Climate concern rises in the East

A recent study from the Carbon Trust questioned over 2500 young people aged 18-25, across five continents to understand whether tomorrow's consumers are concerned about climate change and will favour brands that reduce carbon emissions.

The research, conducted by TNS, reveals that Generation Y in China is leading the call for brands to reduce their impact on the environment with 83% of young people questioned saying they would be more loyal to a brand if they could see it was reducing its carbon footprint. This compared to 73% in Korea, 55% in the UK and 57% in the USA. 60% of Chinese young adults who participated in the research say they would stop buying a product if its manufacturer refused to commit to measuring and reducing its carbon footprint, followed by 57% in Brazil, 53% in Korea and 35% and 36% in the US and UK respectively.