Post on 29-Aug-2021
Why Now and HowOpen Webinar
26 November 2019
2
Eric WhanDirector, GlobeScan
Introductions
Cristianne CloseGlobal Markets Practice
Leader, WWF
Douglas SaboVP, Head of Global
Corporate Responsibility
& Sustainability, Visa
Anna Maria RugarliSustainability &
Responsibility Senior
Director EMEA,
VF International
3
Agenda for Today
Healthy & Sustainable Living
1. Why Now
2. How
3. Discussion and Q&A
4
The tyranny of ‘or’
5
• Representative online
samples of approximately
1,000 adults per country in
each of 25 countries
• Samples representative of
online population, weighted to
gen-pop census
• Online surveying between April
and May 2019
Methodology
Why Now
7
28
36
40
40
50
52
54
55
56
58
58
60
60
62
62
62
66
67
Transnational migration
State of global economy
Unequal treatment of women
Mental health problems
Spread of human diseases
Gap between rich and poor
Not enough food to feed people
Human rights abuses
Loss of biodiversity
Shortages of fresh water
Extreme poverty
Single-use plastic waste
Air pollution
Depletion of natural resources
Corruption
Climate change / global warming
Environment/pollution
Terrorism
The environment, climate change, and resource depletion are top concerns for consumersSeriousness of Global Problems, “Very Serious,” Average of 25 Countries, 2019
T1. For each of the following possible global problems, please indicate if you see it as a very serious, somewhat serious, not very serious or
not at all serious problem.
R19_1
8
65
6160
40
50
60
70
80Environment/pollution
Depletion of natural resources
Climate change / global
warming
Shortages of fresh water
Air pollution
Single-use plastic (new)
Loss of biodiversity
R19_1a_trk
Escalation of environmental concern“Very Serious,” Average of 17 Countries,* 2001–2019
*Includes Australia, Brazil, Canada, China, France, Germany, India, Indonesia, Italy, Kenya, Mexico, Nigeria, Russia, Spain, Turkey, UK,
and USA. Not all countries were asked in all years. This question was previously asked in GlobeScan’s Radar research programme, using
an in-person and telephone methodology.
Q1. For each of the following possible global problems, please indicate if you see it as a very serious, somewhat serious, not very
serious or not at all serious problem.
58
9
66%
42%
32%
-4%-8-12
-20
0
20
40
60
80
Science/academic
institutions
NGOs
UN
Large charitable
foundations
Fellow citizens
Global companies
National government
Press/media
*Includes Australia, Brazil, Canada, China, France, Germany, India, Indonesia, Kenya, Mexico, Nigeria, Russia, South Korea,
Spain, Turkey, UK, and USA
Not all countries were asked in all years.
R19_2_trk
30%
Trust in Institutions, Net Trust,* Average of 17 Countries,* 2001–2019
A widening gap in trust
10
63
30
40
50
60
70
*Includes Argentina, Australia, Brazil, Canada, China, France, Germany, India, Indonesia, Italy, Mexico, Nigeria, Russia, South Korea, Spain, Turkey, UK,
and USA. Not all countries were asked in all years. This question was previously asked in GlobeScan’s Radar research programme, using an in-person
and telephone methodology.
Governments Should Require Large Companies to Work toward a Better Society
Agree (“Strongly Agree” and “Somewhat Agree”), Average of 18 Countries,* 2002-2019
Growing support for regulating corporate responsibility
11
Inclination to reward companies is increasingAverage of 16 Countries,* 2001–2019
T7. Over the past year, have you considered rewarding a socially responsible company by either buying their products or speaking positively about the
company to others? Would you say you have...?
30
34
0
5
10
15
20
25
30
35
Rewarded
Considered rewarding
*Includes Argentina, Australia, Brazil, Canada, China, France, Germany, India, Indonesia, Mexico, Nigeria,
Russia, Spain, Turkey, UK, USA. Not all countries were asked in all years. This question was previously asked
using an in-person and telephone methodology.
R19_7_trk
12
Very few consumers say they currently live a completely healthy and sustainable lifestyleCurrently Living a Healthy and Sustainable Lifestyle, Average of 25 Countries, 2019
Q12a. Thinking of your life overall (especially what you eat, what you buy, how you go from place to place and how you consume energy), to what extent do
you think you are living in a way that is good for you, good for others and good for the environment, all at the same time?
Completely
6
Mostly
31
Moderately
47
A little
14
Not at all
2
R19_12ac
13
Cristianne CloseGlobal Markets Practice
Leader, WWF
Douglas SaboVP, Head of Global
Corporate Responsibility
& Sustainability, Visa
Anna Maria RugarliSustainability &
Responsibility Senior
Director EMEA,
VF International
What signals are you detecting?
How
15
Cost and lack of leadership are the main barriers to becoming healthier and more sustainable globallyBarriers to Improving Lifestyle to Be More Healthy and Sustainable, Total Mentions,
Average of 25 Countries, 2019
Q13. What is preventing you from living in a way that is good for you, good for other people, and good for the environment? Please select 3 things from
the following list in order of importance, with 1 being the most important, 2 the second most important, and 3 the third most important.
