9 in 10 adults in Middle East willing to take personal action on sustainability issues: new Mastercard study
- Study of 24 countries shows the pandemic is prompting billions1 to consider more sustainable behaviors
- 80% of adults in the Middle East are more mindful of their impact on the environment since COVID-19, far higher than global average of 3 in 5 adults
- Almost three quarters of adults (72%) in the region admit companies behaving in more sustainable and eco-friendly ways is more important than before the pandemic
KARACHI, APR 24: As Earth Day is
observed around the world today, new research on sustainability, commissioned
by Mastercard, reveals a marked increase in consumer passion for the
environment, as personal attitudes toward the environment evolve as a result of
COVID-19.
In the Middle East region, 9 in
10 people, stated that they’re willing to take personal action to combat
environmental and sustainability issues. This compares to 8 in 10 globally.
Over 80% of adults in the Middle East also said they are even more mindful of
their impact on the environment since COVID-19.
Social media seems to be driving
an increase of environmentally conscious consumers, especially among Gen-Z,
with 43% globally seeing social media posts from influential people showcasing
climate change or environmental issues since the beginning of the pandemic.
Additionally, almost a quarter (24%) of the global respondents say social media
has made them more aware of their environmental and sustainable choices.
This signals a growing trend
toward eco-conscious spending and consumption among people who want to turn
their efforts and purchases into meaningful action for the planet.
Eco-actions essential for forward-thinking brands and businesses
Over 72% of adults in the Middle
East think it’s now more important for businesses and brands to do more for the
environment, and over 25% said they are going to stop using or buying from
brands that do not have a plan to help the environment or behave sustainably.
Nearly 15% admitted that for the first time, they have boycotted companies that
have not adopted sustainable values.
Buying less impulsively by being
more aware of purchases is the top change regional respondents will make as a
result from COVID-19.
Specifically, respondents in the
Middle East region highlighted the top three issues they want companies and
brands to focus on, besides dealing with the pandemic. They want brands to
focus on the health and wellbeing of their employees, reduce air and water
pollution, and offer more sustainable and durable products.
“Companies, consumers and
communities must work together to make the significant changes needed to
effectively address climate change," said Jorn Lambert, Chief Digital
Officer, Mastercard. "By embedding sustainability into the very fabric of
our business – from pay-on-demand solar energy products to tools that help
inform consumer spending – we can unlock the power of our network, reaching
billions of consumers and partners, to create positive change for the
environment.”
Eco-conscious consumers more aware of their actions
Among adults surveyed in the
Middle East, 7 in 10 see reducing their carbon footprint more important now
than pre-pandemic. Globally, 58% of respondents have become more conscious
about how their actions can impact the environment than ever before, with Gen-Z
and Millennials (65%) leading this shift.
The trend toward more conscious
consumption has grown over the last decade. However, changes in attitudes and
actions have increased at a rapid rate as a direct result of COVID-19.
Mastercard is equipping its global network to be a positive force for
the environment
Last year, Mastercard formed the
Priceless Planet Coalition which unites the efforts of consumers, financial
institutions, merchants and cities to fight climate change. The coalition
continues to expand and now includes more than 50 members. Collectively, the
coalition has committed to the restoration of 100 million trees. Planning is
already underway for the restoration of 1.2 million trees in Kenya’s Makuli
Nzaui landscape.
Mastercard continues to support partners, customers and consumers by offering environmentally focused products and services, such as cards made from sustainable materials to reduce plastic waste. The company has also pledged to reach net zero emissions by 2050, building on existing commitments to reduce greenhouse gas emissions aligned with 1.5-degrees Celsius. Mastercard has also issued a $600 million sustainability bond and recently announced changes to its executive compensation model to help accelerate progress around three global ESG goals: carbon neutrality, financial inclusion and gender pay parity. This is all in support of the company’s goal of building a more sustainable and inclusive digital economy.
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