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报告摘要

Global waste is projected to reach 3.4 billion tonnes by 2050, with emerging markets experiencing rapid growth.
Consumers recognize waste as harmful to people, planet, and economy, supporting action to reduce it (e.g., 64% in India think food waste could feed people in need).

Consumers expect brands to prioritize waste reduction, sustainable behaviors, and materials (e.g., minimal packaging, reusable/refillable products).
Brands face pressure to address negative associations or risk losing relevance, with 24 of 38 business sectors in Kantar’s Sustainability Sector Index linked to waste issues.
Key actions consumers want include promoting circular economy principles, reducing disposable lifestyles, and improving recycling.

Huge potential for brands in sustainable products, estimated at $991 billion for eco-friendly packaged FMCG alone.
Examples include Regenize (cash rewards for recycling), CauliBoxes (reusable packaging), and IKEA (upcycling furniture).
Partnerships, such as with startups for refill systems (e.g., Nestlé and Qyos), amplify innovation and behavior change.

Focus on making sustainable choices easy, meaningful, and rewarding to close the value-action gap (e.g., remove barriers like cost or complexity, incentivize change).
Tailor approaches to different consumer segments (Actives, Considerers, Believers, Dismissers) and cultural contexts, as seen in Burger King’s removal of cutlery in Austria.
Design holistically by addressing root causes of waste through closed-loop systems, reusable models, and collaborative efforts.

Designing for success: Aim for net positive impacts; incremental packaging is a start but not sufficient.
Taking everyone on the journey: Design for mass adoption by engaging diverse groups and addressing waste using everyday behaviors.
Making it easy, meaningful, and rewarding: Embrace behavior change principles across the value chain.
Context is king: Customize interventions to local and cultural realities to maximize impact.
Seeking holistic solutions: Transformative change requires partnerships and addressing fundamental issues, not just symptoms.

Kantar’s Sustainable Transformation Practice assists brands with strategic framing, innovation, measurement, and activation to drive waste reduction efforts globally.

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