Sustainability has become mainstream, but not all eco-conscious people tick in the same way, so acting sustainable can take different shapes and forms. At GfK, we have identified three strands of transformation, three groups acting sustainably, although based on different attitudes towards green.
The eco-actives are all about doing without necessarily saying. These are “all-rounders” taking a more a holistic approach to climate change that goes beyond pollution & waste. Eco-actives are taking personal responsibility and are very focused, both in their sustainable actions and their willingness to pay more for sustainable products. While the size of this group of consumers has declined slightly, it still is and will continue to be strong.
We also encounter those who are “green by accident”. Their major focus lies on saving resources and restricting their choices in an effort to save money. Sustainability comes as a side-effect: good for my wallet– and good for the planet. To no surprise, avoiding food waste is on their radar too. While they might be more skeptical about eco-product performance, they are willing to pay a premium for natural (and packaging).
The fastest growing group displays an attitude of “no sacrifices”: Going without? Not me. For those consumers – we call them the “glamour greens” –, green showcases a trendy lifestyle, green is the mean (with cheat moments). Sustainability is not their personal driving force, they will make particular choices that reflect their lifestyle, without sacrificing convenience. Green is valued as a status symbol, a badge of honor. Especially the Gen Z can be found in this segment, eager to showcase eco-friendly behaviors and purchases. No shapeless clothes, no tasteless food – instead, a new coolness: People wear clothes with eco statements, post a sustainable lifestyle on social networks and use products that combine sustainability and status.
One in five European shoppers (18%) showcases glamour green thinking and behavior, accounting for 72 billion Euros in shopping value. Currently, glamour greens are more prominent in Slovakia and Poland, less so in the Benelux countries. Also, the segment is smaller in Europe than, for example, in Asia, however growing consistently.
Glamour greens show quite distinguished shopping preferences: They are very brand- and innovation heavy, however, not necessarily loyal. No sacrifices could be extended to no effort – convenience is very important, price not really. But glamour greens are attentive shoppers, looking for information on quality and at the same time for visible seals to show off. Glamour greens have the highest incidence of veganism (7%) and vegetarianism (10%), avoid buying plastic, e.g. in personal care, though not necessarily at home (= cheat moments).
Product ChoicesGlamour Greens focus reducing carbon footprint & social responsibility
Glamour greens are assortment-, convenience-oriented, and tech-savvy. When selecting their preferred stores, factors such as a delivery service, ready-to-go/ready-to-eat products and meals, and the possibility for self-scanning/self-check-out rank high on their choice list, whereas food waste and plastic reduction are less relevant to them.
Whereas eco-actives will make an effort to always buy green brands, glamour greens display an erratic choice of green, fair trade and alike, and at the same time some suspect lifestyle brands.
Compared to the ‘very green’ mindset of eco-actives, glamour greens show a holistic understanding of climate change and personal health, a more 'inclusive' approach to ESG (Environment, Social, Governance) – and therefore require a different (messaging) approach than eco-actives. Glamour greens will not go to every length to act upon their principles, they are in a constant balancing act between what is good for themselves and what is good for society. For them, green does not mean going without or making sacrifices – glamour greens will 'pick and choose' behaviors and products that simply make them feel and look good. Green drives that, but needs to co-exist with convenience and gratification