Re-casting the sustainable consumer for 2023 and beyond

Michael Horn

Michael Horn, TBWA\Worldwide’s Global Head of Data Product, shares research into the nature of the sustainable consumer in 2023.

Let’s deconstruct the sustainable performance qualities which, if better understood in the boardroom, will help brands succeed. We’ll reference a subset of 39 unique cultural territories, “Edges”, identified by TBWA’s Backslash cultural intelligence unit. These Edges are then scored in online interviews with 7,700 adults, fielded in partnership with GWI, in 18 countries. For each sustainable “Edge”, we’ll consider the Strength (current adoption), Speed (change in influence from a year ago) and Spend(willingness to change purchase behavior) that make up their “Disruption Index”. Using this approach we can get behind the scenes on the...

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