on is actually good for the earth and the people on it. I recently spent $38 on a t-shirt from abrand I would trust with my life: Janne Robinson. Consumer brands that havent embraced sustainability are at risk on many fronts, says Gstalder. In fact, an analysis of retail sales data indicated that natural products were seeing growth in otherwise declining categories. In 2015, brands who showed a commitment to sustainability saw sales grow more than 4% globally. Consumers could note if they were willing to pay "a little" or "a lot" for each sustainability benefit. For this group, personal values are more important than personal benefits, such as cost or convenience. Looking at web sites for information on business and manufacturing practices. Numberingmore than 80 millionstrong, Millennials already account for an estimated$1 trillionof U.S. current consumer spending. Notably, those two companies are doing so despite the strident objections of investors who criticized Indra Nooyi and Paul Polman, the former CEOs of PepsiCo and Unilever, respectively, for moving away from their traditional brands. Interestingly, of the people that are willing to pay a sustainability premium, the premium amount is lowest for Consumer goods (22 percent premium on average) it is highest for Financial services (27 percent premium on average). Businesses must adapt to the times as consumers are voting with their wallets and Millennials, in particular, are demanding that companies put their money where their mouth is. A 2015 global survey by Nielsen found that 66 per cent of respondents were willing to pay more for sustainable goods. If you have a question youd like an expert to answer, please send it to climate.change@stuff.co.nz. Paying attention to public opinion on specific brands in the news or on social media. Or to remain unmoved by those facing increasingly poor living conditions across the globe. They found that: 61% of consumers would be willing to pay more for eco-friendly DIY products. 315-409-9435 The survey reports that 58% of Europeans consider climate impact . In fact, almost half (41%) of consumers from around the world say that theyre highly willing to pay more for products that contain all-natural or organic ingredients. Can changing your mindset change everything? Sixty-six percent of consumers say they are willing to pay more for sustainable brandsup from 55% in 2014 and 50% in 2013. In, Deloitte. From there, it becomes more specific and fragmented. Companies should be aware that consumers are increasingly voting with their dollars against unsustainable brands. For example, one study found Spanish consumers were willing to pay 2237% more for green products, but Japanese consumers were only willing to pay 822% more for green products. Are you making an effort to reach these socially conscious young people? michele@greenprintcorp.com Rudominers lifelong passion is using communication to foster social change. Products with a sustainability claim have continued to drive growth amid the pandemic, according to a new report from IRI and the NYU Stern Center for Sustainable Business. Mr Harrison says, however, that customers are becoming more canny. World Economic Forum articles may be republished in accordance with the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International Public License, and in accordance with our Terms of Use. 77% of Americans are concerned about the environmental impact of products they buy. In 1998, the Council of the European Union passed a directive that setrules for the protection of farmed animals -- a directive updated in 2009 that led tofar more ethical treatment of animals there. This statistic presents the results of an online survey conducted from February 17 to March 7, 2014. 65% would be willing to spend up to 20% more on eco-friendly products. To a certain degree, products that need to have a higher degree of efficacy (such as laundry care and sanitary napkins) were more likely to have a lower share of sustainability-marketed products, perhaps because consumers are concerned about performance trade-offs. And as social media channels continue to burgeon, the voice of younger generations will only increase the demand for sustainability. I don't dream of a world full of cheap lip gloss that was tested on animals; I dream of one in which that kind of beauty product is illegal everywhere, period. In fact, almost half (41%) of consumers from around the world say that they're highly willing to pay more for products that contain all-natural or organic ingredients. A majority (55%) of consumers are willing to spend extra money in order to purchase environmentally friendly products, though at differing amounts. NYU Sterns Center for Sustainable Business just completed extensive research into U.S. consumers actual purchasing of consumer packaged goods (CPG), using data contributed by IRI, and found that 50% of CPG growth from 2013 to 2018 came from sustainability-marketed products. Ultimately, the research that evaluates consumers willingness to pay more for green products has been mixed. Small brands in this space are also attracting the bigger players attention Unilever has purchased brands with loyal followings such as Seventh Generation, Sundial Brands, and Pukka Herbs. COLORADO SPRINGS, US (ICIS)-Consumers are willing to pay more for sustainable products that can be recycled or reused, according to a new survey of 6,000 people worldwide by consultancy Accenture. Surface Studio vs iMac - Which Should You Pick? This statistic reveals a significant shift in consumer behavior and highlights the importance of sustainability in marketing to this eco-conscious generation. However, as demand grows for sustainable products and they become the expectation rather than the exception, sustainability