Increasingly environmentally conscious consumers represent an opportunity.
20% of global spend in the FMCG sector is by consumers who care about how brands affect the environment. One in five shoppers say that since the COVID pandemic began, they have adopted more green habits, and 16% are focusing more on environmental initiatives. *
Packaging, with plastic waste a particular concern, is what consumers care about most.
Brands should be alert to tactical opportunities to create goodwill through acts of humanity and generosity – especially if they have been proclaiming these virtues prior to the COVID pandemic.
The opportunity is to create stronger links with your brand's communities going forward, helping the most vulnerable.
Podcast Of The Week
Who Cares, Who Does? A report from insights consultancy Kantar *