Who Cares? Who Does?
Highlights from our Global Sustainability Survey 2025
Societal concerns appear in top global challenges
This year our Shopper Global Concerns include environmental as well as societal challenges. The three highest ranking concerns were a mix of environmental and societal challenges.
Global warming was the top environmental challenge listed, with water shortage and water pollution not far behind. The societal challenges that appear top of mind for shoppers are unemployment and international conflict.
As a company, when trying to respond to these concerns, can you think of ways to effectively link them to everyday challenges shoppers are facing?
Sustainable product attributes to lean into
Our shoppers are telling us they are already frequently choosing products with only natural ingredients, 100% recyclable packaging and locally sourced ingredients. Continuing such efforts in product and packaging development seems worthwhile.
On the flip side, there are a few items that our shoppers told us they don’t buy today but would like to, if they were available. These products are items without microplastics, ingredients from sustainable sources and products with only organic ingredients.
How can you start initiatives which address these assortment gaps? Either by educating consumers about which products meet them, or through sustainable innovations that meet these consumer expectations.
Trade-offs shoppers are willing to make for sustainability
What would you be willing to sacrifice for a better environment? This question was asked through a product lens this year.
Shoppers told us they’d be willing to accept trade-offs such as bringing their own packaging or accepting plainer packaging (e.g. simpler design, less material).
However, they were also clear that they will not accept paying a higher price for a more sustainable option. When attempting to increase sustainable actions be sure to understand what shoppers are willing to do and what not.
