After years of decline, sustainable shopping is making a strong comeback across Latin America. The latest Sustain to Gain LATAM 2024 report by Kantar’s Worldpanel Division shows that environmental concerns are rising across the region, with more consumers than ever actively adjusting their shopping habits to reduce their ecological footprint.
Despite economic headwinds, 28% of Latin American consumers are now classified as Eco-Actives, a 10% increase from 2023. These highly engaged shoppers deliberately seek products with natural ingredients, recyclable packaging, and low environmental impact – making them a $17 billion market opportunity in the region.
This revival of sustainable shopping goes against what many expected in financially challenging times. It underscores a crucial insight: Latin American consumers don’t see sustainability and affordability as mutually exclusive. They are increasingly looking to support brands that take authentic action on environmental and social issues.
Eco-Conscious But Under-Informed
In 2024, climate change became the number one environmental concern in Latin America, climbing 3% year-on-year. Plastic waste is also at the top of the list: 1 in 3 shoppers say they’re frustrated by the amount of plastic packaging they bring home. A combination of lived environmental events, growing awareness, and rising expectations from brands and retailers is fueling these concerns.
The study segments shoppers into three categories:
- Eco-Actives: The most engaged segment actively changes its purchasing behaviour to reduce environmental impact.
- Eco-Considerers: They care, but face barriers like affordability or convenience.
- Eco-Dismissers: Less concerned or skeptical about their personal impact.
Notably, Eco-Dismissers declined from 45% to 39%, showing a clear shift in sentiment. Meanwhile, smaller households (1–2 people) are leading the adoption of green practices, especially in countries like Argentina, where over half of these households fall into the Eco-Active category.
While many consumers are motivated to shop sustainably, they don’t feel supported by retailers – except in Mexico, where shoppers say stores are helping them make better choices. Overall, 36% of Latin American consumers believe brands bear the greatest responsibility for protecting the environment – more so than consumers, retailers, or governments. This sentiment is especially strong in Brazil, Colombia, and Mexico.
The message is clear: Retailers and brands must do more to make sustainability visible, accessible, and actionable. Past reports show that 70% of Eco-Actives worry about the cost of sustainable products, while others cite limited availability (61%) and lack of information (55%) as significant obstacles to making more responsible choices.
The takeaway? Shoppers want to do the right thing – but they need help. They need clarity, access, and trust in the brands they support.
Digital experiences can make a real difference here. Retailers can help consumers easily identify and choose sustainable options using first-party data and content personalization. And this is exactly where Publitas comes in.
How Retailers Can Respond: Make Sustainability Visible and Actionable
With Publitas, retailers and brands can highlight sustainability through dynamic content – from showcasing eco-friendly product labels to surfacing relevant messaging and certifications across digital catalogs, landing pages, or in-store kiosks. By making sustainability information more accessible and visually engaging, Publitas helps brands close the gap between intention and action.
For example:
- Using video or GIFs to highlight biodegradable, organic, locally sourced, or plastic-free items.
- Segment and personalize content based on sustainability preferences, highlighting low-waste packaging or carbon-neutral brands for eco-conscious audiences.
- Using loyalty card info and dynamic capabilities to showcase sustainable products to the Eco-Active Segment
- To build trust and transparency, feature stories or banners that explain your brand’s environmental initiatives or partnerships.
A Long-Term Loyalty Opportunity in Sustainable Shopping
The numbers speak volumes: 44% of Latin American consumers have stopped buying products due to their environmental impact, while half are actively looking for brands that help them reduce their footprint. This isn’t just a trend for retailers and manufacturers – it’s a chance to lead with purpose and win lasting loyalty.
In a market increasingly shaped by values, visibility, and trust, sustainable shopping isn’t just good ethics; it’s good business. With tools like Publitas’ dynamic content capabilities, brands can turn their environmental commitments into tangible shopper experiences. Book a demo to find out how we can help your brand reach its key demographics.
