- The Cetelem Consumption Observatory 2020 is unveiled this Tuesday morning. Conducted by Harris Interative, this survey deciphers consumption habits across 15 European countries.
- These consumers, although pessimistic about the future of the planet, act and think that the solution will come by themselves to reduce overall consumption.
- Despite various “blocks”, behavior towards the situation is homogeneous across Europe, explains Flavien Neuvy, from L'Observatoire.
Going green with small steps. The Cetelem Consumption Observatory 2020, produced by Harris Interactive * and unveiled this Tuesday morning, highlights the behavior and consumption intentions of the inhabitants of 15 European countries. And among the main lessons of this study, we find the confirmation of an ecological awareness among citizens.
A change in mentalities which does not necessarily lead to a strong change in behavior. To understand this paradox, Flavien Neuvy, director of the Observatory, answers questions from 20 Minutes.
What do we learn today about the consumption behavior of Europeans?
The Observatory has been doing this kind of study for almost thirty years. What marks us here is the evolution of individuals towards a collective consciousness in their consumption. In 2010, we were doing this type of study and we discovered the "consumer-actor", the individual who consumes better for his health and to support small local trade.
Today, ecology has taken over. We consume while thinking - also - of others. There is even an important external pressure: we feel guilty, and we judge ourselves the behavior of people around.
How to explain the many paradoxes brought to light by the Observatory? For example, 75% of Europeans think that consumption habits will not change, even though they say they are ready to do it themselves ...
This mainly reflects anxiety, consumers are a bit lost. They have a very negative view of the current situation. Many are resigned and do not think it will improve. A figure shows this: 46% say they are ready to give up having a child.
At the same time, this situation leads 35% of Europeans to think that the solution can only come from the consumers themselves, who will lead the distributors to change their offer. This method is considered more popular than a polluter pays tax (34%), or even than a binding law (31%). This reflection indicates that there is hope in their minds. Globally, they are in the dark, but they are changing their consumption habits all the same.
What changes are European consumers ready to make for the environment?
87% say they are ready to throw less, waste less and repair. In the same vein (86%), they want to favor durable household appliances and limit their consumption of water and energy (85%). In fact, they have already started, since four in ten claim to consume less than three years ago. Illustration: the automobile market, in France for example, is maintained mainly thanks to companies. Meat consumption is in sharp decline, and sales of new textiles have fallen by 15% since 2010. At the same time, the repair market is booming.
Is this trend towards more eco-responsible consumption visible in the 15 European countries surveyed?
It may seem surprising, but yes. The responses we have received are fairly consistent across the entire panel. We are used, in the European context, to see the appearance of “blocks” of behavior: the countries of the North (Scandinavia, Benelux, Germany…), the countries of the South (France, Spain, Portugal…) and the Central block and is. Here, for various reasons, the intentions are getting closer.
Thus, the richest countries - we must have the means to consume - worry about the environment, health. And the countries of the East have always consumed local out of patriotism. The interest in ecology only confirms this "localism" which is everywhere.
* Survey carried out by Harris Interactive, from September 30 to October 22, 2019 in 15 countries (Germany, Austria, Belgium, Bulgaria, Spain, France, Hungary, Italy, Poland, Portugal, Czech Republic, Romania, United Kingdom, Slovakia and Sweden ), with 14,200 individuals aged 18 to 75, from national samples representative of each country.
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The figures to remember:
- 3 out of 4 Europeans believe that consumption habits will not change and that the Earth will continue to be plundered from its resources.
- 4 in 10 consume less than three years ago.
- 3 in 10 expect to consume less in the future.
- 44% of French people say they are ready to reduce their consumption.
- 55% of Europeans believe that humanity will be able to take the necessary measures to save the planet.
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