According to the study Sustainability Sector Index (SSI), from Kantar, 87% of Brazilians want to make more sustainable choices, but only 35% of them are actively changing their behavior.
Among the interviewees for the survey, 35% believe that sustainable habits are very expensive, so they do not adopt this lifestyle. Another 33% think there is not enough information on the topic and, thirdly, 20% think it is impossible to know exactly the environmental or social impact these actions really have.
The study is based on interviews with about 23,000 consumers in 22 markets. In Brazil, a thousand interviews were conducted from November 2024 to January 2025.
Comparing national results with global data, the survey shows that 85% of people want to make more sustainable decisions, but only 29% are actively changing these behaviors.
In Latin America, the survey asked the same questions just for Mexico, where 94% of respondents answered that they want to make more sustainable decisions, but only 35% really do so.
“So we may notice that this is not just a thing from Brazil or specific to certain cultures, it is a challenge that people around the world are going through,” Rafael Farias Teixeira, Marketing Executive at Kantar Brazil, told Rafael Farias Teixeira, CNN .
Marks and sustainability
The study also asked the thousand respondents about the sustainable and social actions used by the brands. The survey reveals that 58% of Brazilians reported having seen or listened to false or misleading information about the sustainable actions of the brands. This is an increase of eight percentage points compared to the latest edition of the study.
On the other hand, 55% of respondents say they have experienced or used brands that have a more positive environmental or social impact, or are open to the idea. And 50% of people say they bought less or stopped buying certain products/services due to their negative environmental or social impact.
This content was originally published in research: 87% want to be more sustainable, but only 35% change behaviors on CNN Brazil.
Source: CNN Brasil
I’m James Harper, a highly experienced and accomplished news writer for World Stock Market. I have been writing in the Politics section of the website for over five years, providing readers with up-to-date and insightful information about current events in politics. My work is widely read and respected by many industry professionals as well as laymen.
