Trend

Regeneration is rising up the agenda

Sarah Tilley, Consultant at Wunderman Thompson Intelligence introduces a new report that uncovers the wave of support from both people and businesses for dramatic action around climate change.

Sarah Tilley, Wunderman Thompson Intelligence

Consultant

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Change is on the horizon. Launched on Earth Day, our new repot Regeneration Rising: The New Sustainability uncovers the wave of support from both people and businesses for dramatic action when it comes to tackling climate change and social injustice. There is a new focus on regenerative practices, which go beyond sustaining the system to restoring ecosystems and communities. Regeneration is rising up the agenda for people, companies and governments.

Driven by the events of the past year, there are growing calls for a reset, a review of the system and to build back better, to create a more resilient and equitable planet for all; 84% of respondents feel that the economy needs to be rebuilt in a way that champions inclusivity and sustainability. But tackling the massive social and environmental issues that are currently affecting the world will require a new focus on collaboration; 86% of respondents say that COVID-19 has made them realise that we all need to work together to solve world problems.

In the trend The Collaboration Imperative, businesses are taking a new look at how they can tackle global issues collaboratively. Brands like Walmart, Target and CVS Health among others bandied together to launch a competition to develop alternatives to the plastic bag. Winners announced in February 2021 included options for biodegradable bags, flexible paper bags and even subscription bag rentals. Addressing the 88% of people who believe companies need to keep a close eye on the sustainability of their suppliers as well as their own business, other brands are reinventing their supply chains and committing to only working with sustainable vendors.

In the past, sustainability has focused primarily on the environment but there has been a new awakening to the interconnected nature of people and planet.

Sarah Tilley

Inspiring EcoNudges explores how brands are guiding better, more sustainable choices. Whilst 94% of people are now trying to live more sustainably, many are finding it difficult to do so with reasons like expense, access and convenience being key barriers. Needing help, they expect brands and businesses to lead the way with 86% saying businesses need to play their part in solving big challenges, like climate change or social justice. Heroing three global brands, Microsoft, Starbucks and Ikea, the report details how each is inspiring in their focus to create a more sustainable world.  

In the past, sustainability has focused primarily on the environment but there has been a new awakening to the interconnected nature of people and planet; 80% of respondents believe that sustainability is linked to other problems we face, such as poverty, equality and social injustice. Brands need to lead here too; 82% say businesses should put people and planet before profit. Trends like Intersectional Environmentalism and Elevating Women uncover the ways that companies are impacting change within disadvantaged communities and the forces driving them.

Guest Author

Sarah Tilley, Wunderman Thompson Intelligence

Consultant,

About

Sarah Tilley is a consultant for WT Intelligence. She has worked at Wunderman Thompson for eight years, exploring the impact consumer and category trends have on major agency clients. Sarah’s focus is on quantitative research as well as writing editorial content for intelligence.wundermanthompson.com and other trade press.