消费者的认知趋势与可持续消费困境，对企业而言意味着什么？企业该如何将其与商业价值真正有效协同？ 作者：石丹 尽管在过去几年中，消费者对可持续议题的关注度出现了一定程度的波动，甚至在某些阶段有所下降，但贝 恩公司的一份全球可持续发展CEO指南（以下称《指南》）显示，在对包括中国、美国、英国等8个国家在内 的1.4万名消费者的年度调查中发现，虽然他们正面临信息过载，地缘政治冲突、经济不确定性压力等众多问 题感到担忧，但仍有80%的消费者高度关注可持续发展问题，并会青睐那些提供创新、实惠且可持续产品的 公司。 同时，《指南》还揭示了一个现实：那就是可持续产品在供给侧存在很大的问题，当消费者走进超市、打开 购物App或考虑更换汽车时，他们常常感到"无从下手"。他们不得不面对的是价格高昂的"绿色溢价"、性能不 佳的环保产品、混乱不清的环保标签以及本地市场稀缺的可持续选择。那么，如何破解这一"绿色悖论"？当 前消费者的认知趋势与可持续消费困境，对企业而言又意味着什么？企业又该如何将可持续消费与商业价值 真正有效协同？对此，《商学院》记者采访了贝恩公司全球专家合伙人刘洋。 从"口号时代"到"行动时代" " 刘洋认为，有三大 ...

Core Insights - The report titled "2025 China Sustainable Consumption Report" marks a milestone in sustainable consumption research, based on 3,122 nationwide surveys, providing data support and practical references for the industry [1][9] - Over 60% of respondents feel the impact of climate change, with more than 85% identifying as "low-carbon pioneers," indicating a shift from vague concepts to concrete actions in daily life [1][19] - Consumer demand has shifted from "responding to advocacy" to "value-driven," with 43.34% of purchasing motivation stemming from "resource savings and cost reduction" [1][32] Group 1: Consumer Awareness and Trends - Climate change awareness is deepening, with over 60% of respondents feeling its effects, a 10% increase since 2022 [19] - The perception of low-carbon consumption has evolved, with over 85% of consumers identifying as "low-carbon pioneers," believing their consumption choices can help combat climate change [19][49] - Social media has become a key platform for spreading low-carbon information, with trust in recommendations from acquaintances being crucial for product adoption [28][29] Group 2: Consumer Behavior and Preferences - Low-carbon practices are integrated into daily life, with clothing donations, water-saving laundry, and reduced takeout becoming mainstream behaviors [2] - Online channels dominate purchasing, but high prices and low recognition remain significant barriers [2] - Consumers show a high acceptance of recycled products, preferring incentives like cash back and door-to-door recycling [2] Group 3: Corporate Strategies and Recommendations - Companies need to accurately target their audience and optimize strategies around the SICAS model, focusing on authority certification and practical value [2] - The importance of a transparent and authoritative certification system is emphasized to build consumer trust and facilitate low-carbon consumption [38][39] - As technology and market conditions improve, low-carbon consumption is expected to transition from a niche choice to widespread participation [2] Group 4: Demographic Insights - Climate-aware individuals are more likely to be low-carbon pioneers, with notable participation from married, educated, and older demographics [1][42] - Different generations exhibit distinct preferences, with Gen Z willing to pay a premium for beauty products, while Gen Y focuses on family-related items, and older generations prioritize cost-effectiveness [1][42] Group 5: Challenges and Consumer Concerns - Price sensitivity has surged, with 43.34% of consumers motivated by cost savings, indicating a shift in purchasing drivers [32] - Consumers are increasingly wary of "greenwashing," with nearly 50% citing difficulty in identifying genuine low-carbon products as a reason for not purchasing [36] - The demand for clear, quantifiable information about low-carbon products remains high, reflecting a need for transparency in marketing [38][39]

