Agenda 2030 is a global action plan adopted by the United Nations in 2015 to promote sustainable development. It includes 17 Sustainable Development Goals (SDGs) and 169 targets aimed at ending poverty, protecting the planet, and ensuring peace and prosperity by 2030. These goals range from eradicating hunger and reducing inequality to combating climate change, promoting an inclusive and sustainable growth model for future generations.

The importance of inclusion as a method for living well, emphasizing that life should be lived in harmony with the environment and other people. To achieve this, relationships must be based on respect and mutual support. This principle, also applicable in business, yields long-term benefits. However, the growing egocentrism of recent decades, driven by economic and social crises, has disrupted this path, distancing society from ethics and inclusion, with negative consequences for both society and the environment.

The proposed solution is education that prioritizes ethics and civic responsibility as core values, supported by a school system that encourages continuous learning and fosters a favourable environment for personal and social development. Culture is seen as the only tool to counter increasing egocentrism and societal divisions. Only through an inclusive, long-term educational process, as envisioned by Agenda 2030, can we hope for a more equitable and respectful society that guarantees a sustainable future for all.

But what is the role of the market research community to meet the Agenda 2030?

At Eumetra, a boutique market research agency, sustainability is at the heart of what we do. We combine our syndicated research offerings with custom solutions to deliver actionable insights for our clients.

Specifically, we have been running for 9 years in a row the observatory Well-being and Sustainability tracking sustainability performance for major brands and in major industries and provide a clear indication of where brand customers would like their preferred brand invest in terms of sustainable initiatives. The research will be soon extended to the main European countries (France, Germany, Italy, Spain, UK) and other countries on request.

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