Global and Regional Mega-Trends: Understanding Consumer Attitudes and Behaviors in Ethics

Global and Regional Mega-Trends: Understanding Consumer Attitudes and Behaviors in Ethics


“Global and Regional Mega-Trends: Understanding Consumer Attitudes and Behaviors in Ethics’ examines how consumer attitudes towards ethical practices are evolving whilst at the same they are showing increasingly contradictory attitudes when it comes to the subjective of corporate and social responsibility. The report examines the importance of linking ethical products with luxury, health and value in order to make products more appealing.

Key Findings

In order to appeal to the masses, brands and products positioned around ethicality have to offer some form of “win-win” benefit for both the consumer as well as the wider environment. This means that ethical claims need to be positioned around luxury, health or added value to appeal to the consumer

Companies and brands need to position themselves as “small” and “artisanal” if they are going to reduce the risk of any claims made about ethical practice and be deemed more trustworthy when it comes to such practices. This is because consumers tend to be more trusting of smaller brands when it comes to ethical claims

Industry players need to do more to educate consumers as to what constitutes an “ethical” product because of a lack of understanding related to certain product claims and varying levels of importance attached to these claims across different regions


This report examines how the concept of ethical and environmentally friendly behavior has evolved and is no longer something that businesses can make claims round to create competitive advantages but something that is a necessity. At the same time, whilst consumers are more demanding when it comes to organizations demonstrating ethical behavior, they are also reluctant to purchase such products for them. This report examines how to make ethical groceries more appealing to the masses.

Get access to:

Exclusive analysis of a 48 country attitudes and behavior survey, presented to ensure that the content is applied and relevant to stake-holders across the supply-chain.

Analysis of key attitude and behaviors influencing consumption patterns and recommendations of how best to target such consumption occasions.

Regional comparisons granting unique insight into varying regional and country attitudes to levels of ethics

Detailed matrixes exploring key recommendations for manufactures from a product, targeting and retail perspective; broken down by Food, Soft Drinks, Alcoholic Drinks, and Cosmetics and Toiletries.

Reasons To Buy

Develop strategies to determine how to improve perceptions of value amongst consumers by positioning ethical products in a way that highlights there are benefits for both the buyer and the wider environment

Understand which ethical and environmental issues are most important to consumers and ensure that new product development is aligned with these issues

Develop product portfolios and strategies that help increase feelings of trust amongst consumers

Key findings
Executive Summary
Key findings from across the globe
Introduction to Canadean’s Mega-Trend framework
Introduction to Attitudes and Behaviors series
Country report coverage
Overview of seven key sub-trends
What consumers are concerned about and how this reflects in their consumption behavior
Consumers views on ethical responsibility
How consumers’ outlook in life impacts their everyday choices
Key recommendations for manufacturers
How consumers link brands’ size to ethicality
Consumers perception of big brands’ attitude
Consumers’ attitude towards trusting big brands
What brands consumers are the most likely to look for ethical products amongst
Key recommendations for manufacturers
Ethical products need to produce win-win solutions for consumers
Consumers want to benefit from products’ ethicality
How ethical products align with consumers’ approach to health
Consumers perception of ethical products’
Consumers attitude towards ethical personal care products
Key recommendations for manufacturers
What attributes consumers associate ethical products with
Manufacturers should explain how ethical credentials benefit consumers
Ethical attributes that enhance premium perception of the product
Key recommendations for manufacturers
Ethical attributes consumers expect better value from
How ethical credential associated with impact on taste in non-alcoholic beverages
How ethical credential associated with impact on taste in alcoholic beverages
Attitude towards value of ethical personal care
Key recommendations for manufacturers
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