Understanding Sustainability Mindsets: How to Reach Different Consumer Segments

Submitted: Two Sides North America March 12, 2025

Sustainability is no longer a one-size-fits-all message. As more consumers become aware of environmental issues, their attitudes and actions toward sustainability vary widely. A recent international report by GlobeScan, backed by a mix of global brands and environment-focused initiatives, sheds light on these differences—identifying four distinct consumer mindsets regarding sustainability. These insights can help brands, including those in the print and paper industries, tailor their messaging and products to better engage customers.

Based on a survey of over 30,000 consumers across 31 markets, GlobeScan’s Road to 2025 report categorizes consumers into four groups: Anxious Inactives, Indifferents, Enthusiasts, and Minimalists. Each group requires a unique approach to encourage more sustainable behaviors. Let’s explore each mindset and how companies can effectively reach them.

Anxious Inactives (28%)

The largest segment of the population, Anxious Inactives, are environmentally conscious but feel overwhelmed by the scale of the climate crisis. Many of them—especially Gen Z consumers—experience guilt and anxiety about their personal impact, which often leads to inaction.

How to Reach Them:

Provide simple, step-by-step guides on how small actions can make a difference, such as recycling tips or choosing paper-based packaging over plastic.
Use reassuring language that emphasizes progress over perfection.
Offer eco-friendly product bundles to make sustainable choices easier and save costs.
Share positive stories about how small collective actions lead to significant environmental impacts.

Indifferents (27%)

Indifferents are the least engaged group when it comes to sustainability. They are largely disconnected from environmental issues and more focused on personal convenience and cost savings.

How to Reach Them:

Focus on the practical benefits of the sustainable choices you offer, such as cost savings, automatic renewal, and product delivery.
Highlight money-saving promotions on recycled paper products.
Use humor and light messaging to capture their attention without overwhelming them with environmental jargon.
Promote quality and performance of sustainable options, such as durable recycled paper or compostable mailers.

Enthusiasts (23%)

Highly engaged and passionate about sustainability, Enthusiasts are early adopters of eco-friendly products. They actively seek out brands with strong environmental commitments and are more likely to advocate for sustainable practices.

How to Reach Them:

Showcase your company’s sustainability certifications like FSC, SFI, and BCorp.
Provide behind-the-scenes content on how your products are made from responsibly sourced materials.
Launch limited-edition eco-friendly products or subscription services—encourage Enthusiasts to be part of your industry’s “in-group” of environmental leaders.
Invite Enthusiasts to participate in community sustainability initiatives like paper recycling drives or educational events.

Minimalists (22%)

Minimalists align closely with the degrowth movement, aiming to reduce consumption and live more simply. They prioritize products that are both practical and sustainable.

How to Reach Them:

Promote multi-use and durable products, such as reusable mailers or recycled paper notebooks.
Offer subscriptions for essential items like recycled printer paper to cut down on frequent shopping trips.
Share tips on reducing waste through smarter printing practices and reusable products.
Emphasize cost savings and the long-term environmental benefits of reducing consumption.

Why These Insights on Sustainability Matter for Print and Paper Companies

Understanding these four sustainability mindsets allows print and paper companies to better align their products and messaging with customer values. Whether it’s offering easy recycling tips for Anxious Inactives, highlighting cost savings for Indifferents, or promoting eco-certifications to Enthusiasts, targeted messaging can drive engagement and loyalty.

Minimalists, who prioritize reducing consumption, present a unique opportunity for print and paper companies to promote products designed for reusability and longevity, such as refillable paper notebooks or compostable packaging. Companies can help customers avoid excess inventory and reduce waste by offering print-on-demand services. Collaborating with Minimalists on educational campaigns about reducing consumption can also build trust and long-term loyalty.

Additionally, these insights help print and paper companies navigate the balance between environmental responsibility and customer expectations. Crafting campaigns emphasizing sustainability and performance can break down barriers for Indifferents while providing transparent, evidence-backed sustainability claims to build credibility with Enthusiasts. Companies that tailor their approach not only foster deeper customer connections but also position themselves as leaders in environmental stewardship.

By moving away from generic green claims and tailoring communications to different mindsets, companies can empower more consumers to make sustainable choices—and strengthen their own commitment to environmental stewardship along the way.

At Two Sides North America, we aim to educate all types of consumers on the sustainability of paper, print and paper-based packaging. Through fact sheets, original research, and news that help its members incorporate information about the sustainability of print and paper into messaging that effectively reaches all four types of consumers.

To dive deeper into these insights, download GlobeScan’s The Road to 2025 report at bit.ly/Globescan-Road-to-2025.