Eco Worriers: Global Green Behaviour and Market Impact

Strategy Briefing

About This Report

Jun 2015

64% of consumers across the world claim that they try to have a positive impact on the environment on an everyday basis. This global report examines how this fledgling mainstreaming of green awareness impacts governments, corporations and consumer buying behaviour in market sectors such as food and drink, apparel, beauty and personal care, home care, tissue and hygiene, transport and the home, and to what extent.

Want to find out more about this report?
Request more information
Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Your Recently Viewed Reports

Eco Worriers: Global Green Behaviour and Market Impact

Everyone’s gone green: The greening of society is impacted by interlinking spheres of influence.

At national and international level, the regulatory environment is tightening up, with the world’s largest polluters, the US and China, both making concrete and measurable pledges on carbon emissions.

NGOS have long exerted pressure on law makers and companies, but now their strategies are becoming more sophisticated and targeted and more effective.

The power of the individual

Individuals have more power to influence than ever, due to the rise of social media, and the ease of gaining and spreading information and opinion

Beyond greenwashing

More companies are looking to authentic environmental strategies and moving beyond simple “greenwashing”, and in doing this they are carving out a path of innovative, profitable green business for others to follow.

Eco Worriers: Global Green Behaviour and Market Impact

EXECUTIVE SUMMARY

The Greening of the World: the eco worrier goes mainstream
Chart 1 “I Try to Have a Positive Impact on the Environment Through my Everyday Actions” 2013
Who is the eco worrier and what are they worried about?
Chart 2 Which Green Attributes Would You be Willing to Pay More for? 2013
Impact of recession – has eco-friendly taken the hit?
Consumer priorities – how does the environment stack up against other buying factors?
Chart 3 Which of these Factors are Important to You in Purchasing Decisions? 2011+
Food: From organic to local
Table 1 Forecast Global Sales of Organic Packaged Food 2014-2019
Home care: can green products clean effectively?
Chart 4 Performance of Leading Green Brands in Home Care in Western Europe 2009-2014
Beauty: Gentle on the skin, gentle on the environment
Chart 5 Global Performance of Selected Natural Positioned Brands 2010-2014
Apparel: The high street goes eco
The future is green

INTRODUCTION

Climate change
Causes of climate change
Causes of climate change: Heavy industry and coal
Causes of climate change: Deforestation
Causes of climate change: Lifestyles
Table 2 CO2 Emissions by Country: Top 20, 2013
Table 3 Carbon Footprint of Consumption by Country: Top 20, 2012
Impact of climate change
Outlook
Table 4 People at Risk by Country: Top 20 2013
Other major environmental issues
How to act: The eco worrier response
Consumer purchase choices
Consumer lifestyle choices
Activism
Euromonitor International Surveys
Middle Class Home Survey 2013
Global Consumer Trends Survey 2013

FACTORS AFFECTING DEMAND

Economic Factors
Table 5 Annual Disposable Income by Country 2009/2014
Table 6 Annual Disposable Income by Country 2014/2019
Spheres of influence
Government Initiatives and Legislation: Emissions
International agreements: Kyoto Protocol and beyond
International agreements: Towards Paris 2015
EU: New emission reduction goals
EU: Fuel Quality Directive
UK: Climate Change Act
China: The largest emitter of greenhouse gases starts on a cleaner path
Mexico – leading the developing world
Government Initiatives and Legislation: Emissions – Carbon Trading
Government Initiatives and Legislation: Emissions – CFCs and HCFCs
Government Initiatives and Legislation: Alternative fuels
Fracking
Government Initiatives and Legislation: Deforestation
EU Timber Regulation
The Bonn Challenge: Restoring deforested and degraded land
Government Initiatives and Legislation: Ocean Governance
European Common Fisheries Policy Reform
Government Initiatives and Legislation: Energy Efficiency
Government initiatives move to city level
NGO Initiatives
Summary 1 Major Environmental NGOs 2015
NGOs’ role in influencing government and legislation
NGOs increasingly working with industry and corporations
Case study – Greenpeace
Summary 2 Greenpeace: Primary Issues 2015
Working to change corporate policies – the Detox Campaign targets the fashion world
The Detox Campaign – Greenpeace lobbying becomes more sophisticated
Case study – World Wildlife Fund for Nature
Protect and restore species and their habitats
Summary 3 World Wildlife Fund for Nature: Key Campaigns and Initiatives 2015
Sleeping with the enemy: WWF and corporate partnerships
Grassroots movements and consumer power
The changing consumer – erosion of trust
Rise in public protests
The power of boycott
Chart 6 Nike: Turnover 1998-2014
Table UK:: Spending Credited to Boycotts 2000-2011
Consumer power – the role of social media
Company Initiatives and the rise of CSR
Greenwashing – cracking down on environmental claims
Beating consumer cynicism
Building a credible green brand
Authenticity and full circle alignment of green positioning
Sustainability as a core strategy, not an add-on
Visible impact – making action real and measurable
Mainstream goes green

