Compassionate Consumption

Compassionate Consumption: While global headlines are consistently filled with climate change and sustainability matters, Gen Z’s passion for more environmentally safe manufacturing practices and products have inspired older generations to also start consuming products shaped by these values. In 2021, 78 percent of people are more likely to purchase a product if it is clearly labeled as “environmentally friendly”, according to a survey by GreenPrint. Waterdrop offers their naturally flavored drink cubes that were launched as a carbon-friendly option. These dissolvable cubes use 98% less plastic & CO2 than conventional bottled drinks.

We expect to see entrepreneurial brands speak to recapturing carbon and caring for the planet, forcing the veterans to look inward and be held accountable for their contribution to landfills and carbon emissions. Starbucks, PepsiCo, Kraft Heinz, and Coca-Cola are among some of the biggest companies that committed to net-zero emissions in 2021 (although their goal dates differ). Consumers are taking action by backing companies that offer more plant-based options and reusable/sustainable packaging, while also looking out for operational, manufacturing, and delivery methods that contribute to reforestation, forest conservation, and water replenishment in their supply chains.

NoLo options will continue to make waves well beyond “Dry January”. RTD mocktails, spirit alternatives, booze-free wine, and mixers that are marketed to also be enjoyed on their own had a significant impact on the beverage industry over the last year. Non-alcoholic beverage sales in the U.S. increased 33 percent, reaching $331 million, in 2021.* In September of last year, Blake Lively launched her new line, Betty Buzz, which is made up of carbonated mixers that users are encouraged to consume as a replacement for traditional cocktails.

Sober-curious consumers (or those attempting to drink in moderation) are looking for options that have the same sophisticated flavors and excitement of drinking cocktails without the impediment of unhealthy ingredients or hangovers. While retailers and restaurants are stocking their shelves with no/low offerings, consumers are still yearning for the experience of going out for cocktails. We expect to see the origination of a new genre of sober bars that offer the same atmosphere as their traditional counterparts.
*Nielsen, 2021.