As Earth Day is observed around the world today, research on sustainability reveals a considerable increase in consumer passion for the environment.
According to the report initiated by MasterCard, 92% of adults said they are willing to take personal action to combat environmental and sustainability issues compared to 85% globally.
The vast majority (94 percent) of respondents in Kenya also said they have paid even more attention to their impact on the environment since Covid-19.
According to the report, social media is apparently causing an increase in eco-conscious consumers, with 46 percent of respondents viewing information on climate change through social networking channels.
This marks a growing trend towards conscious spending and consumption among people who want to transform their efforts and purchases into meaningful action for the planet.
The survey indicated that 84 per cent of Kenyan respondents think it is now more important for businesses and brands to do more for the environment.
More than half (52 percent) of Kenyans plan to give more value to brands that act responsibly, transparently and honestly.
The majority (55%) also said they plan to learn more about the environment in 2021.
Buying less impulsively more consciously shopping is one of the main changes Kenyan respondents will make as a result of Covid-19.
While consumers around the world are calling on companies and brands to behave in more sustainable and environmentally friendly ways, respondents in Kenya highlighted the three main issues they want companies and brands to focus on, in addition to tackling the pandemic.
They want brands to focus on the health and well-being of their employees (48%), offer more sustainable and sustainable products (40%) and give back to the community (35%).
Chief Digital Officer Jorn Lambert said approxcompanies, consumers and communities need to work together to make the meaningful changes needed to effectively address climate change.
“By putting sustainability into our company’s own fabric – from paid solar products to tools that help inform consumers – we can unlock the power of our network, reaching billions of consumers and partners, to create positive change for the environment.” .
Eight out of 10 adults surveyed in Kenya believe that reducing their carbon footprint is more important now than pre-pandemic.
Globally nearly three in five people (58%) are more aware of how their actions can impact the environment than ever before, with Gen-Z and Millennials (65%) leading this change.
The trend towards more conscious consumption has grown over the last decade.
However, changes in attitudes and actions increased rapidly as a direct result of Covid-19.