From Enthusiasts to Anxious Inactives, Meet the Four Types of Sustainable Consumers

Are you an enthusiast, a minimalist, or an anxious inactive? A new report categorises consumers into four broad segments based on their sustainability attitudes.

Cost of living and corporate ‘greenhushing‘ – i.e., when companies withhold information about their sustainability efforts, willingly or otherwise – are reshaping the eco-living landscape, with green behaviours declining in the majority of the world.

Self-reported purchases of eco-friendly products declined from 2022 levels in all regions bar the Middle East and Africa, as inflation and anti-greenwashing regulations shake up sustainability marketing. Meanwhile, there has been a decline in the perception that sustainable alternatives to planet-harming products are of better quality – and this is true across every consumer category.

The Say-Do Gap

Sustainable product companies often encounter a paradox when it comes to consumer behaviour dubbed the Say-Do gap— the difference between what people say they’ll do to be more climate-friendly (e.g. wanting to buy more sustainable products), and what they actually do (buying cheaper, unsustainable products).

Previous research by GlobeScan suggests that 50% of consumers want to live “a great deal” more sustainably – but only 26% say they are making “major changes” towards that goal.

This is despite a growing number of consumers saying they feel the effects of the climate crisis – a share that rose from 31% in 2022 to 45% in 2024 – with over three-quarters finding joy in sustainable lifestyles.

These are the findings of the annual sustainability survey by GlobeScan, which polled more than 30,200 people from 31 countries across six continents.

The Road to 2025 study found that families with children are more conscious about responsible behaviours, but young consumers are concerningly disengaging from sustainability.

According to the survey, the number of Gen Zers who want to reduce their planetary impact and lower consumption to safeguard future generations has trended downwards, as has the share of youngsters who feel guilty about their contribution to climate change. On the other hand, more Gen Z consumers now feel individuals can’t do much to save the planet.

Brands and governments play a critical role here – they can shape daily behaviours and public attitudes about sustainable living. To help understand how consumers fit within the eco landscape, the report groups them into four categories – from active to disengaged.

Anxious Inactives

The largest subgroup of sustainability consumers, 28% of respondents fit within the Anxious Inactives category. Broadly, these consumers are concerned about sustainability and feel a significant amount of guilt and anxiety about their impact on the planet – but they feel overwhelmed or unsure of how to act.

This is because they believe individual actions have limited impact (after all, this segment houses the highest percentage of Gen Zers).

For sustainability stakeholders, emphasising easy steps to make progress feel achievable is the best way to engage Anxious Inactives, “helping them break free from the anxiety-inaction cycle”, according to the report.

Indifferents

Indifferents form the least climate-conscious segment and are almost entirely disconnected from sustainability, and make up 27% of the respondents in GlobeScan’s survey.

This means that, taken together, Indifferents and Anxious Inactives account for 55% of global consumers – a key concern for the fight against climate change.

To reach this group, the resort recommends providing general communications to show personal benefits – such as saving money – without overemphasising the sustainability aspect.

Enthusiasts

There are two main segments of activated consumers, and Enthusiasts – those who improve their consumption habits and engage more fully in sustainable living – take the edge with a 23% share.

This demographic is the most conscious and empowered segment, and tends to be slightly overrepresented in emerging markets, especially Africa. They’re also more likely to be excited about product innovation and enhanced experiences, an insight brands can leverage.

Homing in on the “uniqueness and future-forward nature” of novel sustainable products and services can spark this group’s interest.

Minimalists

Finally, there are the Minimalists. These people (representative of 22% of the world) try to lower their climate footprint by reducing consumption and saving money. They’re driven by practicality and small, impactful changes.

Minimalists are slightly overrepresented in Europe and North America and tend to express their environmentalism in a manner associated with the degrowth movement.

Brands should emphasise cost-effective products, services and behaviours that allow this group to reduce their environmental impact without compromising their financial goals.

Globescan’s report highlights the need to move beyond the one-size-fits-all sustainability messaging so often employed by businesses. By recognising these distinct consumer groups, GlobeScan says brands are better placed to resonate with their needs, motivations and barriers through highly targeted strategies.