Sustainability's new normal: What 2024 consumers expect

Businesses' growth strategies are becoming increasingly dependent on global consumers' attitudes and willingness to pay for sustainable products and services. We surveyed over 6,000 consumers globally to understand consumer sentiment regarding sustainability and to assist businesses in meeting market demand.

Consumers are the engine of global economic growth, and their evolving attitudes towards environmental sustainability send a clear message to businesses: previously viewed as a peripheral issue, sustainability is now a critical factor for business success.

At Simon-Kucher, we recently conducted our Global Sustainability Study 2024, surveying 6120 consumers across six countries (USA, Germany, UK, Australia, The Netherlands, and India). This comprehensive analysis reveals a fascinating picture – a growing prioritization of sustainability alongside a persistent affordability…