The Earth is dying and action is needed. In its latest sustainability report, the Mintel foresight consultancy indicated that the general public is increasingly sceptical about society’s ability to save the planet. However, many people believe that companies and brands (including cosmetics) can reverse the trend.
Are consumers experiencing a crisis of eco-confidence? According to Mintel figures, the number of people who think that “if we act now, we still have time to save the planet” has fallen from a majority of 55% in 2021 to a minority of 48% in 2024 (a drop of seven points).
“The United Kingdom (where this sentiment fell from 54% to 44%) and Germany (from 49% to 36%) recorded a sharp drop in this confidence. Germany is the country least convinced that there is still time to save the planet of all the zones studied (United States, Brazil, United Kingdom, France, Germany, Italy, Spain, China, India and Japan),” comments Mintel.
People are also less and less convinced that they can personally make a difference to the future of the world (51% in 2021 versus 47% in 2024).
Ecoactivists, on the other hand, are increasingly appreciated as educators. 42% of consumers acknowledge that activists have raised their awareness of environmental issues.
“While the experience of climate change and its existential and public health threats can awaken and mobilise consumers, the realisation of the scale of the pressing challenges can also erode optimism and create a sense of overwhelm. This is exactly …
