Since the first edition of this study, we have identified three profiles among Latin Americans, linking what people say to what they actually do to protect the planet.
Shoppers who are deeply concerned about sustainability and take concrete steps to reduce waste are called Eco-Actives. Eco-Considerers show interest in and awareness of the topic, but fail to put everything into practice. In contrast, Eco-Dismissers are little concerned or simply do not consider sustainability a relevant factor in the purchase decision.
In 2025, we see a decline among the most engaged. Eco-Actives have dropped from 28% in 2024 to 22% in 2025, while Eco-Dismissers increased from 38% to 40%. Eco-Considerers, in turn, rose from 34% to 38%.
Each country, however, tells a different story. Argentina and Chile maintain the highest levels of engagement in the region, with 32% and 31% of their populations classified as Eco-Actives — a reflection of their direct, long-term exposure to climate events. At the opposite end, Brazil (66%) and Bolivia (55%) show the largest proportions of Eco-Dismissers, underscoring the gap between perception and action in the region.
