Attitudes Towards Eco-Friendly Pledges

Goals

Identify data points that demonstrate that customers are frustrated with how long it is taking to combat climate change, particularly when that frustration is focused on brands and companies that are not making real changes to become sustainable quickly. Determine the perspective of US adults towards brands' sustainability actions, identify the daily eco-friendly behaviors that consumers engage in, and identify reports about millennials expressing the stress or anxiety that climate change and environmental issues give them. These data points could also take the form of social listening, like negative sentiment towards brands "eco-pledges".
Use statistics from 2018 or more recent and focus on major brands like Google, Ikea, P & G, Amazon, Unilever, and Microsoft.

Early Findings

Attitudes Towards Brand Sustainability Pledges

  • In a global online survey by Nielsen, 81% of respondents said they felt strongly that companies should help improve the environment.
  • This sentiment is strong across generations, but most among Millennials and Gen Z.
  • In 2019, more than 1,000 Amazon employees joined together to advocate that the business commit to zero emissions by 2030, have zero custom cloud computing contracts with fossil fuel companies, and spend zero dollars on funding climate-denying lobbyists and politicians.
  • Amazon responded by committing to carbon neutrality by 2040 and investing in global reforestation projects and electric vehicles.

Eco-Friendly Consumer Behavior

  • The percentage of people interested in purchasing sustainable products has grown from 49% in 2011 to 57% in 2018.
  • In a survey of US and UK internet users, over 50% reported that they have reduced the amount of disposable plastic they use in the past 12 months.
  • In terms of environmentally friendly packaging, consumers prioritize packaging that is recyclable, reusable, and that doesn't over-package.
  • Another survey found that while 65% of consumers say they want to buy from brands that advocate sustainability, only about 26% actually do so.
  • Approximately eight out of ten Americans say they reduce their food waste for environmental reasons, although the average food waste created by each American each day has only risen since 2000.

Stress and Anxiety Among Millennials

  • Eco-anxiety as a term was coined in the media in the early 2000s. While it is not in the DSM-5, the official encyclopedia of mental disorders, the American Psychological Association has published reports on the impact climate change has on human stress and anxiety.
  • Millennials and Gen Z are typically more impacted by eco-anxiety than older generations.
  • Approximately 72% of American millennials report that consuming negative information about the environment has an impact on their emotional well-being.

Already Identified Articles

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