Re-casting the sustainable consumer for 2023 and beyond

Michael Horn, TBWA\Worldwide’s Global Head of Data Product, shares research into the nature of the sustainable consumer in 2023.

Let’s deconstruct the sustainable performance qualities which, if better understood in the boardroom, will help brands succeed. We’ll reference a subset of 39 unique cultural territories, “Edges”, identified by TBWA’s Backslash cultural intelligence unit. These Edges are then scored in online interviews with 7,700 adults, fielded in partnership with GWI, in 18 countries. For each sustainable “Edge”, we’ll consider the Strength (current adoption), Speed (change in influence from a year ago) and Spend(willingness to change purchase behavior) that make up their “Disruption Index”. Using this approach we can get behind the scenes on the...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands