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- Global Outlook on Sustainability: A Consumer Study 2024-25
Mintel’s Global Outlook on Sustainability: A Consumer Study 2024-25 is the world’s leading consumer sustainability study, which tracks environmental and social priorities, purchasing, behaviours and engagement across the world’s largest economies.
Understanding what consumers want and why in a sustainably-conscious world
Sustainability is the most critical issue concerning brands. Our ongoing study has revealed the emergence of a more resource-conscious consumer – one who is increasingly seeking sustainable solutions that deliver efficiency and economy.
This consumer sustainability report is designed to provide businesses with insights and inspiration on how best to position and prioritise their products market-by-market in a more sustainably-conscious world. Consumer-facing businesses and their customers are integral to achieving sustainability targets, so we provide the intelligence you need to understand changing consumer behaviours and how best to respond to consumers’ changing environmental and social priorities and behaviours.
10,000 respondents, 10 leading economies
This ten-nation global study has been tracking and surveying 10,000 consumers’ sustainability sentiments, behaviours and attitudes each year since 2021 to help you succeed in meeting their expectations and communicate to them correctly.
This year’s report delivers our findings across over 50+ interactive data charts and offers inspiration in the form of best-in-class product innovations, initiatives and campaigns.
What’s happening in your sector?
This year, our analysts have taken a closer look at specific consumer-facing sectors, to give you a deeper insight into how sustainability is impacting consumers in the Food & Drink, Beauty & Personal Care, and Household Care industries. These focused reports look at the top 25% of engaged category buyers in each sector and their sentiments and behaviours in regard to sustainability, and benchmark this against the general population. The report will look at how optimistic and engaged this group feel and their leading environmental concerns. It features detailed Mintel GNPD product launch analysis, looking at the growth in ethical and environmental claims globally with hand-picked examples from our industry experts. It will also highlight major opportunities, in actions and communications required, for brands in the future.
These sector-specific reports are available to purchase with the core report. Each add-on report contains:
- Tailored analysis focusing on key category buyers benchmarking against all consumers
- Analysis of leading claims and markets on GNPD
- Hand-picked products that illustrate brands’ claims globally
- Analysis from our global sector experts
If you would like to purchase an add-on report, simply select your chosen industry when adding this report to your cart. If you are interested in purchasing a combination of add-on reports, please speak to a member of our sales team.
Sustainability consulting with Mintel: Interactive Q&A available
When purchasing Mintel’s Global Sustainability Outlook, you also have the opportunity to book a one-hour Key Findings + Q&A presentation* that will be delivered by one of our sustainability consultants, either remotely or in person.
Presentations are available for the core report version and sector-specific versions. The presentation will build on the report to add:
- Analysis on how key category buyers compare against all consumers
- Key sector-specific product and campaign examples and GNPD launch data
* Presentation not available for companies based in the APAC region unless specifically requested. This must be confirmed by the Mintel Consulting team. Contact us for further information.
Meet The Expert
Mintel’s Global Outlook on Sustainability: A Consumer Study 2024-25 is written by Richard Cope. Richard is a graduate of the University of Cambridge Institute for Sustainability Leadership (CISL) programme and has authored Mintel’s Global Outlook on Sustainability report since 2021. He has two decades of experience in market research, macro trends and futurology and is a regular event speaker, podcaster and media commentator. He works in Mintel’s Consulting team on foresight and sustainability projects.
