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Oct 21, 2019

"Brands must implement sustainable initiatives", say 81% of Europeans

Evolving Sustainability | Consumers willing to change their consumption habits but expect the same from brands

Lisbon, October 2019 - A Nielsen presented the report “Evolving Sustainability” and outlines the impact of concerns about sustainability for consumption in Western Europe. The outlined scenario has enormous consequences, particularly associated with the use of plastic - we produce more plastic each year than the combined weight of the global population and by 2050 a greater amount of plastic is expected than fish in the oceans.

Indeed, 81% of European consumers covered in the Nielsen study say that it is very important for brands to implement programs that improve the environment. There are, however, different degrees of concern about this type of issue among European consumers. Age is one of the determining factors - 85% of Millennials (21-34 years) firmly affirm that companies should strive to improve the environment, against 72% of Baby Boomers (50-64) and 65% of Silent Generation ( 65+).

Sustainability has come to consumption and the requirements are increasingly broadened. In Europe, according to this Nielsen report, consumers assume that variables such as the social responsibility of the brand, the reusable / recyclable nature of packaging and the transparency of information impact their decision to buy or experiment, encouraging innovation.

Evolving Sustainability

Furthermore, sustainability can often be related to values premium, with 30% to 40% of European consumers saying they are willing to pay a high price for products that meet certain sustainable standards.

“In Portugal, the scenario is similar and follows the most emerging global trends: 85% of Portuguese people assume that companies' support for environmental causes impacts their purchase decision. That is why there are several opportunities that are open to brands in the face of this challenge. The ability to implement sustainable initiatives will drive the growth of several markets, as demand for an offer that responds to these concerns grows and local brands make use of this trend to boost their sales. This is also a unique opportunity for innovation, as it is a huge factor in experimenting with new brands or products ”, explains Ana Paula Barbosa, Retailer Vertical Director at Nielsen Portugal.

“In this context, the influence of sustainable brands will increase, as brands continue to implement efforts in sustainability, the public sector recognizes companies that contribute to this change and consumers reward the brands that leave them, their families and safer world ”, he concludes.


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