Findings:
Importance of Sustainability in Voting: 76% of Romanians consider sustainability an essential factor in their voting decisions for the 2024 European Parliament elections.
Responsibility for Sustainability: 52% of Romanians believe that every citizen should take responsibility for sustainability, while only 34% think it is the government's responsibility, and 4% see it as the responsibility of companies.
Support for Sanctions and Incentives: 89% of Romanians support stronger sanctions for companies that do not operate sustainably, and 90% support incentives for those that do.
Economic Concerns: 79% of Romanians doubt sustainability measures in times of economic downturn.
Perception of Prosperity and Industrial Impact: 62% of Romanians agree that current sustainability demands could threaten prosperity, and 66% believe that combating climate change might lead to deindustrialization.
Key Takeaway:
Romanians are highly committed to sustainability, significantly influencing their political and consumer choices. They place strong individual responsibility on citizens for sustainable practices and support both punitive and incentive-based measures for companies. However, there is notable skepticism regarding the economic implications of sustainability efforts.
Trend:
There is a growing trend among Romanians towards prioritizing sustainability in their daily lives and political decisions. This trend is accompanied by a critical view of the effectiveness of corporate and governmental actions in combating climate change and environmental degradation.
Conclusions:
The high value placed on sustainability by Romanians suggests a societal shift towards more eco-conscious behavior and decision-making. Despite their skepticism about economic impacts, Romanians are willing to support measures that encourage sustainable practices at both individual and corporate levels.
Implications for Brands:
Corporate Responsibility: Brands operating in Romania should prioritize sustainability in their business practices to align with consumer expectations. Transparent and genuine sustainable initiatives will likely be rewarded by consumer loyalty.
Communication: Companies should communicate their sustainability efforts clearly and authentically to build trust with skeptical consumers.
Product Offerings: There is an opportunity for brands to develop and promote products that meet high sustainability standards, as consumers are increasingly making purchase decisions based on the sustainability of products and services.
Policy Advocacy: Brands might also consider advocating for policies that support sustainable practices, aligning their public stance with the values of their consumer base.
By aligning with the strong sustainability values of Romanian consumers, brands can not only meet consumer demand but also contribute positively to the broader goal of environmental sustainability.
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