“Eco Actives”, or the world’s most environmentally conscious households, had been on a steady rise over the years but are now declining in number for the first time. This according to “Who cares? Who does?”, the globally harmonised survey by Kantar Worldpanel Division that focuses on mapping what Eco Actives purchase and their relationship with various brands.
Kantar Worldpanel Division’s Natalie Babbage, LinkQ solution director and sustainability expert, hosted a webinar to present the report’s brand case studies, areas of potential growth and emerging trends in sustainability, among others.
The report’s eco-segmentation lists three different categories of people based on their...