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 4th 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.
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.
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.
98,000 households from 24 countries with harmonized survey
4 years of segment trends with future predictions
Every purchase of respondents recorded to see how segments shop
Our survey respondents are grouped into 3 segments based on their actions taken to reduce environmental footprint:
Eco-Actives
Eco-Considerers
Eco-Dismissers
Americas – 9 markets
(all 2022)
2019 – 2022 USA
2019 & 2022 Argentina
2019 – 2022 Brazil
2019 – 2022 Chile
2019 – 2022 Colombia
2019 – 2022 Costa Rica
2020 – 2022 Ecuador
2019 – 2022 Mexico
2019 – 2022 Peru
MEA – 1 market
2021 Saudi Arabia
Asia – 7 markets
(5 for 2022)
2019 – 2022 China
2019, 2021, 2022 India
2019, 2020, Indonesia
2020, 2022 Philippines
2021 Thailand
2020 Vietnam
Europe – 17 markets
(11 for 2022)
2019 – Austria
2019, 2021, 2022 Belgium
2019 – 2022 Czech Republic
2019, 2021 Denmark
2019 – 2022 France
2019 – 2022 Germany
2019 – 2022 Great Britain
2019-2021 Hungary
2020 – 2021 Ireland
2020 – 2022 Italy
2019, 2021, 2022 Netherlands
2019 – 2022 Poland
2020 – 2022 Portugal
2019 – 2022 Russia
2019 – 2022 Slovakia
2019 – 2022 Spain
2019, 2021 Sweden
BE, CZ, DN, DE, HU, IT, NL, RU, SL, SE provided by GfK
Americas, Asia, MEA and FR, GB, IE, PT, ES provided by Kantar
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.
What has changed over the last 4 years: development of sustainable shoppers and sustainable actions. Predictions for future share of market from sustainable shoppers.
Cost of living crisis: impact of financial status on ability to act sustainably and purchase of sustainable products.
Sustainable product choices: frequency and awareness. Plus reasons for choice. Brand case study of each choice and purchase behaviour.
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 2027 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. Gap differences by demographic and segment.
Profile of sustainable shoppers: demographics, product choices, attitudes, shopping KPIs, retailer preference, purchase behaviour.
Demographic profile: what differs for age and social class groups in product choices, attitudes and shopping behaviour of sustainable products.
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.
with an overview of sustainability behaviours and concerns of shoppers at global and regional level
for each of the 24 markets providing local results, including segments and category performance
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
