48% of respondents reported switching their shopping habits to more eco-friendly brands, and plant-based eating has increased a whopping 50% in a recent report from Colmar Brunton.
The annual "Better Futures" report surveys 1,500 New Zealanders about the issues that matter most to them.
Climate change, sustainability and waste were key concerns, an growing trend for Aotearoa’s consumers. There are also some interesting insights for our politicians. 46% of respondents want the government to take the lead on climate change initiatives and 76% say that government environmental policies influence how they vote.
“48% of respondents have switched to brand or services that are more sustainable.”
This is the first year that the report has surveyed 13 - 17 year olds. A significant proportion of this group were concerned about the build-up of plastic in the environment and pollution of lakes and rivers. 72% are looking for a future employer that is socially and environmentally responsible.
It’s great to have some New Zealand-specific research that supports what many of us in the sustainability sector already intuitively know. Businesses that listen to these consumer concerns, take action to reduce their environmental impact, then tell their story are well positioned to succeed.
And those who don’t? I’m not so sure that good things always come to those who wait…
