2020 H Hig ighlig ights 7 October Introductio ion 2 - - PowerPoint PPT Presentation

2020 H Hig ighlig ights

7 October

2

Introductio ion

3

Introductio ions

Kajsa-Stina Kalin

Healthy & Sustainable Living Leader Inte ter I IKEA G Grou

• up

Cristianne Close

Global Practice Leader, Markets WWF WWF

Chris Coulter

Chief Executive Officer GlobeSc Scan

Douglas Sabo

Chief Sustainability Officer Vi Visa sa Inc.

Eric Whan

Senior Director GlobeSc Scan

Hosts Special Guests

4

Agen genda

• Method
• Context
• Lifestyle change
• Obstacles and solutions
• Food
• Q&A

5

Met ethodo dology gy Summa mmary

• Representative online samples
• f 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.

Hea ealth thy & y & Susta tainable e Liv iving in in Co Context

7

Half of

• f con
• nsumers

rs are re g gre reatly affected b by the C COVID-19 19 p pandemic

Extent Personally Affected by Issues, Average of 27 Countries, 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

Great at var ariab ability in in impac acts o

• f c

chal allenges ac across t the world

Extent 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 29 41 39 13 46 54 74 48 32 71 40 57 22 52 20 23 30 9 33 42 54 46 18 65 31 38 15 40 17 22 43 15 22 37 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

73 60 45 62 47 60 56 49 31 63 74 34 36 57 66 64 46 43 37 57 39 43 17 60 66 15 27 40 60 25 30 26 23 30 30 41 15 44 56 13 19 52 Mexico Nigeria Russia Saudi Arabia Singapore South Africa South Korea Spain Sweden Thailand Turkey United Kingdom United States Vietnam

9 80 72 40 34 32 28 24 15 8

• 3
• 20

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 st in m most st organization

• ns h

has i s incre reased o

• r r

remains s stable; national govern rnments s s see t the l larg rgest st i impr provement over t r the p past y year

Trust 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…?

10

• T25. Please rate each of the following types of companies on how well they fulfil their responsibilities to society compared to
• ther types of companies…

Follo llowing r g responses t to the COVID-19 pa pandemic, almost a all se sectors rs are re vi viewed more re f favor

• rably

Performance of Sectors in Fulfilling their Responsibilities to Society, Net Performance,* Average of 18 Countries,** 2001–2020

47 40 38 29 25 22 1816 13 5 4

• 7
• 8
• 13
• 34
• 50
• 40
• 30
• 20
• 10

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, 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

COV OVID-19 i is this s year’ r’s m most st seri riou

• us

s glob

• bal i

issu ssue f for c r consu sumers; rs; c climate change and natu tural r l resource d deple leti tion f foll llow closely b behind

Seriousness of Global Problems, “Very Serious,” Average of 27 Countries, 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

12

*Includes Australia, Brazil, Canada, China, France, Germany, India, Indonesia, Kenya, Mexico, Nigeria, Russia, Spain, Turkey, UK, and USA Not 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.

93 89 86 81 40 50 60 70 80 90 100 India Average of 16 countries China USA

Perceived s seri riou

• usn

sness ss of climate c change i is growing i in key e emitting m markets

Seriousness of Climate Change, “Very Serious” and “Somewhat Serious,” Average of 16 Countries* vs China, India, and USA, 2015–2020

Discu cussio ion

Lifestyle le C Changes

15

Con

• nsumers prior
• ritize a

a healthy lifestyl yle b but the wide g gap between aspiration and action persist sts

Desire 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 t e to change l e lifest style e to

• be m

mor

• re…

Cha hanges m es made i in the p past st y year to

• be m

mor

• re…

Healthy hy Envir ironm nment ntal ally y frie iendly Hel elpf pful t to

• t
• thers

16 59 55 49 41 53 48 32 33 37 38 35 36

Health c chang nges a are a pr priority across demographics; young unger gene nerations and nd women n most want nt t to chang nge

Desire 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…?

70 66 60 51 63 59 24 27 31 35 29 31 Gen Z Millennial Gen X Baby Boomer + Female Male

Desire t e to change l e lifest style

A great deal Moderately 57 53 45 35 49 44 34 36 39 43 37 40

Help lpful t l to ot

• thers

Healt althy Environmentally ally f friendly ly

40 37 29 20 32 30 40 43 44 45 44 43 Gen Z Millennial Gen X Baby Boomer + Female Male

Cha hanges m es made i in the past st y yea ear

Yes, major changes Yes, some changes 32 29 22 14 25 22 44 45 45 43 45 43 29 30 25 19 26 24 45 45 44 43 46 43

Be Beha havi vior Chang ange I Inde dex

18

Healthy a y and S Sustai ainable le Behavio ior Chan ange Index

1

Wellb lbeing

2

Saving w water/energ rgy

3

Waste re reduction

4

Healt lth

5

Ethic ical al p purchas asin ing

6

Circ rcula lari rity

7

New t techn hnolo

• logy

8

Tr Travel

9

Alt ltru ruism

10 10

Me Meat fre free d diet Inde dex g groups s shown in in orde der o

• f in

interest Average of 27 Countries

19

Glob

• bally, c

consu sumers rs are m most st intere rested i in m making c changes s they pe perceive a as e s easy

Desire 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 t to do more re Interest i in doi

• ing m

mor

• re

Very easy Very difficult Extremely interested Not at all interested

HSL20_index_mtx

Lo Low In Interest, H High D Diffi ficulty Lo Low In Interest, Lo Low D Diffi ficulty High In h Intere rest, Lo Low D Diffi ficulty High In h Intere rest, H High D h Diffi ficulty

