US-Specific Data Highlights Urgency for Regeneration: 70% Advocate for a Shift Beyond Sustainability, 78% Assert Brands Must Safeguard the Planet's Future
DETROIT, Dec. 5, 2023 /PRNewswire/ -- Today, Human8 the global human-driven consultancy, together with Space Doctors, their strategic, cultural and creative specialist team, releases its annual Global What Matters Report, offering insights into consumer attitudes towards environmental sustainability and regenerative sustainability. The US-specific data underscores a pressing call for action, with 70% of respondents declaring that 'sustaining' is no longer sufficient, urging a move towards regenerative sustainability. Furthermore, a resounding 78% emphasize the pivotal role brands play in securing the planet's future.
The Global What Matters report is based on a four-part global study deploying a mix of cultural and human insight methodologies, culminated in a global insight community across 10 markets and a quantification with 13,028 consumers across 17 markets.
"In the pages of the report, a collective concern emerges as 72% of U.S. respondents express worry about the state of the planet for future generations. An even more striking 67% advocate for drastic lifestyle changes, emphasizing a shared recognition that the time for complacency has passed," said Katherine Ephlin, Managing Director, North America of Human8. "Woven throughout the narratives is a common thread ? 70% of respondents believe that creating a better world is not something they can accomplish on their own. They express a collective yearning for visionary leaders, be they individuals, organizations, or brands, to take the lead and drive meaningful change."
Furthermore, the report highlights an evolution from traditional sustainability to regenerative sustainability. Where traditional sustainability focuses primarily on maintaining the current state of the environment, regenerative sustainability or 'regeneration' broadens the scope. It's not only about the planet. And it's not only about doing less harm. It's about thinking in regenerative ways, restoring and reimagining everything, including how businesses are run to reshaping human norms and ecological systems.
"Space Doctors is a certified B-Corporation; the movement for regeneration is part of our DNA. In light of this, we started our 2024 What Matters journey by developing a cultural framework for positive transformation, a model which revealed the 4 main dimensions of positive change that all brands should be aware of," said Michael Thomas, Brand Transformation Lead at Space Doctors US. "These dimensions provide the context and ground for an additional 8 cultural codes of transformation ? these are the meaningful and actionable paths for adopting a regenerative mindset and identifying substantive, systemic solutions."
Some key U.S findings include:
For more information, methodology details and to access the full Global What Matters Report, visit www.wearehuman8.com/reports/what-matters-report-2024/
About Human8
Human8, the human-driven consultancy, connects brands with people and culture to drive positive change. Human8 uncovers what matters to people and how brands can act upon it.
The global consultancy is the coming-together of 10 game-changing agencies from around the world: InSites Consulting, Direction First, Columinate, eÿeka, Join the Dots, ABN Impact, Answer, Space Doctors, Gongos, and Happy Thinking People.
Human8 unites a creative, smart, and ambitious group of +800 people across 22 locations under one vision: making brands more human by better understanding people and culture, empowering brands to act and enhance the lives of the people they serve. For more information, please visit https://www.wearehuman8.com.
About Space Doctors, part of Human8
Human8 is the parent brand of Space Doctors, a global team of cultural and creative consultants who aim to energize brands by helping them connect and respond to cultural change. Their expertise spans semiotics, cultural insight & analytics, foresight & futures, and brand & creative strategy.
Space Doctors seek to create more meaningful and regenerative futures for brands, people and planet. The company is a certified B-Corporation since 2021.
For more information, please visit https://space-doctors.com/.
Media Contact:
Megan Cuellar
(928) 300-4431
[email protected]
SOURCE Human8
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