will become table stakes and hygiene factors, said Jain. Question: Socially conscious Consumers In March 2015, a Nielsen global online survey "found that consumers are increasingly willing to pay more for socially responsible products. Some of the necessary transformation can be accomplished by reinventing legacy products, as Unilever has shown with its sustainable living brands, now delivering 70% of its turnover growth. As a Premium user you get access to the detailed source references and background information about this statistic. not how pretty the blush is. To ensure the most secure and best overall experience on our website, we recommend the latest versions of. Those that had no such commitment grew less than 1%. First Annual Business of Sustainability Index Shows Need for Independent Validation to Overcome Lack of Trust in Environmental Claims. Almost three quarters of the . Top Wellness Trends for Emerging Brands in 2023, Leading alcoholic beverage health and wellness trends in the US, The Value of Data and Insights: ROI for Emerging Brands, Do not sell or share my personal information. You need at least a Starter Account to use this feature. This is the result of a representative survey that we commissioned from INNOFACT. Prosek Partners It's not just a morally good idea, either; it's lucrative. Saving biodiversity: why our mental and physical health depends on it. The bottom line is that the corporate world cannot ignore the demands and expectations of Millennials, who are devout in their desire to associate with companies aligned with their values. Studies show eco-friendly logos and labels can be used to nudge consumers toward sustainable fashion, food consumption and eco-friendly offerings. So it appears that some categories that are behind in sustainability-marketed product share are making up for lost time. Sustainability is a worldwide concern that continues to gain momentumespecially in countries where growing populations are putting additional stress on the environment, says Grace Farraj, senior vice president, Public Development & Sustainability, Nielsen. Create a free account and access your personalized content collection with our latest publications and analyses. : (617) 231-4551 The study surveyed 10,281 consumers across 17 countries: USA (N=1,062), Germany (N=1,022), Denmark (N=771), Sweden (N=757), Brazil (N=539), China (N=516), Japan (N=516), Spain (N=515), Switzerland (N=514), UK (N=513), Australia (N=510), Austria (N=510), France (N=510), the Netherlands (N=510), Norway (N=506), Italy (N=506), UAE (N=504), including representative quotas set for age, gender, living area, education level, employment status & income level. In 2014, less than 30 . ATLANTA--(BUSINESS WIRE)--Americans are seeking out and are willing to pay a premium for environmentally friendly products, according to a new study from GreenPrint, an environmental technology company. When looking at both Baby Boomers and Generation X, 24 percent across each have significantly changed their behavior towards being more sustainable -- this figure climbs to 32 percent for Millennials. They accounted for 16.6% of the market in 2018, up from 14.3% in 2013, and delivered nearly $114 billion in sales. Even toys can get the climate-friendly treatment. So when it comes to purchasing, they are doing their homework. Indeed, one recent report revealed that certain categories of products with . For further information please contact: Directly accessible data for 170 industries from 50 countries and over 1 million facts: Get quick analyses with our professional research service. Our analysis looked at products on-pack communication about their sustainability. (1) Background: The pressure that agricultural systems' intensive management exerts on the environment concerns society. Our analysis did not include the term natural (which is ubiquitous but means nothing) or marketing claims related to social causes or charities. Designed by Elegant Themes | Powered by WordPress, 66% of survey respondents are willing to pay more for sustainable goods, up from 55% in 2014, and 50% in 2013. www.simon-kucher.com, Internet Explorer presents a security risk. Jun 27, 2014 The willingness to pay for sustainable products has increased universally since 2011. 470-788-0718 Consumers are voting with their dollars against unsustainable brands. In fact, the majority (73%) of global consumers say they would definitely or probably change their consumption behavior to reduce their impact on the environment. In 2015, Nielsen polled 30,000 consumers in 60 countries around the world. Green consumption includes more environmentally friendly raw materials, packaging and production methods, lower carbon emissions during transportation and use, and better protection for people involved in production and trade. Sustainability sentiment is particularly consistent across income levels. This likely depressed the growth numbers, as many brands have become more sustainable over time. Already in 2015, a Nielsen report found that 73 percent of the Millennial generation was willing to pay more for sustainable goods. Products that we deemed sustainability-marketed in 2018 were considered sustainability-marketed in 2013 too, as we were unable to examine 2013 packaging for all products. It also found that 73% of global Millennials are willing to pay extra for sustainable offerings up from 50% in 2014. Minds can be changed, laws can be changed, and companies can be changed. how much more are you willing to pay compared to regular goods) when purchasing the following categories? There are several reasons for this. When browsing beauty products, my first question is, "Is it cruelty-free?" Climate Explained is a collaboration between The Conversation, Stuff and the