As consumers reconsider their spending habits in light of the cost of living crisis, their consideration around sustainable behaviours is likely to change.

Fast fact: Based on Kantar Global Issues Barometer in April 2022, a more spontaneous focus on basic needs to the detriment of concerns over the planet has emerged – even though climate change remains a top three issue that consumers believe governments and business need to tackle. Two thirds of Kantar’s global sample agree that they want to be sustainable, but brands have to make sure they can afford it.