Growth of "Eco Actives" across each of the 10 countries studied

The disruption and uncertainty of the pandemic has made people think hard about what really matters to them, and the need to take responsibility and action as individuals. Rather than being side-lined by the issues of lockdown and social distancing, environmental awareness and activity is appearing across a broader audience than ever.

GfK Sustainability and Concern Report 2020 #WhoCaresWhoDoes

Eco Actives (shoppers who feel responsible and are making significant steps to reduce their plastic waste and know which companies have a genuine environmental concern) now form a significant proportion across all ten countries we studied – ranging from 38% in Germany to 18% in Czech.

For some of these countries, Eco Actives have shown double-digit growth in numbers since last year. And 30% of European households now actively avoid buying products that are wrapped in plastic if there is an alternative.