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TRANSCRIPT
2020 Highlights7 October
2
Introduction
3
Introductions
Kajsa-Stina KalinHealthy & Sustainable Living Leader
Inter IKEA Group
Cristianne CloseGlobal Practice Leader, Markets
WWF
Chris CoulterChief Executive Officer
GlobeScan
Douglas SaboChief Sustainability Officer
VISA
Eric WhanSenior Director
GlobeScan
Hosts Special Guests
4
Agenda
• Method
• Context
• Lifestyle change
• Obstacles and solutions
• Food
• Q&A
5
Methodology Summary
• Representative online samples
of approximately 1,000 adults
per market in each of
27 markets (n=27,000)
• Samples representative of online
population, weighted to reflect
general population census data
• Online surveying in June 2020
• Where historical data are
shown, questions were asked
using an in-person and telephone
methodology before 2019.
Healthy & Sustainable
Living in Context
7
Half of consumers are greatly affected by the COVID-19 pandemicExtent Personally Affected by Issues, Average of 27 Markets, 2020
49
40
31
31
36
39
15
18
22
5
6
8
The coronavirus/
COVID-19
pandemic
The economic
recession
Climate change
Greatly Moderately A little Not at all
T2. How much are you personally affected by each of the following problems?
8
COVID-19 is this year’s most serious global issue for consumers; climate change
and natural resource depletion follow closely behindSeriousness of Global Problems, “Very Serious,” Average of 27 Markets, 2020
68
62
60
60
57
56
55
53
52
52
48
47
44
40
38
38
Coronavirus/COVID-19
Spread of human diseases
Climate change
Depletion of natural resources
Extreme poverty
Air pollution
Single-use plastic waste
Unemployment
Shortages of fresh water
Loss of biodiversity
Gap between rich and poor
State of the global economy
Online data security/privacy
Unequal treatment of women
Social/political division
Mental health problems
T1. For each of the following possible global problems, please indicate if you see it as a very serious, somewhat serious,
not very serious, or not at all serious problem.
Environmental Issues
9
*Includes Australia, Brazil, Canada, China, France, Germany, India, Indonesia, Kenya, Mexico, Nigeria, Russia, Spain, Turkey, UK, and USA
Not asked in all markets in all years. Before 2019 this question was asked using an in-person and telephone methodology.
T1. For each of the following possible global problems, please indicate if you see it as a very serious,
somewhat serious, not very serious, or not at all serious problem.
938986
81
40
50
60
70
80
90
100
India
Average of 16markets
China
USA
Perceived seriousness of climate change is growing in key emitting marketsSeriousness of Climate Change, “Very Serious” and “Somewhat Serious,” Average of
16 Markets* vs China, India, and USA, 2015–2020
10
80
72
4034 322824
15
8
-3
-20
0
20
40
60
80
100
Medical profession
Science/academic institutions
NGOs
Fellow citizens
Large charitable foundations
UN
National companies
National government
Global companies
Press/media
Trust in most organizations has increased or remains stable; national
governments see the largest improvement over the past yearTrust in Institutions, Net Trust,* Average of 17 Markets,** 2001–2020
*“A lot of trust” and “Some trust” minus “Not much trust” and “No trust at all”
**Includes Australia, Brazil, Canada, China, France, Germany, India, Indonesia, Kenya, Mexico, Nigeria, Russia, South Korea,
Spain, Turkey, UK, and USA. Not all markets were asked in all years. Before 2019 this question was asked using an in-person and telephone methodology.
T3. Please indicate how much you trust each of the following institutions to operate in the best interest of our
society. Would you say you have a lot of trust, some trust, not much trust, or no trust at all in…?
11
T25. Please rate each of the following types of companies on how well they fulfil their responsibilities to society compared to
other types of companies…
Following responses to the COVID-19 pandemic, almost all sectors are viewed
more favorablyPerformance of Sectors in Fulfilling their Responsibilities to Society, Net Performance,*
Average of 18 Markets,** 2001–2020
47
4038
29252218
1613
54
-7-8-13
-34
-50
-40
-30
-20
-10
0
10
20
30
40
50
60 Healthcare
Agriculture/farming
Technology/computer
Food
Pharmaceutical
Consumer goods
Large retail
Social media
Clothing/apparel
Media/entertainment
Banks/finance
Home furnishings
Automobile
Beer
Payment/credit
Oil/petroleum
Spirits/alcohol
Mining
Tobacco*“Among the very best” and “Above average” minus “Below average” and “Among the very worst”
**Includes Argentina, Australia, Brazil, Canada, China, France, Germany, India, Indonesia, Kenya, Mexico, Nigeria, Russia, So uth Korea, Spain,
Turkey, UK, and USA (Indonesia and Turkey not included in averages for Beer and Spirits). Not all markets were asked in all years.
Before 2019 this question was asked using an in-person and telephone methodology.
Discussion
Lifestyle Changes
14
Consumers prioritize a healthy lifestyle but the wide gap between aspiration and action
persistsDesire to Change vs Changes Made to Lifestyle, Average of 27 Markets, 2020
Q1. How much would you like to change your lifestyle to be more…? Q2. Have you made any changes to your lifestyle in the past year
to be more…?
