A survey of more than 18,000 consumers in eight countries seeks to uncover attitudes towards sustainability and, in particular, how consumer behaviour might change in 2021.
When asked to pinpoint their priorities for the new year, respondents ranked ‘helping the planet and taking action towards living a more sustainable lifestyle’ second (40%) behind exercising more (48%).
More than half of Brazilian respondents (51%) intend to prioritise eco-conscious activity. Additionally, 81% of overall respondents want to be more sustainable in 2021, ranging from 94% of Indonesians to 65% in Germany.
Comparing those who’ve made resolutions previously against those who intend to make one this year, the data also showed a 5% rise in the respondents who say they will make a new year’s resolution relating to the environment for 2021 (32% overall) compared to previous years (27%).
This report proves that 2020 was a wakeup call to protect our planet.
The findings are part of Garnier’s One Green Step Report which looks at the scale of the shift towards environmentally focused resolutions in 2021 and suggests that 2020 was a significant wakeup call for many for the need to take further green steps to protect our planet.
Looking more closely at specific aspects of sustainability respondents intend to focus on in 2021, reducing plastic consumption was ranked first overall (69%) in the majority of countries.
Recycling more generally is a priority for nearly two-thirds overall (65%), with those in Brazil (77%) and India (72%) showing the greatest planned commitment.
Despite people’s best intentions, a much lower proportion (16%) will abstain from air travel or stop driving (29%). Meanwhile, UAE respondents are the most likely to stop buying fast fashion (38%).
A green resolution
Encouragingly, more than three-quarters overall believe keeping a green resolution will be easier now than the past (78%) with those in India (91%) and UAE (90%) the most optimistic.
Living through Covid-19 has made almost 4 in 10 respondents (who also said it will now be easier to stick to a resolution) re-evaluate their priorities (40%) prompting them to opt for greener lifestyles.
Just over a third of this group of respondents (36%) say keeping a green resolution will be easier now they are more knowledgeable about the environment.
Garnier’s Global Brand President, Adrien Koskas, comments, ‘This report proves that 2020 was a wakeup call to protect our planet. The research looks at 8 countries, across 4 continents and shows that 2020 has acted as a stark reminder that we all need to take steps towards a greener planet.
The aim is to empower our consumers to take one green step by making a more sustainable choice.
‘At Garnier we are trying to take green steps to do just that – in 2020 we launched our end-to-end approach to sustainability – Green Beauty – which came with a wave of sustainable innovations, like our first ever solid shampoo bar with zero plastic waste, reusable eco-pads for removing makeup, and this year 100% recycled and recyclable bottles in our Fructis haircare range.
‘Also, we hope to inform our consumers by publishing environmental impact scores of all our haircare products, launched in France and launching in the UK, US and Germany this year. The aim is to empower our consumers to take one green step by making a more sustainable choice.’
A total of 40% of those who said the last year made them think differently about their behaviours say the pandemic has made them feel more accountable for their actions (57% in Brazil, 22% in Indonesia).
A similar proportion (41%) state 2020 was a ‘wake-up call’ to protect the environment; this was felt most in Brazil (56%). Just over a third have appreciated their environment and nature more than before (36%), with Indonesians the most aware (43%).
Behaviour change
Some respondents have already begun to change the way they behave. A total of 28% state they are acting in a more eco-conscious way, a response given by 43% of people in Indonesia compared to a fifth of US respondents (18%).
The report also highlights the key role brands have to play with 36% of people surveyed – rising to half of Brazilians – believing they can help society live more sustainably.
In addition, nearly a third overall are willing to take ‘small green steps’ (32%) but want brands to help them do so. This increases to 44% of Indian and Indonesian respondents.
While many of those surveyed feel positive change on the environment is in the air, 29% say damage to the planet is still being ignored; 47% of Brazilian and 40% of French respondents hold this belief.
44% overall suggest Covid-19 has made people take environmental issues more seriously, rising to 60% of those in Indonesia.
Furthermore, 44% of all respondents say companies have a duty to offer brands that aid a sustainable lifestyle. Half of Indian respondents agree, though this falls to 37% of French respondents, 39% of those based in the US and 41% in the UK.
A total of 43% want more environmental information about products they use and would consider switching to a more environmentally friendly brand; this rises to 58% in Indonesia.
Finally, 82% of overall respondents are hopeful 2021 will be more positive than 2020, with 98% of Indonesian and 94% of Indian people surveyed confident. French respondents are less so, with 19% suggesting 2021 will not be more positive, along with 18% of Germans.
The main reason to feel confident, according to 49% of those respondents who are hopeful about the coming year, is that they think the pandemic has taught people a valuable lesson about their own responsibilities and those of society as a whole.
44% overall suggest Covid-19 has made people take environmental issues more seriously, rising to 60% of those in Indonesia.
A third of people surveyed overall, including 52% of those in India, believe governments will now make more effort to create an eco-friendly future.
One Green Step top findings
- Of those intending to make a resolution this New Year, respondents in every nation polled in Garnier’s One Green Step survey state they’re more likely to make an environmentally focused resolution than in the past
- Reducing plastic consumption was ranked first overall (69%) in the majority of countries
- More than three-quarters overall believe keeping a green resolution will be easier now than the past (78%) with those in India (91%) and UAE (90%) the most optimistic
- 73% of respondents in the UK want to be more sustainable in 2021
- 41% of those who said the last year made them think differently about their behaviours say 2020 was a ‘wake-up call’ to protect the environment; this was felt most keenly in Brazil (56%)
- 82% of overall respondents are hopeful 2021 will be more positive than 2020 – 98% of Indonesian and 94% of Indian respondents
- 44% suggest Covid-19 has made people take environmental issues more seriously
