According to an IPSOS study, there is growing concern about the environment and climate by the majority of citizens in the 16 countries analyzed. On a global average, almost half of the citizens interviewed (43%) say they are now more concerned than before about the pandemic about the environment. So much so, that 1 in 5 citizens on average, places the environment among their current priorities (19%). In the case of Spain, the percentage of citizens who give priority to this issue is 11%, which places Spaniards as the least concerned Europeans in this regard.

The population is divided between those who support prioritizing the economy over the harmful impacts that these plans may have on the environment (49% global average) and those who prefer to support greener policies, even if it means sacrificing economic growth or the loss of short-term jobs (global average 51%). Spain is among the countries that prioritize the economy (53%) compared to 47% that opt for a recovery plan with greener policies.

Given the growing concern about climate change since the arrival of the pandemic, the consumption habits of citizens are changing in such a way that after the pandemic, on a global average, 66% say they are more willing to buy low-cost appliances and appliances. consumption. In addition, consumers today adopt more sustainable habits and 64% consider themselves a sustainable and ethical shopper when they fill their food basket. Fashion would be the next category where people consume more sustainably (56%), followed very closely by technology (55%).

Regarding brands, half of the population thinks that they are not doing enough in terms of sustainability and good practices. This is a clear opportunity for brands, as consumers are willing to pay more for ethical and sustainable brands in most categories. With regard to technology companies, what consumers demand the most follows the same line as with the fashion sector, the use of recycled materials, safe working conditions and a fair salary for employees.