Core Insights - The arrival of the "Great Cold" (Dahan) signifies not only the peak of winter but also the transition towards spring, symbolizing resilience and hope in the face of adversity [1][5] - The economic performance during the "14th Five-Year Plan" period shows a significant growth, with China's GDP reaching 140,187.9 billion yuan, marking a 5.0% increase from the previous year [2] Economic Performance - In 2025, China's GDP reached 140,187.9 billion yuan, reflecting a steady growth trajectory during the "14th Five-Year Plan" period, achieving four consecutive milestones of 110 trillion, 120 trillion, 130 trillion, and 140 trillion yuan [2] - The economic foundation of China is described as more solid and resilient, indicating improved capacity to withstand risks [2] Cultural and Social Aspects - The customs associated with the "Great Cold" reflect a deep cultural significance, emphasizing the warmth of human connections and the anticipation of spring through various traditional practices [3] - The festive atmosphere during this period is characterized by increased social interactions and community activities, showcasing the spirit of togetherness [3] Industry Trends - The winter season has seen a surge in the "ice and snow economy," with activities such as skiing and winter tourism gaining popularity across the country [4] - Technological advancements are highlighted, including successful projects in offshore wind energy and drone logistics, indicating a focus on innovation and sustainability [4] - Policies aimed at improving people's livelihoods, such as nationwide medical insurance portability and childcare subsidies, are being implemented to support families and enhance economic stability [4]

Core Viewpoint - The collaboration between Shanghai Natural History Museum and Naturals堂 Group marks a new beginning for integrating science into public life, focusing on biodiversity and its importance in the beauty industry [1][3]. Group 1: Exhibition Overview - The "Beauty and Nature Coexist" biodiversity-themed exhibition is centered around the concept of "harmonious coexistence between humans and nature" and will run until March 15, 2026 [1]. - The exhibition features 11 insect treasure boxes curated by students from over ten local primary and secondary schools, showcasing public achievements in biodiversity investigation and protection [1][3]. - A highlight of the exhibition is the modular and movable display cabinets that create a "mobile micro-nature museum," aimed at promoting ecological protection concepts in schools and communities [1]. Group 2: Interactive Elements - The exhibition is divided into two main sections: "You and Nature Coexist" and "Challenges and Nature Coexist," displaying results from public science projects and the first Urban Insect Challenge [3]. - An interactive area called "Insect Expert" allows visitors to engage with insect knowledge cards and search for hidden insects in miniature landscapes, enhancing understanding of urban ecological diversity and its significance [3]. Group 3: Related Events - The Oriental Beauty Valley's Naturals堂 Future Beauty City hosted its first "Natural Market" open day event on January 10-11, marking its full public opening [5]. - The open day included activities for families, student groups, and the public, featuring painting experiences, exhibition tours, and factory store visits to create an immersive natural aesthetic experience [5][6]. - The factory store's New Year Festival runs from January 10 to February 13, promoting public scientific communication, green aesthetic education, and sustainable consumption concepts through a new model of "cultural tourism and industrial tourism" [6].

Core Insights - Saudi Arabia is leveraging "policy dividends, demographic dividends, and infrastructure dividends" to create a blue ocean for TikTok with a compound annual growth rate of 12.8% in the e-commerce market by 2026 [1] Group 1: Policy Dividends - The "Vision 2030" strategy positions the digital economy as a core pillar for economic diversification, implementing policies that pave the way for TikTok MCNs [3] - A regional headquarters policy mandates foreign companies to establish local entities to secure long-term government contracts, attracting investments from giants like TikTok and Amazon [3] - The Saudi Ministry of Commerce has introduced ten e-commerce development initiatives to simplify processes and lower barriers for cross-border trade, including Halal certification guidance for merchants [3] Group 2: Demographic Dividends - Over 60% of Saudi Arabia's population is under 35, with a 92% internet penetration rate and 85% of shopping done via mobile, leading to significant engagement on TikTok [3] - 71% of Saudi consumers are willing to pay a premium for "stress relief" products, with TikTok's SelfCare topic garnering 8.7 billion views [3] - The female labor participation rate has risen to 40%, with TikTok becoming a key platform for workplace fashion and maternal products [3] Group 3: Infrastructure Dividends - Saudi Arabia is enhancing its e-commerce ecosystem through digital infrastructure, providing foundational support for TikTok MCNs [5] - TikTok has partnered with AliExpress to offer a "48-hour delivery" service, significantly reducing cold chain loss rates from 30% to 8% [6] - The introduction of the Mada card has led to a 56% annual increase in e-commerce transaction volume, with TikTok's payment system boosting average order value to $127 [6] Group 4: MCN Strategies - MCNs are focusing on localization, compliance, and differentiation to succeed in the Saudi market [5] - Compliance measures include local company registration and mandatory Halal certification for food products, ensuring legal operation [6] - Differentiation strategies involve deepening engagement in vertical markets like beauty and technology, and establishing local supply chains to reduce cross-border delivery times [6] Group 5: Future Outlook - From 2025 to 2030, Saudi TikTok e-commerce is expected to experience significant growth driven by the integration of digital economy and national strategy [8] - Content upgrades such as interactive videos and AR filters are anticipated to become new growth points, with a "Creator AI Assistant" expected to launch in Q3 2025 [9] - The second-hand luxury market is projected to grow at 60% annually, driven by 62% of Saudi users willing to pay a premium for eco-friendly products [9]