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Introduction
- A changed world but one worth saving
- A note on innovation
- A note on Carbon Dioxide metrics
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Part 1: The Year in Sustainability: How we’re feeling
- Deniers of human induced climate change are in the minority
- Figure 1:1 Belief in – and denial of – human induced climate change, 2024
- Climate change is a growing concern
- Figure 1:2 Consumers ranking climate change as a top 3 environmental concern, 2021-24
- Climate change: experience exposes and engages people
- Figure 1:3: Consumers who believe that the country where they live is suffering from climate change, 2021-24
- Global surface temperature increases, 1850-2023, Copernicus
- Extreme temperature events, 1970-2030, UNDRR
- Climate change as existential threat: extreme weather events and disasters
- Figure 1:4: Consumers agreeing “Extreme weather events in the country where I live (eg flooding, heatwaves) encourage me to personally do more activities to protect the environment”, 2022-24
- Uninsurable America
- Turbulent times in aviation
- Deaths by disaster type, 2003-22, UNDRR
- The economic impact of climate change on damage, productivity and tourism
- Cooling clothes
- AI weather warnings
- Disaster events, 1970-2030, UNDRR
- The heat goes on
- North America United by fire
- Americans move into disaster zones
- Redesigning cities for a warming world
- Cool down culture in Madrid
- Climate change as public health threat
- Figure 1:5 Consumers owning and aspiring to own air conditioning, 2024
- Scientific scenarios for mortality in relation to “noncompensable heat stress”
- Dengue starts to bite
- Plastic: the enemy within our bodies
- Consumer Concerns in Context
- Figure 1:6 Consumers top three environmental concerns, 2021-24
- Plastic pollution: deadly but deprioritised
- Figure 1:7 Consumers citing plastic pollution as an environmental concern, 2024
- Annual plastic emissions to 2050, CIEL
- Plastic Overshoot Day, 2024
- Europe legislates against waste
- LEGO’s struggles to build a future away from plastic
- Vinyl’s greener grooves
- Consumers exposed to the risks of resource shortages
- The Global Risks Interconnections Map, WEF
- Business as usual water stress projections, 2040, WRI
- Reducing America’s dishwashing footprint
- El Niño dries the Amazon
- Figure 1:8 Consumers citing water shortages as a top environmental concern, 2024
- Seawater solutions for beer
- Food Shortage concerns rise with prices
- Food and food commodity price indices, 2021-24, UN FAO
- Figure 1:9 Consumers citing food shortages as an environmental concern, 2024
- Climate change hits crop production
- EU production of cereals, 2012-22, EU
- Number of drought events, 1970-2030, UN
- Temperature and crop predictions, NASA
- Chemicals are forever but under the radar
- Figure 1:10 Consumers citing chemicals entering the environment as an environmental concern, 2024
- Using AI to mitigate chemical use
- Using AI to protect British Bees
- Deforestation: progress and deprioritisation
- Figure 1:11 Consumers citing deforestation as an environmental concern, 2024
- Palm Oil Alternatives
- Loss of biodiversity on land and sea
- Movement of carbon between land, atmosphere and oceans, WRI
- Coral care suncream
- The crisis of consumer confidence Part 1: time running out
- Figure 1:12 Consumers agreeing “If we act now we still have time to save the planet”
- Are our prospects that bleak? The views of the IPCC and Climate Action Tracker
- GHG emissions reductions needed to keep 1.5 degrees within reach, WRI
- What do different temperature scenarios mean?
- What’s the progress from COP28?
- CAT Warming Projections to 2100
- Planet Earth’s Energy Progress Report: must do better, richer and faster
- Bloomberg NEF net-zero pathways
- Signs of good news: Have power – and China – passed peak emissions?
