According to a recent survey by product intelligence company, Vypr, only 16% of respondents said that sustainability was not a factor at all in their shopping habits. In fact, the majority of respondents (58%) actively or sometimes choose sustainable products when they can.
As consumers strive for sustainability, they have also changed their daily routines. This includes recycling more (58%), choosing products with less packaging (36%), choosing local produce (27%) and reducing the amount of meat consumed (26%). These findings were part of Vypr’s latest Food for Thought report, which conducted in-depth research into the nation’s attitudes towards sustainability.
The research looked into attitudes towards products, brands, and retailers. Brits were asked whether they would stop buying a brand if they disagreed with its values, and 61% of respondents said that they would.
Founder of Vypr, Ben Davies, stated that “the message from consumers for brands and retailers is quite clear.” He continued, “Only a third believe that businesses are doing enough towards sustainability. With such a wide choice of brands and retailers, consumers can easily shop around to find sustainable products at a price they’re happy to pay so sustainability is only going to get bigger and more important. Becoming even more sustainable now and ensuring that all policies and practices are transparent will mean businesses won’t be tarnished with the green-washing brush and will keep consumers’ trust. This will help future proof brands as the call for more sustainability will not be going away.”
The report also analyzed consumer use of Fairtrade products. Almost half of the respondents (44%) said that they sometimes shopped Fairtrade, and less than one in 10 (9.5%) said that they always bought Fairtrade chocolate only.
In conclusion, consumers are prioritizing sustainability when making purchases and are willing to make adjustments in their daily lives for a more sustainable lifestyle. Therefore, businesses must take their commitment to sustainability seriously to win over consumers’ trust and secure a prosperous future.
