That 34% of consumers see themselves as more sustainable than average – compared to just 13% who say they’re less sustainable than average – illustrates the reality of sustainable consumption today. Consumers are generally satisfied with their efforts and feel like they’re doing their part, which makes it difficult for companies whose success depends on significant behaviour changes.
The economy isn’t helping, either. Affordability remains an issue, while GDP and the labour market are struggling. Consumers are prioritizing those budgetary concerns over long-term worries about sustainability and climate change.
That said, there is a threat for companies that don’t take steps on sustainability. While activism is relatively uncommon, consumers may decide to cut back on consumption as their way of supporting sustainability (and their own budgets) simply by buying less.
The opportunity is to concentrate on simple, obvious messaging that focuses on consumers’ incremental sustainability improvements that have a tangible impact but don’t require significant sacrifice on their part.
This report looks at the following areas:
- How the economy ultimately impacts consumers’ sustainable behaviours
- Consumer perceptions about sustainability responsibilities and an evaluation of their own efforts
- The top concerns consumers have about sustainability and where they get their information
- The actions consumers take to support sustainability in the market
- How brands are getting their sustainability message across
The most effective sustainability tactics will be the ones that are simple and obvious to consumers – especially in an economy where budgets are tight.
Scott Stewart, Associate Director, Lifestyles & Retail
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Executive Summary
- What you need to know
- What consumers want and why
- Market predictions
- Opportunities
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The Market
- Market drivers
- Greenhouse emissions in Canada have rebounded since COVID, but remain below peak
- Graph 1: total greenhouse gas emissions, 1990-2022
- Despite limiting GHG increases, the temperature in Canada is rising
- Graph 2: temperature departure from 1961-90 reference value, 1948-2023
- Oil & gas and transport are the biggest contributors to greenhouse gases
- Graph 3: greenhouse gas emissions by economic sector, 1992-2022
- Transportation is in the spotlight
- Canada’s carbon pricing could affect consumer behaviour
- A new sustainability challenge: AI
- Market context
- The economy is not in a strong position
- Canadians’ budgets remain tight
- Graph 4: current financial situation, 2020-24
- Climate change is not a top concern – and ranks far below rising prices
- Graph 5: top concerns over the next six months, 2022-24
- A price comparison: t-shirts
- A price comparison: vehicles
- Energy price trends can make consumers more aware of consumption
- Graph 6: consumer price index, 2021-24
- Ideally, sustainability shouldn’t be a function of the economy – but it is
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Consumer Insights
- Consumer fast facts
- Consumer fast facts (continued)
- Who’s responsible for sustainability
- Consumers believe companies are responsible for improving sustainability
- Graph 7: who is the most responsible for improving sustainability, 2024
- Most consumers want more from companies
- The transportation industry stands out in the eyes of consumers
- Graph 8: industries perceived to create the most greenhouse gases (select up to three), 2024
- Many Canadians are on board with government sustainability efforts
- Graph 9: attitudes towards government sustainability initiatives (% agree), by self-described political beliefs, 2024
- Consumers want companies to improve – but are they willing to do their part?
- Self-evaluation of sustainability
- Sustainability is a collective effort
- Few consumers are looking to make major improvements
- Consumers are generally satisfied with their efforts
- A challenge for companies: fixing what isn’t broken
- Gen Zs and newer Canadians are more confident in their sustainability
- Graph 10: more sustainable than average (NET), by generation, 2024
- Graph 11: more sustainable than average (NET), by time in Canada, 2024
- Behaviours don’t entirely align with attitudes
- Graph 12: frequency of buying clothing – at least once per month, by generation and time in Canada, 2024
- Those consumers are also driving more demand for imports
- Graph 13: self-described “international” shopper, by generation and time in Canada, 2023
- Higher spenders are also confident in their sustainability efforts
- Graph 14: more sustainable than average (NET), by financial situation, 2024
- Sustainability solutions need to fit within consumers’ existing attitudes
- Concerns about sustainability
- Consumers are primarily concerned about waste
- Graph 15: most concerning aspects of sustainability (select up to three), 2024
- Even the most sustainable consumers are focused on waste
- Graph 16: most concerning aspects of sustainability (select up to three), by sustainability compared to average, 2024
- A focus on waste means consumers prioritize the end of the product lifecycle
- Giving people a way to reduce their waste will stand out
- You don’t know what you don’t know
- Higher-income consumers are the most concerned about the waste they create
- Graph 17: most concerning aspects of sustainability (select up to three) – the waste a product creates after I’m finished with it, by household income, 2024
- Priorities could change: younger generations have a more balanced perspective
- Graph 18: most concerning aspects of sustainability (select up to three), Gen Z vs Baby Boomers, 2024
- For companies, getting noticed and making a difference aren’t always the same thing
- Sources of information about sustainability
- Consumers are confident, but still want help with sustainability
- Consumers aren’t putting time into research