THE GREEN CONSUMER

Do consumers care about the environment?
Everyone’s Gone Green
Developing markets hit hardest by environmental damage...
...but these are not conscious green consumers
US cares most out all surveyed developed markets
Chart 7 Respondents Agreeing That “I Try to Have a Positive Impact on the Environment Through my Everyday Actions” by Country 2013
Thinking local, not global
Chart 8 Respondents Agreeing That They are Worried About Climate Change, by Country 2013
Older people show more awareness, middle aged people show more action
Chart 9 Respondents Agreeing That “I Try to Have a Positive Impact on the Environment Through My Everyday Actions” by Age Group 2013
Chart 10 Respondents Agreeing That They are Worried About Climate Change by Age Group 2013
Concern about the environment rises with income
Chart 11 Respondents Agreeing That “ I Try to Have a Positive Impact on the Environment Through My Everyday Actions” by Income Level 2013
Chart 12 Respondents Agreeing That They are Worried About Climate Change by Income Level 2013
Global language monitor finds that climate change is still on our lips
Chart 13 Top 3-5 Phrases of the Year
Does climate change affect the way we shop?
Quality and price trump green factors
Chart 14 Which of These Factors are Important to You in Purchasing Decisions? 2011+
Key environmental issues show wide cultural variance
Chart 15 Respondents Considering Green Factors as Important or Very Important by Country 2011+
Chart 16 Respondents Considering Other Factors as Important or Very Important by Country 2011+
Importance of price vs eco concerns by product type
Chart 17 Respondents Willing to Pay More for Environmentally/Ethically Conscious Products 2013
Chart 18 Respondents Willing to Pay 50% + More for Environmentally/Ethically Conscious Products by Country 2013
Chart 19 Respondents Willing to Pay 50% + More for Environmentally/Ethically Conscious Products by Age 2013
Chart 20 Respondents Willing to Pay 50% + More for Environmentally/Ethically Conscious Products by Income 2013
What eco practices do consumers prioritise?
Chart 21 Which Green Attributes Would You be Willing to Pay More For? 2013
Organic: Consumer profile
Chart 22 Consumers Willing to Pay More for Organic Products by Type and Country 2013
Chart 23 Consumers Willing to Pay More for Organic Products by Type and Age 2013
Chart 24 Consumers Willing to Pay More for Organic Products by Type and Income 2013
Sustainability: Consumer profile
Chart 25 Consumers Willing to Pay More for Sustainably Produced Products by Type and Country 2013
Chart 26 Consumers Willing to Pay More for Sustainably Produced Products by Type and Age 2013
Chart 27 Consumers Willing to Pay More for Sustainably Produced Products by Type and Income 2013
Locally sourced/manufactured: Consumer profile
Chart 28 Consumers Willing to Pay More for Locally Sourced/Manufactured Products by Type and Country 2013
Chart 29 Consumers Willing to Pay More for Locally Sourced/Manufactured Products by Type and Age 2013
Chart 30 Consumers Willing to Pay More for Locally Sourced/Manufactured Products by Type and Income 2013
Table 7 Ethical Behaviour in the UK 2000/2012
Chart 31 US: How Often do You Consider the Environmental Impact of Your Purchasing? 2008/2013
Table 8 US: I am Motivated to Buy Environmental Products Because... 2012/2013
Who is the Eco Worrier?

