healthy and sustainable living...ikea china karen ho head of corporate and community sustainability...
TRANSCRIPT
Webinar
11 December 2019
Consumer and Expert Perspectives from Asia
Healthy and Sustainable Living
2
Introduction
Wander MeijerDirector Asia Pacific
GlobeScan
Sonalie FigueirasFounder and
Editor-in-Chief
Green Queen
Anders
LennartssonCountry Sustainability
Manager
IKEA China
Karen HoHead of Corporate and
Community Sustainability
WWF-Hong Kong
3
• Representative online
samples of approximately
1,000 adults per market in
each of 25 markets
• 7,000 people in Asia: Japan,
China, Hong Kong, S Korea,
India, Philippines and
Indonesia
• Samples representative of
online population, weighted to
gen-pop census
• Online surveying between April
and May 2019
Methodology
Participating Markets, 2019
4
Why Now?
5
28
36
40
40
54
50
55
58
58
17
28
29
32
36
38
38
40
40
Transnational migration
State of global economy
Unequal treatment of women
Mental health problems
Not enough food to feed people
Spread of human diseases
Human rights abuses
Extreme poverty
Shortages of fresh water
Top concerns for Asian consumers
*Includes China, Hong Kong, India, Indonesia, Japan, Philippines, and South Korea
T1. For each of the following possible global problems, please indicate if you see it as a very serious, somewhat serious, not very serious or
not at all serious problem.
Seriousness of Global Problems, “Very Serious,” Asia* vs Average of 25 Markets, 2019
56
52
62
62
60
60
67
62
66
42
45
47
51
54
55
56
59
60
Loss of biodiversity
Gap between rich and poor
Depletion of natural resources
Corruption
Air pollution
Single-use plastic waste
Terrorism
Climate change / global warming
Environment/pollution
Asia, average
of 7 markets
Global, average
of 25 markets
6
Declining levels of trust across many institutions
0
20
40
60
80
Science/academic institutions
UN
Fellow citizens
NGOs
National government
Large charitable foundations
Global companies
Press/media
*“A lot of trust” and “Some trust” minus “Not much trust” and “No trust at all”
**Includes China, India, Indonesia, and South Korea.
Not all markets were asked in all years.
Trust in Institutions, Net Trust*, Asia**, 2014–2019
7
Inclination to reward companies is increasing in Asia
Rewarding of Companies Seen as Socially Responsible, Asia*, 1999–2019
32
49
0
5
10
15
20
25
30
35
40
45
50
Rewarded
Considered rewarding
*Includes China, India, Indonesia, and South Korea. Not all markets were asked in all years. This question was previously asked using an in-person and
telephone methodology.
T7. Over the past year, have you considered rewarding a socially responsible company by either buying their products or speaking positively about the
company to others? Would you say you have...?
8
Prioritize Healthy and Sustainable Living
Asia* vs Average of 25 Markets, 2019
*Includes China, Hong Kong, India, Indonesia, Japan, Philippines, and South Korea
Q12c. Compared with everything else that is happening in your life, how much of a priority is it for you to live in a way that is good for you, good for other people, and good
for the environment?
14 33 37 13 3Priority of living living in a way that is good for you, good
for other people and good for the environment
A major
priority
A large
priority
A moderate
priority
A small
priority
Not a
priority
Intent
Intent 16 38 34 10 2Priority of living living in a way that is good for you, good
for other people and good for the environment
Asia
Average of 25 Markets
9
7 27 44 20 3Living in a way that is good for you, good for other people,
and good for the environment, all at the same time
Completely Mostly Moderately A little Not at all
14 33 37 13 3Priority of living living in a way that is good for you, good
for other people and good for the environment
A major
priority
A large
priority
A moderate
priority
A small
priority
Not a
priority
Broad gap between intent and action in Asia and globally
Asia* vs Average of 25 Markets, 2019
*Includes China, Hong Kong, India, Indonesia, Japan, Philippines, and South Korea
Q12a. Thinking of your life overall (especially what you eat, what you buy, how you go from place to place and how you consume energy), to what extent do you think
you are living in a way that is good for you, good for others, and good for the environment, all at the same time?; Q12c. Compared with everything else that is
happening in your life, how much of a priority is it for you to live in a way that is good for you, good for other people, and good for the environment?
