2024 Ecolab Watermark Study Reveals Water Concerns Shift Consumer Buying Behavior
Ecolab's 2024 Watermark™ Study reveals significant shifts in consumer behavior due to water concerns. Key findings include:
1. Consumers in China (80%), IMEA (69%), and Latin America (65%) have stopped buying products that use excessive water.
2. A majority across all regions are willing to pay a 1-4% premium for sustainably produced products.
3. Access to clean and safe water remains a top concern, especially in Latin America (90%), China (88%), and the US (80%).
4. Consumers hold businesses and governments most responsible for water conservation but doubt their commitment.
5. Urban consumers show increased concern about climate change compared to rural counterparts.
The study highlights the growing importance of water stewardship in consumer decision-making and business strategies.
Lo studio Watermark™ 2024 di Ecolab rivela significativi cambiamenti nel comportamento dei consumatori a causa delle preoccupazioni legate all'acqua. I principali risultati includono:
1. I consumatori in Cina (80%), IMEA (69%) e America Latina (65%) hanno smesso di acquistare prodotti che utilizzano eccessiva acqua.
2. La maggior parte dei consumatori in tutte le regioni è disposta a pagare un sovrapprezzo del 1-4% per prodotti sostenibili.
3. L'accesso ad acqua pulita e sicura rimane una delle principali preoccupazioni, specialmente in America Latina (90%), Cina (88%) e Stati Uniti (80%).
4. I consumatori ritengono che le aziende e i governi siano i principali responsabili della conservazione dell'acqua, ma dubitano del loro impegno.
5. I consumatori urbani mostrano una maggiore preoccupazione per i cambiamenti climatici rispetto a quelli rurali.
Lo studio evidenzia l'importanza crescente della gestione delle risorse idriche nelle decisioni dei consumatori e nelle strategie aziendali.
El estudio Watermark™ 2024 de Ecolab revela cambios significativos en el comportamiento de los consumidores debido a las preocupaciones por el agua. Los hallazgos clave incluyen:
1. Los consumidores en China (80%), IMEA (69%) y América Latina (65%) han dejado de comprar productos que usan agua en exceso.
2. La mayoría de los consumidores en todas las regiones están dispuestos a pagar un 1-4% adicional por productos producidos de manera sostenible.
3. El acceso a agua limpia y segura sigue siendo una de las principales preocupaciones, especialmente en América Latina (90%), China (88%) y Estados Unidos (80%).
4. Los consumidores consideran que las empresas y los gobiernos son los más responsables de la conservación del agua, pero dudan de su compromiso.
5. Los consumidores urbanos muestran una mayor preocupación por el cambio climático en comparación con sus contrapartes rurales.
El estudio destaca la creciente importancia de la gestión del agua en la toma de decisiones de los consumidores y en las estrategias empresariales.
Ecolab의 2024 Watermark™ 연구는 물과 관련된 우려로 인해 소비자 행동의 중요한 변화를 보여줍니다. 주요 발견 사항은 다음과 같습니다:
1. 중국(80%), IMEA(69%), 라틴 아메리카(65%)의 소비자들은 과도한 물을 사용하는 제품 구매를 중단했습니다.
2. 모든 지역의 대다수 소비자들은 지속 가능한 제품에 대해 1-4%의 프리미엄을 지불할 의향이 있습니다.
3. 깨끗하고 안전한 물에 대한 접근은 여전히 주요 우려사항으로, 특히 라틴 아메리카(90%), 중국(88%), 미국(80%)에서 그렇습니다.
4. 소비자들은 물 절약에 대한 책임이 사업체와 정부에 있다고 생각하지만, 그들의 헌신에 의문을 가지고 있습니다.
5. 도시 소비자들은 농촌 소비자들에 비해 기후 변화에 대해 더 많은 우려를 보입니다.
이 연구는 소비자 의사 결정 및 사업 전략에서 물 관리의 중요성이 커지고 있음을 강조합니다.
L'étude Watermark™ 2024 d'Ecolab révèle des changements significatifs dans le comportement des consommateurs en raison des préoccupations liées à l'eau. Les principales conclusions incluent :
1. Les consommateurs en Chine (80 %), dans l'IMEA (69 %) et en Amérique Latine (65 %) ont cessé d'acheter des produits qui utilisent de l'eau en excès.
2. La majorité des consommateurs dans toutes les régions sont prêts à payer une prime de 1 à 4 % pour des produits durables.
3. L'accès à de l'eau propre et sûre reste une priorité, en particulier en Amérique Latine (90 %), en Chine (88 %) et aux États-Unis (80 %).
4. Les consommateurs jugent que les entreprises et les gouvernements sont les plus responsables de la conservation de l'eau, mais doutent de leur engagement.
5. Les consommateurs urbains montrent une préoccupation accrue pour le changement climatique par rapport à leurs homologues ruraux.
L'étude souligne l'importance croissante de la gestion de l'eau dans la prise de décision des consommateurs et les stratégies d'affaires.