New Zealand Science Media Centre to answer your questions about climate change. According to our Consumers Buy The Change They Wish To See in The World report, we found that natural and organic ingredients and certifications serve as the entry level point for nearly every market when it comes to sustainability attributes consumers are searching for. According to market research firm Nielsen, just 22% of the world's consumers were willing to pay more for an eco-friendly product in 2011, despite the fact 83% thought it was important. For more details, review our .chakra .wef-12jlgmc{-webkit-transition:all 0.15s ease-out;transition:all 0.15s ease-out;cursor:pointer;-webkit-text-decoration:none;text-decoration:none;outline:none;color:inherit;font-weight:700;}.chakra .wef-12jlgmc:hover,.chakra .wef-12jlgmc[data-hover]{-webkit-text-decoration:underline;text-decoration:underline;}.chakra .wef-12jlgmc:focus,.chakra .wef-12jlgmc[data-focus]{box-shadow:0 0 0 3px rgba(168,203,251,0.5);}privacy policy. The Consumer Sustainability Survey (2019) found that 72% of consumers buy more environmentally-friendly products than five years ago. And companies with strong reputations outperform others when it comes to attracting top talent, investors, community partners, and importantly, consumers.. I don't want to support companies that don't care about how the animals and/or workers are treated, and I do want to support those that do. Sustainability-marketed products are growing quickly in almost all CPG categories. Commercial research says 46% of consumers are more inclined to buy a product if it is eco-friendly. People want to feel that whatever they are buying aligns with their personal values. And investors should support companies in making the investments needed for the pivot. . Companies must invest, innovate and transform their business models now to protect their long-term profitability and viability. This is especially true for Millennials. In the US, this number is just over the global average at 61 percent. Learn more about how Statista can support your business. In 2014, 65% of total sales of consumer goods measured globally were generated by brands whose marketing conveyed commitment to social and/or environmental value. It can be done. Products that had a sustainability claim on-pack accounted for 16.6% of the market in 2018, up from 14.3% in 2013, and delivered nearly $114 billion in sales, up 29% from 2013. Reports such as Nielsen Insights suggest the majority (73%) of consumers would change their consumption habits to reduce their impact on the environment, and almost half (46%) would switch to environmentally friendly products. Academic research has consistently identified this gap between purchase intentions and behaviours. Millennials represent the consumer market of the future, and it behooves corporations to read the tea leaves. While companies are increasingly using environmental claims to appeal to consumers, they also attract greater scrutiny. GreenPrint is a global environmental technology company, offering sustainability as a service with patent-protected programs that deliver environmental impact and bottom-line results. Consumers are also willing to pay more for chocolate products that are free-from 'undesirable' or artificial ingredients, a subset of products that makes up 15.2% of the overall chocolate category . The firm has over 1,400 employees in 41 offices worldwide. About a 3 minute read. Topping the list of sustainability factors that influence purchasing for nearly two-of-three (62%) consumers globally: brand trust. A majority of people have doubts when companies say they are environmentally friendly, with 53% of Americans never or only sometimes believing such claims. 76% of Americans would switch their preferred packaged goods brand if they were offsetting carbon emissions. In terms of how much, Gen. Z (32 percent premium) and Millennials (31 percent premium) are willing to pay more than twice as big a premium as Baby Boomers (14 percent premium) and a third more relative to Gen. X (21 percent premium). In 1989, 67% of American consumers stated that they were willing to pay 5 - 10% more for sustainable products. Inherently skeptical, Millennials will punish companies on social media not deemed to be fully transparent as well as those that pay lip service to CSR and causes important to them. According to a survey conducted among Chinese adults in November 2022, around 66 percent of respondents stated that they were willing to pay more for sustainable goods. Millennials already played a significant . Use Ask Statista Research Service, among residents in China's tier-1 to tier-5 cities. This creates both future challenges and opportunities for all companies as the world becomes more sustainable. Mr. Davis said of the survey: Companies must build trust and loyalty by clearly demonstrating that they share environmental goals with their customers. The study, which was designed to measure consumer attitudes towards sustainability, importance of sustainability and willingness-to-pay for sustainability, also focused on 17 different product/service categories of the following sectors: Consumer Goods & Retail; Automotive; Travel & Tourism; Energy/Utilities; Financial Services; and Construction/Home. All these terms are used in labelling to make us feel good if we buy products claimed to minimise harm to the planet and the environment. Again, younger generations lead the way as higher shares of Generation Z (39 percent) and Millennials (42 percent) are willing to pay for sustainability compared to Gen. X (31 percent) and Baby Boomers (26 percent). This sum will continue to grow exponentially as more Millennials reach peak buying power. According to Chicago-based Nielsen's 2019 "Protein