The SB Socio-Cultural Trends Research™ , conducted in partnership with Ipsos, tracks the changing drivers and behaviors of consumers around the intersection of brands and sustainable living. Results reveal the evolving attitudes related to environmental and social justice issues, consumer intentions and aspirations toward adopting sustainable lifestyles - specific to the SB Nine Sustainable Behaviors™ and consumer perceptions on individual brand performance.
Brands can better understand the intention-action gap consumers face by diving into the bi-annual large-scale report, as well as participating in annual Brand Testing for individual brand-specific consumer insights. This data allows brands to strategize their social and environmental initiatives through the lens of their consumers, improve their brand influence and positioning in the marketplace, and create a deeper connection with their customers.
Five years in a row, at least 93% of US consumers surveyed say they behave in ways that protect the planet, its people, and its resources at least occasionally Close to 50% of Gen Z and Millennials say that they have switched brands in the past six months to another one that was more environmentally and/or socially responsible 80% say it’s important for companies to share their sustainability efforts with their customers