- A global green arms race
- Consumers and the Political Issues
- Fossil fuels: a moral issue for half of us
- Figure 1:13 Consumer attitudes towards fossil fuels, 2024
- Figure 1:14 Consumers’ leading political attitudes, 2024
- The climate culpability reality gap: emitters refuse to take responsibility
- Territorial Emissions in CO2, 2022, Global Carbon Atlas
- Figure 1:15 Consumers agreeing “I believe that the country where I live is contributing to climate change”, 2021-24 and countries’ annual CO2 emissions
- Annual percentage change in CO2 emissions, 2022
- Cumulative historic CO2 emissions, 2022
- Per capita emissions, 2022
- GDP per capita versus consumption-based emissions
- Charging for the true cost of carbon
- Figure 1:16 Consumers agreeing that “The more harmful a product’s production process is to the environment, the higher the price should be”, 2022-24
- Supermarkets marketing and charging the truth
- Consumers are against hiding emissions in Trade
- Figure 1:17 Consumers agreeing that “Countries importing goods that have been made elsewhere should take responsibility for any damage to the environment they have caused in their production compared with CO2 Emissions embedded in trade (%)
- Reducing emissions in a new age of sail
- Hire me: growing interest in green jobs
- Figure 1:18 Consumers saying they’d like to work in a job that helps to fight climate change, 2022-24
- Broadening the definition of ‘working to fight climate change’
- Corporate collective cultures to mobilise employees
- Conservation resonates above talk of “biodiversity”
- Italians eat the invaders
- We the people: Marine conservation wins
- Brazil’s fragrance conservation: smell it whilst you can
- From rigs to reefs, nature finds a way
- Conservation: the need to engage urbanites with nature
- Carbon Offsetting booming but rightly distrusted by consumers
- Figure 1:19 Consumers agreeing they would “prefer for companies to reduce their own carbon emissions rather than use “Carbon Offsetting” programs outside of their own area of business, 2024
- Carbon Offsetting Colonialism
- Consumers and climate change politics: dissatisfaction and disengagement
- Figure 1:20 Consumer views on “The government of the country where I live is doing enough to address climate change”, 2024
- The climate change politico culture wars
- Figure 1:21 Consumer who say they “vote for the party I think will do the most to address climate change”, 2024
- Figure 1.22: Consumers perceiving bans or limitations on diesel/petrol/gas vehicles to have a high/moderate impact, 2021-24
- Figure 1:23 Consumer who I worry that environmental policies will end up costing me more money (eg higher taxes, higher heating costs)
- The crisis of consumer confidence Part 2: Sense of impact diminished
- Figure 1:24 Consumers agreeing “My behaviour can make a positive difference to the environment”, 2021-24
- Small nudges, small steps
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Part 2: The Year in Sustainability: Behaviours and Actions
- Convenience and frugality dominate and define sustainable actions
- Figure 2:1 Sustainable behaviours in past 12 months, 2021-24
- Are consumers rejecting recycling?
- QR codes to help with hyper-local recycling
- Packaging innovations showcase
- Consumers most likely to practise efficient, economising behaviours
- Figure 2.2 Consumers who have bought fewer new clothes in past 12 months, 2021-24
- Consumers – like businesses – want an ROI from embracing “sustainability”
- Consumers look to reduce personal overshoots
- Earth Overshoot Day, 1971-2023
- Apps appealing to resource savviness
- Barilla packaging’s second life
- Proactive sustainable purchasing and behaviours are less prevalent
- Reducing consumption: Fashion
- Streamlined fashion recommerce
- Closing the loop on technology use
- Figure 2.3: Closed loop behaviours in the last 12 months, 2024
- A more efficient, durable home kitchen
- Putting food, transport and energy behaviours in context
- Emissions generation by sector, WRI
- Food Behaviours
- Consumers seek to reduce food waste
- Where food loss and waste occurs along the food supply chain, WRI
- Food waste and climate change at ‘Handling and Storage’ stage
- Balanced – rather than radically changed – diets are the realistic goal
- Figure 2:4 Dietary Classification of consumers, 2021-24
- Emissions from meat consumption
- Pet food and leather alternatives
- Countries’ taste for animal products and why reduction is key
- Figure 2.5: Consumers’ animal product behaviours, 2024
- Land use per million calories consumed, WRI
- Emissions from agriculture, WRI
- Consumers are trying to reduce animal products
- Figure 2.6 : Limited/reduced consumption in the last 12 months, 2021-24
- Flora pushes plant-based for its individuality
- Figure 2.7: Domestic food behaviours in the last 12 months, 2021-24
- Can aquaculture feed and heal the world?
