Among the findings of the study are: changes in consumer behavior,
factors that influence purchasing decisions and business actions that
value
Instituto Akatu and GlobeScan publish the results of the Vida Survey
Healthy and Sustainable 2022: A global study of consumer perceptions . O
study has been carried out annually since 2019, and in 2022
went into the field in 31 countries, with a thousand respondents in Brazil, all
older than 18 years.
Their discoveries help companies to become, more and more, allies of the
consumers in adopting healthier and more sustainable lifestyles and
help build a relationship of trust and
commitment to its stakeholders.
"The 2022 survey underscores even more what previous editions pointed out:
that it is fundamental for companies and brands to clearly communicate their
sustainability and the attributes of its more sustainable products.
Those that invest in this will be seen as allies of the consumer, which
can represent a reputation gain and an appreciation as
driving more sustainable practices", analyzes Helio Mattar,
executive chairman of the board of
Akatu Institute.
“The recurrence of this research in the last four years with an analysis
exclusive in-depth survey reveals the consistency of consumers' thinking
Brazilians regarding the adoption of healthier behaviors and
sustainable. The interest is evident and it is up to the other actors that make up the
the market to provide the conditions for these intentions to become
actions and new consumption practices", points out Álvaro Almeida, director of
GlobeScan for
Latin America.
Tarcila Ursini, board member and specialist in
sustainability in business, highlights the opportunities for companies in view of the increased awareness of the Brazilian consumer pointed out in the survey: “in the field of companies there are gigantic business opportunities, so that they communicate better and encourage the consumer to practice sustainability”, he analyzes.
CEO of Global Compact Brazil, Carlo Pereira, follows the same line: “calls the
attention to the perception of Brazilians in the face of global problems and the
expectations on companies, which are invited to help in this
transition to a healthier and more sustainable society. there is a lot
space for companies and business leaders to act in this sense.”
In addition to the collaboration between Instituto Akatu and GlobeScan for the
research development, it was sponsored by: Ambev, Asics,
Globo, Mercado Livre, PepsiCo, Tetra Pak and Vedacit.
Check out some results:
Attitudes for a healthy and sustainable life
→ 81% of Brazilians say that what is good for an individual is not always
it is good for the environment (4 pp increase compared to 2021); against 46%
in the world average
→ 84% of Brazilians say they want to reduce their individual impact on the
environment and nature (demonstrating stability: 86%, in 2021); against 73%
of the world average
→55% of Brazilians say they are willing to pay more for products or brands
more sustainable (decrease of 5 pp compared to 2021); on par with the
57% of the country average
Performance of institutions in helping to have more ecological lifestyles
→ The best evaluated institutions are NGOs/activist groups: 60% of
Brazilians declare that they are doing “very well/well” in helping the
people to live in a more ecological way, in comparison with the great
companies (43%) and governments (30%)
Influencers of a greener life
→ About 30% of Brazilians say that the biggest influencers of a
style of
greener life are family members, traditional media (TV, radio and
News)
and social media; in fourth place are companies and brands (26%)
Factors influencing the purchase decision
→ Between 43 and 55% of Brazilians say that the fact that a product is
ecologically
correct influences “a lot” your purchase decision in different
segments, especially personal care (55%) and cleaning products (51%)
→ 56% of Brazilians say their purchase decisions are very
influenced by brands that promote sustainable agriculture and that
develop programs for efficient use of water; 54% for brands that develop
packaging recycling/reuse programs that provide help
humanitarian
Food for a healthy and sustainable life
→ 6 out of 10 Brazilians declare “always/most of the time” to eat
healthy food, no change since 2019
→ 6 out of 10 Brazilians say they are willing to pay more for food
healthy and
sustainable
Changes made in life to favor the economy, the environment and
society
→ 34% of Brazilians say they have made changes in the last year to
be healthier, improving well-being and physical and mental health
(increase of 4 pp compared to 2021)
→ 25% of Brazilians say they have made changes in the last year to
be more ecologically correct, seeking to reduce the impact on the environment
and climate (increase of 4 pp compared to 2021)
Perception of the seriousness of global problems
→ Following the same pattern as in previous years, environmental problems
predominate as the most serious for Brazilians, with 8 of the 11 main
problems pointed out, with emphasis on water pollution and exhaustion
of natural resources
