UK consumers’ interest in sustainable products has risen significantly, according to research from EY.
The company surveyed 1,000 people and found that 28% have increased their purchase of sustainable products over the course of the coronavirus outbreak and a third plan to do so this after the pandemic.
However, there are barriers that stop consumers from shopping more sustainably, including high prices, confusion around product quality, and lack of trust in green credentials.
Silvia Rindone, EY UK&I Retail Lead, comments: “Our report shows that people want to do their bit to tackle sustainability challenges, but they don’t yet have the right information to turn those desires into action.”
“There is a clear prize to be won if brands and retailers can communicate with clarity, authenticity and consistency.”
“A number of retailers and consumer goods companies have been proactive and are leading in shaping the agenda around the future of sustainability.”
“However, greater coordination across the industry is needed to align on standards that ultimately will make it easier for consumers to make more informed choices.”
The research also tested several different pledges to see which would drive the most engagement to buy from consumers.
A pledge to ‘donate 1% of profits for the environment, support grassroots protestors, launch petitions for environmental initiatives and use 70% recycled materials’ drove the highest engagement, with a 23% increase in consumer preference to shop from the company or organisation concerned.
Pragmatic initiatives, such as waiving shipping fees for the delivery of products with less packaging, drove a 15% increase in consumer purchase preference.
Meanwhile less measurable pledges, such as making a $2 billion climate pledge to ‘decarbonise’ the earth and achieve net-zero by 2040, drove only a 10% increase in purchase preference.
Rindone comments: “To close the trust gap, retailers and brands need to prove that sustainability is about action rather than words.”
“For real change when it comes to helping consumers making environmentally savvy purchasing decisions, companies need to create an Environmental Social Governance (ESG) agenda that is anchored in the strategy of the business and not an add-on.”
“They must integrate a new strategy into their ways of working, not just a one-and-done project but a way of defining the purpose of their business.”
“Companies should clarify what their target consumer wants in terms of sustainability and clearly communicate what is relevant to them, remembering that priorities can differ by age and sector.”
Rindone concludes: “Brands and retailers must reinforce their brand equity and sustainability communication using external certifications that are most relevant to their consumer audience.”
“They need to put sustainability at the top of the priority list and into the heart of the business; not just within the board room, but also across sourcing, supply chains, marketing communication, technology and data.”
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