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1、CONSULTINGExperts in what consumers want and whySUSTAINABILITY BAROMETERExecutive Summary2022Following a tumultuous 12 months,its understandable that companies and brands are struggling to know where to start their sustainability journey or how to get internal stakeholders on board,as the arguments
2、for sustainability could be in danger of slipping back into idealism.As ever,our goal at Mintel Consulting remains to offer guidance on how to ensure your sustainable solutionsbe they products,policies,campaigns or servicesbest resonate with and succeed with consumers.The current tumult was caused b
3、y a COP26 event that fell short of government commitments,followed by conflict in Ukraine offering a harsh lesson in the need for resilience and divesting of fossil fuels and distant supply lines,whilst exposing people to painful shortages and surges in fuel and food.All of this makes it more crucia
4、l than ever that transitioning to clean energy and resilient,responsibly-sourced resources be communicated and quantified to consumers as a cost-saving exercise and one that delivers long-term return on investment for our stability,security and wellbeing.That is going to put an onus on governments a
5、nd companies to share those responsibilities and mobilise consumers in the process.Australias election result suggests a new era where the harsh realities of everyday climate change being experienced by the electorate are finally fomenting change.The 2022 edition of Mintel Consultings Sustainability
6、 Barometer reflects that reality check from a consumer perspective,with concerns around climate change,water and food shortages being prioritised ahead of previous preoccupations with waste and plastic.All of this points towards the emergence of a more informed and hardened global consumer.The surve
7、y statistics present a mix of realism and hope.Whilst our tracking data clearly shows that optimism has stalled,in many markets were seeing an increased sense of personal vulnerability and personal impactboth of which can act as drivers for action.Weve added some new features this year,including par
8、tnering with Cipher to chart innovation patents,matching consumers priorities against the UN Sustainable Development Goals(SDGs)and demonstrating how consumer segmentation studies might help companies activate against them.Weve also included observations and analyses of some of the best-in-class inn
9、ovations in the fields of technology,politics,art and design.We hope you find this insightful and actionable.Whether youre beginning your companys sustainability journeyand learning about what your consumers prioritise,think and know(including about you)or youre ready to explore specific markets and
10、 new products,my Mintel Consulting colleagues and I are here to listen,strategise and recommend a custom solution for your future growth.We look forward to hearing from you.Richard Cope Author and Senior Trends Consultant,Mintel Consulting Note from the AuthorA transition of the scale and speed desc
11、ribed by the net-zero pathway cannot be achieved without sustained support and participation from citizens.The changes will affect multiple aspects of peoples livesfrom transport,heating and cooking to urban planning and jobs.We estimate that around 55%of the cumulative emissions reductions in the p
12、athway are linked to consumer choices such as purchasing an electric vehicle,retrofitting a house with energy-efficient technologies or installing a heat pump.Behavioural changes,particularly in advanced economiessuch as replacing car trips with walking,cycling or public transport,or foregoing a lon
13、g-haul flightalso provide around 4%of the cumulative emissions reductions”.-The International Energy Agency(IEA)01PART ONEThe year in sustainability:How consumers are feeling02PART TWOThe year in sustainability:Consumer behaviours and actions03PART THREEActivating consumers against the Sustainable D
14、evelopment Goals(SDGs)04PART FOURHow will sustainability shape the future of your business?ContentsThe year in sustainability:How consumers are feelingPART 01SUSTAINABILITY BAROMETER 2022Environmental priorities get realFigure 1:1Source:Mintel;8,000 global online consumers aged 16/18+March 2021;16,0
15、00 global online consumers aged 16/18+April 2022Climate change,water and food shortages have made the biggest gains as priority concerns in the past 12 months as extreme weather events and war in Ukraine make more and more respondents familiar with these uncomfortable realities.This is causing less
16、impactful issues(in terms of emissions generated and immediate threat to wellbeing)like plastic pollution and waste,in general,to slip down the agenda.Climate change/global warming36%36%36%33%31%27%26%27%24%26%23%17%20%24%18%18%17%17%Air quality(eg exhaust fumes,industrial emissions)Plastic pollutio
17、n(eg ocean plastic)Water shortagesDeforestationWaste pollution(eg landfills)Food shortages due to drought or crop failureChemicals entering the environment (eg pesticides)Loss of biodiversity on land Loss of biodiversity in the oceans Which of the following environmental issues are one of your top 3
18、 concerns?2021202246%39%06Conflict,climate change and sustainabilityThe 23%of consumers citing food shortages due to drought or crop failure as a top-three environmental concern reflect a broader,more extreme situation that the UN World Food Programme believes leaves 1.6b people unsure of getting en