47
50
61
39
35
30
A great deal Moderately
24
25
31
44
44
43
Yes, major changes Yes, some changes
Desire to change lifestyle
to be more…
Changes made in the past year
to be more…
Healthy
Environmentally
friendly
Helpful to
others
15
5955
4941
5348
3233
3738
3536
Health changes are a priority across demographics; younger generations and women
most want to changeDesire to Change vs Changes Made to Lifestyle, Average of 27 Markets, by Generation and Gender, 2020
Q1. How much would you like to change your lifestyle to be more…? Q2. Have you made any changes to your lifestyle in the past year
to be more…?
7066
6051
6359
2427
3135
2931
Gen ZMillennial
Gen XBaby Boomer +
FemaleMale
Desire to change lifestyle
A great dealModerately
5753
4535
4944
3436
3943
3740
Helpful to othersHealthy Environmentally friendly
4037
2920
3230
4043
4445
4443
Gen ZMillennial
Gen XBaby Boomer +
FemaleMale
Changes made in the
past year
Yes, major changes
Yes, some changes
3229
2214
2522
4445
4543
4543
2930
2519
2624
4545
4443
4643
Behavior Change Index
17
Healthy and Sustainable Behavior Change Index
1 Wellbeing
2 Saving water/energy
3 Waste reduction
4 Health
5 Ethical purchasing
6 Circularity
7 New technology
8 Travel
9 Altruism
10 Meat free diet
Index groups shown in order of interest
Average of 27 Markets
18
Globally, consumers are most interested in making changes
they perceive as easyDesire vs Difficulty to Change Behaviors, Index Scores, Average of 27 Markets, 2020
Q9. How interested are you in doing more of each of the following in the coming year?
Q10b. How difficult or easy do you think it would it be for you to do more of each of the following?
Ability to do
more
Interest in
doing more
Very easy
Very difficult
Extremely
interested
Not at all
interested
HS
L2
0_in
dex_
mtx
Low Interest, High Difficulty
Low Interest, Low Difficulty High Interest, Low Difficulty
High Interest, High Difficulty
Discussion
Obstacles and Solutions
21
Growing sense of conflict and disempowermentEnvironmental Attitudes, “Strongly Agree” and “Somewhat Agree,” Average of 24 Markets,*
2019–2020
Q11. Please indicate whether you strongly agree, somewhat agree, neither agree nor disagree, somewhat disagree, or
strongly disagree with each of the following statements.
47
32
26
34
27
21
What is good for me is often notgood for the environment
I believe that individuals cannot domuch to save the environment
I think people exaggerate theseriousness of environmental problems
2020 2019
*Does not include Singapore, Thailand, and Vietnam as tracking data unavailable.
22
Consumers believe that affordability of responsible products and services is keyCompany Actions to Help People and the Environment, Average of 27 Markets, 2020
Q21. What are the best ways for companies to help you live in a way that is better for both people and the environment?
Please select 2 actions from the following list.
50
36
32
30
24
Make more affordable products and servicesthat are better for both people and the
environment
Create new products that are better for bothpeople and the environment
Collaborate with governments/NGOs/scientistsand other businesses to find solutions to social
and environmental problems
Make it easier to understand which productsand services are better for both people and the
environment
Provide more information on how to improve
people’s health and the environment
Social Influence
24
Consumers are actively seeking information to improve their lifestyles; family and
friends are encouraging them to changeHealthy and Environmentally Friendly Lifestyles, “Very Often” and “Often,” Average of 27 Markets, 2020
Q19. Over the past year, please indicate how often you have done or experienced each of the following.
56% Sought out information related to healthier lifestyles
34% Felt ashamed about living an unhealthy lifestyle
46%Have been encouraged to live a healthier lifestyle by family or
friends
33%Have been inspired by an online influencer or celebrity to live a
healthier lifestyle
47%Sought out information related to environmentally friendly
lifestyles
30%Felt ashamed about living a lifestyle that is not environmentally
friendly
40%Have been encouraged to live an environmentally friendly lifestyle
by family or friends
31%Have been inspired by an online influencer or celebrity to live an
environmentally friendly lifestyle
Healthy Lifestyle Environmentally Friendly Lifestyle
25
Younger generations are most likely to seek information and to feel ashamed about
their current lifestylesHealthy and Environmentally Friendly Lifestyles, “Very Often” and “Often,” Average of 27 Markets, 2020
Q19. Over the past year, please indicate how often you have done or experienced each of the following.