- Figure 2:8 Consumers buying fish in the past week, 2024
- Projected fish catch required to meet demand, 2020-50, WRI
- Kelp growing in Europe
- Seaweed products
- The maths behind insects as a solution
- Singapore gives insects the all clear
- What’s in the basket? Consumers’ weekly shop
- Figure 2:9: Grouped grocery purchases in the past week, 2022-24
- Figure 2:10 “Which of the following grocery items have you bought in the past week (either online or in a store)?”, 2022-24
- Figure 2:11 Top Food Importers, 2024
- Regenerative home baking
- Organic purchasing has a platform to build upon
- Figure 2:12 Consumers buying organic in the past week, 2024
- Energy: Home and Transport
- The energy roadmap to net zero, 2020-50, IEA
- Home energy: consumers are part of an upwards curve
- Projected share of renewable electricity generation by technology, 2000-2028, IEA
- Global generation capacity, 2017-31, IEA
- Renewables and carbon intensity by market
- Shares of electricity production from renewables, 1985-2022, Ember
- Carbon intensity of electricity generation, 2000-2022, Ember
- Is NIMBYism a threat to renewables?
- Consumers embrace renewables and clean home utilities
- Figure 2:13 Consumers owning home utilities/hardware , 2021-2024
- The world is warming to solar power
- Figure 2:14 Solar penetration and interest by country, 2024
- Renewable electricity capacity additions by technology and segment, 2016-2028, IEA
- Kwh per square metre per day, 2023, Global Solar Atlas
- Heat pumps on the rise
- Figure 2:15 Heat pump penetration and interest by country, 2024
- The affordable heat pump for all
- Home construction: Wood is good
- Timber homes
- Transport: Electric vehicle uptake is on course
- The case for and against cars in the UK
- Quarterly electric car sales by region, 2021-2024, IEA
- Figure 2:16 Consumers owning/leasing vehicles, 2021-2024
- Figure 2:17 Electric vehicle penetration and interest by country, 2024
- Soft pedalling sustainability in EV marketing
- Ranging Free and far with electric RVs
- Batteries and cobalt Blood Diamonds
- Which demographics are “most sustainable”?
- Myth busting: young consumers are not more sustainable than everyone else
- Figure 2.18 Attitudes and behaviours of 16-24s versus all consumers, 2024
- Target the attitudes and assets of over 55s instead
- Figure 2.19 Attitudes and behaviours of over 55s versus all consumers, 2024
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Part 3: How to overcome challenges and convert consumers
- Introduction: the value/action gap
- Figure 3.1: Actions believed to be high impact versus level of implementation, 2024
- Challenge 1: How to overcome consumers’ diminished sense of impact
- Act and innovate where consumers see impact. Educate where they don’t
- Be active around the Sustainable Development Goals that resonate most with consumers
- Figure 3.2: Solutions perceived as most likely to have a “high/moderate positive” impact on the environment, 2024
- Forests: consumers prioritise conservation and cool on planting
- Nuclear power? Yes please
- Figure 3:3 People agreeing Investments in nuclear power have a ‘moderate/high’ impact, 2022-24
- Nuclear reactor capacity, 2022, IEA
- Educate consumers on where to change behaviour
- 10 solutions to mitigate climate change, WRI
- Indian tea time lessons in consumer climate action
- Buy more secondhand/used/repurposed goods instead of new ones
- France’s Indice de Réparabilité and California’s Right to Repair Act
- Make your money greener
- Educate consumers on where product impact is greatest
- Figure 3.4: Where consumers think a product’s lifecycle has the most impact, 2024
- Asserting negative footprints across lifecycle stages in fashion
- Reducing packaging’s manufacturing and distribution stage impacts in whiskey
- Reducing clothing’s microfibre impacts at the consumer usage stages
- Champion scientific progress and solutions to consumers
- Figure 3.5: Consumers agreeing that “science can provide solutions to the climate crisis”, 2024
- Tasty science: consumers value upcycled, modified and lab grown foods
- Figure 3.6: Consumers perceiving upcycling and closed loops in food to have high/moderate impact, 2024
- Genetic methane modification in cows
- Science: the need – and consumer appetite – for carbon removal
