• An overwhelming 94 per cent of adults in Kenya are more mindful of their impact on the environment since Covid-19.
• Eight in 10 adults surveyed in Kenya feel reducing their carbon footprint is more important now than pre-pandemic.
As Earth Day is observed around the world today, research on sustainability reveals a marked increase in consumer passion for the environment.
According to the report initiated by MasterCard, 92 per cent of adults stated they’re willing to take personal action to combat environmental and sustainability issues as compared to 85 per cent globally.
The vast majority (94 per cent) of respondents in Kenya also said they are even more mindful of their impact on the environment since Covid-19.
According to the report, Social media appears to be driving an increase of environmentally conscious consumers, with 46 per cent respondents seeing information about climate change across social media channels.
This signals a growing trend toward eco-conscious spending and consumption among people who want to turn their efforts and purchases into meaningful action for the planet.
The survey indicated 84 per cent of Kenyan respondents think it’s now more important for businesses and brands to do more for the environment.
Over half (52 per cent) of Kenyans are planning to give more value to brands that act in a responsible, transparent and honest way.
The majority (55 per cent) also said they are planning to learn more about the environment in 2021.
Buying less impulsively by being more aware of purchases is one of the top changes Kenyan respondents will make as a result of Covid-19.
As consumers across the globe call on companies and brands to behave in more sustainable and eco-friendly ways, respondents in Kenya highlighted the top three issues they want companies and brands to focus on, besides dealing with the pandemic.
They want brands to focus on the health and wellbeing of their employees (48 per cent), offer more sustainable and durable products (40 per cent), and give back to the community (35 per cent).
Chief Digital Officer Jorn Lambert said companies, consumers and communities must work together to make the significant changes needed to effectively address climate change.
"By embedding sustainability into the very fabric of our business – from pay-on-demand solar energy products to tools that help inform consumer spending – we can unlock the power of our network, reaching billions of consumers and partners, to create positive change for the environment,” he said.
Eight in 10 adults surveyed in Kenya feel reducing their carbon footprint is more important now than pre-pandemic.
Globally, almost three in five people (58 per cent) have become more conscious about how their actions can impact the environment than ever before, with Gen-Z and Millennials (65 per cent) leading this shift.
The trend toward more conscious consumption has grown over the last decade.
However, changes in attitudes and actions have increased at a rapid rate as a direct result of Covid-19.