Sustainability decisions will be influenced by the global economic situation

According to a study by Who cares, who careswhich Kantar conducted last year, increased consumer interest in sustainability and care for the environment. Derived from the Covid-19 pandemic, more than half of customers worldwide consider sustainability to be more important to them.

Therefore, socioeconomic reality Today, this is a factor that is becoming even more important for Latin American consumption. Because, as a result of the pandemic, the region has higher inflation and unemployment, as well as lower growth than the world average, which strongly affects purchasing habits.

In this sense, sustainability choices will be influenced by the economic situation in which families find themselves. In Latin America, consumers were asked if they have current financial constraints and most Latin Americans have some kind of difficulty covering their expenses.

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Concerns about sustainability are growing

Number Eco Actives, or more dedicated consumers, has increased worldwide, overall in Latam this indicator is slightly declining. This situation can be seen in most countries in the region, with the exception of two countries that show stability: Brazil and Chile.

Although the concern for the environment and the importance of sustainability cannot be denied, the price of the product becomes a purchase constraint for the household from the lower social class. That is, the lower the SES, the less Eco Active the house is.

The Kantar study segments households into three categories based on their behavior:

Eco-assets. Customers who are very concerned about the environment and who make the most of actions to reduce waste.

Those who think about the environment. Consumers care about the environment and plastic waste, but don’t take many steps to reduce it.

Eco- Releasers. Customers who have little or no interest in the environment and take no steps to reduce waste.

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