current
Eco Logical
Consumers continue to prioritize environmental responsibility, but with a pragmatic focus on affordability and tangible benefits.
Themes
Timeframe
long-term
Categories
Impact areas
Detailed Analysis
Environmental consciousness remains strong, but consumers are adopting a more practical approach to sustainable consumption. While they want to make eco-friendly choices, affordability and clear benefits are key drivers. "More than 60% of consumers tried to have a positive impact on the environment in 2024—a figure that’s remained consistent since 2020. And nearly two thirds are worried about climate change."
Context Signals
Growth in the number of online SKUs with sustainability claims.
Brands with a tangible sustainable proposition experiencing higher growth rates.
Natural claims being the most prevalent and trusted sustainability attribute.
Edge
Brands must move beyond generic claims and demonstrate specific, tangible environmental benefits.
Increased focus on specific sustainability attributes tailored to individual product categories.
Integrating sustainability into core product benefits, such as quality, health, or durability.