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 and repair Generating or buying renewable energy

Saving mo more en e ener ergy at home me is impo portant f for c consumers; t they a are a e also keen een to to r recyc ycle and nd save w water

Homelife 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 maintain and repair Generating or buying renewable energy

Inter eres ested ed i in c chang nging ng, “ex “extremely” a and nd “v “ver ery inter eres ested ed” Ease of f changing, “v “ver ery” a and nd “somew mewhat e 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 negative impact on the… Choosing tourist activities and experiences… Choosing environmentally friendly hotels,… Reducing number of personal trips and/… Travelling by train or bus instead of by plane

Consumer mers are inter eres ested ed i in more r responsible e travel elling

Travel 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 the environment when travelling Choosing tourist activities and experiences that are nature-themed or environmentally friendly Choosing environmentally friendly hotels, lodges and other accommodations Reducing number of personal trips and/

• r travelling closer to home

Travelling by train or bus instead of by plane

Inter eres ested ed i in c chang nging ng, “ex “extremely” a and nd “v “ver ery inter eres ested ed” Ease of f changing, “v “ver ery” a and nd “somew mewhat e easy”

Discu cussio ion

Obstacl acles a and S nd Solutio ions ns

24

Growing s sense se o

• f conflict a

and d dise sempo powerm rment

Environmental 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 negative impact on the environment What is good for me is often not good for the environment I believe that individuals cannot do much to save the environment I think people exaggerate the seriousness of environmental problems 2020 2019

*Does not include Singapore, Thailand, and Vietnam as tracking data unavailable.

25

Consu sumers b rs believe t that a affor

• rdability o
• f respon

ponsible p products a s and services i s is key

Company 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 services that are better for both people and the environment Create new products that are better for both people and the environment Collaborate with governments/NGOs/scientists and other businesses to find solutions to social and environmental problems Make it easier to understand which products and services are better for both people and the environment Provide more information on how to improve people’s health and the environment

Social cial I Influe uenc nce

27

Consu sumers rs are a actively s seeking i infor

• rmation
• n t

to i impr prove t their r lifest styles; s; family a and fri riends a are re e encouraging t them t to

• change

Healthy 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 o

• ut information related to healthier

lifestyles

34%

Felt elt ashamed ed about living an unhealthy lifestyle

46%

Have been encouraged to live a healthier lifestyle by family ly o

• r f

friends

33%

Have been inspired by an online i influencer o

• r

cele lebr brity to live a healthier lifestyle

Healthy Lifestyle Environmentally Friendly Lifestyle

47 47%

Sought o

• ut information related to

environmentally friendly lifestyles

30%

Felt elt ashamed ed about living a lifestyle that is not environmentally friendly

40%

Have been encouraged to live an environmentally friendly lifestyle by family ly o

• r

friends

31%

Have been inspired by an online i influencer o

• r

cele lebr brity to live an environmentally friendly lifestyle

28

Younger r genera ration

• ns a

s are most st l likely t to seek i inform

• rmation
• n a

and to feel a ashamed about t their r curre rrent l lifest styles

Healthy 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 ht out i informat atio ion related to environmentally friendly lifestyles Sought ht out i informat atio ion 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 a asham hamed about living an unhealthy lifestyle Felt a asham hamed about living a lifestyle that is not environmentally friendly

29 Have been encouraged to live an environmentally friendly lifestyle by fam amily o

• r frie

iends Have been inspired by an online ne i influe uenc ncer

• r c

celebrit ity to live an environmentally friendly lifestyle

Older g r genera ration

• ns a

s are l less l ss likely t to be influenced b by opinion

• ns of ot
• thers

rs

Healthy 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 fam amily o

• r frie

iends 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 ne i influe uenc ncer o

• r

celebrit ity to live a healthier lifestyle

Discu cussio ion

Food c case s stu tudy y

32 73 68 80 65 52 42

Reducing food waste Eating healthy and nutritious food Preparing meals at home Eating locally grown foods Eating organic foods Eating plant-based, meat-free foods Consu sumers e s expre ress ss more re i intere rest st i in sust stainable le f food be behaviors rs that s seem eem easier; e eati ting o

• rganic a

and nd p plant nt-based f d foods ds i is s seen as more difficu cult

Food 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-free foods

Inter eres ested ed i in c chang nging ng, “ex “extremely” a and nd “v “ver ery inter eres ested ed” Ease of f changing, “v “ver ery” a and nd “somew mewhat e easy”

33 46 20 12 12 8 2 Health Animal treatment Environmental Financial Nothing would make me eat less meat Other

A A large m minority of

• f m

meat eaters s fav avor pla plant-ba based al alter ernatives es; h heal ealth an and an animal al treat eatment are the m main reason sons for

• r potential reduction i

in m meat c con

• nsumption

Preference 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 animals Meat-like alternatives made from plants

Assuming equal taste te, nutritional v valu lue, cost st Meat eaters prefer… Most important reasons for meat eaters to reduce uce their consumption…

34

Q&A Q&A

Kajsa-Stina Kalin

Healthy & Sustainable Living Leader Inte ter I IKEA G Grou

• up

Cristianne Close

Global Practice Leader, Markets WWF WWF

Chris Coulter

Chief Executive Officer GlobeSc Scan

Douglas Sabo

Chief Sustainability Officer Vi Visa sa Inc.

Eric Whan

Senior Director GlobeSc Scan

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

Than ank-you!

• u!

Co Contact: Eri ric W Wha han, G Glob lobeScan eric.w .wha han@glob lobescan.c .com