Key takeaways

There is currently a huge amount of momentum around the issue of food waste. Brands need to take the lead, taking responsibility for waste associated with their products and helping consumers to use them in less wasteful ways.

We have entered a new era of optimism – individuals increasingly feel that they have the power to make a difference in the world by working together with others in their social networks – whether real or digital.

Expectations continue to grow for brands to minimise their negative environmental impact  and make a positive contribution to solving global problems, as well as providing consumers with solutions that enable them to live eco-friendly, ethical lives – without added cost or effort.

Overview of the sub-trends 

 

How dynamic are the sub-trends?

“It is important in my life today to support my local community”

(% extremely/very/somewhat important)

85%
88%
81%
90%
89%
78%
86%

“I’d like to do the right thing, but the fact that it’s overwhelming and complicated to figure out the most effective things to do
is holding me back from leading a more environmentally conscious lifestyle”

(% great deal/somewhat)

75%
65%
67%
79%
61%
82%
79%