A new research on sustainability has revealed a marked increase in consumer passion for the environment, as personal attitudes toward the environment evolve as a result of the COVID-19.
Mastercard commissioned the research, as ‘Earth Day’ is observed around the world today (Thursday).
According to the study, 92 per cent of adults in Kenya were willing to take personal action to combat environmental and sustainability issues, compared to 85 per cent globally.
It also revealed that 94 per cent of respondents in Kenya said they were even more mindful of their impact on the environment since COVID-19.
The survey indicated that 84 per cent of Kenyan thought it was more important for businesses and brands to do more for the environment.
“Over half (52 per cent) of Kenyans are planning to give more value to brands that act in a responsible, transparent and honest way,” while 55 per cent are planning to learn more about the environment in 2021, it stated.
It highlighted that the Kenyan respondents want brands to focus on the health and wellbeing of their employees, offer more sustainable and durable products, and give back to the community.
In a statement on Thursday, the Chief Digital Officer, Jorn Lambert, said, “Companies, consumers and communities must work together to make the significant changes needed to effectively address climate change.
“By embedding sustainability into the very fabric of our business – from pay-on-demand solar energy products to tools that help inform consumer spending – we can unlock the power of our network, reaching billions of consumers and partners, to create positive change for the environment.”
Eight in ten adults surveyed in Kenya feel reducing their carbon footprint is more important now than pre-pandemic, it added.
