., but that level of agreement is trumped by several other countries tracked in a recently-released GfK survey. In fact, an average of 76% of respondents across the 23 countries surveyed agreed with the statement regarding brands’ environmental responsibility. The difference owes to gap in the percentage of US respondents who strongly agreed with the statement (17% vs. the global average of 28%).
The global results indicate fairly broad agreement with brands’ environmental responsibility across age groups, ranging from a low of 69% among 15-19-year-olds to a high of 80% among those aged 30-39. That’s interesting, given prior research suggesting that younger groups (at least in the US) take social responsibility into account more than other generations when making purchase decisions. Read the rest at MarketingCharts.