Singapore – Around 87% of Singaporeans said brands need to take responsibility to help safeguard the future of the planet, a study by Human8 and Space Doctors revealed.
According to the study, a huge number of Singaporeans believe that now is the right time to push for sustainability, with 82% already feeling worried about the state of the planet for future generations and 80% saying that drastic measures are now needed to change our lifestyles.
However, jumping in on making more sustainable choices is not that easy. While 19% of consumers in Singapore can confidently say that they are living a sustainable lifestyle, some would need time to fully adapt to this lifestyle.
The study emphasised price (48%), availability (46%), and education (39%) of or on sustainable options as some factors that need to be considered to help consumers adopt a more sustainable lifestyle.
However, it is important to note that what 8 in 10 Singaporean respondents want is to actually move beyond sustainability and into working to reverse the damage done to the planet.
This means that consumers are now extending their concern beyond environmental considerations to a broader scope of regeneration that covers the entire planet, including people and communities.
And with calls for more regenerative sustainability, a huge number of consumers are also looking for brands that show inspiration and vision to move people towards positive change, as 78% of them think that making the world a better place is something that can’t be done alone.
Based on the study’s results, 87% of consumers want brands to provide more information about their sustainability efforts, with 54% saying that brands that don’t communicate about sustainability aren’t actually sustainable.
Meanwhile, 51% of respondents state that fighting dominant norms and labels used in society is draining and ineffective, making it better to create your own way of doing things.
Maz Amirahmadi, managing director for APAC at Human8, said, “The key takeaway is that the majority of consumers no longer believe the status quo mindset when it comes to the state of our environment and our communities is sufficient. With regenerative sustainability, brands are challenged to foster a more harmonious relationship between commerce and caring for our people and planet. A healthy environment and social equity are interconnected components of a truly sustainable and regenerative future.”
He added, “We need to fundamentally change how we do things if we want to safeguard the wellbeing of present and future generations. Our What Matters 2024 report outlines actions that brands and stakeholders operating in the region can and must take to respond to what matters to people. While we expect challenges to continue on multiple fronts in Singapore in 2024, the study reveals insights into the consumer reality that offer inspiration and opportunities for brands and stakeholders alike.”
Maya Madhusoodan, managing director at Space Doctors APAC, also shared, “As a certified B-Corporation, the movement for regeneration is part of Space Doctors DNA. With this in mind, we started our 2024 Do What Matters journey by developing a cultural framework of positive transformation, a model which revealed the four main dimensions of positive change that all brands should be aware of. These dimensions provide the context for a further eight cultural codes of transformation—meaningful and actionable paths to adopting a regenerative mindset and identifying powerful, systemic solutions.”