19、ough to eat and 276m faced with famine.Conflict in Ukraine has prevented normal planting,harvesting and fertilising practices and subsequent port blockades,price surges and export bans have deprived the world of wheat,barley,maize sunflower oil and fertiliser.But this conflict-induced disruption off
20、ers a foretaste of the system pressures increasingly to come from climate change.The UN had already projected that delayed rains and extreme temperatures would deplete yields from bread baskets across India,China,Africa and North America.The majority of consumers canvassed in this report are shelter
21、ed from the very worst immediate impacts of the crop crisis,but climate change is hitting the developed world already.In the US,the USDA reports that the countrys red winter wheat yield will fall 21%this year because of rain shortages and globally,the probability of crop yield failures is predicted
22、to be up to 4.5 times higher by 2030 and up to 25 times higher by 2050 across the worlds breadbaskets.Source:United Nations Office for Disaster Risk ReductionDrought events,1970-2030Figure 1:2Number of drought events025300201020202030Projected increase of drought events of over
23、 30%by 2030 Future trend 07All of this is creating a need for scientifically developed hardier crop strains and more generally serving countries an object lesson in the perils of ignoring pending system pressures around energy and food supply lines.In the immediate term,the impact on sustainable per
24、ceptions and practicalities will come in various forms.Deprived of gas and sunflower oil,countries are reverting to reviving domestic fossil fuel extraction and palm oil imports,whilst fertiliser shortages may yet deplete yields and build future arguments against organic production.As governments an
25、d citizens discover how much grain is diverted to biofuels(10%of global grains)and animal feeds(40%of EU wheat),opinions may turn against both practices.Whilst the conflict has inflated coal and gas prices sky-high,this has also impacted power more broadly,including the cost of materials used in ren
26、ewables hardware and batteries.For consumers and companies,all of this will revive talk of sustainability being too expensive.In reality,it should cement resilience as the most compelling of pro-sustainable strategy arguments and enforce a desire amongst governments and consumers to achieve that thr
27、ough greater levels of electrification,renewable energy,home energy efficiency and local production.Germany is a case in point.Whilst just 39%of its consumers agree that the country should stop investing in fossil fuel energy(Figure 1:9),its Economy Ministry is planning to triple annual additions of
28、 onshore wind and solar and double wind capacities,ushering forward its target of sourcing almost all electricity from renewable sources by 15 years to 2035.In the short term,it will utilise gas storage and coal to ease the pain,but its ultimate ambition has been sharpenednot bluntedby the current c
29、hallenge.The offer of this more strategic approach needs to be extended to those consumers aspiring towards EV ownership and more energy-efficient homes and that means having the vision to finance improvements,rather than taking the sticking plaster approach of fuel taxes to reward producers and inc
30、entivise the status quo rather than change.08Feeling the heat:Climate change gets real(for most)Consumers attitudes to extreme weather events and total by country The US,India,China and Indonesia have suffered huge numbers of natural disasters in the past two decades,but this does not always transla
31、te into consumer awareness or mobilisation,notably in the cases of the US and to a lesser degree in France,Japan and Australia.Source:United Nations Office for Disaster Risk Reduction;YaleNumber of disasters reported per country/territory(2000-2019)“Extreme weather events in the country where I live
32、(eg flooding,heatwaves)encourage me to personally do more activities to protect the environment”BrazilCanadaMexicoUSAFranceGermanyItalySpainUKAustraliaChinaIndiaIndonesiaJapanKoreaThailand72%45%76%43%52%41%54%57%39%52%67%71%77%52%55%72%China 577India 321USA 467Indonesia 321Philippines 304Figure 1:31
33、-2526-7576-200+20109COP26 and the ticking clockThis growing experience of natural disasters and the emotional and financial fallout and exhaustion arising from the pandemic,conflict in Ukraine and inflation has understandably dented consumers confidence and optimism when it comes to successfully cha
34、llenging the climate crisis.COP26 in November 2021 saw countries meet to agree on and commit to goals aimed at limiting warming to within 1.5 degrees.With media coverage focusing on the scale of the climate crisis and the many failures of the event,the likely legacy has been heightened despondency a
35、mongst people,many of whom would have been exposed to some harsh statistical realities for the first time.Consumers agreeing“If we act now we still have time to save the planet”Source:Mintel;8,000 global online consumers aged 16/18+March 2021;16,000 global online consumers aged 16/18+April 202264%62
36、%63%55%70%50%45%42%50%62%62%51%56%58%35%44%51%49%62%58%53%50%49%45%63%63%59%59%54%53%BrazilCanadaMexicoUSAFranceGermanyItalySpainUKAustraliaChinaIndiaIndonesiaJapanSouth KoreaThailand20212022Figure 1:410Some of the COP criticism and negativity were warranted.The blistering critique of Climate Action
37、 Tracker in November 2021 was that COP26 had left us on the road to 2.4 degrees of warming,with the modest improvements made due in large part because India was the only major emitter to revise its nationally determined contribution(NDC)in Glasgow.This has raised the pressure for nations to reconven
