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

Lisbon, October 2019 - A Nielsen presented the "Evolving Sustainability" report and outlines the impact of sustainability concerns on consumption in Western Europe. The scenario outlined is one of enormous consequences, particularly associated with the use of plastic - we produce more plastic every year than the entire weight of the global population and by 2050 more plastic is expected than fish in the oceans.

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

Sustainability has reached consumption and the demands are becoming more and more widespread. In Europe, according to this Nielsen report, consumers assume that variables such as the social responsibility of the brand, the reusable/recyclable nature of the packaging and the transparency of the information have an impact on their decision to buy or experiment, encouraging innovation.

Furthermore, sustainability can often be related to values premiumwith 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 is in line with the most emerging global trends: 85% of Portuguese assume that companies' support for environmental causes impacts their purchasing decision. There are therefore several opportunities open to brands in the face of this challenge. The ability to implement sustainable initiatives will drive growth in several markets, as demand grows for an offer that responds to these kinds of concerns 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 sustainability efforts, the public sector recognizes companies that contribute to this change and consumers reward brands that make them, their families and the world safer," he concludes.