Leadership
Convenience
Motivation
Cost
Information
49
47
31
27
25
22
21
18
18
18
16
9
Too expensive
Not enough government support
Not enough business support
I'm not sure how
I like the way I live now
Not enough NGO/charity support
Other people not doing it
Don't trust what I read/hear
Inconvenient
Won't make any difference
I don't have time
I'm not personally concerned
16
Healthy eating and ethical consumption are most connected to healthy and sustainable livingDrivers of a Healthy and Sustainable Lifestyle, Individual Actions/Attitudes,
Average of 25 Countries, 2019
17
Healthy eating and ethical consumption are most connected to healthy and sustainable livingDrivers of a Healthy and Sustainable Lifestyle, Individual Actions/Attitudes,
Average of 25 Countries, 2019
18
Consumers need help with altruism, organics and packagingDrivers of a Healthy and Sustainable Lifestyle, Individual Actions/Attitudes,
Average of 25 Countries, 2019
19
31
32
33
33
39
40
41
41
41
41
42
42
42
44
45
Third-party certification
Informing on how to live healthier
Informing on living in environmentally friendly way
Advocating for better policies/behaviors
Treating employees fairly
No energy/materials wasted in operations
Open about impacts of products/services
Same price for socially/environmentally friendly products
Investing in science/R&D
Affordable products/services
Reducing negative environmental impacts
Protecting privacy of personal data
Reducing impacts on climate change
Products/services that last a long time
Eliminating harmful ingredients
Q17. Now I would like to ask you how [INSERT SECTOR] can help you live in ways that are good for you, good for other people, and good for the environment.
Please rate each of the following actions as very helpful, somewhat helpful, a little helpful, not very helpful, or not at all helpful…
Consumers say eliminating harmful components and making products more durable are key enablers for healthier and more sustainable livingHelpfulness of Actions to Enable Healthy and Sustainable Living, “Very Helpful,” All Sectors,
Average of 25 Countries, 2019
R19_14abc2_likert
Products/services
Operations
Communications/advocacy
20
4
8
10
14
9
13
19
22
23
19
17
27
32
37
28
Baby
Boomers+
(55+)
Gen X
(45-54)
Millennial
(25-44)
Gen z
(18-24)
Total
All of the time
Most of the time
14
22
18
11
6
30
34
33
29
23
44
56
51
40
29
Strongly agree
Somewhat agree
9
16
23
26
19
31
34
37
38
35
40
50
60
64
54
A great deal
A fair amount
16
24
33
36
27
40
39
39
39
40
56
63
72
75
67
A great deal
A fair amount
Frequency of Feeling
Stressed or Anxious
Feel Guilty about Negative
Impact on the Environment
Brand Loyalty Motivated
by Being Part of Movement
Bigger than Myself
Brand Loyalty Motivated by
Making Positive Impact in
Community/World
HSL19_10_11ab
By Age, Average of 25 Countries, 2019
Young people are more anxious and guilty about environmental impact; their
brand loyalty is motivated by being part of larger movement and positive impact
21
Consumer SegmentationAverage of 25 Countries, 2019
Sustainable Living
Advocates
Higher consumerism
Lower consumerism
Less Social/environmental concern
Aspirationals
Practicals
45%
33%
22%
Healthy and sustainable lifestyle lower priority
Healthy and sustainable lifestyle higher priority
More Social/environmental
concern
22
Consumer SegmentationAverage of 25 Countries, 2019
Sustainable Living
Advocates
Higher consumerism
Lower consumerism
Less Social/environmental concern
Aspirationals
Practicals
45%
33%
22%
Healthy and sustainable lifestyle lower priority
Healthy and sustainable lifestyle higher priority
More Social/environmental
concern
23
Many consumers cannot name a company or brand that helps them live a healthy and sustainable lifestyle, particularly in wealthy marketsSpontaneously Mentioned Company/Brand Enabling Healthy and Sustainable Living,
“Don't know / Not sure / Can’t remember,” by Country, Total Combined Mentions, 2019
Q15. Please name a specific company or brand that helps you live in a way that is good for you, good for other people, and good for the environment; Q15bt. Some
companies and brands are thinking about their overall purpose. That is, how they can make a positive difference in society through their products, services, and
operations in a way that enables them to be financially successful. Can you think of a company or brand that comes to mind as having a strong purpose in this way?
HSL19_15_dkna
56% 44%Able to name
a company
that helps
Can't name a
company that
helps
56% 44%
24
How can companies be most effective?
Cristianne CloseGlobal Markets Practice
Leader, WWF
Douglas SaboVP, Head of Global
Corporate Responsibility
& Sustainability, Visa
Anna Maria RugarliSustainability &
Responsibility Senior
Director EMEA,
VF International
25
Discussion and Q&A
Eric WhanDirector, GlobeScan
Cristianne CloseGlobal Markets Practice
Leader, WWF
Douglas SaboVP, Head of Global
Corporate Responsibility
& Sustainability, Visa
Anna Maria RugarliSustainability &
Responsibility Senior
Director EMEA,
VF International