Part 2 of a North American seriesUS vs. Canada ResponsesAugust 2023Dentsu Consumer Navigator: Sustainability 2023| Navigatordentsu Consumer Navigator – Sustainability 2023About this studyThis report digs into key differences and commonalities among US-vs-Canada views on Sustainability. It is a companion piece to a broader dentsu report that explored all-up North American views on Sustainability. •The survey was conducted by dentsu via Toluna, an online research panel.•Administered on May 30th, 2023.•Distributed among a random sample of 1,000 respondents in the US and 600 respondents in Canada. •Distributed among respondents 18 years of age or older and controls for nationally representative populations in both the US and Canada.Contents01Executive Summary of the North American Report02Key Findings: US vs. Canada03Attitudes Toward Sustainability04Perceptions of Brands05Implications for Marketersdentsu Consumer Navigator - Sustainability 2023Younger North Americans are broadening their definition of sustainability.A distinct pattern emerges in our data: Boomers primarily emphasize environmental aspects in their definition of sustainability, whereas younger generations adopt a more comprehensive perspective encompassing equity and economy.Younger North Americans are more likely to feel their personal life is affected by environmental change.Boomers are notably less likely than younger generations to acknowledge that the state of the environment affects factors in their personal lives, such as physical and mental health.North Americans see sustainability as equally a public, personal, and corporate responsibility. Respondents view individuals (51%) as equally responsible for their everyday actions as national governments (51%) and glob...
