Healthy and Sustainable Living: Global Consumer Insights 2021
Healthy & Sustainable Living is an annual global consumer insights research program launched in 2019, and designed to help brands understand shifting preferences and behaviors related to healthy and sustainable living.
The program consists of comparative and representative online surveys of 1,000 consumers in each country studied, Brazil included. And 2021 edition was carried out in 31 countries, with 31,000 respondents. Also, it has design partners, beyond GlobeScan, such as Akatu Institute, CVS Health, IKEA, Levi Strauss & Co., NYU Stern Center for Sustainable Business, PepsiCo, Reckitt, Visa, and WWF International.
Akatu and GlobeScan hosted the 2021 research with a focus and findings for Brazil. The Brazilian research was sponsored by Ambev, Globo, Mercado Livre, McDonald’s, Natura, Nespresso, Nestlé, Tetra Pak, Unilever and Vedacit.
In Brazil, GlobeScan and the Akatu Institute developed narratives convergences that indicates company's understandings, consumers behaviors, and attitudes that build a healthy and sustainable life.
Some highlights of the research:
1. how the topic of Healthy and Sustainable Living is understood by Brazilian consumers
As a similar trend to previous years, Brazilians perceive more seriousness in global issues, with 15 - 30 percentage points above the world average. That is possibly the result of a more direct experience of some of the problems (poverty, water pollution, deforestation, etc.).
2. Climate changing
8 of 10 Brazilian people see extreme climate events as uncommon; 5 of 10 consider them too unusual and alarming. Probably this perception is explained by having witnessed personally or learned from the news the intensification of violent storms, floods in urban areas, severe droughts, impacts on agriculture, etc.
Almost 70% of people believe that Brazil must play a leading role, with ambitious goals to combat climate change as quickly as possible. Also, the percentage of people who think that Brazil should not address an international agreement on climate change is practically null.
3. barriers and triggers for best practice
Brazilians feel a greater need for support from the government (about 60%) and companies (about 50%) than other countries on the global average. It is noteworthy that the perception of lack of support from companies increased by five percentage points, possibly reflecting the search for healthy and sustainable products that grew during the pandemics. It also shows a greater engagement of people in general in the search for this lifestyle. With the same percentage as the global average, around 50% of Brazilians consider living a healthy and sustainable life very expensive. The price issue has to do with the lack of perception of the value added by healthiness or sustainability. If it is not clear in the product information or the brand's reputation, it can lead to high price perception. And vice versa.
4. behavioral changes in the pandemic
56% of Brazilians consider relations with nature and the environment positively affected. Possibly pandemic highlighted the importance of its preservation. 51% were positively affected for a sense of community, perhaps reflecting the mutual care demanded by the pandemic. 48% of people were negatively affected in their mental health and well-being, probably due to the abrupt interruption and mandatory change in their way of life. In addition, 62% declare that their financial situation is negatively impacted. Women were influenced more significantly in mental health and well-being than men, 52% x 44% respectively. Probably because the permanence of children at home proportionally demanded more of them. One of the highlights is the adoption of online shopping for 57% of consumers, a percentage similar to 2020, consolidating this form of
For more information, the complete report, highlights (in Portuguese) and the webinar recording may be accessed in: https://globescan.com/trends/healthy-sustainable-living/