- Figure 3:7 People agreeing that carbon ‘capture’ technologies that remove CO2 from the air have a ‘moderate/high’ impact, 2024
- Change in CO2 emissions to reach net zero by 2050
- Global carbon (CO2 ) budget (2010–2019)
- Boosting natural carbon capture
- Human carbon capture solutions
- Carbon Capture Consumer Goods
- AI empowerment and efficiencies in fashion and recycling
- Science and habitat renewal: revived mammoths and corals
- Chemical Recycling for textiles
- Challenge 2: Activism is creating distrust of corporate claims and policies
- Figure 3.8: Consumers saying “Eco activism has raised my awareness of environmental issues”, 2023-24
- When activists attack: Greenpeace savages Unilever on plastic
- Greenfluencers raise consumer consciousness
- Activists and citizens are are holding governments and brands legally accountable
- Europe legislates for disclosure and accountability
- Figure 3.9: Consumers saying I don’t trust companies to be honest about their environmental impact, 2024
- Legislators catch up with greenwashers
- Death to empty eco and neutral claims in Europe
- Greenwashing and marketing’s murky waters
- Convert consumers with clear communications and metrics
- Figure 3.10: On-pack sustainability claims or labels would encourage people to buy a product, 2024
- Environmental étiquette: France’s eco labelling approach
- The rise of B-Corp#
- Challenge 3: Consumers have deprioritised sustainability in purchasing considerations
- Purchasing considerations: Consumers’ hard lines harden
- Figure 3:11 Top 5 purchasing priorities when choosing coffee for the home, 2021-24
- As consumers deprioritise sustainable considerations, so must marketers
- Give sustainable products a “human element” to match consumers’ social priorities
- Figure 3:12: Consumer top 3 social concerns, 2022-24
- Figure 3.13: Causes consumers have donated money to in the past year, 2022-24
- Environmental and human benefits: African beers and repair schools
- Figure 3:14 Social and community activities in the past week, 2024
- Put personal health first, planetary health second
- Figure 3.15: People who have exercised in the past week, 2022-24
- Green zones: position plant-based as longevity diets
- Position sustainable plant-based diets as an alternative to ultra processed foods
- Sustainable foods must win the health battle
- Converting consumers: Best in class marketing examples
- Mother nature does exist: women care and do more
- Figure 3.16: Gender differences in sustainable attitudes and behaviours, 2024
- Close: How Art can inspire change
- Conclusions: Sell sustainability for human, health and value benefits
- Figure 3:17: Most prevalent consumer groups by key behaviour drivers, 2024
- Figure 3:18: Consumer groups by age groups, 2024
- Figure 3:19: Consumer groups by gender, 2024
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OPTIONAL PART 4: Beauty and Personal Care
- Sustainability and beauty and personal care: The consumer view
- Attitudes and priorities among core beauty & personal care buyers
- Graph 1: Activities engaged in the last week, 2024
- Graph 2: Consumers top three environmental concerns, 2024
- Water and energy efficient products can save money as well as resources
- BPC packaging trends are moving in the right direction
- An overlap between clean beauty and environmental concerns
- Graph 3: Any ranking of the positive impact of individual behaviours on reducing greenhouse gases in the atmosphere, 2024
- Opportunities for upcycling in BPC
- Graph 4: Proportion of BPC launches globally with upcycled ingredient claims, January 2020 – June 2024
- Key beauty buyers’ sustainable behaviours
- Graph 5: Sustainable behaviours done in the last 12 months, 2024
- Graph 6: Proportion of global BPC launches carrying refill/refillable claims, January 2019 – June 2024
- Graph 7: On-pack sustainability claims/labels that would impact purchasing decisions, 2024
- Key BPC buyers’ attitudes towards on-pack labelling
- Sustainable beauty and personal care innovation trends
- Graph 8: Proportion of global BPC launches with ethical/environmental claims, January 2019 – June 2024
- Graph 9: Proportion of BPC launches with ethical/environmental claims, by market, January 2019 – June 2024
- Graph 10: Proportion of BPC launches with ethical/environmental claims, by market, January – June 2024
