The eco-conscious consumers are more price conscious and prefer local brands. However, they are also 3 times more likely to buy an innovative product if it has a strong environmental focus.

The inner values of eco-conscious consumers are quite different versus non-eco-conscious consumers. Tapping into these values and their preferences increases the effectiveness of your marketing and sales efforts. This analysis on a global scale gives you a clear view of how to target this specific segment of consumers in order to be successful. 

Understanding eco-conscious consumers

Local brands are gaining popularity as sustainability becomes more important to global brand strategy. In this report, we explore how marketers and sustainability professionals can better understand eco-conscious consumers and communicate with them effectively.

A global consumer profile

Our analysis uses Glocalities online survey data from 2016, covering consumers aged 18–65 in 24 countries. We compare the highest- and lowest-scoring thirds on environmental attitudes, setting the middle third aside to identify differences in values, preferences and behaviour.

Values and expectations

We examine the values that resonate with eco-conscious consumers, including environmental responsibility, idealism, equality and well-being. The report also looks at their views on business ethics, brand stories and the environmental impact of products and services.

Shopping, brands and innovation

The analysis explores price sensitivity, brand preferences and responses to new products. Eco-conscious consumers are more likely to prefer local brands, and a strong environmental focus can make innovative products more appealing to them.

Turning insight into action

We translate these findings into practical guidance for marketing eco-friendly products and brands, from communicating environmental benefits clearly to making the brand story transparent and locally relevant. Download the full report for the consumer profiles, international comparisons and recommendations.