Sustainable Purchases Decline as Consumers Prioritise Frugality

Published 13 February 2025

Author
Nienke Creemers
2 min read

The annual Healthy & Sustainable Living report by Canadian global insights firm GlobeScan surveys consumer attitudes towards sustainability across 31 markets. In 2025, people are less likely to make eco-conscious purchases – a habit driven by inflation and climate nihilism among young consumers. We explore the key takeaways for brands.

  • Climate Change’s Lifestyle Impacts: In 2024, 45% of people worldwide felt affected by climate change, up from 37% in 2022. Consequences encompass both the personal – 23% experience climate anxiety – and societal: 15% of consumers face food shortages, and 13% have become more active at nighttime to avoid extreme heat.

    This is prompting some to adopt eco-minded habits: 46% of consumers say they’re avoiding food waste, and 34% are minimising water use to prevent shortages. Despite these changes, 77% associate sustainable living with enjoyment rather than deprivation.

  • Sustainable Purchases Slide: In August 2024, 46% of Europeans said they’d bought a sustainable product in the past month, down from 53% in 2022. Over the same period, Latin America saw a six-percentage-point decline and the Asia-Pacific region a two-percentage point drop in eco-conscious purchases. Only Africa and the Middle East saw a rise in such purchases, from 51% in 2022 to 60% in 2024.

  • Families Drive the Sustainability Agenda: Globally, parents are the most worried about climate change and most prone to act. In 2024, 53% of parents said they tend to buy from responsible brands (compared with 41% of those without children). Specifically, 45% usually choose products in refillable packaging (versus 38%), and 28% buy second-hand items (versus 21%).

  • Disengaged Youth: Although 68% of 18- to 24-year-olds want to lower their environmental impact, their motivation is dwindling, with 42% believing individuals have minimal climate impact. See 10 Sustainability Trends to Watch 25/26 for more on climate anxiety among youngsters.