SURVEY RESULTS
EXTREME WEATHER OPPORTUNITIES
LACK OF FRESH WATER OPPORTUNITIES
OPPORTUNITY
GREEN CONSUMER CHOICES Consumers' concerns about the environment and climate change can be translated into sustainable choices and initiate larger structural changes. Consumer demand for greener product and service options can drive a shift towards a more sustainable economy. Changing consumer behaviour can result both in an increased uptake of renewable energy in households and in the selection of consumer products made with the use of clean power. Many consumers today are concerned about sustainability, but making it easy and attractive to be a “green consumer” is crucial to translate this interest into action. One area where initiatives have directed consumer behaviour in a more sustainable direction is in the purchase of electric cars. In an increasing number of markets, like Norway, sales are growing in part because of governmental interventions that make buying an electric car an attractive choice for consumers. This can be achieved through, for example, tax incentives or initiatives like privileged parking status or access to restricted lanes. Public procurement policies that favour “green” products and services can directly increase demand for these options. Resulting spillover effects on private consumption have also been shown to exist.
LATIN AMERICA
Consumers worldwide indicate an increasing concern for sustainability factors in their purchasing decisions.
MIDDLE EAST/ AFRICA
Background As the world’s population is growing and is expected to reach 9 billion by 2050, the consumption of fossil fuel-related products and services like energy and transportation will put huge pressure on the climate. An even faster growing global middle class will add significantly to this pressure. People's consumer preferences and actions will therefore be an important factor for tackling the demand for energy and avoiding a lock-in to fossil fuels.
% 80
60
40
N Y U S T NIT AT ED ES
A G
ER
M
RA
A
BI
IA
LY
IA
0 L
% of respondents
IA
70
D
60
U
50
SA
40
SS
30
RU
20
IT A
10
S A OU FR T IC H A
0
D
GLOBAL AVERAGE
20
ZI
2014
A
2011 EUROPE
IN
Source: Accenture, UNGC and Havas Media. 'The Consumer Study: From Marketing to Mattering'. Report. 2014.
A
NORTH AMERICA
IN
Source: Nielsen, ‘Doing Well by Doing Good – Increasingly, consumers care about corporate social responsibility, but does concern convert to consumption?’. Report. 2014
CONSUMERS SHOW INCREASING CONSIDERATION FOR SUSTAINABILITY
ASIA/ PACIFIC
H
Willingness to pay extra for goods and services from socially responsible companies, in selected regions, 2011 and 2014.
Consumers care about sustainability, but if they are to act accordingly, credible information about the benefits of green choices as well as initiatives to facilitate them (such as footprinting and labeling) need to be adopted. These can also help to influence upstream suppliers to initiate larger structural changes.
BR
GROWING WILLINGNESS TO PAY
Social norms also play an important role in determining consumer choices. Studies show that social norms are the prime reason why people choose sustainable products and services. For example, opting to holiday close to home to avoid the emissions resulting from air travel has a high signaling value for the individual. As such, the value of being associated with a sustainable lifestyle can be leveraged to promote more sustainable consumer choices. Design and marketing to make green products attractive are essential, while regulation can also ensure that greenwashing is avoided.
C
INTRODUCTION
GLOBAL OPPORTUNITY REPORT
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