Brands and products
for a Better World

betterment brands

We announced the Johnnie Walker Black Label paper-based bottle trial. Samples were poured exclusively at Johnnie Walker Princes Street’s 1820 bar in Edinburgh.

Trend overview

The way we consume is getting a makeover. Today's consumers are hunting for brands that walk the walk when it comes to making the world a better place. People are making conscious choices that reflect their values. This shift is pushing brands to step up their game across the board. It's about creating a positive ripple effect that touches everything from local communities to global supply chains.

$ 74 bn

The plant-based food market is projected to reach $74bn by 2027, driven by increasing consumer demand for healthier and more sustainable dietary options

Source: PwC 2024 Voice of the Consumer survey

$ 350 bn

The global second-hand clothing market will be worth $350bn by 2028 and will comprise 10% of the fashion market worldwide by 2025

Source: PwC 2024 Voice of the Consumer survey

80 %

of consumers say they are willing to pay more for sustainable produced or sourced goods

Source: PwC 2024 Voice of the Consumer survey

Tracking The Trend

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Data shows total conversations and YOY growth rate

Trends In Detail

Here is a deeper dive into the data, comparing the volume of conversations, and growth rate of each sub-trend – at both a global and regional level.

Data shows total conversations and YOY growth rate

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Baileys: The true Betterment Brand

Baileys has proven itself to truly epitomise a “Betterment Brand” undertaking a swathe of activities that bring it closer to consumers and local communities. This includes the Baileys Sustainable Farming Academy, as well as some great packaging innovations, including the Baileys paper bottle trial and launch of Limited Edition Aluminium bottles for Global Travel.

What to look out for in Culture in 2025

While the volume of conversations around Betterment Brands continues to be high, the growth has levelled off and stabilised. The trend is now evolving around concepts such as “Local Wealth”, which showcases the love, support and indeed pride that people have in local communities.

But while conversations remain high deeper analysis shows that there remains a big “say-do” gap in Betterment Brands, with people doing far less than perhaps they say. The conversations, in fact are being led by corporations, more than consumers.

01.

Planet Positive

The conversations are future focused, embracing environmentalism covering areas such as reducing waste, eco-friendly packaging, carbon footprint awareness, wildlife conservation awareness, sustainable energy, technology and AI.

02.

Plant-Powered Couture

Veganism is permeating food, skincare and fashion, so consumers are discussing the benefits and challenges of the dietary lifestyle and choosing brands that are creating humane products with sustainably sourced ingredients.

03.

Second-hand Soul Shopping

Shoppers love sharing their discoveries from charity shops, second-hand stores, and online. They're excited to showcase discounted designer pieces and enjoy spending their free time browsing. Clothes, books, and cars are the most commonly discussed products.

04.

Conscious Cash Flow

Consumers are prioritising transparency in their purchases, seeking brands that adhere to ethical practices and sustainable business models. And there’s an evident shift towards renting products instead of buying.

05.

Hyperlocal Love

Conversations focus on fostering community spirit through local initiatives. Consumers emphasise the importance of locally sourced goods, family-owned businesses and building stronger communities through hyperlocal commerce.