Reveal Marketing Research: Individual responsibility and corporate initiatives will shape the future of sustainability

Aurel Constantin 17/10/2022 | 13:45

In the context of the increasingly high interest in sustainability, Reveal Marketing Research investigates this topic and is in its second edition carried out with the support of Kaufland Romania, OMV Petrom, OTP Bank Romania and Rogalski Damaschin, through the Reveal Sustainability Panel Proprietary. Thus, a nationally representative study was carried out to identify the key factors for creating a more sustainable society in the eyes of Romanians.


Key factors:

  • The sustainable characteristics of a product (68%) are more important than the comfort offered by proximity (65%)
  • Changing individual behavior (76%) is perceived as the most important solution to build a sustainable society
  • Romanians want more involvement from companies in sustainable initiatives, especially by encouraging recycling (18%), educating the population towards a sustainable lifestyle (11%) and by using recyclable materials / packaging (10%).

Often the right choice is not the easy one, and Romanians are prepared to travel greater distances to buy sustainable products

Choosing a product that meets both personal and environmental needs is not an easy one for consumers. According to the results of the study, the affordable price (79%) complemented by the healthy (natural ingredients – 72%) and sustainable (responsibly produced – 69%, care for the environment – 67%) characteristics of the product are the most important attributes in choosing a product.

Increased values of these attributes are particularly present in modern and traditional families, consumer segments known to be guided in their daily lives by values such as health, safety, care and protection.

At the same time, we observe the average position occupied by the comfort provided by proximity to a product (65%). A significantly higher score of the attribute was recorded only in the case of older respondents, respectively the segments of mature adults without a partner and retired seniors (70%).

Individual responsibility is the basic pillar of a sustainable present and future

Romanians believe that current sustainability issues can be combated mainly through citizen empowerment, government regulations and company initiatives.

At a closer look, we see that changing individual behavior (76%) is perceived as the most important solution to building a sustainable society, followed by changing the attitude of governments (74%) and changing the mindset of companies (74%). If we refer to consumer profiles, young respondents (Generation Z and young professionals) are the most skeptical, while the retired seniors the most optimistic regarding the long-term viability of the measured solutions, the two categories registering a difference of approximately 20 percent .

Deforestation, the main sustainability problem of the country in the view of Romanians

If we refer to today’s sustainability issues, Romanians consider the destruction of natural areas to be the biggest problem facing our country (50%), and the second biggest problem globally (38%), after air pollution (42%).

The generalized fear related to the constant destruction of natural areas and its consequences on the environment and the quality of life leads 6 out of 10 Romanians to declare that the volume of forested areas should be doubled in a maximum of 5 years.

The main challenge for companies is to become real and credible promoters of sustainable initiatives  

As for the actions of companies that have the greatest potential to drive more responsible consumption behavior among citizens, they include encouraging recycling (18%), practicing affordable prices for sustainable products (12%) and educating the population by promoting sustainability (11%). At the same time, 6 out of 10 Romanians are of the opinion that doubling the forested areas is a sustainable action that should be implemented as a priority in the next 5 years.

”Given that Romanians’ trust in the state is low and constantly drifting, they are turning more and more to the private sector, demanding answers from companies and in the case of broader societal challenges such as sustainability. If we analyze the attitudes of consumers, we notice that they are increasingly aware of the need to save the planet’s resources and that they want a change in the mentality and behavior of the population. In this context, a company with clearly established sustainable objectives and which serves this social purpose in a credible and active manner is the type of company that will prosper in the future,” said Marius Luican, CEO of Reveal Marketing Research.

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