Despite ongoing political challenges, consumer commitment to sustainability remains strong

As 2025 draws to a close, the global discussion around sustainability continues to evolve, particularly across Europe and the United States, where political debate around green energy and inclusive initiatives has grown louder. However, Worldpanel by Numerator’s latest Who Cares? Who Does? report reveals that, while opinions may differ in some markets, a large number of consumers across the world remain engaged and committed to making environmentally conscious choices in their everyday lives.

The share of Eco-Actives, those consumers who are most committed to living sustainably, has stayed fairly steady, dropping just slightly from 24% to 23%. This resilient group now represents around $613 billion in global FMCG value, offering a significant growth opportunity for brands. Meanwhile, Eco-Considerers, who care about the environment but take fewer actions, remain at 40%, and Eco-Dismissers, who show little or no interest in sustainability, have risen slightly to 38%.

Across regions, Asia Pacific experiences a decline 17% of Eco-Actives, with Indonesia showing  a twofold increase at 11% which may reflect recent shifts in the political conversation around green policies.

Climate change remains a key concern

When asked about the environmental and societal challenges, number one concern for global is water pollution and water climate change, each at 46%. Meanwhile according to Indonesians, the most concerning is plastic waste at 67%. Most common actions that Indonesians take to address the plastic waste is by using refillable drinking bottles (62%, on par with global), and opting for refill pack (56%, +2pts versus global).

What prevents the consumer from acting

Price remains a significant barrier - only 19% claim to be open to paying more for purchasing product that they trust was better for the environment. They rather opt for simpler packaging (52%) or bring their own packaging (49%).

According to Natalie Babbage, Global Product Director for PanelVoice at Worldpanel by Numerator: “Many are happy to bring their own packaging, choose simpler designs or pay a small deposit for refillable containers, but far fewer are prepared to pay a premium. This shows that brands need to balance cost, performance and environmental responsibility if they want to win over more shoppers.”

Packaging continues to serve as a strong signal of sustainability, as consumers recognise that materials such as aluminium and glass are fully recyclable without even reading the label. The impact work being carried out to improve supply chains is less widely understood and therefore less front of mind. Brands need to find ways to weave this into their broader brand narrative.

Inspiration from the global, some companies are already showing what is possible. UK personal care brand Wild has turned refillable deodorants into a mainstream choice by combining sustainability with strong design and effective performance. The brand has diverted 80 tonnes of single-use packaging from landfill and achieved 62% year-on-year growth, six times faster than the category, proving that environmental responsibility and commercial success can go hand in hand.

Brands that make eco-friendly products affordable, practical and trustworthy will not only help tackle one of the biggest challenges we face but also build stronger relationships with their customers.