Die Watermark™-Studie 2024 von Ecolab zeigt bedeutende Veränderungen im Verbraucherverhalten aufgrund von Wasserproblemen. Wichtige Ergebnisse sind:
1. Verbraucher in China (80%), IMEA (69%) und Lateinamerika (65%) haben aufgehört, Produkte zu kaufen, die übermäßig Wasser verbrauchen.
2. Die Mehrheit in allen Regionen ist bereit, einen Aufpreis von 1-4% für nachhaltig produzierte Produkte zu zahlen.
3. Der Zugang zu sauberem und sicherem Wasser bleibt ein zentrales Anliegen, insbesondere in Lateinamerika (90%), China (88%) und den USA (80%).
4. Verbraucher halten Unternehmen und Regierungen für am stärksten verantwortlich für den Wasserschutz, haben jedoch Zweifel an deren Engagement.
5. Urbane Verbraucher zeigen ein gesteigertes Bewusstsein für den Klimawandel im Vergleich zu ländlichen Verbrauchern.
Die Studie hebt die wachsende Bedeutung der Wasserbewirtschaftung für die Entscheidungsfindung der Verbraucher und die Geschäftsstrategien hervor.
- Consumer willingness to pay 1-4% premium for sustainably produced products
- Increased consumer awareness and concern about water conservation
- 71% of U.S. consumers optimistic that water scarcity can be effectively addressed
- Consumers stopping purchases of products using excessive water in key markets
- Low consumer trust in businesses and governments to address water crisis
- Less than 50% of U.S. and European consumers believe businesses and governments care about water conservation
Second global study finds consumers in
This year’s research found that consumers remain very concerned about climate change and their immediate access to clean and safe water, and these concerns are translating to their buying habits. A majority of consumers across multiple regions state they have stopped purchasing products that use excessive amounts of water, most notably in
Consumers also claim they are willing to pay more for sustainably produced products, with a large majority across all regions willing to pay a 1
“No matter how you look at the data, sustainability is front of mind for consumers,” says Christophe Beck, chairman and chief executive officer, Ecolab. “Businesses today find themselves between consumers who will stop buying their product and investors who insist on greater returns. Fortunately, prioritizing smart water management provides a way to satisfy both, delivering positive financial outcomes while also protecting this vital resource.”
This year’s study builds on trends identified in 2023 and includes compelling new insights:
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Access to clean and safe water is still considered to be a paramount concern, and most regions are more concerned about their immediate access to clean and safe water than their access in the future. Those most concerned about water-related issues reside in
Latin America (90% ),China (88% ) andthe United States (80% ). -
Consumers continue to hold businesses and governments most responsible for water conservation, but most still do not believe these parties care enough about this issue. This is particularly the case in the
U.S. ,Europe ,Asia Pacific andLatin America , where42% to51% of respondents believe these leaders care about water conservation. - Consumers also hold certain industries more responsible for reducing water usage, with the agricultural, food & beverage, and manufacturing industries frequently cited for using the most water.
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Consumers are losing trust in businesses and governments to address the water crisis, as less than
50% of consumers in theU.S. andEurope believe businesses and governments care about water conservation.
The 2024 Ecolab Watermark Study also reports where consumers differ by region and other audience demographics. Population density was notably shown to correlate with consumers’ level of concern about climate and water issues. In fact, consumers living in urban areas appear more concerned about climate change compared to their rural counterparts. This is most prominent for urban consumers in
“While those in rural areas have long understood potential climate impacts, consumers in urban areas are showing a new awareness of these challenges,” said Emilio Tenuta, senior vice president and chief sustainability officer, Ecolab. “Whether it is a prolonged heatwave, strained infrastructure or unequal access to clean air and water, these concerns are now rising to the top for those living and working in major cities around the world.”
In addition to the study’s findings from around the world, this year’s
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73% ofU.S. consumers believe that climate change is personally important to them, but less than50% believe that business leaders and governments care. -
Concern about water persists among
U.S. adults, with both access to (71% ) and the availability of (80% ) clean and safe water sparking significant concern for the future. -
U.S. consumers are willing to change their behavior to preserve water, with one-third (33% ) refraining from buying products that overuse water, and more than two-thirds (71% ) optimistic that water scarcity can be effectively addressed.
The second wave of the Ecolab Watermark Study was conducted in partnership with Morning Consult in early 2024 among a sample of general population adults and will continue to be conducted annually. To see the full global and country-specific results, please visit the interactive dashboard at watermark.ecolab.com.
About Ecolab:
A trusted partner for millions of customers, Ecolab (NYSE:ECL) is a global sustainability leader offering water, hygiene and infection prevention solutions and services that protect people and the resources vital to life. Building on a century of innovation, Ecolab has annual sales of
Follow us on LinkedIn @Ecolab, Instagram @Ecolab_Inc, Facebook @Ecolab and X @Ecolab.
(ECL-C)
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Torry Whitney
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MediaRelations@Ecolab.com
Source: Ecolab Inc.
FAQ
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