The European elections in June 2024 highlighted what many sports retailers have long felt: people's interest in sustainability is receding in the face of economic problems. Recent analyses provide insights into the changing consumer behavior and offer intriguing conclusions for sports brands.
The willingness to pay a premium for sustainable products is waning. The current consumer behavior poses a real challenge for many companies. Especially the sports industry has invested heavily in making their products more sustainable.
At the OutDoor by ISPO, two market experts presented recent research findings on “green fatigue” in consumer behavior, international differences, and their strategies: Bastian Graber is Senior Manager of Client Development at the US-based market research firm Circana. Fredrik Ekström is a Brand Strategist and founder of Above The Clouds and has surveyed 2,500 Scandinavian consumers and conducted qualitative interviews with 32 brand representatives for his analysis.
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