Conversations about climate and Varejo no Canadá, rapidamente se volta para a lacuna de "dizer-do", onde os consumidores dizem que valorizam o Clima mas pouco para mudar seu comportamento de compra - especialmente durante os períodos de coação econômica. No entanto, novos dados da pesquisa anual de consumidores canadenses do Boston Consulting Group sugerem que, apesar do declínio da confiança do consumidor, um quarto dos canadenses ainda está disposto a comprar mercadorias alinhadas com suas condenações climáticas em pelo menos algumas categorias de produtos. Eles não priorizam esse espaço.
This trend represents an opportunity and a risk for retailers: the opportunity to grow share with a consumer segment that is younger and wealthier than average, and a risk of losing business to other brands if they don’t prioritize this space.
Nossa pesquisa confirmou a parte "Say" da equação. Dois terços dos 3.000 consumidores canadenses que pesquisamos se descrevem como um "advogado climático" ou um "apoiador silencioso". As principais categorias afetadas incluíram: comer fora; itens de luxo; produtos de limpeza doméstica; Alimentos e bebidas embaladas, congeladas ou enlatadas; e viajar. Entre os entrevistados de alta renda, esse número subiu para 83%. E 17% dos consumidores disseram que o impacto climático de um produto ou serviço era “muito importante. Isso se compara a 15% dos 65 anos ou mais que disseram o mesmo. Z.
On the “do” side, an attention-grabbing 31% of respondents reported they had reduced or stopped consuming some products or services due to their perceived climate impact. The top categories affected included: eating out; luxury items; household cleaning products; packaged, frozen or canned foods and beverages; and travel.
More than half (54%) of consumers surveyed said climate impact was at least somewhat important to them when making a purchasing decision. Among high-income Gen Z respondents, this figure rose to 83%. And 17% of consumers said that the climate impact of a product or service was “very important.
Climate consciousness is strongest among the young. A quarter of those aged 34 and under rated climate impact as “very important.” This compares to 15% of those aged 65 or older who said the same.
A quarter of all respondents also claimed they spent more in the last six months for a product or service due to its lower perceived climate impact. (See Exhibit below.) Again, this figure was highest for the young: 39% for Millennials and 46% for Gen Z.
Food was the top category for premium climate spending, with consumers focusing on both fresh and organic foods. Products for the home are also top of mind for buyers, including more environmentally friendly household cleaning products and home items such as bedding. These consumers were also willing to pay more for hair, face, body care and cosmetics that were eco-friendly.
Our survey showed that it is not just the desire to help the climate that motivates Canadian consumers. Peer pressure plays a role too, with 37% of those aged 34 and under saying they felt increasing pressure from friends and family to purchase climate-conscious products.
The Canadians in our sample also identified barriers to climate-conscious purchasing. Perhaps in light of inflationary pressures, the top answer was “too expensive.” A lack of alternatives and inadequate information were other top concerns.
To make climate spending decisions, consumers had to navigate a confusing array of climate labels, both Canadian and international. Claims linked with climate included terms such as “biodegradable,” “eco-friendly” or “sustainable.”
Os consumidores também identificaram oportunidades que ajudariam a reduzir essas barreiras. Quando perguntado sobre quais características destacaram um varejista para um consumidor consciente do clima, as respostas superiores giravam em torno de oferecer maior escolha e promover ativamente esses produtos na loja. Transição para identificar o consumo consciente do clima como a maior tendência no mercado canadense, o início do crescimento da curva S geralmente não parece maior que uma oportunidade de nicho. Os principais varejistas europeus aprenderam a ajustar as ofertas e a promoção de produtos para abordar essa oportunidade. É apenas uma questão de tempo até que alguns varejistas canadenses aproveitem a oportunidade da curva S. A questão é quais serão os que se moverão primeiro e que permitirão que os concorrentes assumam a liderança? Inscreva -se
Interestingly, consumers ranked public commitments to net zero or donations to climate organizations farther down the list than offering climate-conscious products or active in-store promotion.
While it is too early in the net-zero transition to identify climate-conscious consumption as the biggest trend in the Canadian market, the beginning of S-curve growth often looks no bigger than a niche opportunity. Leading European retailers have learned how to adjust product offerings and promotion to address this opportunity. It’s only a matter of time before some Canadian retailers seize the S-curve opportunity. The question is which will be the ones to move first and which will let competitors take the lead?
