Naturally all the current headlines and discussion are about inflation.

But what does this mean for the environmental agenda? Our latest #WhoCaresWhoDoes 2022 study shows the continuing importance of sustainability.

Interest in sustainability may have taken a backseat but it has grown significantly and remains high

Naturally all the talk at the moment is about inflation and, of course, interest in this topic has increased significantly. But sustainability has not been forgotten and interest continues to rise and is still at a high level.

Shares for the most Eco-Active segments have reduced this year as but they represent huge value

With 45% of households saying that it is currently difficult to act sustainably given financial constraints, Eco-Actives have dropped to 18% of the total. However this is $261 billion and if the Eco-Considerers are added, this makes business with these households worth $786 billion.

The importance of Eco-Actives to brands is clear when compared with other important market developments

To put some perspective on the value of the most Eco-Active households in Western Europe, they are 4 times larger than E-Commerce and nearly a quarter of the business in Western Europe.