©2012 All rights reserved BBMG, GlobeScan, SustainAbilityRE:THINKING CONSUMPTION Consumers and the Future of Sustainability67•Rethinking Consumption: Consuming Less. Consuming Better.Nearly two-thirds of respondents across six markets (66%) say that “as a society, we need to consume a lot less to improve the environment for future generations,” and 65% say they feel “a sense of responsibility to purchase products that are good for the environment and society.”•New Demands and Opportunities in Emerging Markets. Consumers in developing markets (Brazil, China, India) are more than twice as likely as their counterparts in developed markets (Germany, United Kingdom, United States) to report that they purchase products because of environmental and social benefits (51% to 22%), are willing to pay more for sustainable products (60% to 26%) and encourage others to buy from companies that are socially and environmentally responsible (70% to 34%).•Perceptions of Price, Performance and Credibility Critical to Driving Sustainable Consumption. A majority of consumers globally agree or strongly agree that they would “purchase more products that are environmentally and socially responsible” if they “performed as well as, or better than, products they usually buy” (75%), “it didn’t cost more” (70%), and “companies’ health and environmental claims were more believable” (64%).•Sharing Responsibility for a Shared Future. Three in four respondents globally say that government (76%), businesses (74%) and consumers (74%) should be very or extremely responsible for “working to improve the environment and society for future generations,” with two-thirds of respondents globally (65%) saying they personally “feel a sense of responsibility to society.”•Requiring Action: Top Issues for Companies to Address Include Water, Health, Fairness and Jobs. Nine in 10 consumers globally (92%) say it is very or extremely important for companies to address “safe drinking water” as part of their products, services or operations, followed by health care (87%), fair wages and safe working conditions (87%), jobs and economic opportunity (86%) and waste reduction (86%).•Collaboration and Participation: Being Part of the Solution.Two-thirds of consumers globally (67%) are “interested in sharing their ideas, opinions and experiences with companies to help them develop better products or create new solutions,” while seven in ten consumers globally (72%) “believe in voting and advocating for issues important to me.”
