Brands must find the sweet spot between doing the right thing and commercial success

Sustainability is a major concern for shoppers. Businesses that leverage these concerns will create new opportunities for themselves; those that do not act will be at risk. 

GfK, together with Europanel and Kantar, has studied consumer concerns and behaviors across more than 75,000 global households and has connected these insights with what they are actually purchasing while in the store. Our 2019 study showed that environmental concerns had a direct impact on brand purchases and choosing product packaging. Since the last survey both climate change and plastic avoidance have hit society in a big way. Around the world people have voiced concerns and sustainability topics moved from scientific journals to mainstream news and brand advertising. We’re also now undergoing a global health pandemic coupled with an expected recession, both of which could heighten or temper environmental concerns.  

Our 2020 study will evaluate the changes in concern, action, need and purchase behavior vs. 2019. We’ve added additional questions for a broad sustainability understanding including topics such as recycling, impact of individual behavior, and the different needs shoppers have for different categories.