Global: Up to half of Americans and Britons are now trying to buy ethically

Cheryl Kar
July 20, 2021, 12:45 PM UTC

Drastic changes in climate conditions have become rampant across many countries in the last few years. And new data gathered by YouGov shows just how concerned the global public have become about the phenomenon.

According to our data – gathered from 17 markets around the world - two-thirds of global consumers say that they are worried about climate change (66%). While consumers in Mexico topped the list of those most concerned (85%), those in Italy (79%), Spain (78%) and India (77%) are not too far behind.

Our data shows significant variations in the European market. Italy and Spain rank second and third in the global list of consumers most worried about climate change, Britons finish ninth, while Danes and Swedes emerge far below. However, it’s worth noting that in both countries, more than half of the general population are concerned about climate change. Consumers in the US are about as likely as these Nordic consumers to show concern (57%). 

We dug deeper into the American and British market to understand if consumers here try to buy products only from Responsible Companies - companies that are socially and environmentally conscious. Our data reveals that Americans (46%) are more supportive of responsible companies than Britons (41%). The data also highlights that while Gen Zers (born 2000 and later) in Great Britain are more likely to opt for responsible companies, in the US, it’s Millennials (born 1982-1999) who take the lead in purchasing from environmentally and socially conscious companies.

Overall, it’s clear that there are rewards on offer to brands which manage to establish a reputation for being socially and environmentally responsible - and as climate change increases, so could the size of the market these brands can address.

Receive monthly topical insights about the retail industry, straight to your inbox. Sign up today.

Discover more retail content  here

Start building a survey now with YouGov Direct

Methodology: The data is based on the interviews of adults aged 18 and over in 17 markets with sample sizes varying between 511 and 2101 for each market. All interviews were conducted online in May 2021. Data from each market uses a nationally representative sample apart from Mexico and India, which use urban representative samples, and Indonesia and Hong Kong, which use online representative samples.