6 31 47 14 2Living in a way that is good for you, good for other people,
and good for the environment, all at the same time
Completely Mostly Moderately A little Not at all
16 38 34 10 2Priority of living living in a way that is good for you, good
for other people and good for the environment
A major
priority
A large
priority
A moderate
priority
A small
priority
Not a
priority
Asia
Average of 25 Markets
Intent
Action
Intent
Action
10
7 27 44 20 3Living in a way that is good for you, good for other people,
and good for the environment, all at the same time
Completely Mostly Moderately A little Not at all
14 33 37 13 3Priority of living living in a way that is good for you, good
for other people and good for the environment
A major
priority
A large
priority
A moderate
priority
A small
priority
Not a
priority
Fewer than one in ten respondents in Asia are fully enabled
Asia* vs Average of 25 Markets, 2019
*Includes China, Hong Kong, India, Indonesia, Japan, Philippines, and South Korea
Q12a. Thinking of your life overall (especially what you eat, what you buy, how you go from place to place and how you consume energy), to what extent do you think
you are living in a way that is good for you, good for others, and good for the environment, all at the same time?; Q12c. Compared with everything else that is
happening in your life, how much of a priority is it for you to live in a way that is good for you, good for other people, and good for the environment?
6 31 47 14 2Living in a way that is good for you, good for other people,
and good for the environment, all at the same time
Completely Mostly Moderately A little Not at all
16 38 34 10 2Priority of living living in a way that is good for you, good
for other people and good for the environment
A major
priority
A large
priority
A moderate
priority
A small
priority
Not a
priority
Asia
Average of 25 Markets
Intent
Action
Intent
Action
11
How?
% of Experts, Total Mentions, Unprompted, 2019
37
27
13
9
8
7
6
5
4
3
2
2
Unilever
Patagonia
IKEA
Interface
Natura
Danone
Nestlé
Marks & Spencer
Tesla
BASF
Apple
Procter & Gamble
Experts: Corporate Sustainability Leaders 2019
Question: What specific companies do you think are
leaders in integrating sustainability into their business
strategy? Please enter a maximum of 3 companies in
the spaces provided.
Unilever, Patagonia, and IKEA Are Most Recognized Global Leaders
| 12
% of Experts, Total Mentions, Unprompted, 2019
37
27
13
9
8
7
6
5
4
3
2
2
Unilever
Patagonia
IKEA
Interface
Natura
Danone
Nestlé
Marks & Spencer
Tesla
BASF
Apple
Procter & Gamble
Experts: Corporate Sustainability Leaders 2019
Question: What specific companies do you think are
leaders in integrating sustainability into their business
strategy? Please enter a maximum of 3 companies in
the spaces provided.
Unilever, Patagonia, and IKEA Are Most Recognized Global Leaders
| 13
Improve 1B+ lives; halve
enviro footprint; double the
business
“A better life for the
many people”
“In business to save our
home planet”
14
49
47
27
25
18
31
21
18
22
16
18
9
45
41
30
25
25
24
23
23
21
18
14
11
Too expensive
Not enough government support
I'm not sure how
I like the way I live now
Inconvenient
Not enough business support
Other people not doing it
Won't make any difference
Not enough NGO/charity support
I don't have time
Don't trust what I read/hear
I'm not personally concerned
Main barriers both in Asia and globally
Barriers to Improving Lifestyle to Be More Healthy and Sustainable, Total Mentions,
Asia* vs Average of 25 Markets, 2019
*Includes China, Hong Kong, India, Indonesia, Japan, Philippines, and South Korea.
