Description

Sustainability messaging needs to be simple, obvious and easily attainable to break through to today’s busy consumers.

Scott Stewart, Associate Director, Lifestyles & Retail

Table of Contents

  1. Executive Summary

    • Key issues covered in this Report
    • Consumer trends: key takeaways
    • Market predictions
  2. Consumer Insights

    • Consumer fast facts
    • Consumer fast facts (continued)
    • The role of sustainability in purchase decisions
    • Graph 1: sustainability as a top-of-mind factor when making a purchase decision, by region, 2023
    • Graph 2: sustainability as a top-of-mind factor when making a purchase decision, by age and gender, 2023
    • Graph 3: “I’ve stopped purchasing from a brand I like because it wasn’t acting sustainably” (% agree), by generation, 2023
    • How consumers feel about sustainability
    • Graph 4: feelings about sustainable habits/behaviours (% agree), 2023
    • Graph 5: feelings about sustainable habits/behaviours (% agree), by generation, 2023
    • Graph 6: “I feel guilty about my unsustainable habits/behaviours” (% agree), by time in Canada, parental status and social media usage, 2023
    • Consumers’ industries of focus
    • Graph 7: industries with the largest negative impact on the environment, 2023
    • Graph 8: industries with the largest negative impact on the environment, Gen Z vs overall, 2023
    • Graph 9: industries with the largest negative impact on the environment – food, by gender, 2023
    • Graph 10: industries with the largest negative impact on the environment – fashion/apparel, by age and gender, 2023
    • Red flags that signal unsustainability to shoppers
    • Graph 11: indicators that a product is not sustainable, 2023
    • Graph 12: indicators that a product is not sustainable – packaging, by generation, 2023
    • Graph 13: indicators that a product is not sustainable, 2023
    • Graph 14: indicators that a product is not sustainable – imported from outside of Canada, by generation, 2023
    • Awareness and knowledge of sustainability concepts
    • Graph 15: knowledge/awareness of sustainability terms/concepts, 2023
    • Graph 16: knowledge/awareness of sustainability terms/concepts – organic production, by generation, 2023
    • Graph 17: knowledge/awareness of sustainability terms/concepts – biodegradable plastic, by generation, 2023
    • Graph 18: knowledge/awareness of sustainability terms/concepts, 2023
    • Graph 19: knowledge/awareness of sustainability terms/concepts – regenerative agriculture, by generation, 2023
    • Graph 20: knowledge/awareness of sustainability terms/concepts – B Corp Certification, by generation, 2023
    • Graph 21: knowledge/awareness of sustainability terms/concepts, 2023
    • How Canadians want to be more sustainable
    • Graph 22: willing to do to become more environmentally conscious, 2023
    • Graph 23: willing to do to become more environmentally conscious – make/grow products at home, by gender, 2023
    • Graph 24: willing to do to become more environmentally conscious – avoid buying imported goods whenever possible, by generation, 2023
    • Graph 25: willing to do to become more environmentally conscious – buy secondhand more often, by current financial situation and finances compared to a year ago, 2023
    • Graph 26: willing to do to become more environmentally conscious, 2023
    • Graph 27: willing to do to become more environmentally conscious – spend more time researching which products are more sustainable, by generation, 2023
    • How companies can best support sustainability charities
    • Graph 28: most effective ways for companies/brands to invest in sustainability, 2023
  3. Competitive strategies

    • Launch activity and innovation
    • Marketing and advertising
    • Opportunities
  4. The Market

    • Market context
    • Graph 29: greenhouse gas emissions per person, 1990-2021
    • Graph 30: greenhouse gas emissions by economic sector, 2021
    • Market drivers
    • Graph 31: grocery items purchased in the past week, Canada vs US, 2023
    • Graph 32: top concerns over the next six months (NET – any rank), 2022-23
    • Graph 33: healthy finances (money left over at the end of the month), 2022-2023
    • Graph 34: top concerns over the next six months (NET – any rank) – climate change vs interest rates, by financial situation, 2023
    • Graph 35: Consumer Price Index of transportation (2012=100), 2021-23
  5. Appendix

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

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Consumer

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Brand/Company

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Data

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