38、e annually to scrutinize,revise and improve these NDCs.In March 2022,the Intergovernmental Panel on Climate Change(IPCC)s Sixth Assessment Report concluded that emissions must peak by 2025 and be almost halved by 2030 to preserve any hope of a 1.5-degree target.“While the challenges are significant,
39、limiting warming to below 1.5C by the end of the century is still feasible from current emissions levels”.-Climate Action TrackerClimate Action Tracker warming projectionsFigure 1:5Source:Climate Action Tracker1120212022Fragile sense of impact remains intact“My behaviour can make a positive differen
40、ce to the environment”Source:8,000 global online consumers aged 16/18+March 2021;16,000 global online consumers aged 16/18+April 2022(Mexico and Indonesia not included in 2021)The same factors that dimmed optimismperceived COP26 failings,inflation,the conflict in Ukrainemay be reasons we see a dimin
41、ished sense that consumers can be a positive force for change.However,we have seen a strengthening of this sentiment in Brazil,the US,Australia and France.Next,well look at to what degree this is being expressed through peoples behaviours and actions.BrazilCanadaMexicoUSAFranceGermanyItalySpainUKAus
42、traliaChinaIndiaIndonesiaJapanSouth KoreaThailand54%56%65%57%57%48%49%44%49%56%55%55%53%49%15%19%52%49%37%38%47%51%59%59%64%61%59%58%56%51%Figure 1:812The year in sustainability:Consumer behaviours and actionsPART 02SUSTAINABILITY BAROMETER 2022Simple,frugal behaviours dominateProcesses that are sim
43、ple(ie recycling)or frugal(ie reducing waste and consumption)are the most commonplace by far.Inflationary pressures will sustain these trends and possibly encourage those buying repurposed technology products or embracing circularity by leasing instead of buying certain items.These factors may also
44、impact the number of consumers reducing their meat consumption,but we know that health is a driver there too.The relative weakness of people buying products certified to support the environment points towards a hardening of priorities seen in food purchasing considerations in the past 12 months(see
45、Figure 2:7),whilst the slight upturn in volunteering may variously be a product of the pandemics mobilisation of community support,its reset of life priorities,homeworking and the great resignation and career changes.Source:Mintel;8,000 online consumers aged 16/18+March 2021;16,000 online consumers
46、aged 16/18+April 2022Sustainable behaviours in past 12 monthsFigure 2:1Recycled packagingPlanned meals at home to avoid wasting foodBought fewer new clothesLimited/reduced the amount of meat/poultry I eatCollected food waste/packaging for compostingGrown my own food in a garden/outdoor space Bought
47、products that certified to pay fair wages Bought a used/repurposed tech product instead of a new oneLimited/reduced the amount of dairy products I consumeVolunteered for a social organisation/activity Volunteered for an environmental organisation/activity Limited/reduced the amount of seafood I eatS
48、witched to a renewable electricity/gas supplierHired or leased a product instead of buying it(eg DIY tool)Bought products certified to be less harmful to the environment 60%52%52%25%24%24%22%14%15%12%11%12%59%53%50%27%25%23%20%17%15%13%13%11%10%19%25%2021202214Micro mobility growsAny post-pandemic,f
49、ull-scale return to cars,commuting and air travel is not apparent in the data and,instead,we see a continuation of 2021s shift towards cycling and walking modes.The pandemic drove this desire for safe,healthy and free forms of mobility but this trend will endure thanks to longer-term influences like
50、 urbanisation and the rise of fluid,digital platforms that afford access toas opposed to ownershipof transport.Source:Mintel;8,000 online consumers aged 16/18+March 2021;16,000 online consumers aged 16/18+April 2022Transport behaviours in past 12 monthsFigure 2:2Walked more often instead of taking t
51、ransportTravelled by public transport more oftenCycled more oftenUsed my/my households car more oftenStarted cyclingTaken a train instead of a flight Used taxis more oftenTaken 2 or more flights(a return trip equals 2 flights)45%30%23%20%19%10%10%42%24%26%20%19%8%9%8%9%2021202215Electric vehicle asp
52、iration and purchases on the riseBy 2030,the IEA states that 60%of new vehicle sales need to be fully electric to keep us on course to achieve net zero by 2050.This requires that EV sales grow 18-fold within this decade.With 59%of consumers overall interested in buying some form of a car in the next
53、 1-3 years,and 43%interested in a hybrid/electric car,the requisite uptake seems achievable(in terms of appetite at least),but state incentives,green loans and a mentality shift towards leasing will be required to turn this into action.Mintel;8,000 online consumers aged 16/18+March 2021(Note:lease o
54、ption not specified in 2021);16,000 online consumers aged 16/18+April 2022Consumers aspiring to own/lease vehicles in next 1-3 yearsFigure 2:320212022Fully electric carHybrid carDiesel or petrol carMotorbikeMoped/ScooterE-bikeE-scooterPush bike25%26%28%25%28%24%10%11%5%6%12%14%8%9%10%10%16One challe
55、nge to EV uptake is the fact that many developing markets continue to buy usedas opposed to newcars,meaning that any potential purchasing legislation cannot reduce emissions.Kenyaa rapidly expanding country with a high volume of used vehicle importsis a case in point which is why Swedish start-up Ro