MARKET IMPACT

Food and drink
Consumer preferences
Chart 32 How Important are Green Features When Choosing Fresh Food? 2013
Chart 33 How Important are Green Features When Choosing Packaged Food? 2013
Who chooses ethical and eco friendly fresh food?
Chart 34 Would You Pay More for Environmentally Friendly Fresh Food? by Country 2013
Chart 35 Would You Pay More for Environmentally Friendly Fresh Food? by Age Group 2013
Chart 36 Would You Pay More for Environmentally Friendly Fresh Food? by Income Level 2013
Who chooses ethical and eco friendly food...and what types do they choose?
Chart 37 Which Green Attributes Would You be Willing to Pay More for When Buying Fresh Food? 2013
Chart 38 Which Green Attributes Would You be Willing to Pay More for When Buying Fresh Food? by Country 2013
Chart 39 Which Green Attributes Would You be Willing to Pay More for When Buying Fresh Food? by Age 2013
Chart 40 Which Green Attributes Would You be Willing to Pay More for When Buying Fresh Food? by Income 2013
Who chooses ethical and eco friendly processed food?
Chart 41 Would You Pay More for Environmentally Friendly Processed Food? by Country 2013
Chart 42 Would You Pay More for Environmentally Friendly Processed Food? by Age Group 2013
Chart 43 Would You Pay More for Environmentally Friendly Processed Food? by Income Level 2013
Who chooses ethical and eco friendly processed food...and what types do they choose?
Chart 44 Which Green Attributes Would You be Willing to Pay More for When Buying Processed Food? 2013
Chart 45 Which Green Attributes Would You be Willing to Pay More for When Buying Processed Food? by Country 2013
Chart 46 Which Green Attributes Would You be Willing to Pay More for When Buying Processed Food? by Age 2013
Chart 47 Which Green Attributes Would You be Willing to Pay More for When Buying Processed Food? by Income 2013
Organic food and drink
Growth in packaged organic food and beverages expected to slow
Table 9 Global Sales of Organic Packaged Food 2009-2014
Table 10 Forecast Global Sales of Organic Packaged Food 2014-2019
Developed markets showing weakening organic sales...
...while developing markets show some acceleration
Chart 48 Forecast Growth in Organic Packaged Food by Region 2014-2019
Table 11 Total Sales of Organic Milk in China 2009-2014
Organic performance in fresh produce: Resilient
Germany: High penetration of organics
UK: Young people drive growth in organics
US: Largest world market for organic meat
France and Spain favour locally produced organics
The Japanese trust local and remain unmoved by organics
Chart 49 Organic/Fair Trade Fresh Produce Share of Total Sales by Category and by Country 2013
What drives organic sales? Price, trust and concern over non-organics
Affordability is a key driver for organics
Table 12 US: Organic Packaged Food Sales 2009-2014
Health concerns are also a key driver
Understanding and trusting the organic concept
Other ethical and green choices in food and drink
Buying local
Taking local a step further – growing your own
Pesticide-free: Tapping into a key aspect of eco concerns
Towards sustainable and low cruelty farming practices
Table 13 Sales of Ethical Food and Drink by Type 2000-2011
Reducing food waste
Beauty and personal care
Natural is the key to success for eco products in beauty care
Who chooses ethical and eco friendly beauty and personal care?
Chart 50 Would You Pay More for Environmentally Friendly Beauty and Personal Care? by Country 2013
Chart 51 Would You Pay More for Environmentally Friendly Beauty and Personal Care? by Age Group 2013
Chart 52 Would You Pay More for Environmentally Friendly Beauty and Personal Care? by Income Level 2013
Who chooses ethical and eco friendly beauty and personal care... and what types do they choose?
Chart 53 Which Green Attributes Would You be Willing to Pay More for When Buying Beauty and Personal Care? 2013
Brazil favours sustainable toiletries; Japan favours local products
Chart 54 Which Green Attributes Would You be Willing to Pay More for When Buying Toiletries? by Country 2013
Chart 55 Which Green Attributes Would You be Willing to Pay More for When Buying Beauty Products?, by Country 2013
Chart 56 Sales Growth in Brazil for Green Brands vs Overall Beauty and Personal Care Market 2009-2014
Patterns of expenditure by age vary widely depending on attribute
Chart 57 Which Green Attributes Would You be Willing to Pay More for When Buying Toiletries? by Age 2013
Chart 58 Which Green Attributes Would You be Willing to Pay More for When Buying Beauty Products? by Age 2013
Lowest earners not resistant to paying more for eco products
