Consumer expectations for business behavior vary by region

Shop in Europe, North America and the Asia-Pacific regions and you’ll find the No. 1 expectation of businesses among consumers is the safety/health of products. But in Latin America? Consumers expect companies to provide fair wages.

The latest public opinion data from Trellis data partner GlobeScan show that while people worldwide expect large companies to provide safe products and fair wages, priorities vary significantly by region, underscoring the idea that a one-size-fits-all approach to corporate responsibility doesn’t work. 

Environmental protection is a top expectation in most regions, except in North America where labor issues take precedence. Consumers expect companies to provide fair wages and good jobs and treat employees and job applicants fairly regardless of gender, race, religion or sexual orientation. In the Asia-Pacific region, product transparency is a key concern, likely shaped by past product safety issues. Meanwhile, in Africa and the Middle East, people place greater importance on companies contributing positively to society with a clear vision for making the world better and not harming the environment.

What this means

Companies can no longer rely on a blanket approach to sustainability – what works in one region may not resonate in another. As expectations, needs and priorities vary worldwide, businesses must tailor their strategies and programs at the regional level to remain relevant and effective.

In a subsequent forthcoming report, GlobeScan will further explore these regional dynamics and draw on insights from chief sustainability officers across five regions.

Based on a survey of 30,216 people for GlobeScan’s Localized Sustainability report conducted July-August 2024.