56、am selected it as the headquarters for its offer of“all-electric conversion kits”for 4x4 trucks and buses(starting at$60,000),as well as affordable electric motorcycles(from$1,500)which are marketed for being 50%cheaper to run than petrol versions.How to electrify consumers Source:roam.electric via
57、InstagramIn 2021,EV and hybrid registrations in France grew by 60%to 316,000 vehicles.Re-elected president Emmanuel Macron has issued a template for making electric cars affordable to all,with a public subsidy that would cap leasing at 100 per month for eligible people.Source:Eric Feferberg/Getty Im
58、ages17Enhanced desire for clean,efficient home energyThe energy crisis seems to have strengthened consumer desire for greater home energy independence and efficiency and,as with vehicles,the appetite for sustainable solutions far outweighs that for traditional modes.Just as many governments see the
59、pressing need to wean themselves off supply lines prone to disruption and price volatility,so do consumers.Renewables themselves can be vulnerable to these same factors of course,but at a consumer level,smart meters,insulation and energy-efficient appliances have an obviousand now enhancedappeal.Sou
60、rce:Mintel;8,000 online consumers aged 16/18+March 2021;16,000 online consumers aged 16/18+April 2022Solar panels for electricity/hot waterElectricity/gas from renewable energySmart thermostat or meter Roof or wall insulation Biogas digester Heat pump Hydrogen boiler Energy efficient certified appli
61、ances An oil tank A gas boiler 51%53%48%51%48%49%40%45%41%45%41%42%34%38%28%33%24%28%23%26%Consumers aspiring to own home utilities/hardware in next 1-3 years20212022Figure 2:418Consumers red lines thicken Quality and brand familiarity were confirmed in 2021 as red lines that couldnt be crossed or s
62、acrificed in the name of sustainability.Its unsurprising that,as conditions toughen,so too have consumers attitudes towards these red lines.When looking at coffee purchasing considerations,we see that for packaging the prime role to protect and avoid costly waste is becoming more importantby some di
63、stancethan secondary concerns around recyclability or production.Sustainable products must excel ator focus on and promotethe expected basics before pushing eco or ethical angles.Source:Mintel;8,000 online consumers aged 16/18+March 2021;16,000 online consumers aged 16/18+April 2022(Note:consumers c
64、ould select up to five statements)It is from a brand that I have bought beforeIt was produced in an environmentally friendly way(eg without causing deforestation)It comes in minimal packaging or packaging that can be recycledThe packaging makes it easy to keep the product fresh(eg is air tight/resea
65、lable)It is made from high quality ingredients20212022Which of these are most important to you when choosing an at home coffee product?Figure 2:542%37%36%35%31%25%24%30%31%30%19Consumers becoming less carnivorousJust 1%of consumers say that they“dont eat any animal products”,but we are seeing meat r
66、eduction and a more balanced approach.The proportion of consumers classified as carnivores(eating meat“at most meals/on most days”)fell five percentage points in the past 12 months.Brazil,Canada,Australia and France remained predominately carnivorous with over 40%of their populations in this bracket
67、.Proportions of carnivores dropped by four or more percentage points in Brazil,the US,China,Japan,France,Spain and the UK in the past 12 months.Source:Mintel;8,000 online consumers aged 16/18+March 2021;16,000 online consumers aged 16/18+April 2022Dietary classificationFigure 2:6PescatarianOtherVega
68、nVegetarianFlexitarianOmnivoreCarnivore33%28%49%51%10%13%2%2%3%3%1%0%1%0%2021202220Source:nsect;Growing greener meatsIf meat reductionrather than eliminationis the realistic route forward,this demands less resource-intensive production methods.Two European examples show how impacts can be lessened a
69、t the initial input stages of the meat or dairy supply lines.In Amiens,France,nsect is building the worlds largest insect farm,harvesting mealworms for use in animal feed,fertiliser and pet food and is the now most highly-funded agtech business outside of the US.In Stockholm,Sweden,Volta Greentech i
70、s growing red seaweed Asparagopsis taxiformis as a feed supplement for cows.Its bioactive compounds block methane production and can reduce emissions by up to 80%.21Weekly grocery basket:Organic,domestic and alternative foods There is potential to build on sizeable market penetration bases for organ
71、ic,domestic and alternative foods.Developed Northern hemisphere countries have a taste for unseasonal,imported fruit and vegetables which encapsulates this as a weekly manifestation of the emissions inherent(and often misguided)in tradeextending up to 20-50%of emissions in many Western European coun
72、tries.Source:Mintel;16,000 online consumers aged 16/18+April 2022Organic vegetablesOrganic fruitNon-organic cereals,grains,or bakery MeatDairy products Farmed fishVegetables grown domesticallyFruit grown domesticallyOrganic cereals,grains,or bakery Meat alternatives Dairy alternatives Wild fishVeget
73、ables imported Fruit imported“Which of the following grocery items have you bought in the past week(either online or in a store)?”Figure 2:734%66%23%30%62%30%55%41%17%72%73%24%27%21%22Activating consumers against the Sustainable Development Goals(SDGs)PART 03SUSTAINABILITY BAROMETER 2022Consumers so
74、cial priorities and actionsWith companies structuring their sustainability strategiesat least outwardly through their ESG communicationsaround the UNs Sustainable Development Goals,its informative to look at how activated consumers are against them,both in terms of the causes and values they purport
