Get ahead of the sustainability curve

Providing evidence that sustainability concern drives consumer choices is the next challenge for businesses wanting to accelerate a sustainable strategy.

Play #WhoCaresWhoDoes 2023

With the help of our Who Cares? Who Does? study we are already helping manufacturers and retailers with this challenge.

Because Who Cares? Who Does? is run on our continuous purchase panels we are the only study with a direct link between the concerns and real purchasing behaviour of sustainable shoppers.

Now in our 5th year we have experience helping businesses build the consumer-led case for sustainability, measure their brand performance and build better go-to-market and targeting plans.

Play #WhoCaresWhoDoes 2023

Build the consumer-led
case for sustainability

We help manufacturers and retailers validate that sustainability influences product choice and can drive brand growth. These powerful insights are supported by real purchase behaviour.

We interrogate brand sustainability stories, seeing if sustainable shoppers are fueling growth and how.

Quantify the risk of
sustainable shoppers

By understanding the relationship between sustainable concern and real purchase behaviour of sustainable brands we're in the best position to help companies quantify the risk or opportunity as sustainable shoppers grow in number.

2023 edition of Who Cares? Who Does?


35 countries with harmonized survey


5 years of eco-segment trends with future predictions


Real purchase behaviour recorded to understand how eco-segments shop

Countries Covered Countries Covered
  • Harmonized survey from 35 countries
  • Identify trends in sustainable behaviour measured over 5 years
  • Link segments to category databases to look at what is bought by those that say they care about sustainability
  • New survey content aimed at understanding the sustainable product choices made, retailer sustainability and waste reduction tactics
  • Three level segmentations with trended data for 5 years plus potential to tailor a segmentation to your own definitions

Our survey respondents are grouped into 3 segments based on their actions taken to reduce environmental footprint:







2023 edition of Who Cares? Who Does?



WCWD insight from all over the world

35 markets in 3 regions in 2023

Americas – 10 markets
(10 for 2023)

2023 Canada
2019 – 2023 USA
2019, 2022, 2023 Argentina
2019 – 2023 Brazil
2019 – 2023 Chile
2019 – 2023 Colombia
2019 – 2023 Costa Rica
2020-2023 Ecuador
2019 – 2023 Mexico
2019 – 2023 Peru

EMEA – 11 markets
(9 for 2023)

2019 – 2023 China
2019, 2021 - 2023 India
2019, 2020, 2023 Indonesia
2023 Kenya
2023 Korea
2023 Nigeria
2020, 2022 Philippines
2021 Thailand
2021, 2023 Saudi Arabia
2023 South Africa
2020, 2023 Vietnam

Europe – 17 markets
(16 for 2023)

2019 – Austria
2019, 2021 – 2023 Belgium
2019 – 2023 Czech Republic
2019, 2023 Denmark
2019 – 2023 France
2019 – 2023 Germany
2019 – 2023 Great Britain
2019, 2021, 2023 Hungary
2020, 2021, 2023 Ireland
2020 – 2023 Italy
2019, 2021 – 2023 Netherlands
2019 – 2023 Poland
2020 – 2023 Portugal
2023 Romania
2019 – 2023 Slovakia
2019 – 2023 Spain
2019, 2023 Sweden

BE, CZ, DN, DE, HU, IT, NL, PL, RO, SL, SE provided by GfK CPS

Americas, EMEA and FR, GB, IE, PT, ES provided by Kantar

Our segmentation

Defined on actions taken to reduce plastic waste at home and in-store


Shoppers who are highly concerned about the environment, and are making the most of actions to reduce their waste. They feel an intrinsic responsibility to be more sustainable, follow the topic more actively and have a greater awareness.


They are worried about the environment and plastic waste, at similar levels to Eco-Actives. But they are actually closer to Eco-Dismissers in how they act, not making many actions to reduce their waste. Their biggest barriers are convenience and price.


Shoppers who have little or no interest in the environment and making no steps to reduce waste. The topic rarely features amongst friends and family and they are lacking awareness of environmental concerns. They do not think they make a difference.

Global 2023 HH population share

Global 2023 HH population share Global 2023 HH population share

Global Eco-Actives FMCG Spend

2023 Eco-Actives FMCG Spend 2023 Eco-Actives FMCG Spend

What to use
WCWD for?

What to use WCWD for?

Market Maturity
  • Size and growth rate of sustainable shoppers
  • Comparison with other countries
  • Your brand and category share
Develop your targeting
  • Demographic profile of sustainable shoppers
  • Understand sustainable attitude and motivations
  • Understand shoppers' claimed actions
    • Regularity of sustainable brand and product purchasing
    • Plastic avoidance actions
    • Other sustainable behaviours
Quantify your opportunity
  • Value of Eco-Actives in your category
  • Whether sustainable shoppers buy your brands and whether this has changed over time?
  • Predict how big Eco-Actives will be in the future
Build your go to market plan
  • Shopping behaviour of sustainable shoppers inc.
    • What categories, brands and formats eco-segments purchase at macro level
    • What brands, formats, pack sizes, stores are used by eco-segments at category level
  • Evidence backed case studies

Report Content

What has changed over the last 5 years: development of sustainable shoppers and sustainable actions. Predictions for future share of market from sustainable shoppers.

Everyday waste reduction and sustainable product choices: frequency and awareness. Total country and eco segment breakdown.

Sustainable product choices: frequency and awareness. Plus reasons for choice. Brand case study of each choice and purchase behaviour.

Win at retail: prioritization of sustainability efforts to win in store, retailer & channel KPIs, and quantification of retailer opportunity.

Value of sustainable shoppers: segment size, trend and predicted growth; segment share amongst your brands and key competitors.

Brand performance and size of prize: Growth of your brand amongst sustainable shoppers and quantified with €€€ the opportunity of reaching more sustainable shoppers now and in 2028 plus the risk of doing nothing.

Value of sustainable shoppers: brands and categories benefitting from sustainable shoppers. Long-term risk of under-achieving. Value-Action Gap size and growth rate.

Cost of living crisis: impact of financial status on ability to act sustainably and purchase of sustainable products.

Profile of sustainable shoppers: demographics, product choices, attitudes, shopping KPIs, retailer preference, purchase behaviour.

Go-to-Market plan: purchase behaviour of sustainable shoppers incl. channel and retailer, format and pack size share and index.

Who to target: Demographic profile of sustainable shoppers in your category side by side profile of your brands.

Summary and tailored recommendations.

How you can access the insights

Global report

with an overview of sustainability behaviours and concerns of shoppers at global and regional level

Country report

for each of the 35 markets providing local results, including segments and category performance

Purchase data access

option to add segments to category databases for more in-depth look at eco-segment purchasing

For more information on how to access the insights from this study please get in touch