Consumer research company Innova Market Insights recently noted that overall interest in the how one can contribute to preserving the environment is intensifying, according to its new report. According to their surveys, 21% of consumers globally said that environmental factors had become more important to them, and that, going into 2021, as many as one third  of respondents intend to improve their environmental impact over the year.
 
Especially so, consumers are becoming much more aware of the food they eat, where it comes from, and its overall impact on the planet as well as its carbon footprint.
 
The research suggests that levels of interest in sustainability are highest in the emerging markets of Asia and Latin America, due to greater direct exposure to the adverse effects of environmental damage and climate change, as well as a lack of more sustainable choices in these regions, Innova said. However, even in more developed economies, where there is a longer history of exposure to sustainable choices, there is still interest in doing more.
 
In Europe, for example, Innova reports that the health of the planet is of almost equal concern to the health of the population, even at a time when the COVID-19 pandemic has put human health in sharpened focus. “For consumers in France and Germany, the health of the planet ranks above the health of the population, as a concern.”
 
When looking at the key issues, there are clear geographical differences in terms of focus, Innova Market Insights said – air pollution and water shortages are of most significant concern to Asia and Latin America due to the impact that they have on local livelihoods. In a similar way, littering and landfill is of particular concern in Indonesia, reportedly home to the world’s largest landfill site. In contrast, plastic waste and ocean pollution are key issues in Europe following significant media coverage, and a general turning point in society’s focus on plastic’s impact on the planet and plastic alternatives.
 
Globally, consumers place the onus of responsibility for boosting sustainability on business and government, however, over 80% of Latin Americans believe more should be done by industry and national leaders. Only 60% of survey respondents in the U.S. shared such a belief, however.
 
“Understanding and helping to tackle environmental concerns in local markets, while supporting consumers who are seeking to improve their environmental impact, are ways in which companies can strengthen their sustainability strategies,” Innova said. “Agile brands and manufacturers around the world are ramping up their sustainability game as the demand for sustainable products continues to swell.”