Detailed Findings:
Growing Interest in Sustainability: The study highlights a significant increase in interest in sustainability, with 58% of Romanians considering it important in 2024, up from 36% in 2023. This surge may be attributed to the implementation of the Deposit Return System (SGR).
Collective Effort Needed: Addressing sustainability issues requires collective effort, including individual behavioral changes (74%), adjustments in government policies (73%), and increased green energy production (72%).
Role of Innovation: 65% of Romanians believe that technological innovations will provide significant solutions to current sustainability problems. 1
Perceived Industry Involvement: The food and beverage industry (20%) and retail (15%) are perceived as the most involved sectors in sustainable practices.
Decline in Sustainability Industry Perception: The sustainable industry (recycling, waste collection, etc.) saw a significant drop in perceived involvement, from 17% in 2023 to 6% in 2024.
Main Information Sources: Television (61%) and social media (43%) remain the primary sources of information on sustainability.
Self-Perceived Knowledge: 42% of Romanians consider themselves well-informed about sustainability, a 10% increase from the previous year. Mature singles (50%) and men (46% vs. 38% for women) consider themselves more informed.
Decline in Traditional Media: In 2024, there's a slight decrease in the use of traditional information sources, with television dropping from 66% in 2023 to 61% and radio from 22% in 2023 to 17%.
Sustainable Consumption: 36% of Romanians say they try to consume as sustainably as possible, an increase from 28% last year.
Purchasing Behavior: Affordable price (83%) remains the most important factor when choosing a product.
Label Reading: There's an increase in the percentage of those who read product labels and refuse to buy if the product doesn't promote sustainable consumption (30% in 2024 vs. 25% in 2023).
Company Actions: In 2024, Romanians believe that encouraging waste collection and recycling (12%), lower prices (10%), and promoting sustainability through education (9%) are company actions that would encourage more responsible and sustainable consumption.
Decreased Impact of Company Actions: Compared to previous years, company actions have a smaller impact in 2024 on determining consumers to adopt responsible and sustainable behavior. The only factor that increased compared to 2023 is lower prices (+6%).
Urgent Sustainability Issues: The most urgent sustainability issues to be addressed are deforestation (56%), recycling (52%), and doubling forested areas (46%).
Actions Not Considered Necessary: Eliminating animal products from consumption (52%) and phasing out fossil fuel cars (27%) are considered less necessary actions.
Key Takeaway: Interest in sustainability is significantly growing among Romanians, who believe that addressing the issue requires collective effort. While affordable prices remain a key factor in purchasing decisions, there's an increasing awareness of the importance of sustainable practices, although the perceived impact of company actions in promoting these practices is declining.
Trend: Increased Awareness and Importance of Sustainability in Consumption
What is Consumer Motivation: To make informed purchasing decisions, contribute to a more sustainable future, and save money.
What is Driving the Trend: Increased media coverage of sustainability issues, the implementation of the Deposit Return System (SGR), growing environmental concerns, and a desire to make more responsible choices.
Motivation Beyond the Trend: A desire for a healthier planet, a sense of responsibility towards future generations, and a belief that individual actions can make a difference.
Who are the People the Article is Referring to: Romanian consumers, aged 18 and above, from both urban and rural areas, who are internet users.
Description of Consumers:
Age: 18+, with a particular focus on differences between age groups and marital status (e.g., mature singles consider themselves more informed about sustainability).
Location: Urban and large rural areas.
Behavior: Increasingly interested in sustainability, with a growing number trying to consume sustainably.
Values: Environmentally conscious, price-sensitive, and informed about product sustainability.
Product or Service the Article is Referring to and their Age:
Sustainable Products and Services: Products and services across various industries that are perceived as environmentally friendly and socially responsible.
Reveal Marketing Research Services: Market research and sociological studies.
Target Age: Adults 18+, consumers who are interested in sustainability and making informed purchasing decisions.
Conclusions:
Sustainability is becoming an increasingly important factor for Romanian consumers.
Collective effort from individuals, governments, and companies is needed to address sustainability challenges.
Affordable prices remain a key driver of purchasing decisions.
There is a need for more effective communication and education about sustainability.
Implications for Brands:
Opportunity to Promote Sustainable Practices: Brands can capitalize on the growing interest in sustainability by adopting and promoting environmentally and socially responsible practices.
Importance of Affordable Prices: Brands need to offer sustainable products and services at competitive prices to appeal to a wider range of consumers.
Transparency and Communication: Clearly communicate sustainability efforts and product information to consumers.
Engage in Education: Contribute to educating consumers about sustainability issues and responsible consumption.
Implication for Society: Increased adoption of sustainable practices, greater demand for environmentally friendly products and services, and a potential shift towards a more circular economy.
Implications for Consumers: More choices for sustainable products and services, increased awareness of the environmental impact of consumption, and a greater sense of responsibility for making sustainable choices.
Implication for Future: Continued growth in the importance of sustainability in consumption, increased demand for transparency and accountability from companies, and a potential for significant progress towards a more sustainable future.
Consumer Trend: Sustainable Consumption Growth
Consumer Sub-Trend: Price-Sensitive Sustainable Choices
Big Social Trend: Environmental Responsibility
Local Trend: Romanian Sustainability Awakening
Worldwide Social Trend: Global Sustainability Movement
Name of the Big Trend implied by article: The Rise of the Conscious Consumer
Name of Big Social Trend implied by article: The Sustainability Revolution
Social Drive: Desire for a sustainable future and responsible consumption.
Learnings for Companies to Use in 2025:
Sustainability is a major concern for Romanian consumers.
Affordable prices are crucial for the adoption of sustainable products.
Consumers expect companies to be more involved in promoting sustainability.
Transparency and communication about sustainability efforts are essential.
Strategy Recommendations for Companies to Follow in 2025:
Integrate Sustainability into Business Practices: Adopt environmentally and socially responsible practices throughout the value chain.
Develop Affordable Sustainable Products: Offer a range of sustainable products and services at competitive prices.
Communicate Sustainability Efforts Transparently: Clearly communicate sustainability initiatives and product information to consumers through labeling, marketing campaigns, and other channels.
Educate and Engage Consumers: Provide information and resources to help consumers make informed decisions about sustainable consumption, partnering with organizations on educational campaigns.
Support Recycling and Waste Reduction: Implement programs to encourage recycling and reduce waste, such as supporting the Deposit Return System (SGR).
Final Sentence (Key Concept): The growing importance of sustainability in Romanian consumer behavior, driven by a desire for real change and affordable prices, signals a shift towards more conscious and responsible consumption patterns.
What Brands & Companies Should Do in 2025:
Brands and companies should embrace the rise of the conscious consumer in 2025 by integrating sustainability into their core business practices, offering affordable sustainable products and services, and communicating their efforts transparently to meet the growing demand for responsible consumption. They should do this by:
Adopting sustainable practices throughout their operations, from sourcing to production to distribution.
Developing and marketing sustainable products that are both affordable and appealing to consumers.
Clearly labeling products with relevant sustainability information and certifications.
Launching marketing campaigns that highlight their commitment to sustainability and educate consumers about the benefits of sustainable choices.
Partnering with organizations and initiatives that promote sustainability and responsible consumption.
Final Note:
By implementing these strategies, brands can successfully take advantage of the Sustainable Consumption Growth and Price-Sensitive Sustainable Choices trends. They can market to consumers who are looking for products and services that align with their values and contribute to a more sustainable future and are interested in making a positive impact through their purchasing decisions. They can be a part of the Romanian Sustainability Awakening and contribute to The Sustainability Revolution.
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