Welcome to SB Brands for Good: Catalyzing Culture Change Day 1, where we will focus on Exploring Consumer Insights.

80% of Gen Z globally report being personally affected by climate change, yet their engagement with sustainable solutions is declining. Looking to the future, many young people are asking, “What’s the point?” At this troubling tipping point, how can brand leaders rethink their approach to sustainability to stay relevant to the next generation, while building resilience for a world in flux? Join GlobeScan and BBMG to learn the results of a brand-new USA poll from March 2025. Gain global insights into next generation consumer trends--from the role of sustainability to DEI--plus five principles for sustainable brand leadership that can help win back Gen Z.

Welcome to SB Brands for Good: Catalyzing Culture Change Day 1, where we will focus on Exploring Consumer Insights.

In recent years, encouraging signs for the future of soil health have emerged, from increased adoption of regenerative practices to expanding market access for regenerative products to innovative collaborations across the supply chain. Yet a critical dependency for creating long-term ecological and economic impact deserves close inspection—consumer interest. What do we know about consumers’ understanding and motivations concerning regenerative agriculture today? To find out, Regenified commissioned an in-depth study to establish key benchmarks on current consumer awareness, interest, and purchase intent, surveying 850 U.S. consumers on questions related to their food shopping criteria and regenerative agriculture. This session will highlight learnings about the Values-Based Shoppers segment and examine what’s driving consumer choices, the behaviors influencing market trends, and the desire to purchase regenerative products.

SB's Socio-Cultural Trends Research, conducted by Ipsos and Sustainable Brands, assesses consumer sustainability attitudes and behaviors on an ongoing basis across multiple regions. The research focuses on how consumers perceive and act on sustainability-related issues, particularly through the lens of the SB Nine Sustainable Behaviors. The latest research update underscores the complex dynamics of consumer behavior in sustainability, revealing opportunities for brands to lead and educate consumers toward more impactful actions.