Dentsu Consumer Navigator: Sustainability 2023

The dentsu Navigator helps marketers navigate the complexities of understanding consumer behaviour in today's changing world. Dentsu’s monthly surveys of US consumers reveal timely insights on cultural trends, social issues, and emerging industry innovations from gaming to sustainability. These actionable reports empower marketers to make smarter business decisions, stay competitive, and authentically connect with consumers across a range of industries.

As each report launches, LBB will speak to dentsu’s Jack Boitani, VP, content, and Megan Keane, VP, integrated strategy, who work closely together on each report, to find out more about what they discovered. 

Please check out and download the full report here.

Q> Why are we focusing on this topic now? 

A> Sustainability is possibly the most important issue of our time, and we are constantly being reminded of its importance. For instance, a recent study carried out by the World Weather Attribution network found that the heat waves the U.S. and Europe are currently experiencing would not be possible if it weren’t for the changes the climate has recently undergone. Beyond the news, we are also seeing that sustainability is an idea that businesses and marketers are increasingly leaning upon, as evidenced in much of the work celebrated at the latest Cannes Lions Festival. Thus, we wanted to get consumers’ point of view on this topic. 

Q> What are you trying to explore with this report? 

A> Primarily, we wanted to explore what are the ideas that consumers associate with the notion of sustainability. One of the most significant takeaways from the study is the fact that the definition of sustainability is broadening, especially among younger consumers. Naturally, things like reducing consumption and waste, or using renewable energy immediately come to mind, and more than 60% consumers across the U.S. and Canada associate them with the word ‘sustainability’, but ideas like ‘looking after your community’ and ‘addressing poverty’ are also starting to be associated with it quite often, and for Gen Z consumers they’re up there with ‘reducing consumption and waste.’ 

Q> What consumer insight surprised you the most? 

A> In the industry we often say that “consumers vote with their wallet” and that is something that also came loud and clear from this research: 61% of respondents told us that brands’ communications about sustainability influence their purchasing decisions. But now we are seeing that, in addition to ‘voting,’ consumers are starting to keep a close eye on what brands are ‘doing with their vote’: 55% consumers across the U.S. and Canada said that when they hear about a business making a commitment that supports the environment, they often check in later to see whether that commitment was fulfilled. This share rises to 75% among Millennials.

Q> What are three key lessons for brands to take coming from this data?

A> First and foremost, being transparent and following through when it comes to sustainability. 72% of respondents share the sentiment that brands are making a lot of future commitments when it comes to their environmental efforts, but don’t take sufficient, concrete action in the present. There is a general feeling that businesses are not transparent enough when it comes to reporting how their practices affect the environment that is shared by 71% North American consumers. Finally, making it easier for consumers to become part of the solution, whether it’s by making more sustainable options available, or by making them cheaper. Consumers want to adopt more sustainable behaviors but expect businesses to reduce the intent to action gap.