Bain's The Visionary CEO's Guide to Sustainability 2024 is here, revealing consumer insights across 10 countries (🇺🇸🇬🇧🇳🇱🇩🇪🇫🇷🇮🇹🇯🇵🇧🇷🇨🇳🇮🇩). Here are our top five stats:
- 💸 27% believe living sustainably would cost them less, from 17% in the UK and Germany to 52% (!) in Indonesia.
- 🌱 61% say climate change worries have grown over the past two years, especially in climate-vulnerable countries like Brazil (78%), Indonesia (73%) and Italy (70%).
- 🔥 40% say experiencing environmental disasters (like floods or wildfires) is their top motivator for buying sustainable products.
- 💪 76% believe a sustainable lifestyle is important because their actions matter.
- ♻️ 60% care about packaging's environmental impact, with 48% demanding recyclable and 40% pushing for reusable packaging.
The disparity between 52% of Indonesians thinking sustainable living could save them money — compared to just 17% in wealthier nations like the UK and Germany — presents an opportunity for brands marketing to consumers in the Global North. How could you flip the script and turn eco-conscious choices into a way to save money?