SoS #27: The Sustainable Consumer Revealed
Update: 2024-11-14
Description
Who is the "sustainable consumer," and what drives their choices? In our first-ever consumer insights survey, we uncover:
- The profile of the sustainable consumer
- How consumers prioritise what they put in the shopping basket
- What “sustainability” means to them
- The most trusted sustainable brands—and why they stand out
In this episode, we reveal the key findings and share actionable strategies for professionals to incorporate these insights into their sustainability efforts.
Who were the respondents?
Our survey spanned a diverse demographic:
- Age: 50% were aged 25–34, followed by 28% aged 35–44
- Gender: 58% male, 42% female
- Geography: The majority hailed from the US (23%) and UK (23%), with representation from India (10%), France, Canada, and Australia (6% each), and others (26%)
- Living Environment: 70% resided in urban areas
- Income: 70% reported household incomes between $40–99k
- Dietary Habits: 65% had no dietary restrictions, while 19% identified as vegetarian
We'll be scaling this survey in 2025. Keep an eye out!
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