According to new research from the 2022 Mintel Consulting Sustainability Barometer, consumer fears over climate change have escalated around the globe over the last year. Between 2021-22, the number of global consumers citing climate change as a top three environmental concern has risen from an average of 39% to 46%.

In addition to climate change, there are also concerns over water shortages (up from 27% in 2021 to 31% in 2022) and food shortages (up from 17% to 23%).

Climate change remains the world’s highest environmental priority

Nearly half (46%) of consumers globally cite climate change among their top three concerns. Air quality (e.g. exhaust fumes, industrial emissions) (36%) and plastic pollution (e.g. ocean plastic) (33%) complete the world’s top three environmental concerns. However, concerns about plastic pollution are down slightly from 36% in 2021.

Just under three in five (58%) consumers globally agree that extreme weather events such as flooding and heatwaves in their country are encouraging them to do more to protect the environment. And 68% say doing things that benefit the environment makes them feel happy.

Meanwhile, 38% say they want to show other people how they are doing good for the environment, sharing their actions on social media, for instance. A further 24% are taking this a step further by researching their annual carbon footprint.

While environmental priorities have shifted in the last year, consumers’ sustainable behaviours remain focused on simplicity and frugality

For example, recycling packaging (59% in 2022 v 60% in 2021) and reducing clothes buying (50% in 2022 v 52% in 2021). Furthermore, global consumers’ optimism has stalled, with 55% believing that if we act now, we still have time to save the planet, compared to 54% who said the same last year.

The second annual Mintel Consulting Sustainability Barometer features research and insight on consumers’ sustainability attitudes, behaviours and purchase preferences across 16 countries. It offers recommendations for companies and brands based on best-in-class innovations, communications and campaigns.

Commenting on the findings is Richard Cope, senior trends consultant at Mintel Consulting

“The fact that concerns around climate change and water and food shortages are being prioritised ahead of previous preoccupations with waste and plastic pollution points towards the emergence of a more informed and hardened global consumer. Soaring temperatures, extreme weather events and disruptions to food, water and energy supply chains have given consumers a harsh reality check, hurting their health and wallets, and activating them in the process.

“In the meantime, escalating activism, regulatory reaction and the sheer scale of the challenges ahead and solutions required have educated global consumers enough to sniff out greenwashing campaigns and there’s no going back from that. This means companies will increasingly need to assert − and clearly communicate − the truly impactful actions they are taking to reduce emissions, rather than simply offset them or dip their toes into populist ‘plastic free’ campaigns. This growing awareness around resource inputs and emission and waste outputs will also spell the end for ‘environmentally friendly’ as a credible marketing term.

“Our research shows that the majority of consumers continue to see recycling and mitigating waste as important sustainable behaviours. This tells us that simple, frugal behaviours are the most popular among consumers, which underlines the fact that brands’ sustainability initiatives need to deliver on value and convenience. Looking ahead to 2023, expect to see resource (food, water, money) conservation ascend further up the agenda and the use of economising technology refurbishers and urban peer access sharing economies to grow. For consumers, the connections between saving the environment, its resources and their money will strengthen.”