Consumers Becoming More Conscious About Sustainability

According to Cargill's Sustainability Perception research conducted with KONDA Research Company, consumers in Turkey are becoming more conscious about sustainability. Cargill's Sustainability Perception research shows that the topic of sustainability now affects the majority of consumers in Turkey. The research, conducted by KONDA Research Company in September 2023 with 2,057 people representing all regions of Turkey across 31 provinces, 91 districts and 122 neighborhoods through face-to-face interviews, highlights Turkey's social awareness on sustainability, presenting both challenges and opportunities for positive change. The survey reveals a society deeply connected to 'savings' and 'waste reduction' topics that shape practical aspects of life. Although knowledge and awareness levels on sustainability are not very strong, the Turkish consumer addresses critical global issues such as climate crisis, soil pollution and the search for a sustainable future, accepting individual efforts as a valuable starting point while seeking collective solutions. Looking at the reflections of sustainability in daily life, 92% of respondents said 'I do not leave water running unnecessarily, I try to reduce water waste', 81% said 'I unplug electrical appliances I am not using', and 50% said 'I try not to use plastic packaging and PET bottles'. Survey participants were asked whether they were aware of sustainability labels on packaged products in order to measure awareness in daily life. The research revealed that as intuition transforms into concrete knowledge, there is a parallel increase in sustainable behavior among participants. In the food sector, sustainability generates strong social resonance. Survey respondents show a positive trend towards consumption of organic and sustainable food options. Taking into account social responses regarding sustainability in food context, 64% said 'it is worth paying more for organic foods', 54% said 'I pay attention to plant-based nutrition from a sustainability perspective', 52% said 'I prefer to spend my money on environmentally responsible products', and 47% said 'it is worth paying more for products with sustainability certification'. Cem Beysel, Food Solutions META Product Group and Sustainability Director, stated: 'As Cargill, in line with our commitment to feed the world in a safe, responsible and sustainable manner, we not only meet expectations but also offer innovative, sustainability-focused and value-added products through the application of the latest technologies. We respond to global consumer trends and also to the evolving demands of the Turkish market.' Beysel noted that as a company committed to global sustainability, they contribute to Turkey's progress through the 1000 Farmers 1000 Prosperity programs that promote environmental responsibility, adding: 'Although the concept of regenerative agriculture is not yet sufficiently known in Turkey, the research shows that intuitive knowledge in this area aligns perfectly with the values of 1000 Farmers 1000 Prosperity.'

Noting that the survey not only reveals Turkey's current behavior, Beysel continued:

'At the same time, sustainability, innovation and our continued commitment to community welfare serve as a compass. The results underscore Cargill's role as a catalyst for positive change in Turkey's journey toward a more sustainable and equitable future. In line with these commitments, Cargill's Environmental, Social and Governance report, which demonstrates the progress made in creating positive impact on climate, soil and water, and people, was recently published.' According to the statement, when survey participants were asked about sustainable farming preferences, 77% said that excessive use of fertilizer in agriculture has a negative impact on soil health. While 75% agreed that 'all food brands should support farmers in transitioning to regenerative agriculture and should provide special assistance for this', 60% of respondents said they would prefer to buy products from companies that train farmers on regenerative agriculture. 64% said 'I would prefer to buy environmentally friendly products through regenerative agriculture, even if expensive'. The survey, while not establishing a conceptual link between sustainability and gender equality, underscores strong awareness in Turkey on gender equality, with the majority advocating that women have equal rights in work, education and social life. Cargill's Women Leaders of Tomorrow program aligns with this thinking and aims to empower approximately 600 women leaders by 2027. When asked about the relationship between sustainability and gender equality, 8 out of 10 people think this topic is outside the scope (78%). 83% said 'women should have equal opportunities with men in work, education and social life', 72% said 'I view companies that implement social responsibility programs for women more positively', and 61% said 'I prefer products from companies and brands that respect women's rights'. Source