Introduction

Our latest market research study, The Green Brand, offers key insights into how eco-conscious adults view and respond to sustainability. across major global regions. This research is a must-read for brands looking to tap into the growing interest in environmental responsibility.

Who We Studied

We focused on adults aged 18 and up in key areas: the United States, the United Kingdom, and eight countries in Asia (China, Japan, Singapore, India, Thailand, Indonesia, the Philippines, and Vietnam). All respondents were aware of sustainability and believed Climate Change was a real phenomenon.

What We Explored

• Public and Consumer Efforts: How do people perceive efforts by governments and consumers to tackle environmental issues?
• Environmental Priorities: What ecological concerns top the list for individuals?
• Behavior Changes: Are people altering their lifestyles because of environmental worries?
• Corporate Impact: How do consumers view the role of businesses in addressing environmental challenges?
• Eco-Friendly Products: Is there a growing interest in products that are kind to the planet?

Why It Matters

For brands operating in these regions, understanding consumer attitudes toward sustainability is crucial. This report not only sheds light on these attitudes but also offers a roadmap for creating a Corporate Social Responsibility (CSR) program or tailoring growth strategies to meet regional expectations.

Key Findings

• Growing Concern and Prioritization: Across all surveyed regions, there is a notable trend toward prioritizing environmentally friendly products and brands. Consumers are increasingly concerned about environmental issues such as climate change, pollution, and deforestation.

To access these statistics, please download the complete report here.

• Regional Variations: While sustainability is universally valued, priorities vary across regions. The report shows the differences in emerging markets like India and the Philippines, where consumers prioritize affordability alongside sustainability, in contrast with developed economies such as the United Kingdom.

• Influence of Brand Reputation: The reputation of brands plays a significant role in shaping consumer perceptions of sustainability. Consumers view companies with established track records of environmental stewardship more favorably.

• Impact of Information Accessibility: The proliferation of social media and increased access to information has empowered consumers to make more informed purchasing decisions. Brands are under greater scrutiny, necessitating greater transparency and accountability in their sustainability practices.
• Role of Government Regulations: Government policies and regulations shape consumer behavior toward sustainability. Countries with stringent environmental laws tend to have more conscientious populations about sustainable consumption practices.

Global Attitudes Toward Sustainability

• Environmental Concerns: Consumers across all surveyed regions express growing concerns about environmental issues such as climate change, pollution, and deforestation.

• Desire for Sustainable Solutions: There is a growing demand for products and services that minimize environmental impact while delivering performance and value across various industries.

• Willingness to Pay a Premium: Despite the perception of higher costs, consumers in some countries are willing to pay more for environmentally friendly alternatives, viewing sustainability as a value proposition.

Download the complete report to discover which countries prioritize sustainable products. 

• Influence on Brand Loyalty: Sustainability initiatives directly impact brand loyalty, with consumers more likely to support companies demonstrating a commitment to environmental responsibility.

• Call for Corporate Accountability: Consumers expect greater accountability from corporations in addressing sustainability challenges, emphasizing the importance of transparent reporting and tangible actions towards reducing carbon footprint.

Additional Resources

In addition to global and specific country statistics, the Green Brand includes ten country fact sheets providing comprehensive information on the sustainability standards of each country. 

These fact sheets serve as invaluable resources for brands entering or doing business in these ten countries, offering insights into local sustainability practices, regulations, and consumer behaviors.