# Sustainable Lifestyle Receptivity Survey 2021 # Sustainability
Sustainable Lifestyle Receptive Survey 2021
Sustainable Lifestyle Report 2021 Sustainable Lifestyle Report 2021
In December 2020, Dentsu Inc. (Headquarters: Minato-ku, Tokyo; President & CEO: Hiroshi Igarashi) and Dentsu Institute (Office: Tokyo; Executive Producer: Naoki Tani), an internal organization of Dentsu Group Inc., conducted a survey on attitudes to social good among users of social media*1 in the five countries of Japan, UK, US, China, and India.
A positive attitude to social good refers to a willingness to support activities and products that have a beneficial impact on society. In recent years, worldwide attention has focused on efforts to curb CO2 emissions, reduce plastic waste, and promote equality in terms of gender and race. The objective of this survey was to establish how attitudes to social good differ among countries and how they relate to use of social media. The main findings are as summarized below.
For all five statements expressing positive attitudes toward corporate activities promoting social good, the mean affirmative response rate for the five countries combined was high, at over 60% (Figure 1). In Japan, the affirmative response rate was lower than in the other countries, and was particularly low with regard to statement 3, "I try to buy products from companies and brands that improve the environment and society" and statement 5, "I try to choose products with low environmental impact and fair trade products even if they are a little expensive."
Across all five countries, users who post at least once a week*2 showed positive attitudes to social good (Figure 2-1).
Title: Survey on Attitudes to Social Good (covering Japan, UK, US, China, and India)
Survey method: Online questionnaire
Conducted by: Dentsu Inc. and Dentsu Institute
Survey period: December 13-21, 2020
Survey areas: Japan, UK, US, China, India
Target: Social media users aged 15-64 in the five countries (i.e., people who have used social networking services, video-sharing platforms or apps, or messenger apps)
Effective sample size: 2,624 (Japan: 537, UK: 531, US: 525, China: 500, India: 531)
The sample was adjusted after collection of responses to eliminate bias among countries in terms of the number of respondents, and their genders and ages.
Yamazaki and Nakagawa, Dentsu Institute
Text by Sayuri Nakagawa
Photograph by Rodion Kutsaev on Unsplash