33
29
23
13
35
36
32
28
23
25
28
32
6
7
10
14
3
4
7
13
Gen Z
Millennial
Gen X
Baby Boomer +
Very often Often Sometimes Rarely Never
Sought out information related to
environmentally friendly lifestyles
Sought out information related to
healthier lifestyles
19
15
10
5
25
24
18
10
29
31
28
25
15
17
21
27
11
13
23
33
23
18
12
5
27
25
19
11
27
30
29
26
14
15
19
26
10
12
21
33
Gen Z
Millennial
Gen X
Baby Boomer +
25
23
17
10
32
33
28
23
28
27
29
30
10
11
14
19
5
6
12
18
Felt ashamed about living an
unhealthy lifestyle
Felt ashamed about living a lifestyle that is
not environmentally friendly
26
Have been encouraged to live an
environmentally friendly lifestyle by
family or friends
Have been inspired by an online influencer
or celebrity to live an environmentally
friendly lifestyle
Older generations are less likely to be influenced by opinions of othersHealthy and Environmentally Friendly Lifestyles, “Very Often” and “Often,”
Average of 27 Markets, 2020
Q19. Over the past year, please indicate how often you have done or experienced each of the following.
28
25
17
9
30
31
27
22
24
25
29
29
11
11
14
19
7
8
13
21
Gen Z
Millennial
Gen X
Baby Boomer +
Very often Often Sometimes Rarely Never
Have been encouraged to live a
healthier lifestyle by family or friends
22
17
10
4
26
24
17
10
24
25
24
18
14
16
17
21
14
19
32
47
24
19
11
4
28
24
18
10
23
25
23
19
13
15
17
20
12
17
31
47
Gen Z
Millennial
Gen X
Baby Boomer +
23
21
15
8
28
28
25
17
25
26
26
26
15
14
16
20
10
11
18
28
Have been inspired by an online influencer or
celebrity to live a healthier lifestyle
Discussion
Food case study
29
46
20
12
12
8 2
Health
Animal treatment
Environmental
Financial
Nothing would makeme eat less meat
Other
A large minority of meat eaters favor plant-based alternatives; health and animal treatment
are the main reasons for potential reduction in meat consumptionPreference for Meat and Reasons to Reduce Meat Consumption, All Who Eat Meat, Average of
27 Markets, 2020
Q13. Assuming each tasted equally good, had equal nutritional value and cost the same, which one of the following do you pref er?
Q14. What would be the most important reason, if any, for you to reduce the amount of meat you eat?
59
41
Real meat from animals
Meat-like alternatives made from plants
Assuming equal taste, nutritional value, cost
Meat eaters prefer…
Most important reasons for meat eaters to
reduce their consumption…
30
Q&A
Kajsa-Stina KalinHealthy & Sustainable Living Leader
Inter IKEA Group
Cristianne CloseGlobal Practice Leader, Markets
WWF
Chris CoulterChief Executive Officer
GlobeScan
Douglas SaboChief Sustainability Officer
VISA
Eric WhanSenior Director
GlobeScan
Hosts Special Guests
31
GlobeScan is an insights and strategy consultancy, focused on helping our
clients build long-term trusting relationships with their stakeholders. Offering a
suite of specialist research and advisory services, we partner with business,
NGOs and governmental organizations to meet strategic objectives across
reputation, sustainability and purpose.
Established in 1987, GlobeScan has offices in Cape Town, Hong Kong,
London, Paris, San Francisco, São Paulo and Toronto, and is a participant of
the UN Global Compact and a Certified B Corporation.
www.globescan.com
Thank-you!
Contact:
Eric Whan, GlobeScan
32
Taste, price, and health are determinants for food/drinks purchase choices;
environmental impacts are less likely to be priorities but are still importantFood and Drink Purchase Considerations, “Always” and “Often,” Average of 27 Markets, 2020
Q17. Thinking of the foods and drinks that you choose and how they are produced, distributed and sold, please indicate how
often you consider each of the following in your choices.
84
79
73
61
57
55
55
54
52
51
50
49
47
44
Taste
Price
Health / nutritional value
Information about ingredients/recyclability
Hormones/antibiotics/chemicals
Amount of packaging
Recyclability of packaging
Responsible brand
GM ingredients
Organic
Treatment of animals
Environmental impacts
Treatment of producers/farmers
Environmental impacts of transport
Basic product attributes
Environment
Social responsibility and transparency
Ingredients and health
Packaging
33
GlobeScan created a second consumer segmentation
to describe consumers and their considerations when
purchasing food and drink. This was created to help
understand and target consumer needs and
preferences.
When considering food and drink purchases, consumers fall into three segmentsPurchase Consideration Segmentation, Average of 27 Markets, 2020
36
33
31Environment
Health
Price and taste
53
52
47
46
46
44
43
42
40
38
38
37
36
34
34
33
33
31
31
30
28
28
28
27
24
22
20
31
37
21
29
37
25
19
36
30
40
29
49
35
28
24
27
33
39
33
25
36
37
34
28
46
34
48
16
11
31
25
17
31
37
22
30
22
33
14
29
38
42
39
34
30
36
45
36
35
39
45
30
43
31
India
Vietnam
Mexico
Indonesia
Turkey
Thailand
Brazil
Saudi Arabia
Nigeria
Italy
Kenya
China
Singapore
South Africa
United Kingdom
Argentina
Spain
France
Germany
Australia
South Korea
Sweden
United States
Canada
Hong Kong
Japan
Russia
34
The largest segment in each market variesLargest Purchase Consideration Segment, by Market, 2020