75、 to prioritise and the actions they take to support or express them.Human factors are powerful causes to build momentum around and we see strong correlations here between levels of concern around specific causes and levels of charitable giving toward them.Source:Mintel;15,000 online consumers aged 1
76、6/18+;April 2022(social concern question not asked in China)Consumer top 3 concerns and actions in past year by social SDGFigure 3:1Homelessness Food shortages due to crop failure HungerWalked more often instead of taking transport Exercised in past weekHealthcare Donated money to org.for underprivi
77、leged children EducationOther discrimination(eg based on race,disability)Gender discrimination Bought products certified to pay fair wages Mistreatment of workers in supply chains Unfair pay for workers in country where I live Poverty21%51%23%28%45%54%41%24%26%16%16%20%23%11%24Consumers environmenta
78、l priorities and actionsWhen it comes to environmental matters,by revisiting consumers priorities in Figure 3:2 we can see again that the“big issues”are taking prominence,with climate change and energy garnering the strongest reactions,if not always actions.Source:Mintel;15,000 online consumers aged
79、 16/18+;April 2022Consumer top 3 concerns and actions in past years by environmental SDG%Figure 3:2Chemicals entering the environment Plastic pollution Perceive investments in renewable energy to have positive impactCurrently have Solar panels for electricity or hot waterI would like to work in a jo
80、b that helps to fight climate changePrefer companies to reduce emissions rather than use“Carbon Offsetting”Loss of biodiversity in the oceans Limited/reduced the seafood I eatDeforestation Loss of biodiversity on land Think country where I live should stop investing in fossil fuel energy Water short
81、ages 18%26%13%17%65%49%16%81%49%33%31%20%25Circular beers Singapore:NEWBrew is a craft beer made using NEWater,which is Singapores“own brand of ultra-high grade recycled water”produced by Singapores Public Utilities Board(PUB)that has been purified with advanced membrane and ultraviolet technologies
82、.The“tropical blonde ale”was launched for public sale in conjunction with Singapores International Water Week(SIWW)conference 2022.As with most island brews,its dependent on some outside ingredients(German barley malts and hops,Norwegian yeast)but its packaging features“iconic local water landmarks”
83、,rightly playing on its provenance and local credentials.Source:brewerkzsg via Instagram26How consumers think the goals can be achieved When asked about solutions they perceived to have a high-to-moderate positive impact on the environment,consumers are especially supportive of forestation and conse
84、rvation projects,closely followed by investments in renewable energy and clean home fuel initiatives.The past 12 months have done little to shift those levels of support.The glaring gap that remains lies between consumers relatively low levels of concern around biodiversity(SDGs#14 and#15)and their
85、enthusiasm for conservationand in particular,forestationprojects.The connections between climate change and the role of biomass,soil and the ocean in absorbing heat and CO2 and regulating temperature are not yet being made.Things like food and fashion products need to be explained in these terms if
86、that is to change.Source:Mintel;16,000 online consumers aged 16/18+;April 2022Solutions perceived to have high/moderate positive impact Figure 3:3Investments in nuclear power Bans or limitations on diesel/petrol/gas vehiclesUsing byproducts from production processes(eg sugar or coffee waste)as ferti
87、liser or fuelProjects to help people in developing countries use clean fuels at home(eg providing cook stoves to reduce use of charcoal/wood)Protecting existing forestsFood crops genetically modified to withstand pests and/or climate change(eg to grow in drier climates,removes need for pesticides)In
88、vestments in renewable energy(eg installing wind turbines or solar panels)Planting new forestsFood grown in labs(eg lab-grown meat)Food produced from leftover ingredients56%78%81%76%65%48%66%70%86%86%27Some 27%of consumers think companies are“most responsible”for increasing the use of renewable ener
89、gy,32%for reducing emissions from vehicles and 46%for increasing the amount of packaging that is recycled,but how actively are they innovating across these areas?In relation to consumers top three concerns,Ciphers patent analysis shows that inventions are focused on addressing climate change in the
90、fields of energy storage(eg batteries)and generation,with photovoltaics,fuel cells and nuclear leading the way.Air quality inventions(eg scrubbers,biofuels and monitoring devices)and plastic alternatives(eg biodegradable and bio-based polymers)are minuscule in volume comparatively.When it comes to t
91、he pace of innovation,batteries and photovoltaics have been easing off,while fuel cells are showing the most recent uptick in innovation.The top invention owners are predominately Japanese and Korean,with the corporate activity levels of these two markets contrasting starkly with the low levels of e
92、ngagement and action we see from their consumers(they deliver the lowest scores on both counts across our survey).Big automotive companies are dominating climate change-related innovation due to their focused push toward battery,fuel cell and photovoltaic inventions for EVs.Its interesting and infor
