THE NEW SUSTAINABILITY: RE GEN E RATION WEL COME The future of sustainability will focus on regeneration, with pioneering brands at the heart of the effort. 2018 has seen record heatwaves on planetary boundaries. Put simply, we regeneration: seeking to restore and systems, to reimagine production, four continents, wildfires in the Arctic are consuming more than we have. replenish what we have lost, to build to re-evaluate the way we do business Circle and perilous water shortages This year, Earth Overshoot Day, which economies and communities that and to reconsider how we live. in South Africa, Australia and India. marks the point at which we have used thrive, and that allow the planet to Scientists now talk of a “sixth mass more from nature than the planet can thrive too. Consumers are already operating from extinction” of wildlife, birds, insect and renew, came earlier than ever before, a sustainability mindset, even if they marine life. Living systems, they say, on August 1. This is not just a threat to For John Elkington, an authority struggle to make it a lifestyle. They are in decline. nature, but to human society too. on sustainable development who are increasing the pressure on brands coined the term triple bottom line, to make it easier for them to do so, There’s no question that human activity To borrow a phrase: time’s up. the goal of sustainability will be to calling for greater transparency and is responsible. Despite 195 countries “regenerate economies, societies pushing for more sustainable options. signing up to the Paris Agreement to Sustainability as we know it is dead. and the biosphere.” This is no small Witness this year’s grassroots plastics reduce carbon emissions in 2015, our Doing less harm is no longer enough. challenge. To tackle it, we’ll need to protests at supermarket checkouts the use of resources continues to exceed The future of sustainability lies in collaborate on a global scale to rethink world over. An aerial image of Theewaterskloof Dam taken in March 2018 when the dam was at 10.6% of its capacity. Theewaterskloof is the largest dam in the Western Cape, and one of the six main dams that supplies water to the city of Cape Town. © Joel Redman as part of the Union of Concerned Photographers project launched by WeTransfer. P. 2 SU STAIN ABILITY /səsteɪnəˈbɪlɪti/ For our research, we adopted a commonly used definition As governments struggle to keep jobs. It’s potentially a win on many (Australia, China, the United Kingdom of sustainability that centers on three interlinked pillars: the fragile Paris Agreement on track, fronts for brands, which can drive and the United States), and what businesses and brands have an efficiency and minimize exposure they mean for brands. We explore • Environmental (Planet): Living within the means opportunity to play a decisive role to risk while aligning with the values the imperatives for business and share of the planet’s natural resources in the sustainable future, putting of stakeholders from employees to advice from the more than 30 experts • Social (People): Maintaining long-term wellbeing regeneration at the heart of strategy. customers. And companies such as who shared their wisdom with us. for people and communities In the words of the late Ray Anderson, Unilever are showing that it’s possible And we diagnose the global emerging • Economic (Profit): Delivering a profit, but not former CEO of Interface, business to make a profit too. trends in the sustainability space at the expense of the other two pillars “is the only institution that is large as well as documenting the global enough, and pervasive enough, This report explores the future of innovation landscape. Sustainability is a balancing act between these three and powerful enough, to really sustainability. It’s a complex, nebulous pillars. The 1987 United Nations report “Our Common lead humankind out of this mess.” and often paradoxical concept. Even We have designed the report so Future” defined sustainable development as “development its definition seems vague and elusive. you can dip in and out as you wish, that meets the needs of the present without compromising Yet what was perhaps once seen as a For the purposes of this report, we so enjoy at your leisure. the ability of future generations to meet their own needs.” burden or a box-ticking exercise is now are using the triple pillar definition a major opportunity for innovation and of sustainability which comprises In 2015 the United Nations agreed a set of 17 even revenue. economic and social elements as Sustainable Development Goals to guide development well as the environmental aspects action through to 2030. These recognize the importance According to conservative estimates, most often associated with the of human