Chart 59 Which Green Attributes Would You be Willing to Pay More for When Buying Toiletries? by Income 2013
Chart 60 Which Green Attributes Would You be Willing to Pay More for When Buying Beauty Products? by Income 2013
Key market trends: Mainstreaming of natural positioning
Chart 61 Global Performance of Selected Natural Positioned Brands 2009-2014
China and India – a heritage of natural beauty care
Chart 62 Shares of Green/Natural Beauty and Personal Care Brands in Asia Pacific 2009/2014
Chart 63 Performance of Green/Natural Brands in South Korea 2009/2014
Table 14 UK Sales of Ethical Cosmetics 2000-2011
Tissue and hygiene
Biodegradability and sustainability still on the periphery for most consumers
Table 15 Brand Shares of Eco-friendly Nappies in Scandinavia 2009/2014
Home care
Green home care set for recovery?
Who chooses ethical and eco friendly home care?
Chart 64 Would You Pay More for Environmentally Friendly Home Care? by Country 2013
Chart 65 Would You Pay More for Environmentally Friendly Home Care? by Age Group 2013
Chart 66 Would You Pay More for Environmentally Friendly Home Care? by Income Level 2013
Green issues win out over ethics
Chart 67 Which Green Attributes Would You be Willing to Pay More for When Buying Home Care? 2013
Chart 68 Which Green Attributes Would You be Willing to Pay More for When Buying Home Care? by Country 2013
Chart 69 Which Green Attributes Would You be Willing to Pay More for When Buying Home Care? by Age 2013
Chart 70 Which Green Attributes Would You be Willing to Pay More for When Buying Home Care? by Income 2013
Green home care struggles due to focus on efficacy
Mainstream brands start to muscle in with green products – and greenwashing
Green products need additional value beyond their green credentials
Chart 71 Sales of Green Home Care Brands in Home Care in North America 2009-2014
Chart 72 Sales of Green Home Care Brands in Home Care in Western Europe 2009-2014
Chart 73 UK Growth in Home Care Sales vs Growth in Ecover Sales 2009-2014
Table 16 Sales of Ethical Cleaning Products UK 2000-2011
Fashion
Consumer profile: Who uses green textiles?
Chart 74 How Important are Green Features When Choosing Clothing and Shoes? 2013
Chart 75 Would You Pay More for Environmentally Friendly Apparel/Footwear? by Country 2013
Chart 76 Would You Pay More for Environmentally Friendly Apparel/footwear? by Age Group 2013
Chart 77 Would You Pay More for Environmentally Friendly Apparel/Footwear? by Income Level 2013
Consumer profile: What are the important green features in fashion?
Chart 78 Which Green Attributes Would You be Willing to Pay More for When Buying Clothing or Footwear? 2013
Chart 79 Which Green Attributes Would You be Willing to Pay More for When Buying Clothing or Footwear? by Country 2013
Chart 80 Which Green Attributes Would You be Willing to Pay More for When Buying clothing or footwear? by Age 2013
Chart 81 Which Green Attributes Would You be Willing to Pay More for When Buying Clothing or Footwear? by Income 2013
Table 17 Sales of Ethical Fashion 2000-2011
Creating a green agenda while maintaining a workable business
Key issue: Waste and recycling
Key issue: Sustainable fabrics
Key issue: Toxins in the supply chain
Green positioning goes from frumpy to fashionable
Chart 82 H&M Global Apparel and Footwear Sales and Share 2009/2014
Transport
Consumer profile: Buyers of green cars
Chart 83 Likelihood of Buying a Hybrid Car in the Next 10 Years 2012
Table 18 Likelihood of Buying a Hybrid Car in the Next 10 Years by Age 2012
Peak car
Table 19 New Car Registrations by Country 2008/2013
The shift towards petroleum alternatives
Electric vehicles emerging as a real contender
Table 20 Electric Cars: Registrations by Region 2014/2015
Table 21 Electric Cars: Parc by Key Area 2014/2015
Chart 84 Norway: Why did you buy an electric car? 2013
Alternative fuels: Hydrogen, gas and ethanol cars
Car-free living
Achieving car-free living – short term car rentals
Achieving car free living – taxi alternatives
Achieving car-free living – the rise of the bicycle
The Home
Chart 85 Half Yearly Electricity Prices for Households in Selected EU Markets 2011-2013
Improving energy efficiency
Installing renewables
Energy efficient appliances
Table 22 Sales of Ethical Home Goods 2000-2011

OUTLOOK AND IMPLICATIONS

Economic recovery triggers higher spending on green products and services
Tighter regulatory environment
Shifting focus: Water becomes key
Shifting focus: The city takes centre stage
Sustainability becomes integrated
Corporations are more authentic, less greenwashed
Closing the loop
Engage with the consumer