93、mative to see a past climate miscreant like Volkswagen embracing innovation so strongly.Big Oil companies,by contrast,are notable for their absence.A deeper dive into Ciphers data shows only Total Energies included among the top innovators in the technology area of climate change/photovoltaics and o
94、nly Exxon and Saudi Aramco in climate change/carbon sequestrationalthough none of them is sufficiently active enough to make our overall top 20.Consumer concerns and innovation 28Source:Cipher;Note:granted and pending patents,excluding China only patent families.Inventions published relating to cons
95、umer priorities of climate change,air quality and plastic pollution Figure 3:4Toyota Motor CorpBatteriesPhotovoltaicsFuel CellsNuclearHydroelectricWind TurbinesBio-degradable polymersCarbon SequestrationBiofuelsMulti-Pollutant Monitoring DevicesBio-based polymersOxidation CatalystsDiesel Particulate
96、 FiltersSustainable adhesivesSamsung GroupHyundai Motor GroupBosch(Robert)GmbHToshiba CorpDenso CorpNissan Motor Co LtdMitsubish Heavy Industries,LtdKorea Atomic Energy Research InstitueFord Motor CoLG CorporationPanasonic CorporationHonda Motor Co LtdVolkswagen GroupHitach LtdGeneral Electric Compa
97、nyGS Yuasa CorpKorea Electric Power Corp(KEPCO)General MotorsKia MotorsTop invention owners globallyNumber of global inventions published 2021-2022Granted and pending patent families18,80815,1878,7817,8434,9834,3014,13727,8597,3423,5422,8002,6602,0861,27659453473,9843,7613,7443,2332,9102,
98、8342,6662,5942,4602,1222,0891,9971,995No of Patent Families29Engage consumers by selling in the scienceOnly 43%of consumers agree that“science can provide solutions to the climate crisis”,yet scientific innovation is what is giving us a chance and it will continue to be key in everything from pullin
99、g carbon from the air to creating less resource-intensive foods,raising crop yields and affordably electrifying energy and transport.Consumers lack of faith is a lingering hangover from our free from era of natural deification,where anything synthetic,treated or tinkered with is not to be trusted.Th
100、e reality is that naturals are finite,threatened,expensive,difficult and damaging to extract and vulnerable to disruption(think fossil fuels).Here,we showcase some scientific innovations,designed to raise our chances going forward:Faced with rising sea levels,scientists at the Qingdao Saline-Alkali
101、Tolerant Rice Research and Development Center have developed“seawater rice”resistant to saline and alkali and have a goal of feeding 80 million more people(Jinghai,China).Source:VCG/Visual China GroupClimeworks direct air capture uses shipping container-sized collectors with fans to suck and filter
102、out CO2.It is then bound in a chemical reaction,heated,liquefied,dissolved and then pumped underground to become stone (Zurich,Switzerland).Source:30Oh,really?The weekly value/action gap The“value action gap”between declared intent and actual behaviour is legendary in the sustainability field and th
103、is survey has strived to avoid asking empty,easy-to-affirm,declarative statements.“I try not to be harmful to the environment”is an example of just that but we posed the question to illustrate the point.The gap between people agreeing with this and performing the simplest,most commonplace and costle
104、ss of sustainable tasksfor example,recycling packagingis a real chasm of 23 points.People like to be perceived as healthy,considered and informed in their choices,as well as community orientated,but the reality gaps here are often equally as wide.The simple,actionable conclusion is that people are e
105、xtremely image-and reputationconscious,and like to portray themselves as good and be perceived as good.In that regard,they are no different from many brands and their motivations for being sustainable.Making people feeland lookgood has to be a marketing goal.Source:Mintel;16,000 online consumers age
106、d 16/18+;April 2022How people describe themselves vs.what they did last weekFigure 3:5I try not to be harmful to the environmentIt is important for me to lead an active lifestyleI put a lot of thought into what I eatI like to keep well-informed about the latest newsIt is important for me to feel par
107、t of a communityI try to buy from local companies where possibleRecycled packaging Exercised Checked the labelling on a product for information Spoken to a neighbour It is from a brand that I have bought beforeBought something from a local shop 82%59%76%54%73%43%82%60%65%50%68%54%31Source:Mintel;16,
108、000 online consumers aged 16/18+;April 2022 Engagement score(100)Action score(100)BrazilTotalCanada MexicoUSAFrance GermanyItalySpainUKAustraliaChinaIndiaIndonesiaJapanKoreaThailandRanking countries by engagement and actionThe value/action gap can also be scored at a market level by matching key att
109、itudes with key behaviour levels.In this chart,the Engagement Score is based on consumers sense of impact,belief in their country contributing to climate change and political attitudes(Figure 1:10).The Action Score is based on select sustainable behaviours over the past year(Figure 2:1)with deductio
110、ns made for eating meat“most meals/days”and taking two or more flights in the past year.Consumer engagement and action scores 2022 Figure 3:657%22%57%18%47%59%43%47%21%29%18%20%51%30%58%29%25%35%12%44%18%57%26%47%21%46%52%51%21%23%45%20%26%59%32Factors that would encourage consumers to buy products
111、or services that claim to benefit/protect the environmentConverting consumers through communicationsOver a third(38%)of consumers dont trust companies to be honest about their environmental impact.This demands that we discover what kind of communications and information can overcome this barrier.A h