- Consumers look at a product to determine its sustainability
- Graph 19: ways of learning about how sustainable a product is, 2024
- Packaging can be a signifier
- Word of mouth is gaining momentum
- Graph 20: ways of learning about how sustainable a product is, by generation, 2024
- Social media is an opportunity, but also a threat
- Theo Chocolate shows how to keep messaging simple
- Allbirds also has a simple message: its shoes are made from trees
- Sustainability activism
- Only half of consumers have altered behaviour depending on sustainability
- Graph 21: actions taken in the past 12 months, 2024
- The risk of unsustainability…
- Graph 22: negative actions taken in the past 12 months, 2024
- …and the opportunity of sustainability
- Graph 23: positive actions taken in the past 12 months, 2024
- Avoiding a win-win sustainability solution that would hurt the market: people stop buying stuff
- Gen Z is more likely to take action – especially on social media
- Graph 24: actions taken in the past 12 months, by generation, 2024
- Gen Z’s social media usage makes them a consumer group with reach
- Putting sustainability activism into perspective
- Consumers’ sustainability across categories
- Consumers are more interested in improving sustainability in certain categories
- Graph 25: self-evaluation of sustainability across categories, 2024
- Home energy solutions have more potential than water usage reduction
- Graph 26: self-evaluation of sustainability across categories – home water and energy, 2024
- It’s easy to invest in a more efficient home
- Older consumers are more confident that their homes are sustainable
- Graph 27: self-evaluation of sustainability across categories (“I am satisfied with my sustainability”) – home water and energy, by generation, 2024
- LG’s washing machine messaging gets straight to the point
- A reminder that sustainable consumption is all about perspective
- Most consumers feel their clothing/footwear consumption is sustainable
- Graph 28: self-evaluation of sustainability across categories – clothing/footwear, 2024
- Donating unwanted clothes supports a sense of sustainability
- Two reasons why clothing/footwear may still avoid scrutiny
- Remove guilt from buying new clothing
- Arc’teryx is happy if its consumers buy clothing less frequently
- Consumers are more comfortable with their commuting than their travel
- Graph 29: self-evaluation of sustainability across categories – transportation/travel, 2024
- Baby Boomers believe their transportation habits are sustainable
- Graph 30: self-evaluation of sustainability across categories (“I am satisfied with my sustainability”) – transportation/travel, by generation, 2024
- Transportation and travel are known issues, but lack viable alternatives
- Via Rail used Earth Day to promote train travel
- Animal-based food and drink are the larger concerns
- Graph 31: self-evaluation of sustainability across categories – food and drink, 2024
- Educate consumers on the nuances of sustainability
- Egg Farmers are explaining their role in sustainability
- Household care is an area of improvement for consumers
- Graph 32: self-evaluation of sustainability across categories – BPC, tech and household care, 2024
- Multi-brand companies should prioritize household care
- Target moms with sustainable household care products
- Graph 33: self-evaluation of sustainability across categories (“I am satisfied with my sustainability”) – household care products, by parental status and gender, 2024
- Seventh Generation highlights mom-focused messaging
- Digital tech could start getting more scrutiny
- Graph 34: self-evaluation of sustainability across categories – digital tech hardware, by generation, 2024
- Google is using recycled plastic and plastic-free packaging
- Despite some generalities, sustainability varies across categories
- Willingness to sacrifice for sustainability
- Consumers are open to change, but reluctant to spending more
- Gen Z is willing to pay more for sustainability
- Graph 35: “In general, I’m willing to…” % agree, by generation, 2024
- Reasons for optimism and pessimism about Gen Z’s willingness to pay
- As usual, the truth will be somewhere in the middle
- Healthier finances means greater willingness to pay
- Graph 36: “In general, I’m willing to pay more for a sustainable product”, % agree, by current financial situation, 2024
- People in tighter financial situations are willing to change, but not to pay
- Graph 37: tight or struggling/in trouble, 2024
- An opportunity to highlight the savings that sustainability can offer
- Consumers will gravitate towards creative, cost-free solutions
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Competitive strategies
- Launch activity and innovation
- Getting back to basics: clay cups
- Ford is installing home EV chargers for free
- Zillow now provides climate risk information to home buyers
- Marketing and advertising
- Nestle encourages coffee drinkers to save energy
- Organic Valley creates really big, really green ads
- Segway gamifies sustainability
- Partnerships can help brands get straight into sustainability
- Brands can differentiate by creating an alternative position
- Opportunities
- Be simple and salient
- In summary: key implications and recommendations
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Appendix
- Consumer research methodology
- Consumer research questions
- Consumer research questions: crosstabs and curated questions
- Consumer qualitative research
- Generations
- Abbreviations and terms
- Household expenditure per capita is negative in four of the past five quarters
- Graph 38: quarterly change in real household final consumption expenditure per capita, 2022-24
- Unemployment dipped in September, but remains high
- Graph 39: unemployment rate (seasonally adjusted), 2022-24
- Interest rates are declining, but are still higher than what consumers got accustomed to
- Graph 40: interest rate (bank rate), 2021-24
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