GreenFlex and Ademe present 20 years of the Responsible Consumption Barometer

Among the main lessons, we observe in particular that 70% of consumers today say they recognize the direct link between their consumption choices and the future of the planet.

Informed and engaged consumer citizens

In 2024, the French are increasingly participating in online petitions to denounce companies or brands that are disrespectful of the environment, human rights or even consumer health. In fact, 28% of them say they systematically or regularly sign these petitions, compared to only 10% in 2017, testifying to an increase in commitments in favor of environmental and social justice.

But the French go further than denouncing and expressing indignation online. According to the barometer, they are committed and taking responsibility to change their consumption behavior. For example, 65% of French people say they change stores to turn to more committed options such as local producers or organic stores, 72% say they make their choices based on the origin of the product; 64% depending on the production method (+5 points vs. 2023).

The French demand accountability from companies with state help

Now tired and skeptical of the announcement effects, the majority of French people expect companies to thoroughly review their economic model. Indeed, 79% of consumers believe that they must change their model so as not to seek economic growth at all costs, and for 65%, producing differently is no longer enough, they must produce less.

Beyond this expectation, the French would like to be supported by the State which must play a more coercive role: 82% of consumers believe that the government should force companies more to produce with respect for the environment and workers, a figure already at such a level in 2012.

This change requires above all to go through concrete actions on the part of the State, which must push companies to adopt more respectful practices: 75% of French people are in favor of the State banning advertising for products the most harmful to the environment and health.

Adopt new models in the face of urgency

The improvement observed on environmental issues is generally lower than that expected 10 years ago: when in 2014, 61% of consumers thought that respect for nature would improve in the next 10 years, in 2024, only 42 % think that it has improved (19 points difference).

Faced with the evolution of society, the French display marked pessimism: 77% of them believe that the spirit of solidarity has deteriorated over the last ten years, and 70% think that this degradation will continue in the next decade.

However, solutions exist. In fact, 8 out of 10 French people have noted an improvement over the last ten years in access to second-hand or second-hand solutions, and expect this circular economy to continue over time. But for these solutions to be effective and sustainable, everyone has a role to play: brands by rethinking and adopting new business models, and the government by supporting their approach economically and politically.

For Laure Blondel, Consulting Director - Brands, Products and Responsible Consumption at GreenFlex: “Twenty years ago, brands were still in a very one-sided relationship with their consumers; innovation and communication were almost exclusively intended to sell more. In 20, brands must now play with the complexity of the debates and positions of civil society towards them; they must somehow justify their Reason for Existence to society. »

For Valérie Martin, Head of the citizen mobilization and media department of ADEME: “Today, citizens say they make the link between their purchases and the preservation of the environment. However, they say it clearly, they need to be supported and it is the role not only of public authorities, but also of companies to support in an educational manner the evolution of citizens towards more responsible consumption. It is also an entire economic model of organizations that needs to be rethought, in order to go beyond a linear model based on volume sales and product possession, to bring about a circular model based on use and service. . »

Barometer methodology:

Survey carried out from February 28 to March 5, 2024, among a sample of 1.006 people, representative of the French national population aged 18 and over. Survey administered online by CSA.

Illustrative image of the article via Depositphotos.com.