112、ost of new,appealing options introduced in the 2022 survey appear to have diminished enthusiasm for some of the previously proffered communications,but a desire to feel impactful at the level of buying an individual product remains strong.New options welcomed by consumers include the convenience of
113、eco-scores similar to those providing nutritional information and QR codes(something all consumers are likely more familiar and more comfortable with post-pandemic),whilst appealing to the“human element”of social benefits is also something that resonates.Source:Mintel;19,000 online consumers aged 16
114、/18+;April 2022(*not asked in 2021)Figure 3:720212022Understanding of how my purchase has a direct impact on the environment(eg 1 tree planted per purchase)Labelling to show how environmentally friendly it is(eg color coded,1-5 score)*Labelling to show their environmental impact(eg CO2 emitted)Recog
115、nisable certification to prove their standards(eg B-Corp)Information on how it has benefited people(eg number of farmers lifted out of poverty)*Product labelling and/or advertising measuring impact with quantities I can understand(eg litres of water used,distance travelled in km/miles)Retailer/manuf
116、acturer updates on how my purchase positively impacts the environment(eg by email,social media posts,etc.)Digital proof it was sourced sustainably (eg barcodes or QR codes)*Pro-environmental organisations and/famous individuals endorsed the brand20%28%28%34%35%40%41%41%35%24%34%42%41%47%48%33Source:
117、Clear metrics,rebellion and good valueBackMarket,the online marketplace for renewed devices,runs campaigns to convince consumers of its worth through impact data that uses quantities people can comprehend and to which they can relate.On Earth Day 2033(22 April),BackMarket and ad agency Marcel create
118、d a guerrilla campaign using Airdrop to convince people in Apple stores in Paris,Berlin and London to buy refurbished iPhones insteadiPhones you love without the carbon footprint you hate.34Emotional routes to customers Glumness and a lack of optimism are understandable in light of the challenges an
119、d dire warnings emerging from COP26,so its unsurprising that the majority(56%)agree that statistics can be depressing.In light of that,it makes sense to heed the often followed advice of 1940s American super salesman Elmer Wheeler:“Dont sell the sausagesell the sizzle!”In sustainability terms that m
120、eans selling the vision of how the product will make you feel before hitting you with negative data on what it will address.As weve seen from our coffee index,consumers wont trade off quality,convenience or value for environmental or social ends and the desire for a shop where all products are susta
121、inable reflects a desire for the convenience of curationthe very essence of what“brands”are all about.Source:Mintel;16,000 online consumers aged 16/18+;April 2022Attitudes towards sustainable actionFigure 3:8Doing things that benefit the environment/people makes me feel happyI like the idea of a sho
122、p where all the products are sustainable Statistics about environmental or social problems can be depressing I think I produce less rubbish than my neighboursI want to show other people if Im doing good for the environment(eg by sharing on social media)I have joined/would like to join a charity even
123、t or challenge with friendsDriving a vehicle that causes emissions is something to be ashamed ofI have joined/would like to join a diet group with friendsIve researched my annual carbon footprint(eg with online calculator/app)68%64%56%50%38%38%33%29%24%35We can also see how other established marketi
124、ng theories apply to peoples motivations.“Associative system”(or“gut feelings”)are evident in a desire for the reward of happiness and the avoidance of shame.This leads us into the territory of“social norms”and people seeking cues and proof from peers and wider society that sustainable behaviour equ
125、ates to“doing the right thing”.Half of consumers are provoked by the socially competitive notion of waste reduction,according to our research,and 38%are motivated by the idea of sharing positive behaviour with friends or wider society.36Data segmentation of US consumers:Activating engagementBy condu
126、cting a Latent Class Analysis of combinations of survey responsesspecifically those on behaviours(2.1)and broader political attitudes(1.10)pared down by ANOVA(Analysis of Variance),we are able to create an Engagement Spectrum for SDG 12 on Responsible Consumption and Production and start to see rout
127、es towards potential engagement for sustainably marketed products and services.Source:1,000 online US consumers aged 18+;April 2022LOW ENGAGEMENTHIGH ENGAGEMENTDecliners14%Label that provides a score of how environmentally friendly it is(17%)Labelling to show environmental impact(15%)An understandin
128、g of how my purchase has a direct impact on the environment(15%)41%Dabblers25%Recognizable certification to prove their standards(37%)An understanding of how my purchase has a direct impact on the environment(33%)Product labelling/advertising that measures the impact on the environment using quantit
129、ies I can understand(33%)95%Routinists53%Label that provides a score of how environmentally friendly it is(40%)An understanding of how my purchase has a direct impact on the environment(40%)Information on how it has benefitted people(38%)83%Sustainers7%Recognizable certification to prove their stand
