Toward a More Sustainable World: Five Shifts in Consumer Awareness Brought About by the Pandemic

The pandemic has brought about various changes not only in terms of infectious disease but also in consumers' overall awareness of society.

Among these, awareness of "sustainability" (the sustainability of the Earth and society) appears to have heightened significantly—a shift not as pronounced before the pandemic. This heightened awareness is also influencing the societal vision people envision for the post-pandemic era.

In October 2020, Dentsu Inc. surveyed consumers living under COVID-19 about their awareness of "sustainability" and the "purpose" (aspirations and social significance) of companies/brands. This series will explore trends in consumer awareness based on the survey results and consider hints for corporate activities in the post-COVID era.

Part 1 introduces "Five Shifts" in consumer social awareness discernible from the survey results.

Shift 1: Accelerated Personalization of Environmental and Social Issues

The pandemic likely served as a catalyst for consumers to feel the connection between society and their own lives. The survey results suggest that the perceived distance between individuals and society has narrowed more than ever before.

Shift 2: Gaining a Tangible Understanding of "Sustainability"

The somewhat abstract concept of "sustainability" has also been vividly experienced during the pandemic, likely serving as a catalyst for a deeper, more intuitive understanding of its meaning.

Shift 3: Growing Recognition That Environmental and Social Issues Are "Global Challenges"

The pandemic made visible that global environmental and social issues are shared challenges for the entire world, and that international cooperation is essential for their resolution. This experience may broaden people's horizons going forward, extending to global environmental issues like decarbonization and reducing plastic use, as well as global human rights issues.

Shift 4: Awareness of Diverse Environmental and Social Issues

The pandemic forced people to witness societal distortions they had previously overlooked. It also likely brought awareness that social issues are interconnected and that anyone could become directly affected at any time. Public sensitivity and awareness toward societal challenges are expected to increase going forward.

Shift 5: Emphasis on "Co-creation" – Joining Forces Toward a Common Purpose

The pandemic provided consumers with an unprecedented experience of "pooling efforts toward a common societal goal." Witnessing people worldwide, not just in Japan, unite in responding to the pandemic also offered a chance to truly grasp the importance of such collaboration.

This could be described as a form of "co-creation" experience. Building on this experiential knowledge, more consumers may proactively engage with other environmental and social issues going forward. Japan may see a wave of active social participation similar to that observed in Western societies.

Build Back Better! "Not returning to pre-pandemic times, but using this as an opportunity to create a better world"

A full 80% (81.9%) of respondents believe that "when recovering from the COVID-19 crisis, we shouldn't just return to how things were before, but use this as an opportunity to build a better society" (representing the new "better society" oriented segment). This reveals that not only governments and corporations, but Japanese consumers themselves share a mindset closely aligned with the "Build Back Better" concept often discussed in Western societies.

Among the "New 'Better World' Oriented Group" (mentioned above), the top issues identified by those strongly agreeing ("Top1 Group") as requiring "serious, concerted societal effort" were: "Care for the Elderly/Aging Society," "Disaster Relief/Prevention/Mitigation," "Global Environment," "Japanese Economy/Fiscal Issues," and "Declining Birthrate/Childcare Support."

These surpassed the response rate for "Health/Medical Care" (which includes COVID-19 response), indicating that people's focus extends beyond the immediate infectious disease problem to encompass a wide range of other environmental and social challenges. Furthermore, examining the 3MA results (respondents could select up to three issues), the high proportion for "Inequality/Employment Issues/Job Preservation" suggests this is gaining attention as a critical issue requiring countermeasures.

The "five shifts" in social awareness among consumers introduced here are not merely temporary phenomena during the pandemic. Rather, it may be more accurate to view them as the pandemic rapidly accelerating a gradual shift in consciousness toward sustainability that had been progressing steadily.

Needless to say, the top priority at this moment remains the fight against infectious diseases. However, as challenges beyond health and medical care—such as environmental issues and social inequality—continue to expand, consumers are likely to develop a stronger sense of ownership regarding these issues going forward. They may begin to think and act with a longer-term perspective toward the future.

Currently, many companies are rapidly shifting toward management practices that incorporate sustainability and ESG (Environmental, Social, and Governance) considerations. Simultaneously, momentum for sustainability is also building among consumers.

For both governments and businesses, the key challenge will be how to realize a new, "better society" that incorporates sustainability.

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Survey Overview
・Survey Method: Internet survey
・Survey Period: October 26-28, 2020
・Survey Area/Subjects: 2,000 men and women aged 20–74 nationwide
・Research Organization: Dentsu Macromill Insight, Inc.