Consumers respond most to sustainability attributes they can connect to their own lives: healthier ingredients, fewer pesticides, locally sourced materials. PwC’s data reinforces this. Now more than ever, consumers need tangible proof of the positive impact sustainable products have on people in marketing communications, as well as a clear understanding of the wellbeing and economic advantages of sustainable choices. Consumers increasingly link environmental choices with issues such as healthier products, safer ingredients and improved quality of life. Sustainability is becoming less about future benefits for the planet alone and more about present-day benefits for individuals and families. Awareness of sustainability has never been higher and claims around sustainability credentials in goods are widespread. So, if consumers are concerned about sustainability, why do sustainable choices remain the exception rather than the norm? When consumers are asked if they care about buying environmentally and ethically sustainable products, they overwhelmingly answer yes: in a 2020 McKinsey US consumer sentiment survey, more than 60 percent of respondents said they’d pay more for a product with sustainable packaging. In our global study, roughly 60% of consumers say their concerns about climate change have increased in the past two years. The best companies will develop solutions that help consumers live more sustainably, not just buy more sustainably. How much do consumers care about ESG and sustainability? Find out whether consumers make purchasing decisions based on sustainability, climate impact and other ESG issues and to what extent these factors drive their behavior. Discover why consumers still prioritize sustainability and how brands can balance environmental impact, affordability and social responsibility New interpretations of health and a growing focus on resilience have consumers living more sustainably. Even consumers who say they don't care about sustainability are adopting more sustainable habits. Consumers indicate they care about sustainability. A recent EU survey found that 73 per cent of surveyed EU citizens said the environmental impact of a product is very important or rather important to them when making a purchasing decision.