“Pursuing environmental protection” is one of the top 10 global consumer Trends released in 2022

2022-05-30 0 By

Global market research firm EuromonitorInternational has released its “top 10 global consumer trends 2022” report, which predicts consumer trends for 2022, and one of them is going green.Climate change will affect consumer demand, and to change consumer behavior and interests according to the report, in 2021, about 65% of global consumers worry about “climate change”, consumers come to realize that individual action for the effects of climate change, and the influence of climate change on daily life, and anxiety prompted consumers to pay more attention to environmental protection action and purchase decisions.According to statistics, 67% of consumers in 2021 tried to make a positive impact on the environment through their daily activities, one-third of global consumers actively and proactively reduce their personal carbon emissions, and a quarter of consumers adopted carbon offsets.Due to the COVID-19 pandemic, there is still uncertainty about access to everyday needed products and services, environmentalists are beginning to make more sustainable choices, and green actions and low-carbon lifestyles will continue.At the same time, as concerns about climate change escalate, environmentalists will be more cautious about their consumption in order to control their carbon footprint on the planet, and they will expect brands to take proactive and realistic low-carbon measures in the products they sell and act on them in a timely manner.For this reason, business owners who want to win over environmentalists should offer products with as low a carbon footprint as possible and be more transparent.More products with carbon footprint certification and green labels can help build consumer trust and encourage consumers to make smarter choices, and they are more willing to pay for brands that align with their values.Consumers concerned about climate change are also using less plastic, wasting less food and recycling more, according to the report.But low-carbon diets, energy-efficient homes and environmentally friendly travel are still in their infancy.The epidemic has affected the job market, and consumers’ economic security is also at risk, with drastic changes in lifestyle.In the face of uncertainty, instability and lockdowns, consumers such as the tight-livered are gradually reducing their spending and becoming more pragmatic and rational in their decision-making.This result directly led to the second-hand consumption market “hot”.Due to the enhancement of sustainability and personalized consciousness, consumers began to shift their thinking mode from “holding” to “experience”, gradually eliminating the prejudice against second-hand goods, and economic benefits became the primary consideration.At the same time, consumers want to achieve sustainable lifestyles and reduce environmental impacts.In addition, some consumers also seek higher-priced proprietary or limited-edition items.Driven by these factors, buying second-hand goods has become mainstream.The trend is taking off in the fashion market, driven by retro and slow fashion trends.The younger generation is seeking a unique sense of identity in second-hand goods.According to the report, one in five consumers said they would consider buying second-hand goods in the future.Consumers are also constantly taking inventory of their belongings to determine what needs to be kept, resold or donated.With the emergence of second-hand trading apps and the increasing awareness of sustainability among consumers, the trend of chasing second-hand consumption will continue to prevail.At the same time, enterprises have begun to implement new business models and adopt the concept of circular economy. New transaction services such as repurchase plans, reusable packaging schemes and refurbishment products and services emerge in an endless succession. Various trading platforms will also provide diversified brands and product categories to meet the different needs of consumers.Swedish furniture giant Ikea will reportedly launch an online sales platform for second-hand goods in Australia, with a trial launch in early 2022.”The aim is to keep Ikea products in use for as long as possible and to promote product reuse and sharing in the circular economy,” ikea said.Used IKEA items purchased in stores and online will never sell for more than 50 percent of their original price.Ikea has upgraded the discount area of the store to a recycling center, including used furniture and other items into the buyback program.Since a new anti-waste law came into force earlier this year, French luxury brands have shifted from destroying unmarketable products to selling them to in-house staff at a discount, donating them or recycling them, AGence France-Presse reported.Louis Vuitton, for example, a well-known luxury brand, has more than 150,000 employees and generates a lot of revenue from discounted sales of slow-moving products.In addition to donating unsold products to partners, brand designers are also starting to upgrade their products with discarded or leftover materials.Luxury brand Hermes said it sold 39,000 upgrades in 2020.It follows that the second-hand consumption trend will ultimately promote sustainable production and consumption and enhance brand reputation while having a positive impact on the environment.More and more consumers are seeking out “outdoor oases” to spend more time embracing nature, and idyllic urbanites are making the move a long-term lifestyle choice.Suburban and rural areas can provide more open housing space and more pleasant natural scenery, quality air, smooth transportation and minimalist and sustainable living concept, become the main selling points of suburban, rural or small city housing, thus attracting consumers to flee the city and go to live here.City dwellers also want to be able to enjoy these advantages in their neighborhoods.In developed countries or regions, the migration trend is more pronounced due to the small urban-rural infrastructure gap, convenient commuting and low housing costs, the report said.But not all consumers are ready to give up city life.Urbanites who want to stay in cities but also aspire to a rural lifestyle are reshaping their preferences for green Spaces closer to home and faster commutes.As a result, more sustainability initiatives in metropolitan areas are more likely to resonate with urban people who yearn for a pastoral life.By establishing indoor farms and rooftop gardens, locally sourced products can be delivered within walking distance of urban residents.Repurposing vacant or unused infrastructure into parks and green Spaces will have a positive impact on densely populated communities.Companies and governments are also trying to create “micro-cities”, with 15-minute living circles that allow residents to reach places such as shops, restaurants or schools within 15 minutes, thereby reducing carbon emissions.Consumers want a safe, clean and green environment, whether in cities, suburbs or villages.The openness and sustainability of a community are the decisive factors that influence the destination of people returning to rural life.In the future, companies will win if they can enhance e-commerce distribution channels, expand sustainable product lines and meet the needs of consumers returning to rural life.Alison Angus, head of lifestyle at Euromonitor International, said: “Companies need to transform in response to rapidly changing consumer preferences.Going forward, companies may have a different outcome as they return to their pre-pandemic status.”Digital innovation has reshaped the way retailers, manufacturers and consumers communicate. In a new era of environmental transparency, technology tools such as digital product labels and mobile tracking apps can help consumers check their carbon footprints and recycling habits on their phones.Millennials, gen Z, as the largest consumer group in the future, will use tools to ensure that climate change impacts are minimised and believe their choices can make a difference, according to the report.For brands, the more environmentally friendly products and services they offer, the more they will resonate with such consumers.Source: China Environment