GlobeScan is a global insights and advisory consultancy working at the intersection of sustainability, behaviour change, and trust. It partners with leading companies, NGOs, and governmental organisations to deliver insights that guide decision-making and build strategies that contribute to a sustainable and equitable future. Established in 1987, GlobeScan is a participant of the UN Global Compact and a Certified B Corporation.

GlobeScan worked in partnership with Consumers International to identify key trade-offs that different consumer segments need to make, to enable them to live more sustainably. In our study, we developed a bespoke segmentation from data collected on almost 30,000 consumers across 31 countries and conducted depth interviews with 31 households in 5 countries. The study measures consumer support for the green transition, identifies how to encourage sustainable lifestyles for different consumer segments, and sets out recommendations for governments and businesses for building a sustainable marketplace that meets consumer's legitimate needs.