Almost three quarters (73%) of global citizens want to reduce their environmental impact, while 52% feel guilty about their impact.
Indeed, the third annual Globescan survey of more than 30,000 people in 31 countries, showed a gap between aspiration and action persists when it comes to green and healthy living.
Almost one in two (47%) say they want to change their lifestyle “a great deal” to be more environmentally friendly, but only 23% say they have made major changes in the past year. Most actions revolve around waste, for example bringing shopping bags, recycling and avoiding single-use plastic. Some 60% also want to be healthier, yet only 28% having made major changes.
“People want to change their behaviours but many feel that governments and companies are not doing their part to make it happen,” Globespan reported. Lack of support from government (47%), businesses (34%) and affordability (46%) were key barriers.
Asked about changes to their daily life after the pandemic, paying attention to health will be the priority (63%). Many also want to reduce their environmental impact (48%) and buy from responsible companies (43%). A rising number of people are also willing to pay more for ‘green’ products (57% in 2021 versus 50% in 2019).
The study “clarifies the tipping point we are in”, explained Globespan CEO Chris Coulter. “People everywhere have never been more concerned or engaged on sustainability as they are now and there is an increasing role for brands to facilitate more sustainable lifestyles.”