Core Viewpoint - The collaboration between Naturals Group and Shanghai Natural History Museum aims to promote biodiversity and the integration of beauty and nature through an immersive exhibition titled "Coexistence of Beauty and Nature" [1][2] Group 1: Exhibition Details - The exhibition will run from January 8, 2026, to March 15, 2026, focusing on the theme of "harmonious coexistence between humans and nature" [1] - It features a combination of scientific displays, interactive experiences, and artistic collaborations, showcasing the results of the "Natural Coexistence" public science project [1] - The exhibition includes a customized "Natural Treasure Box" from Fengxian, integrating beauty technology with natural science [1] Group 2: Industry and Community Impact - The Vice Mayor of Fengxian District emphasized the goal of becoming a significant growth hub in South Shanghai, with a focus on the beautiful health industry [2] - Naturals Group is recognized as a leading industry player in Fengxian, promoting beauty products and the philosophy of beauty while actively engaging in social responsibility [2] - The collaboration signifies a deep integration of the beauty industry with science education and natural sciences, aiming to create value through cultural expression and public scientific communication [2]

Core Insights - Chinese consumers are elevating "eating" to a value-driven choice, with price sensitivity and value sensitivity diverging for the first time. A survey indicates that 63% of mainland consumers are willing to pay a premium for sustainable food, the highest globally [2]. Group 1: Consumer Behavior Trends - 63% of mainland consumers are willing to pay a premium for sustainable food, which is the highest percentage globally [2][13]. - 43% of consumers prioritize sustainable packaging, exceeding the global average by 6 percentage points [2][13]. - 45% of households with annual incomes below $10,000 are using 54% of coupons and 48% of cross-store comparison budgets to invest in organic products [2]. Group 2: Market Dynamics - The retail market is experiencing a dual narrative, balancing economic headwinds and industry prosperity, with an estimated valuation of approximately 4.9 trillion RMB by 2024 [8]. - Discount stores and instant retail are pushing absolute prices to their limits, leading to a disappearance of price elasticity [8][26]. - The rise of discount retailers like HotMaxx and ALDI in mainland China is driving the revival of offline retail, emphasizing the importance of competitive pricing and transparency [26]. Group 3: Health and Sustainability Focus - Chinese consumers are increasingly focused on health and sustainability, with a notable willingness to invest in high-quality, health-oriented products [10][12]. - The trend of "Guochao 2.0" reflects a preference for celebrating domestic brands and reducing the climate impact of food purchases [13][14]. - The integration of health consciousness and environmental awareness is reshaping consumer preferences, with a clear shift towards value-driven consumption [10][12]. Group 4: Retail Strategies - Retailers must adopt a multi-faceted strategy to navigate the complex environment, focusing on clear value propositions, seamless digital and physical experiences, and catering to health trends [14][27]. - Successful strategies involve embracing aggressive and transparent value propositions, investing in private label strategies, and mastering omnichannel sourcing [27]. - The "instant retail" battlefield is crucial, with consumers comparing delivery options within 30 minutes, highlighting the need for retailers to adapt quickly [27].

