What is the value-action gap between brands that want to be more sustainable and the ones that already are

Continuing the main insights from the new 2021 #WhoCaresWhoDoes study, this week we focus on a huge $800+ billion opportunity for brands. This is to bridge the value-action gap between those that want to act more sustainably and those that do.

We also look at the latest shopping behaviour trends – still reflecting lockdown patterns.

1. More than one third of shoppers would like to shop sustainably but don’t – these shoppers are worth at least $800 billion Two in three shoppers try to buy products with environmentally friendly packaging but only 29% regularly avoid plastic packs. This leaves a gap of 36% and based on the 24 countries in the study, this is worth $806 billion – a huge opportunity for brands to bridge.
2. What can brands do about the value-action gap? Value, find ability and knowledge
   Nearly 60% of shoppers say that environmentally friendly products are either difficult to find or too costly – and more than one in five are not clear how to act. The potential value-action gap rewards are huge for brands that can make this easier.
3. With lockdown, shopping frequency dropped and basket size rose significantly – so far in 2021 these behaviours remain the norm
   Pandemic advice and sometimes lockdown rules led to less shopping around, fewer store visits but very large basket sizes in a record FMCG market. Both behaviours are still the case in Q2 2021.