Compression of household budgets blocks sustainable choices by 23 in Asia-Pacific


Kantar’s research reveals that brand owners must prioritize accessibility and communication of sustainable products and services, solving air and water pollution, waste and decarbonization.

SINGAPORE, October 19, 2022 /PRNewswire/ — Although 98% of people in APAC want to live a sustainable life, the rising cost of living prevents the 2 in 3 who want to do more for the planet from acting on their good intentions (67% ), according to Kantar 2022 APAC Sustainability Sector Index, in a global benchmark study by the world leader in marketing data and analytics.

The people in Thailand (76%) feel the most impact on their sustainable behavior due to the cost of living.

Figure 1. I want to do more to be kinder to the planet and the environment, but the rising cost of living is holding me back – The first 2 boxes strongly agree/agree.

29% of consumers in APAC are among the most active in sustainability. Nearly 8 in 10 APAC ‘workers’ – those willing to spend more time and effort to reduce their impact on the planet – feel the rising cost of living to maintain their sustainable lifestyle (77%).

Buyers want affordable prices to turn sustainable intention into action

Meanwhile, two-thirds of APAC shoppers say products that are “better for the environment and society” are more expensive (66%) and only two in five of those who “struggle” with their budget are now actively seeking brands that offer ways to offset their impact on the environment (40%) compared to two-thirds who are financially ‘well off’ (65%).

“APAC’s unique mix of diverse economies means affordable pricing is imperative to ensure shoppers turn their sustainability intentions into action, especially since most of us want to make the good,” says Trezelene Chan, sustainability manager at Kantar. in APAC.

“Brands need to respect price to prevent sustainability from becoming a luxury for the wealthy in our region, given that 7 out of 10 want to buy environmentally friendly products and services, according to our recent Global Issues Barometer. that there will always be a premium segment, brands need to start integrating and collaborating across the value chain to generate economies of scale By offering a sustainable product at an accessible price at more than people, it will drive mass market adoption and help brands increase their value today and in the future.

Not knowing about sustainable alternatives is the second biggest hurdle for APAC buyers
In addition to price, other barriers relate to sustainable offers such as their availability, quality and level of information. When making purchasing decisions, 9 in 10 shoppers “take careful note” or “sometimes consider” the causes their chosen brands support (89%), with 7 in 10 saying clear certification explaining the ethical benefits would influence their purchase (68%).

People are more likely to keep up to date with a company’s sustainability efforts and support or stop using brands based on their impact on the environment. But there are 6 out of 10 buyers who find it difficult to say which products and services are good or bad from an ethical or environmental point of view (58%). Almost half don’t know where to find sustainable or ethical products (46%) and a third fear that sustainable products work less well or are of lower quality (32%).

Greenwashing is another hurdle to overcome with 84% of skeptical consumers saying they have seen misleading information about sustainable actions taken by companies and 45% of worrisome brands are involved in environmental and social issues purely for business reasons.

Brand owners must reduce air and water pollution, waste and take the lead in decarbonization

More than three in five people pay a lot of attention to environmental and social issues in the news (63%) and nearly half say they are “usually aware” of a company’s sustainability initiatives (46%), therefore, it is important for companies to address the issues that matter to APAC consumers.

Air pollution and hazardous waste disposal are the most common issues consumers in APAC look to for companies across industries to tackle, followed by water pollution and carbon emissions causing global warming. Consumers want companies in 22 of the 38 industries listed to tackle overpackaging, non-recyclable packaging and landfills, overconsumption and waste.

Figure 2. Top 10 APAC sustainability concerns (out of 43 topics – Maximum difference average importance score)

“The overwhelming majority of people in Asia-Pacific want brands to help them practice sustainability in their daily lives by addressing costs and the perceived lack of brand transparency. tackling the sustainability issues most important to the people of our region. Overall, environmental issues are seen as more important than social challenges; however, they vary depending on the local needs of each market, cultural context and generations. Concerns for environmental issues are passed on from generation to generation. Social issues are also important, but we find that younger generations are more concerned about mental health issues. Singapore tackling ranked 6 “mental health” issuese, on 43 topics companies should care about and address. Mental health is also one of the most important issues consumers expect from companies in the online technology and social media or home entertainment industries in Asia-Pacific,” adds Trezelene Chan.

“We know that APAC is expected to be the wealthiest region by 2030, but it is also the most vulnerable to environmental and social issues. As companies strive to convert their sustainability strategies into brand actions that connect and earn consumer trust, they must strategically align their commitment to addressing sustainability issues of relevant categories through communications or product offerings in a simple, compelling and meaningful way that resonates with consumers. consumers.”

by Kantar 2022 APAC Sustainability Sector Index will be explored in detail during a free webinar on Wednesday, October 19. Download the infographic here

About Kantar

Kantar is the global leader in marketing data and analytics. We have a complete, unique and comprehensive understanding of how people think, feel and act; globally and locally in more than 90 markets. By combining the deep expertise of our people, our data resources and innovative benchmarks, analytics and technology, we help our clients understand people and inspire growth.

About the study

by Kantar Sector Sustainability Index 2022 is based on interviews with 33,000 consumers in 32 countries in the Americas (6,007), APAC (11,020), Europe (16,017) in June 2022. APAC covered Australia, China, India, Indonesia, Japan, South Korea, Malaysia, Philippines, Singapore, Thailandand Vietnam.


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