Responsible consumption: the French adapt their lifestyles

In 2024, consumers understand that their future is linked to that of preserving our resources, both natural and human, and that if they don't change their consumption habits in one way ("consume better") or another ("consume less"), our society will quickly find itself at an impasse.

The GreenFlex - ADEME responsible consumption barometer, created in 2004, notes that year after year, consumers are urging brands to transform themselves: to transform their business models so as not to be solely profit-driven, to transform their offer so as to integrate sustainability criteria throughout their value chain, and to transform their communication so as to stop promoting over-consumption. Here's a look at the main changes we've observed.

Responsible consumption: a growing individual commitment

The climate crisis is giving rise to growing concern and calls not only for an adaptation of our lifestyles and consumption patterns, but also for a collective rethinking of our society. For 4 out of 5 French people, the climate crisis means we need to rethink the way we live and consume.

The barometer shows that this more systemic involvement is driven in particular by increasingly strong convictions to change habits, and by a heightened awareness of the value chain.

However, the survey reveals that the social norm is still strong, since giving a second-hand gift to a loved one, for example, is unthinkable for almost 1 in 3 French people.

Responsible production: a turning point for brands

According to the barometer, in 20 years, the level of trust in companies and their environmental practices has dropped by more than 20% (58% in 2004 vs. 36% in 2024).

And when it comes to bad practices, consumers don't hesitate to apply pressure, since 28% of them admit to regularly participating in petitions to denounce companies or brands that act against respect for the environment, human rights, consumer health... This is 3 times more than in 2017, when the figure was 10%.

Consumers expect companies to evolve their offerings, not just because of advertising and repeated incentives to over-consume. For 63% of those questioned, it's not advertising that's the problem, but the products on offer. The barometer also reveals that consumers remain optimistic. A large majority believe that it is possible to combine responsible production and profit (67% in 2004 vs. 72% in 2024).

However, consumers make a distinction between economic sustainability and growth, and 79% call on brands to review their business model.

Corporate sustainability: consumers appeal to public authorities

Aware that sobriety is necessary both for companies and individuals, consumers are calling for more regulation. For example, 82% believe that governments should force companies to produce in a way that respects the environment and workers. For 75% of them, the state should ban advertising for products that are harmful to the environment and health. "The more companies and brands struggle to make these issues an integral part of their DNA, the stronger the response from public authorities will have to be. Brands will have to have the courage, at last, to give up the one-upmanship (more market share, more votes, more stomachs...) to focus on the real issue: reconciling economic sustainability with respect for the environment and workers; we've all been the pillars of sustainable development for... well over 20 years." points out Laure Blondel, Director of Brands, Products and Responsible Consumption at GreenFlex.