The commitment to sustainability is gaining ground in Latin America. According to Worldpanel's Sustain to Gain Latam 2024 report, the number of people taking action to protect the planet is increasing year after year in all countries within the region. That consumer segment prioritises the reduction of their environmental footprint by buying brands and categories that avoid plastic packaging and use local and natural ingredients, for instance.
The rise of environmental concerns
In 2024, climate change became the top environmental concern in Latin America, with 3% more people citing this than the previous year. This change reflects a greater awareness among consumers of the need to act in the face of ecological challenges, following various natural phenomena that occurred in the region in 2024.
The role of plastic has also increased in relevance, with one in three people declaring that they are annoyed by the amount of plastic they take home when shopping.
Sustainability segmentation
In the report, we identify three main segments among consumers:
- Eco-Actives: Highly committed to sustainability, they take consistent actions to reduce their environmental impact and prefer brands that use recyclable packaging or natural ingredients.
- Eco-Considerers: Although concerned about the environment, they face barriers to adopting sustainable habits, such as price and convenience.
- Eco-Dismissers: They have little or no interest in environmental issues and do not believe that their individual actions make a difference.
The number of Eco-Actives in Latam grew 10% between 2023 and 2024, to make up 28% of the population, while 39% of the population are Eco-Dismissers, a drop from 45% in the previous year.
Brands and retailers must play their part
The study reveals that most people lack support from retailers to achieve a sustainable lifestyle when shopping, with only consumers in Mexico bucking the trend by highlighting that retailers are helping them. This responsibility is becoming increasingly important, as consumers are more motivated to reduce plastic waste, as evidenced by a 3% year-on-year increase in the use of reusable bags in stores.
According to 36% of Latam consumers, brands have a greater responsibility for controlling environmental damage than retailers, consumers themselves, and even the government. In countries such as Brazil, Colombia and Mexico consumers consider this responsibility to be even higher.
Growth opportunities
The rise of Eco-Actives in the region presents a significant opportunity for brands. This segment – which represents close to a third of households, and is worth $17 billion in Latin America – is actively seeking brands that reflect its values.
Adapting to consumers' expectations of environmental care not only drives growth, but also strengthens the relationship with those who value transparency and socio-environmental commitment.
Keeping up to date with how shoppers’ sustainability values are evolving is essential. An ageing population and the increase in the number of small households are shaping new consumption habits, as households of one to two people are outpacing other demographic groups in the adoption of green practices. This reinforces the need for strategies that consider both demographic factors and conscious preferences.
Backed by data from 10 Latin American markets and around 15,000 respondents, the Sustain to Gain report enables manufacturers to better understand their consumers and transform their brand strategy. For more information, contact our experts or explore more details in the full report.