- Graph 11: Proportion of BPC launches with selected ethical/environmental claims, January 2019 – June 2024
- Graph 12: Proportion of global BPC launches with selected ethical/environmental claims, January 2019 – June 2024
- Key opportunities for beauty and personal care brands
- Appendix
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OPTIONAL PART 4: Food and Drink
- Sustainability and food and drink: The consumer view
- Attitudes and priorities among core food & drink buyers
- Graph 1: Consumers top three environmental concerns, 2024
- Sustainability-linked cooking and grocery shopping behaviours among core food & drink buyers
- Graph 2: Consumers that have tried or would be interested in trying food/drink grown from cells in a laboratory (eg meat or dairy grown from animal cells)
- Graph 3: Purchasing of grocery items in the past week (either online or in a store) by engaged food and drink consumers, 2024
- Perceived impact of dietary and shopping habits among core food & drink buyers
- Graph 4: Any ranking of the positive impact of individual behaviours on reducing greenhouse gases in the atmosphere by engaged food and drink consumers, 2024
- Graph 5: Behaviours adopted in the last 12 months, 2024
- On-pack sustainability labelling preferences among core food & drink buyers
- Graph 6: On-pack sustainability claims/labels that would impact purchasing decision, 2024
- Sustainable food and drink innovation trends
- Graph 7: Proportion of global food and drink launches with ethical/environmental claims, January 2019 – June 2024
- Graph 8: Proportion of global food launches with ethical/environmental claims, by market, January 2019 – June 2024
- Graph 9: Proportion of launches with selected ethical/environmental claims in food and drink, January – June 2024
- Graph 10: Proportion of global drink launches with ethical/environmental claims, by market, January 2019 – June 2024
- Graph 11: Proportion of drink launches with selected ethical/environmental claims, January – June 2024
- Graph 12: Proportion of food launches carrying selected ethical/environmental claims, by year, January 2019 – June 2024
- Graph 13: Proportion of drink launches with selected ethical/environmental claims, by year, January 2019 – June 2024
- Graph 14: Proportion of global food launches with selected ethical/environmental claims, January 2019 – June 2024
- Graph 15: Proportion of global drink launches with selected ethical/environmental claims, January 2019 – June 2024
- Graph 16: Proportion of total food launches with ethical/environmental claims, by top five companies, January – June 2024
- Graph 17: Proportion of total food launches with ethical/environmental claims, by top five companies, January – June 2024
- Key opportunities for food and drink brands
- Appendix
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OPTIONAL PART 4: Household
- Sustainability and household care: The consumer view
- Sustainability priorities among key household care buyers
- Graph 1: Consumers top three environmental concerns, 2024
- Sustainability-linked behaviours among core household care buyers
- Graph 2: Sustainable behaviours done in the last 12 months, 2024
- Graph 3: Activities engaged in the last week, 2024
- Household care products have a role to play in mitigating the impact of pollution
- Graph 4: share of new product launches in household care carrying allergy and skin-related claims, January 2019 – August 2024
- Household brands and water scarcity
- Consumer attitudes towards household packaging waste
- Concern about chemicals in household care products
- Household care brands can support energy efficiency
- Graph 5: Smart and renewable energy devices in main home, 2024
- On-pack labelling in household care
- Innovation
- Graph 7: Proportion of global household care launches with ethical/environmental claims, January 2019 – June 2024
- Graph 8: Proportion of household care launches with ethical/environmental claims, by market, January 2019 – June 2024
- Graph 9: Proportion of global household care product launches with selected ethical/environmental claims, January – June 2024
- Graph 10: Proportion of household care launches in 2024* with refill/refillable claims, by market, 2024
- Opportunities
- Appendix
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