Kantar’s recent survey of 80,000 people worldwide found that consumers’ behaviour towards the environment is influenced by other people, rather than brands or media influencers.
With nearly 50% of those surveyed feeling personally impacted by environmental problems, Kantar’s report states FMCG brands could invest in eco-solutions to pursue “eco active” consumers. While only 20% have classified themselves as “eco-actives”, packaging is the top concern among most consumers.
Of those polled, 52% want packaging that is 100% recycled, while 46% wished to see biodegradable packaging. Further, since the start of COVID-19, 16% of consumers say they are focusing on more green initiatives.
Buying products with reduced packaging matters to 87.5% consumers. Manufacturers are seen as the most important stakeholders by 37% of consumers to limit environmental damage. However, only 22% of consumers could name a manufacturer excelling at sustainable initiatives.
[2 minute read]