This is confirmed by the new edition of the Conso EY Future Consumer Index dedicated to changing consumption patterns.. Carried out between April and May 2021, with more than 14,000 consumers in around twenty countries, the survey highlights changes that may be temporary reactions to the health crisis, but also those more fundamental after Covid-19.
Who are these new consumers? ? How can businesses anticipate their needs ? Focus on the major trends of this study designed to provide a 360-degree perspective on consumer evolution. “The health crisis will have a lasting impact on what consumers consume and how they buy. Companies urgently need to carefully analyze the new consumer profiles that are emerging, in order to equip themselves with the offer that will allow them to remain relevant in the world of tomorrow” explains Eric Mugnier, EY partner. “The survey covers their current behaviors, their feelings and intentions. Some of the questions ask consumers what they think and what they will do once the crisis passes. This doesn't tell us what they will actually do, but allows us to follow the evolution of their expectations” continues Fabien Bouskila, EY-Parthenon partner.
Sustainable development criteria taken into account
Among the major lessons of this investigation, The French are taking more sustainable development criteria into account in their purchases (61 %) than those of other developed countries (50 %). Their concerns are primarily environmental (cited at more than 80%) rather than social (cited by 70%). Despite the overabundance of messages from brands, 79% of consumers say they lack good information to decide to act or choose in favor of sustainable development. The barometer confirms the strong divide between consumers focused on the end of the world (18 %) and others at the end of the month (31 %). The perceptions and concerns of French consumers regarding sustainable development ? 44% of consumers surveyed want to combat climate change and its effects. 36% want to promote the sustainable use of ecosystems and preserve biodiversity. 31% are concerned about the preservation of the oceans. Consumer concerns about sustainability are not just focused on the environment, but also include human rights and social justice, which must be taken into account in the context of initiatives and activities (ESG).
Young people, drivers of changes in purchasing behavior
In France, younger generations are more likely to be proactive about sustainability. They are more inclined to seek information on sustainable development compared to their elders, but they are also more likely to avoid purchasing products from brands that do not meet their expectations. Indeed, over the last six months, 41% of them have stopped buying or are buying less from brands that do not seem to be doing enough in favor of the environment (compared to only 15% among the oldest). 35% paid more for products or services with eco-responsible statements on packaging or in advertisements compared to only 13% of older people. Young French people are more likely to change their lifestyle. If older generations are more favorable than younger generations to taking small daily measures in favor of the environment, younger generations are more inclined than older ones to opt for more engaging changes to their lifestyles. 76% prefer public transport or cycling to traveling by car. 43% want to follow a plant-based diet. 73% of young people want to introduce those around them to products that are good for the environment.
COUNTRIES SURVEYED
The study was conducted between April and May 2021 among 14,000 consumers in the USA, Canada, Great Britain, France, Germany, Australia, New Zealand, Japan, China, Inde, Brazil, United Arab Emirates, Saudi Arabia, Denmark, Sweden, Finland, Norway, Indonesia, Italy, Spain. Experts in data processing and new technologies, EY teams are present in more than 150 countries.
