Consumer concerns over water and food shortages have become more significant priorities over the last year, with concerns over water shortages at 31 percent this year from 27 percent in 2021, and food shortages 23 percent from 17 percent, according to data released by the Mintel Consulting Sustainability Barometer. The Barometer synthesized data from 500 users across 16 countries between March 2021 and April 2022.
This change is an aspect of a global movement where consumers are increasingly citing climate change as a top three environmental concern, rising from 39 percent to 46 percent between 2021 and 2022. Extreme weather events affecting crops and food production and the war in Ukraine have exacerbated these worries.
"The fact that concerns around climate change and water and food shortages are being prioritized ahead of previous preoccupations with waste and plastic pollution points towards the emergence of a more informed and hardened global consumer,” said Richard Cope, senior trends consultant at Mintel, in a statement. “Soaring temperatures, extreme weather events and disruptions to food, water and energy supply chains have given consumers a harsh reality check, hurting their health and wallets, and activating them in the process.”
“In the meantime, escalating activism, regulatory reaction, and the sheer scale of the challenges ahead and solutions required have educated global consumers enough to sniff out greenwashing campaigns,” he continued. “This means companies will increasingly need to assert—and clearly communicate—the truly impactful actions they are taking to reduce emissions, rather than simply offset them or dip their toes into populist 'plastic free' campaigns.”
Awareness toward the impact of change impact swells, as 58 percent of consumers agree that extreme weather events compel them to take personal action in protecting the environment. Meanwhile, consumer sustainability behaviors stay focused on recycling, meal planning, and reduced clothes buying.
"Our research shows that the majority of consumers continue to see recycling and mitigating waste as important sustainable behaviors. This tells us that simple, frugal behaviors are the most popular among consumers which underlines the fact that brands' sustainability initiatives need to deliver on value and convenience,” Cope explained. “Looking ahead to 2023, expect to see resource (food, water, money) conservation ascend further up the agenda and the use of economizing technology refurbishes and urban peer access sharing economies to grow."
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