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Sustainability is no longer a one-size-fits-all message. As more consumers become aware of environmental issues, their attitudes and actions toward sustainability vary widely. A recent international report by GlobeScan, backed by a mix of global brands and environment-focused initiatives, sheds light on these differences—identifying four distinct consumer mindsets regarding sustainability. These insights can help brands, including those in the print and paper industries, tailor their messaging and products to better engage customers.

Based on a survey of over 30,000 consumers across 31 markets, GlobeScan’s Road to 2025 report categorizes consumers into four groups: Anxious Inactives, Indifferents, Enthusiasts, and Minimalists. Each group requires a unique approach to encourage more sustainable behaviors. Let’s explore each mindset and how companies can effectively reach them.

Anxious Inactives (28%)

The largest segment of the population, Anxious Inactives, are environmentally conscious but feel overwhelmed by the scale of the climate crisis. Many of them—especially Gen Z consumers—experience guilt and anxiety about their personal impact, which often leads to inaction.

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Indifferents (27%)

Indifferents are the least engaged group when it comes to sustainability. They are largely disconnected from environmental issues and more focused on personal convenience and cost savings.

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Enthusiasts (23%)

Highly engaged and passionate about sustainability, Enthusiasts are early adopters of eco-friendly products. They actively seek out brands with strong environmental commitments and are more likely to advocate for sustainable practices.

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Minimalists (22%)

Minimalists align closely with the degrowth movement, aiming to reduce consumption and live more simply. They prioritize products that are both practical and sustainable.

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