[Webinar] ‘Who Cares? Who Does?’ Sustainability

Sustainability is a powerful influence for European shoppers, yet it is rarely simple. Our Who Cares? Who Does? Sustainability study, now in its seventh year, connects eco-conscious attitudes with real purchase behaviors across markets.

Date: 9th October 2025
Time: 1 pm CET

Half of Europeans see climate change as the most critical threat to humanity. The commitment is elastic, changing under pressure. Over the past seven years, the size of the eco-active segment has risen and fallen, revealing just how strongly price, convenience, and habit can limit what people are able to do. Inflation, instability, and rising costs further reshape what’s possible. Only one in ten shoppers will consistently pay an eco-premium, even when they accept other trade-offs.

This is the world shoppers navigate today: concerns, needs, and behaviors in constant flux, deeply interconnected.

Join our webinar to uncover how sustainability truly influences choices, what values remain, and what this means for brands across Europe.

Host: Lenneke Schils, YouGov, Global Insights Director
Speaker:

Shopper Perspectives

Our new webinar series Shopper Perspectives explores FMCG shopper trends, needs, and winning brand strategies, based on our brand-new Trend Reality report. Discover the 2025 edition of Who Cares? Who Does? exploring how today’s shoppers are driven by health and sustainability.