A sustainable lifestyle and the role of ICT through the consumers eyes
Perceptions and actions around climate and the role of ICT in living sustainably. Representing the views of 900 million people in 12 countries, this study focuses on the attitudes of consumers towards sustainability challenges and how technology could help them make a greater impact. Learn more in the latest Ericsson ConsumerLab report.
Pollution and climate at the forefront of the consumer global mindset
While financial security, crime and political unrest are engaging a similar share of the world’s population, environmental concern has risen sharply in the mindset of consumers. In the last two decades alone, air and water pollution has gone from concerning one in five consumers, to almost one in two.
Consumers call for collective and political action
Globally, 8 in 10 see governments as being responsible for environmental protection, with approximately 70 percent also considering citizens responsible. It is clear that consumers see the need for collective action, while pushing higher responsibility onto the political arena.
Misperception and lack of strategies limit impact
The majority of today’s consumers already apply various strategies to address their consumption habits, yet they are unaware which of these habits have the highest environmental impact. The impact of diet is understated by 84 percent, while around 70 percent overestimated the impact of smartphone usage.
ICT expected to tackle environmental challenges
Globally, 36 percent would like their devices to offer guidance on living more environmentally consciously, while 46 percent see technological innovation as critical to tackling future environmental challenges. Yet one in two consumers see the privacy and security aspects of their devices as more concerning than their possible environmental impact.
Belief in ICT as a tool for sustainable living
Consumers’ interests, personal actions and beliefs regarding environmental opportunities in technological innovation go hand in hand. Consumers who think technology will be crucial in solving future environmental challenges express almost twice the interest in various ICT solutions to help them live more environmentally consciously, compared to others.
To understand where consumers may benefit from ICT solutions, eight concepts were explored covering food, transport, shopping and energy consumption. Some clearly environmentally focused and all targeting different aspects of daily life where consumers could be making impactful choices.