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Sustainability adopters fall into two key segments

The survey highlights the need to move beyond one-size-fits-all messaging when addressing and promoting sustainable living. Read More

(Updated on January 19, 2025)
This graph shows the key segments of consumers by attitudes on sustainability.
Source: Alana Duval/GlobeScan

The latest Healthy and Sustainable Living research from Trellis data partner GlobeScan has revealed that, generally speaking, consumers who wish to adopt a more sustainable lifestyle can be segmented into two groups based on their global sustainability attitudes.

  • Enthusiasts (23 percent of the global consumer population surveyed) actively seek to engage with sustainable living by choosing better, more sustainable products and practices. Motivated by the desire to positively impact the environment, they are also open to innovation in sustainability.
  • Minimalists (22 percent) focus on reducing their environmental footprint and consumption, often prioritizing cost savings. They are driven by practicality and the desire to make small, impactful changes without stretching their budgets.

Additionally, there are two groups of more inactive consumers:

  • Anxious Inactives (28 percent) are concerned about sustainability but feel overwhelmed or unsure of how to act.
  • Indifferents (27 percent) have little to no concern about sustainability, making them harder to engage.

What this means

This segmentation highlights the need to move beyond one-size-fits-all messaging when addressing and promoting sustainable living. Identifying and understanding these distinct consumer groups helps brands create highly targeted strategies that resonate with specific needs, motivations and barriers.  

For Enthusiasts, the focus should be on the excitement of innovation and the enhanced experiences offered by sustainable products and services.

For Minimalists, messaging should emphasize cost-effective solutions that allow them to reduce their environmental impact without compromising their financial goals.  

Read more about this segmentation, including how to also engage the Anxious Inactives and the Indifferents, in GlobeScan’s new report: The Road to 2025: Five Key Insights to Help Navigate the Shifting Consumer Landscape.

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