US shoppers apathetic on sustainability compared to Europeans, research shows
FMCG brands must lead education drive to make sustainability a priority
Most US consumers do not consider sustainability when grocery shopping and are largely apathetic compared to European counterparts, according to an in-depth research report from The Big Picture (bigpicture.co.uk), a design research agency based in New York and London.
The ethnographic-based qualitative international research reveals that most North Americans would not select a product with ‘sustainable’ credentials for two key reasons: sustainable products are isolated in separate aisles in US supermarkets, requiring consumers to consciously seek them out, and there is a general lack of knowledge among consumers about the benefits of sustainable production.