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People & Planet
​Consumer Insights and Trends 2023

Achieve more together

Together with GlobeScan, an independent insights and advisory consultancy, we conducted research into sustainable living among over 33,000 people across 30 countries in 2023 (previous waves in 2017, 2019 and 2021).

We wanted to learn more about how people think, feel, and act in relation to people (society – inequality, community, human rights) and planet (environment – climate, consumption, circular).

The insights help to inform our sustainability direction, ensuring that we are helping to address people’s wants and concerns.

Three family members sitting by a dinner table passing bowl of food around.

Our study shows five ways to enable more sustainable living:

1. Provide solutions to help people save money and support people and planet.

2. Help people prioritise the most impactful and easiest actions and tell them what their impact is.​

3. Signpost responsible purchase choices, clearly label sustainable products and communicate co-benefits.

4. Continue to engage the many people on people and planet topics – rationally and emotionally.​

5. Push for legislation and incentives from government, and action from business on climate, protecting and restoring nature, and reducing inequality.​

A family of six sitting by a kitchen table playing board games and chatting.
Inequality, Community & Human Rights


People are worried about inequality and their knowledge is high:

Over three in five worry about inequality
Over half know a lot/fair amount about the topic of inequality
Take action in their daily lives on inequality (up from 56% in 2021)

People are increasingly active ​in their local communities​

% taking action at least sometimes ​

  • Speak out against unfair treatment of people in their community (73%)
  • Provide support to others in their community (70% up from 63% in 2021)
  • Try to buy from brands that pay a living wage (74% up from 72% in 2021)
  • Prefer brands that support social issues in their community (71%)


Most people perceive all dimensions of equality as important to living in a fairer society​

% rating each as aspect of equality as important​

  • People with disabilities​: 87%
  • Gender: 86%
  • Age: 84%
  • Socioeconomic background​: 83%
  • Nationalities/ ethnicities​: 80%
  • Religions​: 74%
  • LGBQ+ community​: 67%
  • Transgender people​: 62%

Over 3 in 4 believe each individual can help reduce inequality...

 but empowerment has declined since 2021 (76% down from 79% in 2021)

Gen Zs and Millennials​ are the most likely to take action, but their sense of empowerment has​ declined the most. ​

Focus on two peoples hands preparing plates of food on a kitchen table.
Climate, Consumption & Circular


People are worried about climate change and their knowledge has increased:

worry about ​ climate change​
know a lot/fair amount about climate change​ (up from 58% in 2021)​
take action in their daily ​ lives on climate (up from 64% in 2021 and 65% in 2019)​
People want help with prioritizing actions with the most impact​
say knowing the impact of their actions, would motivate them to do more
Nearly 4 in 5 believe each individual can help address climate change…​
…but empowerment has declined since 2021 (76% down from 81% in 2021), especially among Gen Z​
would take more action if they had more information and advice on what to do

The actions people take most frequently, are not always the ones that have most impact​

According to Project Drawdown, one of the most impactful actions people can do to reduce their climate impact is to eat vegetarian/vegan food. However, only 38% sometimes eat vegetarian/vegan.

A woman and a boy preparing vegetables for a meal by a kitchen counter.

Everyday climate action has increased, especially if it helps people ​save money​

Saving money is a top motivator for taking climate action – the two go hand-in-hand. A wide range of individual actions have increased:

% taking action at least sometimes​

  • Save on cooling/heating​ 90% (88% in 2021)
  • Buy second-hand household items or clothing 52% (48% in 2021)
  • Use smart technology to save/monitor energy use​ 50% (46% in 2021)

But cost is a barrier if taking climate action is more expensive.


A living room with wooden book shelves, a desk and an air heat pump mounted on the wall.
View over a windfarm in a forest by a shore in Finland.
Expectations from

Government & Business

People expect significant action from​ government & business to...​

Reduce inequality
Government, 64% Business, 61%
Reduce climate change​
Government, 65% Business, 66%
Protect & ​ restore nature​
Government, 84% Business, 83%

People want a carrot-and-stick approach from government​

On inequality they want more:​

  • Policies and legislation on equal rights and opportunities​
  • Leadership on inclusivity​
  • Public campaigns on inclusivity and equality

On climate they want more:​

  • Policies, standards and penalties​
  • Subsidies, incentives and investment for instance in renewable energy​
  • Public campaigns for information​
  • Leadership and strategy
Solar panels in front of an IKEA store.

Businesses are expected to lead by example and communicate more​:

People want business action
in their operations and supply chains to focus on:​ inclusivity, anti-discrimination, equal opportunities, leadership, environmental protection and reducing emissions
of people prefer brands that support social issues in the community
Over 3 in 4 say companies should communicate better about their environmental and social impacts

Note on methodology ​ & sample

This survey was conducted online using national consumer research panels to recruit respondents in 30 countries with a total sample size of 33,451 adults (aged 18+). ​

​The study ran in April and May 2023 in Australia, Austria, Belgium, Canada, China, Croatia, Czech Republic, Denmark, Finland, France, Germany, Hungary, India, Ireland, Italy, Japan, the Netherlands, Norway, Poland, Portugal, Romania, Serbia, Slovakia, Slovenia, South Korea, Spain, Sweden, Switzerland, the UK, and the USA​.

We aimed for a representative sample in each country, with quotas for gender, age, region and education. However, in China and India, online access is less widespread across all regions, and the views of lower income, less educated and rural communities are underrepresented. ​

Data from each of the 30 countries are weighted equally. ​

The global sample for this study covers Ingka markets only. Therefore, countries that are more economically developed are strongly represented.

The findings build on three previous studies conducted in 2017, 2019, and 2021. The 2017 study covered 14 markets, the 2019 study covered 30 markets, and the 2021 study covered 32 markets in total.​

​GlobeScan is a global insights and advisory consultancy working at the intersection of brand purpose, sustainability, and trust. ​

Curious to learn more about the Ingka People & Planet Positive actions? Take a look here.

People & Planet Consumer Insights and Trends

The findings build on three previous studies conducted in 2017, 2019, and 2021.