The desire to consume less and better is even illustrated in our Google searches. That is the conclusion of the barometer “Sustainability Trends 2022” recently published by the Kantar Institute for Studies.
According to this Kantar study, there were 246 million searches on the Google search engine related to waste and overconsumption, based on Google searches conducted in 90 countries around the world between March 2017 and March 2022. growing topic to be concern: There are an average of 3 million searches per month on the topican increase of 7% in the past two years.
As far as pollution is concerned, research on the “zero waste” are less popular, as their recurrence has fallen by 34% in the past two years. By contrast, searches for bulk sales increased by 59% over the same period. The study also notes a growing interest in more sustainable techniques for day-to-day waste management. This is the case, for example, with compost (+38%) or upcycling (+22%).
Fast fashion, such as animal cruelty (average 155 million searches per month), also appears to be a concern for internet users. According to the study, the amount of research on this topic has more than doubled in five years. However, one of the aspects that consumers seem to be most concerned about is not the environment, but social: searches for clothing brands related to Uyghur working conditions increased by 87% between 2020 and 2022.
“Google searches show that consumers are maturing and wanting to be agents of change in sustainable development, so much so that they accept the idea of degrowth,” the study authors said.
A desire to slow down, which is even illustrated in the way of life with a clear interest in “live slowly” (+52% of searches), philosophy of life that consists in taking the time to perform daily tasks.
(ETX Daily Up)