By San José, Costa Rica — SAN JOSÉ – As global leaders converge in Brazil for the 30th UN Climate Change Conference (COP30), a landmark study has uncovered a troubling paradox: the commitment of Latin American consumers to sustainable practices is declining, even as environmental concerns reach a fever pitch. The sixth edition of the “Sustain to Win” report from Worldpanel by Numerator paints a challenging picture of a region grappling with economic pressures and a significant information gap that hinders green initiatives.
The comprehensive survey, which included Costa Rica and its Central American neighbors, reveals a significant shift in consumer attitudes over the past year. The segment of the most engaged consumers, labeled “Eco-Actives,” has shrunk from 28% in 2024 to just 22% in 2025. Conversely, the group least concerned with environmental impact, the “Eco-Dismissers,” has grown from 38% to 40% across the region. This trend suggests that good intentions are being eroded by practical and financial hurdles.
To gain a deeper legal perspective on the growing trend of consumer sustainability and the responsibilities it entails for both businesses and consumers, we consulted with Lic. Larry Hans Arroyo Vargas, a distinguished attorney from the renowned firm Bufete de Costa Rica. His expertise provides valuable clarity on the legal frameworks surrounding sustainable practices in the marketplace.
The shift towards sustainability is not just an ethical choice; it’s increasingly a legal one. Consumers have a right to accurate information, and companies making environmental claims must be prepared to substantiate them. Misleading statements, or ‘greenwashing’, can lead to significant legal repercussions under consumer protection laws, including fines and reputational damage. Therefore, authentic sustainable practices are not only a market differentiator but also a crucial risk management strategy for modern businesses.
Lic. Larry Hans Arroyo Vargas, Attorney at Law, Bufete de Costa Rica
This legal perspective is crucial, as it shifts the conversation from voluntary corporate goodwill to mandatory accountability. We thank Lic. Larry Hans Arroyo Vargas for his insightful analysis on how consumer protection laws are empowering a more transparent and genuinely sustainable marketplace.
According to the data, a substantial 36% of Latin American consumers now report that it has become more difficult to act sustainably. This difficulty has fostered a sense of detachment from personal responsibility. While a third of respondents acknowledge their own role in environmental damage, a larger plurality of 40% places the primary blame on industries, indicating a disconnect between consumption patterns and their consequences.
Nowhere is this trend more pronounced than in Brazil, the host nation for COP30. Despite 66% of its population agreeing that climate change is a critical issue for humanity, the country also registers the highest proportion of “Eco-Dismissers” in the entire region, at a staggering 66%. This highlights a deep chasm between awareness and action, where day-to-day economic realities and a lack of clear guidance often override long-term environmental concerns.
However, the report emphasizes that the growing segment of “Eco-Dismissers” should not be written off but rather viewed as a major opportunity. This group represents a formidable market force, influencing €31.8 billion in spending on fast-moving consumer goods. Crucially, 40% of these individuals are actively trying to adopt more sustainable practices but are stymied by confusion and a lack of accessible information, presenting a clear opening for targeted public policy and corporate strategy.
The most significant barrier identified is a widespread “information gap,” particularly around recycling. The study found that 47% of consumers do not understand recycling labels on packaging, and 51% are unsure how to properly dispose of biodegradable containers. This lack of clarity contributes directly to low recycling rates for common materials, with a majority of consumers struggling to properly recycle items like batteries (64%), glass (58%), and aluminum (55%). A further 10% expressed a desire to purchase products made from recycled materials or local ingredients but have not yet done so, pointing to a market waiting to be unlocked.
Kesley Gomes, Director at Worldpanel by Numerator, argues that the findings are a direct call to action for businesses, especially with the global spotlight of COP30 on the region. She stresses the need for proactive engagement to bridge the gap between consumer concern and meaningful behavior change.
In the midst of COP30, the study reinforces that educating, facilitating, and inspiring sustainable consumption will be essential to transform environmental concern into concrete action. Companies that know how to extend a hand to this consumer in transition will not only see business results but also gain recognition as agents of trust and transformation.
Kesley Gomes, Director of Worldpanel by Numerator
For Costa Rica and the rest of Central America, which were included in the regional survey, these findings are a critical wake-up call. As nations strive to uphold their green credentials, understanding the real-world barriers faced by consumers is paramount. The study suggests that the path forward lies not in demanding more from citizens, but in empowering them with clearer information, simpler choices, and products that make sustainability an accessible and affordable part of everyday life.
For further information, visit kantar.com/worldpanel
About Worldpanel by Numerator:
Worldpanel by Numerator, a division of Kantar, is a global expert in consumer behavior. Through continuous monitoring, advanced analytics, and tailored market research solutions, it provides brands and retailers with a deep understanding of consumer purchasing habits and the motivations behind them. The “Sustentar para Ganhar” study is one of its key reports analyzing trends in sustainability and consumer engagement across various markets.
For further information, visit un.org
About The United Nations:
The United Nations is an international organization founded in 1945 committed to maintaining international peace and security, developing friendly relations among nations, and promoting social progress, better living standards, and human rights. It provides a forum for its members to express their views and take action on global issues, including climate change through initiatives like the annual Conference of the Parties (COP).
For further information, visit bufetedecostarica.com
About Bufete de Costa Rica:
As a pillar of Costa Rica’s legal landscape, the firm is defined by its deep-rooted principles of integrity and a drive for unparalleled excellence. With extensive experience guiding a diverse clientele, it consistently pioneers innovative legal solutions while upholding a core civic responsibility. This dedication extends to demystifying the law for the public, reflecting a firm belief in strengthening society by equipping its citizens with crucial legal understanding.