Core Insights - The report titled "2026 Gold Mining Guide: Global All-Category 20 Major Consumer Trends" published by Amazon Global Store focuses on the dynamics of the global consumer market, identifying multi-dimensional consumption trends that provide core references for cross-border e-commerce operations [1] Group 1: Key Consumer Trends - The global consumer market is characterized by health-oriented, intelligent, personalized, and sustainable consumption trends, with varying demands across different categories and regions [1] - Health consumption is on the rise, with products related to nutritional supplements, fitness, and health monitoring gaining popularity, as consumers show increased interest in natural ingredients and clearly defined health benefits [1] - Smart technology is permeating daily life, with growing demand for smart home appliances, wearable devices, and home control systems, particularly those with convenient operation and interactive features [1] - Personalized and emotional consumption needs are becoming prominent, with consumers increasingly valuing unique designs, customized services, and emotional resonance in products [1] - The concept of sustainable consumption is gaining traction, with eco-friendly materials, energy-saving products, and recyclability becoming key factors in consumer preferences [1] - There is a noticeable trend towards convenience and scenario-based consumption, with high-efficiency products that cater to fast-paced lifestyles and specific scenarios (e.g., home, outdoor, office) in high demand [1] Group 2: Regional Market Characteristics - Different regional markets exhibit distinct characteristics, necessitating precise strategies that consider local consumption habits and policy environments [1] - The report emphasizes that cross-border e-commerce must leverage these core trends in product development, supply chain optimization, and marketing strategies to align with consumer core demands and achieve business breakthroughs in global competition [1]

Group 1 - The core issue highlighted is the alarming trend of excessive consumerism during festive seasons, leading to significant environmental waste, as evidenced by the £1.7 billion spent on electronic decorations in the UK, resulting in 168 million pieces of electronic waste [1] - The phenomenon of "festive waste" reflects a broader challenge in developed consumer societies, where the spirit of celebration is overshadowed by materialism, transforming waste into a cultural norm [1] - The article emphasizes the need for a shift towards sustainable festive practices globally, advocating for a cultural transformation that prioritizes ecological awareness and responsible consumption [1] Group 2 - Traditional Chinese wisdom offers valuable insights for sustainable festive practices, promoting the idea that the essence of festivals lies not in endless consumption but in creating emotional connections and lasting memories with limited resources [2] - Various initiatives in China aim to promote frugality during festivals, encouraging the use of recyclable materials and reducing waste, thereby fostering a green and low-carbon festive culture [2] - The evolution of business models towards sustainable consumption is highlighted, suggesting that a focus on better consumption can lead to a more resilient and high-quality consumer experience [2] Group 3 - The key to ending the "festive waste" cycle lies in a profound transformation of mindset and actions, integrating traditional ecological concepts into modern operational standards [3] - The article posits that the ecological perspectives rooted in Chinese culture can provide a valuable framework for guiding global festive cultures towards eco-friendliness, transcending consumerism [3] - A call is made for a global shift where genuine emotional connections replace the emphasis on expensive gifts, fostering a more meaningful celebration of life and sustainability [3]

Core Insights - The 2026 global consumer market is experiencing diversification and transformation, focusing on four core dimensions: health, personalization, intelligence, and sustainability [1] Group 1: Health Consumption Trends - Health consumption is on the rise, covering various scenarios such as diet, exercise, and wellness, with a notable preference for natural ingredients and functional products [1] - The demand for fitness-related categories is growing rapidly, with wearable devices and nutritional supplements gaining popularity [1] Group 2: Personalization and Emotional Consumption - Personalized and emotional consumption is becoming mainstream, with consumers increasingly valuing unique designs, customized services, and emotional resonance [1] - Niche brands and original design products are rising quickly due to their differentiated advantages, with styles like "cute" and "national trend" gaining widespread attention [1] Group 3: Intelligent Consumption - AI technology is deeply integrated into consumer scenarios, enhancing product innovation and user experience, with smart home appliances and beauty tools seeing increased penetration [1] - Digital functionalities are improving convenience and precision, driving significant upgrades in consumer experiences [1] Group 4: Sustainability in Consumption - The concept of sustainable consumption is gaining traction, with products made from eco-friendly materials, circular designs, and low-carbon production being favored by consumers [1] - Consumers are increasingly considering brands' environmental and social responsibilities in their purchasing decisions [1] Group 5: E-commerce and Market Dynamics - Cross-border e-commerce is thriving, accelerating global consumer connectivity, with platforms like Amazon becoming key channels for brands to reach international markets [1] - Different consumer segments, such as the elderly focusing on wellness and younger generations on trendy consumption, show strong growth potential in niche markets [1] Group 6: Integrated Consumer Experience - The integration and efficiency of consumer experiences are becoming competitive keys, with brands optimizing supply chains and enhancing service responsiveness to increase consumer loyalty [1]