project title sub-title here...food behaviors, interest vs ease of doing more, average of 27...
TRANSCRIPT
2020 Highlights7 October
2
Introduction
3
Introductions
Kajsa-Stina KalinHealthy & Sustainable Living LeaderInter IKEA Group
Cristianne CloseGlobal Practice Leader, MarketsWWF
Chris CoulterChief Executive OfficerGlobeScan
Douglas SaboChief Sustainability Officer Visa Inc.
Eric WhanSenior DirectorGlobeScan
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 country in each of 27 countries (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 Countries, 2020
49
40
31
31
36
39
15
18
22
5
6
8
The coronavirus/COVID-19pandemic
The economicrecession
Climate change
Greatly Moderately A little Not at all
T2. How much are you personally affected by each of the following problems?
8
Great variability in impacts of challenges across the worldExtent Personally Affected By…, “Greatly,” Average of 27 Countries, 2020
T2. How much are you personally affected by each of the following problems?
49 53
23
66
2941 39
13
4654
74
4832
71
4057
22
52
20 2330
9
3342
5446
18
65
3138
15
40
17 22
43
15 2237 35
52
9
31
27-country average
Argentina Australia Brazil Canada China France Germany Hong Kong India Indonesia Italy Japan Kenya
The coronavirus/COVID-19 pandemic The economic recession Climate change or global warming
7360
4562
4760 56
49
31
6374
34 36
5766 64
46 43 37
57
39 43
17
60 66
1527
40
60
25 30 26 2330 30
41
15
4456
13 19
52
Mexico Nigeria Russia SaudiArabia
Singapore SouthAfrica
SouthKorea
Spain Sweden Thailand Turkey UnitedKingdom
UnitedStates
Vietnam
9
8072
4034 322824158
-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 Countries,** 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 countries 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…?
10T25. 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 favorably Performance of Sectors in Fulfilling their Responsibilities to Society, Net Performance,* Average of 18 Countries,** 2001–2020
474038
29252218
161354
-7-8-13
-34
-50
-40
-30
-20
-10
0
10
20
30
40
50
60 HealthcareAgriculture/farmingTechnology/computerFoodPharmaceuticalConsumer goodsLarge retailSocial mediaClothing/apparelMedia/entertainmentBanks/financeHome furnishingsAutomobileBeerPayment/creditOil/petroleumSpirits/alcoholMiningTobacco
*“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, South Korea, Spain, Turkey, UK, and USA (Indonesia and Turkey not included in averages for Beer and Spirits). Not all countries were asked in all years. Before 2019 this question was asked using an in-person and telephone methodology.
11
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 Countries, 2020
6862
6060
575655
535252
4847
4440
3838
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
12
*Includes Australia, Brazil, Canada, China, France, Germany, India, Indonesia, Kenya, Mexico, Nigeria, Russia, Spain, Turkey, UK, and USANot asked in all countries 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.
93898681
40
50
60
70
80
90
100India
Average of 16countriesChina
USA
Perceived seriousness of climate change is growing in key emitting marketsSeriousness of Climate Change, “Very Serious” and “Somewhat Serious,” Average of 16 Countries* vs China, India, and USA, 2015–2020
Discussion
Lifestyle Changes
15
Consumers prioritize a healthy lifestyle but the wide gap between aspiration and action persistsDesire to Change vs Changes Made to Lifestyle, Average of 27 Countries, 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
16
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 Countries, 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 lifestyleA 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 changesYes, some changes
3229
2214
2522
4445
4543
4543
2930
2519
2624
4545
4443
4643
Behavior Change Index
18
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 interestAverage of 27 Countries
19
Globally, consumers are most interested in making changes they perceive as easyDesire vs Difficulty to Change Behaviors, Index Scores, Average of 27 Countries, 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
HSL20_index_mtx
Low Interest, High Difficulty
Low Interest, Low Difficulty High Interest, Low Difficulty
High Interest, High Difficulty
20
75
66
70
53
62
51
35
Saving energy in my household
Recycling materials
Saving water in my household
Repairing broken products
Reselling or donating products
Buying furniture that is easy to maintain andrepair
Generating or buying renewable energy
Saving more energy at home is important for consumers; they are also keen to recycle and save waterHomelife Behaviors, Interest vs Ease of Doing More, Average of 27 Countries, 2020
80
74
72
65
63
60
57
Saving energy in my household
Recycling materials
Saving water in my household
Repairing broken products
Reselling or donating products
Buying furniture that is easy to maintainand repair
Generating or buying renewable energy
Interested in changing, “extremely” and “very
interested”
Ease of changing, “very” and
“somewhat easy”
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?
21
54
56
47
57
49
Minimizing my negativeimpact on the…
Choosing tourist activitiesand experiences…
Choosing environmentallyfriendly hotels,…
Reducing number ofpersonal trips and/…
Travelling by train or businstead of by plane
Consumers are interested in more responsible travellingTravel Behaviors, Interest vs Ease of Doing More, Average of 27 Countries, 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?
65
59
54
47
42
Minimizing my negative impact on theenvironment when travelling
Choosing tourist activities and experiencesthat are nature-themed or environmentally
friendly
Choosing environmentally friendly hotels,lodges and other accommodations
Reducing number of personal trips and/or travelling closer to home
Travelling by train or bus instead of byplane
Interested in changing, “extremely” and “very
interested”
Ease of changing, “very” and
“somewhat easy”
Discussion
Obstacles and Solutions
24
Growing sense of conflict and disempowermentEnvironmental Attitudes, “Strongly Agree” and “Somewhat Agree,” Average of 24 Countries,* 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.
53
47
32
26
43
34
27
21
I feel guilty about my negativeimpact on the environment
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.
25
Consumers believe that affordability of responsible products and services is keyCompany Actions to Help People and the Environment, Average of 27 Countries, 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
27
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 Countries, 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
Healthy Lifestyle Environmentally Friendly 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
28
Younger generations are most likely to seek information and to feel ashamed about their current lifestylesHealthy and Environmentally Friendly Lifestyles, “Very Often” and “Often,” 27 countries
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
29
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 Countries, 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
32
73
68
80
65
52
42
Reducing food waste
Eating healthy andnutritious food
Preparing meals athome
Eating locally grownfoods
Eating organic foods
Eating plant-based,meat-free foods
Consumers express more interest in sustainable food behaviors that seem easier; eating organic and plant-based foods is seen as more difficultFood Behaviors, Interest vs Ease of Doing More, Average of 27 Countries, 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?
78
78
77
69
60
39
Reducing food waste
Eating healthy and nutritious food
Preparing meals at home
Eating locally grown foods
Eating organic foods
Eating plant-based, meat-freefoods
Interested in changing, “extremely” and “very
interested”
Ease of changing, “very” and
“somewhat easy”
33
46
20
12
12
8 2
Health
Animal treatment
Environmental
Financial
Nothing would makeme eat less meatOther
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 Countries, 2020
Q13. Assuming each tasted equally good, had equal nutritional value and cost the same, which one of the following do you prefer?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 animalsMeat-like alternatives made from plants
Assuming equal taste, nutritional value, costMeat eaters prefer…
Most important reasons for meat eaters to reduce their consumption…
34
Q&A
Kajsa-Stina KalinHealthy & Sustainable Living LeaderInter IKEA Group
Cristianne CloseGlobal Practice Leader, MarketsWWF
Chris CoulterChief Executive OfficerGlobeScan
Douglas SaboChief Sustainability Officer Visa Inc.
Eric WhanSenior DirectorGlobeScan
Hosts Special Guests
35
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, [email protected]