The commitment of citizens around the world to sustainability is a reality that is reflected in the studies carried out by McCann Worldgroup (MW), a global marketing services company, with an integrated network of advertising agencies with a presence in more than 100 countries, including Spain.
These studies reveal that 82% of citizens around the world consider climate change to be the greatest challenge we will face in the next 20 years, along with the threat of pandemics.
MW’s global intelligence unit has developed more than 40 quantitative and 100 qualitative studies worldwide. The latter are ‘The Truth About Wellness’ and ‘The Truth About Sustainability’, whose results confirm the need to bet on sustainability, while McCann sees a strategic reformulation of brands and companies as a priority. For this reason, the company is already working from the concept of “new marketing”.
Concern about climate change is very high in all countries and in the case of Spain, the study ‘Truth About Sustainability’ reveals that 61% of Spaniards say they are concerned about climate change, a percentage very on par with the global data (63%).
In addition, 46% show concern about climate change, but feel helpless in the absence of solutions to stop it. Another significant data is that 77% believe that brands have a greater capacity to generate positive changes among the population than even the governments themselves.
Regarding the health perception study, 80% of the world’s population affirm that their definition of well-being has changed, with mental health surprisingly emerging as the number one health concern, even ahead of new cancer treatments and new approaches to immunity.
Another piece of information that is reflected in the aforementioned works is that 90% of the top 100 companies in the world have made some kind of commitment to sustainability or climate change in the last two years.
When it comes to making personal decisions that help sustainability, more than 90% declare willing to change something in their daily actions to live more sustainably, although however only 13% of people would be willing to give up the meat or 9% would agree to limit international travel.
Although activism is more related to the youngest age groups, McCann’s studies show that those who express the greatest concern for the environment are people between 55 and 64 years old, among whom 68% reflect this. On the other hand, among young people between 18 and 24 years old, 62% show concern for the environment.
As a conclusion of these studies it is reflected that, today, sustainability affects everything, from government policies to consumer behavior. Brands, according to MW research, have enormous potential to make the world a better place.
The work carried out focuses on sustainability as a global challenge with local nuances. It is about taking into account the cultural contexts of each region, but the need to act worldwide. Finally, it is intended to send the message, in order for brands to make it their own, that being sustainable is not more expensive.