This article is part of a series highlighting the Top 10 Global Consumer Trends 2020 report.
Consumers are more aware of air pollution and its potential to drastically impact health, from respiratory ailments to premature death. We Want Clean Air Everywhere is a powerful trend that highlights how awareness of air pollution is impacting consumer choice and how brands are positioning themselves to target environmentally conscious consumers.
According to Euromonitor International’s Lifestyles Survey 2019, 60% of global respondents agreed or strongly agreed that climate change is a worrying issue. If actions are not taken, climate change will have catastrophic effects. Because of this, urban consumers are concerned about carbon emissions and air quality.
Cities: Air pollution culprits
Climate change is a crucial driver of government policies, which aim to decelerate the impact of rising sea levels, increase carbon dioxide emissions and escalate global temperatures. Cities are at the core of this issue, utilising 75% of the world’s energy and generating 70% of global CO2 emissions, according to the World Wildlife Fund.
Emerging markets face some of the largest air pollution challenges. Beijing, Skopje, Shanghai and Mexico City are still recording air particulate matter levels well above the safe limits set by WHO. In Mexico City, air pollution on some days is so high that schools are closed, and authorities advise against exercising outdoors.
Industry response to clean air concerns
A range of industries are innovating and adapting products to appeal to climate-conscious consumers. The trend will see new players fight for a carbon-free world, with brands vying for market share based on their efforts to contribute to environmental protection.
Cambridge Mask Co. is a startup producing stylish and colourful face masks that protect consumers from the harmful effects of air pollution and airborne diseases. The face masks are equipped with filter technology for people walking or cycling in the city.
Climate activists use these fashionable face masks in social media posts to increase air pollution awareness. Air pollution masks are gaining popularity with consumers as a tool to mitigate air pollution. In addition to these masks, companies have created products that provide skin protection.
Drunk Elephant introduced D-Bronzi Anti-Pollution Sunshine Drops, a serum that protects the skin from the adverse effects of air pollution. It is free of drying alcohols, silicones, chemical screens, fragrances and sodium laureth sulphate and contains antioxidants and natural ingredients.
We Want Clean Air Everywhere will continue to be powered by younger generations. The future is pointing towards cleaner and more sustainable cities that prioritise the wellbeing of natural ecosystems. Climate activists will intensify their stance against carbon emissions, further pushing consumers and businesses to do their part in 2020.
To learn more, please download the free report, “Top 10 Global Consumer Trends 2020”.