Proliferation" report, 19% of consumers surveyed said that they intended to increase their consumption of meat and seafood more than any other protein group. Green is the new black: why retailers want you to know about their green credentials. This indicates an opportunity for consumer-goods brands that have already built a high level of trust with consumers to evaluate where best to introduce sustainable products into the market to drive growth, says Carol Gstalder, senior vice president, Reputation & Public Relations Solutions, Nielsen. Some brands are even moving beyond simply eco-friendly and now seek to claim their products are climate-neutral. A survey of 51 retail senior-level . The latest IAG New Zealand Ipsos poll found almost four out of five people (79%) say climate change is an important issue for them, the same number as last years poll. Climate-friendly defines products that reduce damage specifically to the climate. This page does not exist in [x], feel free to read the page you are currently on or go to the [x] homepage. Defending and preserving our planet is not only the right thing to do, its good business. Nielsen's 2015 Global Corporate Sustainability Report has revealed that brands showing a commitment to sustainable practices are receiving support from consumers, who are willing to pay more for . tel. For example, one study found Spanish consumers were willing to pay 22-37 per cent more for green products, but Japanese consumers were only willing to pay 8 per cent to 22 per cent more for . This page does not exist in [x], feel free to read the page you are currently on or go to the [x] homepage. In the past year alone, sales of consumer goods from brands with a demonstrated commitment to sustainability have grown more than 4% globally, while those without grew less than 1%. Broadcasting sustainability would capture an untapped consumer base but also sow distrust, said Pete Davis, CEO and Co-Founder of GreenPrint. I don't dream of a world with 99 cent hamburgers available at any roadside fast food place. A new study, looking at the sales from 2013 to 2018 of products marketed as sustainable, finds the conventional wisdom isnt true. 1901), Lexpertise universitaire, lexigence journalistique. That said, some of those categories saw high growth in sustainability-marketed products sanitary napkins and laundry care were among the highest, at 150%. Register in seconds and access exclusive features. to incorporate the statistic into your presentation at any time. 50% of CPG growth from 2013 to 2018 came from sustainability-marketed products. Our own 2019 report, " The State of Consumer Spending: Gen Z . For this reason, the demand for sustainable foods is growing in the market. Consumers from 60 countries were surveyed for this report. For fifteen years, Rudominer has operated on the front lines and behind the scenes of numerous communications campaigns, providing strategic counsel to public officials, corporations, trade associations, and non-profits. Says Gstalder: While marketing good deeds is encouraged and expected by consumers, authenticity and credibility are essential. A 2015 global online survey by Nielsen reflected Brabeck-Letmathe's comments, with research showing that 66 percent of the 30,000-plus respondents said they would be willing to pay extra for . 28 Feb 2023 --- Sustainability factors are increasingly influencing the purchasing behavior of European consumers, according to a study published by crop nutrition company Yara International via IPSOS. As a Premium user you get access to background information and details about the release of this statistic. An online survey of more than 1,000 consumers took place in July and found 68% of respondents said they were willing to pay more for sustainable products. Im seeing quite a few climate-friendly products at the supermarket. Zach Harris Using multiple communication methods is important to demonstrate good deeds, such as third-party validation (news coverage), annual reports, affiliation with a respected non-profit or civic organization, employee volunteerism, advertising, or reporting actual work in the community on a web site. More than half (56%) of Americans would use a credit card that could calculate and offset the environmental footprint of products purchased. According to a June 2014 Nielsen study , 55% of global online consumers "are willing to pay more for products and services from companies that are committed to positive social and environmental impact." In fact, as early as 1992, the European Commission established the EU Ecolabel , a Europe-wide voluntary environmental labeling scheme that . "Share of Consumers Who Were Willing to Pay More for Sustainable Goods in China as of November 2022, by Category. Sales of consumer goods from brands with a demonstrated commitment to sustainability have grown more than 4% globally, while those without grew less than 1%. Why cities should be fully recognized stakeholders within the UN system, This Architect Says Sustainable Timber Could Be The Future Of Our Cities, 3 solutions helping net-zero aviation take off, is affecting economies, industries and global issues, with our crowdsourced digital platform to deliver impact at scale. Attitudes towards sustainability also vary by industry when measuring its importance as a purchase criterion, from 74 percent in Energy/utilities to 44 percent in Financial services. Sustainable materials cost more to grow and manufacture, reputable third-party certifications add further costs and using organic materials is more expensive than alternatives such as mass-produced chemicals. Seek to claim their products are growing quickly in almost all CPG categories laws can be changed must invest innovate. 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