Research: Consumers’ Sustainability Demands Are Rising (2024)

FAQs

Research: Consumers’ Sustainability Demands Are Rising? ›

Consider these findings: When Gen Z and Millennial customers believe a brand cares about its impact on people and the planet, they are 27% more likely to purchase it than older generations are — a clear measure of sustainability's power to drive buying decisions in this group.

Consumers often have negative associations with sustainable product options, viewing them as being of lower quality, less aesthetically pleasing, and more expensive. In one example, when people valued strength in a product—a car cleaner, say—they were less likely to choose sustainable options.

Most People Think Sustainability is Important

A survey of 10,281 global consumers showed that: 78% agree that environmental sustainability is important, that the concept of sustainability appeals to them, and that they want to lead more sustainable lives.

By choosing products and services that are environmentally friendly, socially responsible, and economically viable, consumers can help to preserve natural resources, protect the environment, and promote social and economic equity.

Rising Consumer Awareness: Increasing awareness of health and environmental concerns is driving demand for sustainable and organic food products. Companies can capitalize on this by offering a wider range of eco-friendly food options.

According to a survey from McKinsey & Co., 66% of all respondents and 75% of millennial respondents say that they consider sustainability when they make a purchase. Customers now align themselves with brands that are compatible with their values and priorities.

A recent study by NielsenIQ found that 78 percent of US consumers say that a sustainable lifestyle is important to them.

We cannot maintain our Earth's ecosystems or continue to function as we do if more sustainable choices are not made. If harmful processes are maintained with no change, it is likely that we will run out of fossil fuels, huge numbers of animal species will become extinct, and the atmosphere will be irreparably damaged.

A sustainable business can attract customers by showcasing its environmental and social initiatives through transparent communication. Implementing environmentally and socially responsible practices, obtaining sustainability certifications, and engaging in cause-related marketing can also appeal to conscious consumers.

Overall, 79% of consumers are changing purchase preferences based on social responsibility, inclusiveness or environmental impact of their purchases.

How do you promote sustainability to consumers? ›

This can be done through various channels, such as labels, campaigns, media, social networks, or educational programs. By raising awareness and knowledge, consumers can make more informed and responsible decisions that align with their values and preferences.

Reduce, reuse, and recycle are the three famous R's of sustainability, and governments invite citizens to be agents of change and make conscious choices. On the other hand, the economic crisis has put growth on top of the agenda, and consumers are invited to purchase in order to help.

BUY RECYCLED.

Many products made with recycled materials have a lower carbon footprint than comparable products made without recycled content. As we buy more products with recycled content, the market for these products will grow, and suppliers will tend to produce them instead of non-recycled products.

Fundamental ecological problems such as resource scarcity, drinking water shortages, pollution and environmental disasters and global warming have become more important in recent years. Hunger and poverty are also on the rise, while biodiversity has been declining in recent years.

Notably, consumers' perception of CSR activities is positively related to their perceptions of compassion toward organizations, which, in turn, is also positively associated with their perception of CSR authenticity.

Instead of buying more affordable products, consumers are looking for ways to buy less product, benefitting both the environment and their pockets by reducing waste.

It may not come as a great surprise that reports point to the fact that Gen Z does care about sustainability more than its older counterparts. 37% of Gen Z in the United States claimed that addressing climate change was their top personal concern. This is compared to just 27% of Gen X and 29% of Boomers.

Globally, about 44 percent of consumers said they were more likely to buy from a brand with a clear commitment to sustainability in 2021. Specifically, the EMEA region found it most important for brands to have actions that match their values that year.

Sustainability continues to be a key concern for individuals and businesses alike, with an ongoing spotlight on how we can be kinder to our planet, both at home and in the workplace.

The majority of people in the UK struggle to understand key language to do with the climate crisis and environmental policy, a new study has found. Only a quarter of Brits responding to a poll said they understood clearly what was meant by 'green' and around the same number could not define the term 'sustainable'.