GlobeScan's The Road to 2025 surveyed 30,000+ consumers across 31 markets, mapping their sustainability mindsets. Turns out, not everyone is on the same eco journey. The study segments consumers into four distinct groups — let’s break them down:
🔵 Anxious Inactives (28%): They care about the planet but feel powerless, stuck in a loop of eco-guilt and inaction.
🇩🇪 Could your brand make sustainability feel effortless? Consider Puma’s podcast series, helping young consumers navigate green choices with less anxiety.
🟠 Indifferents (27%): Sustainability? Meh. They’re not engaged unless there’s a clear what’s-in-it-for-me factor.
🇸🇬 Hook them with incentives — like FairPrice x HPB’s in-app rewards for healthier purchases.
🟢 Enthusiasts (23%): Eco-warriors on a mission, slightly overrepresented in emerging markets. They actively seek out sustainable solutions.
🇬🇧 Give them the tools to level up. Take cues from Zero’s banking app, which breaks down spending’s environmental impact.
🟣 Minimalists (22%): Less is more. Minimalists prioritize reducing consumption and favor mindful living, particularly in Europe and North America.
🇳🇱 Show them less stuff, more impact — like Dutch plant retailer Sprinklr’s extra days off for employees who skip flights.
💡 Your takeaway? Sustainable behaviors aren’t one-size-fits-all. Brands need to tailor their approach to match these distinct mindsets. Could you segment your customers the same way?
🎯 Extra challenge? 20% still think healthy living means self-denial and 23% say the same about sustainability. Time to flip the script! Sustainability isn’t about sacrifice — it’s about joy, purpose, community and even saving money. Could your brand make green living feel like the ultimate life upgrade? 🌱✨