Q13. What is preventing you from living in a way that is good for you, good for other people, and good for the environment? Please select 3 things from
the following list in order of importance, with 1 being the most important, 2 the second most important, and 3 the third most important.
Leadership
Convenience
Motivation
Cost
Information
Asia Average of 25 Markets
15
Main Drivers - Analysis
Drivers of a Healthy and Sustainable Lifestyle, Individual Actions/Attitudes,
16
Main Drivers - Analysis
Drivers of a Healthy and Sustainable Lifestyle, Individual Actions/Attitudes,
17
Where to help Asian consumers
Drivers of a Healthy and Sustainable Lifestyle, Individual Actions/Attitudes,
18
22
23
27
27
27
27
28
28
29
29
30
30
32
33
33
Third-party certification
Advocating for better policies/behaviors
Informing on living in env. friendly way
Treating employees fairly
Same price for socially/env. friendly products
Investing in science/R&D
No energy/materials wasted in operations
Reducing negative environmental impacts
Informing on how to live healthier
Reducing impacts on climate change
Open about impacts of products/services
Affordable products/services
Eliminating harmful ingredients
Protecting privacy of personal data
Products/services that last a long time
*Includes China, Hong Kong, India, Indonesia, Japan, Philippines, and South Korea.
Q17. Now I would like to ask you how [INSERT SECTOR] can help you live in ways that are good for you, good for other people, and good for the environment.
Please rate each of the following actions as very helpful, somewhat helpful, a little helpful, not very helpful, or not at all helpful…
Actions and Enablers
Helpfulness of Actions to Enable Healthy and Sustainable Living, “Very Helpful,” All Sectors, Asia*, 2019
Products/services
Operations
Communications/advocacy
19
The Generation Gap
4
7
9
13
8
18
18
20
21
19
22
25
29
34
27
Baby Boomers+
(55+)
Gen X
(45-54)
Millennial
(25-44)
Gen Z
(18-24)
Total
All of the timeMost of the time
14
20
17
12
8
34
36
36
34
30
48
56
53
46
38
Strongly agreeSomewhat agree
9
15
20
21
16
35
38
40
44
40
44
53
60
65
56
A great deal A fair amount
13
21
27
29
22
37
41
39
42
40
50
62
66
71
62
A great dealA fair amount
Frequency of Feeling
Stressed or Anxious
Feel Guilty about Negative
Impact on the Environment
Brand Loyalty Motivated
by Being Part of Movement Bigger
than Myself
Brand Loyalty Motivated by
Making Positive Impact in
Community/World
*Includes China, Hong Kong, India, Indonesia, Japan, Philippines, and South Korea.
By Age, Asia,* 2019
20
Consumer Segmentation
Asia, 2019
Sustainable Living
Advocates
Higher consumerism
Lower consumerism
Less social/environmental concern
Aspirationals
Practicals
36%
42%
22%
Healthy and sustainable lifestyle lower priority
Healthy and sustainable lifestyle higher priority
More social/environmental
concern
21
Consumer Segmentation
Asia, 2019
Sustainable Living
Advocates
Higher consumerism
Lower consumerism
Less social/environmental concern
Aspirationals
Practicals
36%
42%
22%
Healthy and sustainable lifestyle lower priority
Healthy and sustainable lifestyle higher priority
More social/environmental
concern
22
Conclusions
• Increasing concerns on the environment in Asia
• Good level of Intent to live Healthy and Sustainable Lifestyle
• Much less action
• Several barriers
• Desire for a more Healthy and Sustainable Lifestyle –
especially strong among younger generations
• What Now? And How?
23
Discussion and Q&A
Sonalie FigueirasFounder and
Editor-in-Chief
Green Queen
Anders
LennartssonCountry Sustainability
Manager
IKEA China
Karen HoHead of Corporate and
Community Sustainability
WWF-Hong Kong