130、ards(76%)Label that provides a score of how environmentally friendly it is(72%)Labelling to show environmental impact(71%)97%Segment SizePrimary encouragementSecondary encouragementTertiary encouragementEncouraged by at least one list item37Engagement Mapping:Sustainers Source:1,000 online US consum
131、ers aged 18+;April 2022;Note:Blue figures indicate categories in which this group over-indexes against others in the segmentation;red indicates under-indexingFemale 47%Male 53%Gender IdentityAgeEmploymentHHILiving SituationArea of ResidenceEducationRegion34%urban46%suburban21%rural With partner/spou
132、seWithout partner/spouse71%29%18-2425-4445-6465+28%22%4%19%19%13%44%40%10%$25k$25k-$49k$50k-$74k$75k-$99k$100k+21%22%44%13%High school or lessFull-timePart-timeSelf-employed/freelanceRetired/pensionerUnemployed for other reasonsSome college/associatesCollege degreePost graduate school37%15%24%25%44%
133、12%12%12%20%Self-determining:most likely to work for self,freelance,or contract38Connecting with natureWeve championed the need for products and services to humanise their causes and show their benefits to people and not just the planet,but nurturing nature as something tangible,something that we fe
134、el connected to is going to be crucial as well.In an increasingly digitised,urbanised world we are touching from a distance and increasingly divorced from each other,not to mention our environment.Brands have a role to play in communicatingand growingthat sense of environmental connection to the thi
135、ngs that feed,protect and move us.To quote Our Time on Earth,consumer goods have a responsibility to make us realise that“That glass of water you drank was once a cloud.The breath youve just taken owes its life-giving oxygen to millions of tiny plankton in the ocean or to a majestic rainforest tree”
136、.Refuge for Resurgence,by Superflux,is an installation project that aims“to give every species at the table the level of love,care and attention we give to ourselveshumans”and consider the harmony required between ourselves,our food,those that pollinate it and the materials we use.Source:Our Time on
137、 Earth,Barbican,London,May 202239How will sustainability shape the future of your business?PART 04SUSTAINABILITY BAROMETER 2022Whats next?What youve read here is a topline summary of our 2022 Sustainability Barometer report.A more extensive versioncomplete with extended survey question coverage,bran
138、d examples and expert recommendationsis available to Mintel clients.Please speak with your Account Manager to learn more.If you have specific questions about how sustainability will shape the future,were here to take the guesswork out of your process,solve your business challenges and help you move
139、forward,faster and with confidence.Are you and your colleagues asking yourselves:Where do we begin taking action?How do we engage and activate colleagues and key stakeholders?Are our business leaders convinced about the need to be sustainable?How engagedor notare our specific target markets?What do
140、our customers understand and how does that compare to their priorities and purchase behaviours?What are our competitors claiming and communicating in our categories?How can we make our products land with the customer base?Will demand for sustainable products grow in the future and why?41We hear you
141、Were ready to deliver sustainable solutions for your business.From C-suite and company briefings to innovation workshops and landscaping,we arm clients not only with the knowledge of data and actionable insights but with the tools and recommendations to make better,faster decisions and implement sus
142、tainable,innovative and profitable campaigns.Mapping out your route to sustainabilityWe will help you see exactly whats happening in your market right now,who your competitors are and what products are winning with consumers.Well tell you how consumers attitudes are changing and what it all means fo
143、r the future of your business.We learn from the past,track whats happening now and understand whats coming next to help you shape your plans for business sustainability.42Were a specialist team,obsessed with consumer markets,that delivers tailored research to help consumer-facing businesses identify
144、 their best opportunities for long-term growth.Our clients innovate with confidence knowing their strategies are built on our expertise and grounded in data,experience and fact.Mintel Consulting gives you a deeper,richer understanding of your route to sustainability and the confidence you need to im
145、plement change.Weve been shaping futures for 50 years.Find out how we can shape yours too.Shape your future with Mintel ConsultingOur bespoke approach blends evidence,global expertise and data science-led analytics to:Quickly observe and identify emerging,mainstream or saturated trends.Assess attrib
146、ute trajectories and predict future outcomes.Identify and prioritise market trends.Mintel Consulting delivers key business benefits:Identify new growth opportunities based on the existing portfolio.Pinpoint where to invest in new product development.Determine which products deliver first-mover or fi
147、rst-to-scale advantage.CONTACT US USCONSULTINGCONSULTINGAbout MintelMintel is the expert in what consumers want and why.As the worlds leading market intelligence agency,our analysis of consumers,markets,product innovation and competitive landscapes provides a unique perspective on global and local economies.Since 1972,our predictive analytics and expert recommendations have enabled our clients to make better business decisions faster.Our purpose is to help businesses and people 2022 Mintel Group Ltd.All rights reserved.Experts in what consumers want and why