1、North American surveyJune 2023Dentsu Consumer Navigator:Sustainability 2023|Navigator|Navigatordentsu Consumer Navigator Sustainability 2023About this studyThis is the first report in a series on Sustainability.This report looks at the views of North Americans overall.The second report,to be publish

2、ed this summer,will compare results in the United States and Canada.The survey was conducted by dentsu via Toluna,an online research panel.Administered on May 30th,2023.Distributed among a random sample of 1,000 respondents in the US and 600 respondents in Canada.Distributed among respondents 18 yea

3、rs of age or older and controls for nationally representative populations in both the US and Canada.Contents0101Top Consumer InsightsTop Consumer Insights02The Definition of The Definition of Sustainability is BroadeningSustainability is Broadening03Consumers Adopt Everyday Consumers Adopt Everyday

4、Sustainable ChoicesSustainable Choices04Successful Brands Will Successful Brands Will Champion Both TrendsChampion Both Trends05Closing ThoughtsClosing Thoughtsdentsu Consumer Navigator-Sustainability 2023Younger generations are broadening their definition of sustainability.A distinct pattern emerge

5、s in our data:Boomers primarily emphasize environmental aspects in their definition of sustainability,whereas younger generations adopt a more comprehensive perspective encompassing equity and economy.Younger generations are more likely to feel their personal life is affected by environmental change

6、.Boomers are notably less likely than younger generations to acknowledge that the state of the environment affects factors in their personal lives,such as physical and mental health.North Americans see sustainability as equally a public,personal,and corporate responsibility.Respondents view individu