SB Socio-Cultural Trends Research Fall 2024

The SB Socio-Cultural Trends Research conducted by Ipsos and Sustainable Brands assesses consumer sustainability attitudes and behaviors across various regions. It focuses on how consumers perceive and act on sustainability-related issues, particularly through the lens of the SB Nine Sustainable Behaviors. Key themes include the widening gap between consumer intentions and actions, especially regarding reducing water and food waste, and the tension between environmental and social priorities. This report underscores the complex dynamics of consumer behavior in sustainability, revealing opportunities for brands to lead and educate consumers toward more impactful actions.