rights, inclusivity and equality and peace a new sustainable economy centered topic (see box). to sustainability. We also recognize these elements on the United Nations’ Sustainable Marie Stafford in our research. Development Goals could be worth We examine consumer attitudes and European Director, $12 trillion and create 380 million behaviors across four global markets The Innovation Group P. 3 About This Report Introduction ABOUT this REPORT Notes on Country Differences While the majority of the statistics proportion of unconcerned citizens: to pay more for sustainable products in the report are focused on a total 20% feel that climate change is not and services, yet 90% agree that if a population from all four countries, we an important issue (across the four sustainable lifestyle could save did want to highlight some differences countries the average is 13%), and them money, they would adopt one. between each. 17% are unconcerned over single-use plastics (versus the all country average CHINA UNITED KINGDOM of 11%). Unsurprisingly, the United The Chinese know more than most The United Kingdom has experienced States is the nation most attached to that protecting the environment a wave of concern over the impact of cars, potentially due to a widespread matters, given that they experience single-use plastics on the environment lack of public transport options. Most the downsides of air pollution first since the airing of the Blue Planet II drive petrol cars and 44% do not want hand. But while concerns may be documentary series, which provoked to see them phased out. Less than high, it’s not always easy for citizens “The New Sustainability” is a macro proprietary online tool. In June 2018, We also conducted in-depth an immediate reaction on social half of Americans like the idea of to act. There are no well-established trend report that focuses on the we surveyed 2,001 adults in the interviews with over 30 experts and media. British consumers consequently a car-free city. recycling systems in place and buying future of sustainability across three United Kingdom, the United States, thought leaders from around the world, express deeper concern over plastic sustainable products costs more. pillars: environmental, economic and Australia and China. We recontacted across sectors including science and packaging, waste and single-use AUSTRALIA Among those who could be doing social. Our research comprised several a subsection of this sample in August technology, fashion, food and drink, plastics in our data: 60% of British Australians care about sustainability more to live a sustainable lifestyle, methodologies and covered the period 2018 to gain further insight. and brand strategy and marketing. consumers strongly believe that there issues, but money is a key concern. one third say they are not doing more February to September 2018. is far too much plastic packaging these Australians exhibit a greater sensitivity because it’s too much effort. However, For the purposes of clarity, within the Please note that all data was correct days, versus an average of 51%. to the cost of living and are more with frequent scares around product In addition to extensive desk research, report all statistics, unless otherwise and up to date at the time of writing likely than other nations to feel they safety, brands which claim extra we conducted a quantitative survey stated, are reported for a combined in September 2018. UNITED STATES are unable to afford a sustainable sustainability credentials are using SONAR™, J. Walter Thompson’s total population from all four countries. The United States has the highest lifestyle: 85% say they should not have regarded as higher quality. P. 4 Giant Kelp, AlgiKnit, USA Contents THE RE GEN ERATIVE BUSI NESS LOWER IM P A C T 23 LIVING RE STOR ATIVE POSITIVE 42 EXPERIENCES RE TAIL RE THINK ING M ATERIAL S SU STAIN ABLE TECH 78 59 70 N OTES 107 87 THE NEW MINDFUL CONSUMER Chris Hemsworth, Corona x Parley 100 Islands Ambassador The New Mindful Consumer By The Numbers The New Mindful Consumer THE NEW MINDFUL CONSUMER BY THE NUMBERS Sustainability is now an imperative for brands, as values-driven consumers increasingly demand options that don’t harm the planet and its people—even if they don’t always live up to their own good intentions. P. 7 Lime-E Bike, USA The New Mindful Consumer By The Numbers The New Mindful Consumer They care about the state of the planet… …and they feel responsible 89% care personally about protecting the planet 79% are increasingly conscious of their personal impact on the planet They are trying to be more sustainable… …but there is always room for improvement % % 92 claim to be trying to live more sustainably 54 think they could probably do more They accept their duty of care for the next